Hell Raiser Liquor Co P/L

WE CAME. WE SAW. WE RAISED HELL

Hell Raiser Liquor Co P/L

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WE DIDN'T COME TO PLAY NICE.

Taking on some of the world’s biggest dark spirits brands was never going to be easy. But where’s the fun in easy?

They’ve got the big budgets, the big names and a bloody good grip on Australia’s liquor shelves.

We had other ideas.

Hell Raiser hit the shelves in January 2025. An Aussie upstart ready to give the big boys a run for their money.

BOURBON. WHISKY. RUM.

Three dark spirits. One Australian brand. The only Australian company bringing all three together under one brand.

And we didn't stop at 6.5%. We took it to 8%, then 12%, becoming the only Australian dark spirits RTD brand to offer all three strengths.

Because some people like their drinks with a bit more grunt.

No fancy stuff. Just bloody good drinks made for people who know what they like.

Getting onto the shelves was hard enough. Staying there? That’s where the real fight begins.

We got in. We stayed in. And now we’re coming for more

FROM ONE CAN TO $10 MILLION+ IN SALES.

Breaking into Australia’s dark spirits market takes some serious grunt. Staying there takes even more.

We’ve done both. And we’ve got the numbers to prove it.

THE NUMBERS SPEAK FOR THEMSELVES.

$10 MILLION+ IN PRODUCT SALES — Cumulative Hell Raiser product sales since launch through our partner ALC.
900+ RETAILERS — We’ve fought our way onto shelves across Australia.
323% REVENUE GROWTH — Year-on-year growth in Hell Raiser Liquor Co revenue, from $186k in FY2025 to $787k in FY2026.
BACK IN BLACK — Hell Raiser Liquor Co moved into profitability in FY2026, with a $357k profit before tax compared with a $650k loss before tax in FY2025.
NATIONAL RETAIL — We’ve pulled up a seat at the big boys’ table. Kicking off with ALDI in December 2026. We’ve also got ourselves an invite to a formal range review with another major national liquor retailer.
NEARLY 100,000 CASES — That’s a hell of a lot of cans.
PBR AUSTRALIA — Official Partner of the Monster Energy Tour for 2027 and 2028.
BUILT TO SCALE — Hell Raiser owns the brand and IP. Our related party licensee ALC handles manufacturing, sales and distribution.

We’ve proved we can take on the big boys and earn our place on the shelves.

Now it’s time to turn up the volume.

WE'RE HERE TO RAISE HELL. NOT BUILD FACTORIES.

Why spend millions building factories and warehouses when you can put that money into building a brand?

We build the brand. They move the booze.

Hell Raiser owns the brand and the IP. Our related party licensee and partner Aust Liquor Collective (ALC) handles manufacturing, sales and distribution.

And here’s where it gets interesting.

Hell Raiser receives 10% of ALC’s gross revenue from Hell Raiser products before approved marketing and brand development costs. The fee can be changed by agreement.

Our agreement is non-exclusive. That means we’re free to work with other partners and open up new markets as we grow.

Instead of pouring money into factories, we can focus on what matters. More retailers. More products. More customers.

More sales means more licence income. And the bigger Hell Raiser gets, the more valuable the brand becomes.

We don’t need to own the factories to build something bloody valuable.

YOU AIN'T SEEN NOTHIN' YET.

Australians spent over $4.1 billion on ready-to-drink (RTDs) alcohol in the 12 months in June 2024. That’s a hell of a lot of cans.

And we’re the third largest RTD market in the world. (IWSR)

That’s a hell of a lot of opportunity.

FIRST UP. THE BIG BOYS’ SHELVES.

We’ve fought our way into 900+ independent retailers. Now we’re going after the national chains, kicking off with ALDI in December 2026.

THEN THERE’S THE LOCAL PUB.

RTD spending in licensed venues jumped 35% between 2023 and 2025, nearly three times the broader liquor market. (NielsenIQ)

Whisky RTDs account for around 27% of RTD sales in licensed venues, while dark RTD drinkers spend around 70% more than light RTD drinkers. (NielsenIQ, Endeavour Group)

And we reckon it's about time Hell Raiser got behind the bar.

AND WE’RE NOT STOPPING AT CANS.

Our customers asked for bottles. We listened. They’re coming.

And it turns out the pubs want more too. After the success of our cans, they’re asking for Hell Raiser on tap.

