AUSTRALIA’S LEADING LIQUOR INDUSTRY MAGAZINE
vol. 39 no. 3 - April 2020
Connecting Brands With Retailers
Stay safe and let’s keep talking
launches new Digital Marketplace e in t h l l st a ce ur tpla o e k y r ma al
dig it
Bo
ok
Connects brands with tens of thousands of customers nationally
THE SHOUT WEBSITE
0s of reta i l er by 100
a rk et pl a c e ita l M
ited
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YOUR COMPANY
How it works!
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ta Re p ur yo
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As sales teams reduce the frequency of visiting liquor retailers and venues, TheShout will step up and help complete the sales cycle TheShout Digital Marketplace • Reach 60,000+ customers nationally • Weekly Digital Marketplace eDM sent to 18,000+ trade nationally • Your ‘brand stall’ hosted on the website • Very low cost • Practice social distancing • Complete the sales cycle
For more details on the Digital Marketplace please contact Shane T Williams e: stwilliams@intermedia.com.au m: 0431857765
‘For 36 years National Liquor News has been the leading trade publication communicating news, trends and in depth features to educate and inform liquor retailers nationally.’
One Stop Trade Marketing Shop Planning a brand launch? Want to communicate to more than 40,000 + readers in the off-premise? Then book your trade campaign now and speak to the nation’s liquor retailers.
Contact Shane T Williams on 0431 857 765 or 02 8586 6205 or stwilliams@intermedia.com.au
Editor’s note
WE ENCOURAGE RESPONSIBLE DRINKING
Editor’s note
Get the facts DrinkWise.org.au
It’s been a challenging start to 2020, to say the
Liquor News print edition, but to stay abreast of any
very least. But as the world battles to overcome
updates regarding COVID-19 I would encourage
the COVID-19 pandemic, the food and beverage
you to sign up to National Liquor News online
industry is playing an essential role in these
(https://www.theshout.com.au/national-liquor-
unprecedented times of uncertainty and insecurity.
news/), which will be updated in real time with
The responsible consumption of alcohol is
any new developments.
a part of the Australian culture and with pubs,
We will also continue to bring you all of the latest
bars and restaurants across the country having
news around trends, new releases, and industry
closed their doors to help slow the spread of the
insights to help keep your businesses operating
Coronavirus; bottle shops are playing an essential
strongly. In this issue we take a look at the ready
role in maintaining some level of normalcy in the
to drink category, organic and natural wines, and
lives of Australians.
independent and mainstream craft.
As I write this editor’s note and prepare to send the April edition of National Liquor News to print,
Tough times don’t last, but tough people do.
bottle shops have been deemed as an essential
We are all in this together.
service by the Australian Government and have
Stay strong. Deborah Jackson, Editor
In these uncertain times, we will endeavor to bring you the most up-to-date news in the National
02 8586 6206 djackson@intermedia.com.au
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39 Ready to innovate
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6 | National Liquor News
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Disclaimer
24 How to build resilience – both personally and in your business
As part of our company policy
Editor: Deborah Jackson djackson@intermedia.com.au
Average Total Distribution: 10,119 AMAA/CAB Yearly Audit Period ending September 2019.
13 How this independent retailer is making its customers feel safe through COVID-19
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Contents April 2020
Regulars 14 All the latest releases to hit
25 How does COVID-19
retailers’ shelves 26
A message from DrinkWise
affect your lease? 28 LSA WA’s message to
27 Not this label: A push to
small business: “You are
change the pregnancy
our focus”
warning label 30 The changing face of liquor shoppers 50
Creating positive disruption
Retail Focussed 10
Wine 29 Wine Australia: Rediscover Australian wine in a different format 36
Organic and Natural Wine
Are you set up for online?
11 P&V Wine + Liquor does its part to help displaced hospitality workers 13
Retailing through COVID-19
18
Preparing for Mother’s Day
Beer 32 Independent and Mainstream Craft 46
Beer Tasting Review
22 St Kilda’s Prince Hotel has a new retail offering 24 Retail Drinks Australia: How to build resilience – both
Spirits 12 Spirits & Cocktails Australia: Planning for a
personally and in your business
8 | National Liquor News
strong future 39
RTD: Ready to Innovate
E-commerce
Is your business set up for online and delivery? In light of the challenges presented by COVID-19 it is more important that ever for liquor retailers to make sure they are set up with an online presence and delivery options. Unquestionably, the Australian economic
with double-digit growth forecast over each
now offering a You Deliver model as part its
landscape looks significantly different
of the next five years. With a substantial
platform. They are providing retailers with
to what it did just over a month ago. The
number of consumers currently either in
an online sales platform, insights, delivery
challenges presented by COVID-19 are
self-quarantine or isolation, the demand for
advice and support to assist businesses in
impacting all sectors of the Australian
home delivery services of goods, including
navigating online alcohol delivery.”
economy with the retail liquor industry
alcohol, is only going to increase further.
Tipple has been inundated with requests
being no exception. The current uncertainty
“Retail Drinks has recognised the
from independent retailers looking to deliver
brought about by COVID-19 and other
growing demand amongst consumers for
online and is prioritising businesses that are
recent events highlights the importance
online alcohol delivery options and has
willing to do their own deliveries.
of business-owners remaining agile and
created the first ever, industry-wide Code
“In light of the current uncertainty, it
responsive to sudden and unexpected
of Conduct (http://www.code.retaildrinks.
is highly advisable for retailers to be on
changes in the retail landscape.
org.au/) to enable retailers to participate in
the front foot in exploring their options
this space responsibly.
should their ability to open as customer-
Julie Ryan, the CEO of Retail Drinks Australia, says that for liquor retailers, one
“While liquor retailers themselves are
facing shopfronts be limited. Retail Drinks
of the key ways to address a reduction in in-
obviously in the best position to decide how
is continuing to advocate on behalf of the
store trade is to adopt online delivery options.
best to participate in this growing space,
industry to ensure that liquor retailers will
“Even prior to the emergence of
there are various options at their disposal.
continue to be able to deliver alcohol online
COVID-19, the online alcohol delivery
One avenue for participation is through
regardless of any future shutdown measures
market had been increasing significantly,
online marketplaces such as Tipple which is
announced in response to COVID-19.”
10 | National Liquor News
■
Retailer Spotlight
P&V Wine + Liquor does its part to help displaced hospitality workers The bottle shop has engaged a range of initiatives to support the wider hospitality and beverage community. Through this time of unprecedented uncertainty in the hospitality industry, liquor stores have fortunately been allowed to keep trading. And with so many hospitality workers having found themselves unemployed over the past week, this is how one Sydney retailer has decided to step up and help out. Mike Bennie, the Co-founder of P&V Wine + Liquor in
“For us as a business there has been a huge increase in online and delivery and that’s why we’ve had the ability to roster on these hospitality orphans.” – Mike Bennie
Newtown, says that he feels fortunate that they have been able to continue trading. But after seeing the impact that the closure
With a large proportion of Australians now practicing self-
of pubs and bars was having, he and business partner Lou Dowling
isolation, P&V has seen a huge increase in online orders and
“immediately went into our default of trying to support our
contactless delivery. As such, they’ve needed to employ more
local community”.
delivery drivers, and to do this; they’ve looked to displaced workers L-R Lou Dowling and Mike Bennie
in the hospitality community. “For us as a business there has been a huge increase in online and delivery and that’s why we’ve had the ability to roster on these hospitality orphans,” says Bennie. “It’s spread like wildfire through the hospitality networks hearing that we’re collating a roster of those who are unemployed and interested in some driving work “We’re creating a rotating pool of people who we can draw on to sustain those driving roles and also as we’re increasingly reliant on warehouse and stock holdings, we’re trying to get some other hands in the mix to help out with whatever stock movement requirements we might have.” P&V has also been partnering with bars to help facilitate the sale and delivery of pre-batched cocktails. “You’ll see us co-mingling with PS40, with Mary’s Group and a couple of other small bars who of course are now allowed by legislation to sell and deliver pre-batched cocktails. But their web presence and ability to retail through their web presence isn’t quite at the same reach as us, so we’re collaborating with them to get the message out and help them turn over some stock. “We’re also switching up the flavour of our EDMs and doing featured six-packs with importers and wholesalers, particularly those who deal with wine in an artisan nature because their captive audience of restaurants are all closed. So we’re trying to promote and raise awareness about the importers and wholesalers who are most greatly affected by this downturn. “We’re doing a range of things to keep balls in the air for a variety of people who are affected.”
■
April 2020 | 11
Spirits & Cocktails Australia
Planning for a strong future Now is the time to build bridges that will enable a speedy recovery, says Spirits & Cocktails Australia CEO Greg Holland. In a very short period of time, the COVID-19 crisis has
Spirits & Cocktails Australia supports the
inextricably changed our professional and personal
measures State and Federal Governments have
lives. The health, wellbeing and commercial impacts
announced to stimulate the economy and offer
are being felt throughout the global community.
much needed support to our industry. While more
At home, the effects have been acutely felt by the
can and should be done, it is important we keep
hospitality industry as it continues to respond to a
one eye focused on responding to the day-to-day
series of inconceivable challenges.
impacts of the crisis and the other firmly focused
Amid the chaos and heartbreak of venue closures
on the future and our recovery.
and job losses, we have been buoyed by a new
Now is the time to build bridges that will enable
wave of innovation: distillers around the country
a speedy recovery. We need to keep pace with the
are producing hand sanitiser to meet increasing
ever-changing news and regulatory environment and
demand from the medical community and concerned
ensure communication lines are open to stakeholders
consumers; small bars are selling takeaway and home
seeking industry feedback and collaboration.
delivered cocktails; and advocacy groups are working
We also need to consider how we will respond to
together to ensure bottle shops remain open to the
the social effects of extended isolation and consider
public so our products can continue to be enjoyed
the positive impact our industry can have in
responsibly in the confines of home isolation.
reinvigorating community life. Our hotels, clubs, bars
It is now more important than ever that our
and live music venues are key to social connection
industry stands united in advocating for the moderate
and vibrancy and need to once again be home to our
and responsible consumption of alcohol in the home
celebrations, performances and social gatherings.
environment. The pressures of self-isolation are
While the physical doors to our office may
already being felt by many, so it is incumbent upon
be closed, our virtual office remains open. If you
all of us to use whatever communication channels
would like to collaborate, please don’t hesitate to
and consumer touch points available to promote
connect via LinkedIn or contact the SCA team via
moderation and responsible consumption.
admin@spiritsandcocktailsaustralia.com.au.
