I agree with your statement that they are chasing the everyday...

I agree with your statement that they are chasing the everyday aussie... V8 supercar sponsorship gives a pretty good indication of the target.

I am still on the fence though - while i agree that there needs to be relatable brands at the lower end of the price range per bottle... it will market well to its target audience and the only reviews I have read on this product are that it needs to be drowned in coke. Australias whiskey scene already has some reputable brands (Lark, Nant, Starward, Limeburner, Hellyr Road) and there are plenty of craft gin distillers also diversifying into the product...(archie rose, 23rd street, kangaroo island) - IMO - you need quality to succeed here... I have tried AR's attempt and found it wanting.

For me - their whiskey is a drink to get smashed... rather than to enjoy product (all IMO and without tasting it) and as such I don't see it having a high customer retention... should go OK with Vodka taking the same approach - but the Australian gin scene... I doubt will work - plenty of good quality product out there already... with a good craft industry also