He’d sold his hugely successful business, Four Pillars Gin, which he built through “hard graft” from the ground up with his business partners, before selling to beverage giant Lion in 2023, for about $90m.

So although Gregor was only in his early 50s and not quite ripe for retirement – his wife laughed and told him there was no way he was ready to retire – the PR guru and journalist decided to take a well-earned break.

He happily filled his days with overseas holidays, travel writing and rounds of golf – but then he had an unexpected interaction with a representative from Tasmania’s Lark Distillery and everything changed.

Gregor, 56, is now preparing to step in as Lark Distilling Co.’s new managing director and chief executive, using his extensive business and marketing experience and love of storytelling to promote the premium whisky producer on the international stage and take the ASX-listed company to the next level.

He officially starts in the role on January 1, taking the reins from outgoing managing director and chief executive Satya Sharma. And one of Gregor’s first undertakings will be a two-week tour of Asia with whisky pioneer and company founder Bill Lark, in a bid to establish a greater international presence in countries including China, Singapore and Malaysia.

Gregor, an Australian beverage industry veteran who is also a member of the Australian Distillers Hall of Fame, has worked with some of the world’s best luxury beverage, food and travel brands and says he feels both humbled and excited to lead the next chapter of Lark Distilling Co.

The Sydneysider is also looking forward to spending more time in Tasmania as he works in his “dream” role, and also has plans to slowly eat and drink his way around “every restaurant, wine bar and pub” in Tasmania in his free time, in a bid to fully immerse himself in the state’s food and beverage industry.

Gregor was born and raised in Sydney, and initially worked as a news reporter before finding a way to merge his passions for food, wine and storytelling into a successful marketing career.

“From my high school days I really wanted to be a journalist,’’ Gregor explains.

“I wanted to write and report and I wanted to be able to tell stories. I’m a storyteller at heart – that’s one of the things I love about Lark, it has such a rich and incredible story.’’

He went straight from high school into a copyboy job, working on newspapers including The Daily Telegraph and The Daily Mirror.

“I got a cadetship, and I did four or five years of news,’’ recalls Gregor, who also spent some time working in Melbourne.

“But then, like all young Aussies, I wanted to go overseas.’’

He worked in pubs in London and even attempted a 10-day stint as a war correspondent – covering the conflict in Bosnia, in 1993, for The Australian newspaper – but quickly realised it wasn’t the job for him.

“I was so terrified, so I was actually terrible as a war reporter,’’ he says.

“I was with a mate who was a photographer and we were part of a convoy taking medical supplies to Croatians inside the Bosnian border, in the war zone. There were real guns and tanks – the whole lot, and I reckon I lasted two days … I was hopeless.’’

Gregor later found himself living in the wine region of Burgundy, in France – he had a French girlfriend at the time – and it was here that the food and beverage lover developed an even keener interest in wine.

When he returned to Australia, Gregor completed a Diploma of Wine Marketing at Adelaide University – he also met his future wife, Sally Lewis.

Combining his passion for wine and journalism, Gregor worked in public relations for wine giant Mildara Blass (now Treasury Wine Estates) before completing his Masters of Marketing at Melbourne Business School.

With business partner Angie Bradbury he then set up marketing firm Liquid Ideas – the award-winning agency is still thriving today. Gregor no longer actively works in the business, although his wife does.

“I had a really great time – that business still works with some of the best drinks, travel and hospitality brands in the world,’’ says Gregor, who was named the PR Industry’s Leader of the Year in 2014 and has built a reputation as Australia’s leading voice on drinks, hospitality, leadership and culture.

“That’s where I learnt a lot about how big businesses launch gins and whiskies and beers.’’

It was through learning about how other businesses thrived, that Gregor decided he’d like to start a beverage business of his own.

So he teamed up with two friends – Matt Jones and Cameron Mackenzie – and between them the trio used their wealth of wine, hospitality and brand experience to create and launch Four Pillars Gin in 2013.

It was a time when distilling was still in its infancy in Australia – back then there were fewer than 30 distilleries operating in Australia – today there are well over 600, with dramatic growth seen in the Australian distilled spirits industry over the past decade.

“We caught the wave of the gin boom – the timing was exquisite,’’ Gregor says.

While under Gregor’s decade-long stewardship, Four Pillars was awarded the world’s highest accolade for a gin business, not once but three times. The business was named the International Gin Producer of the Year at the International Wine and Spirits Competition in London in 2019, 2020 and 2023, making Four Pillars the first gin maker to ever claim the title three times.

The business won a string of other local, national and international awards for quality, innovation and sustainability, with Four Pillars gins sold in more than 30 markets worldwide.

Gregor admits it was “hard graft” building a business from scratch but seeing the business thrive while introducing “so many interesting gins” to the market was hugely rewarding.

