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CUSTOMER STORY                                                                                                                                                                                                          CUSTOMER STORY


                                                                                                                                                                                  requirements for alcohol, defining new sales channels, and
            REALISING THE                                                                                                                                                         developing quality assurance systems.
            GROWTH OPPORTUNITY                                                                                                                                                    The family created two new brands: Hellfire Bluff Distillery
            The Dalys understood that they                                                                                                                                        and Daly Gourmet Potatoes. The Dalys are very connected
            required assistance in order to get new                                                                                                                               to their land and they see both their locality and their
            products off the ground, and ensure                                                                                                                                   farming experience as a major part of the brand. Hellfire
            they were sustainable. They contacted                                                                                                                                 Bluff is a real life rocky outcrop that looks over Marion Bay
            the Entrepreneurs’ Programme and                                                                                                                                      and perfectly captures the spirit of the distillery.
            connected with Growth Services and
            Innovation Connections, two elements of the                                                                                                                           OUTCOME
            Entrepreneurs’ Programme who assisted them                                                                             Daly Gourmet                                   The Dalys are strongly committed to their local community
            on bringing these opportunities to market.                                                                             Potatoes                                       and the provenance of their products. Locally made

            They were then connected with Sarah                                                                                                                                   ‘from scratch’ and fresh – underpins their brand, and both
            Jones, their dedicated Growth Services                                                                                                                                businesses have created nine new jobs in the local area.
            Adviser, who provided practical support                                                                                Already having a relationship with             They have employed a production manager with
            and guidance. She helped the Dalys to plan,       Hellfire Bluff Distillery                                            retailers, the Dalys understood the            a strong food development background. Part of the
            prioritise, and to access specialist advice on                                                                         necessity of having the capabilities           matched funding has been used for the engagement of
            branding and customer awareness as well as                                                                             and the capacity to supply a product           a food scientist to help with new product development,
            the technical distilling support they needed.     The realisation that a product   At the heart of the Hellfire        should they get shelf space.                   including more alcoholic beverages plus a range of new
                                                              rejected by one market could   Bluff Distillery is a custom-         To ensure they could fulfil orders for         potato products.
            “A lot of my role was connecting                  be successful in another was   built commercial copper               their ready-to-eat potato salads, bakes        Susie Daly credits the Entrepreneurs’ Programme with

            the Dalys to the right people. They               driven by belief in the quality   still, where they use locally      and mashes, Daly Gourmet Potatoes              helping them build confidence, knowledge and contacts
                                                              of the base ingredient. The
                                                                                          sourced water from the
            have taken on advice and support.                 Dalys pride themselves on   most pristine environmental              established a new facility at nearby           to diversify into new products to maximise the value
                                                                                                                                                                                  derived from every potato.
                                                                                                                                   Sorell, providing job opportunities and
            They have sought out mentors.”                    the produce they grow, and   conditions the world has to             production capacity.
                                                              although misshapen, the     offer; providing the market
            Sarah Jones, Growth Services Adviser              quality of the potatoes used   with an elegant, smooth hand-
                                                              to produce vodka is second   crafted vodka straight from
            Part of Sarah’s role is to make the right         to none.                    the paddock to the bottle.
            connections to suit each business’s needs.                                                                            “I am enormously proud of them.
                                                              Innovation Connections      Following the success of
            To further develop their skills and capabilities,   provided help and information   Hellfire Bluff vodka, the          They have done a phenomenal amount
            Sarah connected the Dalys to a range of           about various types of      distillery now also produces
            professionals who could provide the right         technology available. They   a Tasmanian London Dry Gin              in a very short period of time. They are
            advice. They refined their marketing and          helped the Dalys understand   and a Tasmanian Limoncello             quite an inspirational business.”
            brand story through design thinking, creating     alternative methods of      Liqueur with plans to
            sustainable costing models and wholesale          distilling and what equipment   develop further products and
            pricing structures, navigating the licensing      would be required.          distribute Australia-wide.               Sarah Jones, Growth Services Adviser


      14  Department of Industry, Innovation and Science – Entrepreneurs’ Programme – Growth Services
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