CraftCo Brands, an American spirits company recognized for producing premium whiskeys, is expanding its international presence by bringing two of its acclaimed bourbon brands—Joseph Magnus & Co. and Fox & Oden—to Australia. The expansion marks an important step in the company’s global growth strategy and reflects the increasing demand for high-quality American whiskey in international markets. To support the launch, CraftCo Brands has partnered with Honey Barrel, an exclusive importer known for introducing premium spirits to the Australian market.
Through this partnership, Australian consumers will gain access to several well-regarded bourbon expressions from the Joseph Magnus and Fox & Oden portfolios. The initial release in Australia will feature four key products: Joseph Magnus Cigar Blend Bourbon, Murray Hill Club Bourbon, Jos. A. Magnus Bourbon, and Fox & Oden Double Oak Bourbon. Each of these expressions represents the blending expertise and finishing techniques that have helped establish CraftCo Brands as a respected name in the American whiskey industry.
The launch reflects a broader trend of premiumization in the global spirits market, where consumers increasingly seek unique and high-quality products with distinct flavor profiles and heritage. American bourbon, in particular, has seen growing international demand as whiskey enthusiasts explore craft producers that emphasize traditional methods, barrel finishing techniques, and carefully curated blends.
Joseph Magnus & Co., one of CraftCo Brands’ flagship whiskey labels, has developed a strong reputation among bourbon enthusiasts for its innovative blending methods and complex flavor profiles. The brand’s approach combines carefully sourced whiskey with sophisticated cask-finishing techniques that create layered aromas and taste experiences. Over time, Joseph Magnus expressions have gained recognition among collectors, bartenders, and whiskey connoisseurs for their balance, depth, and refined character.
One of the most notable products in the lineup is Joseph Magnus Cigar Blend Bourbon, a limited and highly sought-after expression designed to pair well with cigars. This bourbon undergoes an intricate finishing process using a blend of barrels such as sherry, cognac, and Armagnac casks. The finishing process creates a bold and multi-dimensional whiskey with notes of dried fruit, spice, oak, and caramelized sweetness. Its complexity and richness have made it a favorite among experienced whiskey drinkers and collectors worldwide.
Another expression included in the launch is Murray Hill Club Bourbon, a blend that highlights the company’s blending philosophy. Named after a historic neighborhood in New York City, Murray Hill Club Bourbon combines multiple mash bills and barrel ages to create a balanced and sophisticated flavor profile. The result is a bourbon that offers smoothness and depth, with tasting notes often described as vanilla, spice, toasted oak, and hints of chocolate. This expression has earned a reputation for delivering an approachable yet complex drinking experience.
Jos. A. Magnus Bourbon, another key product in the Australian release, represents the heritage of the Joseph Magnus brand. Inspired by the legacy of the original Joseph Magnus Distillery founded in the late 19th century, this bourbon is finished in a blend of sherry and cognac casks. The finishing process adds rich layers of flavor, including dark fruit, honeyed sweetness, and subtle spice. The result is a refined bourbon that bridges traditional American whiskey craftsmanship with European-style cask finishing techniques.
Complementing the Joseph Magnus lineup is Fox & Oden Double Oak Bourbon, a whiskey known for its bold character and meticulous production process. Fox & Oden focuses on sourcing high-quality aged bourbons and enhancing them through careful blending and secondary maturation. The Double Oak expression undergoes additional aging in a second oak barrel, a process that intensifies the whiskey’s flavor and adds deeper notes of toasted wood, caramel, and spice.
Double oak maturation has become increasingly popular among bourbon producers because it enhances the interaction between whiskey and wood. By transferring the spirit into a fresh barrel for a second aging period, producers can amplify richness, body, and complexity. Fox & Oden Double Oak Bourbon exemplifies this approach, offering a robust and full-bodied profile that appeals to both seasoned whiskey enthusiasts and those exploring premium bourbon for the first time.
Ali Anderson, Chief Executive Officer of CraftCo Brands, emphasized that the company’s expansion into Australia is a carefully considered move rather than a casual market entry. According to Anderson, Australia represents a mature whiskey market where consumers possess a strong understanding of quality and craftsmanship.
“We’re not entering Australia casually,” Anderson explained. “It’s a market with deep whiskey knowledge and high expectations. Joseph Magnus and Fox & Oden are built on blending precision and expert finishing, and we believe Australian consumers appreciate that level of craftsmanship. We’re excited to work alongside Honey Barrel to build brands thoughtfully for the long term.”
Anderson’s remarks highlight CraftCo’s commitment to establishing a sustainable presence in Australia rather than simply introducing products for short-term sales. The company aims to build brand recognition gradually by working with local partners, engaging with the hospitality sector, and educating consumers about the unique characteristics of its bourbons.
Honey Barrel, the exclusive importer responsible for introducing these brands to Australia, shares this vision for long-term brand development. The company specializes in sourcing and distributing premium spirits, often focusing on products that offer distinctive craftsmanship and compelling brand stories.
Kia Rasteh and Jack Carter of Honey Barrel expressed enthusiasm about bringing the Joseph Magnus and Fox & Oden brands to Australian consumers.
“We are thrilled to introduce Joseph Magnus and Fox & Oden to Australia,” they said. “We have long admired the brands and their reputation for crafting memorable, high-quality whiskeys through expert blending and finishing.”
They also emphasized the strong whiskey culture that already exists in Australia, noting that the country’s thriving bar scene and knowledgeable consumers make it an ideal environment for premium American bourbon brands.
“Australia has a world-class bar and whiskey culture, and we are confident these expressions will earn their place on leading back bars and retail shelves,” Rasteh and Carter added. “We look forward to building the brands nationwide alongside the CraftCo team.”
Australia has become an increasingly important market for premium spirits in recent years. The country’s consumers have shown strong interest in craft whiskey, limited releases, and unique cask finishes. Bars, restaurants, and specialty retailers frequently showcase high-end spirits and host tasting events, allowing consumers to explore new brands and expressions.
For CraftCo Brands, entering the Australian market offers an opportunity to connect with a sophisticated audience that values quality and authenticity. By partnering with Honey Barrel, the company can leverage local expertise in distribution, marketing, and hospitality relationships.
The launch will initially focus on select premium retailers and on-premise venues across Australia. This targeted distribution strategy allows the brands to be introduced in environments where knowledgeable staff can present the products properly and guide consumers through their flavor profiles and heritage.
Beginning in March 2026, Australian whiskey enthusiasts will be able to purchase the four featured bourbons through carefully selected retail outlets as well as bars and restaurants known for their premium whiskey selections. Over time, CraftCo Brands and Honey Barrel plan to expand availability while maintaining a focus on quality positioning.
As global interest in premium American whiskey continues to grow, CraftCo Brands’ expansion into Australia represents both a strategic business move and an opportunity to introduce new audiences to the craftsmanship behind Joseph Magnus and Fox & Oden. With their emphasis on blending precision, innovative barrel finishing, and rich flavor complexity, the bourbons are poised to find a welcoming audience among Australia’s passionate whiskey community.
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