National Liquor News February 2022 by The Intermedia Group

AUSTRALIA’S LEADING LIQUOR INDUSTRY MAGAZINE

Vol. 41 No. 1 - February 2022

The 2022 Annual Industry Leaders Forum

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SOCIETY 2030: SPIRIT OF PROGRESS SUPPLIER

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WE BELIEVE THE MOST INCLUSIVE & DIVERSE CULTURE...

We celebrate moderation and continue to address alcohol-related harm through DRINKiQ, and by expanding our programmes that tackle underage drinking such as SMASHED.

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WE WANT TO CHANGE THE WAY THE WORLD DRINKS FOR THE BETTER

benefits everyone so we’ll champion inclusion and celebrate diversity through representation targets, inclusive leadership capabilities, and progressive marketing and advertising.

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WE BELIEVE DOING BUSINESS THE RIGHT WAY CONTRIBUTES TO A FAIR AND JUST SOCIETY

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FOR MORE INFORMATION VISIT

wDIAGEO.COM ww.diageo.com

to create a sustainable low-carbon future, so we commit to decarbonising our own operations to net zero emissions, and to partner with our suppliers to halve the carbon in our supply chain.

WE ALL HAVE A RESPONSIBILITY TO RESTORE THE NATURAL WORLD ON WHICH LIFE DEPENDS We’ll do our bit by eliminating waste from our value chain, achieving 40% recycled content in our plastics, and making 100% of our packaging either recyclable, reusable or compostable by 2025.

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THE PLANET NEEDS SIGNIFICANT SCIENCE BASED ACTION...

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By 2030, every drink we make will use 20% less water than today and every year we’ll conduct a water stressed risk assessment across all of our sites.

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WATER IS THE BASIS OF LIFE AND OUR MOST PRECIOUS RESOURCE

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Building on the legacy of our founders to create a positive impact in our company, with our communities and for society. It is how we will continue to celebrate life, every day, everywhere.

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Editor’s note

WE ENCOURAGE RESPONSIBLE DRINKING

Editor’s note

Get the facts DrinkWise.org.au

Reflecting on another pandemic-impacted year in

capitalising on your strengths. Presented alongside

the liquor industry has been tough. There have been

expert knowledge, analysis and predictions from

highs and there have been lows, as restrictions and

research organisations and thought leaders, it’s an

lockdowns forced us all into another unpredictable

essential tool to help your business evolve in the

12 months.

best way this year.

As usual, I find the leaders featured in this

At 156 pages, this is one of the biggest issues in

issue, our 2022 Annual Industry Leaders Forum,

National Liquor News history. It’s a feat that simply

have echoed my own thoughts in describing 2021

wouldn’t be possible without the support of this

- a mixed bag, a rollercoaster, a bit chaotic, or as

vibrant industry, so thank you to all the companies

Kathleen Davies of Nip Of Courage so aptly said:

that have been part of this 2022 edition, and an

“like driving with the handbrake on.”

extended thanks to you, our readers.

Within these pages you’ll find stories from leaders

Our Leaders Forum also wouldn’t be possible

across the industry, describing how they balanced

without the incredible hard work of the team

the highs and lows of the stop-start year behind

around me at Intermedia. A billion thanks go to

us. It’s inspiring to hear how so many businesses

Kea Thorburn, Seamus May, Shane T Williams,

have seen adversity as opportunity and have

Deb Jackson and Natasha Jara, who have all been

expanded and transformed to be well positioned

integral to the creation of this issue.

for the greatest success in the year ahead. For me,

All the best for a prosperous 2022!

this shows that in the liquor industry, there’s a well known saying that is ringing true - when the going

Cheers,

gets tough, the tough get going.

Brydie Brydie Allen, Editor

wholesalers, suppliers and associations, this issue

02 8586 6156

presents a well rounded lesson in finding and

ballen@intermedia.com.au

Top Newsletter reads ➤

C oles and Endeavour Group on liquor supply chain

➤

P enfolds to release second rare wine NFT

➤

O rrsum Spirits partners with TipJar

➤

W A expands proof of vaccination policy

February 2022 | 25

Events

The latest liquor industry

Events

Dante Knows and Bianca Beers. Image credit: Chloe Hill

Malt Shovel brewers with Chuck Hahn

Industry gathers to celebrate Chuck Hahn’s 50 years of brewing After two previous attempts were COVID-cancelled, personnel from across Australia’s brewing industry and beyond were finally able to gather in December to celebrate Chuck Hahn’s 50 years in brewing. The event took place at Squires Landing in Sydney, with many of those Chuck has mentored throughout his career joining the celebrations – everyone there was fortunate to have encountered Chuck’s enthusiasm in some way over the past five decades. Many international and interstate guests who couldn’t make it also left video messages of support.

Liquor Industry Trade Lunch raises record funds The amazing fundraising event that is the annual Liquor Industry Trade lunch, hosted by the Bayfield Family, has once again shown the generosity of this industry, raising over $345,000. After the 21st annual event, a total of $3.5m has been raised by the event over the years to help the Children’s Cancer Institute. Liquor industry leaders and heavyweights gathered for the lunch, which was back in person at the Belrose Hotel after having to go virtual in 2020. It featured a live and silent auction plus a raffle, supported by many companies across the industry.

Chivas Regal and Balmain celebrate collaboration Guests recently celebrated the coming together of two legendary houses for the launch of Chivas Regal x Balmain at the Marble Bar inside The Hilton Sydney, with a range of Chivas cocktails on the menu. Attended by a range of creatives and musicians, the event featured special live performances from BLESSED, KENFO, Jade Le Flay and Jazmine Nikitta.

26 | National Liquor News

Stir Creativity heroed by Bombay Sapphire at art show The Cutaway, Barangaroo, recently played host to one of Sydney’s largest arts events since the end of 2021’s winter lockdown. Bombay Sapphire operated a ‘Stir Creativity’ pop-up cocktail bar at the event, inviting drinkers to take a short digital cocktail quiz to be paired with the perfect drink. Each cocktail was designed to highlight a different botanical aspect of Bombay Sapphire, with spice, berry, floral and citrus the four flavor profiles represented. The bespoke cocktails were created by four leading Sydney bars: Apollonia, Hotel Palisade, Barangaroo House and Cash Only Diner.

Julian Train, Tim Stones and Mikey Enright

Hickson House celebrates its opening One of Sydney’s newest distilleries, Hickson House, has launched by throwing open its doors in the heart of the Rocks. The location, which is part of the Barrelhouse Group, features the distillery’s stills and barrels viewable from a spacious bar area that has a strong focus on Australian spirits, including the distillery’s own, Hickson Rd. Gin. The launch event featured a range of cocktails on the menu that showcased what the distillery and its bar can offer, and included a welcoming speech by the NSW 24 Hour Economy Commissioner, Michael Rodrigues. Taylor Steele and Dan MacPherson

Nikka Whisky launches new expressions with Melbourne event Titans of Japanese distilling, Nikka, launched two new whiskies at Melbourne sushi fine-dining restaurant, Minamishima. The Limited Edition Discovery Series features two new bottlings of single malt: an unpeated Yoichi, and a peated Miyagiko. This is an intriguing reversal of the two distilleries’ traditional styles, with Yoichi usually peated, and the Miyagiko usually not. The whiskies were presented in series of highballs, before being paired with specially created dishes. The Yoichi was served neat, alongside dry-aged duck, whilst the Miyagiko was paired with Wagyu striploin.

Solento Tequila celebrates Australian launch Solento Tequila, available as both a Blanco and a Reposado, was recently launched by Founder Taylor Steele and special guest Dan Macpherson at Three Blue Ducks Rosebery. At the launch, the tequila was paired with canapés from the Three Blue Ducks kitchen, and showcased in both spicy and traditional margaritas. During Solento’s introduction, Dan Macpherson revealed some of the investors already on-board: championship surfboarder Kelly Slater, world-famous skateboarder Tony Hawk, and Steele’s fellow filmmaker, Spike Jonze.

February 2022 | 27

News

Brick Lane completes major expansion project National Liquor News recently toured the expanded Brick Lane Brewing Community site in Dandenong to get a detailed look into the massive operation. Victoria’s Brick Lane Brewing Community

into the international brewery network to

technologies in yeast propagation,

has just completed a major expansion that

continue their growth and long-term future.

fermentation management, automated

sees it become the country’s second largest

“For some, this is a great option. For us,

liquids handling, centrifugation, high-

independent brewery by capacity.

we want to have the flexibility to determine

gravity brewing, thermal storage/energy

The expansion solidifies Brick Lane’s

the path of our long-term future and with

recovery and key packaging. This ensures

status as one of the fastest growing

the significant support and investment

Brick Lane maintains world class quality,

independent brewers in Australia, with

of our shareholder group, as well as our

consistency, efficiency and flexibility for the

capacity to increase to around 20 million

success since launch, we have underwritten

production of all types of beer, cider, seltzers

litres annually. The expanded site includes

this strategy.”

and other drinks.

facilities for both small and large batch

National Liquor News recently had the

The technological and engineering

production for Brick Lane’s own beers as

pleasure of touring Brick Lane’s Dandenong

advancements also focus on sustainability,

well as the contract brewing side of the

brewery during the third and final phase

reducing energy and water usage

business. So far the development of the

of the expansion. Led by Bowker and Jon

requirements, improving beer quality and

brewery has seen investment of $50 million,

Seltin, Brick Lane’s Head Brewer, it was

eliminating the need to use non-renewable

with more planned.

easy to see just how much work has gone

filtration aids. Currently in the process of

into the site and the importance of each

applying for B-Corp certification, Brick

change in the expansion.

Lane is also practicing closed loop recycling,

Founder, Paul Bowker, said: “When we launched Brick Lane, we had a clear strategy of ensuring that the business

Some of the final changes that were

sending spent grain to farmers to feed cattle.

would be sustainable for the long term. This

being completed at the time include the

Bowker said: “Brick Lane will continue

necessitated the design and construction

installation of a third fermentation cellar,

to invest in capacity and capabilities to not

of a brewery that incorporated globally

comprising of ten 40,000 litre conical tanks;

only build a long-term sustainable brewing

leading technology, efficiency, flexibility

and a new 100 hectolitre brewhouse to sit

business, but also support the growth of

and also scalability.

alongside the existing brewhouse. It was

independent and craft beer in Australia. We

“The consolidation of independent

such a big operation that at one stage, part

look at Brick Lane as the home of brewing

breweries has largely been necessitated by

of the brewery’s roof had to be removed so

in Australia where everyone is welcome.”

successful breweries reaching a limit in

equipment could be carried in overhead

terms of production capacity, with the next

via crane.

step requiring significant additional capital

As part of the investment program

investment and a change to the business

surrounding the expansion, Brick Lane

model. These breweries are then often folded

will continue to adopt world-leading

28 | National Liquor News

Find out more about Brick Lane’s recent accomplishments on page 56.

■

L I K E B o o k a N i l e F R O M M t L aw l e y

News

James Brindley farewells Lion James Brindley has thanked the industry for the wonderful friendships he has forged during his 27 years at Lion.

Following 27 years at Lion, with 12 of those serving

“It has been fantastic to finish 2021 on a high, with

as Managing Director, James Brindley has officially

Stone & Wood and the fantastic family of Fermentum

left the business and David Smith has stepped into

brands officially joining Lion to be a force for good in

the top job.

the Australian drinks industry.

Brindley shared some departing words with

“I am a strong believer in the value of true

National Liquor News and says that the true highlight

partnership, and this is something that is at the very

of his time with Lion has been all of the friendships

heart of our industry. Through the most challenging

he has been able to forge.

period our industry has seen, we have worked

“As we close the door on two years of unfathomable

together at every stage to support one another, with

challenges, it is more important than ever that we look

an unwavering commitment to lessening the load for

forward to 2022 with optimism and excitement about

those in our industry hit the hardest.

what the future holds for our great industry,” he said.

“It is the people that make this industry great.

“Despite the adversity we have faced collectively

From the publicans and hoteliers to the bar staff and

over the last two years, fellow suppliers and Lion

chefs, and the sales executives on the road, we work

have continued to put our customers at the heart of

in partnership, and we thrive on mutual trust and

everything we do. Pubs, hotels, clubs, and bars are

respect, with a shared love for hospitality and bringing

the beating hearts of our communities, and it is such

people together.

a joy to watch them filled with people reconnecting again after so long.”

“Thank you to everyone right across the industry for your friendship.”

Brindley said that he is extremely grateful to the

Incoming Managing Director, Smith, had some

incredible people he has had the privilege to work

kind words to share about “legend” Brindley as he

with over the years, particularly Lion’s customers and

steps into the role that Brindley has held for 12 years.

community partners.

“From the start of my time as Diageo Australia &

“The people and the relationships I have been

New Zealand Managing Director in 2015, James was

fortunate enough to be a part of are the true highlight

incredibly supportive and a huge positive force in the

of my time at Lion. And of course, I have been lucky

many industry groups and initiatives I worked with

enough to lead the acquisitions of some incredible

him on,” Smith said.

breweries and brands, including James Boag’s, Little

“He is a legend of the industry in Australia, loved

Creatures, Lion’s share in the world’s best gin two

and respected by many, including all of his teams at

years in a row – Four Pillars, and most recently, the

Lion. Like everybody in the business and industry I

Fermentum Group,” he said.

wish him lots of happiness in the future.”

30 | National Liquor News

■

“Thank you to everyone right across the industry for your friendship.” – James Brindley

News

SouthTrade cleans up the beach In late 2021, the company participated in the Corporate Christmas Clean Up, thanks to a partnership that emerged from the launch of new vodka soda RTD, C.A.N.

Last year SouthTrade International created

SouthTrade International walked that

discarded on the beach too; among all

a new commitment to the Australian

walk last year, thanks to a partnership which

the small pieces we found three tyres, a

environment with the launch of C.A.N,

emerged with Conservation Volunteers

withered armchair and many large scraps

a vodka soda RTD with a conscience,

Australia (CVA) from the C.A.N launch.

of rubber and wood. Our team collected

that donates 10 per cent of all profits to

Efforts like CVA’s #SeaToSource project

178kg of rubbish from just a two hour

conservation efforts.

is one example of where C.A.N’s donated

clean up,” the spokesperson said.

As the new brand’s description states:

profits end up, supporting people around

As a whole, the clean up recorded over

“C.A.N stands for Create. Action. Now –

the country to take action on one of the

7000 pieces of rubbish totalling around

because that’s what we do.”

world’s most solvable environmental issues

300kg. Across a number of these events

- ocean litter.

nationwide on the same day, 502kg of litter

Not only does this mantra speak to the sustainability demands of consumers, it

The #SeaToSource project ran a

was collected, to be surveyed by the CSIRO,

also illustrates SouthTrade International’s

Corporate Christmas Clean Up in late

which will use this data to work with the

promise to not just talk about creating

2021, where the SouthTrade International

government on legislation that will reduce

change, but actually go out and do it.

team joined five other corporate teams to

the amount of litter in our waterways.

A spokesperson for the company said: “The Young Bloods Study in 2020

collect litter at Plane Spotting Beach near Sydney Airport.

SouthTrade International said this shows that “small exercises like this can lead to

showed that 90 per cent of young Aussies

“The SouthTrade team were all very

passionately care what a brand stands for

surprised by the amount of litter we

bigger environmental change and cleaner

and 75 per cent of alcohol shoppers would

cleaned up... The team recovered over

Through C.A.N’s current and future

buy a product that gave to charity.

600 plastic wrappers, hundreds of bottle

partnerships, including with organisations

land, ocean and air.”

“It’s becoming more important for

caps, straws, paper cups and more with

like CVA and Wild Ark, SouthTrade

consumers (and trade) for brands to engage

a total of 2,500 pieces of litter collected.

International will be participating in more

in initiatives like this and to walk the walk.”

We were surprised to see very large items

great sustainability events in 2022.

■

February 2022 | 31

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Hard Fizz releases natural caffeine hard seltzer

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Gold Coast brand Hard Fizz has launched what it claims to be the

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the Hard Fizz brand, after recently opening its own brewery venue

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Innocent Bystander releases first natural wine

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Innocent Bystander has introduced its

VeriFone Inc.

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Pinot Grigio from a single vineyard in the King Valley. Heralding a return to the brand’s winemaking roots, this first exploration into the world of natural wines has notes of fresh melon and juicy lemon. The label is also unique for the brand, dsigned by local artist Xana Denruyter who created a visual representation of ‘disco organico’ to echo the values of the wine inside the bottle.

32 | National Liquor News

Marketplace

New Australian vodka enters the market Vanguard Luxury Brands has launched its first Australian vodka with tilde~. The new brand is an innovative and premium raw vodka, crafted over two years by a brewer, distiller and bartender who joined forces to create a completely unique liquid and a true Australian expression of craft vodka. Danny Connolly, General Manager of Vanguard Luxury Brands, said: “Chasing character through subtle flavours and texture, tilde~ offers something different to the Australian market. We set out to do things differently and craft a vodka in a way no one has

Mr Consistent expands into can format

done before. tilde~ is true to its high-quality ingredients and the craftspeople involved in its creation. A vodka that is real and raw.”

Premium cocktail mixer brand Mr Consistent has announced a new spritz range, with the three new flavours the first in the portfolio to be available in cans. The range features Margi Spritz, Mojito and Sangria SKUs. Consumers simply need to add the specified amount and type of alcohol written on the can to create a single standard drink that is fresh and balanced. Alternatively, the range can be enjoyed as mocktails, without the alcohol. Jarrad Ball, Co-founder at Mr Consistent, said the team wanted to create a portable, premium and easy drink, noting that: “Although it was inspired by events, we see it also being an amazing at home or ‘on the go’ product. “We wanted to create something that not only could be enjoyed at festivals but at home also.”

Highland Park releases new permanent whisky Award-winning Scottish distiller, Highland Park, has launched a new permanent whisky into its portfolio. Highland Park 15 Year Old Viking Heart is a single malt Scotch which comes in a heavily embossed ceramic bottle, inspired by the ancient vessels which the whisky would have been stored in centuries ago. The whisky contains a high percentage of first-fill European sherry oak seasoned casks, which Master Whisky Maker, Gordon Motion, said delivers a richness of flavour. “Vanilla and citrus notes lead and combine with the unique fragrant peat and creamy mouthfeel synonymous with Highland Park. The hand selection of quality first-fill and refill casks for Highland Park 15 Year Old delivers a rich colour which is 100 per cent natural,” he added. The complex single malt features rich and spicy notes of crème brulee, heather honey and crumbled cinnamon to start, followed by intensely fruity notes and a hint of fresh baked sponge cake and toasted cinnamon shards. Bottling at 44 per cent ABV delivers a whisky with extra body and enhanced mouthfeel.

February 2022 | 33

Marketplace

Cult USA craft beer Voodoo Ranger launches five per cent Hazy IPA The hottest American craft beer brand and number one IPA*, Voodoo Ranger, has announced the arrival down under of Voodoo Ranger HAZY IPA, a five percent ABV India Pale Ale. Born in the USA and brewed fresh in Australia, Voodoo Ranger HAZY IPA is a supremely drinkable, juicy unfiltered session IPA featuring notes of Passionfruit and citrus from an all-American Hop Lineup. “Voodoo HAZY was a fun challenge because we wanted to get all of the great attributes of a Hazy IPA but deliver it in a more drinkable format,” said Ross Koenigs, Research and Development Brewer at New Belgium. Alex Merry, Brand Manager Australia, added: “Voodoo Ranger is not your regular craft beer… he’s a character, craft beer influencer and self-proclaimed fashion icon. New to Australia, Voodoo Ranger was lucky enough to make it out just in time for Australia’s biggest beer festival GABS 2021 and quickly made friends – with both IPA and (yet to be released) highly sessionable Hazy ranking as

Lyre’s releases three new non-alcoholic spirits The growth of Lyre’s is showing no signs of slowing down, with

top ten sellers at both the Melbourne and Sydney events amongst more than 250 other beers.” The Launch of Voodoo HAZY IPA into Australia follows

the brand rolling out three new SKUs this summer – two non-

the successful launch of 6.8% Voodoo Ranger (West

alcoholic agave spirits and a non-alcoholic Pink London Spirit.

Coast) IPA in March 2021. Voodoo Ranger HAZY IPA Cans

Describing the new pink drinks, Lyre’s said: “Complex yet playful, Lyre’s Pink London Spirit is a non-alcoholic homage to pink gin, with a bouquet redolent of rosehip, raspberries, and

(375mlx4x4) will be available in Coles stores nationally from February and other leading retailers from 14 March. Live Rangerously through @voodoorangerau #liverangerously

red currant. The palate is savoury and seductive, with notes of

*Voodoo Ranger is the #1 IPA brand family in the USA

cherry, rose, and a pleasing juniper gin-like finish.”

Source: Nielsen Total Outlet, EQ & $ volume, L13wks thru

Lyre’s has also partnered with the McGrath Foundation for the release, and will donate 10 per cent of all Australian sales of Pink London Spirit to the foundation. The other new releases, which are Australia’s first nonalcoholic agave spirits, include a Blanco and Reserva SKU, allowing Lyre’s customers to finally replicate the classic Margarita cocktail without the alcohol. “Lyre’s Agave Blanco and Agave Reserva are a meticulously crafted homage to tequila classics with a mélange of flavours, evoking notes of citrus, peppers, pine, spices, and oak,” the brand said. “An essential ingredient to the Margarita, the Lyre’s Agave range contains natural essences, extracts, and distillates that match the aromas, tastes, and textures you find within their alcoholic counterparts.” All three are available now at $44.99 RRP for a 700ml bottle. 34 | National Liquor News

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Marketplace

Truly set to be a game changer in Australian seltzer market

Avallen becomes B Corp certified

One of the hard seltzer category leaders in the US has finally

Small spirits brand Avallen has announced

made its way to Australia, thanks to a partnership between

its latest accomplishment towards its goal

Campari Australia and the Boston Beer Company.

to be the world’s most planet-positive

Truly Hard Seltzer has grown the most out of all seltzer

spirit – becoming B Corp certified.

brands in the US, gaining 3.9 points of share thanks to its

Distributed in Australia by Stuart

strong innovation pipeline and extensive range. In 2021 it

Alexander & Co and launched in 2019

generated more than 50 per cent of all hard seltzer growth in

by Stephanie Jordan and Tim Etherington-

the US, 2.4 times the next highest brand, and outgrowing the

Judge, Avallen has always strived to be as

category for 13 straight months.

sustainable as possible, using nothing but

With hard seltzers now the sixth biggest player in the RTD

apples, water and time in the creation

category locally, Truly is set to explode into Australia after

of the liquid, and choosing eco-friendly

this month’s launch of two refreshing flavours – Lime, and

packaging. This latest certification

Watermelon & Kiwi.

joins other moves from the

Truly will be produced in Australia, replicating the existing tried and tested flavours loved by American consumers. Simon Durrant, Managing Director of Campari Australia and

company to be planet-positive while also striving to save the wild bee population of the

New Zealand, said this will enable the company to “seriously

world. It was already donating

play” in the booming RTD category and deliver on customer

to the Bumblebee Conservation

demand for flavour forward drinking experiences.

Trust via the ‘1% for the Planet’

With just one gram of sugar and 95 calories per serve, Truly

initiative, and has taken part

is a clean and crisp hard seltzer ready to revolutionise the

in a number of other initiatives

game in Australia. It comes in at 4.5 per cent ABV per 330ml

like community gardening

can, with a RRP of $23.99 for a four-pack.

that activate and inspire

Available nationwide from February, the launch will be supported by an above the line digital, social media and trade marketing campaign starting in March. Contact your Campari Australia sales representative for more information.

conservation inside and outside the drinks industry. But the B Corp certification is anything but easy – the rigorous review process thoroughly analyses all aspects of a business, focusing on governance, workers, community, environment and customers. Its one of the most sought after independent certifications in the industry, with only a small number of spirits producers achieving the status. “Since the very first days of Avallen, becoming a B Corp was always part our journey to becoming the world’s most planet positive spirits brand! We could not be prouder to be buzzing into the new year by joining the incredible B Corp community, many of whom have been hugely inspirational to us. B Corps not only imagine a better way of doing business, but are actually showcasing to the world that positive impact and business go hand in hand,” said Etherington-Judge.

36 | National Liquor News

New Sc

a n fo r m o r e

fo r

ma t io n

ma t io n fo r

a n fo r m o r

The Music Drop

Predictions

Industry leaders predict 2022 trends Some of the leaders from this year’s National Liquor News Industry Leaders Forum reveal what trends they will be watching in the year ahead.

WINE

“With 48 per cent of Australian consumers now actively moderating their alcohol intake, the ‘lighter in alcohol’ category will undoubtedly be the trend that continues to grow.” – Peter Neilson, Treasury Premium Brands

“Experiences will be the key to building brand connections with consumers. Trends of lower alcohol, lighter and savoury reds and anything with bubbles will persevere. We predict consumers will continue to drink less but better and demand to know the environmental, social and governance credentials of brands they support.” – Nick Waterman, Yalumba

“Technology plays a big part in creating a connection between wine and consumers. Through technology, wine knowledge is more readily available for consumers, whether that is by an online website or participating in a virtual tasting.” – Darren De Bortoli, De Bortoli

“The growth in alternative varieties will continue, as winemakers gain more access to emerging wine varieties in response to an ever-changing climate.” – Andrew Calabria, Calabria Family Wine Group.

38 | National Liquor News

Predictions

“Rosé, having surged, will level out. It will still grow, but not at the same pace… International rosé will still dominate as consumers seek that international experience that they may not have had recently in their own travels.” – Jason Bowyer, ALDI

“I expect to see greater take up in alternative packaging solutions, with cans, boxes, sachets, and even waterproof paper-based containers becoming more prevalent in mainstream brands.” - Darren Taylor, Wine Depot

“The most obvious trend in the wine industry and in many ways the whole alcoholic beverage industry is the focus on lower/no alcohol and premiumisation.” – Dean Carroll, Brown Family Wine Group

“Two trends we

“I think for the trade it is important

believe will be

to keep an eye on the ‘cider is wine’

significant is the

movement in the UK, there is a lot

continued growth

of interest in craft cider as a lower

in low-calorie options and rosé consumption.” – Bryan Fry, Pernod Ricard Winemakers

alcohol alternative to wine, and people are discovering that craft ciders have character and flavour and a lot to offer.” – Warwick Billings, Cider Australia

February 2022 | 39

BEER

Predictions

“In terms of styles and trends, we think the hazy train will keep on going. We’re seeing strong growth in flavoured beers and we expect this to continue this year. And whilst still relatively small, we expect that sours will continue to grow.” - John Hoedemaker, Good Drinks

“[We predict] more in the

“We’ve seen an explosion in beer styles across Australia. There’s

no and low alcohol space

currently a move towards Australian ales and Coopers used a

as people look to moderate,

blend of Australian exotic hops to provide an Aussie take on

and a further

the traditional IPA which has been a popular limited release.”

resurgence in classics.”

- Cam Pearce, Coopers

– David Smith, Lion

“As consumers look to moderate rather than abstain, the no-low category will continue to be a major, if not the biggest, growth contributor within the beer category. In addition, I do think we’ll continue to see the rise of easier drinking, more refreshing and sessionable styles of beer, and a resurgence of craft lager, driven by more European styles.” - Darren West, Big Drop

“The beer category continues to step out of its traditional space and this will accelerate… A big wave to watch will be moving through insights in other categories outside of drinks, such as with the use of CBD oils and other ingredients.” - Paul Bowker, Brick Lane

“We expect to see continued double digit growth of high quality flavorful craft beer, with young adults and more mature drinkers seeking different types of brew tastes across sours, hazy pales, west coast IPAs, American pale ales, and NEIPAs over the more traditional Australian beer landscape.” - Luke Seager, White Bay

40 | National Liquor News

Predictions

SPIRITS “The shift to more premium products and brands is a trend that’s likely to continue, as consumer engagement in the spirit category has increased.” - Simon Durrant, Campari Australia

“Super premium rum is the next big thing and with our 160 years of rum-making expertise, Bacardi must take the lead in helping our trade partners raise awareness and appreciation of this important new category.” - Simon Owen, Bacardi-Martini Australia

“More and more consumers are discovering gin, so bringing innovation to the emerging gin RTD category will be important. 2022 will also be the year of picnic and outdoor gatherings, so convenience-focused products like RTD innovations will be popular.” – Alex Bottomley, Ampersand Projects

“Due to COVID, we see a rise of products that mimic an on-premise experience in the home as being popular e.g. Batched Premium Cocktails.” – Maurice Melis, Global Endeavours Australia

“We expect to see more innovation in tequila and Australian whisky, and also the early movements of brandy.” - Ewen Pettit, Idle Hour

42 | National Liquor News

Predictions

“Classic [cocktails] seem to be back in a big way, which we’re stoked about, and low and no alcohol will definitely keep developing.” - George Georgiadis, Never Never “The continued premiumisation of categories, the demand for local relevance through promotions and collaborations and the continued rise of e-commerce, in particular gifting, remain on-going trends.” - Colin Rochester, William Grant and Sons

“The home cocktail trend and the way people are creating their own drinks will continue, but we’re also seeing, in venues in particular, people demonstrating the art of the cocktail and taking it to the next level with non-alcoholic flavours.” - Paul Gloster, Lyre’s

“Australian whisky is definitely having a moment and we’ll continue to see it go from strength to strength in 2022. Also look out for a surge of high quality, local Australian rum! Premium premixes will come to the fore.” - Will Edwards, Archie Rose “Australian rum, whisky and gin will be in growth, with a range of quality brands leading the way.” - Kathleen Davies, Nip Of Courage

February 2022 | 43

OTHER

Predictions

“Buying better is number one for us. Customers are rewarding themselves to something better in quality or flavour and enjoying it at home.” - John Carmody, Liquor Legends

“We expect to see more customers want to shop local and purchase products that have a reputable provenance and the trend towards health and wellbeing will certainly continue.” - Josh Towers, Red Bottle “The big trend for me is the amplification of online buying, with more platforms now available and product assortments at your fingertip.” - Simon Elsby, Exceedra

“Lockdown or no lockdown, whether drinking on their couch, at a picnic, or at a venue, Australians are really after quality. They’re not drinking for the sake of it but really want to enjoy authentic flavours.” - Keiron Prenter, MEXINK “We are seeing more RTDs and seltzers, and also more brands built around celebrities and sustainability issues. Homes are translating to destinations for indulgence and unforgettable experiences.” – Paul Esposito, Independent Liquor Group

44 | National Liquor News

95 CALORIES I NATURAL FLAVOURS I 4.5% ALC./VOL.

NEW SELTZER

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FOR MORE INFORMATION, PLEASE CONTACT YOUR LOCAL CAMPARI REPRESENTATIVE.

Suppliers, Retail & Wholesale After two years in a pandemic-fuelled market, we’ve spoken to leaders from across the entire liquor industry about overcoming challenges, cycling growth and staying nimble, to help your business be the best it can be, even in uncertain times.

46 | National Liquor News

ALDI

Quality and value key to ALDI’s liquor retail success With both retail and product accolades, ALDI is staying ahead of the curve to deliver the best for its customers and suppliers.

Jason Bowyer Buying Director for Sparkling Wine and Wine ALDI Australia

In a year like no other for the liquor industry, ALDI of consumers and suppliers. Jason Bowyer, Buying Director for Sparkling Wine and Wine, said this commitment is what has driven success for ALDI, as it continues to focus on delivering the best in all areas. “ALDI has built an immensely strong reputation in the industry for high quality and overall value for money. In 2021, we were voted ‘Best Liquor Retailer’ by Canstar,” Bowyer said. “Our wine and sparkling range continue to

“ALDI has built an immensely strong reputation in the industry for high quality and overall value for money.”

RETAIL

has stayed agile to meet and exceed the expectations

Jason Bowyer Buying Director for Sparkling Wine and Wine ALDI Australia

supporting both with consumers and its supplier partners, particularly in the wine space in which Bowyer leads.

win awards from $5.00 upwards, highlighting our commitment to genuinely deliver fantastic value to

“Consumers have had time to be more reflective on

our customers, at all price points. More than this, it

what is important in their future. Sustainability is far

signifies the very special partnerships we have with

more relevant, so whether personal choices or business

our suppliers whom help make this happen. Treating

related choices we need to push an environment that

suppliers fairly, respectfully and engaging in ‘win-win’

supports progress in this space. Reducing packaging

is one our company’s committed values.”

waste, improving the carbon footprint and engaging

As for the year ahead, ALDI predicts the impacts of

in technology that supports a better environment and

the pandemic will continue to be felt and will influence

reduces future cost is critical,” Bowyer said.

the liquor industry in a number of ways, something

“We are focused on supporting and driving suppliers

Bowyer says the retailer is well prepared for.

who are championing these aspects of their business.

“In the last two to three years, the industry has evolved

Our global knowledge and corporate strategies are

at a faster pace than ever before, so our opportunity

about working with vineyards, wineries and partners

continues to be driving innovation and looking at the

that are embracing more sustainable practices within

trends that lie ahead. Having sound and reasoned

their business approach.”

foresight is required, in a market that is fragmenting faster than ever before in ‘share of throat,” he said.