Selling the business that he’d helped grow – from a once-unknown craft distillery start-up to a booming spirits business – to beverage giant Lion in July, 2023 was also a welcome reward after 10 years of hard work.

But while Gregor enjoyed his brief stint at semi-retirement – “I thought I’d have a bit of time off, play a bit of golf, watch a bit of sport,’’ he laughs – a chance encounter with Warren Randall, a Lark Distilling Co. board member and major shareholder, at a mate’s 60th birthday lunch in South Australia, led to a job offer that Gregor simply couldn’t say no to.

“We got talking at this lunch in South Australia,’’ he recalls.

“I’d never met the guy before.’’

But with a shared passion for the beverage industry – and the fact that Lark had long been Gregor’s favourite whisky brand – the pair had plenty to chat about.

After lunch was over, Gregor sent an email to Randall, letting him know that if Lark ever wanted some additional business and marketing help, he’d be happy to lend his skills.

“And it just happened that they had a board position available,’’ Gregor says.

He stepped onto the board late last year and before he knew it, Gregor was being invited to apply for the role of managing director and CEO.

“Circumstances prevailed,’’ Gregor explains.

“Sash (Satya Sharma, Lark’s managing director and chief executive) got a really great job at Campari, running the world of Aperol Spritz, and there was a consideration that I could put my hat in the ring for CEO and I did – and here we are!’’

Gregor says accepting the role was a
“no-brainer”.

“Leading Lark was just too good an opportunity not to take up,’’ he says.

“As I said to the board, I don’t think there was another job in the Australian distilling world that I would have taken other than this one.

“First and foremost, I think it’s the best whisky in Australia and it’s always easy to take a job when you know the product is first class.

“It has the best backstory and history and uniqueness.

“We have Australia’s most iconic legacy in Bill and Lyn Lark, and one of the country’s finest and most creative distillers in Chris Thomson crafting some of the world’s best whiskies. Lark is a such special brand. And I love this place, I love Tasmania.

“Once I’d been out to Pontville – which I didn’t do until last year – and had a look (at everything happening at the company’s headquarters) … there’s this great story and these great assets – it’s a combination of all these things – it’s a no-brainer.’’

Lark Distilling Co. purchased the historic Shene Estate, at Pontville, in 2022 for $40m and more than $15m has since been spent upgrading the site into a major whisky tourism destination with a new distillery, tasting bar, training academy and cooperage, building on the brand’s iconic status as Australia’s first single-malt whisky producer.

New stills have started operating in recent weeks and the site is open to the public, with distillery tours and tastings being offered daily.

The Lark Distillery Cellar Door in Davey St is set to reopen on December 20, after a $750,000 refurbishment, including new paint, new furniture and a new bar, while still maintaining the character of the original building.

Meanwhile Lark’s nearby whisky bar, The Still, in Argyle St (in the old Mercury building) also offers whisky tastings as well as cocktails and tasting plates, and was established to help bring Lark to a more contemporary audience and better embrace the concept of new world whisky.

“One of the things we need to do with whisky … it can’t just be leather patches, chesterfields and cigars and old men,’’ Gregor says.

“This is why The Still is so great – it’s a great, fun place. It also brings vibrancy and life to this special little part of Hobart.’’

He wants consumers to better understand the history of the Lark brand and the pivotal role Tasmania has played in the evolution of the distilling industry in Australia.

“One thing I hope I can bring to Lark is more of a focus on why this is such an important and great part of Australia and such an important part of distilling history and culture,’’ Gregor says.

“Australian distilleries owe a huge debt to Bill and Lyn who changed the laws in Tasmania to make the first whiskies in 150 years and I think that story needs to be told to the world.

“I love that Tasmania is a bit of a rogue state. We don’t want to out-scotch Scotland, we want to make something that is unique and distinct, from this place at the bottom of the earth, which has heart and soul and an incredible environment. So if I can help tell that story and do the business side as well as I can, hopefully Lark can play its part in continuing its evolution in the Tasmanian story.’’

Gregor first came to Tasmania about
25 years ago for a food and drink seminar at Cradle Mountain.

“Like everyone who comes for the first time, I thought ‘How amazing is this place!’,’’ Gregor says.

He’s returned about 10 times since, for events like Dark Mofo, while also exploring various regions of the state, including foodie workshops at New Norfolk’s The Agrarian Kitchen and playing golf at Barnbougle in the state’s North East.

Gregor has actually known Bill Lark for about 15 years, first getting in touch with the whisky pioneer when Gregor was setting up Four Pillars Gin. Lark was president of industry body Australian Distillers at that time, but Gregor eventually took over from Lark as president, a title he held from 2014-2022.

Lark – who is the company’s global brand ambassador – was the first person Gregor called when he was offered the role as Lark
Distilling Co.’s new managing director and chief executive.

“He’s really excited that I’m in the role,’’ Gregor says.

“He was first person I called. Without his thumbs up it would have been hard to take the role.’’

