Overeem whisky trademark returns to founding family

Private equity group Australian Whisky Holdings has sold the Overeem Single Malt Whisky trademark back to its founding family in a deal worth AU$962,000 (US$644,000).

The Overeem whisky trademark has been sold to its founding family

The Australian group came to an agreement with Sawford Distillery for the sale of the Overeem Single Malt Whisky trademark and a limited whisky inventory. The sale is said to be in line with the 10-year vision of Australian Whisky Holdings (AWY).

Overeem Distillery was launched in Tasmania in 2007 by Casey Overeem together with his daughter and co-founder Jane Sawford.

After its launch, the Overeem Whisky brand was sold to Lark Distillery in 2014. AWY acquired the brand through its purchase of Lark Distillery in 2018 in a deal worth AU$10.7 million (US$8.3m).

Managing director of AWY, Geoff Bainbridge, said: “On our vision to Lark becoming what Penfolds is to Australia wine, AWY is taking a holistic approach to growth, and where appropriate disposing of non-core assets while maintaining our connection to the Tasmanian distilling community.

“The sale of the Overeem trademark will allow AWY to increase focus on Lark and return the Overeem brand to its founding family in order for both brands to achieve their fullest potential.”

The Sawford Distillery was founded in Tasmania by Jane Sawford alongside her husband Mark.

“We never really let it go. It’s still our favourite whisky. It’s what inspired my husband and I to start Sawford Distillery,” said Jane Sawford.

Mark Sawford added: “Our focus was to create a spirit equal to or greater than the premium quality, delicacy and complexity of Overeem.

“Now, to regain the Overeem brand, it’s incredibly fortuitous, makes for a seamless transition, and presents exciting opportunities into the future.”

The deal will be settled on 29 June 2020.