■

International wine interest grows

“COVID drove sales in the off-trade, as the on-trade

With international borders largely closed for travelers in 2021, Bowyer has

retreated backwards. Spirits and RTDs were the real

seen customers exploring more international wines. ALDI has experienced

winners, and with the category blurring that sits behind

success from this trend before, being early supporters of the Prosecco

seltzers and refreshment, there is more opportunity for wine. For sparkling and wine, the industry must stay relevant providing customers with wines that consumers want to drink. More appeal and relevant refreshment!” Another offshoot of a post-lockdown world is the sustainability trend, which ALDI is also dedicated to

Rosé phenomenon. “We have seen a real continuation to trial new and exciting wines from around the world. Portugal, Spain, France, Italy and the South America’s with varietals such as Verdeca, Vinho Verde and Trincadeira have proven exciting, as have Chilean Carmenere and Argentinian Malbec continue to inspire and delight our customer base,” Bowyer said.

February 2022 | 47

Ampersand Projects

SUPPLIER

Consumer focus key for Ampersand Projects

Independent spirit and RTD brand, Ampersand Projects, has seen incredible rapid growth thanks to it’s consumer-focused and innovation-led approach.

Alex Bottomley Director Ampersand Projects

It’s been a busy few years for Ampersand Projects. Since launching in 2018 with one

A market-leading innovator

product, the brand now has a multi-category portfolio of 17 products, a huge feat for an

From the start, Ampersand Projects has

independent brand operated by just the three

kept innovation at its core in a number

owners for the past two years.

of ways. This includes:

Last year was another exceptional year in this journey of rapid growth

• Vodka Soda & - the original

and innovation at Ampersand Projects,

flagship product that encouraged

according to Director, Alex Bottomley.

consumers to add fresh garnishes

“We would now be one of the largest

• Pink Gin Soda & - the first no-

independently owned players in the

sugar pink gin RTD on the market

Australian spirit/RTD market. All our

• Aluminium bottles – a market-

products have a better for you focus leaning

first format that provided a new

into the wellbeing trends as people’s attitudes

sustainable option for consumers

towards alcohol change,” Bottomley said.

• Sunset Series Cooler Pack – a

One of the biggest drivers for this success comes from a very consumer-

This approach will prevail into 2022 for the

focused attitude and approach. Bottomley

brand as its momentum continues, aiming

said Ampersand Projects keeps the needs

to meet a fourth consecutive year of double

of consumers at the core of all its decisions

digit growth.

and strategies, placing this above all else.

Bottomley believes there will be some

“Building an iconic brand that has resonated

challenges to meet this goal though,

with consumers has been a highlight for us.

predicting an on-shelf fight for space in the

We are always flattered by how passionate and

booming RTD category. The key to tackling

engaged our consumers are. Every weekend

this challenge will be a larger team that will

they are tagging us on social media sharing

work closely with retail partners and help

their experiences. There is an underground

communicate the market-leading benefits

following for all our merchandise, which

of Ampersand Projects.

we always give out for free to all our loyal consumers,” Bottomley said.

“I believe the brands that can deliver the

grab and go pack of exclusive RTD flavours that doubles as a portable esky • 500ml spirit range – a natural extension on the RTD range, it now features vodka, vodka watermelon, gin and pink gin SKUs • Vodka Espresso & Shake – a modern gift pack with everything to make the perfect espresso martini in one box • Ginger Beer & - a recently released low sugar, low calorie ginger beer in

perfect combination of quality products

a tiger-print can

“We attribute our success to sticking closely

(liquid) and brand engagement will have the

The next big move will be to bring

to our consumer-first strategy. This has been

best chance of success,” Bottomley explained.

Vodka Soda Pine Lime, an exclusive

the pillar behind all our strategic decisions

“A challenge for us will be building up a

(ahead of cost). If it makes sense for the

field force team to be able to reach further

market in both cans and the next

consumer and will deliver a clear benefit and

and wider across the country (and overseas)

frontier for Ampersand Projects –

is in line with a trend, then we will invest in

and expand our distribution footprint of

developing a product.”

over 2500+ stores.”

48 | National Liquor News

■

Sunset Series flavour, into the

keg format.

Archie Rose benefits from ‘game changing’ new distillery

Will Edwards Founder Archie Rose Distilling Co

The new Botany-based Archie Rose distillery is allowing the brand to scale and increase production like never before.

Archie Rose Distilling Co had a “strong but demanding” year in 2021, encountering some big challenges alongside exciting positive growth, according to Founder Will Edwards. While the distillery bar was closed and events were put on hold during lockdowns, the full bar team was able to stay on working, temporarily redeployed to pack orders for e-commerce and virtual events, both of which were incredible areas of growth during the year. Another driver of growth has been the new Botany distillery, with the first spirits

of several new Archie Rose products in

“We’ll finally start to see more volume

produced at this site rolling out last year

2021, including a reimagined version of

of our Rye Malt and Single Malt Whisky

after production began in late 2020.

the Signature Dry Gin, as well as the Native

rollout beyond the small batches that

“With a number of custom designed, and

Botanical Vodka, Bone Dry Gin (recently

are currently just selling straight out via

world-first production elements, we are now

named world’s best gin at the World Gin

our own venue and website – bring it on!

undoubtedly producing the very best spirits

Masters), and limited releases like the Sunrise

We’ve also got a pretty intense line

in our seven year history,” Edwards said.

Lime Gin Harvest 2020, Eau De Bee Honey

up of new Trials & Exceptions whiskies

Spirit, and two whiskies from the Trials &

launching from early Februar y,”

Exceptions range.

Edwards said.

“In terms of size and kit, it’s a game changer. Described by our master distiller Dave Withers as being like “twelve craft distilleries in one,”

Other new releases planned include the

the site features a number of custom designed,

The focus for 2022

first version of a “truly Australian white

and world-first production elements, enabling

Looking at the next 12 months, Edwards

rum” (expected in March), followed by

us to transition to ‘cold distilled’ botanicals

said: “Our goal has always been to bring

another SKU for the Harvest Gin range, and

for our gin and vodka ranges, as well as to

the highest quality Australian gins, vodkas,

the brand’s first Harvest Whisky product.

specialty local roasted malts and individually

whiskies, rums and other spirits at scale to

The year will be made more interesting

distilled malt streams for our whiskies.

Australia and the world. Our new Botany

by expansion in another way too –

“The innovation and flexibility we built

Distillery now allows us to make this even

internationally, building on the first export

into the new distillery is, as far as we know,

more of a reality in terms of scale and the

move into New Zealand last year.

unprecedented at this scale, and allows us

expansion of our range in 2022.”

“In 2022 we’ll finally rollout into other

to absolutely commit to techniques and

One area that will be stepping up this year

markets and continue to share the stories of

processes we’ve spent the past six years

will be the Archie Rose whisky portfolio,

Australia’s exceptional raw local and native

delving deep into at our Rosebery distillery.”

fresh off the back of winning a range of

ingredients both overseas and locally,”

awards across Australia.

Edwards said.

The new distillery allowed the launch

■

February 2022 | 49

SUPPLIER

Archie Rose Distilling Co

Bacardi-Martini Australia

SUPPLIER

Bacardi-Martini Australia raises the bar Bacardi-Martini Australia knows the value of doing the right thing for its customers, consumers, and the environment.

Global supply chain challenges, the

Goose Essences delivers perfectly on [the

increasing cost of raw materials, and the

health and wellness] trend and our St-

ongoing COVID-19 pandemic did not stop

Germain elderflower liqueur is an incredible

Bacardi-Martini Australia from delivering

drink. Who can resist the long, refreshing

a flurry of new products into the market

taste of a St-Germain Spritz or for that

throughout 2021. The company was also

matter the Patrón Paloma?

certified as a ‘Great Place to Work’ – an

“Looking ahead, super premium rum is

achievement that its newly appointed

the next big thing and with our 160 years

Managing Director, Simon Owen, is

of rum-making expertise, Bacardi must

particularly proud of.

take the lead in helping our trade partners

“Our culture and spirit are unlike any other company and after a tough year

Simon Owen Managing Director Bacardi-Martini Australia

raise awareness and appreciation of this important new category.”

of lockdowns and remote working, it is particularly rewarding to receive this

Taking the helm

incredible accolade,” he said.

Owen took on the Managing Director role

In February 2022, Bacardi is celebrating

in April, coming from the UK where he had

160 years since its founder, Don Facundo

most recently been Director of Grocery at

Bacardí Massó established the company

Bacardi since 2016. He says being appointed

and revolutionised the world of rum.

as Managing Director of Bacardi-Martini

Now, 160 years on, Owen anticipates

Australia is a “dream job” and he looks

that super premium rum is going to be

forward to bringing his learnings from the

a key trend in the year ahead, along with

UK to this region.

premiumisation, canned cocktails, and health and wellness.

“There are of course many differences between this region and the UK but where

A leader in sustainability Bacardi has a goal of being the world’s most environmentally responsible spirits company and has already reached several milestones, including sustainably sourcing botanicals for Bombay Sapphire gin and grapes for Martini sparkling wines.

“There’s been a significant shift in

there are similarities is in the influence of

consumers choosing quality over quantity

the on-trade and their ability to set trends

important sustainability goals on the

and, as you can imagine, with brands like

and on the importance of the off-trade to

horizon. After cutting the plastic in

Bombay Sapphire, Bacardí, Grey Goose and

the entire industry,” he says.

our gift packs by 50 per cent in 2021,

Patrón in our portfolio, that’s been to our

In the UK, Bacardi pioneered a new way

“Looking ahead we have

we are on track to achieving our

of partnering with London’s influential on-

2023 goal of removing all single-

The premiumisation trend is also

trade. This way of working has influenced

use plastic from our secondary

reflected in the demand for convenient

how Bacardi operates in countries around

ready-to drink cocktails in cans that

the world including Australia.

advantage,” he said.

are made from high quality ingredients,

“In the off-trade, I know how important

which aligns seamlessly with drinks

it is to deliver perfect execution at scale. I

like the Bacardí Mojito and Bombay

want our portfolio of iconic brands to shine

Sapphire G&T.

on every shelf, in every store, in every town

Owen added: “Our newly released Grey 50 | National Liquor News

and city across the region.”

■

packaging and our point-of-sale materials,” Owen said. “We will then continue on this important journey as we set our sights on a number of 2025 targets, we have aligned with the UN’s Sustainable Development Goals.”

JOIN THE CARAVAN LAUNCHED BY A SPONTANEOUS BUNCH OF PUBLICANS NEARLY 15 YEARS AGO, THIRSTY CAMEL HAS BECOME ONE OF AUSTRALIA’S MOST RECOGNISED INDEPENDENT RETAIL BRANDS; WE’RE THE LOVABLE MAVERICK OF THE LIQUOR WORLD, AND PROUD OF IT.

FOOTPRINT

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State specific loyalty programs to drive retention and repeat purchase.

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CORE RANGE

A succinct core range of products allows venues to work with supply partners to accommodate their local needs and customer base, utilising data driven insights and trends our core range covers all categories delivering strong margins and profitability.

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State based opt in programs including a Craft Beer and Premium Spirits program allow flexibility to work with global leading brands and up and coming local products to reflect current trends.

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Brown Family Wine Group

SUPPLIER

Brown Family Wine Group heralds success and progress

Dean Carroll CEO Brown Family Wine Group

In a mixed bag year, BFWG has been recognised for its investment and innovation in Tasmanian Pinot Noir, among other great achievements. Appraising last year, Brown Family Wine Group’s (BFWG) CEO, Dean Carroll, does not mince his words: “It’s fair to say we have experienced a mixed year in 2021.” Last year also brought success and progress for BFWG, most notably with the company’s recognition as Pinot Noir Producer of the Year at the Tasmanian Wine Show. “Since acquiring vineyards in Tasmania some 10 years ago, we have been obsessed with the great source Tasmania is for Pinot Noir,” says Carroll. “To be recognised as Tasmanian Pinot Noir Producer of the Year was a great acknowledgement of the investment, innovation and work that has gone into the Tamar Ridge and Devil’s Corner labels. “In December 2021, we completed the redevelopment of our Devil’s Corner cellar door on the east coast of Tasmania, and there is little doubting this is one of the great wine sites of Australia, if not the world.” Looking ahead to 2022, Carroll believes that an immediate challenge will be meeting staffing requirements for the grape harvest, and the company’s cellar doors, with movement restrictions, a loss of overseas labour and vaccine mandates taking effect. And when asked what BFWG’s immediate focuses were for 2022, top of the list was employee welfare. Regarding the export market, Carroll has a positive outlook, despite ongoing issues with the Chinese market. “We have some terrific export opportunities emerging. With China’s change in direction, our emphasis has expanded to other key Asian markets, as well as the USA. We are reconsidering our prospects in the UK, which will be helped significantly by the recent Free Trade Agreement,” he said. Carroll saves the last word for the team at BFWG, and said: “Our people are key at Brown Family Wine Group and I have total admiration for the resilience, work ethic and camaraderie they’ve shown through the last 12 months.” “We are very proud of our Great Place to Work accreditation reflecting the values and culture we strive for at the company.” 52 | National Liquor News

■

Wine on the cusp of transition Carroll believes that the coming years will see major changes to the world of wine, as the industry evolves to meet new challenges of the environment and changing customer tastes. Premiumisation and the growth of the no and low alcohol category are two trends Carroll has tipped to continue. “That great challenge is also the source of our greatest opportunity, as if we are able to forecast accurately the translation of behaviour we really can benefit as we’ve previously shown with wines like Prosecco, Moscato and Cienna,” he said. “Locally, as a category leader, we are excited to develop and rejuvenate some wine categories that we think meet a more promiscuous beverage consumer.”

Big Drop Brewing

SUPPLIER

Big Drop makes big moves in Australia

Darren West

Non-alcoholic beer brand, Big Drop Brewing, has built a strong foundation for its Australian future after an incredibly successful 2021.

Country Director (Australia & New Zealand) Big Drop Brewing

The last two years have been quite a journey for Big Drop Brewing, after first arriving in Australia from its UK home in 2020. And in 2021, the non-alcoholic beer brand has absolutely reinforced its position as a strong contender in Australia’s no and low alcohol market, celebrating a number of successes throughout the year. Darren West, Country Manager for Australia and New Zealand, described 2021 as “a significant year,” with new distributor partners in WA and Tasmania, the recruitment of two Business Development Executives in Sydney and Melbourne, and an expanding local portfolio of awardwinning SKUs. Trial and awareness for these products was driven at some of the

West said: “We’re fielding constant

supply of our core range, but we have the

beer world’s biggest events, such as GABS

questions around whether this could

capacity to bring more innovation to the

and Beer Fest, where consumers and

become an ongoing line, which

category. This is something consumers are

industry partners could be introduced to

demonstrates how much our consumers

looking for and, through brewing different

the potential of Big Drop.

and trade are enjoying this one and

seasonal releases and collaborations we

“The introduction of Paradiso IPA and

bodes well for future limited releases and

will meet their needs and drive category

Galactic Milk Stout, to our existing range,

collaborations we may look to introduce.”

growth,” West said.

of dedicated no-alc beers here in Australia.

Exciting plans for the year ahead

continuing to build our structure, growing

This meant we continued to build a wider

A challenge that Big Drop faced last year

our capabilities and resources to help better

array of beer styles to give consumers more

was out of stock issues, due to a change

support our trade partners, driving more

choice,” West said.

resulted in a more comprehensive portfolio

“Secondly, we want to ensure that we’re

of contract brewing partner. West said

growth for them along with that of the wider

“The fact that Paradiso IPA took out

there were corners the brand could

no-alc category.”

World’s Best Style Winner and Galactic Milk

have cut to get stock sooner, but refused

To do this, two more additions will

Stout was awarded World’s Best no-alc Beer

to compromise the quality of the final

join the team in early 2022 – a Business

at the 2021 World Beer Awards, helped to

product by boiling off alcohol or diluting.

Development Executive in Brisbane and

reinforce the quality of Big Drop.”

This means that now, going into 2022, the

a National Business Manager focused on

The final new Big Drop beer of 2021 was

beers are better than ever and Big Drop has

Independents.

the brand’s first limited seasonal release in

a solid production strategy to build on in

Australia. Poolside, a double dry hopped

the year ahead.

IPA, has seen an incredibly positive response so far. 54 | National Liquor News

“The first thing we want to do is to ensure that we not only have an ongoing

Finally, consumers can expect to enjoy another seasonal limited release for winter after the success of Poolside, with the next few months vital to this beer’s creation.

■

Beer Cartel

Acceleration ahead for Beer Cartel

Richard Kelsey

After a successful crowdfunding round and great online growth, Beer Cartel is set to build on the successes of a great year.

Co-founder and Director Beer Cartel

When looking back on the past 12 months, Richard Kelsey, Co-founder and Director of Beer Cartel, said it’s been a great year for the

RETAIL

evolution of the business. Although Beer Cartel operates one store in Sydney, it’s most known for being a local leader in the online craft beer market for many years, which is one area this evolution has applied to. “The main highlight [for 2021] was our equity crowdfunding round where we raised just under $1.5 million from over 1,000 new shareholders,” Kelsey said. “The raise puts Beer Cartel in a great position to accelerate a range of initiatives

Building on bright spots

seen how easy and convenient it can be. We

designed to strengthen our position within

After the mixed bag year behind us, Kelsey

think supporting consumers to continue

the market, and take further advantage of

said: “2022 is all about building upon

this pattern and finding ways to increase

the consumer shift to buying alcohol online.

the success of 2021 and improving our

their overall frequency of buying online (as

fundamentals to drive long term success.

opposed to buying in-store), will really assist

“From a sales perspective we continued to see strong online growth and were able

“We have a number of projects we are

to create a range of products that resonated

working on to improve our ability to attract

with consumers throughout lockdown, in

and convert customers online.”

in growing the business,” Kelsey said. Beer Cartel predicts that certain beer trends will also influence consumer

particular our various lockdown/quarantine

While the online retail sector has been

behaviour in the year ahead. In particular,

packs which sold out extremely fast each

booming during the pandemic, Kelsey said Beer

Kelsey noted the alcohol-free category will

time they were available.”

Cartel knows it’s important to not rest on its

grow strongly in 2022, as brewers expand

To mitigate the impacts to the online

laurels, and focus on how to make the business

and innovate to grow the sales share of non-

business during the challenging COVID-19

thrive in a ‘new normal.’ With so much of the

alcoholic beer.

and lockdown situation, and also to protect

2021 agenda focused on the crowdfunding, he

Understanding just how consumers have

staff, Beer Cartel closed its bricks and mortar

is looking forward to bringing this new future-

been influenced by the recent COVID situation

store for several months.

focus into the company.

will be further driven by the return of Beer

As Kelsey said, this was one of the biggest

This is where Beer Cartel sees the

challenges that defined 2021, noting that:

biggest opportunities for 2022 as well, as it

“Constantly thinking about how to best

continues to support widespread shifts in

protect staff, manage staff shortages and

shopper behaviour.

Cartel’s Australian Craft Beer Survey, which will come back this year after a 2021 hiatus. Kelsey said: “The key theme will be understanding the impact COVID-19 has

minimise risk of COVID infection definitely

“For us it is about encouraging consumers

had on our purchase and consumption

impacts focus and the day-to-day running of

to continue utilising online as a purchase

habits, particularly from an on-premise

the business. Hopefully this is significantly

channel. Over the past two years a significant

perspective where venues have been doing

reduced in 2022.”

portion have tried buying alcohol online and

it tough.”

■

February 2022 | 55

Brick Lane Brewing Community

SUPPLIER

A defining year for Brick Lane Brewing

Paul Bowker

Brick Lane Brewing Community’s Managing Director, Paul Bowker, explains how 2021 changed everything for the company.

Managing Director Brick Lane Brewing Community

While many businesses in the drinks

maintaining connections with stakeholders

industry sought to hunker down and ride

in the drinks business.

out the difficulties of the last year, Brick Lane

“A key take out for us is the importance

Brewing Community went in the opposite

of having a holistic and balanced approach

direction, undertaking a major expansion of

across relationships with retailers and the

its brewery and releasing a raft of new beers.

on-premise,” he said. Indeed, these relationships have proven

Markets hospitality site, and expanded our

so strong that they are affecting not

staff and contractors to around 100 people,”

only the sale, but the creation of Brick

said Managing Director, Paul Bowker.

Lane’s products. “Our relationships with retailers have

keep all of our team together, safe and fully

moved to the next level, and it is now

employed throughout a very difficult and

part of our process to involve retailers in

emotional time.”

the product development cycle, including

a long-held plan to create ‘the leading independent brewing facility in Australia.’ “The recent expansion was all part of the initial planning and we’re pleased that despite challenges in 2021 across shipping, supply chain and personnel, we were able to deliver the project on time and on budget,” says Bowker. Brick Lane has seen an increase in sales of their mid-strength and no and low alcohol beers during the pandemic, as drinkers reassess their lifestyle choices. This shifting attitude has perhaps also led consumers to the ‘drink less, drink better’ mantra, as Bowker explained: “At the other end, when consumers want something special, they really want something special, so we are seeing strong traction in speciality beers, such as barrel staged stouts.” With the COVID-19 crisis now entering its third year, Bowker states the pandemic experience has reaffirmed the vital nature of 56 | National Liquor News

exclusive beers, ranges and packaging formats,” Bowker said. “The pandemic showed how important a long term relationship and planning cycle is in the retail space, particularly in regards to bringing new products to market.”

brands will all continue to move grey space,” Bowker says. Brick Lane has capitalised on some of these opportunities with its three biggest launches of 2021:

“The biggest highlight was being able to

commissioned back in 2018, as part of

“Traditional beer, wine and spirit fluidly across categories and look for

“We relaunched our Queen Victoria

Brick Lane’s new brewery was

The ‘grey space’ between categories

■

• Sidewinder plays in the expanding ‘better for you’ category with a range of no and low alcohol beers. • Sunsetter Ginger Beer is all about “pure refreshment and naturally sourced ingredients.” • Backyarder is a crisp lager that plays directly in the contemporary lager space but “introduces full flavour along with refreshment.” Bowker also expects innovations from outside the drinks category to impact the industry, citing CBD oils as potential ingredients of the future.

E M B R AC E T H E M AG N I F I C E N T U N K N OW N

BrightSide

SUPPLIER

BrightSide looks to expand after its busiest year yet In a candidate tight environment, BrightSide is looking forward to an era of greater confidence in the job market, says Directors Amber King and Sue Lauritz.

Amber King and Sue Lauritz Directors BrightSide

Despite the significant challenges faced by the drinks industry over the last year, 2021 was the busiest year yet for BrightSide Executive Search, and Directors Amber King and Sue Lauritz were quick to praise their staff. “The whole team had to pull out all the stops to find great talent, when many candidates have been risk averse to changing roles given the uncertainty we’ve all experienced in the last couple of years,” they said. King and Lauritz were delighted to be able to support their regular clients in 2021 while bringing in new business, especially after 2020, when BrightSide’s activity came to a selfconfessed “standstill.” The outlook is completely different heading into 2022, as BrightSide now finds itself as a recruitment agency looking to attract new staff of its own. “We need to hire additional resources to our team, so this will be our number one priority [heading into 2022],” said Lauritz. “Clients are thinking ahead and mapping out their future recruitment needs. We have no doubt that the demand for talent will continue and we want to be well positioned to fulfil our clients’ briefs as quickly and efficiently as possible.” Unsurprisingly, with many hospitality businesses shuttered for months at a time, Lauritz and King have noticed increasing demand for digital and e-commerce specialists of all varieties, and have tipped the online liquor industry to continue to grow in 2022. One challenge BrightSide is anticipating facing this year is ‘the great resignation’ – as workers have revaluated their careers and have different priorities in the wake of the pandemic.

Top recruitment tips from BrightSide • If it’s not your core job to hire staff, leave it to the professionals. It’s much more efficient, which ends up being cost effective too. • Make sure your recruitment process stacks up before going to market – can you clearly define the role and expectations? It’s critical everyone is on the same page. • Articulate your culture, vision, challenges and career

“We’ve heard a lot about this happening in the States,” King said.

development opportunities. Candidates won’t leave their

“At a local level, we’ve seen it within the hospitality sector, as venues

current workplace for just any role.

continue to struggle to find talent. It hasn’t hit ‘supplier’ land yet, however we expect that it will as the market continues to pick up.” Lauritz meanwhile had some vital advice for companies in the drinks sector to get through challenges in the year ahead. “Anticipate higher levels of attrition for 2022, and put in place good recruitment practices. In terms of retaining the best talent, it gets back to ensuring a strong culture, career progression, flexibility and good working conditions,” she said. 58 | National Liquor News

■

• Candidates align themselves to brands that resonate with them and it’s difficult to woo them when the passion doesn’t exist. It’s hard to change this in the short term, but key for anyone in the drinks industry. • Finally, keep candidates in the loop. They’ll be more engaged if you keep them aware of the recruitment timeline.

Brown-Forman optimistic about 2022

Eveline Albarracin

The growing influence of premiumisation is predicted to have a great impact on the year ahead, according to Brown-Forman’s Managing Director for ANZPI, Eveline Albarracin.

Managing Director Australia, New Zealand and Pacific Islands Brown-Forman

After two years of disruption to the industry, Brown-Forman’s Managing Director for ANZPI, Eveline Albarracin, is looking forward to greener pastures in the year ahead. “Our business will continue to adapt and evolve with the changing environment, by investing to strengthen capabilities to support evolving consumer trends and behaviours,” Albarracin told National Liquor News. “Things that have been off the agenda for some time including, connecting with friends and families, travel, enjoying live music and events are moments we can responsibly support through our premium portfolio of brands.”

The current global supply chain disruption

While premium glass spirits like

Albarracin predicts there will be growth

is predicted to be a challenge while such

Woodford Reserve and Jack Daniel’s Single

within the on-premise again as people return

growth continues, but Brown-Forman is

Barrel were also bright spots in 2021, light

to venues, but also growth in the industry as

working closely with all retail partners to

spirits were also an area of opportunity,

a whole, as the pandemic continues to leave

maximise consistent supply of all products.

with brands including El Jimador,

a lasting impression on consumer behaviour.

Outside the portfolio itself, another focus

Herradura and Ford’s Gin all appealing to the

“The at-home discovery of spirits and

for Brown-Forman in 2022 will be its team,

cocktails that has played out over the last two

with Albarracin noting: “The safety of our

“Tequila and gin remain key areas of

years will see newly educated and inspired

people and partners will continue to remain

opportunity, with tequila expected to be the

drinkers looking for continued inspiration.

the core priority for our business in 2022.”

breakout growth contributor in 2022. As with

As a result we expect to see continued demand

cocktail consumer.

RTDs, the trend for ‘less but better’ will be

for premium brands and experiences, with

The winners of 2021

the driving force in consumer consideration,

consumers willing to invest and trade up for

There were a number of great successes in the

with brands such as Herradura that deliver

these memorable moments,” she said.

Brown-Forman portfolio last year, including

on taste, quality and distinctiveness well

Brown-Forman believes the growth of

Jack Daniel’s being recognisesd as the world’s

placed to attract the next generation of spirits

premiumisation alongside the drinking ‘less

most valuable spirits trademark globally in the

explorers,” Albarracin said.

but better’ mindset has also been driven by

Interbrand Best Global Brand Report.

the marketing of these trends and connecting

Finally, 2021 saw the Australian

Jack Daniel’s has continued to tap into

release of the Part Time Rangers RTD

a broad range of trends, contributing to its

range, supporting a worldwide trend of

“We have seen organic growth of premium

great results in the last year. These include the

sustainability and purpose. Albarracin

brands supported by consumer demand to

‘better for you’ trend, catered to by the new

said the brand contributes to global animal

understand more about the stories, history

Jack Daniel’s Seltzer range, as well as No Sugar,

protection charities around the world,

and provenance of the brands they are

Double Jack and American Serve offerings

letting consumers “enjoy a delicious low

consuming,” Albarracin explained.

beyondthe traditional RTD range.

calorie drink and ‘save while they sip’.”

them to the stories behind the brands.

■

February 2022 | 59

SUPPLIER

Brown-Forman

Calabria Family Wine Group

SUPPLIER

A new era for the Calabria Family Wine Group New acquisitions and partnerships have led the Calabria Family Wine Group to become one of the largest family-owned wine groups in Australia.

Andrew Calabria Sales & Marketing Director Calabria Family Wine Group

It’s been a significant 12 months for the Calabria family, as a series of new partnerships and brand acquisitions led the business to relaunch as the Calabria Family Wine Group (CFWG). The most significant of these acquisitions was of McWilliam’s Wines and Andrew Calabria, Sales & Marketing Director, CFWG, says there are some exciting things planned for the McWilliam’s portfolio in 2022.

relaunch was to ensure these unique and

families have had a long and supportive

New opportunities for Australian wine

relationship over the past seven decades.

Calabria said that the industry needs

strategies to support their growth in the

They have been an inspiration and guiding

to come together to determine

domestic market. As we are now servicing

“The Calabria and the McWilliam

force for ourselves and the greater NSW wine industry for over 140 years,” he said. “We are committed to honouring their legacy while breathing new life into their incredible portfolio of wines. “We have some exciting plans in 2022 to amplify the heritage of McWilliam’s Wines and its premium fortifieds, as well as doing

where the next big international opportunity for Australia wine is going to be. “We put a lot of faith in the China wine market, and it paid off in the short term, but we are now shut out from that market with few options to fill the gap,” he said. “As international travel becomes

celebrated brands retain their individual identities, along with marketing and sales

over 280 SKUs, it’s important to us that each product, range, and brand is distinct and provides value for our customers and ultimately wine lovers across Australia.” The primary focus for CFWG in 2022 will be “establishing the marketing messages we aim to deliver over the short term for our recently acquired brands

more to unify the brands to help shoppers

more accessible to us, we as an

while continuing to grow the success of

discover the different tiers in the portfolio.

industry need to cast a critical eye as

our well-established brands like Calabria

“Finally, there are exciting plans to

to where our wines have the greatest

Family Wines, Kings of Prohibition and

develop the Hanwood vineyard and

chance of success and to work

Pierre D’Amour.”

cellar door for visitors to the region. The

together to fly the flag for premium

“On behalf of Bill, Lena, and the rest of

changes will enhance the history behind

Australian wine in these markets so

the Calabria family, I want to say thanks to

the site while bringing the brand and site into the future.”

that we can build long term export stability across the globe.”

CFWG now sits among the largest

the wider industry for its support this year, especially to those of you that reached out as we welcomed McWilliam’s Wines to our

family-owned wine groups in Australia.

including well-known brands like

Its portfolio consists of Calabria Family

Dow’s Port, Canti Prosecco, Librandi,

“We are truly honoured to become

Wines, McWilliam’s Wines, Deakin Estate,

and Champagne Deutz. In early 2022,

custodians of this iconic wine brand and

and La La Land. And its new distribution

Dona Paula will also be welcomed to

look forward to continuing a long and

arm Vintners & Co. Merchants represents

the portfolio.

prosperous relationship with the McWilliam

its international distribution partnerships, 60 | National Liquor News

Calabria said: “The purpose of the

family,” Calabria continued.

family into the future.”

■

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Carlton & United Breweries

SUPPLIER

CUB keeps ahead of beer trends

Peter Bingeman

Carlton & United Breweries’ beer division has seen great success in its strategy to support partners make the most of current consumer tastes.

Sales Director – Beer Division Carlton & United Breweries

For the beer division of Carlton & United

doubling down on driving category growth.

Breweries (CUB), 2021 was another unique

We’ll do this through partnering with our

year of ups and downs, according to Sales

on-premise customers to encourage more

Director, Peter Bingeman.

people back into pubs, clubs and bars and

“We experienced another challenging

investing behind global trends like wellbeing

year filled with large momentum shifts. Pack

and the explosion of craft beer to continue

beer sales continued to be strong, however

to drive growth with our retail partners,”

our on-premise business was affected by

Bingeman said.

the extended lockdowns in our two biggest

It remains difficult to predict how the

states, New South Wales and Victoria. This

year ahead will go in terms of pandemic-

put pressure on our customers and partners,

related restrictions, however CUB is

and any challenge CUB experienced was

confident it is well positioned to deliver

nothing compared to what they went

for consumers when the time is right to get

through,” Bingeman said.

back to social occasions, both on- and off-

CUB was inspired by the resilience of

premise. The challenge will be predicting

the hospitality industry during these tough

when this bounce back will happen, and

times – it became hard not to be positive

how consumers will react.

about the future when such on-premise partners were so optimistic about better times ahead. 2021 was also the first full year that CUB was part of Asahi Beverages, something which Bingeman said the business benefited from. “This has given us greater structure and

“Whilst I think there are many

“Whilst I think there are many unknowns, I am cautiously optimistic about the beer category in 2022.”

unknowns, I am cautiously optimistic

Peter Bingeman

to more occasions for people to celebrate

Sales Director – Beer Division Carlton & United Breweries

with a refreshing beverage in their hand,”

focus following the successful integration

about the beer category in 2022. I really believe that consumers will remember how much fun it is to visit pubs and clubs or catch up at parties and BBQs, leading

Bingeman said.

into Asahi. It’s a great business that is

One issue that CUB wants to tackle along

committed to growing and investing

this year. CUB is now the market leader

the way this year is the beer excise tax – for

in Australia. It’s been really good to see

in this segment, which is really exciting,”

draught beer, this is now the fourth highest

the increased focus on innovation and

Bingeman said.

of the OECD countries and it increases twice

sustainability,” he said.

a year. Bingeman said CUB is committed

Plans for the year ahead

to working with the Australian Hotels

as of late has been the consumer shift to

In 2022, the focus for CUB on a beer front

Association and Clubs Australia to fight

more moderation behaviours, leading to

will be one that it has always strived to

for a reduction.

a growing thirst for no and low alcohol

maintain – supporting its partners and

drinks alternatives.

keeping ahead of the latest trends.