12 | National Liquor News
■
“It is important we keep one eye focused on responding to the day-to-day impacts of the crisis and the other firmly focused on the future and our recovery.” Greg Holland CEO Spirits & Cocktails Australia
Retailer Spotlight
How this independent retailer is making its customers feel safe through COVID-19 When the COVID-19 outbreak first began affecting businesses this independent retailer leapt into action. L-R Natalie Dorwood and Blake Martin
When the COVID-19 outbreak first began affecting
level, introducing a ‘no hand wash, no service’ policy.
businesses a few weeks ago, John McCauley’s first
They’ve introduced a hand washing and sanitising
thought was of protecting his staff and his customers.
area near to the counter and have received a great
John McCauley runs two independent bottle shops in the Port Stephens area; McCauley’s Bottle Shop in Salamander Bay and Paul’s Corner Bottle Shop in Salt Ash.
deal of positive feedback from customers. “Most people are coming in and saying, ‘thank you so much for doing this.’” They’ve also decided that COVID-19 is a dirty word
“We’ve shifted the goals in the business,” says
within the store and have implemented code words
McCauley. “Goal number one is that we all stay
amongst staff to remind each other to change the subject
healthy through all of this; and goal number two is
if conversations start to go down a Coronavirus path.
that we come out the other end without anybody
“We decided that we’re not going to talk about
losing any hours of work. If in six months’ time we
COVID-19 in our shops because it is all people are
can say that is how we got through this, then we’re
hearing about at the moment.
going to be really proud.”
“We have a code word, and if anyone hears that
As the situation with COVID-19 began to escalate
we’ve started chatting about the coronavirus too
and more and more cases have been confirmed around
much they’ll say, ‘hey does anybody know what the
Australia, McCauley decided he needed to act quickly
weather is supposed to be like for the rest of the
to protect his staff and to make his stores a “safe haven”
week?’ And it’s our way of stopping the conversation
for customers.
and allowing our customers the chance to get away
“We’ve been trying different ideas in each shop to
from it for a moment.”
see what works best,” he says. “In one of those shops
McCauley has also fast tracked the implementation
we stopped accepting cash very early on. We think we
of a home delivery service, which they’ve called ‘Knock
were one of the first shops, if not the first in the state
and Run’ to make light of social distancing measures.
that stopped accepting cash.
With pubs, clubs and bars all being forced to close
“We knew it was important to take a really
their doors as a part of the Government’s measures to slow
strong stance straight up. And what has been really
the spread of COVID-19, so far bottle shops have been
interesting is that we’re in a strip of shops and while
allowed to continue to trade. And it is hoped that they will
we got a fair bit of negative feedback initially, now one
remain considered an essential service for Australians.
by one all of the shops have followed suit. “Now, in that strip of shops people feel like it’s a safe place to come and do their shopping because the retailers are all taking this situation seriously.” In McCauley’s other store, they have taken the old retailing rule of ‘no shirt, no service’ to a new
“I just want to let people know that we’ll be ok, we’re all going to get through this. As long as we’re doing all of the right things, we’ll be ok.” – John McCauley
As McCauley says: “I think being able to drink responsibly will help a lot of people get through in isolation. It’s part of our lifestyle. “I just want to let people know that we’ll be ok, we’re all going to get through this. As long as we’re doing all of the right things, we’ll be ok.”
■
April 2020 | 13
New
Releases The latest products to hit retailers’ shelves
Orchard Thieves aims to intrigue with two new flavours Since launching with its apple cider in 2017 Orchard Thieves has proved a popular choice for Australia’s cider drinkers, achieving strong
A Blush Rosé arrives from Sweden
and consistent growth within a challenging and declining cider category. Looking to build on its bold reputation with
The latest flavour
Australian consumers Orchard Thieves is hoping to
from Swedish cider
steal some more market share with the launch of,
brand Rekorderlig
what it calls, “two curiously different flavours”.
has hit Australia, as
Consumers can now enjoy Orchard Thieves Red Apple cider and Orchard
Blush Rosé looks to
Thieves Dark Fruits cider, the brand says of the new ciders, “these new recipes
make the most of
combine crisp apple cider with cunningly selected fruits for a mouth-watering
the hugely popular
flavoured cider that delivers a taste that is crisp and outrageously refreshing”.
‘pink drink’ trend. The cider features flavours of red berries
As with the original Orchard Thieves Apple Cider these two new ciders are made from freshly pressed apples and fruits, not from concentrate, this helps to deliver on the “deliciously refreshing taste that is second to none”. The Red Apple Cider with an ABV of 4.5 per cent is made of red apples,
and a dash of
inside and out, giving it pink colour and light body. The Dark Fruits flavour
sweet peach,
is four per cent ABV and made with the best selection of apples and a
while providing
mix of blackcurrants and blackberries delivering a rich purple colour and
a deliciously dry
refreshing flavour.
finish you could expect only of a classic rosé wine
These new ciders are available now in 330ml bottles across national retailers.
and was created with the Australian palate and consumer in mind. believes the brand, with its maverick point of
Sailor Jerry’s first spirit innovation for 20 years
difference, is paving the way in an otherwise
Sailor Jerry has launched its first spirit innovation in almost
traditional category.
20 years with the release of Sailor Jerry Savage Apple.
Rekorderlig Cider’s Brand Manager Elle Lewis
“We’re excited for the launch of Rekorderlig
The new rum is best served chilled and while keeping
Blush Rosé across Australia. It has been developed
the traditional notes of vanilla and cinnamon this also
as an extension of the already hugely popular and
adds “a bold, in-your-face flavour of fresh, lively apple”.
refreshing Rekorderlig cider portfolio,” Lewis said.
Sailor Jerry Brand Ambassador Gravy Thomas said:
“Consumption of rosé drinks is a continuing
“We’re proud to be honouring our founding father Norman
trend amongst both male and female adults and
‘Sailor Jerry’ Collins and his unapologetic, savage attitude
we are confident Blush Rosé will be popular.
with our first spirit innovation in 19-years.
“The inspiration for our Blush Rosé comes from Australia’s love for pale rosé wines; it will give conscious consumers an alternative option
“Savage Apple is high in quality, savage in nature and was certainly worth the wait.” Collins was a navy veteran who set up a legendary tattoo
this summer thanks to its lower sugar, which has
parlour in Honolulu around the time of World War II. He built
been the driving force in our point of difference,
a reputation for being creative with his tattoos and William Grant & Sons, who
containing only 119 calories a bottle.”
owns the brand, said both the liquid and the bottle design “honours Collins
The Rekorderlig Blush Rosé will be available in a 330ml four-pack.
and his creative works” with a tiger flash marking the bottle wrap. Sailor Jerry Savage Apple is available in all good bottle shops from June 2020, with a $52 RRP.
14 | National Liquor News
‘Dark Secret’ relaunch for Opal Nera March saw premium liqueur Opal Nera relaunch in Australia with C
a striking new bottle that has a purple colour which matches the M
liquid inside.
Y
The bottle was created by renowned drink design
CM
specialists, Denomination, who have added a unique code for MY
consumers to crack.
CY
Playing on its mysterious point of difference, a code lies beneath the logo and also sits on the bottle neck, which
CMY
K
consumers can decipher using a sequence of letters and numbers that appear on the rim to reveal the words ‘dark secret’. Nigel Brown, Commercial Director, Gruppo Francoli, said: “This is a beautiful design solution that captures people’s attention. It is still recognisably Opal Nera but has been brought up to date so that it will appeal to the modern consumer. “It’s a sophisticated response that plays to Opal Nera’s distinctive qualities, making it stand out in a sea of conservative brands. We love the way consumers are now drawn in and taken on a journey of discovery, with layered packaging that engages bartenders and drinkers and makes Opal Nera a memorable experience.” Rowena Curlewis CEO, Denomination, added: “We wanted to tell the story in a unique way, and our ‘secret code’ mechanism is distinctive and really engages the consumer.”
Did you know?
Opal Nera’s taste comes from a blend of star anise and green aniseed, orange blossom, coriander, cinnamon, cloves and lemons from Sicily, with elderberries providing its unique purple hue.
April 2020 | 15
New
Releases The latest products to hit retailers’ shelves
James Squire enters a new chapter with lager launch Chuck Hahn, Master Brewer and Founder of James Squire said that the launch of the refreshing Broken Shackles Lager, signals the
Australia’s first vodka-based, sugar-free Hard Seltzer arrives
start of a new chapter for the brand. The new lager has been created to appeal to the increasing number of craft drinkers looking
Good Tides, Australia’s first vodka-based,
for more sessionable options. It’s also a beer for
sugar-free Hard Seltzer is now available
those drinkers who are looking to dip their toes
in two natural flavours – Lemon & Lime
into the world of craft for the first time.
and Raspberry. Each can contains no sugar or artificial sweeteners and just 85 calories, each is also just 1.1 standard drinks. The Hard Seltzer category has surged in popularity in the US, thanks largely to its strong appeal to millennials
“The Lager styles have always been my
Did you know…
Hard Seltzers, which are defined as an alcoholic sparkling water, are predicted to triple in growth in the US by 2023 and currently account for 2.6 per cent of the US beverage market up from 0.85 per cent a year ago.
who tend to be more calorie conscious
favourites. Special hops along with a longer and cooler fermentation deliver that great lager refreshment factor with delicate flavour and a crisp finish, this is a great addition to the James Squire brand. It is no wonder that lagers are our most popular beer style in Australia,” Hahn said. James Squire Head Brewer Haydon Morgan
consumers and also favour the convenience
said he and the team worked together and
offered by ready-to-drink options.
experimented with different recipes to come up
Good Tides is launched by Asahi Premium Beverages and Virginia Woodger, Group Marketing Manager Cider, RTDs, Spirits and Sponsorships, said the new drink has been launched to meet an increasing demand for lower calorie, sugar free alcohol options. “The ready-to-drink category is moving beyond traditional, reduced sugar
with the most refreshing beer they could and one they were happy to put the Squire name to. “This is a craft lager that is using Australian malts and hops, then we are adding some late European hops to give a spicy and herbaceous
options. We hope that by introducing Australia’s first completely sugar-
character to round out a really clean balance.
free, vodka-based Hard Seltzer, we’re able to provide consumers with the
The Squire’s brewers have worked tirelessly
enjoyable, easy drinking option that we know is currently missing from shelves,”
to create a quality beer you can enjoy on all
said Woodger.
occasions,” he said.
“We anticipate that the Hard Seltzer category will skyrocket in popularity
James Squire Broken Shackles Lager is a
in Australia, as it has in the US, and Good Tides will be at the forefront of
permanent release and is available now for
this growth.”
leading retailers around the country. It has an
Good Tides is $22 for a four-pack of 330ml cans. Available at BWS, Dan Murphy’s and independent liquor stores throughout Australia. 16 | National Liquor News
RRP of $23 for 345ml six-pack.
