New Zealand whisky sales and profits on the increase

Press, 3 June 1981, Page 17

New Zealand whisky sales and profits on the increase

Latest indications show that the percentage, of sales of New Zealand-made whiskies produced by Wilson Distillers, Ltd, are increasing. In last year's annual review. the "company’s chairman. Mr Charles Baker, reported an increased profit: "It is pleasing .to report that during’ the ' statistical year to June 30. sales of New Zealand whisky, as measured by clearances from bond, have performed better than any other major spirit ca-

tegory and that, of curse, includes white spirits. "However, in a year of subdued industry sales, our own case sales did not escape some down-turn with volume, compared with the prior year, down 1.5 per cent. "The brand share of our whiskies on the New Zealand market is estimated at about 13.5 per cent of all whisky sold, an improvement on the previous year,’’ -Mr Baker said. The catering, liquor and lodging trade magazine.

"Hospitality.’’ reports that the company’s brands, Wilson’s and 45 South, were introduced to the market in February 1974. and quickly gained a 10 to 12 per cent share of the New Zealand scotch market, in which they are most easily categorised. Initial annual production was in the range of one million litres of spirit, but, for some time, the distillery has been distilling for one month a year only. Information on stocks is not easy to obtain but there are certainly substantial quantities at ten years old and nothing under five years is now used in the blend — wnich doubtless accounts for the steady improvement in quality. Early Wilson’s history is a little "shrouded but." apparently, a James Wilson founded the company and went into the brewing of beer more than 100 years ago. The company's name at this stage was the Dunedin Brewery. Recently, a bronze medallion awarded to Mr James Wilson for his pale ale in the New South Wales International. Exhibition. in 1879 ■ came , to light. It- is not known how many years before this the company .was founded., Some time later during the gold rush days. James Wilson and his: three sisters sold the brewery to join the gold rush fever. However. they were unsuccessful and lost the family fortune. In the early 19205. a son of .James Wilson, Charles A. Wilson, purchased back the Dunedin Brewery and, as well as brewing beer, started experiments on malt extract. . In April, 1926. a public company was floated, the capital being 50,000 pounds. The issue was not fully subscribed until 1928 with shares first being listed in 1929. This company was duly named Dunedin Brewery and Malt.. Extract Company. -Ltd. • During the 1920 s arid 30s. the company owned or leased about . 15. hotels in Central Otago and Southland and also financed many more. In 1943, Wilson Malt Extract Co. started building a new' malt house, the previous one being in Invercargill, and this was completed in 1952. During the late 1950 s and

into the 19605, research into diversification carried on and in July, 1964, the company submitted an application to the Minister of Customs for a. distillation licence. A provisional licence w r as granted in October, .1964. to distil 227,000 litres of whisky. Further developments followed prior to any. distillation. A private company. Investigation Distillery, Ltd. was formed in 1965 and carried out experimental work for two years. Eventually the go ahead was given in 1968. The installation of distillery .equipment began in 1969 with the pot stills being commissioned in November of that year. The column still commenced operation a year later.. The: following year saw an increase in company capital and in November, 1973, with the release to the market of the first whisky, the company’s name was changed to Wilson Distillers. Ltd. Distillation continued and in February, ,1974. Wilson Distillers. Ltd, launched their two blended whiskies. Wilson’s and 45 South, on to the New Zealand market.