National Liquor News July 2021 by The Intermedia Group

AUSTRALIA’S LEADING LIQUOR INDUSTRY MAGAZINE

vol. 40 no. 6 - July 2021

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Editor’s note

Editor’s note Welcome to the July issue of National Liquor News.

a classic Aussie wine region, the Barossa – from

As we go to print on this issue, the country is

page 36 you can find all the top reasons it’s a region

at varying levels of concern about the Australian

As usual this month we’ve got all the latest

quickly in Sydney, we unfortunately had to

news, insight and analysis from incredible regular

postpone our highly anticipated annual Shiraz

contibutors Retail Drinks Australia, Alcohol

wine tasting. Our tastings are held in person, and

Beverages Australia, IRI, Strikeforce, Wine

various restrictions meant it couldn’t go ahead this

Australia, Independent Brewers Association, Spirits

month. Rest assured the tasting will go ahead at a

and Cocktails Australia, and eLease Lawyers.

later date and we will bring you the results ASAP!

Rounding out this stellar line up are profiles

Although there is no wine tasting review in this

on industry personalities from both ends of the

issue, there is still an abundance of great info to

country – Ches Cook of Five Way Cellars in

help your store. One of the focus areas for this

Sydney, and new LSA WA board member, Vikrant

month is the upcoming Father’s Day occasion.

Sharma of Cellarbrations East Perth.

With the day just two months away, now is the

Have a great month, and remember my inbox is

time to make sure you are optimising your strategy

always open if you have any feedback about what

to deliver the best results for your customers and

you want to see in these pages!

your business. Check out Snooper’s advice for doing so on page 26, and get inspired with our

Cheers,

own investigation from page 42.

Brydie Brydie Allen, Editor

32, Dan Hughes talks about why you should ‘just

02 8586 6156

rum with it.’ This is followed by an exploration of

ballen@intermedia.com.au

42 Cheers to Dad

➤

36 A dream vintage for the Barossa

➤

32 Just rum with it

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4 | National Liquor News

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Journalist: Daniel Hughes General Manager Sales – Liquor & Hospitality Group: Shane T. Williams stwilliams@intermedia.com.au Group Art Director – Liquor and Hospitality: Kea Thorburn kthorburn@intermedia.com.au Prepress: Tony Willson tony@intermedia.com.au

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Sponsored Content

Five Judges to deliver quality, value and margin Australian Liquor Marketers (ALM) is continuing to grow the value of its Owned & Exclusive portfolio to deliver a competitive edge for its network of Independent Brands Australia (IBA) retailers. Australian Liquor Marketers (ALM) has announced the

we can actually play in the space where shoppers are

release of a new product for its network of Independent

active,” Riemann said.

Brands Australia (IBA) retailers, launching the Five Judges brand in a two litre cask format.

“The cask format is an area that we saw we could bring value to the table by actually playing in that

The new range launched with Shiraz, Rosé and

space. It positions well for consumers, because it

Sauvignon Blanc varieties and is part of ALM’s Owned

offers great quality wine at a great value price point

and Exclusive (O&E) portfolio, which is a key element

for the shopper. Two litres is also a good size format

of the business right now.

to allow consumers to feel comfortable trialling the

Murray Riemann, General Manager – Owned & Exclusive Brands at ALM, said: “The O&E team is

product, and it’s actually a good size for frequency of repurchase.”

really here to increase the proportion of owned and

The O&E team at ALM is quite small, with a specific

exclusive brands in independent stores so that these

range of complementing skill sets. The passion and

retailers can successfully compete in the market and

dedication of the team to meet the objectives Riemann

actually grow their stores’ gross profit.

described pushed the Five Judges development

“It’s all about championing successful independents, and O&E brands is one of the strategic imperatives

process ahead of schedule.

