Australia’s liquor retail industry is an incredibly diverse landscape, from pioneering new trends to upholding time-honoured traditions. But beyond the brands and products, it is the individuals within this industry whose passion and dedication create such a dynamic market.
In each instalment of our ‘Five minutes with…’ series, National Liquor News puts the spotlight on a key figure in the industry, sharing a glimpse into their personality and the experiences that underpin their achievements.
Each fortnight, we will dive into the professional accomplishments and unique perspectives of our industry’s dynamic leaders, uncovering their personal stories of success.
This week, we sat down with Blake Vanderfield-Kramer, Co-founder of Feels Botanical, the small-batch Australian grape spirit distilled with sustainably sourced botanicals.
NLN: How long ago was Feels Botanical founded, and can you share a bit about the journey that led you to start the company?
BV-K: Feels Botanical was founded in 2022. I’ve spent over 18 years in the hospitality industry, working in hotels and bars, on global brands like Buffalo Trace, Haymna’s Gin and Mount Gay Rum, and developing others from ideation through to market, such as Holey Dollar Rum and Rum Co. of Fiji.
Feels Botanical is the culmination of this journey—a brand that reflects my passion for crafting unique spirits, rooted in Australia’s natural beauty. The idea was to offer something new to the market, blending ancient apothecary wisdom with modern, sustainably-sourced botanicals to create an exceptional sensory experience.
NLN: What are some of the key milestones or lessons in your career that have shaped your understanding of the industry?
BV-K: Launching Buffalo Trace in Australia at SouthTrade was a defining moment, as was Feels Botanical being named a finalist at the Australian Liquor Industry Awards (ALIAs).
Over the years, I’ve learned that the hospitality industry is about more than just products—it’s about creating positive experiences for everyone involved, from bars to customers to logistics teams. It’s a collaborative ecosystem, where everyone plays a role in making the industry thrive. Recognising that we’re all in hospitality, regardless of our specific roles, has shaped how I approach building brands and relationships within the industry.
NLN: How do you ensure Feels Botanical stays ahead of industry trends and changes?
BV-K: Subscribe to The Shout newsletter!
We have a diverse range of people around us that helps us stay informed, but more so to challenge the orthodox, a key part of our brand DNA.
Tony Stubley, Co-founder of SouthTrade, has been an invaluable mentor and involved from the start. John Gakuru, a global drinks culture specialist, my wife who has a hospitality and interior design background, and my co-founder, Steve, all bring fresh perspectives from the entertainment and tech industries. This blend of expertise and diversity helps us think differently.
At Feels, we’ve created a new category by combining Australian grape Eau de vie with three sustainably sourced botanicals; for example, Feels Bask distilled into the grape Eau de vie spirit with hemp, quandong, and Kakadu plum. This approach sets us apart from traditional spirits, ensuring we remain innovative. We don’t just follow trends; we strive to craft something unique that resonates with consumers seeking natural, premium options.
This is a lens we put across everything we do, are we challenging the orthodox?
NLN: As the co-founder of Feels Botanical, what are your ambitions for the year ahead?
BV-K: Winning an award at the ALIAs would be a great achievement!
Beyond that, we’re focused on building momentum and having a strong summer of trade. The past few years have been challenging for everyone in the industry, and we’re hoping for a period of growth and positivity. We also aim to introduce more people to Feels Botanical, building connections with consumers who appreciate our natural, sustainable, and uniquely Australian spirits. Ultimately, it’s about continuing to create something that resonates with both trade and consumers.
NLN: What keeps you inspired?
BV-K: Seeing people’s reactions when they first taste Feels Botanical is always inspiring. Whether it’s a trade or a consumer, their appreciation for the quality and complexity of our spirits motivates me to keep pushing forward.
Nature is also a huge source of inspiration. Its beauty and resilience are what Feels Botanical is all about—we draw from nature’s diversity to create something that is as complex and transformative as the world around us.
NLN: Outside of work, what hobbies do you have, or how do you enjoy your spare time?
BV-K: Surfing is my hobby, I am lucky to have lived at some amazing coastal towns in my life and there is something revitalising about the ocean. I also spend a lot of time with my young family. Watching my children engage with the world, their creativity and constant curiosity, reminds me to stay open-minded and continually ask “why?”. It’s a mindset that I carry into my work at Feels, where we’re always looking for new ways to innovate and create something meaningful.