As if hosting thousands of hours of live television wasn’t enough, Larry Emdur is now scaling his award-winning whisky brand – appointing Kristy Bloomfield as Chief Executive Officer and Co-Founder of The Ben Buckler Whisky Company as the premium spirits label enters a new phase of domestic and international expansion.
Bloomfield joins the business following senior leadership roles at both Sullivans Cove Distillery and Lyre’s Spirit Co, where she helped build the world’s leading non-alcoholic spirits brand.
An unlikely origin story
The Ben Buckler began as a personal gift project.
Emdur, best known as co-host of The Morning Show on Channel Seven, commissioned 60 bottles of whisky to mark his 60th birthday.
“I originally just wanted to make 60 bottles of whisky for 60 mates for my 60th birthday,” said Emdur.
“It was never supposed to become a business – it was genuinely just a fun thing to do with friends. Then suddenly people started asking where they could buy it, venues wanted to stock it, and before we knew it, this little side project had completely taken on a life of its own.”
The brand has since secured national distribution through Paramount Liquor and ALM Connect, premium venue placements across Sydney and Melbourne, and a retail listing with Heinemann Duty Free, where initial allocations sold out.
It has also collected four gold medals across international spirits competitions, including San Francisco and China.
Bloomfield on the opportunity
Emdur said the appointment marked a significant moment for the business.
“Kristy is an exceptional operator with a phenomenal track record building global brands,” he said.
“She understands premium consumer businesses at the very highest level and knows how to scale brands internationally while still protecting what makes them special. Bringing her into the business is a huge moment for us.”
Bloomfield said the brand’s strength lay in its origins.
“What Larry has created is incredibly genuine. The Ben Buckler doesn’t feel manufactured or overly corporate. It began with a real story, real friendships and a real passion for creating something great. That authenticity is incredibly powerful, particularly in today’s premium spirits landscape,” she said.
“The brand already has exceptional foundations – from the product itself to the cultural relevance and consumer engagement around it. The opportunity now is to scale that thoughtfully and strategically both within Australia and internationally.”
Main image: Kristy Bloomfield, and Larry Emdur