“It’s all about championing successful independents, and O&E brands is one of the strategic imperatives to deliver that.” Murray Riemann General Manager Owned & Exclusive Brands

“From the initial concept idea to the product

The release of Five Judges speaks to the three

months. Whilst we have several stage gate processes,

What is Owned & Exclusive?

core elements of the O&E strategy: quality, value

which acted as checkpoints for us to review the

and margin. The O&E team at ALM assesses how

progress, the key thing for us was to be able to act

ALM’s Owned & Exclusive portfolio

the portfolio aligns with these ideals, looking at the

in a nimble and agile manner to get the job done,”

includes a combination

quality of the liquid, the value for the shopper and the

Riemann said.

to deliver that.”

margin for the retailer, to make sure both new and existing products resonate.

actually being on the retail shelves took less than six

of both brands that

“It’s really exciting for the O&E team to see the

the company owns,

finished product come to life and resonate with

like Five Judges, as

When it comes to the Five Judges NPD, key to

consumers and that actually motivates us to bring

well as those owned

the success of this strategy was utilising data and

more products to life, which is actually a big focus

insights. This helped the O&E team evolve what was

for us in 2021.

once a 750ml bottle range into a new format, with a completely new liquid inside.

“For the retailer, it’s quite simple. We want to give them a product that’s adored by shoppers and provides

“Through our data and market insights we saw

them with a superior margin, improving the amount

a gap in the portfolio and we wanted to provide an

and quality of the store’s gross profit. It actually allows

NPD solution for it. It’s critical for the O&E team

us to become successful because our customers will

to actually identify gaps in our product portfolio so

be more successful.”

■

by suppliers that ALM exclusively distributes. Riemann said: “It’s really critical for our success to be able to work collaboratively with our suppliers as a true business partner.”

July 2021 | 19

Alcohol Beverages Australia

Thanks for the help – it’s needed

While different governments have had different approaches to the pandemic, all the help has been useful, writes Andrew Wilsmore, CEO of Alcohol Beverages Australia

Andrew Wilsmore CEO Alcohol Beverages Australia

Half a year down, half a year to go and the

those out-of-work in hotspots, or programs

into new markets and creating more jobs,

weary realisation that, so deep into 2021,

like NSW’s Dine and Discover program,

Victoria providing $10 million to regional

the pandemic that made last year a blur still

giving adults vouchers to spend on dining

craft distilleries to buy local produce, attract

remains part of our daily professional and

and entertainment and driving much

tourists, and create jobs, and Queensland

private lives and will be for some time yet.

needed foot traffic back into our hospitality,

creating a new category of licence for craft

tourism and entertainment sectors.

breweries and distilleries to provide more

No-one can deny Australia has done well keeping COVID-19 largely at bay and,

The approach by Victoria, the state

opportunities to sell product.

putting aside the politics, let’s hope the vaccine

most impacted by lockdowns, has been

Federally, we saw the Government move

rollout will eventually allow us to resume the

more directed at business with hundreds

swiftly to simplify the bureaucratic process

things we previously took for granted – like

of millions of dollars in funding and grants

for our producers that switched to making

welcoming overseas visitors back into our

for small and medium sized business,

hand sanitiser; and to be sympathetic to our

struggling accommodation venues.

licensed hospitality venues, sole traders and

on-premise venues selling drinks-to-go. Red

The various hard lockdowns hit our

alpine businesses. They, along with many

tape reduction has also made it easier for our

industry harder than many others - as sudden

other states and territories, also provided

exporters to take advantage of the Export

border closures, severe trading restrictions,

reductions or holidays on the myriad of

Market Development Grants program.

crippling staff shortages and customers whose

levies and various taxes we pay.

In the wake of the latest Victorian

working lives no longer follow traditional

Queensland’s tactic was to incentivise

shutdown there is a fair case to be presented

patterns, left business owners desperately

travel providing vouchers to tourists

that governments, both state and federal, could

wondering what sort of future they face.

to pump money into local economies,

and should do more, especially when imposed

Positively, governments have recognised

supporting local tourism operators. Without

lock downs and shut borders mean food

the importance of our sector, particularly its

the normal backpacker workforce for our

and beverages are thrown out, bookings are

power to create (or re-create) jobs with just

regional food industries, cash incentives

cancelled, staff go unpaid, and entire supply

the smallest hint of a customer.

were introduced to encourage Australians

chains are disrupted at very little notice.

