It started with a whisper. Or maybe more accurately, a roaring muffler. Before the shiny awards, the cellar door in McLaren Vale, and the Asahi acquisition, Never Never Distilling Co. was just three mates, a busted Magna, and a big idea to shake up Australia’s gin scene.

Co-founders Sean Baxter, Tim Boast and George Georgiadis were chasing flavour, fun and freedom, and in doing so, created one of the country’s most fearless spirits brands.

The Never Never moment

You know that moment where everything just clicks? For Never Never’s founders, that spark lit over drinks, old friendships, and a shared thirst to do something different.

“It wasn’t some grand plan,” says Sean Baxter, recalling the night he was looped in after Tim and George had already started bouncing ideas.

“Just three ‘newish’ mates craving a little flavour rebellion in a category that was heading in a very same-y direction.”

Tim was itching for something hands-on.

“Ditch the bank job, buy a still, call it our own,” he says. “I wanted to distil gin like some in my family had done before me, but make it better.”

For George, it was personal. “I’d been missing the tangible side of flavour creation after a career in finance,” he shares. “In that moment, gin became our mission. Although… it was almost cheese. Maybe a story for another time.”

So why the name ‘Never Never’? It harks back to Henry Lawson’s poetic description of the vast, unknown outback. The trio saw it as a metaphor for risk, adventure and doing things your own way.

“It’s the space beyond the horizon and beneath the stars,” says Sean. “The Never Never is fearless.”

And that maverick ethos still runs through everything they do, from the gin recipes to their bold new label designs.

Scrappy beginnings and gin sirens

If you think building a distillery sounds glamorous, think again.

The early days of the business were pure hustle. The team hand-filled 500ml bottles, loaded them into the back of a Magna, and did the delivery runs themselves. That car? A classic.

“It had a massive hole in the muffler so bartenders could hear us coming miles away,” Sean laughs. “It was like a gin siren.”

Inside the car? Chaos.

“Furniture, wooden ladder shelving, pull-up banners, stock,” he recalls. “I once had to get out at a breathalyser station after an event because the electric windows didn’t work.”

Tim’s verdict? “I still can’t believe we sold it. That car was awesome.”

Behind the scenes, each founder played their part. Tim was the distilling brains. George brought finance smarts. And Sean?

“He was always the first person to give me honest feedback about what we were making in those early days,” Tim says.

Everyone took risks. Tim put his house on the line while raising a young family. George left a high-flying finance career to chase a gin-fuelled dream. Sean credits those sacrifices with galvanising the team.

A gin that causes a stir

From day one, flavour has been the brand’s beating heart and what stood it apart in the crowded market.

Their now-iconic Triple Juniper process? That was no gimmick. It was a deliberate move to create a bold, distinctive gin that stood out in a market full of sameness.

“It was designed to build maximum juniper character,” explains Tim. “It’s why our gin tastes so good in classic cocktails and G&Ts.”

They didn’t stop there. Their Oyster Shell Gin turned heads and palates.

“It immediately captured the creativity of bartenders across the country,” says George.

For Sean, pushing boundaries isn’t optional. It’s the whole point.

“We always aim to cause a stir,” he says. “We try to look at new products through that lens, rather than purely following trends.”

From small batch to national scale

Scaling without selling out is tough. But Never Never found a way. While production has ramped up, thanks to ‘Nancy’, their 1000L pot still, the team remains obsessive about quality.

“If I’m being honest, the scale of the brand is still in its early stages,” says Tim. “But we’ve always ensured consistency of style. It’s’ about unrelenting standards.”

Still, standing out on shelves packed with international giants meant rethinking their packaging. Their original bottles were beautiful—but not cutting through.

“One thing global brands do well is telling their story simply,” Sean explains. “Our new label distils our key features. Slanted labels, bold colours, a clearer logo. And we added practical touches like ridge lines on the neck and batching marks for bartenders.”

