St Agnes Considers Export Markets

St Agnes Distillery has said that it is considering export markets in a serious way for the first time. The distillery, which produces Australia’s number one selling brandy, told drinks bulletin that it is currently looking at South East Asia, China and the UK as primary international markets to export to.

In preparation and timed with the announcement, St Agnes is rolling out a packaging upgrade to its VS and VSOP brandies in Australia. These two SKUs will be the main focus for export for the distillery, which has ensured that the new labels include internationally recognised terminology, such as “VS” (Very Superior), to help communicate the product to audiences overseas when the expansion takes place.

Over 40 different designs were considered for the upgrade, with the final also chosen for its craft and premium feel.

“As Australia’s only handcrafted VSOP brandy we felt it was high time to lift its image, give the packaging a more luxurious feel and position ourselves alongside the more highly regarded international brandies”, said St Agnes Distillery Marketing Manager, Matt Redin.

“We have proven to be a quality march in international spirits competitions and now have a package that comfortably sits alongside many higher priced imported products.”

St Agnes has trialled export of its newly released St Agnes XO Grand Reserve 40 YO and St Agnes XO Imperial 20 YO, however VS and VSOP will remain the lead products for international markets due to limited quantities of its uber luxury range.

China will be first to receive the VS and VSOP brandies, where Redin said the desire for high quality entry level spirits is growing rapidly.

As St Agnes considers export, Redin says there is also naturally consideration to production capacity at the distillery.

“We have good stocks of these brandies, but if demand does really ramp up we will need to increase our spirit make accordingly – having to hold VS quality spirit for a minimum of three years and our VSOP for five years does hamper our ability to increase rapidly so we need to plan carefully.”

Upgraded packaging 

Trade waiting to receiving the upgraded packaging will notice a number of other modifications when it lands on shelves.

The exclusive proprietary bottles also feature a slightly modified St Agnes logo in raised emboss with new capsules and more contemporary, elegant and premium label designs.

The most dramatic changes have been to the St Agnes VS. Gone is the “3 Star” moniker that first appeared in 1944 when it replaced “Hospital” on the pack.

Also lost from the label is the off-white background that has been on every label since they were first printed in 1925 and the “Classic Pot Still” phrasing. These have been replaced by a more opulent gold background and “Double Distilled Pot Still” wording to highlight the fact that St Agnes VS is the only brandy in Australia currently made using this superior, traditional distillation method.

Featuring an all blue metallic label with gold highlights and raised emboss, the St Agnes VSOP label changes are less dramatic but immediately add an extra quality dimension to the packaging.

Contact your local representative at Vintage House Wine and Spirits for more information and stock.

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