Distiller's new brand adds flavour

A local distiller has freshened itself up by launching a new brand and hitting the hospitality scene, particularly bars.
Te Puna-based Distillerie Deinlein, which has been operating since 2001, makes cocktail liqueurs from organic New Zealand fruit and spring water - and they are now being sold under the brand, 8th TRIBE.
The family-owned business had produced the liqueurs and brandies in elegant, long-stemmed bottles under its own Distillerie Deinlein brand and they had been regarded as gift products.
It was time to break out. "We couldn't grow the old brand any more," said Tobi Deinlein, who runs the business with his father Michael and mother Irmengard. "There was a gap in the market for a product that has a contemporary feel and fits well on a bar amongst international brands."
Distillerie Deinlein has designed its own 750mm bottle with a shorter neck, wider body and a distinct New Zealand indigenous character, instead of featuring the traditional European wax seal.
"We are really excited," said Tobi. "We've spent so much time researching the market and developing the brand; it's such a huge step forward for us."
The new brand 8th TRIBE is certainly different; just like Zespri in kiwifruit and Fonterra in dairy products. And the latter brands have become well accepted.
The Deinleins, which come from the tight-knit Bavarian village of Oberammergau, realised that other family members lived in "seven corners" of Europe and they established the eighth tribe in New Zealand.
"Our home town was very tribal and it had an history of distilling," said Tobi. His parents imported a copper pot still and other equipment from Germany to make their quality liqueurs.
Distillerie Deinlein is presently organising a New Zealand distributor and it has filled 17,000 bottles under the 8th TRIBE brand for the Japanese market.
The new brand will be launched in the bars in Japan early next year, and Distillerie Deinlein is also working on exports to United States and Australia.
The family is concentrating on four cocktail favours - Kiwifruit, Dark Spice, Feijoa and Kiwi Gold - for the 8th TRIBE brand. It is also producing its popular Lemon:Cello and premium Eau de Vie fruit spirits.
"Cocktail lists have become too predictable in New Zealand. The same ingredients and same flavours have dominated for too long," said Tobi.
"We have reduced our range and concentrated on four unique flavours to build a proper international brand."
Distillerie Deinlein also sells to wholesale liquor stores and retail outlets..
It also does contracting work at its distillery on top of the Minden hill. One of the contracts is making Shochu kumara vodka for Auckland-based Mana Shuzou which exports to Japan and South Korea.
Shochu just happens to be the national vodka drink in Japan.