Mother’s Day
! d r o w e h t s ’ m Mu We’ve compiled some great gifting ideas that will be sure to be in high demand this Mother’s Day. Disaronno Manly Spirits Pink Gin & Tonic What’s better than a gin and tonic? A premium, portable, readyto-drink craft gin and tonic made by award-winning gin distillers at Manly Spirits Co. which doesn’t compromise on flavour when you choose convenience. With two flavours to choose from, the Pink ‘Guilt Free G&T’ with no sugar and low calories for the health conscious drinker and the Blue Full Flavoured Australian Dry Gin for those who appreciate the flavours of a real G&T. Distilled with Australian native and marine botanicals and berries, bottled in bespoke glass (fully recyclable) and packaged in a premium carry pack this new offering is sure to be popular with the contemporary drinker. RRP: $28 per four-pack Distributor: Manly Spirits Co. Distillery + The Beverage Company (WA) Manlyspirits.com.au
18 | National Liquor News
Disaronno is the world’s favourite Italian liqueur. Thanks to its smooth taste and unmistakable aroma, Disaronno is seen as an Italian stylish icon in more than 160 countries all over the world. The iconic Disaronno recipe has remained secret and unchanged for more than 500 years, composed of natural almonds, vanilla from Madagascar and pure caramelized sugar. RRP: $50 Distributor: Spirits Platform Disaronno.com/en Facebook.com/DisaronnoAU
DISARONNO FIZZ • 50ml Disaronno • 25ml fresh lemon juice • Top up with soda water • Pour the ingredient into a wine glass, add ice.
Mother’s Day
De Bortoli Rosé Rosé This delicately structured pale dry rosé by De Bortoli has a fragrance of berries, watermelon with a hint of spice. Made predominantly from Sangiovese grapes from the King Valley, Rosé Rosé is everything you want in a dry rosé – dangerously fresh, generously textured and brimming with sophistication. Delicious on its own and a perfect match with food all year round. RRP: $19.99 Distributor: De Bortoli Wines Debortoli.com.au/we-love-wine/ discover-our-wines/de-bortoli-rose-rose/
Twenty Third Street Distillery Signature Gin & Tonic No Sugar Vibrant dimensional and sparkling. A tonic for the more demanding palate. Classic bitterness and a calculated hint of sweetness hum along with the Riverland citrus and aromatics of Twenty Third Street’s Signature Gin. Crafted with consumers in mind, the authentic tasting Signature Gin & Tonic has no sugar and only 87 calories per serve. RRP: $24.99 per four-pack Distributor: VOK Beverages 23rdstreetdistillery.com.au
April 2020 | 19
Mother’s Day
Fiorente Elderflower Liqueur Fiorente was created to make the perfectly balanced elderflower spritz. It has lower sugar content than most other elderflower liqueurs. Fiorente is unique due to the complexity of the formula which includes Italian lemon peel and fresh mint in the infusion, giving a wonderful zesty finish. All the ingredients that go into the making of Fiorente are entirely natural. Made with wild elderflowers grown in the foothills of the Alps, Fiorente is the must-have ingredient for the best Italian Elderflower Spritz. RRP: $55 Distributor: Spirits Platform Facebook.com/FiorenteAU/
Manly Spirits Gin & Tonic Ticking all the boxes, these low calorie, low ABV craft RTD’s, with a focus on natural ingredients, sophisticated flavours and Instagram-friendly design make these drinks not only fit into consumers’ ever more health-focused lifestyles, but a touch aspirational too. RRP: $28 per four-pack Distributor: Manly Spirits Co. Distillery + The Beverage Company (WA) Manlyspirits.com.au
20 | National Liquor News
Mother’s Day
Villa Massa Limoncello Not only is Villa Massa Australia’s number one Limoncello*, it is a unique, zesty and quintessentially Italian Limoncello. Based on an ancient family recipe, it is made exclusively using peels from organically grown Protected Geographical Indication (PGI) oval Sorrento lemons, made from 100 per cent all-natural, high quality ingredients. Villa Massa Limoncello contains no artificial preservatives, additives or colourings and is gluten free. *Source: AZTEC NAT MKT READ (WTD) MAT & QTR To 16/02/2020; 8.4L equivalent, Limoncello category rank. RRP: $45 Distributor: Spirits Platform Spiritsplatform.com.au
Riunite Prosecco Present mum with the perfect Italian this Mother’s Day – Riunite Prosecco. Created with that renowned Italian passion for perfection, Riunite is light, fresh and clean with flavours of crisp apple and juicy pear. Awarded Prosecco of the year in 2018 and 2019 at The Melbourne International Wine Competition, Riunite is perfect for mums who deserve nothing but the best. RRP: $19.99 Distributor: Kollaras & Co Kollaras.com/our-brands/sparkling/reunite
Rekorderlig Blush Rosé Blush Rosé is the latest fruit infusion from premium Swedish cider brand Rekorderlig to hit the market, offering Australians a lighter refreshing rosé cider. A bespoke blend created by the same iconic Swedish label famous for their flavoured cider range, Rekorderlig Cider’s new Blush Rosé is a fresh new taste that features flavours of red berries and a dash of sweet peach, while providing a deliciously dry finish you could expect only of a classic rosé wine. RRP: $20.99 per four-pack Distributor: Coca-Cola Amatil Rekorderlig.com/gb/
April 2020 | 21
Retailer Profile
Retail royalty
St Kilda’s Prince Hotel has a new retail offering coming soon. The Prince Hotel has recently gone through a royal
aficionado, you’d walk in and be like a kid in a lolly
revival, a remodelling project started in 2016 with
shop, you’d want to buy everything... I’ve been doing
the aim to bring it back to its former glory as a
this for a long time now, so I’ve got access to some
cornerstone of the St Kilda community. But it’s not
pretty amazing stuff.”
quite done yet, with one final gem to place in its crown – Little Prince Wine. The brand new element to the Prince offering is described as a boutique wine bar and store, mixing
One of the benefits offered to the retail side of Little Prince will come from the on-premise side, as Rospars says they will open a few bottles every day for guests to try at the bar.
elements of the off- and on-premise to complement
“We’re going to open bottles that are something
the rest of the hotel. It will be led by former chef
people don’t usually have the chance to look at,
and the Prince’s Group Sommelier Laurent Rospars,
maybe because they are too expensive or too rare,”
whose career in food and wine has taken him all over
Rospars said.
the world.
“I don’t think [many other bottle shops] provide
Although Little Prince’s opening has been put on
the service to be able to have it on the premises
hold because of the current COVID-19 pandemic,
wherever you want – in the pub, in the cafe, in your
Rospars said that when it does open, it will be “a local
hotel room, or take it home.”
bottle shop for the locals”.
Physically, the cosy Little Prince won’t feel like
The takeaway element features an assortment of
most bottle shops, framed with wine cellar walls
high quality local and international wines at a range
instead of shelves. Because of the small size and the
of price points, as well as ‘grab and go’ snacks and
focus, wine will be the main offering; however they
packaged home-style meals.
will also have a small selection of spirits available too.
“The array of the bottle shop component is not
Unfortunately, the current uncertainty of the
that big, but still quite substantial. Some of it is quite
pandemic means there is no definite date for when
quirky and quite rare,” Rospars said.
Little Prince Wine will open, but this is certainly an
“If you were a bit of a wine connoisseur or wine 22 | National Liquor News
interesting space to watch.
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“If you were a bit of a wine connoisseur or wine aficionado, you’d walk in and be like a kid in a lolly shop, you’d want to buy everything... I’ve been doing this for a long time now, so I’ve got access to some pretty amazing stuff.” Laurent Rospars Group Sommelier The Prince Hotel
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Retail Drinks Australia
How to build resilience Julie Ryan, CEO of Retail Drinks Australia, says to deal with the economic consequences of this year retailers must focus on their own and their employees’ mental health and resilience right now. It is hard to dispute the fact that operating a successful
able to handle pressure situations. Logically, building
retail business can be an exceptionally difficult task,
resilience and strong coping mechanisms go hand in
even at the best of times. When operating in periods
hand with better and more sustainable business practices.
of economic downturn, it can become even more
Resilience is also holistic – if you are not building
difficult for retailers to maintain their business’ viability.
resilience in your personal life, then it is unavoidable
Recently published ABS figures showed that the retail
that your business, and by extension your staff members,
sector experienced its worst ever December-January
will also be affected. Those who are most resilient, both in
trade period, with sales decreasing by 0.3 per cent
a personal and professional sense, will be best equipped
against expectations of no decline. At time of writing,
to not only withstand economic adversity but thrive in
many economists are predicting a state of recession
the face of these difficult situations. Agility, flexibility
to take hold in Australia later this year as the general
and adaptability are all key aspects in determining the
economy confronts a number of unprecedented events.
resilience of you and your business.
In light of the uncertain economic conditions
Most importantly, business-owners should never
facing retailers, it is now more important than ever
give into panic and should ensure they instil in their
for store owners to build resilience within their
employees a sense of confidence that we will all get
businesses. While the concept of resilience may seem
through this – because we will. That’s not to say,
like a relatively vague one, retailers can implement
however, that retailers shouldn’t prepare themselves
specific practices in their business to promote
or make strategic decisions for their business which
resilience amongst both their staff and themselves.
take current economic and social trends into account.
Firstly, clear and consistent communication with your
For instance, if large cohorts of consumers are forced
employees is a key proactive step to take in ensuring
to stay home, this will lead to an increased reliance on
that both a mentally healthy and resilient workplace
online delivery for a large variety of goods, including
can prosper. Providing your employees with resources
liquor products. Therefore, it makes sense for retailers
to increase their mental health awareness as well
to consider how best to respond to this growing
as putting in place strategies to help them cope
demand, particularly if it is part of a longer-term or
with stressful situations is integral in maintaining
more permanent trend as the current statistics suggest.
resilience. Encouraging employees to seek help if they
While it is impossible to predict exactly where
are not coping is also a crucial mechanism in ensuring
the Australian economy will be in six months’ time,
positive mental health outcomes in your business.
all retailers can put themselves in the best possible
When thinking about resilience, it is more than
position to deal with the economic consequences
simply being able to bounce back, it also relates to your
of this year by focussing on their own and their
ability to manage stress and conflict, as well as being
employees’ mental health and resilience right now.
24 | National Liquor News
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“Most importantly, business-owners should never give into panic and should ensure they instil in their employees a sense of confidence that we will all get through this – because we will.” Julie Ryan CEO Retail Drinks Australia
Leasing
How does COVID-19 affect your lease? If your business has been affected by COVID-19 then there are options available to you with regards to your lease. Marianna Idas, the Principle at eLease Lawyers has compiled this helpful information for leaseholders. There has been a lot of uncertainty
obtain assistance from their leasing lawyer
frustration has been invoked which brings
surrounding leases due to the impact of
by having them write letters to the landlord
the lease to an end.