More shelves. More bars. More ways to enjoy Hell Raiser. We’ve proved we can sell it. Now we’re raising the money to take it further.

AND WE'RE JUST GETTING STARTED

We hit the shelves in January 2025. Since then, Hell Raiser products have generated over $10 million in cumulative sales through our ALC partner and made it into 900+ retailers across Australia. And we haven’t wasted much time getting there.

JANUARY 2025
First sales. Our independent retail trial begins.

FEBRUARY 2025
Hell Raiser enters ALM warehouses, opening the door to independent retailers.

AUGUST 2025
We head west with Liquid Mix, expanding into WA.

SEPTEMBER 2025
Tasmania and the ACT join the party.

OCTOBER 2025
We pass our first 10,000 cases sold.

FEBRUARY 2026
Bourbon & Cola 10 packs hit the shelves.

MAY 2026
Further expansion across South Australia.

JUNE 2026
Limited edition 10 packs launch, bringing back Rum and Whisky by customer demand.

OCTOBER 2026
Invite by a major national liquor retailer to participate in their formal range review.

AND THE NEXT BIG MILESTONES?

National ALDI rollout in December. Our first 700ml Bourbon bottle planned for summer. And the PBR Australia partnership hitting the road in 2027.

We started with one can. We’re building one hell of a drinks brand.

WE DIDN'T COME TO FIT IN

The big boys have dominated Australia’s dark spirits shelves for decades. Big brands. Big budgets. And a bloody good grip on the market.

We reckoned there was room for something different.

BOURBON. WHISKY. RUM. ONE BLOODY BRAND.

We’re the only Australian brand bringing all three dark spirits together. And with 6.5%, 8% and 12% RTDs, there’s plenty of choice for anyone who likes their drinks with a bit of grunt.

But it’s not just about what’s in the can.

WE’RE A BRAND EVERYDAY AUSTRALIANS CAN RELATE TO.

We work hard, play hard, enjoy a drink and a laugh. And don’t take ourselves too seriously.
Turns out, we’re not alone.

Our customers are buying the booze, wearing the merch and getting behind Hell Raiser. One bloke loves the brand so much, he’s even had our logo tattooed on him.

Now that’s taking brand loyalty to another level!

And when our customers want something, we listen. They wanted stronger drinks. We delivered. Now they’re asking for bottles. So bottles are coming.

The big boys have their history. We’re making our own.

A LITTLE EXTRA HELL FOR YOUR MONEY

We’d ask you to tattoo Hell Raiser across your back but apparently that’s taking things a bit far. So we’re starting with the merch.

We’re not talking about a lousy handshake or a thank you card. We’re talking proper Hell Raiser gear, cold cans and for the big guns, a bloody 20 litre barrel.

The more you back us, the more you score.

Go on. Raise the stakes. Raise some hell.

The Team

Jason Redfern

CEO & Director

Jason Redfern has more than 30 years of leadership and commercial experience in the Australian beverage industry, working with major suppliers and wholesalers across strategy, marketing and business development.

Jason created NED Whisky and founded Top Shelf International (TSI). Under his leadership, NED helped establish the Ready to Drink Australian whisky category and became TSI’s flagship brand. TSI subsequently listed on the ASX and reached a peak market capitalisation of A$178 million. Jason left TSI in April 2022.

Jason brings deep liquor industry knowledge, commercial experience and long standing relationships across the Australian liquor industry.

Guy Moroney

General Manager & Director

Guy Moroney has more than 20 years of experience across the liquor and FMCG sectors in Australia and the UK. His career includes leadership roles working with brands including Chivas Regal, Jameson, Absolut, Jacob’s Creek, G.H. Mumm, Glenfiddich and Hendrick’s.

Guy has extensive experience across marketing strategy, brand positioning, sponsorship, retail and commercial execution. During his time at Australian Liquor Marketers, he led Spirits, RTD and Beer category strategies for independent retailers.

He brings strong industry relationships and experience identifying opportunities, building brands and converting strategy into commercial results.

Josh Gaudry

Head of Marketing

Josh Gaudry has more than 25 years of experience building beverage and retail brands across Australia, the US and Europe.

His experience includes XXXX, Tooheys, Guinness, Smirnoff and Johnnie Walker. As General Manager of Marketing at Metcash, he also led retail brands including Cellarbrations, The Bottle-O, Porters Liquor and IGA Liquor.

Josh brings extensive experience across brand strategy, design, marketing and commercial execution, from launching new brands through to repositioning established ones.