Every July since 2021, The Gospel — Australia’s only distillery dedicated to rye whiskey — has led a nationwide movement: Rye July, a month-long celebration of the complexity, power, and potential of whiskey made from rye. As part of the annual trade activation, each participating venue is encouraged to celebrate The Gospel’s rye whiskeys throughout July — through cocktails, storytelling, and experience. The venue that best brings the campaign to life is rewarded with a trip to Melbourne to visit The Gospel’s distillery in Coburg, spend time with the team behind the whiskey, and experience the brand’s favourite local haunts.
This year, over 60 venues across Australia joined the congregation, each pouring, preaching, and sharing the spirit of rye. Winning the competition this year is Whisky & Alement.
Known for their single-malt credentials, the team at Whisky & Alement took up the challenge to spotlight rye — and in doing so, broke convention. For The Gospel, that’s what Rye July is all about — proving that great whiskey doesn’t have to fit the mould. Whisky & Alement takeover did exactly that; it proves how Australian drinkers see rye whiskey: not as an outsider, but as a spirit worthy of the country’s most respected backbars.
The Gospel’s Rye July campaign continues to grow each year, offering venues tailored support, digital promotion, and national recognition. It’s more than a promotion — it’s a platform for the trade to experiment, collaborate, and be part of a movement reshaping what Australian whiskey can be.
Last year, The Story in Perth took out the title. This year, a single-malt-focused Melbourne institution proved the faith The Gospel Whiskey has earned across Australia — from revered whiskey institutions, cocktail trailblazers, and old and new rye fanatics alike.
Rye July has become more than a moment — it’s a movement.
And as The Gospel looks ahead to 2026, one question remains: Who will fly the rye flag highest next year?