The Gospel Whiskey

What The Gospel Whiskey does

The Gospel Whiskey (legal entity: The Gospel Distillers Pty. Ltd.) is an independently owned, Australia-based craft distillery that produces and sells rye whiskey and complementary spirits. Founded in 2013 by Andrew Fitzgerald and Ben Bowles (initially as Melbourne Moonshine), the company launched The Gospel brand in 2019 and operates from a single distillery in Brunswick, inner-north Melbourne, employing between 11 and 50 people. It is positioned as Australia's only dedicated rye whiskey distillery, sourcing 100% Australian unmalted rye from a single farm in the Murray Mallee region of South Australia.

The company's production architecture centers on a six-metre-high continuous column still and a bespoke copper pot still, both designed and built in-house, enabling a double-distillation process. Maturation leverages a proprietary five-tiered solera system combining new American oak, second-fill American oak, and Australian red wine barrels, with additional single-cask expressions finished in ex-rye, vermouth, stout, rum, and fortified casks. The core range comprises Straight Rye Whiskey (AUD $100, 700mL, 45% ABV) and Solera Rye (AUD $85, 700mL, 42.5% ABV), augmented by The Dispensary line of liqueurs and vermouths (AUD $39-$45) and limited-edition Project Release single-cask offerings (AUD $135-$150). Master Distiller Ian Thorn—Australia's first and only Master Distiller-accredited distiller—joined in April 2019 and oversees production.

The Gospel generates revenue through a hybrid direct-to-consumer (own webstore with free shipping over AUD $130) and wholesale model, with Australian distribution handled by Vanguard Luxury Brands and shelf placement across major chains including Dan Murphy's, BWS, Liquorland, First Choice, and Vintage Cellars. On-premise sales target bars, restaurants, and hotels, reinforced by an annual Rye July campaign and the Melbourne International Comedy Festival sponsorship. Customers include premium whiskey enthusiasts, cocktail enthusiasts, hospitality venues, and retail bottle-shop consumers in Australia; the company explicitly does not ship overseas, although a USA storefront reference appears on the website, suggesting latent international intent.

Name

The Gospel Whiskey

Legal name

The Gospel Distillers Pty. Ltd.

Website

https://thegospelwhiskey.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

The Gospel Whiskey is Australia's only dedicated rye whiskey distillery, producing award-winning Straight Rye and Solera Rye whiskeys from single-source Australian rye in Melbourne, distributed via DTC, wholesale, and major retail chains.

Ownership category

akta.pro rank

Product category

Craft Distilled Spirits

NAICS

Distilleries (312140), Distilleries (31214), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482), Beer, Wine, and Liquor Retailers (4453)

SIC

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

akta.pro primary industry

Spirits Distilling & Brands (CRADAIAC)

Keywords

• Rye whiskey distillery
• Craft spirits production
• Australian whiskey
• Whiskey liqueurs
• Limited edition whiskey

Headquarters

HQ city

Brunswick

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Whiskey Product Sales: Direct sales of whiskey products including Straight Rye Whiskey ($100), Solera Rye ($85), and limited Project Release single cask expressions; sold via own webstore and through wholesale/distribution partners.
2. Liqueur and Spirits Extensions: Sales of complementary products including Fresh Orange Amaro ($39), Vermouth Rosso ($39), Code Black Coffee Liqueur ($39), and Spiced Blackberry Rye ($45); created through collaborations with local partners.
3. Merchandise: Sales of branded merchandise including Rye or Die t-shirts ($30).
4. Wholesale Distribution: Core range distributed by Vanguard Luxury Brands (VLB) across Australian wholesale channels; products not available through VLB sold via wholesale portal.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

The Gospel Whiskey produces and sells 100% Australian rye whiskey and complementary spirits from its Brunswick, Melbourne distillery. The core range includes Straight Rye Whiskey ($100) and Solera Rye ($85), supplemented by The Dispensary line of liqueurs and vermouths, and limited Project Release single cask expressions. All products use single-source Australian unmalted rye grain double-distilled in proprietary stills and matured in Melbourne's climate.

Product overview

The Gospel Whiskey is Australia’s only dedicated rye whiskey distillery, producing a focused portfolio of whiskey and complementary spirits. The core range consists of Straight Rye Whiskey (100% straight rye, award-winning) and Solera Rye (solera-matured expression), complemented by The Dispensary line of experimental liqueurs and vermouths including Fresh Orange Amaro, Vermouth Rosso, Code Black Coffee Liqueur, and Spiced Blackberry Rye. Limited Project Releases feature experimental single cask expressions. All products use 100% Australian unmalted rye grain sourced from a single farm in the Murray Mallee region of South Australia, double distilled and matured in Melbourne's climate.

Differentiator

Problem solved

Functional benefit

Brands

• The Dispensary: A series of in-house flavour experiments, crafted by the distilling team for weekend cocktails. Complementary to or built from their 100% Australian rye whiskey.
• The Gospel Projects / Project Releases
• The Fanatics

Products and services

• Straight Rye Whiskey

Quantifiable outcome

• 96 points at IWSC - tied second highest rye whiskey globally, only behind Sazerac 18-Year-Old
• +3 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

16 partnerships are on record, tiered core and minor.

