Hellyers Road eyes mainland and Asian expansion through new strategic partnership
The distillery which owns 90 per cent of Australia's ultra-aged single malt has partnered with DMG Fine Wine to expand its national and international reach.
The strategic partnership centres around promoting Hellyers Road’s single malt and whisky cream range across mainland Australia, leveraging DMG’s existing networks.
It also includes a longer-term ambition to introduce the Hellyers Road story and whisky portfolio to a broader international audience, with a particular focus on key Asian markets.
The distribution and sales partnership expands on DMG Fine Wine's experience growing iconic Tasmanian drinks brands, including House of Arras, which it acquired from Accolade in 2023.
DMG also represents a number of leading spirits brands in Australia, including Moutai, the number one alcohol brand by value globally, according to Kantar's Most Valuable Global Brands evaluation. However, Whisky Magazine Australia understands Hellyers Road is the first Australian whisky brand to join DMG’s portfolio.
Hellyers Road CEO Derek Charge said the distillery took its time selecting the right partner.
“Hellyers Road reflects almost three decades of patience, care and conviction in making fine whisky in Tasmania. Choosing who represents that work deserves the same careful consideration," Charge said.
“As owners and producers of exceptional wines themselves, [DMG] understand what goes into making something of lasting quality. Their uncompromising approach to their own products, and to those they represent, made them a natural choice for Hellyers Road. That shared understanding gives us confidence as we bring our whiskies to more retailers and hospitality businesses across mainland Australia, represented by people who understand where they come from, how they are made and what makes them worth seeking out.”
DMG founder William Dong added: "Hellyers Road is one of those rare Australian brands with genuine history, provenance and substance behind it. What began with a group of dairy farming families in North West Tasmania has developed over almost three decades into a whisky producer with an extraordinary depth of aged stock and international recognition."
DMG Fine Wine will represent Hellyers Road's entire Hellyers Road core range, selected aged and rare single malts, and Hellyers Road’s Whisky Cream.
"For DMG, this is about more than adding another whisky to our portfolio," continued Dong. "As part of our continued effort to champion Brand Tasmania, we see Hellyers Road as a perfect example of the quality, authenticity and craftsmanship the state is capable of producing.
"We believe Hellyers Road has significant potential, and our focus is to build its presence in a considered and sustainable way across hospitality, retail and the broader drinks trade. We also want to introduce its story and whiskies to more whisky lovers around the world, particularly in Asia. We’re excited to build that journey together over the long term.”