COVID-19.
in an attempt to obtain an agreement for
The Prime Minister announced on
either termination or rental relief.
20 March, 2020 that State and Territory
Generally, leases contain clauses where the tenant must comply with the terms of any law affecting the premises and that
Governments would be working on
Rent relief
they must keep the premises open for
model rules designed to support tenants
The tenant may seek the following types of
business at agreed hours unless prohibited
experiencing hardship due to coronavirus.
rental relief:
by law. By the tenant complying with trade
The NSW State Government has just
• Rent free: A rent free period could be
restrictions imposed by the government
passed emergency measures regarding
sought during the mandatory closure of
then the tenant is not able to “peaceably
changes to retail and commercial leases
its business.
possess and enjoy the premises”. Quiet
which is likely to follow in other states. In
• Rent tied to performance: A rent reduction
essence, the new amendments are likely to
could be tied in with turnover or customer
be enacted for approximately six months
numbers as compared with prior numbers.
The supervening events prevent the
and may include:
This may be suitable where there is reliable
tenant from being able to enjoy the premises
• Landlords are unable to make recovery
data. For example, if you have half the
and this serves to frustrate the lease. Thus,
possession of a premises from their tenants
customers/sales as prior to COVID-19 then
the performance of the contract by either
in particular circumstances;
only half the rent is to be paid.
party is “impossible”.
• Landlords are unable to terminate a lease agreement in particular circumstances; • T hey will regulate or prevent the enforcement of landlord rights;
enjoyment of the premises is fundamental to the lease.
• Turnover rent: The tenant may only pay rent based on turnover eg pay 10 per cent
Complexities
of revenue to the landlord.
The above options are only some that can
• Combination of the above: The tenant
be considered and should be discussed with
• Exempting a tenant from the operation
may negotiate that during the closure
of provisions or agreements relating to a
by the government no rent is payable
Arrangements can be complicated, and
premises.
and thereafter until their business is
it is important that they are documented
It is important to note that there is some
successfully operating again then only
correctly by your lawyer to avoid future
uncertainty surrounding the legislative
part rent is paid.
disputes. Clear terms need to be agreed by
change but more certainty should come to light in the upcoming weeks. To avoid this uncertainty, tenants may
your lawyer and the landlord.
the parties and documented in a contract.
Termination of lease The tenant may argue that the doctrine of
Contact your leasing lawyer and find out what options are best for your business.
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April 2020 | 25
DrinkWise
DrinkWise partners with Liquor Accords to promote moderation messaging The DrinkWise Liquor Accords moderation messaging initiative will open up a significant and important communication channel with consumers in and around drinking venues, says CEO Simon Strahan.
DrinkWise is committed to continuing to build
Dwane Goodman, Chair of the Flemington Liquor
and leverage our partnerships across the alcohol
Accord, spoke to the positive impact of the initiative.
industry, to ensure we reach the maximum number of
“Providing a great experience for our patrons
Australians possible with our tangible, on the ground
and our members is paramount, whether that be
education messages.
in licensed venues, at festivals or during major
Our ability to harness innovative channels to deliver
events. We are proud to be the first Liquor Accord to
these messages continues to be recognised by industry
partner with DrinkWise on this important initiative,
“Our pilot activity with
and non-industry stakeholders. With our newly created
promoting the importance of moderation and positive
Liquor Accords moderation messages initiative, which
behaviour. It has had the added benefit of generating
the Flemington Liquor
incorporates moderation messages in both on and off-
additional Flemington Liquor Accord membership
premise environments, DrinkWise will expand our
interest, which we are really pleased about.”
national footprint significantly in a cost-effective manner.
The DrinkWise Liquor Accords moderation
The DrinkWise model is predicated on a ‘whole-
messaging initiative will be expanded to other
of-community’ approach, recognising the importance
Accords across Australia, opening up a significant and
of involving all stakeholders in order to create
important communication channel with consumers
meaningful cultural change. The DrinkWise Liquor
in and around drinking venues.
Accords moderation messages initiative demonstrates
DrinkWise is an independent, not-for-profit
the opportunities that can arise from engaging a
organisation dedicated to changing the Australian
broad spectrum of stakeholders, from local clubs,
drinking culture to one that is safer and healthier.
Accord has established a model which can be scaled across Australia, delivering moderation messages to help promote a great experience for consumers while reinforcing expectations around individual responsibility when
restaurants, venues, retailers, to law enforcement, to
DrinkWise is funded and supported by these
local government and peak industry bodies such as the
market leaders: Accolade Wines, Aldi, Australian
entering Accord
Australian Hotels Association, to promote responsible
Grape & Wine, Australian Hotels Association, Bacardi-
venues.”
consumption and set expectations around moderation.
Martini Australia, Brewers Association of Australia,
Our pilot activity with the Flemington Liquor
Beam Suntory, Brown-Forman Australia, Campari
Accord has established a model which can be scaled
Australia, Carlton & United Breweries, Coca-Cola
across Australia, delivering moderation messages
Amatil, Coles Liquor, Coopers Brewery, Diageo,
to help promote a great experience for consumers
Endeavour Drinks Group, Lion Beer Australia, Pernod
while reinforcing expectations around individual
Ricard Winemakers, Retail Drinks Australia, Spirits
responsibility when entering Accord venues.
& Cocktails Australia and Treasury Wine Estates.
26 | National Liquor News
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Simon Strahan CEO DrinkWise
Alcohol Beverages Australia
Not this label: A push to change the pregnancy warning label Alcohol Beverages Australia CEO Andrew Wilsmore says that we have had enough of natural disasters, we don’t need the disaster of FSANZ’s proposed mandatory pregnancy labels as well.
The last weeks have been unnerving for all of us as
to understand the reality of running a business
we struggle to get to grips with the implications of
in times of economic and social uncertainty. Our
coronavirus on ourselves, our families, our incomes,
sector contributes $6.1 billion in direct alcohol taxes;
our businesses and the industry. Coming hard on the
employs 600,000 people; earns $40 billion as a result
heels of bushfires, drought and flooding, the virus and
of tourism to Australia’s GDP; and $400m in exports
its impacts paint a very grim picture for the producer,
– figures that will be running substantially less if we
retail and hospitality sector.
get no relief from the virus, and the after effects of
In the midst of all this, Food Standards Australia
bushfires, drought and flooding.
and New Zealand (FSANZ) has recommended the
This has been a real team effort and we have been
industry adopt the new pregnancy label which is large,
overwhelmed with the support from all facets of the
has the mandated use of three colours and the wording
industry. Our collective voices have spoken, with more
‘HEALTH WARNING – alcohol can cause lifelong
than 17,000 emails having been sent in support of
harm to your baby’.
our position.
Our industry’s stance is support for a mandated
In addition to this action, ABA, its members and
pregnancy label, but the proposed design from
all associations have been seeking out the relevant
bureaucrats will be costly to implement and damaging
Ministers to talk to, in an effort to help them
to our reputation, making our products look harmful
understand what the impact of this costly change will
and detracting from their world-class status.
be on our industry. We have had enough of natural
Notwithstanding the 100 or so submissions
disasters – we don’t need this one too.
that argued against the introduction of this label,
What the industry needs is pragmatic solutions
we have taken the initiative to ensure all industry
to getting back on our feet with no unnecessary
voices are heard. We created a campaign website
distractions and costs imposed by bureaucrats.
(Notthislabel.com) for individual producers to sign
We remain hopeful, but will know by the time of
up and send emails to Food Forum Ministers, local
publication whether our efforts have been successful
and federal MPs.
in having the proposal sent back to FSANZ for
We are asking Ministers and elected representatives
further review.
“Our industry’s stance is support for a mandated pregnancy label, but the proposed design from bureaucrats will be costly to implement and damaging to our reputation.” Andrew Wilsmore CEO Alcohol Beverages Australia
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April 2020 | 27
Liquor Stores Association WA
A message to small business: “You are our focus” In troubling and uncertain times, it is vital to take care of your mental health and also the wellbeing of your staff. This is an open letter from Peter Peck, the CEO of Liquor Stores Association of Western Australia (LSA WA), letting small business owners know that they are not alone. In my life I have worn many hats. In 2008, I was the
first and hardest step.
Chief of Staff of the first Minister for Mental Health in
Step two: You then ask yourself if you are making
Western Australia. Now, I’m not a doctor or medical
your appraisal of your situation based only on facts
professional of any kind, but in that environment and
or are you looking into the future.
navigating through the GFC you do get to understand
Step three: You identify that you have made your
mental health and the important tools that can be used
conclusion of your situation based on what you think
when dealing with stressful situations.
is going to happen (fortune telling).
There are a few things to understand about panic and stress: Catastrophising is the first step to the downward journey of despair.
When you discount the fortune telling and look at just the facts it will usually pull you back a couple of notches. If you find it hard to do this alone then you can always call people like Lifeline to help you refocus.
Every person thinks they have the magical power
You may not realise, but there are a lot of people in
to see into the future. But as far as I know they don’t
the same boat with you and there are more people like
have that power.
the LSA WA, AHA, MGA, Small Business Council and
What they actually do is look at the environment
others who are pulling out every stop and are pushing
around them in times of stress and do what’s known
as hard as they can to make sure your business does
as negative filtering. Negative filtering is looking at the
not fall apart.
world around you and you filter out any positives and focus on only the negatives. And that’s where the cycle starts and grows. Feeding on itself until it becomes so strong that you can see no way out. So, how can I take back control of my brain? There is a therapy called Cognitive Behaviour Therapy (CBT). What this does is it allows you to break the cycle. A sort of check up from the neck up. Step one: When you are feeling stressed you need to picture a stop sign in your mind. When the only thing in your mind is the stop sign you have taken the 28 | National Liquor News
Your job is to make sure that you stay safe and healthy and continue to trade. The largest employer in Australia is small business. You have not been forgotten. You are our focus. If you do feel things are getting on top of you then please call Lifeline and have a chat. Please understand we will get through this and life will go on. Please stay safe. Support is available for those who may be distressed by phoning Lifeline 13 11 14.
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“The largest employer in Australia is small business. You have not been forgotten. You are our focus.” Peter Peck CEO Liquor Stores Association WA
Wine Australia
Rediscover Australian wine in a different format
Wine Australia is encouraging consumers and international trade to learn more about Australian wine through its Australian Wine Discovered education program, as CEO Andreas Clark discusses.
There is no escaping the state of flux that our community
of Australian wine; giving you the knowledge
is currently experiencing; COVID-19 means that we’re
and tools to advocate for Australian wine in your
all operating in a very dynamic environment.
business.
The detail and depth of knowledge
At Wine Australia, we are above all primarily
showcased in the videos and training modules make
concerned with the health and wellbeing of
it incredibly valuable for sommeliers, restaurant
our employees and people in our grape and
and hotel owners or waitstaff.
wine community; including those in on- or offpremises trading.
