Meet the Feels Botanical Team
Blake Vanderfield-Kramer, Co-founder
Blake is a brand alchemist with an extraordinary belief that a brand is far more than just a name and a logo—it’s a story, an ethos, an experience. At Feels Botanical, Blake specialises in creating brands that resonate at a super premium level, ensuring every element speaks to the refined tastes of our discerning clientele.
Blake’s role at Feels Botanical spans across all facets of the business. From brand conception and product development to supporting the wonderful venues that serve our spirits, his touch is evident in every detail. With over 16 years of experience in strategic brand creation and building, Blake has honed his craft working on some of the most prestigious domestic and international brands and businesses, including Coca-Cola Amatil, Suntory, Vok Beverages, and SouthTrade International.
His impressive portfolio includes successfully developing and executing brands from ideation to launch. Notable achievements include VONU Export, RUM Co. of Fiji Bati & Ratu, Beenleigh Rum, and Holey Dollar Rum. Additionally, Blake has managed and worked across numerous global third-party brands such as Buffalo Trace, Agwa, Armand De Brignac, Patron Tequila, Hayman’s Gin, Mount Gay Rum, and Remy Martin Louis XIII.
Blake’s journey in the liquor industry began with Tony Stubley and Dave Higgins at SouthTrade International, where he had the opportunity to launch Buffalo Trace into the Australian market. During this time, he also worked on iconic brands like Patron Tequila, Agwa, Armand de Brignac, and Hayman’s Gin.
His tenure at SouthTrade exposed him to the innovative mindset of creating new and distinct drink categories and occasions. SouthTrade led the charge in launching pioneering brands such as Green Fairy Absinth, Patron Tequila, and Fireball Cinnamon Whiskey, and Blake was at the forefront of these initiatives.
With a creative and intelligent approach, Blake Vanderfield-Kramer continues to shape Feels Botanical into a brand that not only stands out but also leaves a lasting impression. His dedication to excellence and passion for the industry ensure that every sip of Feels Botanical is an experience to be savoured.
Blake’s role at Feels Botanical spans across all facets of the business. From brand conception and product development to supporting the wonderful venues that serve our spirits, his touch is evident in every detail. With over 16 years of experience in strategic brand creation and building, Blake has honed his craft working on some of the most prestigious domestic and international brands and businesses, including Coca-Cola Amatil, Suntory, Vok Beverages, and SouthTrade International.
His impressive portfolio includes successfully developing and executing brands from ideation to launch. Notable achievements include VONU Export, RUM Co. of Fiji Bati & Ratu, Beenleigh Rum, and Holey Dollar Rum. Additionally, Blake has managed and worked across numerous global third-party brands such as Buffalo Trace, Agwa, Armand De Brignac, Patron Tequila, Hayman’s Gin, Mount Gay Rum, and Remy Martin Louis XIII.
Blake’s journey in the liquor industry began with Tony Stubley and Dave Higgins at SouthTrade International, where he had the opportunity to launch Buffalo Trace into the Australian market. During this time, he also worked on iconic brands like Patron Tequila, Agwa, Armand de Brignac, and Hayman’s Gin.
His tenure at SouthTrade exposed him to the innovative mindset of creating new and distinct drink categories and occasions. SouthTrade led the charge in launching pioneering brands such as Green Fairy Absinth, Patron Tequila, and Fireball Cinnamon Whiskey, and Blake was at the forefront of these initiatives.
With a creative and intelligent approach, Blake Vanderfield-Kramer continues to shape Feels Botanical into a brand that not only stands out but also leaves a lasting impression. His dedication to excellence and passion for the industry ensure that every sip of Feels Botanical is an experience to be savoured.
Steve Pillemer, Co-Founder
Meet Steve Pillemer, a creative powerhouse with 18 years of experience in the entertainment industry. As co-founder of Feels Botanical, Steve, alongside Blake Vanderfield-Kramer, has been instrumental in creating and shaping the brand into what it is today. Steve’s keen eye for detail and passion for creative impact have driven the brand’s creative direction and packaging design, ensuring every element is meticulously crafted to perfection.
Steve is the mastermind behind Your Shot, the world’s largest DJ competition, which has run successfully in Australia for 12 years and as a reality digital series in the US for two years. His innovative spirit and dedication to excellence also led to the creation of the Your Paradise Music Festival, an event that has captivated audiences for six years with its immersive experiences and unforgettable performances.
