Volume – Albert Kruger

Images taken at Machine Hall, Clarence Street

What inspired you to create “Volume”?

We wanted to build a spirit brand with community at its core, one that champions Australian music talent and helps reignite the nightlife economy. Through the Volume Foundation, we “pour with purpose,” supporting artists, precinct activations, and cultural projects in partnership with councils. Too many festivals and events have gone quiet in recent years, and too often it’s the artists who lose out. Volume was created to flip that story: a brand that is premium in the glass, but also fuels culture, creativity, and connection.

What special ingredients make the vodka and gin uniquely Australian?

The balance of craft and character. Our spirits are five times distilled for exceptional purity and smoothness, creating a premium base you can enjoy neat or mix confidently into your favourite cocktail.

For our gin, we blend classic juniper with Davidson plum and coriander seed, delivering a bright, contemporary profile that celebrates native flavour. Our vodka is elevated with mandarin and tangerine essence from South Australia, giving it a crisp, citrus lift and a silky finish. Both spirits reflect the clarity, energy, and raw character of Australia itself.

How does your local manufacturing process work?

Volume Australia is unapologetically a Sydney-based brand, but all of our spirits are distilled locally in Canberra to guarantee quality from the ground up. We work in small batches, maintaining complete control over purity, flavour, and consistency.

As part of the process, we also freeze the spirit to remove impurities, resulting in a liquid that is exceptionally clean and smooth. At full scale, our distillery can produce up to 2,000 bottles per week, giving us the capacity to grow rapidly while keeping a boutique, hands-on approach. Local production also means we support regional growers and suppliers, with a highly qualified specialist overseeing every stage.

The beverage market is a very competitive one in Australia, how have you navigated that challenge?

Australia has no shortage of great beverage brands, so from the start we knew we couldn’t just be another bottle on the shelf. We have navigated the challenge by leaning into what makes us different: bold branding, community at our core, and a focus on culture as much as craft.

Quality is non-negotiable and we have nailed that with our premium distillation process and native Aussie ingredients. But what really sets us apart is the experience that surrounds the product. We connect directly with consumers through events, tastings, precinct activations, and music partnerships, giving people a reason to remember us long after the first sip.

We are not just competing in the drinks category. We are building a cultural brand that lives in nightlife, music, and community, and that is how we cut through in a crowded market.

What does the next 12 months look like for the business? What are the major focuses?

We launched in July this year, and we are only just getting started. We are about building powerful partnerships to drive our on-shelf growth and on-premise presence across bars, pubs, and restaurants, ensuring that wherever people gather, Volume is part of the occasion.

Beyond distribution, we will be stepping further into culture with large-scale festivals and activations that bring Volume to life beyond the bottle. Volume is not just a spirit brand, but a cultural force.

Talk us through your special partnership with the Australian music industry?

Music isn’t just part of our story, it is the heartbeat of Volume. From day one we have seen ourselves as more than a spirit brand, we are a cultural partner to the Australian music scene. Through the Volume Foundation, we are building a platform that directly supports artists, DJs, and creators, not just by putting them on stage at our activations, but by paying them fairly, helping them grow their profile, and ensuring they have the opportunity to thrive.

Our flagship program, the Volume Per-Diem, takes that mission global. It is designed to send Australian artists, along with their managers, into their chosen overseas markets to perform, build connections, and make real inroads to break into the mainstream.

Do you believe a philanthropic arm to businesses in Australia is becoming an essential selling point?

Consumers today are looking for more than just a product, they are looking for authenticity and for brands that support the communities they serve.

For us, giving back is not an afterthought, it is at the heart of who we are. Through the Volume Foundation, we mentor artists to help them succeed not just on stage but in their own businesses. It is about giving them tools, opportunities, and connections to build sustainable careers.