Australian Wine Discovered is free and available to anyone who wants to learn about or teach about
Connectivity remains an important part of our
Australian wine. It provides open access to facilitator
lives and one of the steps that we have taken is in
guides, tasting sheets, videos, editable PowerPoint
increasing our digital and social engagement.
presentations and more. It can be tailored to how you
We’re encouraging consumers and international
want to consume or present the information.
trade to learn more about Australian wine through our
Australian Wine Discovered is suitable for
Australian Wine Discovered education program and
beginner to advanced levels, offering an ‘Introduction
through our australianwine.com website, which explores
to wine’ that covers the basics of how wine is made,
the places, the makers and the wines that make Australia
how to taste wine and common questions such
a truly exceptional fine wine producing nation.
as how to identify wine faults, to more specific
Created as a modern take on wine education, the
topics such as ‘Aged Australian wines’ and ‘Australia’s
primary aim of Australian Wine Discovered is to
old vines’. Some modules are also available in
capture the innovation and excitement surrounding
Simplified Chinese.
the Australian wine category and create more ambassadors for Australian wine globally. The education modules allow you to deepen your knowledge about the regions, styles and history
To
explore
and
download
the
free
education modules, tools and resources, visit
“Connectivity remains an important part of our lives and one of the steps that we have taken is in increasing our digital and social engagement.” Andreas Clark CEO Wine Australia
www.australianwinediscovered.com and connect with us on our social media channels.
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April 2020 | 29
Shopper Intelligence
The changing face of liquor shoppers You probably know instinctively that liquor shoppers are changing, but can you pinpoint exactly how and more importantly, do you know what that means for you and your category strategy? David Shukri, Senior Insight Director, Shopper Intelligence, gives us the run down.
David Shukri Senior Insight Director, Shopper Intelligence
With the latest round of Shopper Intelligence
Satisfaction not guaranteed
shoppers over 55 had a particular occasion
research about to land, here’s a quick look
One striking feature of the millennial shopper
in mind when they bought liquor. Nearly
back at what the 2019 program told us was
is that their needs differ markedly from those
half (47 per cent) of this age group buys
happening in the off-premise.
of their older relatives. This forms the basis
liquor as part of a general stock up mission.
of where the industry can focus more of its
Conversely, 80 per cent of younger shoppers
attention in 2020 and beyond.
do have a specific occasion in mind when
The voice of the millennial Perhaps intuitively, the proportion of liquor
Every year we ask shoppers to rate a set
shoppers aged between 18 and 34 has risen
of 16 metrics, from price and availability
significantly since 2014. Back then, the
to enjoyment and authenticity. They tell us
We also know that millennials are
number was around one in six, while last
how important they feel each metric is and
nearly three times as likely to consume
year the number had risen to about one in
how well they think it’s being delivered.
the liquor they buy within a few hours
four. That’s quite interesting, but it doesn’t
Retail fundamentals like price, quality and
of purchase as those over 55 but are less
really tell you much about why that matters.
availability are consistently ranked the most
likely to have one specific brand in mind
For that you must look a little deeper.
important factors by the average liquor
when they buy alcohol.
We know, for example, that millennials
shopper. Since 2016, the measures that have
Together, these insights have huge
buy liquor more often and spend more per
risen in importance the fastest, however, are
implications both pre-store and in-store.
trip than the average liquor shopper. This
differentiators like innovation, delivering
Marketing and communications need to
group is undoubtedly growing in value and
healthy and responsible product options and
be adapted and evolved to better reflect
it is a key one to target over the coming years.
ensuring the shopping experience is enjoyable.
growing need states, while in-store,
We also know where they currently
Looking again at our millennial shopper
there’s scope to further tailor layout and
over and under index by department and
reveals they attach significantly more
ranging to meet the demands younger
category. Some 40 per cent of pre-mix
importance to all these differentiating
shoppers have.
and cider shoppers are under 34 and at a
factors, while at the same time seeing
category level, half of all pre-mix vodka
price as slightly less important than the
What next?
shoppers are in this age group. At the other
average liquor shopper. Category strategy
The battle is on to capture the imagination of
end of the spectrum, only around one in five
and development plans must reflect this
younger liquor shoppers. By enticing them
wine shoppers are millennials. Cask wine
if brands and banners are to deliver the
with relevant messages and executing with
and Sauvignon Blanc sit even lower than this
products and ranges that shoppers want in
excellence, brands can give themselves the
at just 17 per cent.
the future.
best chance of winning their spend. When
Peoples’ tastes and buying habits
they buy, the most common being meals, gifting and socialising.
we release our new research in April,
obviously evolve over the course of their
Target the occasion
expect to see more emphasis on health
lives so the question for all suppliers and
The generational differences in liquor
and occasions from younger shoppers. The
retailers is whether you are laying the
continue when we explore what drives
question is which categories and banners
foundations today to appeal to the needs of
purchases in the channel.
did the best job of delivering against these
tomorrow’s shoppers. 30 | National Liquor News
In 2019 we found just a quarter of
needs in 2019. Time will tell.
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April 2020 | 31
Independent and Mainstream Craft
Craft beer:
Out of the shadows and into the spotlight Over the past 10 years craft has evolved from being a niche segment to now contributing almost one quarter of the beer category’s overall growth in 2019. And from all accounts we can expect that growth to continue into 2020.
Currently craft beer holds 11 per cent share of beer in the Australian market, which pales in comparison to the US, where craft accounts for 24 per cent of the market. Additionally, craft within Australia currently has nine per cent penetration, while craft in the US penetrates between 15 to 19 per cent of households. As such, there’s a huge opportunity in Australia over the next five to 10 years to bring more people into craft, which will benefit the health of the broader beer category. According to Lachlan Cameron, Insights Analyst at IRI, craft contributed nearly a quarter of the beer category’s total growth in 2019. “In the last 10 years craft has evolved from being a niche segment (2.4 per cent share of beer) to a key driver of the beer category (craft share 10.6 per cent),” says Cameron. “The segment clearly punches above its weight, evident in 2019 as while it held 11 per cent share of beer, it contributed nearly a quarter of beer’s total growth.”
Keeping local alive Peter Philip, Chairman of the Independent Brewers Association (IBA), has called on the public to buy independent beer during the coronavirus crisis to stave off brewery closures. At present, liquor retail is the only part of the drinks sector able to continue trading. Pubs, bars, restaurants and breweries have all had to turn to takeaway and online sales only. Following the devastating bushfires of the summer, which saw breweries damaged and their revenues slashed as people stayed away, the industry is struggling. “This situation is likely to be absolutely devastating to our industry,” Philip said. “We’ve got the triple whammy of our taprooms 32 | National Liquor News
Independent and Mainstream Craft
having to shut down – many independent breweries
“If everyone does that then we’ve got a chance of
are very dependent on their taprooms for revenue
keeping more businesses alive. It’s going to need all
and cash flow. Without that and without pub trade,
of us working together.”
the only outlet we have to make money is retail sales. “It’s staggering that these small businesspeople
How important is craft for retail?
have spent the last 10 years building up their brewery
Jaz Wearin, who co-founded Modus Operandi with
businesses and it could be lost in six months.”
Grant Wearin, says that while craft is an essential
The IBA has launched a campaign called Keep
category for liquor retailers to be across, in today’s
Local Alive in partnership with The Crafty Pint,
market more and more consumers are specifically
urging people to support their local breweries and
seeking out independent craft offerings.
venues and keep these businesses afloat in these difficult times.
“I would say that craft is critical as it is the only category in beer achieving sustained growth year
Another message the IBA is trying to give people
in year out,” she says. “Consumers now expect a
is that not all independent beer is ‘crafty’ and that
quality craft beer offering, and in particular a growing
“there’s an independent beer for everyone”.
number of consumers now seek an independent
“Many people who enjoy mainstream beers don’t
offering rather than the prescribed offering.
like an eight per cent DIPA, but there are beautiful
“With the recent bushfires and now the
lagers that are not challenging and are not ‘crafty’. We’ll
coronavirus, we believe the consumer is seeking,
be encouraging people to look at the breweries that
more than ever, an Australian-owned and produced
are around them and support them. If people are self-
product and are becoming more savvy on deciphering
isolating and they’re not sick, then have a beer with
labelling and marketing on where their beers come
your dinner and make it a local beer.
from, who owns them and the like.
“Our consumers are health conscious and are often engaged in outdoor activity. We want to ensure they can take along a pack of O’Brien cans to any occasion and enjoy their beer of choice.” John O’Brien, O’Brien Beer
April 2020 | 33
Independent and Mainstream Craft
“Independence may not be the driving force behind every consumers purchasing decision, but our own data – and data more broadly – tells us that it does rank in their decision across every single consumer.” Nick Boots, Stone & Wood Leader agrees and says that the best way for retailers to truly understand the category – and in turn be a better advocate for it in their stores – is to actually get out to independent breweries and learn from the brewers themselves. “[Retailers should] go and visit their local indie brewer at their brewery, understand what makes them different and why indie beer drinkers are so passionate about their local community brewer,” says Boots. “It’s also worth getting along to beer festivals to discover what’s new and what the drinkers are seeking.
Stone & Wood Brisbane Brewery
“Understanding segment and drinker trends is key. For example, the Pacific Ale / Summer Ale segment is the number one growth segment and number two by value, so this is clearly a segment a retailer would want to allocate appropriate shelf space to. “It’s also important to note that in the MAT period Nov ’19, Independent Craft beer was driving 99 per cent of the craft beer category growth in Australia; fill your shelves with great Australian Indie beers Mr/ Mrs retailer!” Chris O’Brien, General Manager, Liquor Barons in Western Australia, told National Liquor News that craft beer has become an increasingly important category for the once wine-focussed banner group. “People have asked us and we have answered by expanding our premium offering, particularly in craft beer. For example, now 27 per cent of our beer sales by value are craft beer. And this is not something that has just happened; it is something that we have pursued,” says O’Brien. “The pointy end of craft beer is the most difficult category to manage and that is because the pointy
What’s hot in craft?
end of craft beer is consistently seeking new and
“Corporate social responsibility is proving important to craft consumers
different. So traditional retail thinking would have
with several successful brands having authentic alignment with
you say, ‘if something sells quickly, I’m going to
sustainability initiatives. Stone & Wood’s Green Feet initiative and 4 Pines’
reorder it. And I’m going to reorder more of it.’ But
Save the Pines commitment are just two examples.
in this difficult to manage category, that is completely the wrong thing to do because that consumer after
“Other brewers have aligned with important social causes such as Yak Ales and Stomping Ground, which have both supported the pride movement.
buying that product once, is already moving onto the
“The health and wellness trend also resonates with the craft consumer
next product. If you are to reorder, that’s a product
and can be observed via the strong growth of the mid-strength portion of
you’re going to get stuck with.
the craft market +25 per cent on YA,” Lachlan Cameron, Insight Analyst, IRI.
