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Ambassadors
Shay Chamberlain on Never Never Distilling Co. and the evolution of gin
Shay Chamberlain shares her journey from managing award-winning drink spots like Black Pearl in Melbourne to becoming a passionate advocate for Never Never.
Shay Chamberlain, Never Never Distilling Co.
Shay Chamberlain believes that the world of Australian spirits is a dynamic one. And she would know. From her roots managing Melbourne's celebrated Black Pearl to her current role as ambassador for Never Never Distilling Co, Shay gets a unique glimpse at what's happening in front of and behind the bar.
Here, Shay discusses the exciting evolution of gin and her role in promoting innovative, sustainable practices.
For those who might be unfamiliar, could you introduce yourself and your association with Never Never Distilling Co.?
I'm Shay Chamberlain, the brand ambassador for Never Never Distilling Co., an independent gin distillery in South Australia. Our team is small, and my role is mostly about advocacy, especially on the East Coast.
How was the transition from working behind the bar to working on the other side of the business?
It's an interesting shift. While I always enjoyed the immediacy of bar service, I've learned the value of advocating for a brand I genuinely believe in. Trust is key. If customers trust your recommendation, they're more likely to try something new, like an Australian gin.
Given the boom in sustainability and local products, what excites you about the current industry?
Supporting Australian spirits is a major focus for me. I'm proud to represent an Australian brand. Moreover, the move toward bulk products and sustainability, with concepts like tap cocktails and batched drinks, are trends that I'm keenly following.
Shay Chamberlain, Never Never Distilling Co.What future trends do you foresee, particularly in gin?
Refillable bottles, like those seen in Singapore, could become a trend in Australia. Moreover, with the surge in flavoured and pink gins, I believe we'll see a greater emphasis on sweet and fruity gins catering to a younger generation.
Are there any exciting developments coming up for Never Never?
Always! We've recently collaborated with a bar in Adelaide to release a pink pepper gin, and we've also partnered with the women's AFL team in Adelaide. We're constantly exploring collaborations and new product launches.
What are some other products or brands that have caught your eye lately?
I've been impressed with the advancements in Australian whisky. Brands like Fleurieu Distilling in South Australia are producing some truly outstanding products. It's a testament to the evolving skills and maturity of the Australian spirits industry.
Thanks for sharing your insights, Shay. Here's to the continued growth and innovation in the spirits world!
Thank you! Cheers to that!
Images: Never Never Distilling Co., Meaghan Coles
Never Never Distilling Co.
Friendship and collaboration runs through the veins of Never Never, starting most notably with their creation story. Founders George, Sean and Tim came up with the idea over a beer at the local pub, deciding then and there to turn their passion and backyard hobbying into a business.
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