Cam Waters launched personal whisky brand in late 2024
Whisky crafted using pure Tasmanian water, local barley, selected casks
Tickford Racing star shooting for maiden Supercars championship
While best known for his exploits on track, Supercars star Cam Waters is making an impact in another industry — whisky.
Launched in late 2024, Waters Whisky is an emerging brand fronted by the 18-time Supercars race winner, whose life is moving at a rapid pace.
Engaged to partner Brooke and new father to daughter Mila, Waters is a busy man courtesy of his racing and his whisky business.
So, why start it in the first place?
"I was pretty keen to have something on the side to complement what I'm doing,” Waters told Supercars.com.
“I’m a whisky fan, and one night I thought. ‘Maybe I should do my own’. So I got researching.”
Research led to Waters developing a whisky in Tasmania, native to his fiancé. This was no overnight job — Waters had to find the right place, and started it at the right time as he continued to establish himself.
"I was looking in Tassie, because I enjoy Tassie whiskys to start with, and found a distillery that could do what I wanted, and it all came to life,” Waters said.
“One part of it is all about collector's editions and linking back to my racing and giving something to my fans to buy that's unique.
“Then the other part of it is to try and get it into retail. It’s been a fun project."
As pilot of the Monster Energy Ford, Waters is among the most marketable athletes in Aussie sport, let alone Supercars. Head to any servo, and you’ll likely see his face.
However, Waters has had to graft his way to making his whisky brand work. That flows from the social media and marketing, right down to the logo itself.
“I did a fair bit of reason to start with to try and understand it as much as I could, but you're probably never prepared enough,” Waters said.
"I teamed up with a distillery that was so helpful, and really helped it come together quite easily.
“I guess there's things which have been hard, some things that are probably easier. It’s been great to have my fans embrace it so much and get around it.
“It's about growing the brand slowly, and I guess the more people drinking it tells more people and then it just grows organically.”
Waters has joined several contemporaries’ recent forays into business. Notably, Chaz Mostert owns a GT4 team, Will Brown started a transport company, Brown and Brodie Kostecki co-own their Lucky Dogs podcast, and Thomas Randle operates a simulator business.
What Waters loves about his business, is how fans have embraced it.
“I have fans come up to me and say they love my whisky, buy another bottle and/or they come up an just want me to sign their bottle,” he said.
“Some are not drinking it, but I try and talk them into drinking it [laughs].”