“So we find ourselves ignoring years of good retail 34 | National Liquor News
Independent and Mainstream Craft
practice and creating almost rotational slots
around quality and flavour increase. This has
within prime space within our fridges.
created fertile ground for brands such as Furphy,
“Working with these brewers has taken Liquor Barons some time to establish relationships with
“In addition certain styles of craft, such
the small and emerging brewers, and it doesn’t
as a ginger beer, are making beer attractive
come without challenges, because the product is
to non-traditional beer drinkers. As a result
generally unpasteurised so requires cold end to end
of the emergence of such styles we are seeing
logistics. And that means that large wholesalers are
recruitment of typically non-beer drinkers into
excluded from the process, so we need to work in
beer, a huge plus for beer manufacturers as it
the space where we have accounts with numerous
mitigates cannibalisation of the existing portfolio.”
small wholesalers. “What this means is that a liquor store today, there isn’t a one size fits all model. A liquor store
Supply a driver of craft
Frothy and Goat Lager to thrive,” he says.
There has also been a growing trend towards health and wellness, with low carb, low alcohol, and gluten free options growing in popularity.
today doesn’t need to carry all brands. It needs to
O’Brien, Australia’s most awarded gluten
be more bespoke and have the ability to focus on
free beer, has recently launched its popular Pale
its local community and it needs a curated range.
Ale and Premium Lager in new four x 375ml
“I ask the question, does a liquor store really
can packs. The move was driven by increased
“Increased supply has
need 2000 SKUs. I ask the question, can a liquor
trade and consumer demand for the brand to
undoubtedly contributed
store survive on a carefully curated and constantly
be available in a convenience pack.
to craft beer’s rise over
changing 450 SKUs?”
Founder, John O’Brien, says: “Our consumers are health conscious and are often engaged in
the last 10 years. During this time we have seen
Craft’s impact on overall beer
outdoor activity. We want to ensure they can take
the number of craft
IRI’s Cameron, says that with craft’s share of beer
along a pack of O’Brien cans to any occasion and
manufacturer’s balloon
expanding, it’s important to consider its impact
enjoy their beer of choice.”
from 146 back in 2011
on the broader beer market.
So, with consumer trends leaning towards
to upwards of 650 in
“One such impact has been its ability to shift
local, health and wellbeing, and new and emerging
2019. In addition we
consumer flavour expectations of mainstream
styles, it’s clear that we can expect to see continued
have seen increasing
beer. With expanded supply and availability of
growth from the once niche craft beer market. So
investment in craft from
craft and the expansion of mainstream craft,
retailers should pay attention, clear some extra
major manufacturers
we’ve seen many consumers’ expectations
fridge space, and keep rotating that stock.
such as CUB, Lion and
■
Stone & Wood Byron Brewery
Asahi, apparent in a steady stream of major acquisitions over the last 10 years, Little Creatures, Mountain Goat and 4 Pines to name a few. This expansion has been assisted by support from major retailers, with the number of Craft SKUs ranged in such stores up 320 per cent from 10 years ago,” Lachlan Cameron, Insight Analyst, IRI.
April 2020 | 35
Organic Wine
Sustainable style
So many winemaking styles fit under the ‘sustainable’ moniker and as Brydie Allen discovers, they’re popular among trade and consumers.
he only carries biodynamic, organic and
Wine Merchants, said increased products
natural wines.
in the marketplace brings increased stories
Simpson describes how he made the decision, and said: “I lived in France for
behind those products, which help build consumer interest.
eight years and during that time I did an
“I see it as twofold – producers who are
When it comes to sustainability in wine, a
International Masters in Wine which took
completely dedicated to producing organic,
lot of terms get thrown around. Between
me all around the world. I saw every single
biodynamic, vegan friendly or natural wines,
each term are differences in clarity, meaning,
different way of making wine or existing in
and also some of the more established wine
intent and regulation, so it’s easy to feel a
the wine industry, from the very commercial
businesses around Australia, are beginning
bit lost when navigating these wine styles.
to the more handmade artisanal side. It was
to realise that working with such principles
obvious to me from that point which side I
may evolve their business, and also may
wanted to be part of.
better their wines,” Bennie said.
However, what is for certain is that biodynamic, organic, natural, vegan friendly and other minimal intervention
“I found that the more work I did in
The movement is also driven forwards in
wines are increasing in popularity, thanks
vineyards, and especially in organic ones,
some capacity by the continued popularity
to interest from consumers and wine experts
the more it became obvious that good
of ‘drinking less but better’. For David
alike. And with increased demand, comes
vineyards, healthy vineyards and healthy
Messum, Winemaker and Owner of Born
increased supply, with a growing number of
soils, which are taken care of by humans
& Raised Wines, this is especially evident
wines that fit into these categories entering
rather than tractors and chemicals, are just
in younger consumers.
the Australian market.
a much better environment to be in and they
This is part of an international movement,
make, in my opinion, better wines.”
“We’re seeing a broader trend of younger consumers drinking less, in some cases
as the global industry jumps on board to
The embracement of these techniques in
explore the trend. For Charlie Simpson,
wine by all parts of the trade has been key
Founder of French wine importer and
to the categories’ successes. Mike Bennie,
“This is refreshing as it is another area
distributor Virtuous Vine, it was substantial
wine and drinks writer, presenter and Co-
where challenger brands and products
enough to build his whole business on –
director of Sydney-based P&V Liquor +
should do well. We’ve had premiumisation
36 | National Liquor News
substantially so, but at the same time better,” Messum said.
Organic Wine
– it’s now wellness or health consciousness and this broader category is positioned to do well.” Another Australian producer, Tamburlaine Organic Wines, also says this consciousness is extending further, into one that is concerned about preserving the environment for the future. Tamburlaine’s Chief Winemaker and Managing
“It’s true that they can mutually exclusively exist – you can have a wine which is organic and not biodynamic and not natural, and you can have a natural wine that is not any of the others as well,” Simpson explained. “That’s a problem, because some people assume it’s one and the same, but unfortunately there’s blurry lines in all of those things.”
Director, Mark Davidson, said: “Food security generally
With the divide between terms and what actually
is an international issue driving market growth. There
constitutes them, some producers choose not to even
are numerous pesticides, herbicides, fungicides that are
try labelling their wines in this way. That’s why Bennie
commonly found as residues in non-organic wine. More
said at P&V they look further into the techniques used
people now see organic wine as an essential choice in the
by wineries, and their values.
better restaurants and retailers.”
“We look for, first of all, the provenance and farming. And we question winemakers and distributors
What’s in a word?
about the background of the grape growing, to ensure
Talking about ‘sustainable’ wines can muster very
that it is organic or biodynamic, be it certified or to
mixed reactions amongst both the trade and consumer
standard. We’re not too concerned about them being
community. Such varied responses often come from
fully certified,” Bennie said.
disagreement or confusion surrounding labels, what they mean, and when they should be used.
An example of this can be found by looking at the way Messum works at Born & Raised. He said they:
Organic and biodynamic are terms that are officially
“Sustainably farm vineyards that don’t use systemic
Above: Bellview grape tasting at Tamburlaine
regulated, and wineries have to meet certain criteria
sprays, but they are not certified organic at this stage.
Below: Winemaking at Tamburlaine
in order to earn the ability to use this classification.
We do use some biodynamic principles in the winery,
However, this is governed only on a local level, so may
but we couldn’t classify ourselves as biodynamic.”
differ around the world. Like with all of the terms, they don’t come hand in hand.
The philosophy behind Messum’s approach to winemaking stems from his personal beliefs, developed after seeing the impact of larger wineries that use different techniques. Like Simpson, he wanted to do his part to contribute to sustainability in the industry. “I worked a few vintages at huge wineries and saw the other side of mass production wines. Born & Raised was a personal project, and very small so doing everything to my own philosophy made sense,” Messum said. “I made the call that whilst I might not be able to use solely organic certified fruit, I would ensure the winemaking was minimal intervention.” Another word that causes a stir in this topic is ‘natural.’ Some argue that the term is unregulated, vague and therefore too hard to define. Mike Bennie disagrees and told National Liquor News: “A lot of nay saying wine producers try and suggest that natural wine, because it has no definition, is a false prophet inside the wine community. “I can define natural wine very quickly – natural wine is wine produced from vineyards that have seen no chemical farming, that are naturally fermented using minimal intervention in the winery, typically April 2020 | 37
Organic Wine
with neutral vessels and bottled unfined and unfiltered, with no additives and low or no sulfur. That’s a pretty quick way of explaining to people what natural wine is... It doesn’t need to go beyond that.” Simpson agrees it can be a dividing topic, and said that unintentional offence is caused by the term. “People get quite upset about it. Because they look and they say, as a conventional producer, ‘well if yours is natural wine, are you saying mine is unnatural?’ That’s a common argument, which I think is a bit off the track,” Simpson explained. “Natural wine is presented in its natural state, as it happens, without trying to manipulate it. It’s not meant to be an inflammatory word.” categories of winemaking are of a lesser quality to
Common misconceptions As with many niche products that begin to enter the mainstream market, organic, biodynamic, vegan friendly, natural and similarly sustainable wines battle many misconceptions, as people learn what they are and what the terms mean. Tamburlaine’s
Davidson
listed
many
misunderstandings just for organic wine alone, including: “that it won’t age well, it’s more expensive, organic farming is not scientific – all not true. “Organic/biodynamic is very scientific and precise and is facilitating some cutting edge development of effective natural and biological inputs for crops.” Bennie agrees that these misconceptions can cause
“Natural wine is presented in its natural state, as it happens, without trying to manipulate it. It’s not meant to be an inflammatory word.” Charlie Simpson Virtuous Vine
more conventionally made wines. “One of the great misconceptions about natural wine is that the wines are often questionable in terms of quality, and that’s a great misnomer. There are just as many in other spheres of winemaking that are questionable in quality,” Bennie said. “I think consumers are confused about what organic means and often categorise organic with poorer quality made wines – it’s a great mistake that is being made, but it is one that can be remedied very quickly by conversations from the industry to communicate that organic and natural wine has a very high quality bar and that there are exceptional examples in market.” Misunderstanding quality in these wines may be
a lot of problems, especially as they infer that whole
easily done sometimes in the industry too though, as Above pic: Born & Raised Rosé Lumière Below pic: David Messum from Born & Raised
Simpson outlines. “They have more variability, for example, a Shiraz doesn’t always taste as you’d expect it to. I think people who already understand the wine world, when they try a natural wine for the first time they can be a little bit surprised by them, because they don’t behave in exactly the same way, every time,” Simpson said. “I think a lot of the time in the conventional world we start out with a preconception of what good quality should taste like. But that’s according to a particular critic or a particular person’s experience – we’ve been formatted. “If you take that away and you allow someone to make their own judgement on what something tastes like and whether it’s giving them pleasure, then you’re starting to understand the possibilities, and it’s quite exciting.”
