80 Proof Liquor acquires Australian wine label, Boujee


Australian wine label, Boujee, has been acquired by 80 Proof Liquor. 80 Proof Liquor plans to maintain the vision, direction and values of Boujee, which was created by husband-and-wife duo Shane and Natalie Barrington. 

“The brand’s vision aligns with our company values,” 80 Proof Liquor co-founders Danny Grant, George Grigoriadis and Jess Conti stated. 

“80 Proof is an innovative liquor company and we want innovative brands with similar values under our umbrella. When we met Shane and Nat and they passionately spoke about their vision, we knew Boujee was the perfect brand to expand our portfolio.” 

The acquisition amount of Boujee remains undisclosed, however the team have revealed they have big plans to bolster Boujee. Shane Barrington has joined the 80 Proof team, with ideas to expand across independent and chain stores across Australia and abroad. 

Image credit: Boujee

The Barringtons have both managed and owned independent liquor stores across Melbourne for over two decades. With the goal of bridging the gap between affordable and fine wines, they aimed to simplify the confusing process of selecting good drops for wine-lovers who don’t have the time to navigate a saturated and sometimes overcomplicated market. 

“We have real faith in the group at 80 Proof to take our product to the next level,” Natalie Barrington said. 

“We are excited to have them as the driving force for the next part of an already amazing journey.” 

Boujee are great-tasting wines, minus the “bullshit.” With fun brand strategies, vibrant designs and a transparent agenda, Boujee has been an instant hit amongst Melburnians. 

Boujee was also heralded by Tipple as Melbourne’s leading online alcohol delivery platform. In its first year alone, Boujee was the best-selling selection across all Tipple partnered stores, snowballing with serious traction throughout the pandemic. 


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