Our Story
Azu began with a fascination for why things taste the way they do.
Founder Ellie Asthana Gibson discovered the extraordinary diversity of single malt whisky while living in Glasgow in 2016. Working in whisky bars and at festivals led to writing about the science, production and stories behind Scotch; later, time behind the bar at Melbourne's 1806 deepened that fascination with spirits, flavour and hospitality.
Along the way, one particular ritual stood out. Within the drinks industry, tasting blind is commonplace: remove the label and suddenly reputation, price, age and expectation disappear. You're left with what's actually in the glass.
Why wasn't that experience more readily available to everyone?
That question became Azu Spirits.
We began by hosting tastings, before creating sharing boxes during 2020 and eventually developing our blind tasting gift collections. Today, every Azu collection is designed to bring some of that original experience into your home: carefully chosen spirits, stories worth discovering, a little anticipation—and the reveal waiting until the end.