38 | National Liquor News
■
RTD FEATURE
Give your customers bar quality at home with the new premium premix from The Kraken Black Spiced Rum
®
RTD The Kraken Black Spiced Rum & Dry
Ready to Innovate Ready to Drink premixes are no stranger to the magic that ‘premiumisation’ has brought to the drinks industry. Both dark and light spirits are cashing in on innovative formulas, flavours and product features to stand out on shelf. But as competing categories creep in on the convenience space, is the RTD category doing enough to stay ahead? Brian Chase Olson investigates.
The Ready to Drink (RTD) category is showing steady signs of positive growth after battling through years of recovery following the major taxation change in 2008. According to the recent IRI Total Liquor Scan (MAT to 05/01/20) the $2.6 billion RTD sector grew just below four per cent in the last two years. Of note, the growth in value at 6.4 per cent – nearly double the rate of growth recorded for total liquor in the same time period – is a testament to the premium innovation suppliers are bringing to the category.
Bringing new light to the dark The greatest share of sales still remains in the dark spirits category, with industry stalwarts like Canadian Club and Captain Morgan holding significant share and sales contribution, but new players are entering the market, serving a premium perspective to premixes.
RTD
“The RTD category, like all drinks categories, has been touched by the premiumisation wand,” Amanda Scarlett, Senior Brand Manager from Proximo Australia said. This February, Proximo released The Kraken Black Spiced Rum in a premix format, choosing Australia as its first launch market globally. “Our Kraken drinkers have been asking for a quality, at-home premixed serve for a while now and The Kraken is perfectly placed to deliver one,” Scarlett said. The Kraken & Cola and The Kraken & Dry have been formulated for Australian palates and allow consumers to enjoy a bar quality serve at home. “We undertook extensive research amongst our target audience to make sure we got the flavour profiles and the proposition just right. It was vital the premix stayed true to the brand and matched in character and appeal,” Scarlett said. The “bar quality” offering is an important factor in the wave of new products entering the dark-spirit RTD category. Late last year, another rum brand also entered the category, bringing its signature flavour in a convenient RTD format. “We brought Sailor Jerry (Caribbean Rum) into the market in September last year as a new disruptive premium dark spirit RTD,” said William Grant & Sons Brand Manager Sailor Jerry, Hannah Ellerkamp. “With our bold and smooth premium rum, higher ABV (six per cent) and disruptive packaging, we are offering a refreshing drink that is ready to go straight from the can and stands out on shelf. “Our RTD offering plays perfectly into the moderation and convenience trend and is a great tool to recruit a new generation of drinkers,” Ellerkamp said. Moderation plays a strong consumer motivator for dark spirit RTDs, agrees Scarlett. “Consumers are demanding higher quality, better for you, more refreshing options, and they are willing to pay a premium to get what they want,” Scarlett said.
Southern Comfort partnered with Volleys Shoes for its latest promotion
New wave and premium RTDs to look out for: The Kraken & Dry: Brings a refreshing, premium premix to a classic dark-spirit RTD formula. Twenty Third Street Distillery Gin & Tonic: No sugar, 87 calories per serve, gluten free and vegan friendly – what’s not to love? Culcha Kombucha: The rise of low alcohol and low sugar beverages is no more apparent than the rise of alcoholic kombucha making waves in the market.
Twenty Third St Distillery Gin & Tonic
RTD
“For a dark spirit like Kraken, premiumisation is more of an influence with the dark spirit drinker than health and wellbeing, and that means our drinker is happy to spend more on a quality, premium experience that offers a full flavour.”
Light overtakes the dark While growth in dark spirit RTDs remains positive, it’s shadowed by the overwhelming growth of light spirit RTDs according to recent sales data. IRI MAT figures report light spirit RTDs are up 13.3 per cent YOY versus 3.8 per cent the year prior. Of those, Asahi’s Vodka Cruiser is one of three brands adding greater than $10 million in sales growth. “Cruiser is a 20-year-old brand, and we believe our success comes from the fact that we have maintained a consistent and authentic brand proposition,” Asahi Premium Beverages’ Group Marketing Manager Virginia Woodger said. Cruiser has focused on driving relevance with its target audience by harnessing fun, flavour and colour across its campaigns, brand activations in-store, and product innovation. Recent figures direct from Asahi show Vodka Cruiser went from a MAT of 7.2 per cent value growth in August 2019 to 25.6 per cent value growth in February 2020. “There is a solid level of trust amongst consumers for the Cruiser brand as it plays a big part in their lives when they enter the world of alcohol,” Woodger said. The brand says there is strong appeal from new drinkers as well as older drinkers who relish the nostalgia attached to the Cruiser brand. The brand has particularly leveraged this in online and social media channels. During the summer holidays, TV presenter Grant Denyer shared an image of himself enjoying a Lush Guava Vodka Cruiser on Instagram. In the caption he wrote “I’m a guava guy, so what. Call me girly and I’ll scratch your eyes out…” The post was shared across news publications like Pedestrian.TV, Daily Mail and 2DayFM. “The strength of consumer sentiment for the Cruiser brand is incredible. A lot of the comments (on Grant Denyer’s post) are from guys getting on board and embracing the brand and what it stands for. They are not afraid of what people may think. We’ve seen a shift in that respect,” Woodger said. 42 | National Liquor News
The newly released Sailor Jerry Savage Apple
Culcha Alcoholic Kombucha
“We know that a lot of young adults like the thought of gin, but the offers out there are just too scary or polarising. So, the question is: Can Cruiser be the solution for an entry-level gin?” Virginia Woodger Asahi Premium Beverages
RTD
Moving forward with the brand, the
Vodka Cruiser’s new raspberry flavoured
Asahi team will extend its newly launched
gin is in the same 275ml four-pack format
“Stay Colourful” campaign, as well as
as the signature Cruiser range and launched
limited-edition flavours.
in March.
“There were eight different flavours that
Also capitalising on the growth of gin
came in and out of the market throughout
based RTDs is South Australia’s Twenty
2019 and early-2020 and that’s something
Third Street Distillery. In February, the
we will continue to build for consumers and
distillery introduced its award-winning
retailers in the future,” Woodger said.
Signature Gin in a convenient RTD format
Of the new flavours, Asahi notes its
with an innovative twist. The Signature
popular “Originals” campaign landing
Gin & Tonic with No Sugar is only 87
across the LMG banner coming in May. The
calories per serve along with being gluten
flavours for this campaign include Blueberry
free, vegan friendly and no artificial
and Pom Pom.
flavours or colours.
Other areas of innovation the brand is
“The innovation is one of the first in the
exploring are new spirits, namely the ever-
category for Australian Distilleries and has
growing gin category.
been crafted towards the more conscious
“We know that a lot of young adults
consumer, looking for an authentic tasting
like the thought of gin, but the offers out
RTD,” VOK Assistant Brand Manager
there are just too scary or polarising. So, the
Gabrielle Millane said.
question is: Can Cruiser be the solution for an entry-level gin?” Woodger said.
44 | National Liquor News
“(The Signature Gin & Tonic cans) are perfect for drinkers who don’t want to
“Our Kraken drinkers have been asking for a quality, athome premixed serve for a while now and The Kraken is perfectly placed to deliver one.” Amanda Scarlett Proximo Australia
RTD
The Curatif range of ready-to-serve cocktails in cans
The beacons of RTD: Vodka Cruiser: Limited
compromise for convenience and enjoy the
dominated by cola mixers but there’s a new
premium quality of Twenty Third Street
wave of adventurous drinkers exploring
Signature Gin.
white spirits, innovative blends and more
“There has been a clear demand for
curated cocktails,” the new Managing
flavours are bringing
premium, health conscious expressions in
Director of Swift + Moore Beverages
new interest and
the category. We’ve noted that perceptions
Cameron Crowley said.
awareness to the classic
in the RTD space have changed from
Swift + Moore Beverages is no stranger
RTD brand.
previously being known as a cheap, sugar-
to innovative drinks, distributing brands
filled category.
like Lyre’s Non-Alcoholic Range, Onyx
edition brands and
Canadian Club: The RTD brand targeting beer drinkers remains the biggest contributing dark spirit RTD in the category.
“Consumers are wanting convenience but not at the price of health. That’s where
Coffee Spirits and the Culcha Alcoholic Kombucha RTD.
innovation has played a key role with many
Culcha Alcoholic Kombucha offers
brands actively releasing No Sugar, No
four varietals (Apple and Elderflower,
Carb, Low-Alcohol options,” Millane said.
Lime and Coconut, Wildberry Cola, and Ginger Beer) in convenient 330ml bottles
Gordon’s: Gin is taking
The new wave
at three per cent ABV. Culcha’s label claims
over the liquor retail
While classic premixes continue to reign
to be free from preservatives, gluten free,
supreme in the RTD category, there is a
next to zero sugar per serve, and about 50
new wave of cocktail ready concoctions
per cent less calories than a standard beer,
making their way into retailers across
cider, wine and other RTDs.
sector and especially in RTD. Gordon’s has produced classic and innovative products to excite and delight the gin industry.
Australia. While drinks like canned
Another batch of curated, ready to
wine and seltzer, both outside of RTD
serve cocktails comes from the aptly
classification, aim to steal share in the
named Curatif. Curatif is an Australian
convenience space, a grassroots movement
cocktail innovation launched in July last
of curated drinks are carving a ‘ready to
year, introducing the nation’s “first ultra-
serve’ space in the RTD category.
premium ready-to-serve cocktails in a can,”
“The category has for years been
Co-Founder Matt Sanger said. April 2020 | 45
RTD
“It is really important for retailers to drive a consistent path to purchase throughout their stores. This can be achieved through a cohesive in-store strategy that interrupts the shopper’s journey and gives reminders at strategic points.” Amanda Scarlett Proximo Australia The Four Pillars Negroni
“They are ready to serve as they are premium cocktails, not mixed drinks. Curatif has perfected the flavours, textures and drink experience consumers have previously only found at a bar and transformed them into the convenience of a can, as a first for Australia.” The Curatif range includes four-pack formats of Four Pillars Negroni and an Archie Rose Espresso Martini. The brand intends to launch a Tequila Tromba Tommy’s Margarita, a Never Never Distilling Co. Negroni, a Plantation Pineapple Rum Daiquiri and a Bloody Mary. “Drink less, drink better – that is the trend that has been on foot for a number of years now globally,” Sanger said. “The recent advent of the RTS (Ready to Serve) category and the rise of super premium RTS cocktail products like Curatif have demonstrated
Shoes for an exclusive on-pack redemption offer on
that consumers are prepared to spend more per
our RTD 10-packs,” said SouthTrade International’s
transaction to acquire higher quality drinks.”