It has been pleasing to see where they

out into the regions to fill jobs.

We know how quickly jobs can be lost

have stepped up to the plate with targeted

We also saw many states introduce direct

– but we also know the resilience of our

assistance measures. Whether it is the

support for our producers, with South

industry and with the right settings how

Federal Government’s recently announced

Australia launching a $5.4 million program

hospitality can swiftly put people back in

temporary COVID disaster payments for

to support wine producers diversifying

work and get economies moving again.

20 | National Liquor News

■

Retail Drinks

presentations which focused on category, consumer/ shopper, retailer and pricing insights. Mark McCaffrey, IRI’s Liquor and Tobacco Director, delivered an informative thought leadership presentation that covered the Australian Retail Liquor State of the Industry, local and international category performance trends, cross category influences, and changing shopper behaviours and influences. IRI is a global analytics and insights provider helping retailers and brand owners to pinpoint pockets of growth through better market performance, shopper understanding and in-market

Data & Insights:

execution. It has been a fantastic partner and supporter of our organisation and industry for many years. Andrew Nowicki, Five Growth’s Commercial Director, shared some fantastic insight from their new

Is your retail liquor business flying blind or flying safe?

Growth Scope platform, which challenged some of

It’s becoming increasingly important for liquor retailers to have access to accurate and relevant data and insights, writes Michael Waters, CEO of Retail Drinks Australia.

most important need that the category satisfies for

the conventions of liquor marketing, helping us better understand who the biggest consumer cohort is, what the biggest consumption occasion is, and what is the consumers. The platform enables businesses to access powerful, integrated, consumer-driven shopping, usage and attitude insights designed specifically

Once upon a time, having access to data and insights

for the Australian liquor industry, providing near

was considered a ‘nice to have’ for liquor retail

real-time insight into how products and brands are

businesses, however, in today’s world, that is no longer

performing in the market with consumers, and the

the case. In the information age, a lack of up-to-date

impact that sales, marketing and promotional activity

and accurate information about customers and their

is having on driving growth.

preferences will mean that businesses, small and large,

And last but not least, the team from Invigor Group

are effectively ‘flying blind.’

shared how independent liquor retailers are using

The day to day operations of a retail liquor business

Retailer Insights to gain real-time understanding of

are complex and the availability of up-to-date, relevant

their business to help grow revenue and margin, acquire

information to help grow margin, profitability and

Michael Waters

profitable new customers and increase customer loyalty.

ultimately run a successful business is becoming

CEO Retail Drinks Australia

Long-term partners Invigor offer members a range of

increasingly important. As part of Retail Drinks’ new three-year Strategic Plan

insights into the retail liquor industry through two key For more

solutions. Through Invigor’s Retailer Insights solution,

2021-2023 and priorities, and our ongoing commitment

information about

retailers can use their own POS data, promotional

to helping members do business better and operate

Retail Drinks’

calendars and loyalty membership information to

more efficiently and effectively, we are in the process of

data and insights

deliver store, product, category and promotional

bolstering our data and insights services and resources.

partners, services

performance insights. Invigor’s Pricing Insights

Thanks to our industry partners, IRI Australia, Five Growth and Invigor Group, members can access exclusive data intelligence and analytics solutions, as well as valuable retail liquor industry insights and trends. At our recent Liquor Retail Summit, attended by over 1000 members and stakeholders from across the industry, our key partners delivered compelling

and resources, or any of our other services and benefits, visit www.retaildrinks. org.au or contact 02 8335 3200

solution provides businesses with real-time visibility of retail liquor pricing and promotions for more than 30,000 products across Australia from over 50 retailers including online and catalogues. If you’re not a member, you’re simply missing out on these and many more services and benefits. Don’t fly blind, fly safe!

