Enterprise: Underground Spirits
What is their raison d’etre? To balance the creation of a distinguished international brand with an unwavering commitment to staying true to its authentic Australian heritage.
The inspiration behind Claudia Roughley and her co-founder launching the distillery Underground Spirits came from their love for Canberra. “The clean environment, natural beauty and supportive community, along with its status as one of the world’s most sustainable cities, and access to exceptional water from the Brindabellas,” Claudia avers. “The idea for our venture was born out of a desire to create something unique, and the revelation ‘we have to make gin!’” The first bottles rolled out of the distillery in January 2017, based on an approach focused on innovation and purity, using a unique ‘cryofiltration’ process to create impeccably pure spirits.
“We’ve focused on innovation, quality and a unique story that resonates globally.”
The most significant challenge Claudia faced in establishing the brand in the competitive spirits market was differentiation, an issue overcome by showcasing the unparalleled smooth character of her products achieved through cryofiltration. “We concurrently focused on building a robust brand identity and bolstered our reputation by winning awards that validated the quality of our spirits,” Claudia enthuses.
With over 20 years of experience in the event industry in both Sydney and London, Claudia has honed essential organisational and creative skills that have proven to be invaluable in running a start-up distillery. “I was in London for 14 years and had the privilege of witnessing the gin renaissance, and a period of working alongside the Bombay Sapphire team gave me a deep understanding of the world of high-quality spirits,” she says. “The exposure to London’s burgeoning gin scene not only was exciting but also highly educational. This period of active learning, fact-finding, and attentive listening allowed me to gather invaluable insights to bring back and implement in our venture. My experiences with events of all scales in Sydney and involvement in high-quality, big-budget events in London have provided a comprehensive understanding of event execution. This includes knowing how to bring all the elements together, realising a vision, understanding the guest experience and the emotions associated with each part. Drawing from the knowledge accumulated over the years, I use these skills every day for Underground Spirits Australia.”
Community engagement in and around Canberra has been a vital factor in the brand’s growth. “Canberra, with its potential to support small businesses, is also a demanding audience that values quality and authenticity,” Claudia says. “We recognised this demand early and delivered on both quality and brand, which proved essential to our success. Canberra has warmly embraced us as a homegrown business, and in response, we’ve proactively participated in community events and established longstanding local partnerships. This collaborative approach has cultivated a deep sense of loyalty and pride among our customers.”
Balancing the creation of a distinguished international brand with an unwavering commitment to staying true to its authentic Australian heritage has been a core part of Underground Spirits’ journey. “Our commitment to authenticity lies in our roots and the use of locally sourced, high-quality Australian ingredients,” Claudia explains. “We embrace the pristine mountain water and often use native botanicals of the region, infusing them into our spirits. This dedication is not just a branding choice but a fundamental part of our identity. Simultaneously, in our pursuit of creating an international brand, we’ve focused on innovation, quality and a unique story that resonates globally. We’ve leveraged our experiences and global knowledge, particularly from my time in London, to craft a brand that speaks to an international audience.”
With strong female leadership and a dedication to doing things differently, Claudia’s focus is on fine-tuning the processes for running the business, ensuring efficiency and sustainability while maintaining the highest quality.
This article first appeared in issue 43 of the Inside Small Business quarterly magazine
