George Georgiadis and long-time friends, Tim Boast and Sean Baxter, left established careers in 2017 to launch Never Never Distilling Co. in the South Australian wine region of McLaren Vale.
In an interview with The CEO Magazine, Georgiadis said his decision to leave an executive job with Macquarie Bank in Sydney and launch Never Never in SA was a good one.
“Certainly from a business perspective the spirits market was really starting to take off back then,” Georgiadis said in the interview.
“When we started doing the preparation there were maybe 10 or so gin brands in Australia.”
Never Never now has more than 40-odd staff split between manufacturing, hospitality and exports, and the business has become a formidable name in Australia’s spirits market.
Founded on the mantra of creating gins that are bursting with flavour and designed to enhance classic serves, the distillery’s Triple Juniper Export Strength was named the World’s Best London Dry Gin this year.
“More flavour makes better gin and better gin makes better drinks, so that’s our mantra and around that we’ve always tried to push the boundaries of innovation,” Georgiadis, who was recognised in the SA 40 Under 40 list 2021, said.
Now, Georgiadis, Boast and Baxter hope to further expand their rapporteur with the recent launch of a beeswax and olive gin in collaboration with Sydney’s Maybe Sammy bar.
According to The Advertiser, Never Never is also set to host its first event over the July 22 weekend – Oyster Palooza – in a bid to collect local oyster shells for its next batch of hugely popular oyster shell gin.