Another impact on CUB’s beer division

“Our national launch of Great Northern

“Our continued focus will be to build

Zero into the zero alc category was our star

strong partnerships with our customers by

62 | National Liquor News

“It’s just not right. It’s making beer less affordable and putting a lot of pressure on an industry that’s already got enough challenges,” he said.

■

CUB Premium Beverages goes from strength to strength

SUPPLIER

CUB Premium Beverages

Michael Ritoli General Manager CUB Premium Beverages

The new entity housing the non-beer side of Carlton & United Breweries is off to a strong start in its first full year of operation. When Carlton & United Breweries (CUB)

no different. Most of these liquids have a

joined the Asahi Beverages family in 2020,

low calorie count and I think we will see

the business was restructured to best

more innovation in the lighter drinking

serve the merged portfolio. During this

categories,” he said.

restructure, a new entity was created –

“We have seen our portfolio evolve

CUB Premium Beverages, which houses

over the last 12 months and we now have

the non-beer side of the wider business.

four brands in the seltzer category with

Michael Ritoli, General Manager for

Good Tides being our main focus. Having

CUB Premium Beverages, said the first full

said that, Vodka Cruiser is all about

year of operation for the new division was

‘Fun, Flavour and Colour’ and the brand

exceptional and despite obvious challenges

continues to go from strength to strength.”

of the pandemic, has set the tone for a positive future.

Innovative year ahead

“I’m absolutely delighted with how we

Just like the beer division of the business,

came together as a new team and how we

CUB Premium Beverages is planning for a

prioritised our focus on our customers and

2022 full of innovation, to fulfil the needs

our people, and set the strategic direction of

of trade and consumers alike.

our business,” Ritoli said.

Ritoli said the unpredictable challenges

“We will continue to focus on

that the pandemic brings mean suppliers

strengthening our partnerships with our

and industry partners should be working

customers and driving mutual beneficial

more closely together than ever before.

growth [in 2022]. Category growth and new

“The opportunities are never ending

product development are key focus areas in

and continuing to develop new products

the categories we play in and, to achieve our

and providing new experiences are key

goals, we are committed to having a longer

to our industry success. Consumers are

planning horizon with our partners.”

always looking for new experiences and

“I believe that RTDs will continue to demand a greater range of space in venues and bottle shops as their popularity continues to grow.” Michael Ritoli General Manager CUB Premium Beverages

A star performer of the CUB Premium

working with our on-premise and retail

Beverages portfolio in 2021 was Vodka

partners provides us with a fantastic

CUB Premium Beverages has a

Cruiser, outperforming in the booming

platform to bring these experiences to life,”

strong innovation plan in the RTD and

RTD category. Ritoli also said the coming

he explained.

cider space, seeking to deliver on-trend

together of the CUB and Asahi Premium

“We are privileged that we work in an

products that stand out in the crowd of

Beverages non-beer brands has also been

industry that is keen to try new ideas and

a strong point for the portfolio.

partners are investing into their venues and

As Ritoli said: “Overall, I believe that

new brands hitting the shelf.

“In recent years we have seen growth

bottle shops to ensure that consumers have

RTDs will continue to demand a greater

come from lighter style liquids like

an amazing experience whether shopping for

range of space in venues and bottle shops

vodka, gin and seltzers, and 2021 was

products or consuming them in a venue.”

as their popularity continues to grow.”

■

February 2022 | 63

Campari Australia

SUPPLIER

Opportunity in adversity for Campari Australia Campari Australia has found opportunities to support the industry and grow its portfolio, despite the challenges of 2021.

As the pandemic continued this year, the on-

Durrant predicted that stock projections

premise was again impacted by lockdowns,

will remain a difficulty heading into 2022,

restrictions and the challenges they bring.

but one the company is prepared to handle

Campari Australia, recognising the role

for its customers.

Simon Durrant Managing Director Campari Australia, New Zealand & Pacific Islands

Ready to ride the seltzer wave Durrant said: “In terms of

of the on-premise for the vibrancy of the

“The biggest challenge for us will be

entire industry, stepped up to support it.

product forecasting and stock management

have exploded in this market and are

The company provided meals for hospitality

due to an ever-changing market,” he said.

now the sixth biggest player in the

workers struggling to make ends meet

“We are very focused on building

and initiated the Aperol ‘Celebrating

strategies to maintain great service levels

Togetherness’ campaign, encouraging

to our customers.”

consumers to head back into venues with free Aperol spritzes.

There have been some bright spots for Campari Australia in the past year too.

“Catching up with those we love over a

For example, it capitalised on this rise in

refreshing drink is at the heart of aperitivo

off-premise consumption by launching the

culture,” said Simon Durrant, Managing

Discovery Series, a new line of premium

Director of Campari Australia, New Zealand

Wild Turkey bourbon RTDs, that is

and Pacific Islands.

exclusive to Australia.

opportunities, seltzer RTDs really

RTD category.” Campari Australia has responded by introducing Truly Hard Seltzer through a partnership with the Boston Beer Company. Truly has generated more than 50 per cent of all hard seltzer growth in the US. Durrant hopes this new range will allow Campari Australia to seriously play in this category. “We have some other very exciting

The closure of the on-premise brought

Meanwhile, at the super-premium end of

news that will drive further growth in

its own unexpected challenges for Campari

the market, Campari made headlines with

the rum and seltzer categories. Stay

Australia too. Rather than a loss of sales,

the release of a 60 year old Glen Grant single

tuned – there is so much more to

the company struggled to keep up with a

malt whisky, paying homage to distiller

come,” he said.

sudden surge in demand from retailers.

Dennis Malcolm’s six decade long career. Bottle number 88 (a traditionally lucky

“The shift to more premium products

number) sold at auction in Shanghai for

and brands is also a trend that’s likely to

approximately $80,000 – the highest price

continue, as consumer engagement in the

ever paid for a Campari Group bottling.

spirit category has increased.”

Durrant said: “The response to this release has been extraordinary.” Looking into 2022, Durrant believes that some of the changes in consumer behaviour,

64 | National Liquor News

But Durrant’s final word was reserved for Campari Australia staff, who (like many in the industry) have endured a torrid time over the past two years.

although accelerated by the pandemic, are

“The last two years has been tough for

here to stay, which could mean great things

so many people, including our employees,”

for Campari Australia.

Durrant said.

Durrant told National Liquor News: “The

“Building a motivated team of capable

increase in at-home consumption, and the

and resilient Camparistas is my number one

willingness and confidence of consumers

priority. It’s therefore vital we continue to

to recreate classic cocktails themselves, has

invest in our people and provide smart and

aided the spirits category.

flexible working opportunities.”

■

Coopers celebrates 160 years in 2022 Coopers enjoyed impressive sales growth in 2021, and as we head into 2022 the family-owned brewery has lots to celebrate.

Despite the lingering effects of the global

Cam Pearce Director of Marketing and Innovation Coopers

Bright spots from the brewery and malting plant

pandemic, Coopers posted solid sales growth in 2021 with its popular beer cans leading the way. Total beer sales, excluding non-alcoholic

Coopers Brewery has

beers, were up 2.8 per cent on the previous

unveiled plans to invest

financial year – a result that was “better than

$15m in expanding its onsite

expected” – but below the record volumes

warehousing capacity at

achieved in 2016-17.

Regency Park in Adelaide.

The can format continued to grow in

This will boost beer storage

popularity and now represents more than 30

capacity at the brewery by almost 50 per cent and allow

per cent of Coopers’ packaged beer sales. Cam

Coopers to store all product

Pearce, Director of Marketing and Innovation,

on-site.

told National Liquor News that Coopers will

The new warehousing

continue to capitalise on this trend with new

capacity will deliver

releases and old favourites being made available in cans. “We expect the can format will continue to

beer despite the pandemic still impacting sales across the industry,” Pearce said.

both logistical and cost efficiencies. Coopers has a strong continuous

grow in popularity and have no expectations that

The second half of the 2021 calendar was

it will taper off. Coopers Pale Ale is the clear

challenging with lingering lockdowns in some

leader in can format along with strong support

states impacting sales volumes. However,

Throughout 2021, strong

for the XPA, Sparkling Ale and Mild Ale cans,”

Coopers is approaching 2022 with a sense of

demand for Coopers’ high-

he said.

optimism – and has plenty to be positive about

quality malt, particularly

as it celebrates its 160th anniversary.

from new and existing

Highlights during 2021 included the expanded Coopers portfolio with the limited-release of

“While we’re not generally a brewery to

two new beers, Hazy IPA and Australian IPA,

blow its own trumpet, we believe 160 years is a

while the rebrand of Session Ale to Pacific Pale

milestone worth acknowledging. We have some

Ale struck a chord with the surfing community,

events planned to mark the celebration as we

delivering increased popularity.

look forward to the next 160 years,” says Pearce.

Meanwhile, Coopers Best Extra Stout, one of

In 2021 Coopers also rolled out its ‘Forever

the brewery’s oldest beers, became the latest to

Original’ brand positioning, which underpins its

be packaged in aluminium cans and continues

strategic direction for all aspects of the business.

to perform strongly with sales approaching the

Since Coopers’ foundation 160 years ago, it

levels last seen in the 1950s.

improvement strategy which will continue in 2022.

international customers across Asia, has led the plant to operate at near capacity. Also in the last year, Coopers received accreditation for environmental standard ISO 14001, and health and safety standard ISO 45001. These achievements capitalised on the numerous

has been a brand of no imitations, no pretending,

sustainable practices in place

“Overall, we’re seeing consumers continue

and above all else, a brand that strives for

across the brewery, and the

to gravitate towards authentic brands they can

authenticity. ‘Forever Original’ encapsulates this

good level of work health and

trust with emphasis on high quality and local

spirit perfectly and is a timeless reminder of its

safety measures.

provenance. That is driving demand for Coopers

promise to drinkers.

■

February 2022 | 65

SUPPLIER

Coopers

De Bortoli

SUPPLIER

De Bortoli rises above ongoing challenges Darren De Bortoli

De Bortoli reached key milestones in sustainability, marketing communications, and innovation throughout 2021.

Managing Director De Bortoli

Despite border restrictions and countrywide lockdowns magnifying issues in the supply chain and increasing overall operating costs, De Bortoli continued to innovate throughout 2021. The family winery made headway in the Moscato varietal with premium wine Petit Moscato from the world-famous Muscat region in Rutherglen. And riding on the success of being awarded Best Prosecco for its King Valley Prosecco at the Australian Sparkling Awards, De Bortoli continued the innovation theme with the launch of Prosecco Rosé. Then there was the De Bortoli 2021 Christmas Advent Calendar, which was produced in a way that every box design and colour was different. Besides product and packaging innovations, De Bortoli also achieved a key

De Bortoli told National Liquor News that being sustainable is about coming together as a total ecosystem to achieve more with the environment.

Looking to the future As Australia, and the world, moves into a more COVID-normal lifestyle, De Bortoli’s immediate focus this year

milestone in marketing communication.

“Our family has been committed to

Partnering with technology gurus Rock

doing our bit to creating a greener and

Paper Reality from California, they created

more sustainable approach to winemaking.

an engaging web-based augmented reality

From wastewater management to

experience to bring the bottle labels to life.

recycling, sustainability has been at the

to purchase wine has somewhat

Managing Director, Darren De Bortoli,

heart of everything we have done since

altered considering the issues faced

2005,” he said.

with COVID-19, which has affected

says that technology plays a big part in creating a connection between wine and consumers.

A pivotal moment for the company was

will be to improve internal processes to drive operational efficiency and continue its innovation journey. De Bortoli said: “The channel

in-store purchasing. Because of this

“Through technology, wine knowledge

when it launched its carbon offset program

we noticed more consumers are

is more readily available for consumers,

to plant 17 trees for each company vehicle

buying wines online or through click-

whether that is by an online website or

back in 2008. This led to the launch of the

participating in a virtual tasting. It has

17 TREES wine range in 2020, which is

the power to bring wine and consumers

sustainably produced, vegan friendly and

together,” he said.

made from recycled material. Through this initiative, more than 50,000

Kicking sustainability goals

trees were planted by De Bortoli in 2021

De Bortoli hit a major milestone in 2021,

alongside its distributors and partners in

planting more than 50,000 trees through its

the United Kingdom, Japan, and Northern

17 TREES Plant-A-Tree initiative.

America.

66 | National Liquor News

■

and-collect from existing retailers. However, we do not believe that these models will replace the brickand-mortar businesses.” The winemaker has also begun to rebuild its export business, which De Bortoli says will be “both a challenge and opportunity” for the company in the coming years.

Put your plans on ice. Australian Rye Vodka + Soda.

Learn more at: www.idlehourvodka.com

Distributed nationally through info@craftrevolution.com.au

Diageo

SUPPLIER

Agility and creativity drive growth for Diageo Angus McPherson

Through navigating the challenges of 2021, Diageo is continuing to contribute to positive industry change in Australia.

Managing Director Diageo Australia

For one of the world’s biggest spirits suppliers, the Australian industry is an exciting place to be right now. Angus McPherson, Managing Director for Diageo Australia, said although 2021 was a tough year, successes over this time show a bright future ahead. “I’m proud of the strong performance we’ve delivered in the Australian market despite the challenges of the last 12 months. We had to be agile to navigate our way through these challenges and because of that we’ve been able to leverage different opportunities to drive growth and bring new consumers into the spirits category through our market leading

cent of what is sold in Australia is bottled

22 for the second time; and a global signatory

portfolio of brands,” he said.

locally, which has helped minimise ongoing

to the Unstereotype Alliance, of which it

global supply chain impacts.

is a proud founding member for the first

“We found some creative ways to inspire consumers on how to make great cocktails

McPherson said: “Managing those

at home and turbocharged our innovation

challenges and mitigating the risks is all in

“Our goal is to work with our partners to

pipeline, launching 45 per cent more NPD in

effective planning and forecasting. We’ve

be a driving force in the effort to accelerate

F21 than the previous year including the first

had a lot of practice over the last 18 months

and transform the industry to be more

Johnnie Walker Black RTD anywhere in the

in preparing for all sorts of challenges and

representative, progressive, and equal,”

world and the local launch of Gordon’s 0.0%

putting contingency plans in place to avoid

McPherson said.

that will benefit from the huge growth we’re

as much disruption as possible.”

seeing in the low and no alcohol category.”

Australian chapter of the organisation.

Meanwhile, sustainability continues to be a focus for Diageo on a global scale as

Positive change

it continues to target the goals set out in

in this exciting environment, and: “In 2022,

Diageo has been engaged in several positive

the Society 2030: Spirit of Progress plan.

we’ll be looking to provide even more support

change initiatives in recent years in a number

Alongside this, in 2021 came the first new-

to our customers on category development.

of sectors. This includes the Bundaberg

to-world brand for Diageo in 15 years –

That’s where suppliers really need to focus

Rum Raising the Bar program, which saw

Reeftip Drinks Co., with a range of spiced

their efforts if they want to best support their

$11.5 million invested into supporting

rum RTDs and a full size bottled spirit.

customers to capitalise on emerging trends

the Australian hospitality industry as it

and respond to consumer demand.”

struggled with pandemic restrictions.

McPherson said Diageo sees great potential

“It’s a home-grown drinks brand with a bold purpose because from day one Reeftip

With production sites in western Sydney

Another area of positive change has been

has committed to donating 10 per cent of

and Bundaberg in Queensland, the local

in diversity and inclusion, with Diageo named

its profits to the Coral Nurture Program, a

Diageo business represents 30 per cent of the

as an Employer of Choice for Gender Equality

world-first science and tourism partnership

spirits market in Australia, producing more

in 2021 for the third year running; a Diversity

to support the growth of new corals in the

than 10 million cases annually. Eighty per

Council Australia Inclusive Employer 2021-

Great Barrier Reef,” McPherson said.

68 | National Liquor News

■

Endeavour Group

Endeavour Group focuses on a bright and positive future

Steve Donohue CEO and Managing Director Endeavour Group

Inside the new Dan Murphy’s flagship design format

A positive imprint, made together Since the Woolworths demerger, Endeavour Group has built its purpose of ‘creating a more sociable future together’ in a number of ways. A huge part of this has been the company’s first official sustainability strategy - ‘A positive imprint, made together.’ “While sustainability has always been central to how we operate, the launch of our first

When asked about how 2021 was for

personalisation promise across multiple channels

Endeavour Group, CEO & Managing Director,

and customer touch points,” Donohue said.

sustainability strategy as an independently listed business was a significant milestone in setting

Steve Donohue, said it was a “significant year.”

Another innovation opportunity Endeavour

That is certainly true, with the company

Group will focus on in the year ahead is new

completing the demerger from Woolworths Group

formats and designs for its stores and hotels,

in June 2021 amid months of uncertainty for the

including rolling out Dan Murphy’s new

a positive imprint on the

industry. Despite the obvious lockdown challenges

flagship design to more stores. Donohue

communities we are part of, the

for the on-premise side of the business, Donohue

explained this is one example of a core strategy

people we connect with and the

said performance overall has been strong.

of the business in play – to focus on new format

world we all share.”

the course for the next phase of our journey,” Donohue said. “Our ambition is to leave

He added: “Our off-premise businesses have

innovation to meet changing customer needs.

Within the strategy, Endeavour

been incredibly busy and have grown significantly.

“The new Dan Murphy’s flagship design was

Group has targeted areas where

This is a credit to our people, and the collaboration

developed because we know customers expect

it can make the greatest impact,

with our partners and supply chain.”

so much more from us than just products on

Looking ahead, Donohue notes that although

shelves,” Donohue said.

built around three principles: Responsibility & Community, People, and Planet.

it’s difficult to forecast the next year, Endeavour

“The new-look stores offer customers a

Group has a great foundation heading into 2022

place to discover and educate themselves in the

that will enable continued innovation. One such

world of drinks. Each store has a hyper-localised

innovation opportunity will be in technology,

range, which has been developed using customer

led by the company’s digital arm, endeavourX.

insights. All new stores also have electronic shelf

“We will particularly focus on continuing to

labels (ESLs), which we are rolling out in both Dan

improve our customer experience and customer

Murphy’s and BWS stores, which helps us reduce

the communities we’re part of.”

engagement, which includes increasing the

paper usage by 90 per cent and communicate with

Donohue said.

quality of our apps and delivering on the

customers in a new way.”

■

“Importantly, the launch of our sustainability strategy is just the beginning of our journey. We’re committed to listening and learning, sharing our progress and leaving a positive imprint on

February 2022 | 69

RETAIL

Since completing the Woolworths Group demerger last year, Endeavour Group has continued to focus on innovation in a number of areas.

Exceedra

SUPPLIER

Planning for success with Exceedra

Simon Elsby

Simon Elsby, APAC Sales & Business Development Director for Exceedra, says a year of opportunity is ahead as the company scales its planning capabilities for the liquor industry.

APAC Sales & Business Development Director Exceedra

2021 was a busy year for Exceedra, a leading global provider of software solutions for integrated business planning and revenue management. Simon Elsby, APAC Sales & Business Development Director, said there were a number of highlights, aligned to the company’s scaling abilities in the liquor industry. He said external highlights include “building and growing our team in response to our customers’ changing needs over 2021, and acquiring new businesses that strengthen our revenue management and analytics software offerings that will really help our liquor industry customers step-change their core organisational capabilities.” The immediate focus for the year ahead will be two exciting major revenue management software projects with clients that have global footprints. But throughout the year, Exceedra is also focusing on how it can best meet the needs of customers all across the liquor industry. This will happen alongside the continuing integration of the business into TELUS, Canada’s largest Telco, which acquired Exceedra in late 2020 for its world class revenue management and

“If the past two years have taught us anything, it’s to plan for the unplanned.”

retail execution software capabilities.

Simon Elsby,

“In the early part of 2022 we are very focused on different options

APAC Sales & Business Development Director, Exceedra

that further scale our integrated business planning capabilities for the alcohol industry,” said Elsby. Alongside such opportunities though, Exceedra predicts there

more important than ever for the liquor retailers and suppliers

will be challenges in the year ahead. Elsby said one of the biggest will

to work together like never before, to be the most prepared for

be “trying to understand how COVID is going to affect us in 2022.”

unpredictable situations.

“It’s fair to say doing this same exercise at the same time last year,

“I think there are two words - agility and pivot - and the actions

not many people would have foreseen the challenges and difficulties

associated with them, that have become cornerstones to liquor

that 2021 brought, when many of us thought we were getting out of the

manufacturers and retailers to incorporate into the way they

proverbial woods. Supply chain is obviously one of those, particularly

do things. On-premise shifts to off-premise during lockdowns,

for imported products like spirits and international beers. So

challenges on margins, massive growth in new segments like

continuing to build even more rigour and robustness in our planning,

seltzers and no alcohol products, and numerous other changes

how we implement and support our customers and help them to plan

mean the industry has had to collaborate like never before,”

and allow for things like continuing supply chain disruptions and at-

Elsby said.

shelf out of stocks, and how we measure and track changing success criteria are core challenges for our business,” he continued.

“If the past two years have taught us anything, it’s to plan for the unplanned… In some ways it has been a shakeup for the liquor industry that needs to be noted and tracked to provide a

Planning for the unplanned

better guide path for the next few years. It’s not just a hiccup and

After the past two unpredictable years of the industry, the power

then a return to normal. Behaviours have inexorably changed, and

of what Exceedra offers cannot be understated. Elsby said it’s

we need to build those changes into our future plans.”

70 | National Liquor News

■

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Global Endeavours Australia

SUPPLIER

Momentum building for Global Endeavours Australia

Maurice Melis CEO Global Endeavours Australia

After entering the country in April 2021, Global Endeavours Australia is set for a positive year ahead according to its CEO, Maurice Melis. It’s been another tumultuous year for the liquor industry in Australia, but ultimately a very positive one for new entrant to the distribution game, Global Endeavours Australia (GEA). Part of New Zealand manufacturer of food and beverage products, Global Endeavours Group, GEA was established in April 2021 to leverage NZ infrastructure and brands to deliver rapid growth across the Australian marketplace. Currently the group has two bottling plants based in Tauranga, NZ, delivering spirit-based and RTD products. CEO of GEA, Maurice Melis, said it’s been a good start to the brand in Australia

“We have some unique brands, and we are enthusiastic and flexible in how we work with retailers.” Maurice Melis CEO Global Endeavours Australia

so far, with encouraging signs for the future. “The first six months were very interesting indeed, with four of those spent in lockdown! Notwithstanding, we gained some great

quality and taste credentials, plus interesting

momentum and secured ranging of our

flavours,” Melis said.

“As a group we are still relatively small compared with the big multinationals.

key liquor brands in major retailers. We

This hero brand will introduce GEA

We have some unique brands, and we

also received lots of encouraging feedback

to the Australian off-premise industry, an

are enthusiastic and flexible in how we

about our liquor portfolio, so we now need

area which will be key for the distributor

work with retailers. It’s about using these

to build on that positive engagement,” Melis

in the year ahead. The Australian portfolio

characteristics to partner with retailers to

told National Liquor News.

curation has been designed specifically with

ensure we’re delivering the best value and engagement for their customers.”

The first focus point for this positive

local retailers and shoppers in mind, to

engagement in 2022 will be around the

provide a strong offering that holds a great

Batched Premium Cocktails brand, which

value to the market.

GEA may still be fairly fresh to Australia, but the company’s enthusiasm for the

includes both 700ml bottled cocktails and

Melis said: “Over the next 12 months our

also a line of canned cocktail RTDs, available

aim is to better penetrate the independent

in a range of flavours.

channel with our brands, so we are open to

“We’re very excited about the year ahead

“Our immediate focus is ensuring we

opportunities that will assist in achieving

and would really like to build our presence

launch our hero brand, Batched Premium

that. We have been very specific in our

and portfolio across all retail outlets. We’re

Cocktails, successfully and grow the brand

brand portfolio selection and what we take

happy to do that in whatever form best suits

more broadly across the Australian market.

to market over the next 12 months to ensure

our customers and always open to a chat,”

This is a unique proposition, with amazing

it works for consumers and retailers.

Melis said.

72 | National Liquor News

market abounds, as does its commitment to supporting its customers.

■

Good Drinks kicks goals across the country John Hoedemaker

After a great year of growth, Good Drinks Australia has met its goal of being one of the country’s leading independent beer producers.

A long-standing goal of the Good Drinks

several other exciting things on the table

Australia business has been to become one of

for Good Drinks.

the leading independent sales and marketing groups in the liquor market nationwide.

Managing Director Good Drinks Australia

Despite some challenges also predicted, particularly as WA opens up to a fuller

“On the opportunity side, with our

impact of the pandemic than ever before,

broadened and very capable independent

Hoedemaker added that he is confident in

In 2021, it was finally able to tick that goal

national sales and marketing team, we’d like

the strategy and the prevailing core appeal

off the list in what Managing Director, John

to see if there are opportunities to work with

of Good Drinks.

Hoedemaker, called “a remarkable year,”

other exciting brands to broaden our portfolio

He said: “I think we build successful

driven by great execution across the board.

and to continue to add scale and capability

brands by concentrating on the basics. On the

“The team delivered on our strategy to

to our sales and marketing teams. It’s a fine

product level we have a very credible brewery

grow distributions, sales and the relevance

line to not burden the team with too many

and brew team, the quality and consistency

of our brands not only in Western Australia

brands, but we feel there is still a little room

of our brews stands the test of time. We

but across the eastern seaboard. We’ve seen

for nicely complementary and interesting

build brands that are unique in flavour and

record production of near on 20 million

brands winning in segments where we are

proposition, however can also be enjoyed by

litres, healthy 40 per cent growth in revenues

not already represented,” Hoedemaker said.

a vast majority of consumers.”

leading to strong earnings growth. As always,

■

we’ve reinvested those earnings back into the business to continue to drive growth,” Hoedemaker told National Liquor News. Throughout the year, Good Drinks focused on expanding the sales team’s footprint, bolstering the field force numbers and key account servicing, and increased the marketing team’s capabilities and budget. 2021 also saw Good Drinks champion a venue strategy, opening the Atomic Beer Project in Sydney and designing and constructing the Gage Roads Brewery in Fremantle. Moves were also made in Queensland, where Good Drinks purchased a heritage venue in Eumundi, which will become the site for a Matso’s Brewery. This venue strategy will continue to be an immediate focus for Good Drinks in the year ahead, especially with the recent

Stars of the portfolio During a positive year for the Good Drinks portfolio, star products were easy to find. Hoedemaker said this includes big brands like Gage Roads Single Fin Summer Ale and Matso’s Ginger Beer, continuing to grow between 34 and 40 per cent. New Gage Roads brands like Side Track All Day XPA and Pipe Dreams Coastal Lager are also performing well, tapping into areas of craft beer growth. “It’s great to see Gage Roads grow from strength to strength. Gage Roads is really

opening of the Gage Roads Fremantle venue,

all about championing that coastal lifestyle that so many of us enjoy, so it’s great to see

which Hoedemaker said was the “spiritual

more and more consumers getting a sense of that last coastal holiday, fishing or surfing

home” of the brand.

trip every time they crack open a Gage,” Hoedemaker said.

For the wider coming year, there are February 2022 | 73

SUPPLIER

Good Drinks Australia

Hellyers Road

SUPPLIER

Hellyers Road hits new heights Despite being one of the ‘Elder Statesmen’ of Australian whisky-making, Hellyers Road is continuing to innovate and expand, as new General Manager, Andy Bower, explains.

Andy Bower General Manager Hellyers Road

Andy Bower joined Hellyers Road this year as General Manager with a simple brief: “Continue the success, and position Hellyers Road to deliver its ambitious 30 year plan.” With this in mind, the distillery has defied the challenges of the last two years, to increase staff, improve capacity, and add to its capability. 2021 was the distillery’s biggest year ever in terms of volume of spirit distilled and barrelled. Although a lack of domestic tourism and the repeated closure of the on-premise closed certain sales avenues, for Hellyers Road these declines were mitigated by

“We have ambitious production growth targets for 2022 and beyond.” Andy Bower

increased at-home consumption, online

General Manager, Hellyers Road

sales and off-premise demand. “What ultimately happened was a change in the mix of the business. It was an exercise

Hellyers Road was its authenticity. A lot

This means there are tough decisions to

in being able to adapt quickly,” Bower said

of brands borrow stories to create some

make, as Bower illuminates: “All distilleries

There were successes in 2021 too. In

authenticity, but this brand has it in spades,”

in this position face the temptation to

he said

sacrifice quality for quantity. We have made

particular, Bower points to the development of Hellyers Road’s Whisky Cream bottling, that

Hellyers Road was founded in 1997 by

the very deliberate decision not to do that.

required a new state of the art facility to be

a group of dairy farmers, and is so named

“We just have to wait for the casks to

added to the distillery, increasing production.

because one of the original roads surveyed

do their thing. That’s where the magic

“We have ambitious production growth

by Henry Hellyer runs through the property.

really happens.”

targets for 2022 and beyond,” Bower said. “Hellyers Road Whisky Cream grew 38 per

As Bower says: “We have a remarkable story to tell, and we are going to tell it!”

cent last year with very little brand support.

Bower is fully aware of the responsibilities that come with leading one of the oldest distilleries in Tasmania, noting that he and

Preparing for the future

Hellyers Road are happy to support their

production facilities to meet an ever-

The challenges faced by Hellyers Road in

fellows in the industry. Moreover, Bower

increasing demand... It has been a highlight

2022 are not unfamiliar for Tasmanian

believes that the strict standards Australian

of 2021 to see how this now larger team of

distillers: keeping up with demand.

whisky is held to maintains the spirit’s

“We are improving our distillery

talented people gear up to meet our goals.”

Bower said: “We have well over one

In 2022, Hellyers Road will have the

million litres under maturation, but I wish

immediate focus of building brand awareness and growth. This chimes closely with Bower’s observations during his first year in the job. “The thing that stood out for me with 74 | National Liquor News

we had put a lot more down 10 years ago.”

reputation for high quality, and leaves it in good stead for the future. Bower concludes: “The future could be

Whisky-making is not a speedy

described best by the quality and innovation

enterprise, and producing aged stock takes

that is under maturation in darkened barrel

time, with finite limits on scale.

houses all over Australia.”

■

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Idle Hour

SUPPLIER

Idle Hour set to be supercharged The team behind Idle Hour Vodka has a pipeline of new products to launch in 2022 as it gets set to scale up its national expansion.

Ewen Pettit Co-founder Idle Hour

2022 trend predictions Pettit says the most exciting thing about the spirits industry is the speed at which trends can change. In saying that, he has mapped out his three key predictions for 2022: • Premiumisation: The impact of the pandemic plus the rising interest in craft and quality means drinkers are increasingly willing to spend

Following a successful local launch of its

flavour profiles, terroir, process, and quality will

distinctly Australian vodka products in 2020,

be the cornerstones of this revival,” he said.

the team behind Idle Hour Vodka has ridden

“Vodka has been encumbered by limiting

that wave throughout 2021, scaling nationally

perceptions of being neutral, European, harsh

in both the on- and off-premise.

and maybe a bit boring. We set out to create

more money on better quality spirits and mixers. He said: “We expect to see more innovation in tequila and Australian whisky. We also expect to see the early

Long periods of lockdowns did present

an Australian vodka drinkers would want to

challenges in the on-premise in NSW and

experience and that meant focusing less on

• NOLO: Considering the rise of

Victoria throughout the year, however with

neutrality and more on character inside and

the sober-curious movement

restrictions eased and events slowly coming

outside the bottle. This was further exemplified

as well as the popularity

back, Co-founder, Ewen Pettit, says it’s now time

by our Native Series launch – that introduces local

of non-alcoholic drinks,

to “supercharge Idle Hour”.

flavours like Kakadu Plum to the vodka category.”

Pettit expects to see more

Pettit said: “Vodka is on the come back and

Idle Hour thrives on identifying new

we are placed well to welcome drinkers back.

opportunities and throughout 2022, the team

We are focusing on using local rye distilled

will be dedicated to innovation in the form of

only how an Australian vodka can be distilled –

new brands, new SKUs and new formats.

with character.”

