South Australian distillery, 23rd Street, is making waves in the industry with its Australian whisky range – awarded two gold medals at its first competition, the Spirits Business Luxury Masters 2024. The company’s director of hospitality, sales, and marketing, Chris Illman, shares some insight into the whisky industry in Australia, and 23rd Street's presence in the sector.
In 2014 there were only 28 distilleries across Australia. Ten years on, there are over 300, with over 100 producing whisky. According to market research group Roy Morgan, whisky is the most popular spirit in Australia, and the country’s youthful local industry is working overtime to establish Australia in the market.
Bickford's Group owned distillery, 23rd Street, makes a range of spirits, and is particularly known for its gin. After several forays into the whisky game over the past five years, the company has perfected its Australian whisky range, released in April by the bottle and in an RTD form.
Starting out
Illman said the company’s whisky journey began in 2018, with a whisky mash produced by Vale Brewery using barley from Kangaroo Island, and distilled in the pot stills at 23rd Street in Renmark.
“With Aberlour Speyside Single Malt Whisky as our benchmark, we set out to establish our house style,” said Illman.
“At that time, we were looking to expand beyond our gin and vodka offerings. The Australian whisky industry was still finding its footing, with pioneers like Sullivans Cove, Lark, and Starward paving the way. With our distilling expertise, we saw an opportunity to play a meaningful role in shaping Australia’s whisky culture and expanding the palate of local whisky enthusiasts.”
“The Australian whisky industry is evolving at a remarkable pace. While Sullivans Cove was the early trailblazer, the real momentum has come in the last five years. Many distilleries initially focused on single malts with higher ABVs and price points, often exceeding $120 – making it tough for new consumers to dive in.”
“Fortunately, we're now seeing a broader range of offerings in the $75-$100 range, making Australian whisky more approachable both in flavour and affordability,” he said.
Surprising to some, the Australian whisky category is currently driven by a younger demographic, with men and women under 35 fuelling interest and growth in the spirit.
“While many assume it’s the 50-plus demographic leading the charge, we’re seeing significant traction among younger consumers,” said Illman.
“This group is particularly intrigued by the story behind the whisky – where it’s made, how it’s sourced, and the unique character of each distillery. They’re keen to support local producers. ‘
“Just like the industry itself, their tastes are evolving. Most start with a preference for smooth, rich, and rounded flavours – think malt, vanilla, and a touch of citrus. But as they become more seasoned, they seek out more complexity, higher ABVs, longer barrel ageing, and limited releases,” he said.
Setting the scene
Whisky is a product fundamentally shaped by its environment, a fact well understood by Australian local distilleries. Unlike many Scottish whiskies that mature in near-freezing conditions, Australian whisky is aged in warmer temperatures, which accelerates maturation and intensifies its flavours.
The ingredients also differ across nations and regions, with 23rd Street’s Australian Whisky using premium local malted barley as its grain base. Illman said that the appeal of Australian whisky boiled down to Australia's love for all things local.
“Craft gins, vodkas, and local beers have been embraced for years – Australians have a deep-rooted love for local products,” he said.
“Imports just don’t have the same pull as meeting the distiller, seeing where it’s made, and discovering a spirit that’s entirely Australian. Aussies care about where things are made, how they’re made, and why they’re made. When you pair exceptional whisky with consumers eager to learn its story, that’s when the magic truly happens.
“While many consumers are familiar with international brands, Australian whisky still needs a strong push from retailers. Dedicated sections in catalogues, in-store bays, tastings, engaging POS displays, reviews, podcasts, and EDM campaigns all play a vital role.
“The more exposure consumers have, the more curious – and willing – they become to invest in and explore Australian whisky. Every touchpoint matters, driving awareness and, ultimately, trial.”
Developing a signature
Seeing the opportunity to break into the Australian whisky scene and help shape its progress, 23rd Street began to develop a house style – with a goal of delivering the highest quality new-make spirit.
Illman told Food & Drink Business that the distillery aims for sweet, soft oils and rich layers of grain and malt from the beginning, using distillation cuts guided purely by aroma and flavour.
“We’re meticulous, carefully avoiding any heads or tails notes. Only the purest hearts fraction makes it through, reduced to approximately 65% ABV before maturing for 2.5 years in a diverse range of oak barrels and small oak vats,” he said.
The company’s premium fortified portfolio gives the team access to tawny, muscat, and Apera barrels, to add complexity to the whisky base. The spirit is then matured in a mix of seasoned French and American oak casks, as well as bourbon barrels.
“The whiskies selected for our Australian whisky maintain a profile of gentle, sweet malt, with a touch of bright barley layers. We aim for a soft oak influence, with gentle dark chocolate undertones and well-integrated tannins,” said Illman.
“What sets our Australian whisky apart is its distinctive citrus spice and vibrant malt flavours, making it highly blendable and versatile – perfect for cocktails and mixers. The harmony between its aromas and flavours makes it a true standout, delivering both depth and brightness in every sip.”
As Australian distilleries continue expanding and innovating, fine tuning the characteristics of local whisky and lowering the entry price for consumers, 23rd Street is investing itself in the continued growth of the category.
“I’m confident we’ll continue to see growth in more accessible price points, sparking greater trial of Australian whisky,” said Illman.
“We’re also poised to see a surge in whisky-based canned options (RTDs), which are often the gateway to discovering Australian whisky. RTDs are hugely popular with the 18-35 demographic, a group that loves both convenience and local stories – making this category ripe for expansion.
“We’re excited about our new offerings, available in 5% and 8% Australian whisky mixed with cola. It’s all about pairing familiar flavours with exceptional whisky, creating a product people can trust and enjoy.”
