Bacardi-Martini Australia (BMA) has appointed Kayla Grigoriou to lead the newly created role of Angel’s Envy whiskey specialist during the Australian launch of the premium Kentucky straight bourbon, which began in July. Food & Drink Business journalist, Keira Joyce, spoke to Grigoriou about her industry experience, the influence of bourbon, and the Australian whiskey scene.
Growing up in Riverland, South Australia, Grigoriou’s roots run deep in the wine industry, with her family founding multiple businesses including Portia Valley Wines and Delinquente. At university, she found a new passion for spirits under mentors from Adelaide’s Maybe Mea and Bar Torino, where she went on to become manager.
“Over time, I just grew this appreciation for the liquors that were on the back bar and the spirits that are around us,” Grigoriou told FDB.
“From there, I wanted to learn more – so I bought a 350 litre still, and started distilling my own spirits.
“It was all about growing a deeper understanding of the chemistry and science behind making spirits, what flavours would work together and what didn't. I definitely use my parents as guinea pigs – when you've lived a life, if something happens here, you can taste it,” she said.
In 2019, Grigoriou opened her own spirits company, Needle and Pin Spirits, before joining the Bacardi-Martini team as the brand ambassador for Grey Goose in 2022, looking to explore other perspectives of the industry.
“When you work in venues, you see a consumer's perspective,” said Grigoriou.
“Being on the other side of that and working for a massive international brand really piqued my interest again, constantly wanting to learn something new and understand the industry that we work in.”
Angel’s Envy
With bourbon remaining the most-consumed spirit in Australia, Grigoriou's latest position is part of BMA’s strategy to accelerate the whiskey market and capitalise on the sector's growth.
“As a brand ambassador, the most important thing we do is educate about the category or about the brand,” she said.
“Angel’s Envy isn't the most well known brand in Australia, so it's bringing awareness about who we are, and what makes us different.
“We’re the link between the brand and the industry, including the hospitality side, and the marketing and sales side. It’s about understanding what's important for the industry, and then helping it navigate towards our brands.”
Grigoriou told FDB that the difference between acting as brand ambassador for Grey Goose and Angel’s Envy was all about recognition.
“Grey Goose is really a household name, everybody knows it. But having to push and talk about a spirit that people don't know, it's pretty exciting,” she said.
“Angel’s Envy is one of those spirits that pushes a boundary, while still respecting the tradition of the bourbon category, and I loved that. It sold me immediately on the brand.”
Co-founded in Louisville, Kentucky in 2011 by master distiller, Lincoln Henderson, and his son Wes Henderson, Angel’s Envy quickly made its mark. Bacardi-Martini acquired Angel’s Envy in 2015, by then the fastest-growing super-premium bourbon in the USA. Following a successful on-premise launch in 2020, the company is eagerly anticipating the upcoming consumer launch.
Angel’s Envy also kicked off a new chapter in 2022, with the appointment of master distiller, Owen Martin, who the company states brings a progressive approach to distillation and product development.
Bacardi-Martini managing director for Australia and New Zealand, Luiz Schmidt, said the company was thrilled to welcome Grigoriou as the Angel’s Envy Whiskey Specialist.
“Her expertise and passion for premium spirits are critical as we elevate the super-premium American whiskey category in Australia. Under Kayla’s leadership, we are confident the brand will become a significant growth driver and a favourite among Australian whiskey enthusiasts,” said Schmidt.
Grigoriou recently returned from a trip to the Angel’s Envy headquarters and distillery in Louisville, Kentucky, where she learnt the company’s pioneering secondary finishing technique from Martin.
“The exciting thing about Angel’s Envy is that it's a finished whiskey, a finished bourbon brand,” said Grigoriou.
“The finishing aspect of the bourbon is super important, and every bottle of Angel’s Envy is finished in a port wine barrel – something a bit different to the norm of the bourbon industry. It's not something that everybody does, which is pretty exciting.
“What really attracted me to the brand was that it is still a small batch. It's a craft distillery, which means there's so much dedication and care and love that goes into every bottle. There's such a hands-on approach, which is so important,” she said.
Australian industry
Discussing the whiskey scene, Grigoriou said that the strict category classifications for alcohols help to protect the spirit.
“I think it protects the spirit so much. If you want to call it a scotch, it has to be made in Scotland. It's the same with a spirit like tequila – unless it's made in Mexico from blue agave, you can’t use the title.”
“Likewise, there's so many rules that go into the category that we call it the ABCs of bourbon over here – but I think it protects the spirit, and I like that. With Angel’s Envy, we do push that boundary a little bit by finishing in port wine barrels, but at the end of the day we tick all those legal requirements to be labelled a bourbon,” she said.
When asked about the popularity of bourbon in Australia, Grigoriou said that she would have assumed whiskey as a whole would be more popular, but bourbon leant towards the Australian palate.
“I think we have a slight sweet tooth in Australia, without it being overly sweet. Bourbon has a lot of baking spices – that vanilla and caramel character coming through – so I think it leans to our palate,” she said.
“Australia's got a phenomenal bar scene, with so much innovation happening. I think bourbon is such a versatile spirit, so there's always ways to consume it in a different way.
“You can have it at the end of the dinner, in a delicious old fashioned, or in the afternoon in a spritz or a highball, and I think that appeals to people as well. No matter which way you drink it, you're going to get something different out of it.”
Speaking on the Australian industry, Grigoriou spoke about the strengths and challenges facing spirits, and said that there was a lot going on in the local whiskey scene.
“One of our strengths is that we do have such a prominent hospitality culture. From working in the industry on both sides, I've seen people in our bars nationwide, who want to constantly learn and develop their skills,” she said.
“Whether that's pushing ourselves to understand different flavours or working with the product in a different way, the drive to learn and develop is such a cool strength of Aussies.
“It's hard when the cost of our favourite alcohol is becoming crazier and crazier. That’s always going to be a challenge – our taxes are so high on our spirits that it's a full detriment for people, and it takes away from going out and enjoying drinks at bars or restaurants.
“We've seen Lark, Starward, and Nant Distillery produce these phenomenal whiskeys that take over the world, and we have perfect places to mature barrels in Tasmania, Victoria, South Australia,” said Grigoriou.
“It's definitely a younger category, but there are some pretty amazing whiskeys coming out of Australia, and I can only imagine what it's going to be like in the next 10 years.”
