The History of Cerbaco
Cerbaco’s story began more than 40 years ago with the vision of its founder, Gabriel Chaise. Born and raised in France, Gabriel grew up surrounded by a culture where fine food and drink were central to community and celebration. That upbringing shaped his appreciation for craftsmanship, heritage, and authenticity - values that would later become the foundation of Cerbaco.
Arriving in Australia, Gabriel saw a market that was still young in its understanding of premium spirits. In the early 1980s, most venues and retailers stocked a limited range of mass-produced products, and the diversity of artisanal French spirits was largely unknown. Gabriel recognised an opportunity: to bridge that gap by introducing Australians to the extraordinary traditions of Armagnac, Cognac, Calvados, and other regional specialties.
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The Early Years
The beginnings were far from easy. Building a business in a new country came with hurdles, from navigating import logistics to convincing buyers to take a chance on lesser-known products. But Gabriel’s perseverance and genuine belief in the quality of what he represented won people over. Cerbaco became one of the first companies in Australia to champion boutique producers from France, laying the groundwork for a new appreciation of craft spirits in the market.
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Establishing an Identity​
Cerbaco’s identity quickly became tied to authenticity. The brands brought into the portfolio were not chosen simply for commercial potential, but for the history and integrity behind them. Many were family-owned houses with centuries of tradition, passing down knowledge and expertise from one generation to the next. By aligning with these producers, Cerbaco established itself as a distributor with a clear point of difference — one that valued relationships and history as much as sales.
Growth and Evolution​
As the company grew, so too did the range of spirits it represented. From the very beginning, Gabriel insisted that Cerbaco only introduce products he himself believed in, regardless of whether they were guaranteed commercial successes. Some took years to find their audience, while others became household names in premium bars and restaurants across Australia.
Through the decades, Cerbaco witnessed sweeping changes in the industry: the rise of cocktail culture, the boom in whisky, the renaissance of gin, and more recently, a growing pride in Australian-made spirits. Each of these shifts brought challenges, but also opportunities. By balancing tradition with innovation, Cerbaco adapted while staying true to its roots.
Enduring Relationships​
Perhaps the most defining aspect of Cerbaco’s journey has been its long-standing relationships with suppliers. Gabriel, along with his life and business partner Valerie Blayac, nurtured partnerships that spanned decades, built on mutual trust, respect, and shared commitment to excellence. These relationships remain central to Cerbaco’s success and are a source of pride for the company. Many of the producers Cerbaco represents today have been with the business for more than a generation, a testament to the strength of those bonds.
Looking Ahead​
Today, Cerbaco is recognised as one of Australia’s leading importers and distributors of fine spirits, with a portfolio that spans both international icons and rising local producers. From its base in Melbourne, the company continues to introduce Australians to remarkable spirits from around the world, while also supporting the next wave of Australian craftsmanship.
Four decades on, Gabriel’s founding vision still guides the business. Cerbaco remains independent, family-driven, and committed to authenticity. It is a company built not just on products, but on stories, relationships, and a deep respect for heritage.
As the global spirits landscape continues to evolve, Cerbaco looks to the future with the same purpose it began with: to connect people with spirits of character and quality, and to ensure that the traditions of yesterday can be celebrated and enjoyed by the generations of tomorrow.