Shaking things up to raise spirits

Shaking things up to raise spirits is why we do what we do! We want people to have a great time with our brands and share this experience with others. We believe by being brave with our brands, bold in our thinking and customer obsessed we will deliver on this vision.

We strive to be disruptors and innovators of the liquor industry; known for doing things differently to the rest and entrepreneurial in our approach.

Our values are what inspire our passionate people to win the right way. We Dream Big! We make a Difference! We are Better Together! We have Fun!


Be brave with our brands, bold in our thinking and customer obsessed

SouthTrade was founded on April fools’ day in 2002 by Dave Higgins & Tony Stubley. They saw an opportunity to import Absinthe from the Czech Republic and introduce it to a generation of bartenders and consumers in Australia. Pretty soon word got out that these were the guys to partner with in building great brands in the on trade and soon the SouthTrade portfolio was full of award-winning brands.

Flash forward almost twenty years (and a couple of ownership changes) SouthTrade is now part of the Sazerac Family, an independent, family-owned Spirits company based in New Orleans. Sazerac owns and produces some of the World’s most respected and awarded American Whiskey, and SouthTrade still proudly partners with brands that our original founders brought in, as well as some outstanding new additions.