EXCLUSIVE | Larry Emdur's Whisky Venture Is Growing Up - And Its Biggest Bet Yet Isn't the Whisky

What began as a birthday gift for 60 mates is quietly becoming one of Australia's most ambitious premium spirits businesses.

The appointment of highly-regarded Sullivans Cove Distillery and Lyre's Spirit Co Global CMO, Kristy Bloomfield, as Chief Executive Officer and Co-Founder of The Ben Buckler Whisky Company signals something much larger than a senior executive hire. It represents the transition of Larry Emdur's passion project into a serious premium consumer brand with international aspirations.

Originally created as a limited-batch whisky for Emdur's 60th birthday, The Ben Buckler has rapidly evolved into an award-winning Australian whisky brand, collecting Gold medals across international competitions while securing national distribution and premium hospitality placements.

For Bloomfield, however, the opportunity extends well beyond producing another successful whisky label.

"My appointment marks the evolution of The Ben Buckler from an entrepreneurial success story into a scalable premium lifestyle brand with global ambitions," she says.

"Our focus is now on building long-term brand equity, accelerating distribution, strengthening international partnerships and positioning The Ben Buckler as Australia's next globally recognised premium spirits brand."

That philosophy reflects a significant shift occurring within premium spirits globally.   Consumers are increasingly buying into stories, culture and lifestyle as much as the liquid inside the bottle.

Bloomfield believes that creates an opportunity for Australian brands prepared to think differently.

"We're building something much bigger than a whisky label," she says. "We're creating an aspirational Australian brand that can recruit the next generation of whisky drinkers while remaining authentic to where we came from."

The appointment also comes as the company prepares for its next stage of expansion, with strategic investor interest already emerging.

While Bloomfield remains measured on timing, she confirms that any future capital would be directed towards accelerating direct-to-consumer growth, expanding international markets, investing in innovation and strengthening the infrastructure needed to support global scale.

The ambition for distribution is equally selective.

"Our ambition isn't simply to be on more shelves - it's to be in the right places with high frequency," she says.

"We're focused on premium independent retailers, leading hospitality venues, luxury hotels and destination bars that align with the aspirational lifestyle the brand represents, while continuing to strengthen our direct-to-consumer business."

Although Australia remains its cultural home, the company is already exploring export opportunities across the United Kingdom, Europe, selected United States markets and Asia, where premium Australian provenance continues to resonate with consumers seeking authenticity.

The strategy extends beyond traditional liquor marketing.

Rather than relying heavily on paid advertising, Bloomfield says the brand intends to build awareness through hospitality experiences, premium partnerships and cultural collaborations spanning food, music, sport and travel.

"Our strategy is centred on earned influence rather than paid interruption," she says.

"We want collaborations that feel authentic and create memorable moments rather than traditional sponsorships. We don't simply want to sit on shelves - we want to become part of Australian culture."

That positioning may prove to be The Ben Buckler's greatest differentiator.

At a time when many legacy whisky brands lean heavily on heritage and history, Emdur's venture has built its reputation around contemporary Australian identity - relaxed, coastal and distinctly unpretentious.

For Bloomfield, that's exactly what gives the brand permission to scale.

"There are lots of products on shelves," she says. "We want to build a highly relevant, memorable brand that consumers genuinely want to be part of."

With new hospitality partnerships, retail programs, product innovation and international expansion all planned over the coming year, 2026 is shaping as a defining chapter for one of Australia's newest premium spirits success stories.

And for a business that started with just 60 bottles for 60 friends, the next round may prove considerably larger.