Morris, the renowned Rutherglen fortified wine producer, is entering the Australian whisky market with the launch of two single malt whiskies: Morris Australian Single Malt Signature and Australian Single Malt Muscat Barrel.
The release marks another significant coming together of the Australian wine and whisky industries. Details of Morris’ whisky program, first unveiled today, show this is a long term project with a highly experienced team behind it.
A whisky project has been in the works at Morris since 2016, when the winery was put on the market by drinks multinational Pernod Ricard. It was subsequently purchased by Casella Family Brands, producers of Yellow Tail, and owner of the defunct Tasmanian distillery site Redlands Estate. From there, plans were laid to open a whisky distillery in the heart of the Rutherglen wine region.
John McDougall, who previously worked with Balvenie, Laphroaig and Springbank, was brought on board to develop the whisky, and he now consults exclusively to Morris in Australia as their Master Distiller.
The late Dr Jim Swan, who advised a number of leading whisky producers like Bowmore, Kilchoman and Kavalan, was also a key member of the original Morris whisky team.
The Morris single malt is produced at the company’s Copper and Grain Distilling Co. founded in 2016.
At the heart of the distillery is an historic hybrid copper pot and column still. This is the original still installed at the Morris site in the early 1930s, when it was used for producing base spirits for Morris fortified wines. The still has been meticulously restored and is now used for Morris whisky production.
The original 1930 hybrid copper pot and column still being transferred to Morris. Image – Morris Whisky
The restored Morris still. Image – Morris Whisky
Both McDougall and Jim Swan were integral in designing the distillery and, in particular, its unique maturation and toasting program.
Darren Peck, ex-Diageo, has been appointed as Morris head distiller, and has worked under the tutelage of McDougall for the last five years to craft the whisky.
‘We are creating a unique Morris Whisky style that speaks to our home in Rutherglen,’ says Peck. ‘Made with Australian barley malted at the family brewery and pure, filtered water from the Snowy Mountains, Morris Whisky reflects not only the world-class fortified barrels but also its regional Victorian provenance.’
Morris will have an incredible array of ex-fortified wine casks for maturation of its whiskies, as Peck emphasises.
‘We mature in a combination of French and American oak barrels sourced from family-owned wineries in the Barossa and Coonawarra regions.
‘These barrels are all prepared by hand at our private cooperage to a specific method, which imparts the unique Morris of Rutherglen flavour profile. Coupled with the local climate of hot summer days and cool nights, these conditions are perfect for ageing and creating the unique and distinctive Morris Whisky taste.’
Darren Peck, Morris head distiller – Supplied
Vanguard Luxury Brands has been appointed the exclusive Australian distributor of Morris Whisky, securing ranging in bars, retailers and restaurants across the country.
‘We’re thrilled to work with the Morris team on the launch of Morris Whisky,’ says James France, founder and director of Vanguard. ‘It’s an outstanding Australian product that ties together the heritage of the world’s best fortified wine producers and the current demand for premium Australian spirits.’
He adds: ‘Morris whiskies provide an unbeatable combination of provenance and quality at an affordable price – something unseen thus far in the industry here. Whisky lovers will be delighted to see whisky of this quality starting at prices under $100 for a 700ml bottle.’
Morris also point out that the release comes at a time when both the Australian and international markets are experiencing continued growth.
Sales of Australian whisky more than doubled to 150% from 2019 to 2020, as reported by the IWSR Drinks Market Analysis (May 2021).
The growth of Australian whisky consumption is expected to continue, with the IWSR predicting a 14.5% growth rate from 2020-2025 for Australian whisky in the $80-$150 price range, well above the 8.4% growth rate predicted for Scotch whisky.
The initial focus is to establish Morris Whisky in the Australian market before exploring opportunities internationally in the U.S. and UK.
Further innovation is in the pipeline to leverage its collection of fortified wine barrels, some of which are more than 100 years old.
Morris Whisky will be available from June 2021, with the Signature Whisky at $95RRP (40% ABV) and Muscat Barrel Whisky at $140RRP (46% ABV).