With a passion for pushing boundaries and creating memorable moments, Steve Pillemer continues to redefine entertainment, leaving an enduring impact on the industry. His creative vision and unwavering commitment to excellence ensure that Feels Botanical stands out as a super premium brand, delivering a unique and captivating experience to its audience.
In every bottle of Feels Botanical, Steve’s dedication to artistry and innovation is evident, making each sip a testament to his creative genius and the brand’s exceptional quality.
Steve is the mastermind behind Your Shot, the world’s largest DJ competition, which has run successfully in Australia for 12 years and as a reality digital series in the US for two years. His innovative spirit and dedication to excellence also led to the creation of the Your Paradise Music Festival, an event that has captivated audiences for six years with its immersive experiences and unforgettable performances.
With a passion for pushing boundaries and creating memorable moments, Steve Pillemer continues to redefine entertainment, leaving an enduring impact on the industry. His creative vision and unwavering commitment to excellence ensure that Feels Botanical stands out as a super premium brand, delivering a unique and captivating experience to its audience.
In every bottle of Feels Botanical, Steve’s dedication to artistry and innovation is evident, making each sip a testament to his creative genius and the brand’s exceptional quality.
Dan Churchill, Culinary Creative Ambassador
Daniel Churchill, a renowned chef, restaurateur, and wellness advocate, has joined Feels Botanical as an investor and culinary creative. In this role, he champions and develops enjoyment-based initiatives for our range of 100% natural and sustainably sourced, Australian-made alcoholic spirits.
Dan Churchill is a New York-based Australian chef, restaurateur, athlete, and wellness coach whose burgeoning presence in the global culinary scene has gone from strength to strength in recent years. With a master’s degree in Science, Dan hosts the popular weekly food health podcast “Epic Table,” owns the New York restaurant Charlie Street, and serves as the chef for Chris Hemsworth’s CENTR health advice app.
“Feels Botanical is an exploration of culinary enjoyment. It’s a deconstruction of what constitutes the ‘perfect’ drinking moment, with a focus on the fundamental quality of base ingredients, the clever combination of key botanicals, and a world-class distillation and maceration process to build a sensorial experience like nothing else. I’m extremely proud to be involved as a partner and start working on new spirit flavours that take you on an entirely new sensory journey, so stay tuned for what we have coming your way,” says Dan Churchill.
Dan’s dedication to excellence and his innovative approach to culinary arts make him an invaluable part of the Feels Botanical team. His passion for creating unique and unforgettable experiences ensures that every bottle of Feels Botanical embodies the essence of quality and craftsmanship, taking you on an extraordinary sensory journey with every sip.
Dan Churchill is a New York-based Australian chef, restaurateur, athlete, and wellness coach whose burgeoning presence in the global culinary scene has gone from strength to strength in recent years. With a master’s degree in Science, Dan hosts the popular weekly food health podcast “Epic Table,” owns the New York restaurant Charlie Street, and serves as the chef for Chris Hemsworth’s CENTR health advice app.
“Feels Botanical is an exploration of culinary enjoyment. It’s a deconstruction of what constitutes the ‘perfect’ drinking moment, with a focus on the fundamental quality of base ingredients, the clever combination of key botanicals, and a world-class distillation and maceration process to build a sensorial experience like nothing else. I’m extremely proud to be involved as a partner and start working on new spirit flavours that take you on an entirely new sensory journey, so stay tuned for what we have coming your way,” says Dan Churchill.
Dan’s dedication to excellence and his innovative approach to culinary arts make him an invaluable part of the Feels Botanical team. His passion for creating unique and unforgettable experiences ensures that every bottle of Feels Botanical embodies the essence of quality and craftsmanship, taking you on an extraordinary sensory journey with every sip.
Tony "Stubs" Stubley, Investor & Advisor
Stubs brings a wealth of experience and a pioneering spirit to Feels Botanical. As the co-founder and director of SouthTrade International, Tony was instrumental in building one of Australia’s largest importing, sales, and marketing businesses, which eventually sold to the Sazerac Company in the USA.
His journey in the alcohol industry began over 35 years ago, first as an advertising executive on Jim Beam, and later as a trailblazer in the creation and growth of unique categories and brands within the Australian marketplace.
Tony has been involved in the creation and execution of the Feels Botanical brand from its early concept development stage. As the first investor and advisor to the business, his expertise has been invaluable in shaping the brand’s vision and direction.
