Tasmanian whisky pioneers, the Overeem family, are returning to the industry sooner than expected after signing a Heads of Agreement for the purchase of the award-winning ‘Overeem Single Malt Whisky’ from Australian Whisky Holdings (AWY).
The acquisition will become official as of June 30.
The sale will allow AWY to increase focus on Lark and return Overeem to its founding family in order for both brands to achieve their fullest potential.
Casey Overeem started Overeem Distillery in 2007, as one of the founding distilleries in Tasmania. Together with his daughter Jane, they spent the early years building awareness for Tasmanian whisky and growing a loyal following.
The brand quickly gained popularity and Casey’s ‘hobby-business’ had grown beyond his intentions, leading him to retire in 2013.
“We never really let it go, it’s still my favourite whisky,” says Jane Sawford (nee Overeem), co-founder of Overeem Single Malt Whisky.
“It’s what inspired my husband Mark and I to start our own distillery.”
Sawford Distillery is located in Kingston, on the same site the Overeem story began.
Since 2016, Jane and her husband Mark have been working closely with Casey, managing all single malt whisky production from the site.
“Our focus was to create a spirit equal to or greater than the premium quality, delicacy and complexity of Overeem,” said Mark Sawford, co-owner of Sawford Distillery.
“Now, to regain the Overeem brand, it’s incredibly fortuitous, makes for a seamless transition and presents exciting opportunities into the future.”
Jane is also excited about the future and also wants to use the opportunity to reconnect with the past.
“Initially, our number one priority is to reconnect with old customers and establish close relationships with new ones,” says Jane.
“We’ve selected a specific amount of stock from AWY, that were actually produced in dad’s old Overeem still-house, which should satisfy demand until our barrels reach maturation somewhere in 2022.”
Casey Overeem will step back into a casual, brand ambassador role with Jane and Mark and is excited to be involved in the family brand he created.
Pictured above: Mark and Jane Sawford of Sawford Distillery are excited to be returning to the whisky roots of Jane’s family through re-acquiring Overeem Single Malt Whisky and will be working with Jane’s father Casey Overeem to promote the family brand. (PS)