■

July 2021 | 21

DrinkWise

Moderation increasingly accepted as the cultural norm Industry partnerships and collaboration are contributing to ongoing positive trends of Australians drinking more responsibly, writes Simon Strahan, CEO of DrinkWise. DrinkWise was created to ‘contribute to a generational

e-commerce purchasing habits and the dynamics of

change in the way Australians drink alcohol by

parental alcohol supply amongst an overwhelming

developing new, positive norms that encourage the

community acceptance for underage abstinence.

adoption of a healthier and safer drinking culture and

Our ongoing industry partnership programs will

the consequent reduction of alcohol-related harms.’

continue to allow us to engage with those Australians

Our generational approach to change is facilitated

who choose to drink, in particular through the

by the long-term funding and support we receive

Cellar Door and Choose to DrinkWise initiatives.

from our contributors and members. Our model

Partnerships with Australian Grape & Wine and Retail

enables engagement with industry and stakeholders

Drinks Australia, respectively, are initiatives that show

around our programs and extends our community

key examples of the collaborative benefits of the

partnerships to significantly increase the reach,

reached through our broad and targeted campaigns and

“Our ongoing industry partnership programs will continue to allow us to engage with those Australians who choose to drink.”

initiatives which include young adults, general population,

Simon Strahan

awareness and consumer engagement with our messages and drive subsequent behaviour change. These behaviour changes are reflected in the ongoing positive consumer behaviour trends we are seeing, with Australians drinking more responsibly and moderation increasingly accepted as the cultural norm. The DrinkWise focus on demographics, currently

expectant mothers and their support networks, parents and Indigenous communities, will continue. We will also, however, invest in significant research to further understand new and emerging trends which

CEO DrinkWise

DrinkWise model and the proactive ways industry can assist in promoting DrinkWise moderation messages. Having worked hard to establish a reputation as a best-in-class model for alcohol education and whole-of-community engagement, DrinkWise recognises the companies that contribute to and support DrinkWise in enabling that cultural change: Accolade Wines Australia, Aldi Australia, BacardiMartini Australia, Beam Suntory, Brown-Forman Australia, Campari Australia, Carlton & United Breweries, Coca-Cola Europacific Partners, Coles Liquor, Coopers Brewery, Diageo, Endeavour Group, Lion Beer Australia, Pernod Ricard Winemakers and Treasury Wine Estates.

will impact the way Australians choose to consume

Our focus on proactive and innovative solutions

alcohol. This includes research into the increasing

will continue to provide a strong foundation for

consumer uptake of lower alcohol content products that

our generational approach to improving Australian

can help reduce daily and weekly alcohol consumption,

attitudes and behaviours towards alcohol.

22 | National Liquor News

■

Leasing

Errors in leases to watch out for

Failure to check the lease before signing it can lead to many issues, writes Marianna Idas, Principal Solicitor at eLease Lawyers. Unfortunately there is no such thing as a standard

this paid back in its entirety or on a pro rata basis?).

lease. Ranging from 10 to 200 pages, many leases

When a Variation of Lease is prepared, ensure that

contain onerous obligations for the tenant and hidden

this is not carried over into the extended lease in error.

costs that they should be aware of.

Further, be careful specifying dates in the actual lease

If the tenant does not agree on any item in the

as terms may change and you need to be mindful to

lease, they can negotiate with the landlord to have it

update specific clauses. Keeping variable terms in

amended, or engage a lawyer who specialises in leases

a reference schedule or definition schedule makes

to do this.

tracking changes easier.

