Tassie whisky brand back in family hands

AN iconic Tasmanian whisky brand will soon be back in the ownership of the family who founded it.

The Overeem Single Malt Whisky trademark and inventory has been sold to Sawford Distillery Pty Ltd for $962,000, with settlement set down for June.

Casey Overeem started Overeem Distillery in 2007, running the business with his daughter Jane Overeem, before it was acquired by Lark Distillery in 2014 when Mr Overeem went into retirement. Distilleries company Australian Whisky Holdings took over Lark in 2018, and the latest development will see Mrs Overeem operate the brand with her husband Mark Sawford.

The couple have been running the Sawford Distillery at Huntingfield, near Kingston, since 2016.

Mrs Overeem said it was a proud moment to have the Overeem brand back with the family. “I’ve probably never really let it go in the last six years,’’ she said.

“I think to have your name behind a product, you can really show the passion for your product and really take it to the next level because of the love you have for it.”

Mrs Overeem said she and her husband would spend the coming months planning for the takeover, including hiring new staff. She said the family was already planning to expand export opportunities into the United Kingdom.

Mr Overeem said he was proud that the brand he founded would again be in the hands of the family.

Lark Distillery founder Bill Lark said his association with Mr Overeem went back to the establishment of their respective distilleries.

“Casey and I have been mates for a long time,’’ he said.

“When the opportunity came to help Casey — he wanted to retire — we jumped at it because it was such a great product and a great brand.

“For Lark, it’s a time to move that brand forward, and I’m really excited to see the brand go back to the family that rightfully owns the wonderful brand of Overeem.

“I’m really pleased for Jane and Mark and Casey and for the family to see it’s back with them.”

Mr Lark said the reputation of Tasmanian whisky continued to go from strength to strength.

Australian Whisky Holdings managing director Geoff Bainbridge said the sale of the Overeem brand would allow the company to have a greater focus on Lark.

The settlement is due to take place on June 29.