“At a group level, we will continue to re-

He explains to National Liquor News how

energise existing or fatiguing categories and also

spirit categories have “cultural moments”, and

begin to introduce new categories to Australian

that Idle Hour was able to spot the “vodka

drinkers,” says Pettit.

renaissance” early.

movements brandy.”

non-alcoholic and low-ABV (NOLO) spirits and cocktails launch in this market. • High end cocktails at home: Pettit predicts a rise in e-commerce platforms, cocktail kits, cocktail delivery services, and canned cocktail formats that

“We will be putting a lot of energy behind our

will offer drinkers a more

“Vodka had gone under-valued for close to

ready to drink range Idle Hour Vodka + Soda,

convenient opportunity to

a decade. Our belief is ‘reimagined vodka’, like

which blends our award-winning vodka with

drink well from the comfort

Idle Hour, which borrows from other categories,

soda water and local flavours like bramble bush,

of their home.

can reclaim the buzz it once enjoyed. Innovative

lemon myrtle and passionfruit.”

76 | National Liquor News

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Independent Liquor Group

Record breaking year for ILG Independent Liquor Group is set to leverage great 2021 results to deliver more positives to its members in 2022, according to CEO, Paul Esposito.

Paul Esposito CEO Independent Liquor Group

RETAIL & WHOLESALE

Independent Liquor Group (ILG) achieved a record breaking financial result in 2021 with year-end sales revenue up 24 per cent. The co-operative’s membership grew by 12 per cent through the year with an ongoing rise expected into 2022; and member rebates were up by 25 per cent. Equity grew from $19.5m to $23m, with total assets up at $97m. Earnings were up six per cent with underlying profit also up at $3.1m, allowing ILG to make a $2m repayment to its Treasury Corp Loan and reduce the debt for its Erskine Park facility to $6m. In 2021, ILG’s focus was to give members the ability and freedom to promote products

want to lower distribution cost, get better

built warehouse that will allow consistency

that reflect their communities in both press

prices from our suppliers and share greater

in processes across all three sites with

and digital platforms. This resulted with

earnings to our members.”

enhanced operational capabilities.

significant sales increases with retail banners

ILG will also continue to focus on

Focus for 2022

Victoria, growing its customer base

ILG CEO, Paul Esposito, told National

In August 2021, ILG soft launched its

and giving Victorian hospitality and

Liquor News that achieving growth amidst the

premium Fleet Street banner at Camp Hill

independent retailers an opportunity to join

pandemic was a challenge, but it’s a testament

in Queensland, a first for the state. It was a

the co-operative.

to ILG’s agility and united front as a family.

great success, with the store already seeing

Moving forward, ILG will strive to continue

increased basket spend and foot traffic.

experiencing 26 per cent growth

growing its membership, while increasing recognition of ILG as a co-operative.

During the pandemic, ILG introduced segments of its e-commerce platform to

Following Camp Hill, Brisbane River Fine

allow members to trade online through

Wines and Spirits launched under the banner,

periods of lockdown. But in early 2022, the

“ILG is built on its members, not

with two more sites in Queensland and three

co-operative’s full e-commerce solution will

investors, shareholders, or speculators.

more in NSW being considered to potentially

be executed and is expected to boost sales

We can operate at a lower cost than our

commence in the first quarter of 2022. The

for members.

for-profit competitors because we do not

brand is gaining momentum, with 17 existing

Esposito concluded: “The co-operatives

need to reward investors. We are equitable

stores and expressions of interest on the rise,

family virtue has never been more evident

because we reward members in relation

and ILG is carefully reviewing applications to

with the outpour of co-operation and

to their engagement with ILG rather than

ensure that the brand’s image and personality

support from various stakeholders. We

investor shareholding,” Esposito said.

are maintained.

appreciate the understanding and patience

“Our goal moving forward is to recruit

The next focus in Queensland will be to

extended by our members amidst their

more members so we can increase our

purchase real estate to house distribution

most vulnerable times and for keeping their

influence of power in the marketplace. We

operations. The preference is for a purpose-

loyalty and patronage to ILG.”

■

February 2022 | 77

Independent Liquor Retailers

ILR builds on its most profitable year ever

Corey Leeson, General Manager of Independent Liquor Retailers (ILR), explains how the group will continue its focus on improving member profitability in 2022.

Corey Leeson General Manager Independent Liquor Retailers

The Independent Liquor Retailers (ILR) banner group is coming off the back of its most profitable financial year to date in 2021. As a non-profit business, this delivered

RETAIL

the highest profit share for members in the

“I truly believe our consistent pricing and diversity of range has kept consumers coming back.”

group’s 20 year history, with rebates growing 34 per cent on average. General Manager, Corey Leeson, said more great results are anticipated for the year ahead, driven largely by the increasingly popular movement to support local independent businesses, complemented

Corey Leeson

by ILR’s focus on improving member

General Manager Independent Liquor Retailers

profitability. “After having such a successful past couple of years, we plan to get back to our

part of our program and also market more

anything, it’s that life is very unpredictable.

core business of focussing on reducing

products relevant to that regions share of

This alone provides challenges as you don’t

our cost of goods to improve profitability,

each category,” said Leeson.

know what to expect. We have to ensure we

ensuring our marketing is more targeted

have solid foundations as a business and can

and engaging to drive customers to our

Embracing new opportunity

adapt to changes in the marketplace. Also,

stores and delivering services and offers that

In addition to heroing locality, other

with the sheer amount of new products

help our members reduce business costs,”

opportunities of 2022 will be those that

and diversification of consumers drinking

Leeson said.

extend upon the great work that ILR and its

preferences, it is tough to know what to

“With the growth and increasing

members already do in-store on a daily basis.

support and what not to. Hence, data and

importance of supporting local products and

By being prepared for these opportunities,

shopper insights are so important to help

businesses, we are in the enviable position

Leeson said ILR will be well equipped to

provide facts to support our decision making.

of being a true local with having the brand

adapt to the unpredictable nature of the

“[Our members] have been at the

Local Liquor. Therefore, we want to own this

market as the pandemic stretches on.

forefront of this pandemic and continued

space and get the message to consumers of

“The biggest opportunities we see are

to open their doors, provide great specials

supporting the local because we support the

embracing new technologies and data to

and offers and not take their customers for

local community, locally produced products

better understand our shoppers and to

granted. I truly believe our consistent pricing

and the money stays in the town.”

make more informed decisions with our

and diversity of range has kept consumers

One of the actions that ILR will be

promotion and marketing plans. This will

coming back. We have worked hard on our

taking in the year ahead to communicate

ensure we are providing relevant ads to

product mix and category management to

its local credentials will be embarking on

the right consumers in the right markets,

ensure we are providing the right offers at

a campaign to ‘own the local’, which will

therefore, eliminating wastage and

the right time to the right consumers. If

segment marketing into different regions and

providing a better return on investment,”

we can keep playing to our strengths and

advertise products relevant to each region.

Leeson explained.

capitalise on market trends, we will be in a

“This allows local suppliers to become a 78 | National Liquor News

“If the last couple of years have taught us

strong position for 2022.”

■

Our colour is

Rosé Rosé What’s yours?

Lion

SUPPLIER

Lion begins a new year with new leadership David Smith has officially stepped into the Managing Director’s chair at Lion and is ready for a big year ahead.

In 2021, Lion shifted to a more consumer-

David Smith Managing Director Lion

2022 trend predictions

focused mindset and added some new faces

Smith has highlighted what he thinks will

to its Australian leadership team, including

be the key beer trends throughout 2022:

David Smith who has stepped into the

• We will continue to see more in the no

Managing Director role this month.

and low-alcohol space as people look

Smith joins Lion from Diageo where

to moderate.

he was most recently Managing Director,

• There will be further resurgence in

Southern Europe. He replaces outgoing

classics – propelled by innovative new

Managing Director, James Brindley, who

brand campaigns, like what we’ve seen

held the role for 12 years.

with XXXX and Courtney Act.

Smith told National Liquor News that it’s

• Sustainability will be at the core of

great to be back in the Australian drinks and

brand propositions, not just from

hospitality industry, “which is undoubtedly

an environmental point of view, but

one of the very best in the world”.

really focusing on community and

“I am looking forward to working with

responsibility too.

the great team at Lion to build our brands, the business and create value for our customers and partners.”

Victoria. Towards the end of the year, we

Australians together in the spirit of sociability.

Lion’s core purpose for 2022 will be to

weren’t immune from the supply chain

“We know we have a big job ahead of us

champion sociability and reinvigorate the

challenges that have only been exacerbated

this year on this extended recovery we’re all

on-premise, which has suffered through

by Omicron, and we continue to feel our way

facing across the industry,” he said.

extended periods of lockdown during

through this evolving situation. We are very

“We’ve made it our mission to ease the

the pandemic.

grateful to our customers for their patience

burden for our customers throughout the

and support as we have navigated this.

various challenges we’ve collectively faced as

Smith said that despite the challenges of 2021, it was still a busy and productive

“We also continued to support Australia’s

an industry. From keg returns to corporate

year for Lion with lots of product launches

‘locals’ with the inaugural National Local

and brand campaigns, you can expect to see

and acquisitions.

Day to celebrate the invaluable role local

more of this in 2022 and beyond.”

“We launched James Squire Zero – Australia’s first craft alcohol-free beer, saw

pubs, clubs, hotels and bars play in keeping us connected and sociable.

In keeping with Lion’s core purpose of championing sociability, the business

White Claw go from strength to strength

“Of course, the acquisition of Fermentum

announced a partnership with Gus Worland’s

as the country’s number one seltzer brand,

Group was another highlight and it’s terrific

mental fitness charity, Gotcha4Life, in late 2021

launched XXXX Dry nationally, and

to kick off the year with this incredible line

and it will continue to be a key priority in 2022.

brought the leading IPA brand in the United

up of brands, including Stone & Wood, as

“We are really excited about this

States, New Belgium’s Voodoo Ranger, down

part of the Lion family.”

under,” he said.

partnership, which will facilitate mental

Smith said he hopes to return to more

fitness programs in regional pubs and clubs

“We felt the impacts of numerous

normal operating conditions in 2022, and to

over the next 12-24 months, so this will be a

lockdowns and extended closures of the

help enliven the industry again with Lion’s

major focus of our community investment

on-premise – particularly in NSW and

leading brands and moments that bring

program this year,” says Smith.

80 | National Liquor News

■

Liquor Barons

Liquor Barons continues growth trajectory Western Australian cooperative Liquor Barons has enjoyed growth in membership numbers and revenue over the past 12 months.

Liquor Barons enjoyed a successful 2021, with the Western Australian cooperative continuing to see like for like growth and increased brand loyalty.

Chris O’Brien General Manager Liquor Barons

Chris O’Brien accepts the Australian Institute of Management’s Marketing Excellence Award for Liquor Barons’ Legit Locals campaign

RETAIL

General Manager Chris O’Brien told National Liquor News that single digit growth had continued throughout 2021, and is expected to remain into 2022. There were three key highlights for Liquor Barons in 2021 - an increase in membership, with store numbers growing to more than 90 outlets; an increase in market share; and the strength of the group’s marketing campaigns, which continue to focus on the Liquor Barons brand as opposed to product or price. O’Brien explains: “The Legit Locals campaign has really put our brand into a particularly strong position within Western Australia. The Liquor Barons branding now not only attracts more people, but it has increased performance in our brand health numbers.” When it comes to challenges, staff recruitment has been a key concern at all levels, from frontline store workers up to professional and managerial levels. Tough border restrictions have eliminated the migrant workforce and further to that, the mining sector is booming and there are a plethora of jobs paying more than $150k. “It’s difficult to maintain customer facing staff when those sorts of alternatives are available,” says O’Brien, who also points out that it’s a difficult position to be in when the business is growing but is short staffed.

Independent retail is the new on-premise for growing brands O’Brien says the age-old adage of ‘you grow brands in the on-premise’ is no longer true and that independent retail has become a more trusted source of generating trial of new products. “I think independent retail had evolved incredibly and

“If we took a poll of our 90 member stores, I think that every one would have at least one or two roles to fill. What we’re seeing in hospitality venues is that they’re closing for two or three days a week

has proven itself as a trusted source of information and education,” he says. “It’s almost like independent retailers are the new on-

just to make sure their staff get a break, and there is the potential

premise. I think you grow brands in the off-premise and

that we could get to that point too, where liquor stores and hotels

the local expert at independent liquor stores is now a key

need to close or operate on reduced hours, to give their exhausted staff a rest,” he added. Looking ahead to 2022, O’Brien says the key focus areas for Liquor Barons will be growing revenue, growing margins in-store, and growing its customer base through the next phase of the awardwinning Legit Locals marketing campaign. In 2021, the Legit Locals campaign picked up the Australian Institute of Management’s Marketing Excellence Award, and achievement that O’Brien says he “couldn’t be prouder of ”.

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influencer when it comes to creating trial with new products. “During COVID, where consumers haven’t been able to use the on-premise, brands returned to the high street and gave indie retailers a go, and have found the experience to be really rewarding, so they haven’t left. “Indie retailers should be really proud of themselves, because they are doing a great job. They are growing new products and creating trial, and really proving that independent retailers are the new on-premise.”

February 2022 | 81

Liquor Legends

Liquor Legends toasts a record-breaking 2021 Online sales, digital marketing and strong promotional activity have contributed to a year of incredible success for Liquor Legends.

John Carmody Managing Director Liquor Legends

Liquor Legends saw out 2021 with a flourish, with online playing a key part according to Managing Director, John Carmody.

RETAIL

“A key success of late was our Black Friday sale, where we achieved our largest day ever online,” he told National Liquor News. “In a single day, we almost achieved an entire weeks’ worth of sales.” E-commerce has been a gamechanger for Liquor Legends, delivering some extraordinary returns. “Our online sales are up 1000 per cent on last year,

RTDs drive growth The Liquor Legends network has benefited from a booming RTD market in the past two years, beginning

with a positive trajectory in sales maintained week to

a massive growth

week,” Carmody explained.

trajectory in 2020

“We have come leaps and bounds ahead of where

with no sign

we were at the same time in 2020, and we have no

of slowing.

plans of slowing down.”

Carmody said

Indeed, Carmody says that immediate focuses

RTDs now account

Industry influences Carmody tips certain consumer behaviours developed during the pandemic will continue into 2022. “Based on this year, we think customers will

for the group in 2022 will include the creation of

for 37 per cent of

continue to enjoy premium products and the at-home

a multitude of innovative point of sale options to

total sales across

occasion,” he said.

support members, and constant improvements to

the group, with

the company’s online platform.

premium RTDs

Customers are rewarding themselves to something

alone showing

better in quality and enjoying it at home. We have

Carmody is aware however, that the same tactics that work in bricks and mortar locations might not translate to the digital space. “It’s a different shopper. The customer has the

45 per cent growth compared to 2020.

“Buying better is the number one trend for us.

seen this across all categories and don’t think that it will stop anytime soon.” Nevertheless, despite Liquor Legends’ triumphs

power – they can browse and compare us to other

this year, Carmody recognises the challenges faced

retailers. We need to deliver the best possible

by the drinks business.

experience to keep them engaged,” he said. “Reward them, and get our messaging spot on to let them know why Liquor Legends should be their preferred retailer.” According to Carmody, marketing and customer base are two more areas where Liquor Legends will look to improve in 2022, with an ambition of: “More targeted campaigns around key dates, and more opportunities for our venues to recruit new membership.”

82 | National Liquor News

“Our online sales are up 1000 per cent on last year, with a positive trajectory in sales maintained week to week.” John Carmody Managing Director Liquor Legends

“It’s been a difficult year for the industry, with uncertainty surrounding lockdowns and stock shortages,” he said. Carmody believes it is these uncertainties that have necessitated the rise of e-commerce in the industry. “We are seeing the digital lightbulb turn on for all parties involved in the industry,” he added. “Previously this space was almost exclusively dominated by national chains and a few direct to customer players, however the independents are catching up!”

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Liquor Marketing Group

LMG hones in on e-commerce excellence Gavin Saunders, CEO of Liquor Marketing Group, details how the company has recorded back-to-back record years.

Gavin Saunders CEO Liquor Marketing Group

Reflecting on the last few years of business for Liquor Marketing Group (LMG), CEO Gavin Saunders could not be happier.

RETAIL

“LMG enjoyed a record 2021. Both like-for-like members’ businesses and total membership is set to close the calendar year with eight per cent growth,” he said. “This is an extraordinary result given the performance we are cycling in 2020, with 2021 up an incredible 30 per cent versus 2019.” And the pattern goes even further, as Saunders explains to National Liquor News; LMG has actually notched up 18 consecutive quarters of growth, the equivalent of four and half years. Nevertheless, Saunders is determined that LMG maintains its focus and brings this momentum into 2022. A key area for the business will be the development of its online presence. “In 2022, we will have a particularly strong emphasis on digital marketing and e-commerce,” Saunders said. “LMG e-commerce and support

Key growth drivers in 2021 and beyond • Retail Refresh Program: LMG is rolling out 75 refreshed stores in the 2022 financial year, with further roll-out plans in 2023 • E-commerce: LMG’s platform has doubled 2020’s extraordinary sales by volume result in 2021. • Digital and social marketing: targeted marketing and social reach is driving awareness and conversion of marketing campaigns. • Member support: LMG Business Development Managers and field teams have partnered with members to identify opportunities within their businesses and catchments to grow member profitability.

digital marketing activity have resulted in fantastic growth over the past two

all the benefits of an in-store shop (including

stores, both in transaction count and value

years, with adoption levels rising during

range and pricing) with the convenience of

per transaction,” Saunders said.

COVID restrictions.”

one hour delivery.”

Looking to the year ahead, increased

According to Saunders, e-commerce

Yet, it’s not all about the online space

transaction value and premiumisation is a

offers a wonderful opportunity for retailers,

for LMG, with the organisation continuing

trend Saunders has noted as growing over

with average basket size more than double

to go above and beyond to support

the last few years, and one he tips to continue.

those found in-store.

its traditional brick and mortar

“Premium spirits priced $58+ is growing

Describing the specific benefits,

membership. For example, 2021 saw

at +22 per cent, premium wine over $30 is

Saunders said: “LMG’s platform is unique

LMG’s retail refresh program rolled out

up 24 per cent, and craft beer has increased

from others as it connects to each store’s

to 25 locations.

by 13 per cent,” Saunders said.

POS to allow ‘Your Store, Your Pricing and

“The impact of the program is evident

Your Range’. Therefore, the consumer enjoys

in the trading results of the completed

84 | National Liquor News

“Premiumisation is still a clear growth driver across the total alcohol category.”

■

Australia embraces a Lyre’s lifestyle Lyre’s is experiencing huge success as more consumers than ever seek out non-alcoholic drinks alternatives.

Non-alcoholic drinks producer, Lyre’s Spirit Co, has been riding the burgeoning no and low alcohol wave in Australia since the business began in Sydney in 2019. With big dreams from the start, Lyre’s has exploded on an international scale to become one of the quickest growing drinks brands to ever come from Australia, now available in more than 50 countries and experiencing four digit growth.

Paul Gloster Chief Marketing Officer Lyre’s Spirit Co

“Our biggest success has been the way the Australian market, both trade and consumers, has embraced Lyre’s and the whole concept of non-alcoholic spirits.” Paul Gloster Chief Marketing Officer Lyre’s Spirit Co

But for Chief Marketing Officer, Paul Gloster, it’s the incredible results on home soil that have been a huge highlight for the brand in the past year. “Our biggest success has been the way the Australian market, both trade and consumers, has embraced Lyre’s and the whole concept of non-alcoholic spirits. We really feel like it’s broken through from being a trend on the horizon to being something people are actually really embracing,” Gloster told National Liquor News. “We’re seeing reports globally that Australia is starting to lead the world in adoption of non-alcoholic [drinks alternatives].” Lyre’s has played a key role in helping Australian consumers see the non-alcoholic drinks market as a really credible part of the industry, and that is illustrated in its great results and developments in 2021. This includes the recent launch of Classico, the brand’s first full size non-alcoholic sparkling wine, which Gloster described as an “amazing success” just weeks after launch. This was then joined by two non-alcoholic agave spirits, as well as a London Pink Spirit, which will have 10 per cent of all Australian sales donated to the McGrath Foundation. Another bright spot of the Lyre’s portfolio alongside the new releases has been the RTD range, allowing consumers to partake in non-alcoholic drinks in an easy and convenient format. For 2022, Gloster said the focus will be about building on these successes and “continuing to accelerate growth from momentum we’ve picked up… It’s really about putting our foot down next year in 2022, as much as we possibly can. “We’ve always got a couple of things in the pipeline, rounding out the rest of the portfolio. So there will be even more ways you can make it a Lyre’s.”

■

A message to retailers As the biggest local non-alcoholic spirits producer, Gloster said Lyre’s has an important message for retailers about the sector now is the time to get on board with the no and low alcohol trend. “Definitely get behind the trend and support it. It’s happened it’s not just coming soon, it’s here,” Gloster said. “There’s always consumers that are looking for a high quality non-alcoholic substitute, and having that ranged in your store is really important going forward. This trend is definitely not going away.”

February 2022 | 85

SUPPLIER

Lyre’s Spirit Co

MEXINK

SUPPLIER

MEXINK: disrupting Australia’s ready to drink market

Kieron Prenter Founder and Head of Mixology MEXINK

Kieron Prenter, Founder of canned margarita company MEXINK, explains how the brand transitioned from an in-house offering to RTD success story. The old adage ‘necessity is the mother of creation’ applies well to MEXINK’s origin, with the company created as a result of the pandemic, according to Founder and Head of Mixology Kieron Prenter. “During COVID lockdowns, there was a huge demand coming from patrons at my Narrabeen restaurant, Mexicano, for margaritas to-go, so that was the inspiration to start canning them,” he said. “Word spread like wildfire and demand for my RTD margaritas absolutely skyrocketed. We had queues lining up and down the street for them. I started exploring the market and looking into larger scale production, and it became obvious there was a gap in the market for a premium, bartender-quality product.”

Expansion plans for 2022

Since its recent launch in September 2021, it

MEXINK will be continuing to roll-out its original

has been a story of rapid expansion for the brand.

range in the year ahead, both in retail and on tap

MEXINK is stocked in more than 40 locations,

at venues. The core range currently consists of:

including independent retail and on tap at iconic

• Mexi-Shaken Classic Margarita

venues like Neutral Bay’s The Oaks Hotel. Australia is one of the world’s largest RTD markets, with canned cocktails enjoying rocketing popularity as consumers look to enjoy cocktails at their convenience on beaches and in backyards across the country. This is particularly true of tequila-based ready-made cocktails, with Prenter likening their boom to ongoing gin renaissance. He believes the success of his brand is part of a larger trend towards premiumisation, noting: “Whether drinking on their couch, at a picnic, or at a venue, Australians are really after quality. “They’re not drinking for the sake of it, but really

“MEXINK has struck the perfect trio of market demand, premium appeal, and just a genuinely great tasting product.” Kieron Prenter Founder and Head of Mixology MEXINK

• Coco-ho Coconut Margarita • Jalapeño Spicy Margarita • Passion Passionfruit Margarita Prenter says MEXINK is also currently in testing for new flavours, expected to hit the market later in 2022.

believes sets his brand apart, in an increasingly contested canned margarita space. “Our differentiation is premiumisation – which consumers really value. We’re already seeing a rapid gain of market share over more established competitors,” he said. “It simply comes down to getting liquid on lips. Once

want to enjoy authentic flavours. And so we’re finding

people try it, they taste the difference compared to all

that they’re searching for premium ready-made

other canned margaritas on the market.

products that equal what they would get from a topnotch cocktail bar.” For Prenter, it is this premium quality that he 86 | National Liquor News

“MEXINK has struck the perfect trio of market demand, premium appeal, and just a genuinely great tasting product.”

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Calabria Family Wine Group believes in selecting and working with high-quality brands that share their core family values of working hard, being innovative and staying true to your vision. “Our expansion from a single producer-owned and operated wine company to a wine group housing some of Australia’s best-loved wine brands, and a selection of diverse international wine distribution partnerships, is an exicting time in our 75 year history.” Bill Calabria. Discover more at calabriafamilywinegroup.com

Never Never Distilling Co.

SUPPLIER

Exciting times ahead for Never Never Never Never Distilling Co. counts itself lucky to have navigated the challenges of last year well, and predicts an exceptional year ahead.

“Rollercoaster might have been a word

vintages, and we have a couple more very

we used in 2020, but 2021 was a whole

exciting Dark Series collaborations we’ve

new level,” explains George Georgiadis,

started working on.”

Managing Director of Never Never Distilling Co.

Another element that Never Never has on its radar is the relentless popularity of

“Overall though, we were super lucky.

the RTD category, and without giving too

South Australia had a good run of things,

much away, Georgiadis said: “We’re keen

and our large outdoor venue managed the

to see if we can pack a bunch of flavour in

restrictions well.”

a premixed format and make it super tasty

Despite challenges, there were many

without compromising.”

George Georgiadis Co-founder and Managing Director Never Never Distilling Co.

Planning a sustainable future Alongside its distribution partner Proof & Company, Never Never is part of the ecoSPIRITS movement. Described as ‘an innovative closed-loop distribution system,’ ecoSPIRITS dramatically reduces packaging and transport cost, with a near total elimination of packaging

other bright points for the company

Also on the cards for 2022 is excitement

throughout the year too, as Georgiadis is

about a more open future, with Georgiadis

vessels to considerably reduce

keen to emphasise.

admitting it has been a challenge to not

the number of bottles produced,

be able to travel and promote the Never

claiming to save 550 grams of

Never brand.

emissions per bottle saved.

“The main highlight was managing to grow and develop our young team, including bringing on our first employee

He said: “We can’t wait to jump on a plane

outside of Adelaide, Shay Chamberlain, as

again and visit all the beautiful bars around

our Melbourne-based Brand Ambassador,”

the country for a martini. We might even

he said.

have to make it a national martini tour.”

It wasn’t just the team that expanded, with Never Never adding to its range through collaborations with venues - producing an Argo Gin for Argo Bar at the Four Seasons in Hong Kong, and an Oyster Shell Gin for the Society Restaurant in Melbourne. Recognition for the brand was also forthcoming at industry awards. Never Never defended its title as Australia’s Best Distillery at the 2021 Australian Distilled Spirit awards, and also made Drinks International’s Top 10 Global Gin Brands for the third time. As for ambitions for 2022, Georgiadis is keeping it simple. He said: “We’re going to keep on doing what we do best – making great gin and spreading the word. “Right now we’re working hard on our seasonal Juniper Freak and Ginache 88 | National Liquor News

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waste. It uses larger reusable glass

Georgiadis also suggests that a new production space, recently leased by Never Never, will allow them to invest in more sustainable water usage, energy consumption and waste recovery.

Nip Of Courage

Nip of Courage tirelessly supports Aussie spirits

Kathleen Davies Founder Nip Of Courage

After officially launching NOC Wholesale in 2021, Nip Of Courage is continuing its core purpose of educating trade and consumers about the benefits of Australian spirits. Last year was a very important one for Australian

local distillers. But as a small business in the

Key spirit trends that will define 2022

pandemic, this wasn’t without its challenges, as

Davies predicted the spirits

Founder Kathleen Davies said.

industry in Australia will be

spirits hub Nip Of Courage, as it continued to transform the business and passionately support

2021 was a frustrating year - a bit like trying to drive

things this year, including:

a car forward with the handbrake on,” Davies said.

• Global and local supply chain issues will continue

“The greatest challenge was maintaining a

throughout 2022.

safe and healthy environment to operate in for

• Premiumisation in

our team, industry partners and our valued

the spirits sector will

customers. We achieved this through constantly

continue to trend.

assessing risk and strategic planning.”

•C onsumers will experiment

Nip Of Courage was still able to welcome some

with making quality

great wins through the year. After all, it was in

cocktails at home.

2021 that the company launched its wholesale

• Consumers and trade will

distribution arm, NOC Wholesale, while also building out a huge consumer-facing online

But despite this early success, Davies realises

store. Along the way it launched a portfolio mini-

there is still a lot of work ahead in the next 12

magazine entitled 1992; received international

months for Nip Of Courage as it continues to

recognition for its ethical contribution to the

“tirelessly educate trade and consumers about

spirits industry; and also supported a growing

the benefits of supporting Australian craft spirits.”

team that works hard behind the scenes to make

“Quite simply we haven’t scratched the surface

all of this happen.

as far as reaching out to all of our potential

Davies said: “One of the main highlights was

wholesale customers. As states and territories

being able to develop, activate and build a strong

begin to open up we will be running trade

team around our new wholesaler service. We

awareness campaigns to highlight Aussie craft

launched NOC Wholesale in late July 2021 and

spirits to grow our customer base,” she added.

the response has been overwhelming.

“The challenge is that in terms of market share

“We have signed up almost 200 Australian

for locally produced spirits, Australia is way

craft distilleries and our portfolio now exceeds

behind markets like the US and UK. We need to

700 SKUs in our warehouses. Giving the smaller

grow market share for Australian craft spirits to

lesser known distilleries the opportunity to be

create more job opportunities and stimulate the

discovered and accessed easily through our

local economy after what has been a horrendous

service has been a real thrill for our team.”

two years for small spirit producers.”

■

seek sustainably made local craft spirits. • Australian rum will receive more attention as local producers launch decent volumes of premium rum into the Australian marketplace in 2022. • Australian whisky market share is tipped to rise with decent volumes of whisky coming of age from larger craft distilleries. • Australian gin will continue to boom with quality brands leading the way.

February 2022 | 89

WHOLESALE

influenced by a number of

“Like most small businesses in our industry,

Pernod Ricard Winemakers

SUPPLIER

Innovation key for Pernod Ricard Winemakers Pernod Ricard Winemakers will continue to surprise and delight consumers in 2022, as well as bring new people into the wine and spirits category.

Bryan Fry CEO Pernod Ricard Winemakers

Despite the ongoing challenges presented by the pandemic, Pernod Ricard Winemakers continued to innovate at pace throughout 2021. Navigating through further lockdowns and persistent supply challenges, the team was able to launch several new wines, spirits and RTDs into the Australian market, including the Jacob’s Creek FOMO range, St Hugo DR3, the relaunch of the Orlando brand, and Malfy & Tonic. CEO Bryan Fry told National Liquor News, the immediate focus in 2022 will be on four key areas: supporting staff and customers during these continued challenging times re COVID; continued premiumisation of the portfolio, managing ongoing stock constraints, and landing the company’s innovation pipeline. “On the challenges around supply chain, we know disruptions to the global supply network and the resulting pressure on our stock availability will remain a challenge for the foreseeable future. Our teams will continue to mitigate risk and work closely with our domestic customers to ensure stock is appropriately managed,” he said. Pernod Ricard Winemakers, for many years, has had the vision

“The latest innovation out of the Jacob’s Creek brand, FOMO –

to be “creators of conviviality”, and this will continue to be a priority

Fresh Outta Moscato & Moscato Rosé, addresses all three of these

in 2022.

trends, while also trying to recruit new consumers into the wine

“As creators of conviviality, we want to continue to be creative

category,” Fry said.

and adaptable to surprise and delight those who drink our products,

Looking further ahead, the construction of a new glass and

as well as bring new people into the wine and spirits category. We

canning line in the Barossa Valley is set for completion this year,

will do this by bringing new innovations to the market in terms of

which will open many new opportunities for Pernod Ricard

products and experiences that tap into key category trends,” Fry said.

Winemakers.

For example, he pointed to the momentum of rosé in Australia,

“The new line will enable us to be a centre of excellence in the

which has grown at +15 per cent* and continued to be one of the

Pacific and have the ability to satisfy the ever-changing tastes of

strongest growing varietals over the past year. Consumers have also

Australian consumers,” Fry said.

been looking for alternative packaging formats that would better fit into their lifestyle. “We were able to capitalise on these trends post-lockdown, when consumers were looking for a crisp summer wine in a smaller format

“We are also hopeful that the forthcoming early harvest trade agreement between Australia and India will open up more opportunities for Australian wine exports – we see huge potential for the Australian wine category in India.

suited to picnics, with the launch of Rosie, a French style rosé with

“As an industry, we should be discussing opportunities to trade

a dash of sparkling water and Shiraz available in 330ml bottles,”

in new markets. This is particularly important as we look to offset

Fry said.

the loss of the Chinese market. Having improved market access to a

Pernod Ricard Winemakers expects that rosé will continue to perform

country like India, where there is huge potential for Australian wine

■

strongly in 2022, that there will also be further growth in low-calorie

to thrive, will require industry collaboration.”

options, and strong brands of wine over $15 will continue to grow.

*Source: IWSR Report 2021 (AU), CAGR 2019-2020. Vol 9Lc

90 | National Liquor News

Red Bottle Group

Red Bottle ready to ‘retail better’ The independent family-owned retail group has turned a challenging year into an opportunity for improvement.

