Lion’s Full Ownership of Four Pillars: A Game-Changer
The Sydney-based food and beverage advertising firm, Lion, has confirmed its acquisition of the Australian spirits company, Four Pillars, though the exact financial details remain undisclosed.
This news follows Lion’s initial investment in 2019, where it secured a 50% stake in the gin manufacturing business based in Yarra Valley.
The purchase includes full ownership of the distillery situated in Healesville, as well as complete control over the local and global sales and marketing operations for the Four Pillars brand.
Four Pillars is now part of the Lion’s Vanguard Luxury Brands distribution network, which has been managing the brand’s domestic distribution since 2013.
The key players at Four Pillars – co-founder and chief distiller Cameron Mackenzie, co-founder and brand and strategy director Matt Jones – will retain their existing roles in the company. Meanwhile, Stuart Gregor, co-founder and trade director, is expected to stay onboard for a temporary period before embarking on an extended sabbatical.
Lion’s CEO, Sam Fischer, expressed his excitement over the acquisition, stating, “Securing the world’s top-rated gin distillery is not an everyday event, but we at Lion are thrilled to incorporate Four Pillars into our portfolio. As the two-time recipient of the International Gin Distillery of the year award and Australia’s leading craft spirit, this acquisition is a major milestone for our company. We anticipate supporting the ongoing expansion of this extraordinary brand in collaboration with Cam and Matt, and see premium spirits as a significant avenue for our future growth.”
Mackenzie added: “For our company, our Healesville headquarters, our investors, our families, and our employees, today is a monumental day. After a dizzying decade, this decision feels like the appropriate progression. Lion’s involvement has been pivotal in expanding our Healesville base, broadening our reach across Australia and now increasingly New Zealand, and opening up lucrative international opportunities and global travel retail markets through Lion’s extensive network.”
The merged entity of Four Pillars and Vanguard will function as an independent spirits division under Lion Australia, named Four Corners Global Spirits. This new division will be led by Ed Stening, a former executive at Beam Suntory, who will directly report to Lion Australia’s managing director, David Smith.
