The Yarra Valley, just an hour from Melbourne, may not be where you’d expect a world-class gin to be born—but for Four Pillars Gin, this stunning wine region was the perfect place to shake up the spirit world. Launched in 2013 by three friends and wine-industry pros—Cameron Mackenzie, Matt Jones, and Stuart Gregor—Four Pillars has completely redefined what Australian gin can be. Their philosophy is simple but game-changing: great gin starts with “getting the basics right.”
Fast forward 10 years, and Four Pillars is now the pride of Australia’s craft gin scene. With bold, inventive flavors and a fresh take on tradition, the brand has wowed fans worldwide, making waves in the U.K., Singapore, and now a major player the U.S. market.
And the timing couldn’t be better. The global gin market is booming, crossing $16 billion in 2023 with no signs of slowing down. In the U.S. alone, gin lovers bought nearly 9 million 9-liter cases, bringing in over $1 billion for distillers. The fastest-growing segment? Super-premium gin, which jumped an incredible 16% last year to surpass 700,000 cases.
The future is even brighter. By 2032, the global gin market is projected to soar to $23.3 billion, driven by a thirst for premium and craft gins, a love for creative cocktails, and an explosion of bold new flavors. Add in gin tourism, a rising demand for low- and no-alcohol options, and a serious push for eco-friendly production, and it’s clear: we’re living in a golden age of gin.
Leading the charge in the U.S. is Jennifer Bailey, the newly appointed Head of Americas for Four Pillars. Jennifer’s journey with the brand is nothing short of inspiring. After starting in PR at Stuart Gregor’s Liquid Ideas, she took on key roles within Four Pillars and is now based in Los Angeles, ready to bring the brand’s fearless energy to the highly competitive U.S. spirits market.
So, what’s next for Jennifer and Four Pillars? Get ready for an inside look at her bold vision for the U.S. market. From busting common gin myths to revealing how wine shaped Four Pillars’ DNA, she’s spilling it all. Plus, she’s dishing on what surprised her most about American culture since moving here in 2023. This is an interview you don’t want to miss!
What was your first experience in your gin?
God, probably maybe 21 years old or something like that. And my housemate actually brought home a bottle of Hendrick’s Gin and she was like, “This is this new gin. You have to try it.” We would have it with a cucumber in it and we thought we were the fanciest people.
Four Pillars Gin was founded in the Yarra Valley, a region famous for its wine. How has wine influenced your gin business?
The wine industry has been a huge part of Four Pillars’ story. Founded in 2013 by Cameron Mackenzie, Matt Jones, and Stuart Gregor, the brand’s roots are steeped in wine. Stu and Cam have been friends for over 30 years, both with strong ties to the wine world. Stu was a wine judge and ran Liquid Ideas, a PR agency specializing in alcohol brands and wineries. Cam, on the other hand, was a winemaker at Punt Road Wines.
For Cam, the journey to gin began when he realized he missed the hands-on side of production after climbing the career ladder to a desk job. That itch to create was the spark that led him and Stu to dive into the world of gin distilling.
And really, there’s a natural connection between wine and gin—it’s all about balance, aroma, and flavor. For Cam, moving from winemaking to gin distilling was a seamless progression, blending the art of flavor craftsmanship with a brand-new spirit.
Tell me about your distillation process. Any interesting botanicals or techniques?
Absolutely! At Four Pillars, we love showcasing native Australian botanicals in our gins. Our first-ever creation, Rare Dry Gin, is a perfect example. One unique technique we use is distilling with whole fresh oranges, which is quite rare in the gin world. Thanks to Australia’s incredible weather, we have access to fresh citrus year-round, unlike many gins that rely on dried lemon peel.
Another standout ingredient is lemon myrtle, a native Australian botanical that’s everywhere here. It has a beautifully bold, lemony aroma that adds a unique twist to our gin. It’s these fresh, local ingredients that make our spirits truly special!
Gin comes in 7 or 8 styles, with “London Dry” stealing most of the spotlight. But how would you describe Four Pillars Gin?
[Grinning] We are definitely NOT your classic London Dry Gin. Our style is loud, bold, and unapologetically Aussie. Think of it as Australians giving gin a proper shake-up. Sure, the industry likes to call it “Contemporary Style,” but to us, it’s just gin with personality. Quick reminder for your readers: the only gin rule is that juniper has to be the star of the show. Beyond that? Game on.
For years, gin was stuck in the same lane—London Dry Style with dried lemon peel, a sprinkle of coriander seed, and a heavy juniper punch. Yawn. But now, gin’s gone global, with new flavors popping up everywhere, from the Aussie outback to the U.S. West Coast. Producers are throwing in wild, local botanicals that capture their unique vibe. The result? A ridiculously diverse gin lineup that proves one thing: the old rules are out, and gin’s having its glow-up.
