Cricketer takes major stake in Aussie vodka brand

International cricketer David Warner has invested “significant capital” to become a major shareholder in Australian craft vodka brand 666 Vodka.

The brand was founded by Dean Lucas almost ten years ago, who spotted an opportunity for craft spirits – a category which has seen immense growth in recent years.

Named after the Tasmanian Devil, 666 Vodka is made using rainwater from Cape Grim on Tasmania’s northwest coast, barley from Tasmanian soil and is free from preservatives, artificial flavours and colours.

“As an active investor, I can see a lot of potential in Australia’s growing artisan spirits sector”, said Mr Warner. “We have a lot to offer in terms of superior ingredients to make top-shelf products, in a market that is trending towards quality over quantity. I love Tasmania and the purity of the 666 story.”

The sportsman is expected to take an active role in promoting the brands, as well as supporting its distribution and promotional activity. “We’re pleased to have our business associated with an elite sportsman of David’s standing”, added Lucas. “We know his insights and experience will be invaluable as 666 Vodka grows domestically and internationally. The injection of this capital will allow us to pursue additional growth initiatives, particularly in our export markets.”

As well as its original 666 Pure Tasmanian Vodka, the brand’s portfolio also includes 666 Autumn Butter Vodka and 666 St Ali Coffee Vodka.

David Warner