Vic Distilled has launched as a new platform developed by industry body Spirits Victoria Association, aimed at promoting Victorian spirits to local consumers, visitors and trade.
Vic Distilled has been created to encourage drinkers to explore spirits made in Victoria and to increase awareness of the state’s distilling sector.
Representing more than 180 distilleries across Victoria, the platform brings together producers ranging from established national brands to small family run operations in metropolitan and regional areas. Vic Distilled positions itself as a state based spirits marketing body, with a focus on encouraging local consumption, supporting distillery tourism, promoting Victorian spirits in venues and strengthening the state’s reputation as a place to build a distilling business.
While Victoria has a long distilling history, much of the current sector is relatively new. More than half of Victorian distilleries have opened since 2020, with only a small number operating for more than a decade. Collectively, the sector contributes $2.98 billion to the Victorian economy, supports more than 23,000 full time jobs, attracts around 230,000 visitors each year and generates $41 million in exports.
The launch coincides with the appointment of Tayla Kendall as Vic Distilled’s inaugural ambassador. Kendall brings experience across hospitality, sales, brand building and bartender education, with previous roles including Brookie’s Gin, SouthTrade International, Vanguard Luxury Brands, Four Pillars Gin and The Gospel Rye Whiskey.
In the ambassador role, Kendall will represent Victorian distilleries through media engagement, industry events, distillery visits, venue partnerships and consumer education.
“There are no two distilleries alike. Victoria’s distilling landscape is rich with unique terroir, progressive innovation and sincere dedication to craft,” said Kendall.
“Opting to drink local means more than just supporting Victorian spirits it’s the discovery of stories, places and flavours that can truly only be found here.”
Vic Distilled’s first campaigns are scheduled to roll out in 2026.