Room to expand in liqueur market

Arjun Haszard pours a glass of his bronze-medal winning coffee and cinnamon liqueur. Photo by Linda Robertson.
Arjun Haszard pours a glass of his bronze-medal winning coffee and cinnamon liqueur. Photo by Linda Robertson.
Recognition at the International Wine and Spirit Competition signals to Quick Brown Fox founder Arjun Haszard that there is space for international expansion.

The Dunedin-made coffee and cinnamon liqueur won a bronze medal in the competition, which Mr Haszard described as the most prestigious of its kind in the world. It also won bronze in the 2012 competition.

But he was also realistic that, to go international in the liqueur industry, ''you've got to do it properly''.

Those that had done it had a lot of money behind them. His was a crafted liqueur which took a long time to produce and it was relatively low volume, he said.

The business was launched in December 2011 and, since then, Mr Haszard had worked hard to fine-tune the recipe.

He had gone from the first batch of 12 bottles to being stocked in more than 100 cocktail bars, restaurants and liquor stores throughout New Zealand, including celebrity chef Josh Emett's Rata and Madam Woo in Queenstown.

There were always new challenges. Initially it was about the recipe and starting a business and now it was about growing and maintaining the business and being aware of competition, he said.

Liqueur was not drunk as much in New Zealand as it was in Europe where it was like ''a full stop at the end of a meal'', and he developed Quick Brown Fox for that ''dinner party experience''.

To create Quick Brown Fox, a special blend of Fair Trade organic coffee beans were roasted to specification at Strictly Coffee. Mr Haszard and Strictly Coffee's head roaster Logan Mamanu had worked hard to tweak the roast to within seconds.

It was ground and extracted through a full immersion cold brew, a process which he had developed specifically for the liqueur.

Mr Haszard's international awards goal was ''always gold''. He was very happy with the flavour and texture of the liqueur but believed he could improve some little things, such as filtration.

 

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