Australian whisky producer Lark Distilling Co has strengthened the direct-to-consumer proposition across seven European markets for its namesake brand.
The Tasmanian company has opened an online store in partnership with digital distribution platform Bemakers that will host Lark’s ‘Signature Collection’ and ‘Classic Collection’ for online purchase by consumers in Austria, Denmark, France, Germany, the Netherlands, Sweden and Switzerland. Orders via the website are fulfilled from a warehouse in Denmark, “removing much of the complexity around import duties previously associated with shipping individual orders from Australia”, the distiller said.
Bemakers will handle compliance, taxation, warehousing, fulfilment and local delivery on behalf of the distillery. Lark said it would “progressively activate additional markets” following the initial seven-country launch.
“Europe is a key growth market for Lark, and partnering with Bemakers gives us the local expertise and infrastructure to scale effectively across the region,” said Lark’s head of commerce, Kam Blight. “By bringing our products closer to customers through localised fulfilment and tailored shopping experiences, we’re removing barriers to purchase and unlocking existing demand.
“This marks an important milestone in our European strategy and lays the foundation for future growth.”
In April, Lark rolled out a new look and bottle for its single malt whiskies that drew upon the brand’s Tasmanian provenance. At the time, the company said it was eyeing export expansion, setting “a new luxury audience in Asia and Europe” as its target market. Delivering on the plan, the company marked the brand’s debut last month in Asia’s global travel retail channel through a listing in Singapore Changi Airport.
