Tasmanian Tonic Company says Brand Tas trashed by new player

A local drinks boss says Brand Tasmania is being trashed by a Melbourne-based competitor, which counters that its ingredients are sourced from the island state. The premier said it doesn’t pass the “pub test”.

Sodasmith's new Tasmanian Tonic Water range. Picture: Supplied

A Tasmanian drinks boss who grew his business from the “kitchen sink” to a Greater Hobart factory says ‘brand Tasmania’ is being trashed by a Melbourne-based competitor with a similar name to his.

The competitor, however, says the ingredients for his beverages are sourced from northern Tasmania, so it is logical he would seek to leverage the brand.

The complaint has already reached high places, with Premier Jeremy Rockliff set to write to Melbourne’s Shaun Rankins, the owner of newcomer Sodasmith, after being alerted by statutory authority Brand Tasmania.

Mr Rockliff said he didn’t think the branding passed the “pub test”.

Cambridge’s Tasmanian Tonic Company, founded three-and-a-half years ago by Sandy Bay duo Andrew and Dina Gregson, is a successful business – it’s just started exporting its premix gin and tonic products to southeast Asia, following an appearance at the Singapore Food and Hotel Asia conference.

However, Mr Gregson said both his business and Tasmania’s brand are at risk after grog kingpin Mr Rankins’ new brand Sodasmith released a range known as Tasmanian Tonic Water.

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Mr Gregson said he and his wife were already aware of Mr Rankins’ product, but upon returning home from a stint interstate with Dina, their hearts dropped upon seeing it stocked in a Hobart Coles supermarket.

Tasmanian Tonic Company owners Dina and Andrew Gregson at the recent Singapore Food and Hotel Asia conference, where they secured new export markets. Picture: Supplied

“Our initial reaction was commercial, as you would expect, but very soon after that, enormous disappointment that the Tasmanian brand had been so readily and willingly usurped by somebody with the backing of a major supermarket,” Mr Gregson said.

“We make no bones about the fact we associate with and leverage off of brand Tasmania, which is the result of a lot of work by people and businesses over several decades.”

Mr Rankins, who, according to his LinkedIn, has decades of experience in the beverage industry, said Sodasmith used only the “highest quality spring water from northern Tasmania”. “We selected our specific source because its optimum pH and perfect balance of essential minerals is the ideal base for our beverages,” he said,

“We have put our heart and soul into creating this range and we have been overwhelmed with the response.

“We want to ensure that everyone who sees our product knows what Sodasmith products are made of and that we only use the highest quality spring water from Tasmania, one of the most beautiful places in the world.”

Melbourne drinks boss Shaun Rankins. Picture: LinkedIn

Mr Rockliff, who is also Trade Minister, said, “Tasmania is known around the world for its fresh water and produce”.

“I am aware of a mainland company marketing its product as Tasmanian and selling it exclusively through Coles,” he said.

“On face value, this does not pass the pub test.

“While it’s no surprise that mainland businesses would want to leverage off our world-class produce and reputation, Tasmania’s brand should only be used on products made, grown, farmed or created here in Tasmania.”

Sodasmith is owned by a company, Tasmanian Pure Beverages Pty Ltd, of which Mr Rankins is director and secretary. It was registered on March 8.

TPB itself is owned by two other entities, Bucooci Pty Ltd and S&D Rankins Pty Ltd.

All three companies, TPB, Bucooci and S&D Rankins, are registered at the Melbourne address of Balance Corporation Accountants.

In addition to Sodasmith, last year Mr Rankins revealed himself as one of the three people behind Ampersand Projects, a premix vodka and soda manufacturer. He is also the founder of Melbourne merchandiser iPromo.

In a statement, Coles Australia said the issue was between Sodasmith and Brand Tasmania and it intended to make no comment.