Mr Black

What Mr Black does

Mr Black is an Australian premium coffee liqueur producer founded in Sydney in 2013 by designer Tom Baker and distiller Philip Moore. The company manufactures a single core product — a cold brew coffee liqueur made from 100% specialty-grade Arabica beans sourced from the Popayan Reserve in Colombia and the Guji Region of Ethiopia, processed via cold brew extraction and fortified with vodka — at ABVs ranging from 21% (UK) to 25% (US), and sold in 200ml, 700ml, 750ml, and 1L formats. The product range has been extended with limited editions (notably the 2025 Double Cacao collaboration with Starward Whisky), bundle SKUs such as the Espresso Martini Kit and Espresso Martini Top-Up Kit (the latter with Industry Beans), and branded merchandise including coupe glassware, enamel mugs, apparel, and tote bags. Mr Black serves two end-customers: adult consumers of legal drinking age (predominantly Millennial and Gen Z) seeking premium cocktail experiences at home and on-premise, and professional bars/bartenders who anchor espresso martini programs with the brand.

Commercially, Mr Black operates as a brand under Diageo Australia Limited, with Australian manufacturing and sales executed through Bundaberg Distilling Company Pty Ltd (QLD liquor licence 180574) from Bundaberg East, Queensland. Revenue mechanics are one-time unit sales across three channels: direct-to-consumer via the mrblack.co storefront (with AU/US/GB regional sites) and merch.mrblack.co; on-premise and off-premise retail through major chains (Dan Murphy's, BWS, Vintage Cellars, Liquorland in Australia; Waitrose, Master of Malt, Amazon UK in the UK; nationwide US retail); and country-specific regional distributors covering 25+ countries including Australia, the UK, the US, China, Hong Kong, Japan, Singapore, South Korea, Taiwan, and New Zealand. Pricing is fixed unit pricing by bottle size and market — approximately US$29.99 for 750ml in the US, A$50 for 700ml and A$85 for 1L in Australia — with limited editions (A$75) and bundled kits (A$149) commanding premium tiers. Marketing is content- and event-led, centered on a recipe compendium (14+ cocktails), a newsletter subscriber base ("Inner Circle"), the annual Espresso Martini Fest across five cities, and earned media coverage in trade publications such as Vinepair. No public revenue figures, funding rounds, or patents/trademarks are disclosed in available materials.

Name

Mr Black

Legal name

Bundaberg Distilling Company Pty Ltd

Website

https://mrblack.co

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Mr Black is an Australian premium cold brew coffee liqueur brand, founded in Sydney in 2013 and now operating under Diageo Australia, that produces a 100% specialty-grade Arabica coffee liqueur and ancillary kits/merchandise for adult consumers and on-premise bars across 25+ countries.

Ownership category

akta.pro rank

Product category

Coffee Liqueur

NAICS

Coffee and Tea Manufacturing (311920), Beverage Manufacturing (3121), Coffee and Tea Manufacturing (31192)

SIC

Beverages (2080)

akta.pro primary industry

Instant Coffee & Coffee Extract Manufacturing (AFAFADAD)

akta.pro secondary industries

Coffee, Tea & Cocoa Beverage Wholesale (AFAIAGAD), Coffee (Roasted, Ground, Whole Bean) (CRADAHAG)

Keywords

• Cold brew coffee liqueur
• Premium spirits
• Espresso martini
• Craft coffee liqueur
• Specialty arabica liqueur

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Alcoholic Beverage Product Sales: Direct sales of Mr Black Cold Brew Coffee Liqueur in various bottle sizes (200ml, 700ml, 750ml, 1L) through own e-commerce storefront, major retail chains, and independent liquor stores across 25+ countries.
2. Merchandise Sales: Sale of branded merchandise including apparel (t-shirts), barware (espresso martini glass sets), accessories (enamel mugs, bottle pins, tote bags) through own e-commerce platform.
3. Bundled Cocktail Kits: Sale of curated cocktail kits combining Mr Black liqueur with bar tools and recipe guides for home bartenders, such as the Espresso Martini Kit at A$149 containing liqueur, cold brew concentrate, shaker set, glasses, and measuring tools.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Mr Black produces and sells a cold brew coffee liqueur made from 100% specialty-grade Arabica coffee beans sourced from Colombia and Ethiopia, fortified with vodka. The company sells the liqueur in multiple bottle sizes (200ml, 700ml, 1L, 750ml) across more than 25 countries, alongside limited edition variants, cocktail kits, glassware, and branded merchandise.

Product overview

Mr Black is a cold brew coffee liqueur company offering a focused product portfolio centered on its core Cold Brew Coffee Liqueur, available in multiple sizes (200ml, 700ml, 1L) across different markets. The product line extends through limited edition variants like the Starward Whisky collaboration Double Cacao, and bundles including the Espresso Martini Kit and Espresso Martini Top-Up Kit that combine the liqueur with cold brew concentrate and barware. The company also offers merchandise including glassware, enamel mugs, apparel, and accessories. Mr Black positions itself as bridging specialty coffee culture with cocktail consumption, with the espresso martini as the flagship use case.