Josh Towers General Manager Red Bottle Group

With the COVID-19 pandemic significantly reducing the usual customer pool of Sydney CBD based retail group Red Bottle, 2021 was

RETAIL

another challenging year. For General Manager, Josh Towers, this gave the group a unique opportunity to improve the business and turn a tough situation into one of growth. “Our successes were driven by how we managed this challenging environment and how our agility as a hands-on family business meant we could use the lockdown periods to work on, as well as in, many aspects of the total business,” Towers said. The 2021 achievements of Red Bottle were all about reinvigoration and expansion, when

it! So, we will be focusing on ensuring that we

many businesses sought to cut back. Last year,

meet our targets around supporting our stores

like in 2020, staff numbers weren’t reduced in

to ‘retail better’,” Towers said.

lockdowns and the group actually opened two

“Our customers continue to expect more –

new outlets while successfully integrating the

a better retail shopping experience and more

newly acquired Australian Wine Centre into

relevant choices in-store and online will be part

the business, and also completing a major

of the evolving landscape.

refurbishment to the Central Park store.

“We see that each of our stores sit in separate

People power A key focus of the business that is set to continue is its commitment to the people that make it all happen. “Without the right team, these past couple of years would have been very scarring. I am so

Within the business structure itself, Red

little ‘villages’, and as such it is important to cater

Bottle realigned and refocused strategic

to the different demographics accordingly…

management roles, examined and updated

Better use of category data and insights, as

each and every day, and I

technology, systems and procedures, and

well as better trained and informed managers

am eternally grateful to be

also leveraged its online presence to service

will allow us to keep driving individual store

surrounded by such a caring,

delivery orders quickly using its unique

performance.

passionate, and experienced

CBD locations.

“As an independently owned family

These are all areas that are now set up for

business, we don’t have the handcuffed

further momentum in 2022. With a focus

constraints of a large chain retailer so can

on specialised online and immediate home

better adjust our stores to take advantage of

delivery options, a reinvigorated corporate

emerging trends and categories. Because we

structure and a new warehouse and distribution

prioritise the importance to being able to adjust

centre, it will be all systems go for Red Bottle

quickly to new trends, we have appointed a

as Sydney comes back to life.

manager specifically to manage these emerging

“Of course, you can’t buy it if you can’t sell

categories.”

■

proud to be able to contribute towards instilling family values

team,” Towers said. “By investing in our people, reinvesting in our stores, and supporting supplier partners that share our core values and vision, I hope that Red Bottle can continue to champion the cause of good independent liquor retailing.”

February 2022 | 91

Thirsty Camel Victoria

Thirsty Camel VIC outperforms again Adrian Moelands

The Victorian retail group expects big things for 2022 after another strong year of growth in 2021.

General Manager Thirsty Camel Victoria

2021 was another massive year for Thirsty Camel VIC, showing the impact of transforming several components of the

RETAIL

business in recent years. General Manager, Adrian Moelands, said a strong and resilient membership has been built thanks to the group’s collaboration with partners and members to find the right range and the right price point for shoppers. Speaking of how this led to success in 2021, Moelands said: “Thirsty Camel members have been the heart of the community for a long period of time so consumers shopping local and supporting

“Expanding our range into key growth

local businesses made the partnership even

categories such as contemporary beer,

stronger with our communities.

high ABV, light spirits and RTD including

“Thirsty Camel’s large footprint of

gin and tequila, along with the emergence

drive thru made it easy for consumers to

of seltzers over the last 12 months,

shop safely and conveniently during the

has significantly contributed to our

pandemic - being able to offer contactless

growth within the Victorian business,”

shopping was an advantage.”

Moelands explained.

Performance-wise, this meant great

“The evolution of our Top Drops and

things for Thirsty Camel VIC last year,

Crafty Camel programs also tapped into

leading to positive predictions for 2022.

consumers’ desire to premiumise.”

The importance of loyalty Thirsty Camel VIC’s loyalty program, Hump Club, continues to be a main focus after being refreshed in 2021. “We are well aware how important loyalty is for our venues and that our Hump Club members spend more than the average alcohol consumer so we will continue to drive growth and innovation to

“Our 2021 numbers are outperforming

These programs will continue to be

unprecedented growth in 2020, underlined

explored this year to find the best categories

by success across all categories. We expect

of growth to drive value and profitability to

“We doubled the dollar value

this trend will extend into 2022 as shoppers

Thirsty Camel VIC members and partners.

through our loyalty program since

continue to balance occasions at home

Moelands said this exploration will

the same time last year as well as

with the return to on-premise venues,”

happen alongside “the launch of our new

unique customers doubling versus

Moelands said.

innovative model that will allow more

last year.”

The fundamental growth drivers that have set Thirsty Camel VIC up for such

retail stores to become part of the Thirsty Camel family.”

strong momentum revolve around a

More details about this will come later

revolutionised range that capitalises on

in the year, but Moelands also encouraged

key consumer trends, such as health and

retailers to get in touch to hear more in the

wellbeing and premiumisation.

meantime.

92 | National Liquor News

■

further increase that value back to stores,” Moelands said.

This will be built upon further this year by using data to better provide targeted value to customers, and innovations to find the best loyalty solutions for Thirsty Camel VIC drive thrus.

www.sidw

inderlife.c

om.au

Treasury Premium Brands

SUPPLIER

Treasury Premium Brands invests in a strong future

Peter Neilson Managing Director Treasury Premium Brands

Peter Neilson, Managing Director of Treasury Premium Brands, now a stand-alone division of Treasury Wine Estates, reflects on 2021’s challenges, and looks to the year ahead. For Peter Neilson, the Managing Director

In response, TPB released Squealing

of Treasury Premium Brands (TPB), 2021

Pig’s first ever Pinot Noir Rosé in a 1.5 litre

presented opportunity as well as difficulties.

magnum with a screen-printed label.

“Through the challenges, we’ve actually

This move towards the premium market

found a lot of opportunity to grow our

remains a priority heading into 2022, as

business, particularly through innovation,

Neilson explained: “The focus will be on four

e-commerce and accelerating our reach

key strategic areas – the expansion of a more

into other markets,” Neilson told National

premium focused with the acceleration in

Liquor News.

key growth markets; expanding our global,

“There’s no denying the pandemic

multi-COO sourcing footprint, as well as

changed the way people purchased wine,

the implementation of a fit for purpose cost

however, we are choosing to look forward

and capital base.”

at the opportunities that are now presented to us.”

Targeting the NOLO market Neilson says that TPB has noticed an increase in healthconsciousness amongst consumers, and that this trend is expected to continue. “With 48 per cent of Australian consumers now actively moderating their alcohol intake, the ‘lighter in alcohol’ category, which is currently worth $147m

Like many companies in the drinks

in retail sales value with nine

business, TPB has responded to the increase

per cent value growth, will

In particular, Neilson was proud of

in at-home consumption by prioritising

undoubtedly be the trend that

TPB’s team as they adapted successfully to

e-commerce and digital platforms. While

continues to grow,” Neilson

new situations.

the pandemic has accelerated off-premise

explained.

“An organisation’s strength lies in

drinking and online alcohol shopping,

its people. Through the dedication and

these are long-term trends, and TPB has

resilience of our people, we were able to

invested in their growth accordingly for

prove how efficiently and effectively we

the year ahead.

could resolve, reinvent or rebuild our strategy,” he said.

Another focus for the future relates to sustainability. The wine industry is

Just as the team has adapted, so has

likely to be heavily impacted by climate

TPB’s working culture, with the company

change in coming years, and TPB takes

implementing a hybrid work environment,

its responsibilities as a major agricultural

and allowing employees to choose how,

player sincerely.

when and where they work. TPB has also taken steps to enhance the training opportunities available to staff.

“We’re taking a much bolder step towards sustainability leadership,” Neilson said. “We’ve committed to net zero (scope

Another one of TPB’s highlights of

one and two) by 2030. With electricity

the last year was the premiumisation of

accounting for around 70 per cent of

its portfolio.

carbon emissions (scope one and two),

Neilson said: “We noticed that consumers

we’ve made the commitment to switch 100

were looking to trade up for more premium

per cent of our global business to renewable

experiences.”

electricity by 2024.”

94 | National Liquor News

■

TPB has already capitalised on this trend with the release of Wolf Blass’ ‘Zero’ portfolio, which consists of a sparkling Cuvée, a Shiraz and a Sauvignon Blanc.

Onwards and upwards for White Bay Beer Co The young Sydney-based brewery has learned a lot in 2021 which will help it continue strong momentum into 2022.

Luke Seager Sales Director White Bay Beer Co

In its first full calendar year of trading in 2021, White Bay Beer Co hit the ground running, with a number of highlights celebrated, a range of challenges overcome and ultimately a lot of learnings. Sales Director, Luke Seager, described some of these learning moments, and said: “We learnt how supportive our customers are. We learnt how resilient and innovative our White Bay team is and we learnt how caring the industry is for each other. We are extremely proud to be a part of it.” The pinnacle highlight for White Bay during this momentous time was the opening of its tap venue on the Balmain peninsula in Sydney. This has been complemented throughout the year with recognition for the brand’s products too. For example, Seager said there was: “The honour of having two of the top 10 best beers in GABS

“Our focus is to continue to be ourselves and

Sydney coming from White Bay and more and more

grow organically with our supporting partners. We’re

consumers experiencing White Bay beers through our

going to carry on making flavour packed brews across

on-premise and bottle shop partners. They’ve been

more styles. We’ll continue to focus on our core beers

huge supporters of ours with amazing feedback on

expansion into more on- and off-premise venues,

the quality of our beers and how much flavour our

whilst releasing some more ripping White Bay limited

brewing team are packing in.”

releases that people can experience across festivals and

Then there was the launch of White Bay Crusher,

supporting venues,” Seager explained.

the brewer’s third core beer in the market, which has

To meet these goals, there will be a lot of things

been met with fantastic feedback as it capitalises on

happening behind the scenes in 2022 at White Bay, as

one of the biggest enduring trends of today – the

it scales from its current position to reach new heights.

‘moderation beer’.

“Our focus is to continue to be ourselves and grow organically with our supporting partners.” Luke Seager Sales Director White Bay Beer Co

“Our brewers Dennis, Jess and the team have been

“[Crusher has] been referred to as a moderation

doing an amazing job keeping up with demand. We

beer that doesn’t drink like one due to the flavour

expect this to continue to increase, so ramping up

profile. Sitting in tank for 28 days, and packed with

our production capability, whilst not sacrificing on

nine grams of hops per litre, it’s an all occasion drink

the quality of our beers is imperative,” said Seager.

that is meeting the demands of people looking to

“As we grow, there is more to be done and

stay in control but not sacrifice on flavour. We expect

spread across the team. Like many young breweries,

Crusher to continue its fast momentum into 2022,”

balancing the needs and the wants with cash flow, that

Seager said.

best supports our customers, is a hire wire balancing

That momentum is something that White Bay

act. We want to continue our close relationships with

expects across the entire brand, driven from its main

our customers and be agile, so our compass will always

focus this year of staying authentic in everything it does.

point towards fostering that environment.”

■

February 2022 | 95

SUPPLIER

White Bay Beer Co

William Grant & Sons

SUPPLIER

‘Triple win’ strategy key for William Grant & Sons Colin Rochester, Managing Director ANZ at William Grant & Sons discusses how the company has benefited from a consistently balanced strategy.

Colin Rochester Managing Director ANZ William Grant & Sons

For Colin Rochester, Managing Director ANZ of William Grant and Sons, the challenges of the pandemic have revealed the strength of the company’s team. “I took great pride in the genuine support our local team offered to each other to thrive and survive in the last year,” Rochester said. “It was a reflection of our great culture and an acknowledgement that we are a family-owned business, and that we operate through our belief in the values of the business.”

Premium brands strong in 2021

Rochester credits this strength for

initiatives and collaborations, driven by the

ensuring the company is entering this new

local brand ambassadors, have exceeded

Both Glenfiddich and The Balvenie

year with the wind in its sails.

expectations.”

were identified as star performers in

“Despite 2021 having been uncertain

2021 also brought changes to Australian

the William Grant & Sons portfolio in

at best, thanks to the agility of our local

drinking habits, with disruption to the

the last year, with Rochester lauding

team, and continued strength in customer

on-premise resulting in a rise in at-

relationships, we are carrying excellent

home consumption and new possibilities

momentum into 2022,” he said.

for retailers.

In particular, Rochester is looking forward

“What 2021 has brought into focus is the

to maintaining the William Grant & Sons

opportunities around the at-home occasion,

‘triple win’ strategy – one that delivers success

with consumers looking to prepare, serve

for the consumer, customer and business.

and enjoy premium whisky and cocktails

“What this means is a continued focus

at-home,” Rochester said.

the whiskies’ ability to attract more advocates and retain customers. Meanwhile, another Scotch brand, Monkey Shoulder, impressed by drawing in younger drinkers, despite on-premise disruptions. Rochester also highlighted Hendrick’s Gin as maintaining its strong position in an increasingly

on our growth strategy for the whisky

William Grant & Sons leapt on this

portfolio, led by Glenfiddich, delivering a

opportunity, releasing its new range of

premium and distinctive leadership position

Batch and Bottle premade cocktails in

for Hendrick’s Gin and driving market

November 2021, which makes the at-home

Nevertheless, 2022 will pose its own

innovation through Monkey Shoulder,”

cocktail uncomplicated, while using well-

challenges to William Grant & Sons, with

Rochester explained.

known brands.

changes to customer taste, and pandemic

With the on-premise shuttered for

Rochester believes these trends will

months at a time during 2021, traditional

continue into 2022, especially the movement

avenues to market have been closed to

towards more premium products.

competitive field.

portfolio, but our value of ‘be responsible.’”

conditions, coming thick and fast. Rochester hopes the company will be able to maintain its imaginative approach to

brands. This led William Grant & Sons

“Consumers are still looking to enjoy

marketing, and noted: “The challenges will

to devise imaginative and unorthodox

premium quality over quantity at-home and

be to always be ahead of the curve in terms

campaigns, working with designers

in the on-trade,” he said.

of consumer and customer trends, tastes and

and creatives. As Rochester explained: “These cultural 96 | National Liquor News

“The ongoing trend of ‘drink less, but better’ plays into not only our premium

preferences with our brands, and to promote them in the most creative, distinctive ways.”

■

Townsville

Brisbane

Sydney

AT YO U R SERVICE

Melbourne

Operating from three well equipped distribution centres, Each complemented with experienced support staff Be a part of Australia’s largest Liquor Cooperative, ser vicing the industr y since 1975.

For more information contact Pat Kenny (NSW, ACT & VIC)

0409 308 341

www.ilg.com.au

Craig Stephenson (QLD)

0434 575 589

Wine Depot

Exponential growth for Wine Depot Wine Depot has strengthened its position in the digital beverages marketplace, with more great growth predicted in the year ahead.

Dean Taylor CEO and Founder Wine Depot

RETAIL & WHOLESALE

Wine Depot has experienced exponential growth across its sales, order management, payments, and logistics management platform over the past 12 months. Over the last two years, the business has grown to the point where it is now one of the country’s largest specialist beverage logistics providers, operating warehouses in Brisbane, Sydney, Melbourne, Adelaide, Perth, and a national distribution centre in Albury-Wodonga. In 2021, the number of buyers using the platform increased by 880 per cent; the volume of cases shipped increased by 1,100 per cent and operating revenue grew by a staggering 1,250 per cent. The number of staff directly employed also grew significantly from around 30 to 170. The business also successfully launched three new sales channels – Market, Direct, and Insider – providing suppliers with new avenues to make brands and products available to trade and consumers. In early 2022, Wine Depot will be launching a social media platform for the broader liquor industry, called Community. It will allow members to keep abreast of news around brands, products, venues, and trends. Community will be a new home for Australian wine and drinks industry discussions. Members will also have access to Insider (a staff drinks program

Dean Taylor, Founder and CEO of Wine Depot, told National Liquor

for the industry), where they can purchase direct from producers

News that managing the immense growth has been a challenge, but a

at highly competitive prices.

new warehouse and delivery fleet has helped to streamline processes. “We acquired Parton Wine Distribution and launched a

The acquisition of Kaddy

new controlled site in Adelaide which collectively increased our warehouse footprint by almost 30,000sqm. [And] to avoid the

In late 2021, Wine Depot strengthened its position at the

ever-increasing congestion experienced across Australia’s logistics

forefront of the digital alcoholic beverages market with

network, we launched our own dedicated delivery fleet servicing the

the acquisition of Kaddy. The merger of the two businesses

major capitals,” he said.

forms Australia’s largest alcohol-focused cloud-based logistics and marketplace platform. Taylor says the core focus in 2022 will be integrating Kaddy into Wine Depot’s technology and logistics platform. “Our vision is to rapidly grow this business into a $1 billion gross merchandise sales wholesale liquor marketplace and, in the process, provide the rapidly growing number of users on both sides of the marketplace a simpler, easier, and more profitable way to operate their businesses,” he said.

98 | National Liquor News

This allowed Wine Depot to maintain an average of 99.5 per cent deliveries arriving in full and on time in metro areas. Taylor added: “Our expanded national footprint, which includes temperature controlled, cold chain and bonded storage, provides us with the ability to service suppliers of any scale. “Over the next 12 months, our focus will be to take advantage of this infrastructure and our cost-effective routes to market to start onboarding much larger brands looking for an end-to-end national omnichannel solution.”

■

Yalumba invests in a strong future

Managing Director of Yalumba, Nick Waterman, describes how the company has navigated 2021 challenges to create a solid foundation for the year ahead.

Nick Waterman Managing Director Yalumba

Like many businesses in the Australian liquor industry, Yalumba faced a myriad of challenges in 2021. But despite this, Managing Director, Nick Waterman, said there were still many positives to the year as the company focused on ways it could improve, to overcome any issues it faced. “Overall 2021 had its challenges but many highlights for our business, including landing some key NPD to address the strength of ‘good for me’, lower alcohol and easy drinking wine styles,” Waterman said. “We have worked hard in our distribution businesses (Samuel Smith & Son and Negociants Australia) to implement the feedback from the Advantage survey. In 2021, we improved our ranking of all liquor suppliers from 22 to 13 and believe we can improve further in 2022.” Other highlights of the year include continuing to upskill trade customers and employees as a certified WSET educator, launching a multi-brand mega e-commerce site, having a breakthrough year for icon wine, Yalumba The Caley, and establishing a new grapevine germplasm and field nursery. Another significant highlight of the past year has been joining the International Wineries for Climate Action (IWCA), continuing Yalumba’s lasting concentration on sustainability. Waterman said: “Sustainability is something we have been

“Sustainability is something we have been committed to for generations and it continues to be a significant focus.” Nick Waterman

committed to for generations and it continues to be a significant

Managing Director Yalumba

focus. We have a sustainability project team addressing five pillars, being: Resilient Terroir; Viable Planet; Thriving Workforce; Prosperous Community; Responsible Governance. Each of these

This includes investing in brands at a consumer level so they have

pillars have specific actions and targets to achieve and we will publish

strong shelf presence in the retail space, and can withstand price

our progress toward these.

discounting and a predicted proliferation of ‘buyers’ own brands’

“As well as our own goals, through IWCA we are committed to

at the expense of established family brands.

a science-based approach to becoming carbon zero by 2050 with

Waterman described other focuses of this strategy and said: “We

interim targets along the way. In addition, we are committed to the

have a strong innovation agenda that will be our focus in the new

Sustainable Winegrowing Australia program and are working to

year and we will launch some key NPD to market. We invested

support our growers to also become certified.”

significantly in capability around insights and category as well as customer marketing to drive brand activations that are relevant in

Investing in a strong future

the context of our trade customers’ businesses and the consumers

Yalumba predicts a range of challenges for the wine industry in the

whom they target.

year ahead, for example, those relating to shipping, logistics, and

“Furthermore, we continue to invest in digitalisation, which will

the fallout from China providing an oversupply of wine locally. To

provide our customers with the choice of how they engage with us,

tackle this, Waterman said Yalumba will focus on areas that will

but will also allow more targeted data-driven content and activations

drive the greatest success.

for our trade customers.”

■

February 2022 | 99

SUPPLIER

Yalumba

Research & Associations

If we’ve learned anything lately, it’s that no two years are the same and planning for the future can be tough. We wanted to make that a bit easier, so we’ve gathered the top insights about what to expect from 2022 from shopper experts, industry associations and data analysts across the country.

100 | National Liquor News

Alcohol Beverages Australia

ABA champions positive change in its 2030 Vision

Promotion of responsible drinking, positive changes to the supply chain and responding to a changing jurisdictional environment are all high on the agenda for Alcohol Beverages Australia.

Andrew Wilsmore CEO Alcohol Beverages Australia

Alcohol Beverages Australia (ABA) CEO, Andrew Wilsmore, has heralded the organisation’s launch of its 2030 Vision a massive success amidst challenging conditions for trade bodies. “This major piece of work provided us with the unique opportunity to drive positive engagement from all facets of the supply and value chain, and will provide the pathway for our industry to reach its full potential,” Wilsmore said. ABA is fully aware of the great responsibilities invested in the organisation, both by the industry, and by responsible

Key aims for 2022

drinkers across Australia.

social and economic environment in which we operate,” Wilsmore explains. “We take an evidence-based, and wellresearched approach in representing the industry to ensure a balanced outcome

• Playing an active role in the World Health Organisation’s draft Global Alcohol Action Plan through positive collaboration with government. • Ensuring the Food Standards ANZ Review delivers on its Terms of Reference, and protecting Australia’s global reputation for producing safe food and drinks. • Representing the industry during the finalisation of the National Preventative Health Strategy, and the National Obesity Strategy.

– seeking to minimise harm, while not penalising the vast majority of Australians

rise in home consumption came at the

As an industry focussed on conviviality

who drink responsibly.”

expense of sales in our hospitality sector,

and bringing people together, losing that

Indeed, while a negative narrative

and that Australia’s culture of moderation

personal connection has been challenging.”

surrounding Australia’s relationship with

was maintained during lockdowns,”

And it is this conviviality that Wilsmore

alcohol does exist, Wilsmore is keen to point

Wilsmore said.

wants the trade to remember moving

to indicators that show a great social change,

The pandemic has placed a real strain not

into 2022.

with per capita alcohol consumption at a 50

only on the industry that ABA represents, but

“As we emerge from a COVID-restricted

year low, alongside a decline in ‘risky drinking’.

on the trade body’s own ability to organise.

environment, it will be important we

Like many in the industry, ABA has

It’s been one of the key challenges the

provide as much support in getting our

noticed changing consumer trends in the

organisation has had to overcome to continue

beleaguered hospitality industry back in

wake of the COVID-19 pandemic, especially

delivering positive outcomes for the industry.

full swing,” he said.

the growth of no and low alcohol products

As Wilsmore said: “It has hampered our

“We can only do this by example, so if

and at-home consumption.

ability to meet with important stakeholders

you are catching up with friends or family,

“We were a critical voice in ensuring

and be properly represented in the decision

make sure you consider doing so at a

key stakeholders understood that the

making processes for new regulations…

friendly venue near you!”

■

February 2022 | 101

ASSOCIATION

“Our goal as champions of the industry and responsible drinkers is to improve the

Alcohol Beverages Advertising Code

Record complaints and pre-vetting requests for ABAC

Harry Jenkins AO Chair ABAC

Social media and the pandemic continue to influence a high number of complaints and pre-vetting requests to the ABAC Panel.

2021 was another unprecedented year for

“It is pleasing to see this upward trend

Australia’s liquor industry and for the Alcohol

continue despite the practical and financial

Beverages Advertising Code (ABAC).

impact of the COVID-19 pandemic on the

A new record was set for ABAC Panel

alcohol industry,” Jenkins said.

complaints and decisions, with 288

“The service benefits the community in

complaints received and 153 decisions

identifying alcohol marketing that doesn’t

made, of which 80 resulted in Code

meet ABAC’s standards. In 2021, 501

breaches. Harry Jenkins AO, Chair of the

marketing communications were rejected

ABAC Management Committee, said this

and therefore did not enter the market.”

A message to the industry Jenkins said the biggest current message that ABAC has for the industry is to: “Educate yourselves on what you can do to ensure that you are marketing alcohol responsibly.” To help with this, ABAC has developed a comprehensive online training course,

was a significant increase on last year, which

Another positive of 2021 for ABAC includes

saw 208 complaints and 113 panel decisions,

the commissioning of JWS Research to explore

of which 53 resulted in Code breaches.

current public perceptions of alcohol marketing

to ABAC or not. Jenkins strongly

freely available to everyone in alcohol marketing, whether they are a signatory

ASSOCIATION

“Not surprisingly the COVID-19

and how the ABAC Complaints Panel aligns

encouraged everyone in the sector to

pandemic and associated government

with the understanding of a ‘reasonable

undertake the course, including business

restrictions to control the spread of the

person.’ Ultimately the research found that

owners, marketers, designers, and media

virus has been prominent both in marketing

Code standards and Panel decisions are

agencies. It only takes an hour and is the

references and complaints,” Jenkins said.

aligning with the expectations of a majority of

most efficient way to get the most up to

“The majority of ABAC complaints and

the community.

breaches in 2021 related to social media posts.”

ABAC was further filled with optimism this

When it comes to social media, one

year when the Australian Distillers Association

simple yet vital thing Jenkins recommended

became a signatory, enabling ABAC to directly

is age restriction controls, and this will be

engage with an additional 350 spirits industry

a focus area for ABAC in 2022. Its also

members. This will help tackle an ongoing

important to make sure that social media

challenge for the organisation – to reach newer

influencer marketing applies the same

industry entrants.

marketing standards in Australia, with 450 industry participants taking this step and a huge amount of positive feedback so far. The ABAC website also has a wide range of other materials and resources available to help in education, as well as the pre-vetting service, all of which

standards as traditional advertising, and

“ABAC will continue to encourage

posts aren’t showing alcohol consumption

large and small alcohol marketers to join

with activities that may be unsafe during or

ABAC and meet ABAC responsible alcohol

after drinking, such as swimming, surfing,

marketing standards. The organisations that

cycling or hiking on clifftops.

have made that commitment comprise over

Although it was a record year of

93 per cent of alcohol producer/distributor

complaints, there was also a positive record

and over 59 per cent of alcohol retailer media

set this year, with the highest level of pre-

spend in Australia and are commended for

vetting requests received in 2021, up 38 per

their voluntary commitment to responsible

cent on last year.

marketing practices,” Jenkins said.

102 | National Liquor News

date knowledge on responsible alcohol

■

will continue to be a focus for 2022.

Activate Group

Highlighting essential retail services

A fresh and broadened identity means great things for Activate Group in the year ahead.

Keith Quigg CEO Activate Group

Last year was one full of change for Activate Group, launched as the new identity for the Association of Sales and Marketing Companies Australasia (ASMCA). CEO Keith Quigg said this move was ultimately a successful one, and has set the association up for great things in 2022 and the coming years. “The change included a broadened level of skills within our board which has translated into a much stronger position within the retail industry. While this has brought about a much higher workload, the vision for the years to come is very achievable,” Quigg told National Liquor News. results for Activate Group were around

and the ways in which sustainability can be

reorganisation of their business and the

shared,” Quigg said.

collaboration with outsourced companies to

communication within different industry

“Activate will also start the development

sectors, highlighting the essential services

of a series of training and recognition

provided by merchandiser teams in the

programs for support teams. These programs

“Shopping from home will start to level

retail world. The association also launched

will have a much greater focus on retail roles

out, with the big winners being the grocery

a podcast series, which Quigg said was

than the current industry programs. They

and liquor retail outlets. Online allows for

another highlight of the year.

will be specific to roles within the industry

a much wider range of products from a

and will provide assurance of quality to

single source, something the consumer will

employers and clients.”

quickly applaud.” Quigg also said it will be more important

for focus on mental health in the workplace,

What will influence the retail sector in 2022?

all of which have been very well received.”

Quigg said there will be a few key consumer

work together for the best results, something

He said podcast episodes covered such topics of: “Comparing retail supply chain issues in the USA and Australia, the plight of keeping adequate staffing levels and the need

keep them balanced across all omnichannel sectors,” he said.

As things continue to change quickly, than ever for all corners of the retail sector to

Cross-industry communication and

trends that will influence the retail sector

that Activate Group aims to help facilitate.

support has been tipped as a focus area for

in the year ahead, as people continue to

“Both retailers and supplier companies

Activate Group in 2022 too, as it aims to

adapt to the developing circumstances of

should be looking at the speed of change and

share knowledge and create more learning

the pandemic.

the support they should have to maximise

opportunities. One example of this will be

“The balancing of omnichannel

that change. They should be having long

with Activate Group’s first Industry Report,

marketing will continue to confound some

discussions with the leading outsourcing

bringing together contributions from a

retail businesses. As individual supply

companies. They will discover that the

wide range of businesses, including the

companies find new methods of selling

support is not just the brands’ on-shelf

liquor industry.

directly to consumers, their relationships

support but a much greater level of digital

“The focus will be on the development of

with the establishment will need to change.

information, data analysis, marketing advice

cooperation between the industry elements

For many this will require a significant

and cost-saving opportunities.”

■

February 2022 | 103

ASSOCIATION

Other efforts of 2021 that delivered great

Cider Australia

Acknowledging Australian cider, despite difficulties

Warwick Billings President Cider Australia

Now in his second year as Cider Australia President, Warwick Billings discusses supporting the industry through tough times, and the exciting future of Australian cider. 2021 saw a milestone for Cider Australia: the belated 10th edition of the Australian Cider Awards. Following a postponement in 2020, and another earlier in 2021, Cider Australia was finally able to open entries in November 2021, with final judging occurring in January 2022. Cider Australia President, Warwick Billings, said: “While we could not fly any international judges to Australia this year, we are really chuffed with the depth of judging expertise on our team, despite the judging being in the middle of the summer holidays.” Postponement has been a theme for Cider Australia in recent years, with its Australian Cider Conference also pushed

Recipient cideries are able to display the mark

back until April 2022, when it will be held

on their packaging and products.

ASSOCIATION

as a hybrid event in WA. Despite these setbacks, Billings is proud that the organisation has been able to expand

“We have had a great response to the Trust Mark from producers and consumers,” Billings commented.

Nevertheless, Billings and Cider Australia will be resolutely supporting the industry into 2022 and beyond – particularly when it comes to certain packaging legislation. “We will continue to advocate for sensible

the Cider Awards, adding new categories

“I’m really pleased to report that over 60

labelling laws and a consistent approach to

including no and low alcohol, and herbs/

per cent of the ciders entered into the 2021

container deposit schemes across Australia,”

spices. Cider Australia has also launched a

Australian Cider Awards have the Trust

Billings said.

new competition entirely: Australia’s Best

Mark on the label.”

Cider Selection of the Year.

“Complying with these obligations

While keen to acknowledge the successes

are a huge challenges for producers, and

“The concept generated a lot of interest,

of the Australian cider industry, Billings

disproportionately so for smaller producers.”

particularly for cideries which have really

does not shy away from the fact that it has

As for future trends, Billings sees cider

stepped up their offerings in recent years and

been a year of extraordinary difficulty for

playing a role with increasingly health-

want to tell everyone about it,” said Billings.

many producers.

conscious audience.

Gurneys Cidery in Gippsland was crowned

“The last two years have exhausted

He said: “Keep an eye on ‘the cider is

National Winner, while Willie Smith’s Apple

everyone. Restrictions have impacted

wine’ movement in the UK – there is a lot

Shed in the Huon Valley picked up the gong

everyone differently. Producers that have had

of interest in craft cider as a lower alcohol

for best cider and food experience.

the flexibility to alter their business model

alternative to wine.

2021 also marked the second year of Cider

have fared OK. Others have had to put large

“Many of our producers are exploring the

Australia’s Trust Mark, which is given to cider-

volumes of cider down the drain. Everyone

same ground, with an Australian twist, and

makers who use 100 per cent Australian fruit.

has worked harder for less return,” he said.

it’s an interesting and diverse space.”

104 | National Liquor News

■

Contains <0.5% alc/vol

Wolf Blass Zero contains no more than 0.5% alcohol/volume due to alcohol removal process.

DrinkWise

Low alcohol trend shows potential for DrinkWise Simon Strahan

The growing popularity of no and low alcohol drinks, alongside a range of successful DrinkWise initiatives, is creating positive change.

CEO DrinkWise

2021 was another big year for DrinkWise, with a range of new initiatives rolled out to encourage responsible alcohol consumption habits across the country. According to CEO Simon Strahan, the success of the organisation was fostered by a range of partnerships and a collective industry effort to get behind the DrinkWise mission. “With a proud history of developing innovative and timely partnerships, 2021 was no exception,” said Strahan. “It is exciting that more market-leading producers

Opportunities of 2022 Strahan described some of the plans for the year ahead, including: • The continued rollout of the cellar

are seeing DrinkWise as a means to increase their

door initiative, in

commitment towards consumer wellbeing and for

conjunction with

them to actively help reduce alcohol-related harms.

