Australian cricket legend, Michael Clarke, has announced a partnership with Australian Boutique Spirits (ABS), a family-owned distillery that develops, manufactures and exports a collection of Australian made spirits, joining the company as an ambassador and investor for the ABS direct-to-consumer platform, Bevmart.
Launching in June this year, Bevmart is the exclusive online marketplace for the ABS spirits, liqueurs and ready-to-drink categories, in addition to holding private distribution deals with renowned global brands, such as rapper Drake’s Virginia Black Whiskey and Mod Selection Champagne.
A sentiment to the rapid growth and channel expansion facilitated by ABS in a time where small business was in freefall, the commercial partnership with Michael Clarke was conceived from a shared passion in great Australian product, investment in technology and delivering a solution based on convenience and premiumisation.
“I’ve always wanted to partner with a liquor brand that shared my values, so the decision to invest in ABS and commence my ambassadorship role with Bevmart was a natural fit, not only professionally – but personally too. Growing up in Liverpool, I’ve always had a connection to Western Sydney, so I’m extremely proud to represent this community in sharing our outstanding brands and products with the country. It’s never been a more important time to support the Australian economy after the crippling effects of COVID-19, and now I can do something about it,” said Michael Clarke.
Given the strong demand for ABS spirits, the company will uniquely bypass the traditional and heavily intermediated distribution route and instead sell products through a Direct-To-Consumer (DTC) model through its company owned DTC distribution platform, Bevmart. This will facilitate a more intimate, direct relationship with ABS customers which will facilitate both faster delivery and a superior customer experience.