For more than 25 years, Dean Lucas has owned and operated iconic restaurant and bar venues in Melbourne, Victoria. This placed him in the perfect position to appreciate the need for a premium Australian spirit.

In 2006, Dean made the decision to create Australia’s first premium vodka. His search for a natural environment with access to the highest quality raw materials and a pure water source led him to Tasmania and the island’s pristine North West Coast. In this wild but idyllic location Dean discovered both Cape Grim Water and the perfect independent Tasmanian distillery partner. In 2007, he began to craft a new vodka using the finest local ingredients including the world’s purest rainwater.

Developing each and every aspect of this new vodka took time and it’s fair to say the devil really was, and still is, in the detail. But finally in 2008, the first official production run of 500 litres was completed, filling ‘666’ 750ml bottles of Pure Tasmanian Vodka. Dean went on to sell the 1st Batch of 666 bottles through one of his bar venues. The immediate and positive acceptance gave him confidence he was on the right track and subsequent production runs of 666 bottles soon followed.

In 2010, Dean entered what had by then become known as ‘666 Vodka’ (pronounced ‘Triple 6’) into the prestigious San Francisco World Spirits Competition becoming the first 100% Australian spirit to win a Gold Medal. This validation from the most influential and respected spirits competition in the world quickly led to a simultaneous launch in Australia and the United States.

In a short time Cape Grim 666 Vodka became Australia’s #1 premium vodka. A position it still holds today.


Pure Distillery Company Pty Ltd adheres to and supports the responsible service of alcohol. Under the Liquor Control Reform Act 1998, it is an offence: to supply alcohol to a person under the age of 18 years [Penalty exceeds $17,000]; for a person under the age of 18 years to purchase or receive liquor [Penalty exceeds $700]. Liquor license number: 36164242.