Grape & Wine

The collective effort is reliant on more companies seeing that opportunity to contribute to a safer and healthier drinking culture in Australia. Together we can do more!” One new partnership that saw great results was

ASSOCIATION

the Always respect, always DrinkWise initiative, created with the NSW Police, the NRL and the Hastings, Kempsey Macleay and Nambucca Valley Liquor Accords. The initiative targeted both domestic violence and excessive alcohol consumption and was launched ahead of the 2021 NRL Finals Series, generating widespread coverage and reflecting the importance of a whole community approach to alcohol education. Another highlight of the last year was the continuation of the You Got This initiative, aimed at helping Year 12 students remain positive, stay resilient

Australia and regional winery associations. This will help consumers track their tastings at cellar doors and understand how many pours equate to a standard drink

This opportunity was harnessed in 2021 with a partnership with Endeavour Group, using store design

(COVID restrictions

to raise awareness for zero, low and mid-strength

pending).

alternatives. It will be also be explored in new ways in

• A review of parental attitude and behaviours towards alcohol, building on the well-known 2008 campaign, Kids Absorb Your

the year ahead - for example, amongst older Australians, building on a 2021 partnership with Bowls Australia. Strahan said: “A growing consumer preference for lower alcohol options, including zero alcohol alternatives, provides an opportunity for industry to produce products that can help drinkers reduce their alcohol consumption.

and reach out for support if needed, rather than turning

Drinking, that helped

“The very simple and proactive opportunities are just

to alcohol and drugs to try and cope with stress.

many parents reflect

as critical however. Ensuring product and brand websites

on their drinking

have links to the DrinkWise website so consumers can

more engagement with in 2021 was lower-strength

behaviour in front of

access information on standard drinks, health and

alcohol products. The organisation’s research showed

their kids.•

support services are ways to proactively contribute to

An area which DrinkWise was pleased to see

heightened interest in this sector, illustrating a

keeping consumers informed and enabling them to make

consumer shift to moderation mindsets.

responsible choices.”

106 | National Liquor News

■

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Euromonitor International

Beer vs. Spirits: an Australian industry snapshot

Euromonitor International data provides an overview of the current state of Australia’s beer and spirit market.

Beer • Total beer consumption rose by 26m litres in the review period, from 2,110.5m to 2,136.1m, an increase of about one per cent. • Beer is worth over $22bn to the Australian economy, though its value fell from $23.3bn in 2019. • No and low alcohol beer has shown

The continued pandemic and health

spirits industry is said to have “experienced

some of the most impressive growth,

measures of the past two years have resulted

an unimaginable level of innovation

racing from 507.5m litres in 2018, to

in plunging figures for the on-premise,

compared to other alcoholic drinks

580m litres in 2020. Non-alcoholic

with the off-premise gaining as a result.

categories,” with spirits enjoying the largest

beer is the most dynamic beer

Such growth is supported by the Australian

increase in volume growth, besides RTD.

rediscovery of drinking, not in bars or pubs, but in their own homes.

While the pandemic has undoubtedly damaged brand’s abilities to connect with

RESEARCH & INSIGHTS

Determining factors in the growth of at-

drinkers through traditional ‘activations’,

home drinking, as identified by Euromonitor,

Euromonitor noted that the most successful

include online engagements and activations

marketing efforts were those directly related

by brands, and also the rising popularity of

to the pandemic. One example the company

low and no alcohol products, stemming

included was Johnnie Walker’s Kitchen

from a greater health consciousness in

Sink Drinks campaign, which encouraged

light of the pandemic. With these trends in

consumers to build cocktails with ingredients

mind, Euromonitor analysed the beer and

likely to already be in their pantry.

spirits market in Australia, showing where

Other bright spots of the spirits industry

the strengths lie in these different sectors of

included the ever-popular gin category,

the industry.

which continued to grow. Local gins in

Beer enjoyed volume growth, and

particular performed well, reflecting the

Euromonitor identified that: “Over the

consistent power of the shop local trend

years, beer drinking has changed from being

amongst Australian consumers.

the main alcoholic drink consumed at social

Across these pages, Euromonitor

events to being seen as a treat and/or as a

International data provides a more detailed

channel of exploration.”

snapshot of the beer and spirits industry

Euromonitor meanwhile noted that the 108 | National Liquor News

in Australia.

category in Australia, with a volume sales increase of 63 per cent. • Lager alone is worth more than $13.6bn. The next most valuable beer category is no and low alcohol, which is worth over $4.5bn. No and low alcohol beer has held this number two spot for five years. • Dark beer declined in volume at 240.9m litres, having hit a five year peak at 247.6m in 2019. • Stout maintained volume sales of 11.4m litres, though remains by some distance, Australia’s least favoured beer category. • Lager remains by far Australia’s most popular style of beer, accounting for over half of total beer volume sold, and growing by more than seven million litres to a volume of 1,303.8m litres.

Euromonitor International

For more information, go to www.euromonitor.com

Beer in the on-premise vs. off-premise • The on-premise volume for beer collapsed during 2020, falling from 490.8m litres in 2019, to 408.8m litres. Off-premise sales soared – reaching 1,727.3m litres from 1,619.6m litres in 2019.

Cider • Cider volume was 102.6m litres – down from a high of 118m litres in 2017. • Cider was worth just over $1bn in 2020.

• T his pattern continued across all beer categories, especially dark beer and lager. • Stout, despite being Australia’s least preferred beer style, was the most resilient in the category. • The biggest off-premise gainer was dark beer, with an increase in volume of 12.6 per cent.

Spirits • Spirits total volume continued to rise, notching 72.8m litres, up from 70m litres in 2019. • Spirits are worth $7.7bn in total, of which whisky provides the largest share, worth $3.3bn. • Driving this development is

Spirits in the on-premise vs off-premise •O n-premise spirit volume shrank from 14.1m litres in 2019 to 12.1m in 2020. • T he off-premise benefited, however, leaping to 60.6m litres, a greater increase than the

previous four years’ gains combined. • L ight spirits (vodka and gin) were the best performing category in the on-premise, selling

4.9m litres. •W hiskies (of all kinds) were the best performing spirits category in the off-premise,

recording 27m litres of volume, an increase of nearly 2.0m litres on 2019.

continued growth in whisky, rum and gin. • Gin showed incredibly strong growth, increasing volume by over 1.4m litres compared to 2019, year-on-year growth since 2015. • Rum leapt by 800,000 litres to a total volume of 8.7m litres. • Whiskies (of all kinds) maintained their trajectory, rising from 29.9m litres in 2019, to 31m. • Vodka declined by over 500,000 litres, falling to just under 13m litres, while the tequila and liqueurs categories both saw small growth.

RTD • The RTD category is worth $3.7bn, more than every spirit sub-category. • RTD volume increased to just under 274m litres, up from 259m in 2019. February 2022 | 109

RESEARCH & INSIGHTS

continuing a trend of massive

Growth Scope

Understanding occasions is the key to successful shopper marketing Occasions can impact multiple areas of shopper behaviour and ultimately a retailer’s bottom line, writes Mel Anderson, Director: Research & Product at Growth Scope.

RESEARCH & INSIGHTS

Understanding occasions and how they

In most instances, much of the purchase

different occasion, which drives differential

influence the shopper, enables you to

decision tree is already defined by the

shopping missions, willingness to pay, and

create a better shopping environment

shopper before entering a store or going

buying behaviour. Targeting both your

because people shop differently, and spend

to an online shopping website. It’s what

merchandise and in-store activity around

differently for different occasions.

can be influenced at store level which

your knowledge of the target consumption

most retailers and category marketers

occasion will provide you with the greatest

Why are consumption occasions important?

are interested in addressing, and by

opportunity to align your offerings to both

understanding the occasion behind the

consumer and shopper needs and therefore

Shopping for anything is a means to an end –

shopper mission, savvy operators are able

leave less money on the table.

shoppers make their purchase decisions with

to unlock a significant advantage.

What are consumption occasions?

a consumption occasion in mind, this dictates

The products that are consumed on

the path to purchase, shopper missions and

one occasion vary to the products that are

A consumption occasion comprises all of

the subsequent purchase behaviour.

consumed by the same individual for a

the situational factors that coincide with

110 | National Liquor News

Growth Scope

the physical behaviour of consuming a product. The

Many marketers group all social occasions

occasion encompasses who the consumer is, who they

together and apply a one size fits all approach, but

are with, when they are consuming, the reasons for the

when we break them down into different types of

occasion itself, the types of activities they are doing

social occasions, we can see that there are some

whilst consuming and the mood that that occasion is

key fundamental differences in group dynamics,

seeking to achieve. Each of these facets individually

needs and behaviours which when addressed,

and collectively shape the category, sub-category,

can have a fundamental impact on your overall

product, format and brand choices that are made for

sales performance.

that occasion. sales, marketing and category players to interrogate

How do occasions influence shopping behaviour?

and analyse occasions and the resultant shopping

Many different aspects of a shopper’s behaviour

behaviour behind them. Growth Scope unlocks the

are influenced by the nature of the occasion

‘why’ behind the ‘what’ of consumer and shopper

being purchased for. Here we highlight just a few

behaviour for liquor.

of them using real data from the Growth Scope

Growth Scope provides a one-stop portal for liquor

For the purpose of this article, we will look at just one facet of the consumption occasion – the

insights platform collected between June 2020 and October 2021.

underlying occasion reason. The Growth Scope liquor insights platform measures over 40 different

Price premium

specific occasions, and we roll these up to a set of

People have a different willingness to pay for different

eight master occasions: social engagement; family

occasions, even for products within the same category

connections; work related event; with physical

and purchased from the same channel.

activity; with entertainment; with food; me time; and big celebrations.

For example, there is a much higher willingness to pay for beer purchased at big box when the occasion

Author: Mel Anderson

RESEARCH & INSIGHTS

Director: Research & Product Growth Scope and Five Growth

February 2022 | 111

Growth Scope

being purchased for is a big celebration or

to the actual occasion occurring, while

a social engagement compared to when it

family connection occasions use more

is for me time. Shoppers paid an average

pantry or cellar stock and therefore have

of 20 per cent above the average price paid

a higher propensity to be purchased up to

for all beer purchases from big box when

a week before or more than a week before

the occasion being purchased for was a

consumption.

big celebration, compared to one per cent below average for a family connection

The impact of price promotions

occasion or two per cent less for a me

Someone shopping for a social engagement

time occasion.

is more likely to have their purchase entirely influenced by an in-store price

Shopper missions

promotion than someone shopping for a

Comparing the social engagement to

family connection occasion. Meanwhile,

the family connections occasion again, Growth Scope highlights that the most common shopper mission for a social engagement is equally split between a

About Growth Scope At Growth Scope (growthscope. com.au), we democratise access to consumer and shopper insights

people shopping for family connection occasions are more likely to not purchase on promotion at all.

for small, medium and large

Summary

satisfy, while the primary shopper mission

industry suppliers, manufacturers

In summary, looking at shopper behaviour

for a family connection occasions is a

and retailers.

in isolation can only inform the last mile

regular small shop and a specific need to

regular small shop, followed then by a major stock up.

Purchase channels The choice of purchase channels is also quite different, particularly when considering that occasions can occur both on and off premise. Social engagements are most likely to be on premise, specifically at a pub, bar or club. When we consider just off-premise channels for social occasions, there is a

Growth Scope exists to assist

of the shopper journey to purchase, and

businesses to achieve their organic

by that stage the majority of the purchase

growth potential by affordably

decision has already been made.

arming them with market-ready insights in an easy to use and digest format, covering the who, what, when, where, why and how much of liquor consumption and shopping in Australia, both on- and off-premise. We also assist businesses in identifying their where to play and how to win choices by synthesising otherwise inaccessible and

The key to maximising your true growth potential is to understand the consumption occasions that drive the purchase behaviour and target shoppers with your marketing efforts based on their occasion needs, and understanding how these needs filter down to in store behaviour and decision making. Growth Scope enables its subscribers

roughly even split between standalone

complex data into easy to

to really drill down into specific

bottle shops, supermarket attached liquor

interpret frameworks.

consumption occasions by sub category or

stores and big box chains. Alternatively,

The challenge with most

brand, by retailer, by channel, by premise

RESEARCH & INSIGHTS

family connection occasions are primarily

traditional data and insights tools

and by state giving them the advantage in

shopped for at a big box retailer. When you

is that they consider either the

knowing how different people shop based

target the wrong occasion in the wrong retail

shopper or the consumer, but lack

on what they are shopping for. Having the

format, trade spend is being simply being

a clear line of sight between the

thrown away.

two. This is where Growth Scope is

Timing of the purchase relative to the consumption occasion

a true line of sight between liquor

Social engagements are more impulse

different and unique. We provide consumption occasions and associated shopping behaviour.

line of sight between consumer occasions and shopper mission and motivation makes the difference. Our clients can create laser sharp targeting of their category execution increasing the ROI of their trade spend, their merchandising

shopping occasions and have a higher

and their field execution. In short, they

likelihood of being shopped for closer

can grow faster, for less.

112 | National Liquor News

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All Registered Trade Marks, used under licence by Mark Anthony Brands International Unlimited Company.

Independent Brewers Association

IBA celebrates the resilience of its members

Kylie Lethbridge

In the face of great challenges, the brewing industry has rallied to survive, says Independent Brewers Association CEO, Kylie Lethbridge.

CEO Independent Brewers Association

Reflecting on a year of immense difficulty, the overriding emotion is one of pride for Kylie Lethbridge, CEO of Independent

“I take my hat off to all those retailers who have supported us and continue to do so, especially the independents who have been with us for the long haul.”

Brewers Association (IBA). “We can proudly say that we demonstrated an extraordinary amount of resilience,” Lethbridge says. “Our greatest success has simply been surviving yet another year of lockdowns, restrictions and cancellations of events while at the same time growing our membership.” Lethbridge is keen to pay homage to the people behind IBA, saying: “We wouldn’t

Kylie Lethbridge

have been able to achieve half of what we

CEO Independent Brewers Association

have without our members, a small but dedicated team, the Board, project groups and our volunteers, who have given us the support we needed to make a difference.” There were some rare highlights in 2021,

ASSOCIATION

as IBA was able to run both Good Beer Week,

work with us in support of our members,”

and the Independent Beer Awards, even if

Lethbridge said.

events were required to be scaled down. Looking ahead, however, Lethbridge does not mince her words. “We are honestly worried for the future of the hospitality industry and for

She explains that in retailers, independent breweries found flexible

term plan for the organisation, setting out achievable and measured ambitions.

working partners, willing to take on extra

“We will also be embarking on our

stock or offer altered payment terms to

first major direct to consumer marketing

maintain and support the industry.

campaign,” Lethbridge says. “This aims to

our brewers who are challenged meet

“I take my hat off to all those retailers who

production schedules due to staff and

have supported us and continue to do so,

material shortages,” she said.

especially the independents who have been

“I think we will never truly know how

The IBA engaged the services of KPMG, leading to the creation of a long-

with us for the long haul,” Lethbridge said.

much our culture has changed as a result of

raise awareness of the Independent Seal and what it means.” Lethbridge said the future also includes a plan to support women in the industry, noting: “We’re in the process of developing

A long term independent vision

a series of materials and an overarching plan

Yet, indie brewers have found support

The IBA is not only planning for 2022,

to ensure diversity is top of mind for the IBA

and solace in the liquor retail industry, and

but is in the process of finalising a 10

and its members.

IBA is quick to praise the off-premise.

year roadmap that the organisation

“This rolls on from the successful

this challenging time in history.”

“Retailers have been a lifeline for

hopes will ensure the recovery and

introduction of our Code of Conduct in

independent breweries over the last two

sustainable growth of Australian

the second half of 2021.”

years and went above and beyond to

independent brewing sector.

114 | National Liquor News

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Ipsos

Digital commerces set to overtake physical retail in two years Are you ready? Proliferating digital commerce channels and their takeup means the liquor industry can no longer live in a simple world of off-premise, on-premise and online, writes Norrelle Goldring.

Author: Norrelle Goldring Global Consultant, Omnichannel and Shopper Ipsos

In the last decade, retail channels and

Connected commerce is the new reality.

and product information, or buying online

consumer engagement touchpoints have both

Consumers want to be able to buy anytime,

from a curated collection in a physical store.

mushroomed. There’s now a veritable alphabet

anywhere, from anyone via any means, for

Or shopping a virtual store using AR. Or

of new commerce types – not just e-commerce

delivery wherever they like - home, locker,

ordering online and picking up curb-side.

or m-commerce, but v-commerce,

car, picnic spot, etc. This means that binary

Touchpoints are also converging, with

q-commerce, social commerce …the list goes

‘channel thinking’ in the sense of simply online

some previously mostly used for consumer

on. And uptake of these emerging and scaling

and/or versus offline has become redundant.

awareness and education now also becoming

commerce types is exploding.

RESEARCH & INSIGHTS

No longer just a generic ‘e-commerce’

shoppable purchase channels. ‘Buy now’

In a four week period, 73 per cent of

approach, organisations need a strategy for

buttons on social media, for instance, enable

global consumers had bought something

each of these emerging and scaling channels.

see-and-buy, one-click purchases, while a QR

via some form of digital commerce. Digital

Touchpoints are also proliferating, with

code on a product at an experiential display

commerces taken together are anticipated

many brands adding webchat, chat bots

can lead to D2C fulfilment by the brand. This

to overtake global physical store sales in

and AR/VR apps to their repertoires. But

means that in a number of cases there is now

2024. Past six month purchase incidence

as touchpoints and channels expand reach,

no actual pre-purchase ‘shopper journey’, with

using some of the newer commerces

some of them may reduce brands’ control.

the traditional plan, search and evaluate stages

is globally nearing half that of more

In social commerce, for instance, consumers

of shopper journeys severely curtailed.

traditional e-commerce types, with voice

may buy a product based on another’s

commerce (Siri/Google/Alexa) at 39 per

TikTok video.

So in this world of convergent commerce, brands and retailers need to understand

cent, social commerce (buy now buttons

At the same time, digital and physical

new shopper journeys, and develop

on social media) at 38 per cent, on-demand

environments are converging. Shoppers

seamless and personalised ecosystems

delivery quick commerce at 36 per cent, and

may be using digital technology such as QR

across touchpoints and channels to cater

livestream commerce at 32 per cent.

codes at shelf in a physical store for price

to channel-agnostic shoppers.

116 | National Liquor News

Ipsos

Emerging and scaling commerce types

via mail order lists, is increasingly being

livestream, reduce the brand experience to

explored by brand manufacturers, with

the transaction point. They place the onus

The proliferation of digital commerce types

half of FMCGs looking at D2C and 40 per

of the customer experience on post purchase

means that retailers’ competitive sets are

cent of short term digital commerce growth

journey stages such as tracking, delivery,

expanding, and their channels to market

expected to come from it.

and unboxing. Brands need to ensure that

are becoming less centrally controlled. For

Voice commerce using voice assistant

the consumer’s post-purchase experience

manufacturers, the increase in channels

technology such as Alexa, Google Home,

aligns to the brand. That is, not stopping

means new and more creative ways to get

Siri and Bixby is expected to double to 8.4

marketing thinking at the transaction stage,

to market, and the ability for challenger and

billion tech units by 2024, the majority of it

and thinking about how they can interrupt a

new brands to build awareness quickly.

by smartphone. Voice commerce expedites

one click or command replenishment cycle.

Converging channels and touchpoints

or even removes shopper search and evaluate

Shopper missions are becoming more

offer speed and convenience on the one

journey stages by curating limited options

personalised and traditional shopper

hand, and for some of them discovery on

to choose from, or by auto-replenishment

segmentations must be re-evaluated, focusing

the other. Some of the largest and fastest

of previous orders. This can make it difficult

on their dominant paths and touchpoint

growing emerging commerce channels

for brands trying to create switch, or new

use, and attitudes and values rather than

include social commerce, livestream

and challenger brands attempting to create

traditional demographics. And whilst it’s

commerce, D2C, voice commerce, and

awareness. In this game, who owns auto-

getting easier to quickly build awareness

q-commerce (on demand delivery).

replenishment, wins.

and conversion of a new product or brand

Social commerce via platforms such as

Q-commerce or on-demand delivery,

due to more touchpoints, their proliferation

WeChat, TikTok, Facebook and Instagram

with delivery in under an hour and often

means brands need to map the varying roles

takes multiple forms, creating impulse and

less than 30 minutes from order placement,

each touchpoint plays across the journey -

unplanned purchases, and creating new

is effectively e-commerce on steroids. In the

in discovery, information/ education, trial,

product discovery via the power of peers.

past 18 months, on-demand q-commerce

purchase, retention and advocacy.

With consumers able to buy immediately

delivery has moved beyond ‘late night

from something they see in a friend’s feed,

convenience’ Jimmy Brings-style deliveries of

Summary

word of mouth has been commercialised.

alcohol, tobacco and snacks into the grocery

We’re not in the binary ‘on-premise, bottle

Organisations thus need to determine how to

sector with players such as Europe’s Gorillas

shop and online’ world anymore. Simultaneous

better leverage micro-influencers. While liquor

delivering in 10 minutes and operating across

channel and touchpoint proliferation and

is not currently allowed on social platforms

multiple countries, with plans to launch in

convergence means organisations require a

in Australia for either sales or marketing

Australia soon. Woolworths partnered with

strong emphasis on determining where to

purposes, this may change as social media

Uber in 2021 for on-demand deliveries.

play and where not to, and a strategy for each of the types of digital commerce. ‘Traditional’

Leveraging morphing shopper journeys

e-commerce is now merely table stakes.

Livestream commerce, which is effectively

The proportion of physical store-only

number of the new digital commerces take

an interactive online version of TV shopping

journeys is decreasing, whilst both online-

hold in Australia. Are you ready?

channels, is another means of new product

only and combination online-offline journeys

Read more about Norrelle’s point of

discovery, with the ability to buy immediately

are increasing. And some shopper journeys

view on Convergent Commerce here:

during the course of the show and to interact

are shortening, while others are lengthening.

https://www.ipsos.com/en/navigating-

with both the host and other shoppers.

Truncated journeys, such as one-

increasingly-fragmented-world-emerging-

Livestream commerce is particularly popular

click see-and-buy on social commerce or

ability to target legal drinking age (LDA) users via their behaviours and content generation.

in Southeast Asia with up to 70 per cent of consumers in some countries having purchased via the channel. 23 per cent of US shoppers have also tried it in the past six months. Direct to consumer (D2C), long a part of small winery operations in Australia

2022 will be a year in which we see a

channels-and-shoppable-touchpoints

■

References: 1. Ipsos Essentials Wave 53, November 2021. Base n=11,515 across 16 countries 2. https://www.generixgroup.com/en/blog/2024-e-commerce-will-overtake-physical-retail 3. Ipsos Essentials, Wave 51 October 2021, base 11,510 across 16 countries including Australia 4. https://www.insiderintelligence.com/insights/social-commerce-brand-trends-marketing-strategies/ 5. https://www.shopify.com.au/enterprise/direct-to-consumer 6. https://techcrunch.com/2021/06/09/voice-ais-are-raising-competition-concerns-eu-finds/

February 2022 | 117

RESEARCH & INSIGHTS

algorithms improve the monitoring of and

IRI

Raise a glass to the roaring twenties Consumer habits and values have shifted in the pandemic, giving rise to a range of specific movements in the liquor industry, writes Georgie Theologedis, from IRI.

Author: Georgie Theologedis Lead Consultant – Liquor and Tobacco

A century ago, the ‘roaring twenties’ delivered a

sustainable sourcing of ingredients as the link between

dramatic decade of flourishing social, cultural and

green and health intensifies, with three-quarters of

political change. As we embark on the ‘roaring twenties

Australians willing to pay a price premium for brands

2.0’, pandemic-driven behaviours and accelerated

with sustainability practices. If you take heed, you will

digital adoption will reshape the way Australians live.

be duly rewarded. But sustainability messages must be

Underpinned by renewed values focused on localism,

transparent, clear and concise in the environmental

health, sustainability and community, our new at-home

sense and in how they meet individual needs.

RESEARCH & INSIGHTS

habits must find their way among the world of our own

We’re also placing greater expectation on holistic

choosing. Local is the heart of our hybrid lives as we

health encompassing diet, mental health, self-care and

clamour for indulgent convenience of ‘what works for

natural and organic options – and liquor is rapidly

me where I want to be’.

responding. Hero of Zero, Hello Vegan Wine and Round Theory all ruptured the market as niche vegan

118 | National Liquor News

It needs to be good for me and good for the planet

brands leading a category where 70-90 per cent of value

As we look to reclaim our health, non-alcoholic

beer positioned as a healthy alternative to soft drinks

alternatives will continue to boom with seven in 10

was also a winner (+47.1 per cent in grocery and +89.9

Australians drinking wine, spirits and RTDs and the

per cent in liquor) and ‘no-sugar’ alternatives for well-

category is expected to grow by +16 per cent to 2024.

established dark spirits over indexed in growth and will

We also expect brands to do more about ethical and

likely take off as NPD continues.

was generated in the latest MAT alone. Non-alcoholic

IRI

From QR to AR, liquor how and when you like it

endear the 93 per cent of Australians more likely to buy

New behaviours command a ‘make it convenient

to capitalise on our passion for provenance in-store.

Australian-made and offers a win for boutique producers

to me but make it special’ mandate as we seek the Shorty’s Liquor launched a virtual gifting service

As the Champagne flows, cater to convenient culinary escapism

where the sender can personalise a video message

Convenience is not just about pack-to-mouth speed.

and the recipient chooses when and where the gift

Increased savings in 2021 (almost double pre-

is delivered. US e-commerce platform Thirstie just

pandemic ratio levels) mean premiumisation cravings

released alcohol branded gift cards with major liquor

will continue. Champagne (+28.3 per cent) is an almost

brands. Their research reveals over eight in 10 high-

every day at-home indulgence while Australians are

income consumers seek a top-selling vodka brand

also shopping by heritage and reputation with the $20-

gift card (84.4 per cent) over leading retail gift cards

$50 wine category enjoying double digit growth and

Apple (76.9 per cent) and Starbucks (76.5 per cent).

premium spirits are also showing off such as Johnnie

Thirstie gift cards enable an omnichannel offering

Walker Blue Label (+45.5 per cent), Four Pillars (+60.8

with redemption through affiliate merchant sites.

per cent) and Grey Goose (+29.2 per cent).

best ‘wherever I choose to be’ catered by digital.

“We’re also placing greater expectation on holistic health encompassing diet, mental health, self-care and natural and organic options – and liquor is rapidly responding.”

In Canada, Romeo’s Gin V, co-created with a digital

Successful brands in the roaring twenties will invest in

artist, delivers a unique augmented reality experience

improving and augmenting omnichannel efforts because

via QR code taking the drinker into the universe of

shopping experience expectations are changing – we

the artist, which includes a Spotify playlist.

expect retailers to be present everywhere we are. We are

Google Cloud Retail Digital Pulse found one quarter

shopping online on the websites of retailers with physical

of retailers invested in digitalisation during the pandemic

shops and via social e-commerce, which is estimated to

to reduce costs and improve profitability with 17.5 per

increase 31.4 per cent by 2027. No matter the device,

cent wanting to improve customer experience to drive

channel, platform, locale and time of day, Australians

revenue and/or increase KPI scores. In the US, The

expect brands to be consistent and experiences seamless.

Giant Company is utilising ‘Social Shelf ’, an in-aisle

You need to know what your shopper is going to do before

and e-commerce advertising tool that uses QR codes on

they do and connect with Australians as individuals and

shelf tags to provide product details to help smaller, local

at scale in the moment in their hybrid digital physical

brands get more affordable visibility. This tech would

world where culinary escapism is du jour.

■

Georgie Theologedis

RESEARCH & INSIGHTS

Lead Consultant – Liquor and Tobacco

February 2022 | 119

Liquor Stores Association of Western Australia

LSA WA celebrates 70 years of industry service Lou Spagnolo

The Liquor Stores Association of WA has stood the test of time and isn’t slowing down, with another important year ahead.

2022 will be a very special year for the Liquor

President LSA WA

The new TV studio

Stores Association of Western Australia (LSA WA), as the organisation marks its 70th anniversary. President Lou Spagnolo said there are many stories to reflect on for such a momentous occasion, and what these stories illustrate is an organisation that refuses to rest on its laurels, tirelessly remaining an essential service for its members since 1952. LSA WA’s plans for the year ahead also highlight this, as it focuses on important industry projects like the rollout of Banned Drinkers Register (BDR) trials in different jurisdictions. Spagnolo said this harm minimisation

“We have stood the test of time and continue to lobby and deliver for our members and the industry.”

tool is “the best alternative to blanket liquor

Lou Spagnolo

restrictions in many parts of the north-west

President, LSA WA

of the state.”

ASSOCIATION

“We never said it’s the silver bullet,

corporate partners and members to speak

cases in the community, and ensuring

but it’s a game changer if the stakeholders

in new formats across the state, while also

each business stays safe and compliant to

embrace it and use it effectively. The key to

assisting the association to host member

changing regulation.

remember is that this register offers a range

webinars, meetings and training. It will also

“We have put a range of questions to

of therapeutic services to help people with

be available for hire by external parties, who

the government to give us a guide ahead

their problem. The best incentive for anyone

will create video content to air Australia-wide.

of the borders re-opening. That’s one of

on the BDR is to get off it and address their

As Spagnolo said: “This is a game changer

the main concerns from our members and

issue with the help of those government

and we have been quite deliberate in adapting

we’ve already had constructive and positive

services on offer,” he explained.

to the times and ensuring our members are

meetings about it with the new minister for

informed quickly and accurately.”

our industry, Tony Buti,” Spagnolo said.

Another opportunity that LSA WA will capitalise on this year is in the

This is all in line with the organisation’s

communication space. During the

Overcoming challenges

core goals of supporting members and the

pandemic, the association launched a hugely

LSA WA anticipates that there will be a few

WA liquor retail industry.

successful podcast series entitled Packaged,

key challenges faced by its members in 2022,

“After 70 years we are still relevant and

designed to engage members in new ways

which it is preparing to help them overcome.

more important than ever. We have stood

to keep them up to date with information

This includes supply issues, which is just

the test of time and continue to lobby and

that can help their business. In 2022, this

now starting to impact WA retailers after

deliver for our members and the industry. If

will be built on further with the launch of a

they were spared for much of the pandemic.

you’re in the independent liquor industry, it

Another challenge that the state’s retailers

is a good investment to be a member of the

TV studio in the LSA WA office. This new TV studio will enable LSA WA 120 | National Liquor News

have largely avoided has been COVID

LSA WA today,” Spagnolo said.

■

AVAILABLE AT ALL GOOD LIQUOR STORES FROM MARCH 16TH, 2022

New Zealand Wine

New Zealand wine enhances glowing reputation

Natalie Grace Founder Perfectly Rieslingable

The 2021 vintage may bring volume challenges, but its quality reveals more about the current state of New Zealand wine, according to Natalie Grace, Founder of Perfectly Rieslingable. New Zealand’s 2021 vintage was one that

prediction Grace has for 2022 builds on a

garnered international attention, with much

trend that has been growing in the New

of the narrative dominated by its smaller

Zealand wine sector for a decade.

Organic Wine Week,” she said. There will also be a move into greater sustainability, as Grace summarised:

volume and how this could potentially

“There has been a 300 per cent increase

“96 per cent of the country’s vineyards

impact export markets. But Natalie Grace,

in organic winegrowing in New Zealand

are sustainably accredited, which is an

expert consultant on the New Zealand wine

over the past 10 years with the country’s

accomplishment in itself. But what’s next?

sector and Founder of Perfectly Rieslingable,

organic vineyard areas heavily centralised

“We’ll be seeing more initiatives and

said the near-perfect quality of the vintage

in Marlborough followed by Central Otago

communication around how the industry

cannot be understated.

with a strong focus on producing Pinot Noir

is giving back more than its taking away in

“The incredible quality of vintage 2021

followed by Sauvignon Blanc. The organic

2022 and beyond. Greater understanding

has certainly been a highlight in another

wine market is set to grow at a CAGR of

of regenerative agriculture practices will

challenging year… we can’t lose sight of just how

10.7 per cent from 2020 to 2027, and we can

sit alongside organics and biodynamics

emphatically this vintage delivered in terms

expect New Zealand’s organic winegrowers

and wineries will spend more time

of quality and its ability to further enhance

to continue to feature prominently with

communicating ‘why’ this is an important

New Zealand’s reputation internationally for

the rising success of and participation in

part of their culture and values rather than

producing high quality wines,” Grace said.

initiatives such as the annual New Zealand

simply the ‘how’.”

It is true that the reduced 2021 yields will be a key challenge faced by New Zealand

■

Sauvignon Blanc still on top

winemakers this year. As Grace said: “Wineries are having to

The top varietal of wine from across the

make tough decisions on who they can

ditch that Aussie consumers continue to

supply and at what volumes in their key

enjoy is Sauvignon Blanc. Grace said the

markets given the 19 per cent shortfall on

wine accounts for 75 per cent of New

the 2021 crop.”

Zealand’s export volume to Australia.

