When you live on an island beneath an island continent with a population of only 2% of that of Shanghai, China’s biggest city, it pays to look for bigger retail opportunities.
That was the thought process of Tasmanian whisky pioneer Bill Lark, who kickstarted an industry dormant for 154 years back into life in 1989 with a simple question: “I wonder why there isn’t anyone making malt whisky in Tasmania?”
Founded by pioneers Bill and Lyn Lark in 1992, Lark Distilling Co. has been crafting world-class, award-winning Tasmanian whisky for 32 years.
A perennial pioneer, in 2011 Bill Lark visited China to assess its market potential and came home determined to diversify the company’s inventory and plan for the future.
One of those carefully laid plans has come to fruition this year, with the launch of its Dragon Special Release, available in 500ml bottles for $358.
A little higher in strength than Lark’s classic cask at 46.8%, Dragon was aged in sherry and port casks before being finished in Seppeltsfield tawny casks.
“Lark’s Dragon is viscous, yet has great depth and it takes the whisky drinker on a journey from the traditional to the new world,” said Lark master distiller Chris Thomson.
“This special single malt whisky has been distilled with the intention of producing a rich and confident palate structure, just like the dragon it represents.”
Lark worked with Shenzhen artists Yao and Susu to create the tapestry-inspired label.
“The wood dragon represents new starts, great beginnings, hard work, growth and prosperity and we are honoured to bring this to life for Lark’s first Lunar New Year release,” said the artists.
The 4,488 bottles of Lark Dragon available equate to $1.6 million of sales if they sell out.
“It’s an incredibly exciting time for the brand,” said Lark’s head of marketing Jase Whalley.
“We’re a 30-year-old startup that’s come a long way from Bill and Lyn’s kitchen bench to being Australia’s number one luxury single malt whisky.”
“We’re working on innovations that are scaleable and right for the brand, talking to the right consumers in the right locations. We’re on the next stage of building this brand globally, and the horizons are very exciting.”
“2024 is the year of the wood dragon, and wood is one of the most fundamental factors for whisky, so it felt like the right time for this limited edition.”
It’s been a pretty good week for Tasmanian whisky, with Lark taking home two Golds in the World Whiskies Awards, announced in London last Friday.
Sullivans Cove won five gongs, Hellyers Road four, Callington Mill two, and new arrival Waubs Harbour scooped the best small batch distillery prize less than a year after launch.
Tasmanian premier Jeremy Rockliff said: “Lark is an exporting success story with a world-class product that exemplifies the quiet pursuit of the extraordinary”.
“Lark is a true local success story on the international stage and is now found on shelves around the globe. Lark was one of the founding distilleries in Tasmania.
“Now the industry comprises of more than 80 distilleries, is worth almost $330 million, and employs more than 300 Tasmanians.”
There’s something in the water on the Whisky Isle.
Simon Crerar is the managing director of Impact&ble, a sustainable impact advisory firm. He was editor-in-chief of SmartCo Media from 2022-24, and before that the founding editor and then GM of BuzzFeed Australia. Simon began his career on Fleet Street at The Times, and has also worked for the SMH and News Corp Australia. He champions businesses having a positive impact on LinkedIn.
