Melbourne based distiller, Top Shelf International Holdings Limited (Top Shelf), has secured ranging for its Act of Treason Australian Agave with Endeavour Group, via its Dan Murphy’s and BWS stores.
Act of Treason is a 100 per cent agave spirit made from Top Shelf’s dedicated agave farm and distillery in Queensland’s Whitsundays region. Created in collaboration with research from the University of Adelaide, the company’s products have seen massive success, with its first launch, Act of Treason First Harvest Blanco, selling out within 24 hours.
In April, Top Shelf signed a $5 million sale and leaseback deal on its Eden Lassie agave farm with a company owned by non-executive director, Stephen Grove, in a move to provide working capital and pay down debt. This was followed by the announcement of a capital raise with a $13.9 million goal, at a price of 10 cents per share, in May.
The ranging agreement with Endeavour may be the first step in Top Shelf’s journey forwards, marking Act of Treason’s first major retail distribution agreement, and expanding from the brand’s on-premise footprint in locations across the eastern seaboard.
Act of Treason will be stocked in all Dan Murphy’s outlets nationally from mid-July, and in select BWS stores, aligned with their customers’ tequila and agave consumption.
Top Shelf CEO, Trent Fraser, said that the company had been overwhelmed by the response to Act of Treason since its launch in January.
“This announcement, along with the recent gold medals in San Francisco and London, are significant milestones in our ambition to build an Australian Agave category led by Act of Treason,” said Fraser.
“We are grateful for the opportunity to showcase Act of Treason in Dan Murphy’s and BWS as our first retail partnership and look forward to working with the Endeavour team in a successful, ongoing partnership.”
Act of Treason has been awarded several awards over the past half year, including World’s Best Specialty Spirit at the World Drinks Awards, a gold medal at the San Francisco World Spirits Competition, and a gold medal at the International Wine and Spirits Competition in London.