Below are just a few main items to review in the

Cross-references in the lease – ensure defined

lease. Having the lease drawn correctly will protect

terms and clause references are correct. Often the

both parties and limit unnecessary costs.

defined terms include aspects that are detrimental to

Parties – perform company searches to check

tenants through the entire lease, e.g. landlord’s goods

the information provided on the lease is correct to

may be defined as landlord’s goods inside and outside

identify the parties. When the parties sign, cross

the premises. Another clause may say the tenant must

reference this with the company search to ensure the

maintain the landlord’s goods in good working order.

correct people are signing to bind the relevant entity

The issue with this is the definition requires the tenant

– it is not binding if it is not signed correctly. It must

to maintain items outside the premises, which tenants

be signed by either a sole director, two directors, or

may not have control over and generally should not

a director and secretary if entity is a company, or by

be liable for.

an individual with their signature being witnessed.

all words as they can make a huge difference in the

description of the premises is correct. It is ideal to

meaning of the clause. E.g. wording can be vague, like

have a plan attached to the lease clearly noting which

stating ‘in or about’ the premises. Thus, if a clause

area (if part) is being leased, including if a car parking

states that a tenant must maintain items ‘in or about’

space or another area (e.g. storage shed) is also leased.

the premises, this will be difficult for the tenant as

Rent – ensure the amount agreed is correctly

items outside the premises may not be in its control.

noted, if this is GST inclusive, and if the calculation

Outgoings – Be wary of wide clauses such as

of the rent is correct (e.g. yearly to monthly). On the

‘includes but does not limit,’ as means the landlord

exercise of an option, ensure the Variation of Lease

can later add a type of outgoing that was not originally

confirms the new rent and the date the rent begins.

agreed. The tenant should specify what outgoings are

any consequences apply (e.g. if the tenant breaches, is

Marianna Idas Principal Solicitor eLease Lawyers

Vague and sneaky wording - Be careful to read

Premises – perform a title search to ensure the

Rent free – check if this is defined correctly and if

“If the tenant does not agree on any item in the lease, they can negotiate with the landlord to have it amended, or engage a lawyer who specialises in leases to do this.”

included. If possible, capping the outgoings or the increases helps tenants with budgeting.

■

July 2021 | 23

Independent Brewers Association

How excise relief will impact independent brewers The recently announced excise relief will mean big things for the country’s indie brewers, but its not the only thing in sight for the Independent Brewers Association, writes General Manager, Kylie Lethbridge.

Getting excise relief for Australia’s brewers has felt

We have also turned our attention to other national

like a Sisyphean task over the years. A huge boulder

goals, including Container Deposit Schemes. Currently

forever being pushed up a hill, but never making it

each state has its own system, making it difficult and

to the top. Every budget, another disappointment.

expensive for producers to navigate. We would love

Yet here we are, with what began as the Craft Brewers

to see a nationwide alignment on standards, created

Industry Association, and now the Independent Brewers

and backed by industry, and we have already started

Association, celebrating an increase in the excise tax

working on that with our industry partners.

rebate from $100,000 to $350,000. The full amount that we have been seeking for the better part of a decade.

Finally, while all of us in and around the sector are familiar with the wonderful rise of small and

I was lucky enough to be at one of our member

independent beer in Australia, we believe the next

breweries, BentSpoke, in Canberra for the announcement

challenge is communicating just how good it is to

by Federal Treasurer Josh Frydenberg and while we knew

consumers. We need to make sure when they are

it was going to be big, we didn’t realise just how big until

buying beer off shelves and on taps, they know who

hours before it was announced. It was a special day, and

has made the beer, and how their purchasing decisions

while it’s been a time to celebrate, we also understand

can support Australian jobs and business.

there are still many more rocks we need to push.