Differentiator

Problem solved

Functional benefit

Products and services

• Mr Black Cold Brew Coffee Liqueur Premium cold brew coffee liqueur made with 100% Arabica specialty-grade coffee beans sourced from Colombia and Ethiopia, fortified with vodka. Available in 25% ABV (US/750ml), 21% ABV (UK/700ml), and 23% ABV (AU/700ml, 1L, 200ml sizes), with tasting notes of dark chocolate, marmalade, and dried fig. Gluten-free, Kosher, and vegan.
• Double Cacao Limited edition cacao-forward coffee liqueur created in collaboration with Starward Whisky, combining cold brew Arabica coffee, Starward Peated Finish Whisky, and Tanzanian-sourced cacao nibs for a rich chocolate finish. Priced at A$75 per 700ml bottle in Australia.
• Espresso Martini Kit Complete home bar kit for espresso martinis, including 1x Mr Black Coffee Liqueur (700ml), 1x Cold Brew Concentrate (700ml), 1x Shaker Tin Set, 1x Strainer, 1x Measuring Jigger, and 2x Bespoke Cocktail Coupe Glasses. Priced at A$149 in Australia.
• Espresso Martini Top-Up Kit Refill kit pairing Mr Black Coffee Liqueur with Industry Beans Cold Brew Coffee Concentrate for making espresso martinis at home, developed in collaboration with Industry Beans.
• Espresso Martini Glassware Bespoke set of 2 espresso martini cocktail coupe glasses with 200ML capacity each, priced at A$39 / $35. Designed to complement Mr Black espresso martini serving.
• Enamel Mugs Limited edition set of two 370ML enamel mugs suitable for cocktails at home, sold as branded merchandise.
• Bottle Pin Enamel and brass lapel pin, 35mm x 14mm, suitable for jackets or bags, sold as branded merchandise.
• Mr Black T-shirt Relaxed fit crew neck t-shirt in 100% heavyweight 220 GSM combed cotton, branded with Mr Black identity. Priced at A$25.
• Pin Sheet Set of four enamel pins featuring Mr Black branding, sold as branded merchandise.
• Tote Bag Heavy-weight cotton tote bag featuring Mr Black branding, sold as branded merchandise.

Quantifiable outcome

• Second most popular cocktail in the US
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Starward WhiskyminorStrategic or Co-development PartnerCollaboration for Double Cacao limited edition product - a whisky and coffee liqueur combining Mr Black Cold Brew Arabica coffee with Starward Peated Finish Whisky and Tanzanian-sourced cacao nibs.
• Bundaberg Distilling CompanycoreChannel Partner/ Reseller/ DistributorBundaberg Distilling Company Pty Ltd handles Australian manufacturing and sales under Diageo ownership. Liquor licence number 180574. Products dispatched from 37 Avenue Street, Bundaberg East QLD 4670.
• Industry BeansminorStrategic or Co-development PartnerCollaboration for Espresso Martini Top-Up Kit pairing Mr Black Cold Brew Coffee Liqueur with Industry Beans Cold Brew Coffee Concentrate for home bartenders.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kahlúa: Kahlúa is the global mass-market leader in coffee liqueurs, owned by Pernod Ricard. It is the most direct competitor to Mr Black in the coffee liqueur category, occupying the mainstream tier that Mr Black is actively disrupting from the super-premium tier.
• Tia Maria: Tia Maria is a heritage coffee liqueur brand owned by Illva Saronno, competing directly with Mr Black in the same product category. Both brands target espresso martini occasions and on-premise bar accounts.
• Borghetti Espresso Liqueur: Borghetti is an Italian espresso liqueur brand with heritage positioning dating to 1860, directly competing with Mr Black in the coffee liqueur category with a focus on authentic Italian espresso credentials.
• Sheridan's Coffee Liqueur: Sheridan's is a layered coffee and chocolate liqueur brand competing directly in the coffee liqueur category, with strong presence in European markets where Mr Black is also expanding.
• Patrón XO Cafe: Patrón XO Cafe is a coffee liqueur produced by Patrón (Bacardi), competing in the same coffee liqueur category with premium positioning, particularly in on-premise bar settings where espresso martinis are served.

Broad incumbents

• Baileys: Baileys is Diageo's flagship cream liqueur brand and a portfolio sibling to Mr Black within the same parent company. It represents the broader liqueur category incumbent within Diageo and demonstrates the scale potential of liqueur brands under the parent.
• St-Germain: St-Germain is a premium elderflower liqueur owned by Bacardi, representing a comparable premium liqueur brand archetype. It demonstrates the global distribution and premium positioning playbook that Mr Black is executing.

Emerging players

• Firelit Spirits: Firelit Spirits is a craft Australian spirits brand founded by Tom Baker (co-founder of Mr Black). It represents an emerging Australian premium spirits player with overlapping brand DNA and founder connection.
• Mr. Stacks Cold Brew Liqueur: Mr. Stacks is an emerging craft cold brew coffee liqueur competing in the same niche, representing the broader trend of craft and cold-brewed entrants challenging legacy coffee liqueur incumbents like Mr Black itself once did.

Others

• Starward Whisky: Starward is an Australian whisky brand that partnered with Mr Black on the Double Cacao limited edition. They are a collaboration partner and adjacent premium Australian spirits brand, sharing the on-premise craft cocktail customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/mrblackspirits

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mr Black