Australia’s largest family-owned on-premise liquor wholesaler Paramount Liquor has unveiled Tastes of the Goodlife, a campaign tailored to growing demand for travel-inspired drinks.

In essence, Tastes of the Good Life seeks to satiate the nostalgia of European holidays by providing lighter, flavour-driven drinks experiences typical of a Euro summer. Paramount Liquor has decided to pioneer this trend due to the current growing demand for nostalgic drinking experiences, with nearly half a million Australians returning from European holidays in the past two years alone.

“Drinks are a way to travel with our senses,” said Nonna Carmella, Paramount’s Ambassador of Authenticity and Guide of the Good Life Taste Tour.

“Whether it’s the tradition of Aperitivo, or a refreshing glass of Prosecco, every sip has a story to tell and a memory to spark.”

This is to say, the drinks that Paramount Liquor is focusing on in its new campaign are designed to evoke an emotional response in consumers.

Jonny Linstead, Bartender at Leonardo’s in Carlton, Melbourne, has played a significant role in bringing Tastes of the Goodlife to life, offering insight into the growing importance of the travel-inspired drinks trend.

“A drink isn’t just about quenching thirst - it’s about creating an experience,” he said.

“These drinks are bound by tradition, approachable, transportive, and exactly what people are craving. They embody that feeling of European leisure, offering more than refreshment—they offer connection and escape.”

Paramount Liquor’s Tastes of the Good Life campaign include spritzers, limoncello, elderflower liquor, Fiano, and even Sgroppino and Sbagliato, all of which cater to nostalgia for European holidays, transcending seasonal boundaries. The carefully curated drinks listing means it can be adopted without compromise across all venue segments.

“These drinks are crowd-pleasers … easy to execute, and packed with flavour; a win for venues and their customers alike,” said Linstead.

“[They] have a timeless appeal, which encourages guests to take their first steps into their own cocktail journey. Also, their influence on modern bartending ensures that they will remain staples in the classic cocktail realm for years to come.”

According to Paramount Liquor’s own data, the focus categories of the collection have shown strong growth over recent years as nostalgia for European holidays grows. Over the past 12 months, limoncello surged almost 60%, including a 54% increase in restaurant customer segments; elderflower liqueur grew a significant 15.4%; and Prosecco grew 26.1%, largely due to its positioning as a staple of European aperitivo culture.

To kickstart the launch of the new range, Paramount Liquor is offering venues the chance to win Nonna’s Vespa in a colour of their choice. To enter, venues need only shop from the Good Life range, with each additional product purchased equating to an increasing number of entries at a non-linear rate (one product equals one entry, while two products equals four entries, and so on).

The Tastes of the Good Life collection includes the following products:

  • Ambra Limoncello
  • Aperol Aperitif
  • St Germain Elderflower Liqueur
  • Pampelle Ruby Red Grapefruit Aperitif
  • Never Never Dark Series Oyster Shell Gin
  • Malfy Gin Limone
  • Ketel One Citroen
  • Squealing Pig Squealini Peach Spritz
  • Fever Tree Sicilian Lemon Soda
  • Running With Bulls Albariño
  • Da Luca Prosecco
  • Gemtree Luna Crescente Fiano
  • Ox Hardy Upper Tintara Fiano
  • Rinomato Bitter Scuro
  • Mancino Rosso Vermouth

To learn more and to follow Nonna Carmella’s Euro Taste Tour, visit paramountliquor.com.au/tastesofthegoodlife and follow @paramount.liquor.

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