Margot Robbie's Papa Salt gin reaches Australia's top 10 super-premiums
Richard Pilbeam joins as Global Marketing Director to expand Papa Salt across Australia, UK and new markets.
Byron Bay gin brand Papa Salt, co-founded by Margot Robbie and others in 2023, has cracked Australia's top 10 super-premium gins. The brand is now appointing its first Global Marketing Director.
Richard Pilbeam has spent eight years in drinks marketing at Monster Energy and Goodrays. Pilbeam will lead brand strategy and growth across Australia, the UK and beyond.
Papa Salt sold more than 46,000 bottles last year, roughly one every 11 minutes. The brand now stocks more than 265 Dan Murphy's stores nationally.
Its initial production run sold out in under 48 hours. First-year sales exceeded forecasts by more than four times.
Pilbeam said the growth so far had been incredible, but the real excitement lay in the brand's global potential.
- 2023
- Year founded
- 46,000
- Bottles sold last year
- 265 plus
- Dan Murphy's locations
- Four times higher
- First-year sales vs forecast
Why it mattersShows how premium consumer brands can scale rapidly in competitive markets and attract major talent for international expansion.
AustraliaAn Australian-founded premium gin brand is moving aggressively into global markets, signalling growing success for local spirits makers on the world stage.
Corroborated bytheshout.com.au·bandt.com.au
✓ Claims checked against the source. checked 1 h ago
