George Georgiadis appointed to re-established Brand SA Board


Co-Founder of Never Never Distilling Co, George Georgiadis, is among a leading group of passionate South Australians appointed to the re-established Brand SA Board and will promote the state to the world.

Mr 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.

The distillery 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.

Other born-and-bred members of the Brand SA Board with strong local ties include:

  • Callum Hann acclaimed chef, owner of city restaurant Eleven, and director of Sprout and Dietary Hawk;
  • Rebecca Morse, award-winning journalist, news and SAFM radio presenter;
  • Franklin dos Santos, CEO of Foodland Supermarkets Australia; and
  • Jade Torres, Director of Pwerle Aboriginal Art Gallery, and proud Alyawarre woman and artist;

The new board members are widely recognised advocates for South Australia and will bring individual knowledge, skills and industry expertise to help support local businesses grow.

L-R: Tim Boast, Sean Baxter & George Georgiadis. Photo: Cocktails and Bars.

The appointed members have diverse backgrounds in food and beverage, tourism, arts, media, retail and entrepreneurship and are all committed to building SA’s global reputation and championing our products, produce, services and experiences.

Brand SA is now a dedicated agency within the Department of Trade and Investment, with about 8000 businesses registered and using the State Brand.
The Brand SA Board will be led by Chair Jane Jeffreys. Ms Jeffreys runs her own national consulting firm and has more than 30 years’ experience at iconic local organisations including the Adelaide Convention Centre and Port Adelaide Football Club.

The board will hold its first meeting later this month and will be tasked with championing Brand SA’s mission to protect and strengthen the state’s image and reputation while guiding customer choices to shop local.

The re-established Brand SA is already having an impact with its ‘Spend Your Support’ campaign launched to help River Murray businesses in need and encourage South Australians to buy directly from flood-affected communities.

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