Welsh spring water and natural mixer company Llanllyr Source will launch across Australia in December, with Awesome Food Co taking the role as distributor of the range in the region.
Llanllyr Source was founded in 1999 and has built its reputation among restauranteurs and sommeliers in the UK, USA and Canada. In 2008, it released its premium water in aluminium cans for the US and UK market, and has since worked to continue removing all plastic from its packaging for its launch in Australia.
Its range consists of Tonic Water, Light Tonic Water, Ginger Beer, Fiery Ginger Beer, Bitter Lemon, Lemonade, Ginger Ale & Club Soda, with all the natural mixers created to be enjoyed both on their own or paired with spirits.
John Russo of Awesome Food Co – Llanllyr Source’s Australian distributor – told Food & Drink Business that the decision to take on the range was based on the “perfect alignment” between both companies’ vision and passion for quality, as well as the opportunity to ensure the premium choice of mixers and table waters in Australia was not limited to one or two premium brands.
“My extensive time spent overseas has highlighted the relevance and shift to premiumisation in all food and beverage categories. There is a strong focus on clean labels and premium ingredients, which is present in all Llanllyr Source products. We are offered many choices of brands in Australia, but we are limited to premium options with good ethos and focus on quality and sustainability,” said Russo.
“Being instrumental in bringing the first premium mixer brand to Australia in 2015, I was well aware of the consumers desire to enjoy craft gin and spirits with craft mixers of high quality with no nasties.”
“We felt that while many companies are trying to be everything to everyone and creating mixers that don’t make sense, we felt our focus was better spent on the key range consumers desire and to do those ranges as awesome as possible. Rather than have 15 flavours that confuse consumers, and focus on volume and profit, we wanted to focus on quality.”
Russo said it “made sense” to bring a premium still and sparkling water from an organic source that was “pure, authentic and the best in its class” when bringing awareness to Llanllyr Source as a total brand.
Overall, the category of premium mixer drinks in Australia has mostly evolved for towards benefit for the consumer, Russo told F&DB.
“The market will respond well to the new Llanllyr range as it is premium in quality, taste and design,” he said.
“It ranks as one of the highest mixer range on Ginventory, which scores a perfect 10/10 for the truly amazing and unique Fiery Ginger Beer…which will definitely be a hit down under with the mixologist and punters. Imagine having the perfect dark and storm, using a premium vodka together with our Fiery Ginger Beer.”
More developments in the Llanllyr product portfolio are expected to come in the coming year, said Russo: “Think functional sparkling waters and imagine mixer flavours to suit Mezcal and dark rums.”
The new Llanllyr Source range is now available in BWS, Romeos and online, with more stockists being added weekly.
