A creative spirit in a corporate world, Claudia Roughley began her career in venue and events management. Through twists, turns and different opportunities, the path has led to an exciting and creative endeavour. Jumping in wholeheartedly, establishing and running Underground Spirits has been a whirlwind adventure as the distillery’s popularity continues to grow.
Tell us about your journey in business.
My journey in business has been an exciting and diverse one. I’ve always had a creative spirit, but I also possessed a strong determination to manage and lead. Previously, I spent many years in events and venue management, holding senior positions in prestigious venues in both Sydney and London. It was truly exhilarating to watch these world-renowned places transform from empty spaces to bustling and full of all sorts of events.
I’ve also taken unconventional paths in my career, so, unusually, a startup distillery was an instinctive plunge easy for me to take. The inspiration at the start was doing things differently, something that rings so true with me – uniquely our spirits are distinguished by our innovative “cryofiltration” process, which lends them their undeniably smooth character and makes them pretty special.
What tactics have you found most effective for building professional relationships?
I’ve found that authenticity and passion are key. Being genuinely passionate about our products and our brand has allowed me to connect with like-minded individuals. Attending industry events, collaborating with partners, and engaging with organisations such as the Australian Distillers Association have provided invaluable opportunities to network and foster meaningful relationships.
What qualities do women require to excel in their career?
Success in the spirits industry for women requires a blend of passion, creativity, realistic thinking, and strong communication skills.
We all need to have a role that aligns with our values and offers a work-life balance – women need to continue the push on the adoption of this across all roles and levels. We must all champion diversity and lead by example, inspiring the next generation of women.
What is the most rewarding part of your job? And the most challenging?
Sharing our premium spirits is the most gratifying, watching people’s faces light up and say ‘wow’ when they taste them!
Our emerging craft industry has many challenges still to face – and working with industry bodies like the Australian Distillers Association is one way we all join forces and continue to strive for the recognition and support needed.
Are there any challenges you are currently advocating for in your industry?
I am actively advocating for the spirits industry, particularly focusing on excise relief. Australia’s recent spike in spirits tax to $100 per litre of alcohol severely impacts distillers nationwide. This excise imbalance, especially when compared to other alcoholic beverages, adds to existing challenges such as supply chain disruptions and rising costs. My industry needs the Federal Government to freeze future excise hikes, providing relief and time to explore sustainable growth avenues. As part of my role with the NSW ACT Distillers Committee within the Australian Distillers Association, we are advocating not only in excise relief but also across tourism and export to foster the spirits industry’s growth.
Visit undergroundspirits.com.au to explore their full range of award-winning premium spirits distilled in Canberra or email [email protected] to get in touch with the team.