We have already begun increasing visibility of the

First and foremost, we need to ensure our members

Certified Independent Seal at festivals like our own

are using the rebates in ways that enable the industry

Good Beer Week, alongside the GABS Craft Beer and

to continue to grow for a long time yet. This means

Cider Festival, while beginning to work with other

investments in people, infrastructure, equipment, and

festivals to do the same. Our members make up the

the tools to make better beer more consistently.

bulk of the beers poured at most festivals, and we want

A key part of making better beer more consistently

to make sure we celebrate that.

will also be training. With a forecast of close to 7,000

We are also currently reviewing how we run our

new jobs being created over the next five years in the

own events. We have asked consumers for their

independent beer sector, plus 23,000 indirect jobs

feedback on events, and will be talking with members

(manufacture, supply, and logistics, to name a few),

and our partners on how best we can run events, while

we need to make sure we have the right skills to fill

still supporting existing activations and events that are

them. This means working with government as well

already celebrating indie beer.

as education and training providers to build courses

Now the end of the financial year is upon us, and

around industry specific needs, and ensure we are

we’ve enjoyed a major win, it’s time to recharge our

gearing up for a new generation of brewery employees

batteries, dust off our hands and get ready to keep

who have the right skills and good career paths.

pushing, for our members and the entire industry.

24 | National Liquor News

■

“While it’s been a time to celebrate, we also understand there are still many more rocks we need to push.” Kylie Lethbridge General Manager Independent Brewers Association

Fresh look COMING SOON

We are excited to share a sneak peek of the fresh new look for our Villa Maria Private Bin range. What will stay the same is the exceptional quality of wine consumers know and love.

FOR MORE INFORMATION CONTACT YOUR HOUSE OF FINE WINE CUSTOMER MANAGER OR PHONE 1800 845 526

Snooper

Father’s Day 2021 – a return to 2019?

Father’s Days past may give an indication of how this year will go, writes Laurie Wespes, CEO of Snooper.

As Father’s Day typically sees shoppers

However when looking at the category

period, such as Chivas Regal (ranked 18th

performing little research, and 75 per cent

level, the share of displays achieved were

in volume share but second in display

of liquor gift purchases occur the week

not necessarily congruent with share of

penetration) and Glenfiddich (ranked 34th

prior to the event, in-store display is a key

purchase. For example, wine was the most

and third on the off-location podium).

touchpoint used to drive purchase.

off-located category at 53 per cent of displays

In wine, per tradition, red varietals

Father’s Day 2020 may have been somewhat

versus 28 per cent share of purchase during

tend to be in the spotlight with retailers

anomalous as some parts of Australia were

Father’s Day, while spirits was unsurprisingly

dedicating specific hotspots branded around

still locked down (Victoria) and anecdotally

the most popular liquor category but only

the occasion – e.g. Liquorland’s display of

the number of in-store displays had reduced

had eight per cent of displays versus 32 per

‘Aussie Reds for Dad’.

versus prior years. At any rate, a look back

cent share of purchase.

Despite some perceptions, rightly, of

at 2019 may give some indications of what

Within spirits, to be expected, whisky

Father’s Day being all about gift boxes such

Father’s Day 2021 may hold. Here we’re going

was the most off-located category. Brands

as Johnnie Walker’s and glassware such as

to look at off-location displays (share allocated

with high volume share in total spirits

that by Stella Artois, discounts were the

by category and winning brands, as extracted

such as Johnnie Walker and Jack Daniel’s

number one mechanic used on displays

from the in-store images submitted by our

(respectively ranked number two and six in

across categories. While discounts may

Snooper shoppers).

total spirits volume market share) were the

help suppliers secure placement in-store

In 2019, the number of displays in the

most prominent and had the highest display

with retail partners, the depth of discount

lead up to Father’s Day were 1.3 times higher

penetration. But other brands ranked lower

required should be considered carefully, as

than immediately afterward, even taking

in spirits volume share over-invested above

the majority of Father’s Day shoppers do not

into account Footy Finals activations.

their fair share during this key selling

have a firm budget in mind. In fact, they

26 | National Liquor News

Snooper

Looking for more tips to capitalise on Father’s Day 2021? Check out our occasion feature from page 42 Laurie Wespes CEO Snooper

“In 2019 we observed some categories finding ways to obtain premium space without the need for deep discounting.”