The new 700ml format wasn’t just for looks. It was driven by feedback from the people pouring their gin night after night.

“Bartender feedback was critical,” says Sean.”The new bottle’s better for rail use and easier to grip. Plus, customers now get better value by the millilitre.”

The big wins that changed everything

Recognition for Never Never came early. In their first year, Never Never made the Top 10 list of globally trending gins in an international drinks magazine.

“That was a pretty big deal,” Sean grins. “It gave us credibility and made bartenders take notice of what we were building in a shed in Royal Park, with no marketing budget and no staff.”

“No running water. No bottling line,” Tim adds, laughing.

Their biggest splash came in 2019 when they won World’s Best Classic Gin. Then in 2022, they followed it up with World’s Best London Dry.

“It justified the decision to go all-in on bold flavours. It was the first time we had to think about expanding the sales team to handle the orders,” says Tim.

Sean remembers that moment vividly. “I fell out of bed when I heard we won. Screamed at the top of my lungs. My heavily pregnant wife almost gave birth immediately.”

Partnering with Asahi

In 2024, the team announced a partnership with Asahi. A move that surprised many, especially given that the original founders kept full control of the business operations.

“We always wanted to grow into a reputable global brand,” says George. “Asahi gave us that opportunity, but they also believed we were the right people to keep driving it.”

The benefits have been massive: bigger marketing budgets, wider distribution, and sponsorships at major events like AFL’s Gather Round.

“Those would never have been a reality without the relationship,” Sean says.

They also learned that even with a bigger footprint, hustle is still key.

“It’s easy to get on shelf,” Sean notes. “It’s harder to get off the shelf. Awareness still takes creativity and perseverance.”

Staying true to the Never Never spirit

From the beginning, the brand was built to scale, but not at the expense of its soul.

“Even the name was chosen to evolve independently of location,” Sean explains. “Making a classic London Dry Gin gave us global appeal. And now, more than ever, that fearless spirit keeps us going.”

Community and hospitality remain at the forefront of the brand, whether it’s the team culture, the tasting room in McLaren Vale, or the way they treat customers and staff.

“Authenticity is so important. It’s how we’ve built a passionate community of gin lovers,” George says.

Their new look bottles and labels reflects this boldness. Vibrant labels, clean lines and award-winning design.

“We were stoked to win Best Packaging Design at the Melbourne Royal Spirits Awards,” George adds.

And seeing their bottles poured in world-class bars? The trio confess it’s still a buzz.

“The hairs stand up on the back of my neck when I order a Never Never martini at Black Pearl or Maybe Sammy,” says Sean. “I never imagined this would be my path, but I’m so glad we believed in our gin.”

George agrees: “I get every notification when we’re tagged in a cocktail or menu. I love seeing what bartenders create with our spirits.”

The future looks bright for Never Never?

With shelves stocked across the country and bottles behind bars globally, what’s next?

“We’ve been working on a very innovative vodka,” reveals Tim. “It’s a true ‘Never Never’ moment, applying all our gin knowledge to reimagine vodka.”

Sean describes it as  “a masterclass in texture” that could shift the category.

And they’re still eyeing international growth. “Never Never was created to bring Australian spirit to the world,” says George. “We’re just getting started.”

Even with all that growth, they’re fiercely protective of their creative freedom.

“That innovation is what got us here,” George says. “And with continued investment and a supportive parent company, we can keep causing a stir.”

Final advice to their 2017 selves?

“Buy more Bitcoin,” Sean quips. “But really, trust your gut. We wrote ‘Fearless Spirit’ on the bottle for a reason.”

George adds: “More investment early would’ve helped. But those lean years built our team culture, and many of that team are still with us.”

And Tim?

“Believe in yourself the way your friends and co-founders do,” he says. “Also, go to your future house in 2018 and stop that possum from climbing into the roof. It’s going to cause some problems.”

Find out more about Never Never Distilling Co here

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