Public-private partnership invested in Australian start-ups to stimulate Australian spirits market. Australia has a well developed beer and wine position worldwide, but has struggled to make progress in the spirits market. The Australian government and private investors were in search of start ups to take advantage of the opportunity. My approach with Wild Wombat was to leverage the gaping hole in the market for a fun, rebellious brand for party animals that pokes fun at the serious, austere establishment in their blue uniforms. I found the way into this position in the renowned boisterous Australian sense of humour and their unique and often rather comical animals. (See Blue Harbour for a strategy that meets vodka market traditional expectations with a ray of sunshine)