Australian Whisky Holdings (AWY) has sold Overeem Whisky back to the family who founded it.
The Overeem Single Malt Whisky trademark and inventory has been bought by Sawford Distillery – owned by Jane Overeem and Mark Sawford – for $962,000, with settlement set for June.
Casey Overeem and daughter Jane started Overeem Distillery in 2007. It was acquired by Lark Distillery in 2014 when Overeem retired, then AWY took over Lark in 2018.
Jane Overeem told the The Mercury it was a proud moment.
“I’ve probably never really let it go in the last six years,’’ she said.
“I think to have your name behind a product, you can really show the passion for your product and really take it to the next level because of the love you have for it.”
Mark Sawford added: “Early last decade I witnessed first hand the incredible hardwork, dedication and hustle that Jane put into building the amazing success of one of the pioneering Single Malt Whiskies in the country.
“This was followed by the bitter/sweet moment when her father and co-founder Casey Overeem, decided to sell in 2013 due to retirement.
“As a result Jane and I commenced production at our own distillery early 2017, meticulously following the tried and true processes in which made Overeem, the multi award winning product it is.
“Now, we take on not only the brand, but an incredible sense of responsibility, as we lead one of the industry’s founding distilleries into the future. Exciting times ahead!”
Among their plans for the Overeem Whisky brand include hiring new staff and exploring export opportunities in the UK.
AWY managing director Geoff Bainbridge said the company’s vision was to make Lark “what Penfolds is to Australia wine”.
“AWY is taking a holistic approach to growth, and where appropriate disposing of non-core assets while maintaining our connection to the Tasmanian distilling community,” he noted.
“The sale of the Overeem trademark will allow AWY to increase focus on Lark and return the Overeem brand to its founding family in order for both brands to achieve their fullest potential.”