SouthTrade International, under Tony’s leadership, was known for its ability to build unique categories and brands. Tony and his co-founder Dave pioneered the growth of innovative products like Green Fairy Absinth, Fireball Whisky, Agwa, and Alize, as well as super premium brands such as Buffalo Trace, Patron Tequila, Armand de Brignac, Sazerac Rye, and Starward Whisky.
Tony’s extensive experience helps Feels Botanical navigate the complexities of creating, launching, and growing a unique category from scratch in the Australian market. His strategic insight and dedication to excellence ensure that Feels Botanical not only stands out but also thrives as a super premium brand.
With Tony’s guidance, Feels Botanical continues to build a brand that is synonymous with quality, creativity, and a truly exceptional drinking experience. His involvement is a testament to the brand’s commitment to innovation and excellence, making every sip of Feels Botanical a journey of sensory delight.
Ellie Millington, Investor & Communication Manager
Ellie Millington brings a unique blend of creativity and strategic vision to Feels Botanical. With a background in teaching and interior design, Ellie has an exceptional ability to deliver the brand’s communication and visual aesthetic across all touch points. Her tenure with the Boathouse Group honed her eye for creative design, significantly influencing her interpretation of the brand’s direction.
As an integral part of Feels Botanical, Ellie collaborates with various creative partners to curate our digital aesthetic. From crafting engaging social content to styling cocktails and designing our website, Ellie ensures that every visual element aligns seamlessly with our brand ethos. She also works closely with our exceptional venues and collaboration partners, creating cohesive and captivating brand experiences.
Ellie’s involvement as an investor and foundational member of the team has been critical since day one. She has played a pivotal role in the development of both the liquid and packaging alongside Blake and Steve. Her dedication extends to launching the brand and managing the day-to-day backend communications of the business, all while expertly juggling the demands of raising two young children.
Ellie Millington’s multifaceted skills and unwavering commitment to excellence ensure that Feels Botanical’s communication and visual presentation are nothing short of exceptional. Her passion for design and strategic insight continue to drive the brand forward, making every interaction with Feels Botanical a visually captivating and memorable experience.
As an integral part of Feels Botanical, Ellie collaborates with various creative partners to curate our digital aesthetic. From crafting engaging social content to styling cocktails and designing our website, Ellie ensures that every visual element aligns seamlessly with our brand ethos. She also works closely with our exceptional venues and collaboration partners, creating cohesive and captivating brand experiences.
Ellie’s involvement as an investor and foundational member of the team has been critical since day one. She has played a pivotal role in the development of both the liquid and packaging alongside Blake and Steve. Her dedication extends to launching the brand and managing the day-to-day backend communications of the business, all while expertly juggling the demands of raising two young children.
Ellie Millington’s multifaceted skills and unwavering commitment to excellence ensure that Feels Botanical’s communication and visual presentation are nothing short of exceptional. Her passion for design and strategic insight continue to drive the brand forward, making every interaction with Feels Botanical a visually captivating and memorable experience.
Liam Costello, Liquid Development & Advisor
Liam Costello brings over 45 years of unparalleled experience in the Australian and international liquor and hospitality industry to Feels Botanical. As a Master Blender and Distiller at Rum Co. of Fiji - Paradise Beverages, Liam collaborated with Blake Vanderfield-Kramer to create and execute the renowned Bati and Ratu rum brands, as well as the Plantation Rum Fiji expression.
Liam’s illustrious career began as the youngest Distiller at Beenleigh Rum Distillery. He has since worked in various influential roles, including distiller at Tarac Technologies, Sales Director at Rosemount Wines, and numerous sales and marketing positions across esteemed brands such as Penfolds, Fosters, and Southcorp.
We were fortunate to have Liam consult throughout the liquid development process for Feels Botanical. His expertise was invaluable in selecting our distillation partner, refining the botanical ratios, and shaping the unique flavour profile that defines our spirits.
Liam Costello’s extensive knowledge and dedication to excellence ensure that every bottle of Feels Botanical embodies the highest standards of quality and craftsmanship. His contribution has been instrumental in creating a product that offers a truly exceptional sensory experience.
Liam’s illustrious career began as the youngest Distiller at Beenleigh Rum Distillery. He has since worked in various influential roles, including distiller at Tarac Technologies, Sales Director at Rosemount Wines, and numerous sales and marketing positions across esteemed brands such as Penfolds, Fosters, and Southcorp.
