Using a modern approach infused in tradition, Karu Distillery has become a name in Australian craft spirits from the bottom of the Blue Mountains.
The power of a name is often underestimated. The phrase “lives up to his/her name” brings emphasis to identity and value, propelling people to live better lives. Naming conventions also extend to objects. Take boats, for example. Owners give names to their boats from traditional and sentimental superstitions to ward off bad luck at sea. It also indirectly forms an emotional bond between the boat and the owner. The result: a boost of confidence at sea.
The same goes with brand identity. For Karu Distillery, the brand’s name comes from a heeded warning. The story started in 2015 when Ally and Nick Ayres, founders of the company, were re-evaluating their careers in their mid-20s. Taking a sip of whisky after a long day as an accounts’ investigator, Ally Ayres had a lightbulb moment.
“Someone out there makes what I’m drinking right now for a living,” she said.
From there, the two ventured on a spirits’ journey as a hobby, and after three years of thorough investigation and research, they eventually made a bold shift into the spirits industry. While they were faced with a wall of naming options for their brand, Ally had to break the news to her mother about dedicating herself to the craft of Australian spirits. Her mother called it a “very dangerous idea”. Ally explained that her great-grandfather, who owned a makeshift still back in the day, had not been successful in the business.
Despite this warning, her passion to start a distillery prevailed and instead became an act of tribute to her family and Estonian heritage. Karu means bear in Estonian, symbolising strength, courage, and resilience. Taking on this name, the company was born, balancing science and creativity to form a sustainable and modern approach to spirit-making.
Mastering the tradition
Nestled in The Devils Wilderness at the bottom of the Blue Mountains in NSW, Karu Distillery has earned its reputation as a producer through its use of natural ingredients and fresh water. The distillery was built from the ground up on a rural property that today operates as a distillery and production site.
For Ayres, the company’s approach to distilling relies on a firm traditional foundation. This means that each batch is distilled with strict control over temperature and timing using ingredients that support traditional practices, ensuring that every component of the spirit maintains the desired character and flavour.
“We’re a firm believer of sticking to traditional methods when you’re just starting,” she said. “Once you master the traditional methods, you can graduate onto being experimental.”
Not one, but two stills
To develop the company’s flagship products such as gin and rum, a distinct flavour profile can only be achieved through sourcing the right botanicals, carefully chosen for their unique regional qualities. Some of these botanicals are grown by the distillery, such as lemon myrtle, pomegranate, oranges, mandarin, and rose geranium.
The distillery adopts practices based on its commitment to flavour. For one of its spirits, the botanicals undergo a maceration process where they are soaked in a base alcohol to extract flavours and aromas before being placed in a botanical basket. A botanical basket, also known as a vapour infusion box, is a distillation apparatus component that infuses flavours into alcohol vapour as it passes through.
Karu Distillery owns two main stills – one is a column still, while the other is a copper pot still. According to Ayres, while some distilleries can operate using one still, she highlighted how having two stills provides an advantage in producing specific spirits. The column still works on white spirits, keeping the flavour neutral until the vapours hit the botanical basket.
While this process, called vapour distillation, is not overly common, the distillery uses this method to extract more delicate oils from the botanicals and make the most of the flavours that are often lost in maceration. For flavourful vodka or gin, the precision of temperature control is central to ensuring a clean and balanced result.
For rum, the process differs, and the type of still also differs. Using a copper pot still, this process relies on fermentation to bring out deeper and more complex flavours. With no extra additives other than rainwater and yeast to ferment NSW-grown molasses, organic compounds that create fruity flavours in spirits – called esters – are formed. By operating on two different stills, Karu Distillery focuses on delivering spirits that are outside the box while remaining true to their traditional classification.
“Our rum is thick, chewy and aromatic while our clear spirits are delicate and bright,” Ayres said.
Sustainability as a journey
For Ayres, sustainability is not something that can be conveniently achieved in one go. It is a journey that is expensive and long but worthwhile to safeguard the environment. Embedded in the design and daily operation of the distillery, the facility was built to operate efficiently with limited environmental impact. For example, the business remains conscious of waste reduction, water recirculation, and energy efficiency throughout production.
“We’ve upgraded our lights and fridges in the warehouse to power-saving alternatives,” she said.
Sustainability also extends beyond the environmental. As the word suggests, practices and changes need to be adopted to sustain a business. The distillery’s location in the lower Blue Mountains, surrounded by bushland, has made it prone to severe weather conditions such as bushfires and flooding. This also affects consistent flavours, as locally grown fresh botanicals require steady weather conditions.
With a second distillery warehouse space in Richmond that is not as prone to floods and fires, the company is better positioned to respond to these challenges. A local and larger warehouse space also removes logistical hurdles.
Living up to the name of Karu
Looking ahead, Karu Distillery is focused on continuing to refine processes, enhance efficiency, and develop products that stand out in quality. Plans include extending the distillery’s footprint to accommodate additional production while maintaining its hands-on approach. With a second warehouse, Ayres mentioned goals to see Karu Distillery venues that allow customers to have sensory experiences in both taste and atmosphere.
The company is looking to be involved in more collaborations with other producers and projects, expanding its product range in ways that make a difference. For example, its ‘Wilding: Jubatus Dry Gin’ infused with African botanicals was launched to fund cheetah conservation.
Turning ambitious ideas into reality, Ayres was awarded the IWSC Trophy for Emerging Talent in Spirits. Earning over 140 international accolades, Karu Distillery aims to live up to its name in remembrance of strength, heritage, and bravery.
“We want to increase our presence in the everyday drink culture,” said Ayres. “We’re already in bars and bottle shops and would love to share what we do with people in their celebrations and good times.”