SouthTrade International

What SouthTrade International does

SouthTrade International, now operating as Sazerac AUNZ following a 2025 rebrand, is an Australian-headquartered spirits import, marketing, and distribution company serving the Australia and New Zealand (AUNZ) market. Founded in 2002 and headquartered in North Sydney, the company functions as the wholly-owned regional arm of the global Sazerac Company (New Orleans, Louisiana), distributing a portfolio of over ten premium spirits brands including Fireball, Southern Comfort, Buffalo Trace, Starward, Alizé, Sheepdog, Hard Fizz, Master of Mixes, Corazon, and the recently launched Traveller Whiskey (a celebrity collaboration with Chris Stapleton) and Mango Shotta.

The company operates a B2B distribution model targeting trade partners — bars, on-trade venues, retailers, bottle shops, and supermarkets — while also reaching end consumers through branded marketing and ready-to-drink product formats. Its revenue mechanics center on transactional product sales via direct sales relationships and wholesale channels, with no publicly disclosed pricing or contract structures. Beyond pure logistics, Sazerac AUNZ positions itself as an expert brand builder, investing in trade education, marketing campaigns, and collaborative distribution solutions to support partner venues.

Sazerac AUNZ has stated an ambition to become one of the top three spirits companies in Australia and continues to expand its portfolio aggressively, evidenced by recent launches and celebrity partnerships. The 51-100 employee organization has no disclosed technology platform, AI capabilities, or proprietary digital infrastructure — its competitive differentiation rests on brand portfolio strength, parent-company backing, and trade-relationship depth rather than technology.

Name

SouthTrade International

Legal name

Sazerac

Website

https://southtradeint.com.au

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

51–100 employees

Short description

SouthTrade International (Sazerac AUNZ) is the Australian and New Zealand distribution arm of US-based Sazerac Company, importing and marketing a portfolio of premium spirits brands including Fireball, Buffalo Trace, and Southern Comfort to bars, retailers, and consumers across the AUNZ region.

Ownership category

akta.pro rank

Product category

Spirits Distribution

NAICS

Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820), Beer, Wine, and Distilled Alcoholic Beverage Merchant Wholesalers (4248)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA)

akta.pro secondary industry

Spirits Distilling & Brands (CRADAIAC)

Keywords

• Premium spirits distribution
• Alcoholic beverages wholesale
• Spirits brand portfolio
• Trade partner distribution
• Ready-to-drink cocktails

Headquarters

HQ city

North Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Supply Chain

Revenue model

1. Spirits Distribution: Sazerac AUNZ generates revenue through distribution of premium spirits brands across Australia and New Zealand. The company acts as the exclusive or authorized distributor for multiple spirit brands, including whiskies, tequilas, and ready-to-drink cocktails, generating revenue through product sales to trade partners (bars, retailers) and consumers.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

SouthTrade International (now Sazerac AUNZ) imports, markets, and distributes a diverse portfolio of premium spirits brands across Australia and New Zealand, serving bars, retailers, and on-trade venues. Its offering combines authorized third-party spirits distribution with expert brand building, trade education, and tailored distribution solutions for iconic whiskies, tequilas, liqueurs, and ready-to-drink cocktails.

Product overview

Sazerac AUNZ (formerly SouthTrade International) is a spirits distribution company and brand builder operating as part of the global Sazerac Company. The company distributes a diverse portfolio of premium spirits brands across Australia and New Zealand, including: Fireball (cinnamon whisky liqueur), Southern Comfort (peach whiskey liqueur), Alizé (cognac liqueur), Sheepdog, Mango Shotta (spicy mango jalapeño spirit), Starward (Australian whisky), Master of Mixes (cocktail mixers), Traveller Whiskey (bourbon collaboration with Chris Stapleton), Buffalo Trace (Kentucky bourbon), and Hard Fizz (ready-to-drink canned cocktails). The company specializes in expert brand building, marketing, and tailored distribution solutions for bars, retailers, and consumers nationwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Fireball

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered flagship and core.

