100Proof

MEET THE THREE FAMILIES

OF AUSTRALIAN LIQUOR WHOLESALING

Drinks World caught up with the Directors of Liquid Mix, Paul Murphy, Paramount Liquor, Mark Rowe and Liquid Specialty Beverages, Darren Terlich and Duncan Baldwin the General Manager of 100Proof. They discussed the business of liquor wholesaling in today’s market and how they are in prime position to support the business of Australia’s on-premise retailer.

With over 90 combined years of liquor wholesale experience these three families came together to form 100Proof in 2016. Launching the 100Proof innovative marketing platform to support their wholesale customers. They are now operating in five states and are growing from strength to strength. They continue to deliver on-premise specific tailored services and solutions.

DW: Tell us about your businesses?

PAUL MURPHY: We are a wide-range beverage wholesaler specialising in the service of small bars, cafes, restaurants, hotels, taverns, liquor stores, sporting clubs and nightclubs.

With the largest range of luxury spirits, craft and international beers, wines and non-alcoholic we are well equipped to provide a unique crosscategory beverage solution for any venue.

We tailor a personalised approach, helping you select the right products for your business and simplify the process for you, in essence your ‘one stop shop’.

It doesn’t stop there. Through our team of specialists and BDM’s we offer our customers category education and training, support with menu development, POS, year-round category promotional programmes and access to trade activation events in each state.

DW: What does it mean for you to be working across Australia with the three family businesses?

PM: We have all experienced the challenging journey of building our businesses from start-up, so there is mutual respect among the families for our resilience and endurance. Despite the ever-changing liquor wholesaling landscape, our businesses have stood the test of time. This demonstrates success in two key areas: relevance and adaptability.

We also have a long history of working together and share similar family values. Our businesses are inter-generational with the second generation playing a formative role in transitioning our structure into its modern context. And we enjoy working with each other.

Australia is viewed as a homogeneous nation. However, along with the distinct regional

100Proof Live event in QLD

differences in climate, factors such as distance, history, culture and ethnicity exert a noticeable impact on beverage as well as food. “Local” has serious market credibility and is growing. Wine, beer and more recently, spirits are regularly sought out for their distinctive local characteristics. Each of our family businesses has strong local roots and has developed strong relationships with our local producers.

DW: How did the three businesses come together and form the marketing arm 100Proof?

DARREN TERLICH: We launched formally in July 2016, and the vision for 100Proof came through the three Families of Australian Liquor Wholesaling coming together wanting to offer enhanced services supporting the already successful wholesale businesses. Linked to prior experience, we developed a model that works on category first and in developing a customer, key supplier partner and wholesaler relationship.

Our mission is simple, to inspire the Australian on-premise to build the world’s best venues.

DW: How important is product range for a wholesaler to stay relevant?

DT: Drinks trends and customer needs continue to change so rapidly so it’s essential that we have the right range and selection available so we can provide our customers solutions to service these ever- changing ways.

Our team of specialists are on hand to help educate and train venues on a wide range of products and how they are relevant.

DW: What is it about servicing the hospitality industry that you love?

MARK ROWE: We are part of a passionate, hardworking and fun on-premise community. We are proud and thoroughly enjoy helping our customers to create memorable experiences in their venues. We’ve hosted four 100Proof LIVE events across the country this year with the Melbourne event happening in February 2020. These events are an excellent opportunity for us to showcase what we do as a business and to meet and talk to hundreds of talented and inspiring people working in these great venues.

DW: If I was opening a new bar or had an existing one that needed assistance, what could 100Proof do for me?

MR: Each of the wholesale business offers a one-stop shop delivering cross-category solutions. Through our sales team and specialists, we can provide a total tap solution across beer, spirits, wine and non- alcoholic, through to category education and training on cocktails and wine lists. Time is of the essence in the on-premise, and we believe we offer the complete, impartial solution for any bar, restaurant, club and hotel, all under one roof.

DW: How do you keep abreast of trends in the continually evolving on-premise channel?

DUNCAN BALDWIN: There are a series of ways we monitor trends, but for us, insight is the key to any businesses health, and we fundamentally believe you can never have enough.

Firstly, our team’s experience is vital in gaining insight. They are at every touch-point. Their relationships and knowledge are second to none and are heavily involved in the category decision-making process, ensuring relevance. We listen to our customer’s needs.

We work closely with our suppliers who gain valuable insights from their brands, and we study world trends such as in the UK and the USA. All this is linked back into our data, which is on-premise specific, enabling us to build a forward-thinking platform.

DW: You partnered with T25 2019, a `strategic decision to support the on-premise trade. Explain how this alliance is beneficial for 100Proof.

DB: We are dedicated to the on-premise and T25 offers a great opportunity to extend our reach and build links with our Live events. As an example, we provided T25 sessions at several of our events, showcasing the budding talent that exists in each state. In return, we presented participants with a free hype-reel showcasing them. Hopefully, these people will be voted into T25 next year and go on to great success!

DW: What do you think will happen in the on-premise in the next 5 years?

DB: As the market continues to change, innovation will be the key to success. The consumer has higher expectations of range, execution and service and it’s our role, in conjunction with our supplier partners to help, support and deliver tailored solutions across every category.

Many of our supplier partners see the onpremise as a channel for experiential activation, and I think this will continue. Without doubt brand trials target consumers and deliver memorable experiences in venue. As service providers we have to remain nimble, on-trend and above all relevant to our customers. I still believe the industry is about people. We will continue to support in education, choice, the complete service and category solutions.