UNDERGROUND SPIRITS

What UNDERGROUND SPIRITS does

Underground Spirits is an Australian craft distillery based in Canberra, ACT, producing premium vodka and gin under a proprietary cryofiltration process that combines extreme low temperatures with nano-materials to differentiate its spirits from conventionally distilled products. Its core range centres on a flagship Caramel Vodka positioned as a cult-classic SKU, supplemented by a Signature Gin, Signature Vodka, a growing line of flavoured vodkas and a rolling roster of limited-edition collaboration gins developed with charity, sport, cultural and civic partners including the Australian National Botanic Gardens, Canberra Raiders, Palliative Care ACT, Project Independence, Pink Tennis, Canberra Jazz Orchestra and Canberra Brave.

The business operates a multi-channel model: direct-to-consumer e-commerce via Shopify, wholesale through three named distributors (CLB, ALM, ILR), independent retail stockists, a B2B Made-to-Measure corporate gifting and bespoke blending service with named clients such as Cosmorex, and event-led experiential revenue anchored on the Floriade Gin Garden. Bottles retail in the $60–$95 AUD band, targeting premium gifting, on-premise and craft retail rather than mass-market off-trade. The company appears bootstrapped with no disclosed external funding and operates under ACT Liquor Licence 14005685; CEO Claudia Roughley leads the business.

Distribution is currently Australia-only with no disclosed international shipping, though brand visibility has extended into NSW through partnerships such as the Sydney Fashion Week activation with designer Natalie Anne and media partnerships including Hit 104.7 and ACTDSID. The combination of a hero-product brand identity, layered community partnerships and diversified channels underpins the go-to-market, while financial scale, headcount and growth metrics are not disclosed.

Name

UNDERGROUND SPIRITS

Legal name

Underground Spirits Pty Ltd

Website

https://undergroundspirits.com.au

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Underground Spirits is a Canberra-based Australian craft distillery producing premium vodka and gin via a proprietary cryofiltration process, selling through DTC e-commerce, wholesale distributors, B2B corporate gifting and the Floriade Gin Garden experiential event.

Ownership category

akta.pro rank

Product category

Craft Distilled Spirits

NAICS

Distilleries (312140)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Spirits Distilling & Brands (CRADAIAC)

akta.pro secondary industries

Distilled Spirits Production & Distilling (AFAFAAAC), Distilleries (Tasting Rooms) (THAFALAG), Spirits Distillery Tours & Tastings (Whiskey, Rum, Gin, Vodka) (THAJAGAF)

Keywords

• Craft distillery spirits
• Premium vodka production
• Botanical gin manufacturing
• Corporate spirit gifting
• Limited edition spirits

Headquarters

HQ city

Australian Capital Territory

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer Spirit Sales: The primary revenue stream is selling spirits directly to consumers via the Shopify e-commerce platform. Products include Signature Gin, Signature Vodka, Caramel Vodka, Vanilla Vodka, Sweet Lemon Vodka, Shiraz Gin, ready-to-drink Espresso Martini, and limited-edition collaboration spirits. Revenue is generated through one-time product purchases with per-bottle pricing.
2. Corporate Made-to-Measure Spirits: B2B revenue from custom-branded spirit bottles produced for corporate gifting, employee rewards, and client appreciation. Minimum order of 12 units scaling to 2000+. Includes standalone bottles and gift box solutions with flexible delivery options to offices or directly to clients.
3. Event-Based Experiences: Revenue from experiential events including the Gin Garden at Floriade (cocktail sales, high tea bookings), Cocktail Domes, NightFest experiences, and presence at tennis tournaments and fashion events. Bookings are managed through Eventbrite and Humanitix ticketing platforms.
4. Wholesale and Retail Distribution: Wholesale revenue through Canberra & Surrounding Region distributors (CLB, ALM, ILR) and retail stockists. Spirits are made available through liquor retailers across Australia.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels11 records

Core offering

Underground Spirits is a craft distillery that manufactures and sells premium gin, vodka, and limited-edition collaboration spirits. Production uses a proprietary cryofiltration process combining extreme low temperatures with nano materials to extract impurities, producing exceptionally smooth spirits. The company also operates a corporate Made-to-Measure program for custom-branded spirit bottles and runs experiential retail at events such as the Floriade Gin Garden.