We were fortunate to have Liam consult throughout the liquid development process for Feels Botanical. His expertise was invaluable in selecting our distillation partner, refining the botanical ratios, and shaping the unique flavour profile that defines our spirits.
Liam Costello’s extensive knowledge and dedication to excellence ensure that every bottle of Feels Botanical embodies the highest standards of quality and craftsmanship. His contribution has been instrumental in creating a product that offers a truly exceptional sensory experience.
John Gakuru, Investor & Advisor
John Gakuru is a global spirits industry veteran with a rich, diverse background. Born in Kenya and raised in England, John has called many places home, from Australia to his current base in Los Angeles. His extensive career has seen him excel in various roles across continents.
John began his journey in the liquor business behind the bar, managing the renowned Lab Bar in London’s Soho district during the early days of the classic cocktail renaissance. By 2005, he was sought out by Sagatiba Cachaça, becoming their Global Brand Ambassador and elevating the Brazilian spirit to global recognition over seven years.
In Australia, John spent six successful years with Think Spirits as their On-Premise Manager and Trade Marketing Manager. He played a crucial role in establishing the company as a Top 10 distributor, overseeing trade communications, brand activities, and events for a portfolio of thirty-five premium spirit brands.
After joining Sweet&Chilli Australia in late 2016, John moved to the USA in 2017 and flourished as the Director of Sales & Marketing. With over two decades of experience, he brought his expertise in bartending, brand growth, and distribution to the role.
In 2020, John co-founded Coruscent Co. with Emily Wheldon. Their mission is to leave a positive impact on the people, places, and products they touch. Coruscent Co. excels in crafting world-class events, helping brands gain traction, and forging lasting client relationships.
As an advisor to Feels Botanical, John helps steer the brand direction within the alcohol space. His expertise spans route to market, trade strategy, drink creation, and brand experiential direction. John’s involvement ensures that Feels Botanical remains innovative and resonant in the market. His strategic insight and passion for the brand make him an invaluable asset, helping to shape Feels Botanical’s presence and growth.
John’s first interactions with Feels Botanical were digital, but once he experienced the brand’s products, he was captivated by their quality and the intentional design of the bottles. The synergy between his vision for Coruscent Co. and Feels Botanical’s ethos was clear, making his involvement with the brand a natural fit.
When not working, John enjoys planning scuba diving holidays and sipping a Negroni, Espresso Martini, or a glass of red wine in one of LA’s great bars. His passion for creating memorable experiences and his strategic insight make him an invaluable part of the Feels Botanical team, helping to shape the brand’s presence in the market.
John began his journey in the liquor business behind the bar, managing the renowned Lab Bar in London’s Soho district during the early days of the classic cocktail renaissance. By 2005, he was sought out by Sagatiba Cachaça, becoming their Global Brand Ambassador and elevating the Brazilian spirit to global recognition over seven years.
In Australia, John spent six successful years with Think Spirits as their On-Premise Manager and Trade Marketing Manager. He played a crucial role in establishing the company as a Top 10 distributor, overseeing trade communications, brand activities, and events for a portfolio of thirty-five premium spirit brands.
After joining Sweet&Chilli Australia in late 2016, John moved to the USA in 2017 and flourished as the Director of Sales & Marketing. With over two decades of experience, he brought his expertise in bartending, brand growth, and distribution to the role.
In 2020, John co-founded Coruscent Co. with Emily Wheldon. Their mission is to leave a positive impact on the people, places, and products they touch. Coruscent Co. excels in crafting world-class events, helping brands gain traction, and forging lasting client relationships.
As an advisor to Feels Botanical, John helps steer the brand direction within the alcohol space. His expertise spans route to market, trade strategy, drink creation, and brand experiential direction. John’s involvement ensures that Feels Botanical remains innovative and resonant in the market. His strategic insight and passion for the brand make him an invaluable asset, helping to shape Feels Botanical’s presence and growth.
John’s first interactions with Feels Botanical were digital, but once he experienced the brand’s products, he was captivated by their quality and the intentional design of the bottles. The synergy between his vision for Coruscent Co. and Feels Botanical’s ethos was clear, making his involvement with the brand a natural fit.
When not working, John enjoys planning scuba diving holidays and sipping a Negroni, Espresso Martini, or a glass of red wine in one of LA’s great bars. His passion for creating memorable experiences and his strategic insight make him an invaluable part of the Feels Botanical team, helping to shape the brand’s presence in the market.