While the challenge unfolds, Grace

“The general consensus as to why

RESEARCH & INSIGHTS

predicted a tightening of global allocations,

Sauvignon Blanc continues to do so well

with less meeting of price points and

is that in times of crisis or change, is that

shipping overseas in bulk, and Australian

people tend to return to the products and

buyers will likely experience supply and

brands they trust,” Grace said. “As the country comes out the other

demand tension. Border uncertainty and

side of COVID-19 challenges, there

restrictions will also mean effective and

will be a determined focus to ensure

regular communication between the trade

Sauvignon Blanc continues to open doors

in New Zealand and Australia will also

for New Zealand Pinot Noir, Chardonnay

become imperative during this period while the market is so competitive. On a more positive note, another 122 | National Liquor News

and other styles that are punching well Credit: New Zealand Winegrowers Inc, tePa

above their weight in terms of quality.”

FOR MORE INFORMATION, PLEASE CONTACT YOUR LOCAL CAMPARI REPRESENTATIVE.

NielsenIQ and CGA

Recalibration, reflection and resilience Throughout 2021 consumers have rethought their priorities and values, and this sets the scene for the trends of 2022, writes Marco Silva of NielsenIQ and Scott Elliott of CGA.

Health and wellness was already a secular trend

growing cohort of low/no alcohol spirit brands in the

in the FMCG industry when COVID-19 hit, and

US and United Kingdom, Aguardiente in Colombia

the pandemic accelerated and made it even more

and Cider in South Africa that evidences mindful

relevant. In contrast to the unpredictable nature of

drinking as one of the key emerging trends across

COVID-19, consumers are being very deliberate with

the globe. These innovations better meet health

their choices. 2021 has been a year of recalibration,

and wellness desires of certain consumers such as

reflection and resilience. What matters to consumers

lower ABV, lower sugar, lower calorie or sustainable

now are meaningful and purpose-driven living,

sourcing practices.

RESEARCH & INSIGHTS

health management, strengths and wellness, mental

For the on-premise channel, providing low/no

health and stability, happiness, social connection,

alcohol choices is increasingly important. For example,

environmental betterment, balance, and fulfillment.

in the US, one of the world’s most valuable on-premise

In this context, aspirations to reduce or break

markets, 26.2 per cent of visitors have already tried

alcohol consumption are rising, often stimulated by

low/no alcohol spirits in bars or restaurants with an

social media activities such as Dry January. While

additional 26.6 per cent of visitors being open to

non-alcoholic beer has been available for many years,

trial products of this type. While the main driver for

there are now more low/no alcoholic wines, spirits and

choosing low/no alcohol offerings for on-premise

beer options available than ever before.

visitors is ‘to be healthier’ (41 per cent of consumers),

According to the NielsenIQ/BASES Future for

34 per cent of US consumers say they chose to drink

Alcoholic Beverages study, Heineken 0.0 has been

this sub-category in order to ‘try something new’.

a well-known successful launch in many countries

Experimentation within non-alcoholic beverages is

and there are also other regional examples such as a

alive and well.

124 | National Liquor News

Author: Marco Silva Associate Director NielsenIQ

Author: Scott Elliott Managing Director Americas and Asia Pacific CGA

NielsenIQ and CGA

occasions that cross time zones (like online happy hours) where consumers might want

in the grocery channel have also been on

to moderate their alcohol consumption.

About NielsenIQ and CGA The liquor industry is truly unique with

the rise, growing 79 per cent in value over

Lunch time is a particularly compelling

the last 12 months, driven by innovations

occasion for non-alcoholic offerings.

and an expanding range among different

Consumers are likely not going to reach for

navigate. In response to this challenge,

categories such as beer, cider and spirits.

an alcoholic beverage in the middle of the day,

NielsenIQ and CGA have partnered in

creates

but could do so with a non-alcoholic offering.

order to continue NielsenIQ’s mission

opportunities to expand drinking occasions

Offerings that tailor to business lunches or

of total consumer measurement, and

to different day parts and settings. Given

midday meetups with friends could be

CGA’s mission of bringing brand new

low/no alcohol attracts both social and

excellent occasions to target consumers.

on-premise solutions to the most

Lower

alcohol

content

an incredibly complex channel and consumer environment for suppliers to

valuable markets around the globe.

singular activities, there’s a variety of avenues

The emerging low/no alcohol trend

to attract buyers. Brands may even want to

brings vast opportunities to the beverage

customise their advertising by time of day or

industry as a whole, potentially attracting

day of the week to reflect shifting need states.

large FMCG companies into this space.

For example, a brand might position low/no

Coca Cola’s recent Topo Chico Hard

alcohol innovation as a personal indulgence

Seltzer launch in 2021 could be the start

to treat yourself in the middle of the week

of an era where the frontier between

and then position the same innovation as

alcoholic and non-alcoholic beverages

a way to prolong your weekend drinking

become blurrier and traditional non-

first time. In every possible instance,

occasion with friends and family without

alcoholic beverage companies could start

these services align in terms of

compromising on health goals. Low/no

tapping into the alcoholic space to seize

reporting, product segmentation and

alcohol could also appeal to virtual social

these opportunities.

geographic definitions for the easiest

■

“The emerging low/no alcohol trend brings vast opportunities to the beverage industry as a whole.”

These combined NielsenIQ and CGA capabilities mean that customers will soon be able to understand the ‘end to end’ of the liquor industry and will be able to see on-premise consumer and sales trends directly alongside off-premise consumer and sales trends for the

‘total trade’ view possible. Using NielsenIQ’s extensive experience in retail measurement and world leading consumer panel methodology we have produced a world class understanding of the off premise market. In Australia, we have also launched our liquor panel that demonstrates shopper dynamics across the retailers, aspects like demographics of buyers, cross shopping of retailers and brands. This is truly complemented by CGA’s world-leading on-premise service suite that provides the same understanding as the off-premise industry, with unparalleled insights into brand and category performance, the size and dynamics of the channel and the ‘why’ behind consumer decisions based on a host of qualitative and quantitative research solutions. Together this partnership gives retailers and suppliers an unparalleled insight into our dynamic and complex industry.

February 2022 | 125

RESEARCH & INSIGHTS

These trends are not different in Australia, where sales of non-alcoholic beverages

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ASSOCIATION

RESEARCH & INSIGHTS

Then lock in a 3 step campaign across

RETAIL

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National Liquor News and The Shout that drives:

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For a campaign to suit your budget contact Shane T Williams E: stwilliams@intermedia.com.au | M: 0431 857 765

RESEARCH & INSIGHTS

campaign to champion your brand in 2022,

Shopper Intelligence

No time to dwell on past successes Despite sales ticking up, shoppers say there is still room for improvement, writes David Shukri, Client Service Director at Shopper Intelligence.

Reflecting on another year that was far from ‘normal’

range of healthy choices available to them. It’s key for

for liquor shoppers, three things come to mind.

retailers and suppliers to harness these improvements

Overall shopper satisfaction declined for the first time

this year, reflecting on what worked in 2021 and

since Shopper Intelligence began its liquor program.

continuing to focus on value-adding innovation

Secondly, the role of the in-store environment

centred around health and wellbeing.

became significantly more important, and finally,

Still, the basics count. Shoppers want the channel

while growth areas like online and new RTD formats

to do better on price and execution. Your scan data

performed well, shoppers said there was still room for

might tell you the sales kept coming last year, but

improvement. So, as we launch in to 2022, what does

shoppers want more. If they don’t get it, they might

all this mean for you and your business? What are the

shift their spend elsewhere the next time they go

big focal points you should be discussing with your

shopping. So, at a retailer and category level, work

retail partners in the coming months?

out what matters most to your shoppers – fixed low prices or offers, premium or budget orientated

Keep an eye on the basics

ranges. If their awareness of standard prices in your

A one per cent decline in shopper satisfaction might

category is low, veer towards percentage or dollar

not sound like much, but in the context of off-premise

saving mechanics. Otherwise, emphasise the price

liquor, where this measure increased by six per cent

point in your execution.

RESEARCH & INSIGHTS

between 2018 and 2020, it’s a meaningful warning

Remember as well, these changes were not uniform

signal and one not to overlook. Satisfaction with

across all retailers. Some, such as IGA Liquor, saw their

prices dropped year-on-year among both big box

satisfaction score increase significantly last year, while

and convenience format shoppers, while availability

others including Dan Murphy’s and Thirsty Camel, lost

(perhaps understandably) was also a challenge.

ground. A similar pattern unfolded at category level, so

Shoppers were three per cent less likely to agree that

always use your data sources to build the right insights

their chosen retailer was rarely out of stock of their

for the situation and never assume one size fits all.

preferred drinks choice compared to 2020. It’s not all doom and gloom though. There were

Get your in-store right

some positive signs in the channel too. Shoppers were

One question came up time and again from suppliers

more likely to agree they often found appealing new

last year: “When retailers are driving clear aisle policies,

ideas in the off-premise, and that there was a good

how can we influence the in-store environment?”

128 | National Liquor News

Author: David Shukri Client Service Director Shopper Intelligence

Shopper Intelligence

The answer is always the same. Point to the evidence and be specific in your proposals.

executing the basics and supporting in-store decisions. In terms of online liquor, the basics are equally

Shoppers are making more of their category-level

as important. The top three importance factors for

decisions in-store. The ratio is still three to one in

those buying liquor online are quality, availability and

favour of pre-store planning, but nevertheless we saw

offers – a very different trio compared to what liquor

a material shift playing out last year. It means that in

shoppers in bricks and mortar stores report.

some parts of the store, there is a strong argument

The big change in online shopping behaviour

for more ideas, information, and engagement in and

though has come from a shift in the occasion people

around the shelf.

are buying for. A huge move towards buying with a

However, it’s not a uniform shift across the market.

particular use in mind has taken place among online

Liquorland, Vintage Cellars and IGA Liquor shoppers

shoppers. E-commerce in liquor is no longer just

for example registered significantly higher levels of

about stocking up on bulky items. Ranges, delivery

in-store decision-making last year, while for shoppers

options and marketing messages all need to be tested

in First Choice and Cellarbrations, the year-on-year

to make sure they’re still relevant in 2022.

change was negligible. From a category standpoint, Merlot and Cabernet Sauvignon shoppers over-index

In summary

heavily on in-store decisions, while cask wine and full-

We live in uncertain times. Shopping behaviours will

strength beer shoppers are overwhelmingly likely to

no doubt change again in the coming twelve months

plan their category purchase pre-store.

so it’s vital to make sure you have the most up to date

There’s no guarantee you’ll be able to influence

perspective in your business.

your trading partner one way or the other, but going in

Listen to your shoppers, move with them when

with an evidence-based argument that recognises the

they signal a change in their needs and above all, make

nuances from aisle to aisle, is the best place to start. It

sure you’re treating bricks and clicks as differently as

should never be a black and white approach across the

they deserve. That’s so 2022!

store and retailers and suppliers must work together

■

in 2022 to recognise the subtleties and formulate joint plans that best serve their shoppers’ needs.

Make the differentiators sing! The past two years have driven massive changes in our habits and lifestyles. Consequently, new routes to market like e-commerce and new categories such as seltzers have experienced growth that looks unlikely to flatten in the short-term. Yet there’s no room for complacency around these differentiators. They still need work to keep the good results going

RESEARCH & INSIGHTS

and indeed, to maximise the opportunities in the months ahead. Counting seltzers within a wider group of ‘new world RTDs’ (like shochu and alcoholic kombuchas), there’s huge headroom for further growth. The new world RTD category is the most expandable in-store, meaning shoppers will buy more the more they consume. They’re highly likely to try new products. They also expect the category to be well delivered instore, with good displays and plenty of information - worth factoring in given the earlier points about February 2022 | 129

Retail Drinks Australia

Retail Drinks celebrates advocacy successes

After a strong year, Retail Drinks is looking forward to another busy year of advocating for and supporting the entire liquor retail industry.

Michael Waters CEO Retail Drinks Australia

Essential partnerships While the core focus of Retail Drinks is advocacy, its important work in this sector is complemented by a comprehensive suite of other services and benefits, designed to help members run their businesses more efficiently and effectively. As Waters said: “Forging strong, long-term partnerships, whether they be with industry, government or commercial stakeholders is

One year into its three year strategic plan,

research agenda to support our ongoing

Retail Drinks Australia is building on a

advocacy efforts, a bespoke and exclusive

strong foundation to represent the needs

merchant services offering, and the

and interests of the country’s entire retail

development of a new and comprehensive

liquor industry. This first year of the plan

suite of online training modules for liquor

may have been challenging, but it was

store owners, managers and staff.”

essential for any membership-based organisation.” In 2021, this included the launch of a partnership with Luemo Workplace Wellbeing at a critical time during the pandemic when mental health in the industry was continuing to be

ASSOCIATION

also full of successes that illustrate the

The agenda for the year ahead will also

momentum of the organisation, according

feature online alcohol sales and delivery

nature of business in this pandemic,

to Retail Drinks CEO, Michael Waters.

regulation, especially after the recent

Retail Drinks will continue to forge the

Highlights included securing key legislative

legislation passed in NSW and VIC in the

most useful partnerships for members

outcomes to benefit the liquor retail sector;

past two years. But Retail Drinks predicts

in the year ahead.

helping ensure all retailers could remain

2022 will be a busy year for legislation across

open throughout every lockdown in every

the board too, building on the moves of 2021

alcohol sale and delivery reforms and liquor

jurisdiction; global recognition for the

where the organisation made 17 separate

licence fee reviews anticipated in several

Online Alcohol Sale & Delivery Code of

submissions to government reviews and

states and territories,” Waters said.

Conduct; and an enormously successful

inquiries, and was invited to consult on

Along the way, Retail Drinks is looking

Liquor Retail Summit and Industry Awards,

liquor retail regulation in many ways across

forward to engaging with its members with

which attracted over 1000 delegates and saw

multiple jurisdictions.

meetings and events (like the 2022 awards,

awards nominations increase by more than 250 per cent.

impacted. With the ever changing

“To be honest, I’ve never seen so much

with nominations open now) and via its

policy and advocacy activity in my 12+ years

support services. Waters thanked members

This means good things for the year

in the industry so if last year was anything to

for their ongoing support, congratulating

ahead, as Waters noted: “Off the back of

go by, and with a Federal Election imminent,

them for their resilience in another tough

such a strong operational performance in

I can predict that 2022 will be equally busy,

year, and encouraged those who aren’t yet

FY21, and thanks to the ongoing support of

with ongoing national digital identity

members to get in touch and find out more

our members, Retail Drinks has been able

reforms, online age verification requirements

about the opportunities that come with

to bring forward three key projects – a new

in NSW coming into effect from June, online

being a member of Retail Drinks.

130 | National Liquor News

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Spirits & Cocktails Australia

In the spirit of togetherness Greg Holland, Chief Executive of Spirits & Cocktails Australia, describes how 2021 has demonstrated the need to band together as an industry.

Author: Greg Holland Chief Executive Spirits & Cocktails Australia

If ever there was a year to demonstrate the dangers of complacency, it was 2021. Twelve months ago, at the end of 2020, most Australians were breathing a sigh of relief thinking the worst of the COVID pandemic was over. In the spirits industry, we were particularly proud that we had stepped up to make sanitiser and run support programs for those hospitality workers hit hardest by lockdowns. We were looking forward to a return to normalcy in 2021. Instead, the Delta variant arrived, The launch event for Parliamentary Friends of Australian Spirits

triggering another year of extended lockdowns that devastated so many

ASSOCIATION

businesses, particularly across hospitality

The launch event for Parliamentary Friends

as well as some pernicious misconceptions

and tourism. As Chief Executive of Spirits &

of Australian Spirits at Parliament House in

about alcohol. This was evident in Queensland,

Cocktails Australia, I believe 2021 taught us

February was hailed as one of the most well-

when the Palaszczuk Government ignored

that we need to junk the idea of returning to

attended events held for MPs and staff in

the recommendations of a parliamentary

‘business as usual’. We are living in a world

recent memory. That function kicked off a

committee tasked with considering which

of constant change, whether that is wrought

rolling program of meetings with ministers

temporary COVID measures should be made

by the climate, by pandemics, or by digital

and backbenchers, informing them of the

permanent. While the committee sensibly

disruption. We can’t afford to be complacent.

challenges faced by our growing industry.

recommended a continuation of limited

So, how do we operate in this new

Perhaps the strongest measure of our success

alcohol sales with takeaway meals bought from

environment? Firstly, by recognising that

was the decision, unveiled in the 2021-22

licensed operators, the final bill sanctioned

we are better and stronger together.

Budget, to increase the excise remissions ceiling

sales of wine only, effectively rewarding

For Spirits & Cocktails Australia, one of

for distillers from $100,000 to $350,000. Of

southern winemakers over Queensland

our greatest achievements in 2021 was the

course, there is more to do; as we head towards

distillers, including the iconic Bundaberg Rum.

alliance formed with the Australian Distillers

a federal election in 2022, we will amplify our

We are determined to overturn the myths

Association. This coalition between craft

campaign for a fairer spirits tax and an excise

that remain around alcohol, including the

distillers and global companies is one of the

freeze. After so many receptive conversations

idea that spirits are ‘hard liquor’ and therefore

most exciting changes in the history of the

with key political decisionmakers, including

should be excluded from reforms like those in

Australian spirits industry. Regardless of

Treasurer Josh Frydenberg, it’s up to us to

Queensland. The data shows most Australians

size, we are all committed to creating and

maintain the momentum.

are far more responsible and sophisticated

distributing the very best spirits in Australia;

As the borders open, Spirits & Cocktails

about their alcohol consumption – drinking

what we have in common is far greater than our

Australia will also increase its engagement

less, but enjoying better quality drinks – than

differences. By campaigning as a united front,

with state leaders, MPs and bureaucrats.

their governments give them credit for. In the

I’m convinced we achieved far more for spirits

The pandemic highlighted the differences

coming year, Spirits & Cocktails Australia will

in Australia in 2021 than we would have alone.

in regulatory approaches between the states,

continue to spread the word.

132 | National Liquor News

■

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Made with real fruit & 50% less sugar than most alcoholic premixed drinks.

Strikeforce

Technology driving retail solutions Stephen Wilson, Category and Insights Manager at Strikeforce, discusses how the latest technology can help retailers meet and exceed customer expectations in the most efficient way possible.

Author: Stephen Wilson Category and Insights Manager Strikeforce

Agile and flexible are two buzz words that are frequently

Just because a particular strategy has worked in the past doesn’t

being thrown around to describe how nimble businesses and

mean that it will continue to do so. We have all experienced a

organisations are responding to challenges and capitalising on

significant period of change over the past two years and in many

identified opportunities.

scenarios this change is here to stay.

RESEARCH & INSIGHTS

Moving outside ‘traditional’ planning and implementation

Technological advances in recent years have increased retailers’

processes can be challenging, particularly when the same approach

ability to respond in a quick and efficient manner to changing trends.

has been around for decades.

By adopting these new technologies, retailers often exceed expectations

Why does our industry need to embrace agility and flexibility? Why is it necessary to consider a different approach? As shopper expectations of retailers continue to evolve, the in-store experience must also evolve to meet and exceed these

with minimum disruption to the day-to-day flow of business. A great example of where these technologies can be applied to achieve positive outcomes is with virtual planograms and floor space optimisation.

expectations. Businesses that continue to respond to macro and

Once the domain of large retail organisations, this technology is

micro environmental change the same way they always have, or

readily available to small and medium sized businesses, providing

ignore change altogether, risk alienating core shoppers which often

a cost-effective solution while increasing the ability to make change

results in these same shoppers seeking an alternative that aligns with

more regularly and be more responsive to shopper needs.

their changing expectations. 134 | National Liquor News

In days gone by, changing shelf and fixture layouts was a tedious

Strikeforce

manual process undertaken by physically making

delivers the benefit of being able to move off-location

changes in-store to fittings and category layouts,

displays to different floor locations to maximise visual

shuffling items endlessly around, often needing to be

impact, change end displays and ultimately influence

undertaken out of normal trading hours.

your customers purchasing decision on their journey

The process could literally take days to complete,

around the store.

moving stock from one location to another, stripping

Having said all this, the major benefit is the

out and relaying shelves to the required configuration

integration of sales data into the virtual planning

and then doing the whole process over again if the

process where again, by the click of a mouse, you

desired result was not attained.

can readily identify the top selling lines, up and

The benefit of adopting new technology and

coming ‘star’ performers and non-performing SKUs,

delving into the virtual environment is the agility and

increasing the ability to craft the optimal range for

flexibility that this genre brings. Instead of physically

your store while enjoying the increased efficiencies

manipulating stock and fittings on the shop floor, this

to the process that have been previously mentioned.

can be done in a digital environment in a fraction of

Retailers adopting virtual technology will enjoy the

the time. Not only can all planning and changes be made in a virtual world before being implemented in-store,

benefits that flow from meeting and exceeding their customers’ expectations.

■

there is also no disruption to business and the time taken to make change, review the outcome and have a completed plan takes a fraction of the time compared to doing the same process manually. Furthermore, using the latest technology means that if there is more than one person needed to make decisions, there is no requirement for these decision makers to be physically located in the same room. Changes can be made and viewed by multiple

Stephen Wilson Category and Insights Manager, Strikeforce

stakeholders in multiple locations in real time. Immersive virtual reality software now allows you to modify objects in the scene in real-time, create bespoke environments and layouts, insert new to world concepts and even incorporate signage campaigns. The result is quicker, more efficient, less labour intensive and often less expensive when you take into consideration wages and labour costs of the conventional methods.

RESEARCH & INSIGHTS

“Technological advances in recent years have increased retailers’ ability to respond in a quick and efficient manner to changing trends.”

In addition, this agile and flexible solution can be applied across a single category or across an entire store as required, maximising a retailer’s ability to respond to change. Imagine the improvement to the bottom line and profit margins if forward planning and driving change to your stores offer aligned with major seasonal events at the click of a mouse? The ability to align campaigns, including promotional displays, in a virtual environment February 2022 | 135

Wine Australia

Wine Australia hails a year of trade innovation Dr Martin Cole, CEO of Wine Australia, outlines how Wine Australia is tackling tariffs, COVID and the climate.

Dr Martin Cole CEO Wine Australia

Dr Martin Cole may have only joined Wine Australia as CEO at the end of 2021, but is happy to sing the praises of his predecessor, Andreas Clark, and the work the association achieved under his watch. “There were some major achievements delivered, which added great value and stood us in good stead for 2022,” Dr Cole said. Particularly, he highlights the launch of Australian Wine CONNECT, a form of online expo that showcased Australian wineries with buyer around the world, offering a rolling schedule of activities when travel was reduced. Wine Australia’s Interactive Insights portal is another technological solution bringing success. Launched in May 2021, the portal is described by Dr Cole as: “Giving business

ASSOCIATION

24/7 access to the latest export (and vintage data) to help them understand what’s happening in the market, whether it’s by

A changing climate During 2021, Wine Australia took several steps towards a more sustainable future, including: • Holding a National Wine Sector Bushfire Conference to equip the sector with research and knowledge on bushfire preparedness, smoke effects and recovery from fire. • Investing in a net zero carbon roadmap for the sector. • Funding the Climate Atlas to help regions project climate conditions to 2100, now picked up by Agricultural Innovation Australia for a larger project across different agricultural sectors.

price point or variety, where Australia is now succeeding and where there are gaps and

on by the pandemic. Online and cellar door

Illustrating his point, Dr Cole pointed

opportunities to plug some of those gaps.”

sales each grew by over 20 per cent in value

to the increase in exporters shipping to the

in the 2021 financial year.”

US – now at 269, its highest number since

Wine Australia also had a key role to play in the negotiations of the UK-Australia

Similarly, while Australian winemakers

Free Trade Agreement, supporting exporters

grappled with the impact of Chinese import

Looking ahead to 2022, Wine Australia

through challenging market access matters.

tariffs, Dr Cole highlights the positive

sees adapting to the persisting pandemic

response of the industry.

as the key challenge, alongside industry

But the difficulties of 2021 are well documented, and Australia’s wine sector was

“There’s been many ups and downs over

not exempt, as Dr Cole outlines: “COVID-19

the years and the grape and wine sector has

lockdowns had a significant impact on

shown its resilience,” he said.

wine business operations, with cellar door closures and capacity restrictions.

the GFC.

sustainability. “Collaboration, increased stakeholder engagement, a clear focus on sustainability

“While there’s no quick fix for the China

and accelerating innovation across the

market, Australian wine exporters impacted

Australian grape and wine sector will be

“That said, our wine Direct-to-Consumer

by the tariffs are continuing to diversify their

key to the sector’s long-term viability,” Dr

(DTC) survey found that some really

business models and ship to a broad range

Cole said.

positive changes have occurred – spurred

of markets.”

136 | National Liquor News

■

Year in review We take a look back at some of the biggest off-premise stories of 2021.

February 2022 | 137

Year In Review

January Introduction of Kimberley BDR widely welcomed The WA Government’s announcement of a two-year trial of a Takeaway Alcohol Management System (Tams) and Banned Drinkers Register (BDR) in the state’s Kimberley region has been widely welcomed. Retail Drinks Australia, the Australian Hotels Association, Liquor Stores Association (LSA WA) and Endeavour Group have all commended the government for starting the trial. Retail Drinks CEO, Michael Waters, said: “The BDR is an excellent example of a government and industry-led initiative helping address problematic alcohol consumption through targeting the small number of individuals who fail to drink responsibly rather than blunt, all-of-population measures.” CEO of LSA WA, Peter Peck, said: “We know blanket liquor restrictions simply don’t work and now with another BDR in place from Broome to Kununurra and everywhere in between, there will be greater consistency across the board.” BWS West Australia State Manager, Shawn Holloway, added: “Our experience of operating a BDR in the Northern Territory over the last few years shows that it can be effectively managed by retailers, with minimal impact on those responsible consumers looking to purchase their favourite drop.”

Liquor Barons to start using AI software Liquor Barons has selected artificial intelligence (AI) software from Complexica for promotional planning and supplier portal functionality. The WA-based group chose Complexica’s Promotional Campaign Manager (PCM), part of Complexica’s Decision Cloud software platform, which is powered by an AI engine and uses internal and external data to provide practical decision support. Richard Verney, Marketing Manager at Liquor Barons, said: “At Liquor Barons we have an entrepreneurial mindset and are proud of being proactive rather than reactive in our approach to delivering the best possible customer service, which includes our premier liquor loyalty program and consumer-driven marketing.” The PCM will support Liquor Barons processes by providing ‘mission-critical’ functionality for planning and analysing retail promotional campaigns, as well as predicting and optimising their effectiveness. 138 | National Liquor News

Accolade outlines winery sale plans Accolade Wines has outlined plans to sell two of its South Australian wineries after conducting a thorough assessment of its wine footprint. The winemaker said that while it has put two wineries on the market, it will be retaining all its South Australian brands and remains committed to the region. The two sites up for sale are Woodside Estate and the Krondorf Winery, which together housed the winemaking of Petaluma, Croser and Grant Burge wines. Production of these portfolios was transferred to the Tintara and St Hallett facilities from vintage 2021 onwards. “While we have made the decision to sell these sites, Petaluma, Croser and Grant Burge remain an important part of brand portfolio and we have decided to produce them elsewhere to support their ongoing and planned growth,” said CEO, Robert Foye.

Year In Review

February

Industry criticises latest MUP research In 2018, the NT Government introduced a Minimum Unit Price (MUP) of $1.30 per standard drink, with the impacts measured yearly to asses whether the policy is reducing problem drinking in the state. The latest yearly review has claimed the policy is showing successful results. But Retail Drinks Australia and Alcohol Beverages Australia (ABA) disagree, noting that the research does not present a complete picture of alcohol-related harm in the state, and calling for a more transparent and robust review. Michael Waters, Retail Drinks CEO, said: “We have seen already with the one-year review process that the success of MUP cannot be ascertained for certain given that it was introduced at the exact same time as a raft of other

Retail becomes Australia’s most valuable sector

alcohol-related reform measures from the Riley Review.”

Brand Finance has released its 2021 Australia 100 Report, which

for Territorians and tourists to the Top End.

ranks the country’s top 100 brands, and this year the retail sector has overtaken banking in terms of overall brand value, accounting for 25 per cent of total brand value. For the second year running Woolworths is ranked as Australia’s most valuable brand, while Coles moved up one place to fourth. Liquorland was the only liquor retailer listed in the top 100, coming in as Australia’s 78th most valuable brand.

ABA CEO, Andrew Wilsmore, said: “The only thing MUP has achieved is making the price of a drink more expensive “The price of a cask of wine – a drink overwhelming enjoyed in moderation by pensioners and retirees on fixed incomes – skyrocketed by over 300 per cent. This led to a fall in cask wine sales as consumers switched to spirits, which had the predictable outcome of actually increasing the total volume of alcohol sold in the Territory.”

In terms of alcohol brand values, XXXX was the highest ranked brand, coming in as the 32nd most valuable brand in Australia, ahead of Foster’s (49), Lindeman’s (60), Beringer (68), Yellow Tail (79), Jacob’s Creek (81), Wolf Blass (89) and Penfolds (90). Brand Finance compiles the list using what it calls its ‘Royalty Relief approach’, which involves estimating the likely future sales that are attributable to a brand and calculating a royalty rate that would be charged for the use of that brand. The overall brand value also includes a brand strength index and estimated brand revenues.

Australian whisky experiences 150 per cent growth The shop local trend has been highlighted in the liquor space with an incredible 150 per cent spike in sales of Australian whisky at Dan Murphy’s in the last six months. The retailer recorded high interest in local whisky during the key selling periods of Christmas and Father’s Day. To meet this growing popularity, Dan Murphy’s has doubled its range, now stocking 120 Australian whiskies. “Customers have started to discover that Australian whisky can compete on the world stage when it comes to flavour and complexity. There are some great flavours and stories to explore from distilleries in our own backyard,” said Dark Spirit Manager for Dan Murphy’s James Duvnjak. Gabrielle Millane, Brand Manager for South Australia’s Twenty Third Street Distillery, said: “There’s a real opportunity for Australian whisky to lead in creating innovative and unique whisky styles, focusing on the locality of the distillery.”

February 2022 | 139

Farmer John Bennett and Asahi Beverages Group Chief Brewer, Jaideep Chandrasekharan.

Year In Review

March BDR reduces liquor store theft in Pilbara Since its launch in the Pilbara region of WA, the Banned Drinkers Register (BDR)

Asahi to source barley from Australian farmers

trial is already garnering positive results.

Australian barley growers have been given a timely boost in the face of on-going

The most recent impact shows a drop

Chinese tariffs, with the news that Asahi has overhauled its supply chain to purchase

in liquor store shop lifting offences in

barley direct from Aussie farmers. The new supply chain means that local barley will

the East Pilbara, as discussed in the

be used to brew Australian beers like Victoria Bitter and Carlton Draught for the first

latest episode of Packaged, the LSA

time in decades.

WA podcast. In the episode, Anita

Asahi developed the new direct sourcing program after it purchased CUB, and will

Grace, who owns Cellarbrations in

now buy more than 70,000 tonnes of malted barley direct from farmers in Victoria

Newman, said she had experienced

and southern NSW to be used at its Yatala and Abbotsford breweries. Growers in

many instances of theft over the past

northern NSW are expected to join the scheme before this year’s harvest while the

20 years, with thieves stealing up to

first beers brewed under the program will be rolled out in April.

$300 worth of liquor on any given day. However, since the BDR trial commenced, she noted these offences dropped by at least 90 per cent. “Since the BDR has come in to play more people are conscious of having to show photo ID before purchasing alcohol,” she said. “They know their name and photo has to be verified on the scanning machines, so it’s been a strong deterrent for any unruly customer looking to do a ‘quick hit and run’. The most recent shoplifting incident in the store involved the theft of two pre-mix cans as opposed to several bottles of spirits at a time, so that gives you an indication that stealing in the shop isn’t as brazen as what it used to be.”

Alcohol Beverages Australia launches Vision 2030 Alcohol Beverages Australia (ABA) has set out its Vision 2030, a 10 year plan for Australia’s alcohol beverage industry which brings together a range of strategies to drive jobs, exports, tourism and safer thriving communities. Vision 2030 also encompasses technology and better environmental outcomes with rural and regional Australia seen as critical to the industry’s success. It includes recommendations on how to build stronger regions, including initiatives to create over 16,000 new jobs. “With the right policy settings by Government and the cooperation of everyone across the value chain we can supercharge the future for this industry from where it starts in the paddock to where it ends in the hands of a consumer,” said Andrew Wilsmore, CEO of ABA. For more on Vision 2030, head to the Alcohol Beverages Australia website.

140 | National Liquor News

Year In Review

April ALM outlines digital transformation At a recent investor day for Metcash, Australian Liquor Marketers (ALM) CEO, Chris Baddock, outlined a transformation of its digital business as one of four key initiatives. Baddock told investors that digital is not just about e-commerce, but that it is also about getting the platform right for retailers and ALM. “It’s no good having great systems if you don’t have great data, so we have to clean our data and make sure there is a conduit between the retailer and ourselves, so that we can use that data to give the most effective and efficient promotional programs,” Baddock said. ALM has already started working with Complexica to use artificial intelligence to develop promotional plans and also to help predict marketplace performance. Baddock said that ALM is in a position of strength in a mature market, but one that does still provide opportunities and that the business has a strong retail network and will continue to drive ‘Best Store in Town’ through investment in store refreshes.

