Famous at times, often for all the wrong reasons. Bluff, one of the earliest settlements in New Zealand of Europeans alongside local Iwi. Whalers, sealers, fishermen, entrepreneurs, prospecters, and those looking to escape to the edge of the world, all ventured to Bluff. It’s one of the most exposed, raw, and unrelenting places on earth. The kind of place that creates a certain type of person with a certain type of spirit.

Bluffys, as the locals are now affectionately known, embody a unique blend of humility and strength. "They're made of tough stuff," says Chris Fraser (Southland born and bred). "Razors don't exist here. They thrive on challenge and embrace the raw beauty of their surroundings."

This resilience and spirit has been built on hundreds of years of bitter blows, a tough local economy, and the unrelenting elements you experience living on the edge.

The Bluff Distillery draws inspiration from this indomitable spirit, crafting gin that reflects the essence of Bluff - clean, bold, and unapologetically authentic. "We like our oysters fresh, and our gin clean," Co-founder and Distiller, Chris Fraser remarks. "Our spirits are designed to prepare you for whatever the next swell may bring."

The gin, made on-site in Bluff, is bottled with a unique twist - the instantly iconic custom bottle pays homage to an old glass buoy, reminiscent of the maritime heritage that defines Bluff.

“As the story goes, and there are so many stories!” says Co-founder and Brand Director Dave Nash. “The Japanese developed the glass buoy technology and would lay their whaling nets off the coast of Bluff. Bluffys would head out in all sorts of conditions, lop off the glass buoys, and let these nets drop to the ocean floor. They were then displayed from masts of yachts and hung from front doors as a warning. No one messes with Bluff” adds Nash.

The Distillery is located within a building in the converted freezing works at Ocean Beach, which was once a major employer in the region until its closure in 1991, leaving 1500 people unemployed overnight, and an economic scar in the region. Alongside the growing Ocean Beach development under Bluff Ltd, this new venture brings a sense of optimism to Bluff as it reestablishes and celebrates its unique spirit and proposition.

"You can understand why for hundreds of years people have traveled to the end of the world just to see this place, and why Tangata Te Whenua have appreciated its significance for much longer," says Blair Wolfgram, distillery co-founder and Director of Ocean Beach, "We want to give people a reason to come back to Bluff, we’re well underway in converting Ocean Beach from a pile of rubble into an aquaculture centre of excellence, Bluff Distillery and the beautiful gin bottle are such an important part of this new experience, we want the world to come back, learn about this wonderful place, taste our gin and share it with the world. Again.” adds Wolfgram

The launch of Bluff Distillery marks a pivotal moment in the town's history.

Bluff Distillery will be opened by Sir Tipene O'Regan on Friday the 8th of March. With pre-production demand already exceeding supply, you can secure one of the prized first-run batches at bluffdistillery.com.

Reigniting the spirit of New Zealand’s southernmost town.