The story behind the founding of Cook Island Distillery by Ashleigh and Mike Steele is love story. The love of each other and the love of the Cook Islands.
The couple, who met in Melbourne, Australia, have deep family ties to the Cook Islands. As Ash explains: “My mother is from Rarotonga, and my grandmother was from Aitutaki. We are part of the Nicholas family here in Rarotonga.”
Ash grew up in Sydney, but because of her deep connection her family in Australia would regularly return and spend time with her grandmother in Aitutaki, who sadly passed away six years ago.
Mike is Melbourne born and bred. When he met Ash he was working for Rowing Australia as an U-23 coach. Ash was teaching maths at high school.
After having two children, the Steeles decided to move from Australia to the Cook Islands to be closer to Ash's family. Initially, they started a home-based food business in Rarotonga called ‘Kai Guy’ during the COVID-19 pandemic, selling different weekly menus out of their front foyer. As Ash explains, "We just rotated a different menu each week. We had our kids with us. We sold it from our front foyer."
“We now have three children, the youngest was born over here’, said Ash.
Kai Guy developed into a popular food truck business. They sold the business in 2024.
The couple then decided to start a distillery, despite the challenges of being in the remote Pacific. As Mike states, “Navigating the complex licensing process required approval from local village elders and the church.”
They launched into Cook Island Distillery in 2023, but Mike said: “Recipe creation began two years ago, really.”
Handcrafted in the village of Nikao on family land, the distillery operates with a deep respect for its ancestry and environment.
Ash takes care of business, in particular as Director Sales and Marketing, and Mike is the Head Distiller. They have a business partner in local lawyer Sean Smith.
The Steeles credit advice from Ukulele Bar owner Jamie as helpful in developing their signature gin recipe. As Mike recounts, "Jamie said: ‘…don't make it too fruity. Don't make it too funky. Make it sessionable. I want to have five and I don’t want to have just one and then be done!"
The distillery's debut product line, Tavake Spirits, is named after the majestic seabird known for its distinct long red tail. Each spirit in the Tavake range is crafted using local produce such as raparapa (star fruit), vanira (vanilla), pinapi (pineapple) bark, and pure Rarotongan rainwater.
The Tavake Range includes Tavake Gin, Tavake Golden Rum, Tavake White Rum, and Tavake Vodka.
Now, just a few months after their public launch, the Steeleare getting their products into local liquor stores, bars, and restaurants across the Cook Islands.
The couple's goal is to use Cook Island Distillery to showcase the islands to the world. As Mike explains, "We want to take the Cook Islands to the world. Let's take the gin for example. At the moment there isn't another gin, to my knowledge, in the world that's using some of the botanicals that we have access to here ferment. So we have a genuinely unique, globally unique product."
What is making the Cook Islands Distillery a success is the Steelees' entrepreneurial spirit, their deep connection to the Cook Islands, and their determination to build a successful business that celebrates the unique flavors and culture of their island home.
Visitors to Rarotonga can experience the Cook Islands Distillery. For more information on the distillery and its products go to cookislandsdistillery.com
