Spirits Platform unveils new premium spirits identity

Spirits Platform has unveiled a new brand identity to reflect it becoming a full-service beverage solutions partner for the Australian trade, with a focus on the growing importance of cocktails across both on – and off-premise channels. It has expanded its offering to include mixers and syrups, enabling customers to access complete, scalable cocktail solutions from a single partner.

CEO Ian Atherton said it was more than a rebrand.

“It represents the evolution of Spirits Platform as a premium spirits-led business with expanded capability, built on a simple belief: building meaningful connections and creating exceptional experiences for our customers and the people they serve,” Atherton said.

Spirits Platform represents a portfolio of globally recognised brands across liqueur, whisky, and tequila, including Cointreau, Licor 43, The Macallan and Disaronno, alongside a growing presence in luxury and ultra-premium spirits such as Lark and Louis XIII.

The expanded portfolio is designed to support venues with greater efficiency while strengthening premium spirits visibility, ranging and rate of sale across both bar and retail environments. By integrating premium spirits, mixers, education and commercial capability, the business is positioning itself to deliver more practical, commercially focused outcomes for the trade.

The new identity is now live, reflecting a sharper, more modern expression of Spirits Platform’s commitment to premium and luxury spirits leadership and long-term vision for growth.

“As an independent, family-owned business, our focus remains on long-term partnerships and execution. We’re building a platform that the world’s leading premium spirits brands choose for growth, and one that delivers real value to our customers,” Atherton said.

Download Spirits Platform’s latest portfolio here: spiritsplatform.com.au/product-portfolio/

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