• Buffalo Trace DistilleryflagshipStrategic or Co-development Partner · 1 November 2024Buffalo Trace Distillery collaborated with Sazerac AUNZ and 10x Grammy-winning artist Chris Stapleton to create Traveller Whiskey. The product was launched in Australia in November 2024. Master Distiller Harlen Wheatley was involved in the development, and the whiskey has won gold medals.
• Chris StapletonflagshipStrategic or Co-development Partner · 1 November 202410x Grammy-winning artist Chris Stapleton co-developed Traveller Whiskey with Buffalo Trace Distillery, distributed in Australia and New Zealand by Sazerac AUNZ. The collaboration represents a first-of-its-kind celebrity spirits partnership.
• Sazerac Company (Parent)coreOthersSazerac AUNZ is a wholly-owned subsidiary and regional arm of the global Sazerac Company. The rebrand from SouthTrade International to Sazerac AUNZ reflects the parent company's commitment to growing its portfolio globally and integrating the Australian operations more closely with the global brand family.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Beam Suntory Australia: Australian arm of Beam Suntory (Jim Beam, Maker's Mark, Canadian Club). Closely comparable in scale and model as a global premium spirits distributor with bourbon-led portfolio, AUNZ trade focus, and brand-building capabilities.
• Brown-Forman Australia: Australian distribution arm of US-based Brown-Forman, handling Jack Daniel's, Woodford Reserve, and other premium spirits. Closely comparable as a similarly-sized premium-spirits-focused distributor with a parent-owned brand portfolio and parallel AUNZ trade strategy.
• Campari Group Australia: Australian subsidiary of Campari Group, distributing Aperol, Wild Turkey, and Skyy vodka. Comparable as a premium-spirits-focused regional distributor with similar brand-building approach and reliance on parent-owned global brands.
• Asahi Premium Beverages: Australian subsidiary of Asahi Group distributing Vodka Cruiser, Hard Rated, and other spirits/RTD brands. Comparable as a similarly-sized AUNZ spirits and RTD distributor with overlapping on-trade and retail channels.

Broad incumbents

• Diageo Australia: Australian arm of Diageo, the world's largest spirits company, distributing a deep portfolio of premium and mainstream spirits across on-trade and retail. Directly comparable as a major multinational spirits distributor competing for the same Australian trade-partner relationships.
• Pernod Ricard Australia: Local subsidiary of Pernod Ricard, distributing iconic spirits brands (Jameson, Absolut, Chivas) across AUNZ. Closely comparable as a global premium spirits distributor with similar on-trade and retail distribution model and parallel brand-building emphasis.
• Treasury Wine Estates: ASX-listed Australian wine and spirits owner/distributor with a substantial AUNZ distribution network (Penfolds, 19 Crimes, Squealing Pig, and spirits portfolio). Comparable as a large AUNZ-focused alcohol brand owner and distributor, though with a wine-heavy mix.
• Moët Hennessy Australia: Australian arm of LVMH's wines and spirits division, distributing premium cognac, champagne, and spirits. Comparable as a premium-positioned multinational spirits distributor with on-trade focus in AUNZ.
• Lion (Kirin) Australia: Australian beverages arm of Kirin Holdings, distributing spirits brands alongside its larger beer portfolio. Comparable as a large AUNZ alcohol distributor with spirits/RTD focus and parallel trade-partner network.

Regional players

• Edwards Wines / Accolade Wines: Major AUNZ wine and spirits distributor owned by Bain Capital. Comparable in scale and distribution approach, with overlapping trade-partner relationships though a wine-led portfolio mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/south-trade-international/?originalSubdomain=au
• Instagraminstagram.com/mangoshotta_aunz
• Xx.com/southtradeaus

Revenue estimate

Valuation estimate

Number of profiles

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 SouthTrade International