Vic Distilled has announced the launch of its flagship campaign, Serves of the State, celebrating Victorian spirits and distilling through a curated program of cocktails across the state.
Running across two weeks from 19 January to 1 February, the campaign will feature 15 venues and 45 cocktails, highlighting local producers in metropolitan and regional locations.
Vic Distilled is a brand developed by industry body Spirits Victoria Association to promote Victorian spirits and distilleries to local, national and international audiences.
A total of 45 Victorian distilleries will be showcased through the campaign, offering consumers insight into the range of spirits produced across the state.
“From innovative gins and new world whiskies to local amaros and absinthe, the breadth of Victorian craft is as impressive as the delicious creations they’ll be shaken, stirred and built into,” said Seb Costello from Spirits Vic Association.
Melbourne venues taking part include Cumulus Inc., Black Kite Commune, Gemini, Farmer’s Daughters, Gin Palace, Blackbird, Hotel Railway Brunswick, The Lincoln, Tzaki, Bar Ampere, Le Bar Supper Club and Bar Clara. Regional venues include Daisy in Geelong, Renard in Ballarat and Brae in Birregurra.
Each venue has been paired with three spirits from three different distilleries and given creative freedom to develop three cocktails that showcase Victorian products. Consumers will be invited to vote for their preferred cocktail, with the winning entry named Victoria’s 2025 Serve of the State.
The campaign coincides with the Australian Open and will form part of Melbourne’s summer hospitality calendar. Further details, including the cocktail list, will be released in January.