You’ve been Head of Americas for Four Pillars Gin for a year. Congrats! What has your trajectory been like?
My journey started as account manager for Stuart Gregor’s Liquid Ideas back in 2013. I would help them do the PR back in the early days. When the distillery opened in 2015, that’s when I was offered a job to move over full-time to Four Pillars. I think I was maybe the third or fourth full-time employee. So I moved from Sydney down to Healesville in the Yarra Valley. In the early days of a startup you tend to be a jack of all trades. But I loved the experience of being right at the beginning with that hustle kind of culture. As the business grew, I moved around in a few different roles in marketing which is my background. Most recently in Australia, I was the head of international trade marketing. Four Pillars had a few people scattered around the world: Singapore, London, the U.S. And so my role within the business was kind of being the point person for the global team and making sure that they had what they needed and kind of sharing what we were doing in Australia and helping roll that out in their respective markets.
Welcome to America—specifically sunny Los Angeles! What is your role all about, and what gets you most excited about it?
Moving to California has always been a dream of mine, so when this role opened up, I was thrilled to seize the opportunity. My job is to grow the Four Pillars brand here in the United States, and let me tell you, the potential is huge. The U.S. has an incredible spirits and cocktail culture—people here really love their strong drinks [laughs].
Even though gin isn’t the biggest spirit category, it still has a loyal and growing fan base. Just the other day, I was sitting at a bar with about 12 people around the counter. I glanced around and counted five of them sipping gin martinis. It’s exciting to see that kind of potential for gin cocktails here—it feels like we’re just getting started!
I won’t make you pick a favorite Four Pillars Gin brand—they’re all exceptional, right? But with summer hitting Los Angeles early (as usual), I’ve got to ask: which Four Pillars spirit will you be reaching for to craft your go-to cocktails this season?
Olive Leaf Gin for sure. It is much more of a savory kind of drink. That’s very much my go-to and I love that Cam made it. I could drink that for the rest of my life and be happy. However, that could be more of a winter month drink. So coming into summer I would go with our rare dry gin. Honestly, on a hot summer’s day, tonic water and a big wedge of fresh orange in there is just absolutely delicious.
As someone experiencing life in America for the first time, what aspects have met your expectations? And what has turned out to be completely different?
What I expected:
The amount of choices there are for literally everything! It can be completely overwhelming but I love the level of variety here and the fact that the sheer size of the population can sustain so many different options. There isn’t so much of a duopoly on things – and sure that might mean you have to visit three different stores to get your shopping done, but that’s part of the fun. For me it’s one of the major differences between Australia and America. Also the coffee. There are definitely exceptions, but overall the coffee culture leaves a little to be desired…Sorry!!
What I didn’t expect:
The difference in sushi culture!! The fine dining omakase restaurants here are beautiful, but I miss grabbing a couple of hand rolls for a quick and cheap mid-week lunch. I didn’t realise that wasn’t a thing here. Also the great produce. Again this is something we have in abundance in Australia and I was a little worried moving here that it wouldn’t be the same, but I have been proven wrong! The produce in California is exceptional, and a visit to the Hollywood Farmers Markets is now a ritual every Sunday morning
As Head of America for Four Pillars Gin, what are your priorities this year?
I’m incredibly excited about the opportunities here in the U.S. The market has so much potential, and I’m feeling optimistic about what lies ahead. In Australia, the gin market experienced explosive growth over the past decade—double-digit growth year after year. It was an amazing time, and Four Pillars was fortunate to launch at exactly the right moment to ride that wave.
Now, the Australian market has started to plateau, as we always expected it would. In some places, like the U.K., gin is even in decline. But here in America? It’s a different story. The sheer size of the market is mind-blowing. Just think—greater L.A. alone has a population almost as big as Australia’s entire population. California? Bigger than Australia altogether. With numbers like that, we don’t need to capture the whole market—just a slice of it could drive some serious, sustainable growth for Four Pillars.
The gin culture here is vibrant, and the cocktail scene is thriving. With the right partnerships and the right team, I see huge potential for us to grow and make a real impact in the U.S. It’s such an exciting time to bring Four Pillars to this market, and I can’t wait to see what we can accomplish.
What’s the biggest misconception about gin?
For the longest time, gin had a bit of a reputation for being boring—just the same old product with no innovation. But look around now! The gin market has exploded with creativity, offering so many unique flavors and styles. People are finally realizing that gin can be incredibly versatile, perfect for all kinds of cocktails.
Here’s an example: at the Four Pillars Gin distillery, there was always that one person who’d say, “Oh, I don’t drink gin.” But sometimes, it turns out they just don’t like tonic water. Show them another way to enjoy gin—maybe in a different cocktail—and suddenly, they’ve got a new favorite drink. [Laughs] It’s all about finding the right fit!