With the latest NIQ report showing the moderation has no signs of slowing down, there’s a growing opportunity for alcohol brands to switch gears and get innovating. Food & Drink Business spoke with Tahli Watts, founder of the mid-strength spirits brand which is gearing up to transform Australian drinking habits, Enough.
Describing itself as a vibrant, modern brand that champions balance, luxury and health, Enough is kickstarting the category of conscious drinking – crafting locally made, clean, and high-quality products that make moderation easy, without sacrificing taste.
Source: Enough
The range of three mid-strength spirits is produced in Victoria, and features labels created in collaboration with Marx Design, aiming to develop something unique that also represents timeless quality.
Enough is headed up by Noosa local and mother of three, Tahli Watts, who describes herself as a lifelong creative with a background in FMCG, hospitality, sales, and marketing. After founding and selling two wellness product businesses, running her own café, and spending years consulting to startups and micro-brands always drawn to the intersection of brand, behaviour, and culture, she’s stepping into the world of spirits.
- What inspired the launch of Enough?
The idea for Enough came from a real moment: a weekend with girlfriends, tired of choosing between endless tea or getting too drunk too quickly. We wanted a grown-up, flavourful drink that felt special. I love a Negroni, but two’s a gamble. I wanted something elegant, made with care, and aligned with the life I actually live.
Furthermore, I also kept noticing a missed opportunity in gifting. That moment when you spend $30 on flowers and wish you could give a beautiful little bottle of spirits instead. Something thoughtful, refined, and something you were proud to showcase.
But more than that, I wanted to create a brand that felt different – something that speaks to modern drinkers and anyone who cares about their wellbeing, loves a great drink, and wants to be part of something honest, healthy, and fun. A brand led by women in a man's world. And a brand built on values, not gimmicks.
Enough is my creative vision, my business ambition, and my answer to the question: What would a better drinking culture look like?
The vision? To become the world’s leading mid-strength spirits company.
The mission? To help people drink better, not more.
The belief? That life gets richer when you have just Enough.
I passionately believe alcohol can exist in a healthy balanced way in our lives, but that’s exactly it. It needs balance. Too much is absolutely not good, abstinence can be extreme behaviour and temporary. I think as long as we know we are getting good quality products, that helps educate us on how to be healthy and drink.
- What have you noticed about beverage trends in Australia? Do you think the alcohol industry will continue to cope with ups and downs of demand, or if there will be a stabilisation?
Of course it will, it’s booze! And there’s a good case for structural stabilisation in the longer term, just not in the traditional sense. Premiumisation is here to stay. Consumers are drinking “less but better,” which means demand may stabilise in value, even if not in volume.
In terms of category shifts, spirits and RTDs are gaining market share over beer and wine in many regions, so the industry may stabilise within new norms. Health-conscious drinking and functional beverages (e.g., adaptogenic or non-alcoholic spirits) are also creating new sub-industries that may mature and plateau.
It’s time we calibrate back to normal healthy drinking habits.
- What’s the plan to establish an audience for Enough?
We’re here for the cocktail lovers, the gift givers, the mindful drinkers and the social curators. The fun runner, the long luncher and the ingredient readers. For those who want to enjoy the ritual, the flavour, the celebration and still wake up for pilates, the kids, or that early morning meeting. Enough is not about restraint, it’s about balance. It’s about having it all; taste, beauty, connection, and clarity.
We believe that currently, there is no one in the market place talking to these people well.
The dream is that Enough helps people find balance with alcohol. Long term healthy relationships. Support people who are health focused, allowing them to feel included and not awkward. Give people the power to say: “I’ve had Enough.”
We will definitely look to work alongside key distributors, retailers, on-premise accounts, and ecommerce.
- How long did it take to develop the product range, and what was the thought process behind it?
At least 2 years. Firstly, we needed to arrive at the best concepts and then, actually bringing the products to life was much harder than initially thought.
We are going to be the most respected mid-strength spirits brand in the country (if not world!) and so we need to offer people their everyday spirits. I think individually, spirits are so well represented at full strength and hence, can stand alone in separate categories but as experts in mid ABV, we need to satisfy all drinkers.
I love the idea of inclusivity and that all spirit drinkers can come together over Enough. In addition, I love the idea of being the at-home, luxury brand that you need for your backbar in case that “vodka” drinker pops over. And finally, the smaller size means people don't have to sit on a 700ml bottle of spirits for 5 years whilst it gathers dust.
Enough is gearing up for launch in October. Head to enoughbeverages.com for further information.
