The 2025 San Francisco Spirit of the Year Awards have delivered a new victor. Thieves Collection, an emerging distillery based in Fremantle, Western Australia, has claimed gold with their Single Malt Whisky whilst securing silver for their Bourbon offering. The achievement marks only the second international competition entry for the company, establishing remarkable momentum for a brand that emerged from distinctly unconventional origins.
Michael Simm, Managing Director of Thieves Collection, described the win as both humbling and energising for his team. The recognition from judges at what many consider the premier global spirits competition validates the company’s approach to heritage-driven craftsmanship and positions them alongside established luxury brands in the international marketplace.
“This is a defining moment for our team. To win gold again in only our second-ever award entry is both humbling and energising. It confirms that our commitment to heritage and craftsmanship truly resonates — not just with local drinkers, but with the world’s most discerning judges.”
Michael Simm, Managing Director of Thieves Collection
Historic foundations drive modern success
The distillery’s origins trace back to a discovery within Fremantle Prison’s walls, where renovations revealed a forgotten convict-era whisky recipe. This historical blueprint provided the foundation for what would become Thieves Collection’s distinctive approach to spirits production. The recipe, attributed to Henry Simm over a century ago, represents an authentic connection to Australia’s colonial past rather than a manufactured brand narrative.
The company has built its identity around this genuine historical connection, developing products that reflect both traditional techniques and contemporary quality standards. Each batch draws from the original prison-discovered formula whilst incorporating modern distillation methods and premium ingredients sourced across Australia.
International recognition follows rapid expansion
Thieves Collection’s recent success extends beyond competition wins into strategic market positioning. The brand has attracted attention from luxury establishments across England, Monaco, and Dubai, where exclusive products command premium positioning. Hotels, private superyachts, and international casinos have shown particular interest in the distillery’s offerings.
The company’s growth trajectory suggests strong potential for continued international expansion. With only two award entries producing two medals, including one gold, the brand demonstrates consistent quality that resonates with professional judges and consumers alike. This performance indicates robust foundations for sustained market presence in the competitive luxury spirits sector.
Premium positioning targets collectors and corporations
The distillery’s success has generated interest from high-net-worth individuals seeking emerging luxury assets. Collectors view Thieves Collection as an investment opportunity beyond simple consumption, particularly given the brand’s early recognition and limited production volumes. The combination of historical provenance, award-winning quality, and scarcity creates conditions favourable for long-term value appreciation.
Corporate clients have also recognised the brand’s potential for partnership opportunities and exclusive arrangements. The authentic backstory, combined with proven quality, provides compelling narrative elements for business relationships requiring distinctive product offerings. Companies seeking unique gifts or partnership products find the brand’s combination of heritage and achievement particularly appealing.
Sustainable growth through quality focus
Thieves Collection maintains production standards that prioritise craft over compromise, ensuring each release meets the elevated expectations established by their award-winning products. The company’s philosophy emphasises story over spectacle whilst delivering consistent quality across their range. This approach has enabled rapid recognition without sacrificing the authenticity that differentiates them from mass-market competitors.
The distillery’s success demonstrates that genuine heritage and quality craftsmanship continue to resonate in luxury markets. Rather than relying solely on marketing narratives, the company has built recognition through tangible achievements and authentic historical connections. This foundation provides solid ground for continued expansion into international markets where discerning consumers seek products with both substance and story.