Award winning spirits

Since launching in 2013, our premium spirits continue to win accolades and international awards from some of the most prestigious spirits competitions in the world. Highlights of which include the Double Gold at the San Francisco World Spirits Competition for Blue Duck Vodka and being selected as one of the 101 Gins To Try Before You Die by author Ian Buxton.

Our pledge: No compromises!

Our goal has always been to be the best we can be; more a mindset than a goal post. This way we strive to better ourselves, our community, and our environment. We handcraft our products to reflect these ideals; no artificial flavours, no artificial essences, no artificial aromas – only the aromas and flavours of the finest natural ingredients we can find.

Charity Partners

By naming our products after native NZ birds that are critically endangered we not only hope to raise awareness of their plight, but also to raise funds to help their survival. With every bottle sold we make a $1 donation to our charity partners, and an additional $5 per bottle we sell directly through this website.


"Simply Pure was launched in 2013 born of the desire to create quintessential New Zealand super premium spirits for the global markets." Phil Clark, co-founder.

Meet our team

Phil Clark
Raised and reared in the Wairarapa, Phil or Clarkie as he is preferably known, has been a dedicated patron to the hospitality industry for the past 25 years and has owned and operated a number of iconic bars and eateries throughout NZ.

Phil heads up sales for SPL from his Ponsonby office under the watchful eye of his dog Billie who pleads for food and walks constantly!

    Ben De Haan
    A succesful and inovative entreprenuer with over 20 years of experience, Ben launched his first internet start-up in 1999, a London-based internet publishing company, which he brought to NZ in 2005.

    Further start-ups followed in the retail, import & distribution sectors before joining Simply Pure prior to launch. After 13 years in NZ, in Auckland and Queenstown, Ben & his family moved back to the UK in 2018 to bring Simply Pure products to Europe.
      Tobi Deinlein
      A Kiwi since turning 5, Tobi has a passion for NZ and everything that makes it unique. Using centuries old distilling traditions his family brought with them from Germany he has been capturing the flavours of the country he loves for 20 years.

      Apprentice to his father he draws on his background in physics, electronics and his zeal for anything mechanical to help run a successful craft distillery in Tauranga (Distillerie Deinlein).
        Irmengard Deinlein
        A Bavarian Kiwi, Irmengard grew up in the alpine village of Oberammergau, Germany. It may be small but with a huge zest for life.

        Her life in NZ has often found her becoming a business trailblazer which has left her with vast professional experience to call upon, very useful for when she decided to follow in her family's footsteps and founded the succesful craft distillery Distillerie Deinlein.

          Michael Deinlein
          Master Distiller
          Michael’s background in cabinet making and engineering in Germany, led him to a successful career in the NZ wood industry. His love of making things and a good drop led him to sidestep the corporate world to start a small family distillery.

          This took him back to Germany to study distilling and with many thousands of hours of distillation under his belt, he is very much the master of his craft.