Australian Whisky Holdings sells Overeem

19 February, 2020 by Andy Young

Australian Whisky Holdings (AWH) has agreed a deal with Sawford Distillery for the sale of the Overeem Single Malt Whisky trademark and whisky inventory for $962,000.

The agreement will settle on 29 June 2020, and AWH Managing Director Geoff Bainbridge said the deal was in line with the company’s 10-year vision announced recently.

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“On our vision to Lark becoming what Penfolds is to Australia wine, AWY is taking a holistic approach to growth, and where appropriate disposing of non-core assets while maintaining our connection to the Tasmanian distilling community.

“The sale of the Overeem trademark will allow AWY to increase focus on Lark and return the Overeem brand to its founding family in order for both brands to achieve their fullest potential,” Bainbridge said.

The Overeem Distillery was started in 2007 by Casey Overeem and his daughter Jane Sawford (nee Overeem). Jane also co-founded Sawford Distillery with husband Mark Sawford, who said it was exciting to once again own the Overeem brand.

“We never really let it go. It’s still our favourite whisky. It’s what inspired my husband and I to start Sawford Distillery,” said Jane.

Mark added: “Our focus was to create a spirit equal to or greater than the premium quality, delicacy and complexity of Overeem. Now, to regain the Overeem brand, it’s incredibly fortuitous, makes for a seamless transition, and presents exciting opportunities into the future.”

Bill Lark, The Godfather of Tasmanian Whisky, said: “It gives me enormous pleasure to see the wonderful Overeem brand back in the hands of its founding family at a time when Lark is embarking on an exciting global vision and the Overeem family have reached a position of moving forward as a strong member of the Tasmanian Whisky story.”