Calabria acquires McWilliam’s McWilliam’s Wines has been acquired by Calabria Family Wines in a deal announced by KPMG and selling agent Colliers International. The sale, set to be complete by 30 April, will see the Griffith-based Calabria family take ownership of the McWilliam’s brands, intellectual property, and stock holdings as well as the Hanwood vineyard, winery and cellar door. The Mount Pleasant brand and winery has been acquired in a separate deal by Sydney investment group Medich Family Office. McWilliam’s entered into voluntary administration in January 2020, and was set to be bought by private equity and venture capital firm Prcstnt, until that deal fell through. Andrew Calabria, third generation Sales and Marketing Manager, said it was then that the “stars aligned” for the Calabria and McWilliam’s deal.

Woolworths Group scraps plans for Darwin Dan Murphy’s Woolworths Group and Endeavour Group have been looking to open a Dan Murphy’s store in Darwin for more than five years, but these plans have now been scrapped. Prior to the announcement, Woolworths had decided to move the proposed location of the store in November 2020. Then in December 2020, the group commissioned an independent panel to review the plans. This panel received feedback from a large number of stakeholders and briefed the Woolworths Group Board and Management on the findings. The Board supported Management’s recommendation to not proceed with the plan. Woolworths Group Chairman, Gordon Cairns, said the panel report, known as the ‘Gilbert Review’ had: “Made it clear that we did not do enough in this community to live up to the best practice engagement to which we hold ourselves accountable. “In particular, we did not do enough stakeholder engagement with a range of Aboriginal and Torres Strait Islander communities and organisations.”

February 2022 | 141

Year In Review

May New global standards for online alcohol sales introduced Retail Drinks Australia has been praised for leading the way with its Australian Online Alcohol Sale and Delivery Code of Conduct, after the International Alliance for Responsible Drinking (IARD) introduced its Global Standards for Online Alcohol Sale and Delivery. The Global Standards introduce safeguards to prevent alcohol deliveries to minors and intoxicated persons and IARD praised the Retail Drinks Code, introduced in 2019, as providing a blueprint for the development of equivalent frameworks in other countries. Retail Drinks, as well as several of its members, directly consulted with IARD for the global version. The launch of the Global Standards also

Most powerful wine brands for 2021 revealed Wine Intelligence has announced the most powerful global wine brands of 2021, with three Australian brands in the top 15. Yellow Tail has once again topped the list in the fourth annual Global Wine Brand Power Index, followed again by Chilean brand Casillero del Diablo. Australia rounds out the top three with Jacob’s Creek regaining its position in the list after falling last year. The final local brand in the top 15 is Lindeman’s, which came in at 11th. Australia is the third most represented country on the list, behind Chile and the USA which are the home to four brands each. France and Spain claimed the remaining spots.

Sans Drinks opens its first no alcohol bottle shop

sees Coles join the IARD, adding to the

Non-alcoholic online beverage marketplace

growing number of Australian businesses

Sans Drinks has taken the leap into bricks and

and associations on board. This includes

mortar retail, officially opening its flagship store

Endeavour Group, which was a global partner

in Sydney, right across the road from a Vintage

in the creation of the Global Standards.

Cellars store.

The new Global Standards are available through the IARD website.

Sans Drinks was first launched online in 2020 by Founder Irene Falcone, who saw a gap in the market for a dedicated adult beverage alternative retail offering. The original online pureplay stocked a huge range of non-alcoholic beer, wine, spirits, RTDs and mixers, and now, the whole range is also available in-store. Falcone said she wanted to take the website into the physical world as soon as she could after seeing such great online results and a surprising number of people showing up at the Sans Drinks warehouse. “There was a real gap in the market, so I thought positioning myself right next to a major liquor chain would send a message that I am deadly serious and not just some hack with an online store… I have planned to open another 20-30 stores nationally by the end of next year,” Falcone said. Irene Falcone

142 | National Liquor News

Year In Review

June Liquor Emporium expands with first shopping centre store Independent Sydney retailer Liquor Emporium has expanded, opening its fifth store in the new extension of the Marrickville Metro Shopping Centre in the city’s inner west. This is the first time that Liquor Emporium has opened an outlet within a shopping centre. Paul Ververis, Liquor Emporium Director, said: “We are very excited to be opened at this particular location. Marrickville has recently been named as one of the top 10 suburbs in the world and the coolest suburb in Sydney, so of course we couldn’t be happier.We saw the diversity of the Marrickville community as a perfect fit for the Liquor Emporium brand. “This is a very exciting time for Liquor Emporium as we approach our 20 year anniversary. We are always looking to expand our brand at the right location, so exciting times ahead!”

Endeavour Group lists on the ASX Endeavour Group has listed on the Australian Securities Exchange (ASX) after Woolworths Group shareholders voted in favour of a demerger. Ahead of the listing, Endeavour Group Managing Director and CEO, Steve Donohue, said: “This is a very significant day for Endeavour Group’s 28,000 team members throughout Australia, who are united around our purpose of ‘creating a more sociable future together’, and for our partners, customers and many other stakeholders.” Endeavour Group Chairman Peter Hearl said: “Joining the ASX under our own name and as a standalone business marks the next chapter in

E-commerce and RTDs drive sales growth

Endeavour Group’s evolution. On behalf of the

New forecasts from IWSR Drinks Market Analysis show positive signs of

a milestone, and we welcome and thank our new

recovery for global beverage alcohol, with a projected 2.9 per cent

shareholders for joining us on this journey.”

entire Board, it is a privilege to be a part of such

growth in volume by the end of 2021. By 2023, IWSR expects total beverage alcohol consumption to return

Endeavour Group ASX bell ringing ceremony

to pre-COVID levels, with consumption steadily increasing through to 2025. The analysts said that as well as the momentum will be driven by e-commerce and RTDs, boosted by increasing sophistication of the athome occasion. Lockdowns around the world saw total beverage alcohol volume decrease by 6.2 per cent globally in 2020, according to IWSR’s examination of data from 160 countries. The decline was less than many forecast, with IWSR identifying several factors that helped soften the blow, such as: acceleration of e-commerce (up +45 per cent from 2019), growth of RTDs, and strong at-home consumption in key markets.

February 2022 | 143

Year In Review

July Treasury Wine Estates launches new operational structure The restructure announced by Treasury Wine Estates (TWE) in February has come into force as of July 1. The restructure, which TWE said uses a portfolio-led operating model, sees the company move into three divisions: Penfolds, led by the current Managing Director of Asia, Tom King; Treasury Premium Brands (TPB) led by Managing Director ANZ Peter Neilson; and Treasury Americas, led by the current Managing Director of Americas, Ben Dollard. In a statement, TWE said: “This will create greater focus on the respective portfolios and drive sustainable growth, with the TPB and Penfolds teams working

Moon Dog to be selling more seltzer than beer by end of the year

closely with the premium wine producer’s customers and partners in Australia and New Zealand.” The new corporate structure also means that plans for the demerger of Penfolds and the creation of a new ASX-listed company have been put on hold.

The rise and rise of seltzer in Australia shows no sign of letting up, and is so strong that popular Victorian brewer Moon Dog has said it expects to be selling more seltzer than beer by the end of 2021. Moon Dog’s seltzer growth will be boosted as it has become the 350th supplier to join the Kaddy platform. This is off the back of 100 per cent year-on-year growth for the brewer along the east coast, propelled by the hard seltzer brand, Moon Dog Fizzer. “Over six short months, Fizzer Seltzer has become our biggest brand,” said Sam Stroud, Moon Dog’s National Off-Premise Sales Manager. Kaddy Co-founder, Rich Coombes, said the demand for the hard seltzer category has been reflected across the entire Kaddy platform. He said: “For a rapidly expanding craft brand like Moon Dog, Kaddy is a simple way to bring their amazing product portfolio to a wide range of trade customers.”

144 | National Liquor News

‘Perfect’ conditions see record wine crop Near-perfect growing and ripening conditions across most states and regions have seen the Australian wine sector bounce back from two successive small vintages to produce a record crop of 2.03m tonnes in 2021. According to the National Vintage Report released by Wine Australia, the 2021 crush was 31 per cent higher than the 2020 vintage and 19 per cent above the 2019 vintage. 2021 was described as a ‘unicorn’ vintage because of the rare combination of events leading to both exceptional quality and a good crop size. South Australia was the largest contributor in the country, accounting for 52 per cent of the national crush, followed by New South Wales with 29 per cent and Victoria with 17 per cent. Red wine grapes made up 57 per cent of the crush, reducing the white varities’ share of the crush to 43 per cent, the lowest since 2004.

Year In Review

August The key to connecting in-store and online retail During the pandemic there has been increased shopper focus on the online world, leading to online retail to be more important than ever for Australia’s off-premise industry. Shannon Ingrey, Vice President and GM, APAC, at BigCommerce, said physical stores that integrate online and offline sales channels are capitalising the most on this opportunity. “It’s critical that retailers are meeting their customers where they want to be – and that’s increasingly online. However, by integrating online and offline sales channels into a cohesive experience across touch points, retailers will be optimised for future growth and better positioned should another unforeseen crisis unfold,” Ingrey said. Replicating as much of the in-store experience online is a key element to help retailers stand out in a competitive e-commerce environment. Ingrey said data is the greatest asset for retailers to do this, allowing customers to have uniquely tailored experiences in the spaces they value the most.

NOC Wholesale launches for trade customers The wholesale offering from Nip Of Courage, NOC Wholesale, has now launched in Australia, giving

Liquor Loot expands further into retail Direct to consumer subscription service Liquor Loot is continuing to diversify its business, announcing new retail partnerships with more still to come. Through partnerships with Aldi and more recently David Jones and

the off- and on-premise industry a one stop shop

Qantas, Liquor Loot has created a retail version of its subscription

for Australian spirits.

offering that follows the brand’s core goal of consumer education.

“The main thing that we offer now is a one stop

Retail boxes have six 30ml sample bottles with tasting notes, allowing

shop for Aussie craft spirits, big and small. There’s

consumers to go on a self guided exploration of spirits and get a

over 300 producers and brands in Australia now,

taste for what they like.

but not everyone knows about them. So if someone

The expansion into retail has been incredibly successful so far for

does want an Aussie craft spirit, this is a great

Liquor Loot. Founder and CEO Joel Hauer said with initial partner Aldi, the

reference point to start looking when stocking their

partnership sold “over 5000 packs within about seven days,” which shows

back bars or even speed rails in bars, as well as

a gap in the market for an easy, entry level way for consumers to build

restaurants and bottle shops,” said Nip of Courage

their confidence about shopping in new spirit categories they haven’t

Founder, Kathleen Davies.

tried before.

“A lot of trade customers don’t want to be dealing with hundreds of different suppliers. NOC Wholesale does the running around for them and brings it into one place to make ordering a lot easier.” The official launch comes after a soft launch in recent months where NOC Wholesale worked with existing customers to make the new portal as user friendly as possible.

February 2022 | 145

Year In Review

September Kaddy Co-founders Rich Coombes and Mike Abbott

ILG debuts Fleet Street banner in QLD Independent Liquor Group (ILG) has taken its Fleet Street

Kaddy goes national Following on from its successful launch in Queensland in August,

banner to Queensland for the first time, with the first store revealed in Brisbane’s inner eastern suburbs. Camp Hill Cellars, one of three detached bottle shops

wholesale beverages platform Kaddy has announced plans for its

running off the Rocklea Hotel, has now converted to the

national rollout.

Fleet Street banner.

Already being used by over 1500 customers on the east coast,

ILG’s General Manager for Queensland, Craig

Kaddy will now be available to all licenced venues in South

Stephenson, said it was the perfect spot to launch the

Australia, Western Australia, Tasmania and the Northern Territory.

banner into the state, and has been received quite well

“Tasmanian distillers, South Australian wineries and craft

since its soft launch.

brewers from WA – suppliers from across the country already use

“Feedback from the locals has been great – the store

Kaddy to access and trade with venues on the East Coast,” said

appeal and the high end range of products have been well

Kaddy’s Co-founder Rich Coombes.

received. According to the store manager, the customers

The platform now connects more than 400 suppliers to

are very impressed with the shop layout, the premium

the trade’s wholesale customers and the team are hoping

products available and in general the pleasant service from

the increase they saw in Queensland producers jumping on-

the staff. Sales have also gone up for Camp Hill with per

board, is something that will now be replicated in the other

bottle spend on the rise,” he said.

states and territories.

Lion buys Fermentum Group Lion and the Fermentum Family of Businesses have agreed to a deal which sees Lion take 100 per cent ownership of Fermentum and all brands within the group, including Stone & Wood, Two Birds, Fixation, Little Dragon and Sunly Seltzer. Lion said it will continue Fermentum’s commitment to building the new brewery in Murwillumbah, as well as around $6m in local donations. It will also be backing Fermentum to grow further and continue its positive impact in the community. James Brindley, Lion Managing Director, said: “We have a shared vision of ‘Brewing as a Force for Good’. Lion is Australia’s first largescale carbon neutral brewer and we will be backing the Stone & Wood, Two Birds and Fixation breweries to go carbon neutral as well. There are lot of areas where we can learn from each other. “The Fermentum business will continue to be a unique player in the drinks industry and we are excited about the opportunities for growth ahead.”

146 | National Liquor News

October

James Brindley

James Brindley to leave Lion After 27 years with Lion and 12 as Managing Director of Lion Australia, James Brindley announced he is leaving the business at the end of 2021. Brindley said: “After many years being part of this wonderful industry, I have decided it is time to call last shout and move on. I am grateful to the incredible people I have had the privilege to with work with, not only colleagues but especially our

No and low alcohol drinks help moderate consumption According to new research by DrinkWise, the no and low alcohol trend is starting to make a real difference on the responsible consumption habits of Australia. The study revealed that thirty-two per cent of consumers have reduced their consumption of alcohol with zero, low and mid-strength options, while half of risky drinkers willing to use these options to help moderate. There is a perceived stigma around drinking less, with 35 per cent of people aged 18-44 admitting they would hide the fact they are not drinking or choosing lower strength options. To help combat this stigma, DrinkWise and Endeavour Group have worked together on an in-store trial in select Dan Murphy’s and BWS locations. Dedicated zero, low and mid-strength bays will be placed front and centre in the stores, alongside messaging to encourage these drink options. The trial has been commended for its potential to raise awareness for a growing category in the industry. It will begin in QLD before expanding to other states in a targeted and strategic rollout. Peter Filipovic

customers and community partners.” Lion also announced Brindley’s replacement as David Smith, the former Managing Director of Diageo Australia. As part of the changes to the Executive team, Lion also said Anubha Sahasrabuddhe will be joining Lion’s Group Leadership Team as Chief Marketing Officer, after joining Lion in January 2021 as Marketing, Consumer and Brand Director. In her new role, Sahasrabuddhe will be responsible for marketing across Australia and New Zealand.

Peter Filipovic to step down as CUB CEO After 25 years with Carlton & United Breweries (CUB), Peter Filipovic has announced he will stepping down from the role of CEO. Filipovic said: “It’s been a privilege to have served as CEO of CUB and a member of the Asahi Beverages Executive Leadership Team. It’s a phenomenal business, with exceptional people and an unrivalled portfolio. I’m leaving the business knowing that it’s in great hands and well set-up for long-term success.” Following this announcement in July, a new CEO has now been named. Danny Celoni will be moving into the role in February 2022, with Filipovic remaining on board until then. Celoni’s beverage career began with Diageo in 1996, where over a 17 year career he rose to become Commercial Director for Australia, NZ and South Pacific. He will join CUB from PepsiCo, where he is CEO of its Australia, NZ and South Pacific business.

February 2022 | 147

Year In Review

November Dan Murphy’s begins national rollout of new flagship format Endeavour Group has opened an additional three stores under the new Dan Murphy’s flagship design, after unveiling the first in South Melbourne earlier this year. The new concept stores are located at Hyde Park in WA, Hamilton in QLD and Ascot Vale in VIC, and have seen renewals following significant investments of over $1 million each. Within this financial year, Endeavour Group plans to have 10 stores completed under the concept. The new-look stores hero a customer experience based in drinks education, discovery, technology and sustainability. Each store has a central area where customers can have ‘magic moments’ such as product tastings and on-demand micro-classes, hosted by in-store product experts. There is also a merchant’s corner with

Lyre’s hits $500m valuation Non-alcoholic brand Lyre’s is set to continue its phenomenal growth after the completion of a $37m funding round, which has the business valued at $500m. Mark Livings, Lyre’s co-founder and CEO, said: “The pace of growth we’re seeing is exceptional. We sold our first bottle in 2019 and today we’re selling one at least every 30 seconds. On our current trajectory, Lyre’s is set to become the fastest independent beverage brand to reach Unicorn status.” In Australia, distribution growth continues to cater for increased demand with key retail partnerships including Dan Murphy’s, David Jones, First Choice, Woolworths, IGA and Coles Local.

recommendations from the store’s Wine Merchant, and highlighted areas that contain engaging information about products and segments. “We know customers expect so much more from us than products on shelves, which is why we are increasingly innovating and using technology to create our stores of the future,” said Dan Murphy’s Managing Director, Alex Freudmann. Hamilton Wine Merchant, Craig Robinson

Number of Australians drinking alcohol increases New data from Roy Morgan claims the number of Australians who drink alcohol increased in the 12 months to September 2021, but Alcohol Beverages Australia (ABA) said this does not equate to increased consumption or harmful drinking. Roy Morgan’s Alcohol Consumption Report shows a total of 13,894,000 Australians (69.6 per cent) aged 18+ consumed alcohol in an average four week period, up from 13,179,000 (66.4 per cent) a year earlier. This comes after a low point of 65.7 per cent of people, recorded during the June 2020 pandemic lockdowns. But, as ABA CEO Andrew Wilsmore pointed out: “It is important to note that the survey results showing an increase in the number of Australians choosing to have a drink does not equate to either increased consumption of alcohol or increased levels of harmful drinking. Data from national wastewater monitoring showed that Australians have continued to drink responsibly throughout the pandemic.

148 | National Liquor News

Year In Review

December Global alcohol e-commerce tipped to grow by 66 per cent IWSR has predicted significant growth for online retailers, expecting total beverage alcohol e-commerce sales to grow by 66 per cent in the next five years. Total e-commerce sales across 16 key markets examined by the IWSR (including Australia) are expected to reach US $42bn by 2025. The research also found that globally, about 25 per cent of alcohol drinkers report purchasing beverages online, with two-thirds making their initial purchase prior to the pandemic. Nevertheless, the pandemic has been a significant driver of e-commerce growth worldwide, with sector value increasing by nearly +43 per cent in 2020, versus a growth of +12 per cent in 2019. By 2025, IWSR projects e-commerce to constitute about six per

Coles turns surplus produce into beer

cent of all off-premise alcohol sales by volume, tripling the 2018

Coles Liquor has partnered with Melbourne-based brewer

figure of two per cent.

Local Brewing Co to rescue unsold produce and turn it into beer. The Surplus Sour Watermelon Beer is the first of a series of sour beers from the partnership and has just launched this month. It was created with three tonnes of unsold watermelons from Coles produce supplier, Rombola Family Farms, as well as 300kg of unsold Coles bread. The Coles Liquor and Local Brewing Co partnership is set to produce at least three other exclusive fruit sour beers over the next 12 months, in collaboration with other Coles suppliers. The series will meet the growing demand for sour beers as well as genuine sustainable products.

Australian alcohol brands join the NFT trend The term non-fungible token, or NFT, has gained significant traction throughout 2021. Essentially, an NFT is a blockchain based, non-interchangeable and hence unique and non-fungible unit of data stored on a digital ledger. Being ‘non-fungible’ means the token is unique and can’t be replaced with something else. NFTs can represent any digitisable item and have often been used this year in the sale of digital art. However, Australian liquor producers are now also jumping on board, following a global trend. Alcohol NFTs correspond to a physical bottle, usually rare and exclusive, with the buyer able to exchange the digital version for the physical version. So far, Australian examples include Penfolds, the first wine brand to launch an NFT with the platform BlockBar, which specifically houses wine and spirit NFTs. The brand launched a limited edition NFT tied to a rare Penfolds Magill Cellar 3 barrel made from vintage 2021, with a single barrel NFT to be converted into 300 bottle NFTs at the date of bottling in October 2022. This was followed by Top Shelf International (TSI) with its Australian Agave NFT, tied to an exclusive program. Each person is allocated 10 agave plants which will be microdistilled to create what TSI says is one of the rarest artisanal spirits in the world.

February 2022 | 149

Wine Tasting Review The Panel ➤

➤

➤ ➤

➤

G eoff Bollom, Retailer, Porter’s – Glebe and Balmain East M ichael Mcintosh, Fine Wine Brand Ambassador, Accolade Wines E mma Fogarty, Brand Manager, SouthTrade International S alvatore Margiotta, NSW Key Account Manager, Pure Wine Co. E d Peake, Key Account Manager, Penfolds

Standout wines from 2021 Here are some of the top wines that captivated our panel across different price points and varietals in the past 12 months.

S haryn Foulis, Trade Activation Manager – On-premise, Accolade Wines N igel Burton, CEO, Burton Premium Wines

Panels Picks

E mmanuel Conde, Brand Ambassador, Cerbaco J oe Turnaturi, Sommelier and Wine Educator, Sydney Wine Academy J ack Glover, Marketing Director, Accolade Wines C hristine Ricketts, Wine Educator, Endeavour Group B rian Chase Olson, Director, Blend Public Relations D ean Kornman, National Account Manager, Constellation Brands A ndrew Dean, Co-founder, The Tasting Glass A ndrew Graham, Journalist, Australian Wine Review T ishena Young, National Account Executive, Constellation Brands S abine Duval, Trading Manager and Lead Educator, The Wine Collective D avid Wright, National Wholesale Sales Manager, Elderton Wines M ichael Park, Wine Merchant, Dan Murphy’s Kingsford J onathan Leeming, Brand Manager, Taylor’s Wines

Bay of Fires

Hungerford Hill

Taylor’s The

Chardonnay

Epic Shiraz

Visionary

A ndrew Milne, Brand Manager, SouthTrade International

Region: Tasmania

Region: Hunter Valley

Cabernet

A ndrew Stubbs, Manager, Vine Wine

VIN: 2019 LUC: $35.00

VIN: 2018 LUC: $69.88

Sauvignon

Distributed by:

Distributed by: Winestock

Region: Clare Valley

D an Manu, Sourcing Manager, Pinnacle Drinks

Accolade Wines

(NSW/ACT), Direct from

VIN: 2015 LUC: $118.25

D avid Fahey, Wine Consultant

“Grapefruit, tropical fruits, pear. Balanced, complex, tight, soft and youthful. Well done.” – Geoff Bollom

winery (other states)

Distributed by: Taylor’s

“The palate is genuinely medium bodied and oh-soelegant, a glowing core of red fruit that sweeps along the palate finessed along by bright acidity and framed by very fine graphite tannins. Great length and persistence. Special.” – Sharyn Foulis

“A luxurious, silky and velvety mouth feel. Impeccable and elegantly balanced with blackcurrant, cassis and a cedar oak spice. Wonderful enduring finish. This would be the showstopper at any dinner party.” – Andrew Dean

H elena Edgerton, Wine Educator, Sydney Wine Academy D eb Jackson, Former Editor, National Liquor News A ndy Young, Managing Editor, The Shout & Bars and Clubs C raig Hawtin-Butcher, Group Publisher, The Shout NZ and World of Wine J ames Wells, Group Publisher, The Intermedia Group

150 | National Liquor News

Wine Tasting Review

Brand & Sons Family

Kirrihill The

Reserve Cabernets

Gentleman of Clare

Region: Coonawarra

Shiraz Mataro

VIN: 2016 LUC: $47.20

Region: Clare Valley

Distributed by: Brand Group

VIN: 2018 LUC: $32.25

(SA), Fisher Fine Wine (NSW),

Distributed by: Kirrihill Wines

Ascott Wine Services (VIC)

“Wow, this is great. Benefitted by a few years before release. Herbaceaous, dark fruit. Really good.” – Geoff Bollom

Quick stats for 2021 ➤

“This wine is no shrinking violet but it has a delightful integration of powerful youth with elegant layers adding interest.” – Christine Ricketts

Jacob’s Creek Better

Pepper Tree Limited

By Half Rosé

Release Pinot Rosé

Region: Australia

Region: Wrattonbully

VIN: 2020 LUC: $13.33

VIN: 2021 LUC: $19.35

Distributed by:

Pernod Ricard

Déjà Vu Wine Co

“Coppery, pale pink in colour with steely, fresh notes on the nose. The palate is crisp and fresh with watermelon, red currant and mineral notes. Well balanced with a long finish.” - Emma Fogarty

“Nice light salmon in colour. Exquisite rose petal, cherry notes. Very lively and fresh.” – Deb Jackson

Zema Estate

De Bortoli Deen

Shiraz

Vat 8 Shiraz

Region: Coonawarra

Region: Heathcote

VIN: 2016 LUC: $16.56

VIN: 2018 LUC: $9.09

Distributed by: Porter & Co

Distributed by: De Bortoli

➤

E ight tastings were held this year – three of which occurred remotely 6 36 wines were tasted over the course of the year T he biggest tasting was for Shiraz, with 162 wines tasted by 22 panel members T he oldest vintage tasted was from 2006 9 7 was the highest score obtained 2 9 industry professionals tasted on the panel throughout the year

(SA), Bacchus Wine Merchant (NSW/ACT), Westwood Wine Agencies (VIC), Claret and Co (WA), The Wine Tradition (QLD), David Johnstone & Associates (TAS)

“Showing hints of maturity already, this long, intense Shiraz is hugely interesting and appealing. Very, very good.” – Michael Park

“With super smooth tannins and good balance, this is an extremely drinkable wine, delivering staggeringly good value for money.” - Jonathan Leeming

The System 95-100 Classic: an exceptional wine 90-94 Outstanding: a wine of remarkable character 85-89 Very good: a wine with impressive qualities

February 2022 | 151

Wine Tasting Review

LUC $15-$20

“Tastings in 2021 were full of an incredibly interesting array of wines. A standout for me was the Chardonnay tasting, which showed the complexity of the style and what it offers to different consumers.

Clairault Margaret

Barton & Guestier

River Chardonnay

Saint Emilion

Region: Margaret River

Region: France

VIN: 2019 LUC: $17.74

VIN: 2019 LUC: $26.58

Distributed by: The Wine

Distributed by: Beach

Gang (WA), Clairault Streicker

Avenue Wholesalers

direct (other states)

“The nose is beautiful and cakey. The palate is bright with fruit and spice – white pepper, cinnamon and nutmeg - all while delivering a well rounded balanced wine.” – Emma Fogarty

“Firm tannins. Full bodied. Finish very good. Young but will develop.” – Geoff Bollom

Throughout all tastings it’s been a pleasure to learn from the insights of our expert panel – I never cease to be impressed by them all.” Brydie Allen Editor National Liquor News

Editor’s Picks ➤

➤

2 020 Bird in Hand Two in the Bush Chardonnay, Adelaide Hills, LUC $15.91 2 016 Leconfield The Sydney Reserve Cabernet Sauvignon, Coonawarra, LUC $53.73 2 019 St Hallett Butcher’s Cart Shiraz, Barossa, LUC $38.99

Dalrymple Single

Te Kairanga Pinot

Site Swansea

Noir

Pinot Noir

VIN: 2019 LUC: $24.73

VIN: 2016 LUC: $42.06

Distributed by:

Déjà Vu Wine Co.

Samuel Smith & Son

“Fuller style of Pinot. Dense and brooding fruit, with sweet spice and vanilla.” – Michael Mcintosh

Wirra Wirra Church

Blanc de Blancs Brut

Block Cabernet

Region: France

Sauvignon Shiraz

VIN: NV LUC: $58.80

Merlot

Distributed by: De Bortoli

N V Brown Brothers Patricia Brut, King Valley, LUC $29.58

“Stood out on every level. Well made, complex, balanced. Very drinkable.” – Geoff Bollom

152 | National Liquor News

“Very pretty wine, delightful enticing berry aromas lead to a rich and Moorish palate with strawberry and cinnamon spice notes. Well balanced finish.” – Ed Peake

Veuve Fourny & Fils

2 020 Kylie Minogue Rosé, France, LUC $14.84

2 014 Streicker Ironstone Block Old Vine Cabernet Sauvignon, Margaret River, LUC $29.56

Region: Martinborough NZ

Region: Tasmania

Region: McLaren Vale VIN: 2019 LUC: $16.99 Distributed by: Samuel Smith & Son

“Mint nose and palate. Loved the nose, fruit weight and finish.” – Nigel Burton

Wine Tasting Review

LUC $15 and under

Special thanks

Flux

The Bio Project

Pinot Noir

Monastrell Rosé

Region: Great Southern

Region: McLaren Vale

VIN: 2019 LUC: $19.35

VIN: 2020 LUC: $9.14

Distributed by:

Distributed by: Twisted

Single Vineyard Sellers

Harvest (SA), Shingleback Wine direct (other states)

“Beetroot and bloody nose. Generous palate with complex red fruits and earthy notes. Ripe tannins, soft and powdery on finish.” – Michael Mcintosh

Pikes The Assemblage

“Would unhesitatingly buy a case of this; its lifted, delicate wild strawberry aromas are perfectly complemented by ripe pink grapefruit, yellow cherries and a whiff of tropical fruits.” – Jonathan Leeming

National Liquor News would like to thank Sydney Wine Academy students for their help in carrying out tastings in 2021. Thank you Unity Kerslake, Alec Wagstaff and Jerry Meades for your assistance throughout the year.

Shiraz Grenache Mourvedre Region: Clare Valley VIN: 2019 LUC: $15.05 Distributed by: Oatley Fine Wine Merchants

Tyrrell’s Hunter Valley Chardonnay Region: Hunter Valley VIN: 2019 LUC: $13.98

“A lick of charry oak is followed by a fragrant burst of red fruits, plums and raspberries and finishes with a dash of earthiness. On the palate the blend is medium to full bodied. Well balanced.” – Sharyn Foulis

Distributed by: Tyrrell’s

“Typical stonefruit characters speaking or a warmer site. Good oak but a little short on finish.” – Michael Mcintosh

Howard Park Jeté Brut Region: Great Southern VIN: NV LUC: $18.00 Distributed by: Off The Vine

Pepperjack Cabernet Sauvignon

(WA), Thomas Chin Pty Ltd (NT),

Region: Barossa

The Wine Tradition (QLD), Aus

VIN: 2018 LUC: $21.05

Craft Wine (SA), Young and

Distributed by:

Rashleigh Wine Merchants

Treasury Wine Estates

(NSW/ACT), Alepat Taylor (VIC)

“Flavoursome with a good balance of fruit. Pleasant and crowd friendly.” – Christine Ricketts

“Cooler climate style, herbaceous nose, sweet blackberry fruit, lovely balance.” – Salvatore Margiotta

Are you a Sydneybased industry professional interested in joining the panel this year? Contact Brydie by emailing: ballen@intermedia.com.au

February 2022 | 153

Features List

Features List Month

February

2022 Annual Leaders Forum

March

Easter Retail Trading

World Whisk(e)y Day

Natural Flavoured Drinks - Ginger, Mango

Cognac & Brandy

World Malbec Day

Riesling

April

World Cocktail Day

Mother’s Day

Aussie Indie Beer

RTD & Seltzer

NOLO Alc & Cal Wine

Chardonnay

May

Aperitivo Winter

Retail Technology

Imported & International Beers

Australian Spirits

Family Wineries

Pinot Noir

June

Newcastle/ Hunter Drinks Provenance

Dry July - NOLO

Winter Beer Releases

North American Whisk(e)y

Retail Banner Groups

Cabernet Sauvignon

July

West Australian Drinks Provenance

Father’s Day

Premium Mixers

Coffee, Nut & Chocolate Liqueurs

Sustainability - Brands & production

Shiraz

August

South Australian Drinks Provenance

Home Cocktails

The Pink Dollar

Rum & Rhum Agricole

Stocking Imported Wines

Cabernet and/ or Shiraz Blends

September

BBQ Drinks Occasion

Prosecco for Spring

Alcoholic Seltzer

Premium Gin

Organic, Biodynamic & Vegan Wines

Rosé

October

Tassie Drinks Provenance

Aperitivo Summer

Summer Beer Releases

RTD

The Rosé Report

Sparkling, Prosecco & Champagne

November

New Zealand Drinks Provenance

Christmas

Summer Beer Retailing

Whisk(e)y Scotch & Irish

Sparkling & Champagne

Pinot Gris/ Grigio

December/ January

NOLO - Better For You Drinks

Australian Made/Australia Day

What’s Hot to Stock for 2023

Vodka

Wine for Summer

Semillon

154 | National Liquor News

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