Differentiator

Problem solved

Functional benefit

Products and services

• Vodka with Caramel (Caramel Vodka) Premium caramel-flavoured vodka produced via proprietary cryofiltration for smoothness. Sold in 700ml and 500ml formats targeting individual consumers and enthusiasts.
• Signature Vodka Premium multi-award-winning unflavoured vodka, 700ml at 40% ABV, produced using 10x carbon filtration plus cryofiltration.
• Signature Gin Premium gin produced using a three-stage technique of maceration, vapour infusion, and tinctures. Juniper-forward with 10 botanicals, 700ml at 40% ABV.
• Shiraz Gin with Tasmanian Pepperberries Barrel-matured gin using shiraz oak barrels from local winemakers and Tasmanian pepperberries, 700ml at 40% ABV.
• Vodka with Vanilla Double vanilla flavoured vodka in 500ml format at 40% ABV, leveraging the same cryofiltration smoothness platform.
• Sweet Lemon Vodka Sweet lemon flavoured vodka made with real lemons, 500ml at 40% ABV.
• Caramel Vodka Espresso Martini (Ready-to-Drink) Pre-mixed Caramel Vodka Espresso Martini RTD cocktail for effortless entertaining without mixology skills.
• Mini Vodka & Gin Tasting 4-Pack Curated 4-bottle tasting pack with 50ml minis of Signature Gin, Signature Vodka, Caramel Vodka and Shiraz Gin in a gift box.
• Mini Gin Tasting 2-Pack Two-bottle tasting pack featuring 50ml Signature Gin and 50ml Shiraz Gin.
• Made-to-Measure Corporate Spirits Custom-branded spirit bottles and gift box solutions produced for corporate gifting, employee rewards, and client appreciation. Minimum order of 12 units scaling to 2000+. Delivered to offices or directly to clients.
• Gin Garden at Floriade Experience Seasonal on-site cocktail, high tea, and bottle sales experience at Floriade in Commonwealth Park, Canberra. Includes Gin Garden, Cocktail High Tea, Cocktail Domes, and NightFest after-dark sessions.
• Mini Vodka with Caramel 50ml 50ml single-serve mini bottle of the Caramel Vodka for sampling and travel retail.

Quantifiable outcome

• The Independence Vodka donates $20 from every 500ml bottle sold to Project Independence, supporting people with intellectual disabilities to build independent lives.
• +1 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

Feature3 records

Partnerships

14 partnerships are on record, tiered core, secondary and minor.

