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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
sourced water from the
of the base ingredient. 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
Sorell, providing job opportunities and
derived from every potato.
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