180 distillers in Victoria unite to launch new platform Vic Distilled, encouraging state to drink local

With welcome to inaugural ambassador Tayla Kendall

Vic Distilled, the new platform developed by industry body Spirits Victoria Association, has officially launched, marking a major step forward in championing Victorian spirits and distilleries to locals, Australians and international visitors alike. Vic Distilled has gone live with a website, Instagram and ambassador.

Created for drinkers to Find Their Spirit inVictoria, Vic Distilled celebrates the state’s well renowned status asAustralia’s most exciting spirits playground.

Through its channels and activations it will connect Australian drinkers with the best of Victorian distilling - celebrating craftsmanship, encouraging local pride, and putting the state’s thriving spirits scene firmly on the national stage.

Representing every distillery in the state, more than 180 makers ranging from large, nationally recognised producers to small family-run operations in both city laneways and rural towns, VicDistilled becomes Australia’s first state-led spirits marketing body. Its mission is to encourage Victorians to drink Victorian, inspire state visitors to explore local distilleries and cellar doors, motivate venues to championVictorian spirits behind the bar and cement Victoria as the best place inAustralia to build and invest in a spirits business.

Although Victoria’s distilling history runs deep, the current boom is strikingly young: more than half of all distilleries have launched since 2020, and only a handful have operated for more than a decade. Collectively, these makers contribute $2.98 billion to the Victorian economy, support over 23,000 full-time jobs, welcome 230,000 visitors annually, and deliver $41 million in exports.

At the heart of this new chapter is the appointment of Tayla Kendall as Vic Distilled’s inaugural Ambassador.

A highly respected Spirits Marketing andAdvocacy Specialist, Tayla brings two decades of experience across hospitality, sales, brand building and bartender education, with an enduring passion forVictorian spirits and on-premise culture. Her career spans roles with Brookie’s Gin, SouthTrade International, Vanguard Luxury Brands and, most recently, the trade marketing teams behind Victorian icons Four Pillars Gin and The GospelRye Whiskey.

As Vic Distilled’s Ambassador, Tayla will represent more than 180 Victorian distilleries, championing local spirits through media engagement, industry events, distillery visits, venue collaborations and consumer education. Her mission: to spotlight the people, passion and unique sense of place that make Victoria one of the most exciting distilling regions in Australia.

Tayla says she is thrilled to help tell the stories behind each distillery, noting:

“There are no two distilleries alike.Victoria’s distilling landscape is rich with unique terroir, progressive innovation and sincere dedication to craft. 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 will roll out in 2026 (info on this to follow next week), ushering in a new era for Victorian spirits.

Discover more on Instagram @vicdistilled for more information.

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