• Project IndependencecoreStrategic or Co-development Partner · 1 January 2026Special release collaboration producing 'The Independence Vodka' - a caramel vodka with a vibrant pink label celebrating the journey towards confidence, choice and belonging for people with intellectual disabilities. $20 from every 500ml bottle sold is donated directly to Project Independence. The partnership also includes 'The Independence Cocktail' and 'Inclusion Cocktail' events promoting accessibility and inclusivity in social settings. Shipping commences 30th June 2026.
• Palliative Care ACTcoreStrategic or Co-development Partner · 1 January 2025Collaboration to create the 'Butterfly Pea Botanical Gin' celebrating Palliative Care ACT's 40th anniversary. Inspired by the butterfly, a symbol of transformation and compassionate care. The colour-changing gin features butterfly pea flower, lavender, lemon myrtle, and chamomile. Every bottle purchased directly supports Palliative Care ACT's volunteer program, community services and Leo's Place respite.
• The Canberra Jazz OrchestrasecondaryStrategic or Co-development Partner · 1 January 2025Limited release collaborations producing 'The Canberra Jazz Orchestra Gin' and 'The Canberra Jazz Orchestra Vodka.' The gin uses the Signature Gin recipe with a label inspired by jazz performance energy. The vodka is cryofiltered for exceptional smoothness. Both celebrate rhythm, creativity, and the energy of live jazz in the nation's capital.
• Canberra BravesecondaryStrategic or Co-development Partner · 1 January 2025Collaboration to create 'Canberra BRAVE Gin' celebrating the Canberra Brave ice hockey team's 2025 season. Features Ice Wine tincture (from grapes frozen on the vine), Blood Orange, Lemon Myrtle, Finger Lime, and Pink Grapefruit. Symbolises the team's boldness on the ice and deep connection to community. Collection available at Caribou Kingston during Brave watch parties or via shipping.
• ACT Down Syndrome & Intellectual Disability Association (ACTDSID)coreStrategic or Co-development Partner · 1 January 2025Partnership to create the 'Inclusion Cocktail' - a specially designed beverage using Underground Spirits' Caramel Vodka as its base, symbolising diversity and accessibility. The cocktail is designed to be quieter to prepare, calming to hold, and smooth to sip for individuals with sensory sensitivities. Mocktail version available. The 'Inclusion & Cocktails' event was held on 9 May 2025 at Eastlakes Football Club, Gungahlin.
• Pink Tennis CanberracoreStrategic or Co-development Partner · 1 January 2024Collaboration celebrating Australia's longest-running LGBTQIA+ sports club and 45-year legacy. Produced 'Let's Get LOUD(ish) Summer Gin' with botanicals Tennis Ball Banksia, Super Dooper Boronia, and Pink Grapefruit. Partnership includes on-site bar activation at Workday Canberra International tennis tournament with Midnight Bar, cocktail creation (Disco Deuce), and community celebration of inclusion.
• Australian National Botanic GardenscoreStrategic or Co-development Partner · 1 January 2024Ongoing research and development partnership to discover native Australian botanicals for use in gin production. Collaboration has produced the 'Ad Crescendum var. Infusionem Native Gin' featuring botanicals such as Johnson's Grass Tree, Manuka Myrtle, Native Pennyroyal Mint, Wombat Berry, and Lemon Aspen. Horticulturists from the Gardens provide expertise on botanical growing conditions and traditional Indigenous uses.
• Hit 104.7secondaryGTM or Marketing Partner · 1 January 2024Radio station partnership to create the official '2024 Skyfire Gin.' Listeners voted on botanicals including Scottish dark ale, regional sparkling wine, retro popping candy, Buddha's Hand, and gunpowder tea. Wilko & Courts morning show drove community engagement and flavour selection. Launch event hosted at Leyla Bar.
• The Grounds / Natalie AnnesecondaryStrategic or Co-development Partner · 1 January 2024Collaboration at Sydney Fashion Week creating the 'Natalie-Anne Caramel Vodka Espresso Martini' using Underground Spirits' award-winning Caramel Vodka and The Grounds Roastery Coffee single-origin beans. Featured at The Natalie Anne Glam Suite during Fashion Week, attended by over 110 style influencers. Product available at undergroundspirits.com.au and natalieanne.com.au.
• Midnight BarsecondaryChannel Partner/ Reseller/ Distributor · 1 January 2024Canberra bar partner for the Let's Get LOUD(ish) Summer Gin collaboration and Workday Canberra International event. Located in Braddon, Canberra. Serves Disco Deuce cocktail and Let’s Get LOUD(ish) G&T. After-hours venue during the tennis tournament period.
• Leyla BarminorChannel Partner/ Reseller/ Distributor · 1 January 2024Canberra hospitality venue that hosted the Skyfire 2024 Gin launch event where Wilko & Courts unveiled the final product to the public over Skyfire Gin cocktails.
• The Canberra RaiderssecondaryStrategic or Co-development Partner · 1 January 2022Collaboration producing 'Raiders Spirit' Anniversary Gin to commemorate the Canberra Raiders' 40-year anniversary (1989, 1990, 1994 premiership titles). Special blend of native limes (Dooja Lime, Desert Lime, Finger Lime), Canberra Bells, Strawberry Gum, River Mint, juniper, coriander, and angelica. CEO Claudia Roughley stated the collaboration was about club members and fans engaging with the gin, recalling stories, and making memories.
• POP CanberrasecondaryStrategic or Co-development Partner · 1 January 2021Collaboration producing 'POP Canberra x Underground Sweet Sun Soaked Gin' - a summery, sweet gin capturing nostalgic golden Canberra days. Botanicals reference the 'Canberra Bubble' (mango bubble tea), Batemans Bay (bay leaf), Canberra Raiders (native lime), and Canberra spring (flower bouquet). Available at POP Canberra store in Braddon, Canberra and online.
• The Australian Distillers AssociationminorOthersProud member of The Australian Distillers Association, an industry body representing Australian distillers. Displayed on the website footer as a trust and credibility signal.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Archie Rose Distilling Co. Sydney-based craft distillery producing premium gin, vodka, and whisky with award-winning positioning, DTC e-commerce, and a tasting room experience. Directly comparable as an Australian craft spirits brand with a similar premium-cult identity and multi-channel go-to-market.
• Sipsmith: London-based craft gin distillery that pioneered the modern craft gin movement. Comparable as a premium craft gin producer with strong brand identity, DTC sales, and on-premise presence in a similar price-quality tier to Underground Spirits' Signature Gin.
• Four Pillars Gin: Australian craft gin distillery based in Healesville, Victoria, with native botanical sourcing, multi-channel distribution through DTC, wholesale, and on-premise. Closest direct peer given shared craft gin positioning, native botanical focus, and similar premium-tier pricing.
• Manly Spirits Co. Australian craft gin and vodka distillery based in Manly, NSW, emphasizing native Australian botanicals and coastal identity. Directly comparable as a craft gin producer with limited-edition releases, DTC channels, and on-premise presence in Australia.
• West Winds Gin: Western Australian craft gin distillery based in Margaret River, using native Australian botanicals including sea buckthorn and pepperberries. Comparable as a craft gin producer with limited-edition releases and a similar multi-channel retail approach to Underground Spirits.

Emerging players

• Starward Whisky: Melbourne-based Australian craft whisky distillery. Comparable as an emerging Australian craft spirits producer with DTC channels, award recognition, and a similar premium positioning story, though in whisky rather than gin or vodka.
• Lark Distilling Co. Tasmanian craft whisky producer with premium positioning and DTC channels. Comparable as an emerging Australian craft distillery operating in a similar premium spirits category with brand-led storytelling and limited-edition releases.

Broad incumbents

• Bombay Sapphire: Global premium gin brand owned by Bacardi, distributed widely in Australia. Comparable as a broader incumbent in premium gin with strong marketing budgets competing for the same consumer attention and on-premise placement.
• Hendrick's Gin: Global premium gin brand owned by William Grant & Sons with unusual botanical profiles and cult positioning. Comparable as a broader incumbent in the premium/craft gin space competing for similar consumer attention and shelf placement.
• Tanqueray: Mass-market premium gin brand owned by Diageo with global distribution. Comparable as a broader incumbent competing in the gin category at premium price points, representing the consolidation threat facing craft producers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@undergroundspirits9976
• Facebookfacebook.com/undergroundspirits
• Instagraminstagram.com/undergroundspirits
• LinkedInlinkedin.com/company/underground-spirits-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 UNDERGROUND SPIRITS