National Training Manager Geraint David. “(The promotion) has been designed to drive
Ready to retail
consumers into independent retailers to purchase
Thirsty Camel, whose bottle shops traditionally over-
and redeem their offer (online). The benefit of this
index in RTDs, has experienced strong results in
type of online redemption is that, as a brand, we can
the category.
offer higher value items with more interesting displays,
“The last 12 months have been no exception, with strong results across multiple segments driven
while we produce less clutter for the retailer to contend with in their stores.”
by NPD, pricing and pack formats,” said National
Beyond promotions, RTDs provide a fantastic
General Manager, Liquor Alliance, Thirsty Camel
opportunity for drinkers to discover their new
Michael Ismailoglu.
favourite spirit, potentially inspiring them to increase
Ismailoglu notes that Thirsty Camel’s on-the-go,
their basket or trade up to a premium purchase.
drive through format has seen high demand for
“It is really important for retailers to drive a
convenience pack sizes like 10-packs across both
consistent path to purchase throughout their stores.
dark and light spirits.
This can be achieved through a cohesive in-store
With 10-pack proving popular, the team at SouthTrade International are bringing new
strategy that interrupts the shopper’s journey and gives reminders at strategic points,” Scarlett said.
promotions for Southern Comfort to excite
“It can be as simple as placing a single premix
customers and give retailers a premium offering
bottle glorifier on the counter, or neck-tagging the
to work with.
parent spirit bottle to educate consumers who may
“We are collaborating with our mates at Volleys 46 | National Liquor News
not have visited the RTD fridge in a while.”
■
Liquor news straight to your inbox For the latest liquor retail news, subscribe to the National Liquor News e-newsletter
www.theshout.com.au/ national-liquor-news
The Brew Review With autumn in full swing, our tasting panel sat down to try some amazing beers and ciders
The Panel Josh Quantrill
Andrew Robson
NSW Sales Manager, Capital Brewing Co.
Head Brewer, Lord Nelson Brewing
Rosemary Lilburne-Fini
Matt Shiner
Craft Beer & Cider Specialist, Camperdown Cellars
Manager, Red Bottle Alexandria
Craig Hawtin Butcher
Gus Mills
Marketing Manager, Intermedia
Account Manager, Willie the Boatman
Jamie Webb-Smith
Mitch Wirth
Brewer, Yulli’s Brews
Brewer, Sauce Brewing
Jill Kneipp
Andrew Meli
Beverage Operations Manager, The Oxford Tavern, Petersham
Head Brewer, Batch Brewing
Tom Davies
O AS N
A L
SE
Head Brewer, Yulli’s Brews
Liam Pereira Venue and Events Manager, Batch Brewing
48 | National Liquor News
FO
CUS
What’s our Seasonal Focus? As it’s autumn and the harvest’s in, we’re focusing on ciders and perries
O AS N
L
FO
A
SE
Beer Tasting
CUS
Red Hill Christmas Ale
Small Acres Sparkling Perry
Nomad Budgy Smuggler
Quiet Deeds Fiscal Damage
Fixation Obsession Session IPA
ABV: 8.3% Style: Belgian abbey ale
ABV: 7.5% Style: Perry
ABV: 5% Style: Pale ale
ABV: 9.5% Style: Hazy IPA
ABV: 4.6%
This perry is also made using the Méthode Champenoise, and its appearance is certainly Champagne-esque. The alcohol is well-hidden in this light, delightfully effervescent perry, which features lots of tart flavours and boisterous, longlingering pear. There is a considerable sweetness to this perry that starts on the perfumed nose and continues throughout. Look out for berry notes on the nose as well.
A big, super hazy IPA in almost every sense. Straw in colour with a lot of haze, the beer has all sorts of fruity notes on the nose. There’s melon and grapefruit, along with some sweet pineapple. Those juicy notes are present on the palate in a big way, with pineapple and apricots to the fore. It’s well balanced, if hop-forward, with a solid mouthfeel, but there is perhaps more bitterness and alcohol heat than might be expected.
smooth bitterness.
A classic pale ale that definitely encourages the opening of a second can. Its bright and golden colour is enhanced by a very slight haze. Light dank hop notes start on the nose with some spice before opening up to reveal gooseberry aromas. A light, chalky malt backbone lifts and is well balanced by a good hop presence. This has all the hallmarks of an approachable pale ale, but a few complex additions lifted it still further in our panel’s eyes.
Redhillbrewery.com.au
Nomadbrewingco.com.au
ABV: 6.5% Style: IPA
Yummy! This is a big old beer. Dark copper colours with a slight haze brings forth a big citrus nose – almost eucalyptus-like – along with pineapple skins, passionfruit and lemon sherbet. The palate is likewise big and bold, almost overwhelmingly so, but through some herbal notes and sweet malt it finds the ultimate balance to just keep what is a tropical fruit bomb in check. There’s good carbonation here balancing a nice syrupy mouthfeel. A humdinger, but perhaps beware a second!
One of the latest limited releases from Pikes’ home in Clare Valley, this ticks plenty of IPA boxes. A beer with colours of gold and bright amber, this IPA has a sweet nose that brings big citrus and grassy aromas, with pine notes coming through as well. The palate also features big hop character, citrus and pine, a rich full body, and a light malt backbone. The mouthfeel is delightful, featuring some welcome dryness. Pikesbeercompany. com.au
Hope Brewery FKA Festival Passionfruit Cider ABV: 5% Style: Cider An effervescent cider with a faint yellow colour, this cider brings great vitality on the nose, with bold passionfruit notes leaping from the glass. The flavours on the tongue are also bringing plenty of sweetness to the table, with just the slightest hint of wildness coming into the mix and a pleasant crisp zip in there as well. The body is simple, bright and zippy, while the finish is nice and lingering. Hopetaphouse.com.au
Fixationbrewing.com.au
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ABV: 7.8% Style: Double Double IPA
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Even at a manageable 4.6%, this session IPA does not lack for flavour. There is good bitterness and strong citrus and grassy notes on the nose and palate, as well as a chunk of grapefruit too. This has good, hefty carbonation and is a beer that enjoys full flavour, great hop character, great balance and great drinkability, all without the hefty alcohol toll. It’s very clear in appearance as well, a great representation of the style.
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Pikes Limited Release IPA
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Nomad Supersonic Yuzu
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Deedsbrewing.com.au
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Smallacrescyder.com.au
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A fantastic example of an abbey ale. There’s lovely alcohol warmth and splendid spice profiles here. The colour is right on – beautiful, light toffee with a clean, white head. There are nice spicy aromas on the nose, accompanied by subtle yeast flavours. That spice continues through into the mouth, with cloves to the fore. The palate is textured, with a lovely alcohol warmth and a balance of malt and
Style: Session IPA
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Dollar Bill Vintage 2020
Exit Saison ABV: 6.2% Style: Saison
ABV: 8% Style: Cider This is not your standard cider, there’s all sorts going on here. The appearance is cloudy and the nose is very complex, with salty aromas mingling with funky brett and lactose notes. A mediumbodied cider, this vintage brings nice sour cherry notes, along with apple and barnyard funk to the palate. With hints of Chardonnay there as well, this is a very interesting and enjoyable take on the natural cider style. Dollarbill.com.au
This is a good, traditional and well-made example of the saison style. Paler than expected with a very slight haze, it brings a nice ester profile to the nose, accompanied by orange, clove and ripe banana – all boxes ticked here. The palate is delicate and very traditional. There is great yeast profile, a touch of sweetness mid-body and a nice finishing bitterness. There isn’t too much carbonation, but this is nevertheless a fine and bright beer. Exitbrewing.com
Nomadbrewingco.com.au As published in Beer and Brewer Autumn 2020
April 2020 | 49
Shopper Insights
Creating positive disruption Stephen Wilson, Category and Insights Manager at Strike Force, discusses targeted brand activity will lead to positive disruption on the shopper journey, increasing basket size and spend and keeping customers interested and engaged.
Disrupting the in-store shopper journey and exposing targeted brand activity in a highly visible area on the shop floor can significantly increase the likelihood of generating an incremental sale. Shoppers are creatures of habit, subconsciously
information or brand displays. This area is easy to identify – clear of clutter and just a few metres after the shopper enters the store. Understanding how a store layout is shopped means maximising the impact of an incremental display.
beginning the shopping mission entering the same
Answering a few simple questions will help deliver
store through the same door and following the same
positive results:
flow around the store before reaching the checkout,
• Where is the home location of the category?
paying for their purchase and exiting the store without
• What category/brand should be featured?
giving any thought as to why.
• Is there an opportunity to gain an incremental
This provides a rich environment to disrupt
display adjacent to complementary category/brands?
the shoppers’ behaviour by utilising an area for
• Is this opportunity prior to or after the brand’s home
incremental display.
category location?
The location of the incremental display is critical
• B ased on my in-store observations does the
and needs to be in a highly visible area of the store
majority of shopper flow appear to be clockwise or
before shoppers reach the home location or aisle
counter-clockwise?
where they usually shop the category. This is not only beneficial for the retailer but
• How do I best maximise disruption depending on my store layout?
delivers on convenience for shoppers who are undecided on their shopper mission and would
Conclusion
benefit from saving even a minute or two during the
Understanding where to place incremental displays
often mundane task of shopping.
to disrupt the sub-conscious shopper journey will contribute to an uplift in sales.
The transition zone
By enticing a shopper to make a purchase decision
The transition zone refers to the space just beyond the
before they reach the store fixture where the category
entrance to a retail store.
resides will increase sales velocity and attract trial.
Shoppers need to familiarise themselves with their
The ability of a well-presented product display
surroundings immediately upon entering the store
along the shopper journey to sway a shopper’s
to recalibrate their senses before commencing the
purchase decision should not be underestimated.
shopping mission. Shoppers need time to adjust to the
A little bit of thought and planning will provide
lighting, smells, music and visual stimulation in-store.
positive disruption on the shopper journey, increasing
It is recommended that this area remains clear
basket size and spend and keeping customers
of prominent signage, high margin items, brand 50 | National Liquor News
interested and engaged.
■
“The ability of a well-presented product display along the shopper journey to sway a shopper’s purchase decision should not be underestimated.” Stephen Wilson Category and Insights Manager Strike Force
TheShout averaged
60,497
*
unique users every month in 2019.
Do you have an upcoming launch, NPD, line extension or promotion? Then drive brand awareness. Support your sales team. Book a campaign.
Contact Shane T Williams to book now!
on 02 8586 6205 or email stwilliams@intermedia.com.au
* Google Analytics 2019, TheShout averaged 60,497 unique users per month.
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