• Whisky & AlementcoreChannel Partner/ Reseller/ Distributor · 1 July 2026Long-standing venue partner for Rye July campaign; customers fill bottles directly from cask; hosts limited single cask rye selected to celebrate friendship and Rye July 2026.
• La Madonna BarminorChannel Partner/ Reseller/ Distributor · 1 July 2026Serves The Gospel of Louisiana barrel-aged cocktail interpretation of La Louisiane; created by Australia's Best Cocktail Bartender 2025 Tanguy Charbonnet using Solera Rye.
• Nicks Wine MerchantscoreChannel Partner/ Reseller/ Distributor · 1 May 2026Four-generation family-owned retailer since 1958; stocks over 1,300 whiskies; exclusive Project Release collaboration creating single cask selection (release May 16, 2026 on World Whiskey Day); Yuri Chlebnikowski selected the cask.
• Vanguard Luxury Brands (VLB)coreChannel Partner/ Reseller/ DistributorAustralian wholesale distribution partner for The Gospel's core whiskey range; handles distribution to retail and hospitality wholesale accounts across Australia. Products not available through VLB (bulk whiskey, dispensary items) sold via wholesale portal.
• Code Black CoffeecoreStrategic or Co-development PartnerCollaboration with Brunswick-based coffee roasters to create Code Black Coffee Liqueur (22% ALC/VOL, 500mL, $39); 3056 Code Black Coffee blend celebrates cinnamon spice of rye whiskey; brands share philosophy and 3056 postcode connection.
• Marionette LiqueurcoreStrategic or Co-development PartnerCollaboration to create Spiced Blackberry Rye liqueur (21% ALC/VOL, 500mL, $45); partners share mission of producing local, independently made products celebrating Australian expression; Marionette has won best liqueur in Australia twice.
• Dan Murphy'scoreChannel Partner/ Reseller/ DistributorMajor Australian bottle shop chain stockist for The Gospel products.
• BWS StorescoreChannel Partner/ Reseller/ DistributorAustralian bottle shop chain stockist for The Gospel products.
• LiquorlandcoreChannel Partner/ Reseller/ DistributorAustralian bottle shop chain stockist for The Gospel products.
• First ChoicecoreChannel Partner/ Reseller/ DistributorAustralian bottle shop chain stockist for The Gospel products.
• Vintage CellarscoreChannel Partner/ Reseller/ DistributorAustralian bottle shop chain stockist for The Gospel products.
• McAuley Community Services for WomenminorOthersCharity partner receiving 2.5% of net profit from online purchases; dedicated to supporting women and children facing family violence, homelessness, and mental health issues in Victoria.
• Operation Flinders FoundationminorOthersCharity partner receiving 2.5% of net profit from online purchases; provides remote outback adventure programs for young people aged 13-18 facing challenges.
• SmartMeals (StreetSmart)minorOthersCharity partner providing nutritious ready-made meals for vulnerable people at risk of or experiencing homelessness; over 290,500 meals delivered across Australia as of August 2022.
• Common GroundminorOthersFirst Nations-led not-for-profit partner; amplifies First Nations voices, knowledge and stories; campaigns for changes in education and justice systems.
• WIREminorOthersFree information, support and referral service dedicated to women, non-binary and gender-diverse people across Victoria; works towards gender equity and social justice.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Starward Whisky: Melbourne-based Australian whisky distillery producing premium single malt and rye-style whiskies for domestic and export markets. Most direct comparable: same city, same Australian craft whiskey category, overlapping premium on-premise and retail channels.
• Lark Distillery: Tasmanian pioneer of Australian single malt whisky with premium pricing and international awards. Comparable in craft distillery positioning, award-led marketing, and premium retail distribution.
• Archie Rose Distilling Co. Sydney-based Australian craft distillery producing a multi-category spirits range including rye whisky. Comparable in craft positioning, DTC webstore sales, and bar/retail distribution across Australia.
• Never Never Distilling Co. Adelaide-based craft distillery producing gin and whisky. Comparable in Australian craft distillery positioning, premium retail and on-premise distribution, and small-batch production ethos.
• Sullivan's Cove: Tasmanian single malt whisky producer with strong international awards pedigree. Comparable in limited-release strategy, premium pricing, and craft distillery scale.
• Four Pillars Gin: Leading Australian craft distillery based in Healesville with broad distribution across major Australian retailers and on-premise venues. Comparable in craft positioning, premium pricing, and event-driven community marketing.

Broad incumbents

• Penfolds: Treasury Wine Estates-owned Australian premium wine and spirits portfolio with nationwide distribution. Comparable as the dominant Australian premium drinks incumbent with shared retail and on-premise accounts.
• Bundaberg Rum: Iconic Australian mass-market rum brand owned by Diageo. Comparable as an Australian-made brown spirits incumbent with national distribution across all major bottle shop chains The Gospel also serves.

Regional players

• WhistlePig Whiskey: Farm-distilled American rye whiskey brand positioned at the premium end with strong awards profile. Comparable as a rye-focused premium craft distillery benchmark, though based in the US and competing in different markets.

Emerging players

• Overeem Whisky: Tasmanian boutique single malt producer with very limited annual releases. Comparable in craft scale and allocated/scarcity-based distribution model, though focused on single malt rather than rye.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/thegospelwhiskey
• Facebookfacebook.com/thegospelwhiskey
• LinkedInlinkedin.com/company/the-gospel-distillers

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 The Gospel Whiskey