Gregor and Lark’s upcoming overseas trip is part of a larger plan to give the distiller a greater presence in Asia – and other parts of the world.

New packaging, and a recent move from 500ml bottles to 700ml bottles – which are more suited to an international market – were designed with global expansion in mind.

Gregor says as global trade with America is in a state of considerable flux at the moment, this presented a unique opportunity for Lark Distilling Co., because some overseas markets might look outside the US – to places like Australia – to fill the premium whisky gap.

He can also see a market for Australian whisky in overseas locations where there is a strong expat community – in places like London and Hong Kong – offering discerning Aussies a unique taste of home.

Gregor says if you walk into the best whisky bars in New York or Shanghai, you’ll find Scottish, American, Irish, Canadian and Japanese whiskies among the international offerings but not necessarily an Australian whisky, and that’s a market he’d like Lark to tap into.

“I think people should be able to have an Australian whisky as well, and I think that should be Lark,’’ Gregor says.

“We know a lot of people around the world love the concept and idea of Tasmania, they might want to visit, they may never visit, but to get a taste of Tasmania, of what this state can produce, is what we can give them.’’

Despite his big plans to conquer the international market, Gregor is also mindful of taking one step at time.

“We need to be cognisant, we can’t go into every market in year 1,’’ he says.

“We’ve got to be thoughtful and measured about where we go, as we’ve got limited resources.’’

Gregor says that despite Lark’s unashamed ambitions for international success, the distiller’s primary focus will remain on building and maintaining brand recognition among domestic whisky enthusiasts.

As more than 90 per cent of the spirits consumed across the country are imported, Gregor says the market for homegrown whiskies is still relatively untapped.

He says the majority of spirits consumed in Australia – Jim Beam, Jack Daniel’s, Smirnoff, Gordon’s – are not at the same price point as Lark, which is “always going to be at the very upper end” of the market. But there is still a place for high-end whisky.

“We want to make sure that every Australian is as proud of Lark as they are of Penfolds Grange,” Gregor says.

“If people are going to celebrate the great moments of their lives with Australia’s best whisky, well, that’s going to be Lark.’’

Despite the rising cost of living, Gregor says there’s “still a huge appetite for really premium, beautifully-presented, beautifully-made whisky’’.

Globally, consumers spend about AUD$150bn on whisky each year.

“About a third of that is high-end whisky,’’ Gregor says.

“And that’s where we play. It’s a massive market.’’

Gregor has worn many hats in the past – as well as being a journalist, public relations professional, distillery owner and industry spokesperson he has also worked as a charity auctioneer, MC, TV and radio panellist and a newspaper columnist. As a board member, he also helped establish major not-for-profits including RUOK? Day and OzHarvest.

But Gregor says he’s largely stepped away from all of that so he can focus fully on Lark, explaining, “This job needs proper focus, it needs a proper CEO who is committed to it – it’s not a part-time role.’’

Gregor plans to spend at least one week a month in Tasmania – but will come to the state at other times as needed – and will work from an office in Sydney when he’s not in Tasmania.

“I’ll be here (in Tassie) a week a month – minimum – but hopefully it’s more,’’ he says.

While he’ll be staying at Crowne Plaza initially, Gregor says he can eventually see himself happily settling into his own place in Hobart.

“I was having a look around Battery Point and Sandy Bay and I thought ‘Hello, this is pretty good’,’’ Gregor says.

“I could find a place around here.’’

He’s had lunch at Bill Lark’s favourite pub – Shipwrights Arms Hotel at Battery Point – and has plenty more sightseeing on his list.

He’s got a trip to Tasmania’s Central Highlands planned in February, he’s been to Peppina and the Agrarian Kitchen, he has Tolpuddle Vineyard on his radar and he already considers himself a “semi-regular” at the New Sydney Hotel, which he reckons has the best Guinness in Australia.

He’s “obsessed” with Pigeon Whole Bakers, next door to The Still, and has his eye on the newly-opened 7 Mile Beach golf course.

“I can’t wait to spend more time here – I’m pumped,’’ Gregor says.

“What’s not to love about Tasmania – it’s a really special place.’’

His children are 19 and 21 and are studying at universities in Melbourne and Canberra, but Gregor’s wife – also a foodie – is planning to spend time in Tasmania.

“She’ll be down here, we’ll go to every restaurant and wine bar and pub in southern Tasmania and then we’ll go north,’’ he laughs.

“She can’t wait.’’

He says he’s excited for what the future holds – both personally and professionally – and couldn’t think of a better reason to step out of semi-retirement.

“It happened at the best possible time and honestly was just the dream opportunity,’’ Gregor says of his new role with Lark.

“The serendipity was crazy and the timing was just perfect. This chance is once in a lifetime, and its going to be great fun and I hope I can do the Lark brand proud.

“I hope I do it justice. I hope I can help give it the fame that it deserves.’’•