may be willing to upgrade to ‘buy something nicer for Dad’, with most liquor purchases ranging from $20-$100. Indeed, in 2019 we observed some categories finding ways to obtain premium space without the need for deep discounting. Some spirits brands achieved off-location space with no promotion by using simple Father’s Day branding and tastings, or gifts with purchase related to classic Father’s Day items, which is what Chivas did with their socks promotion. Some, such as Glenfiddich, also leveraged personalisation with custom gifts. Others used Father’s Day related prizes displayed in store to catch shoppers’ attention, such as Tempus Two with a Smoker BBQ, Jack Daniel’s with a bar fridge or Taylors Wine with a Smart TV. Lastly, limited edition also helped secure prime hotspots, such as the James Squire ‘Wreck Survivors Ale’ specially released for Father’s Day. In contrast, wine was discounted in 90 per cent of stores we visited, and only off located without a specific promotion mechanic in six per cent of stores. Beyond discounting, wine is also an AWOP or multi-buy-type opportunity, as nearly half of shoppers (45 per cent) buy more than one bottle for Father’s Day. Further, when shoppers were asked to photograph the most impactful displays in-store and report the reason for selecting that particular display, theming and creativity ranked higher than price/discount and brand, showing that Snooper photos showing the most impactful displays from 2019

shoppers’ attention is caught more by the stage setting around the display than the brand or the value. This suggests that off-location displays may drive brand switching, illustrated by the nearly one third of shoppers (30 per cent) deciding to buy a product that was on the ‘most impactful display’. Let’s see how Father’s Day 2021 plays out, and whether there is much break with tradition in terms of categories and discounting. We’ll have our Snoopers on the case.

■

Sources: GfK Project Wrap, 2016 Euromonitor Volume Share, Spirits, Australia, 2018 July 2021 | 27

IRI

In the data: Easter Review 2021 IRI data shows the big differences between Easter 2020 and 2021, writes Angus Byrne, Consultant at IRI.

The off-premise industry was in a far

outperforms RTDs, as this category alone

& Hennessey Champagne saw growth of

different situation in Easter 2021 compared

saw an actual increase of +$56.8m vs Easter

+$1.1m each. Meanwhile, both Penfolds and

to Easter 2020.

2020, growing at +21.2 per cent. Meanwhile,

Squealing Pig grew table wine, with Squealing

In Easter 2020, sales were down from

cider only accounted for 4.0 per cent of the

Pig in triple digit growth of +126.9 per cent

Easter 2019 by -0.6 per cent. Then, when

value growth that beer did. The top four

(+$2.3m), and Penfolds growing +35.8 per

assessing the two weeks to Easter 2021 against

largest growth contributing brands during

cent, generating +$1.1m against last Easter.

Easter in lockdown 2020, we saw double digit

Easter this year were also the top growth

From a territory perspective, all liquor

growth of +10.7 per cent across the channel.

drivers in 2020. The top five beer brands

categories registered growth across all states,

Liquor saw the strongest dollar growth rate

in terms of volume growth include Great

with eastern states driving similar levels of

when compared to different FMCG channels

Northern Brewing Co (+$9.7m), Carlton

value growth. NSW had the highest level

with +16.9 per cent for the year to 04/04/21.

(+$7.3m), XXXX (+$4.2m), VB (+$3.9m)

of total liquor sales than any other state in

When comparing the Easter periods

and Hahn (+$3.8m). Within the cider

both Easter 2020 ($214.7m) and Easter 2021

in 2020 and 2021, we see that all liquor

category, Mercury and Somersby were

($258.5m) and is the largest driver of value

categories registered actual value growth.

the two major growth driving brands, as

growth with an increase of +$43.8m vs last

together they accounted for 98.4 per cent

Easter (+20.4 per cent). This is followed by

of cider growth during Easter 2021.

Victoria with value growth of +$43.7m and

Spirits-based drinks had strong growth in Easter 2021, increasing dollar sales by +$94.5m compared to the year before. This growth was

Wine was the category that saw the least

Queensland which grew +$41.7m. Across

driven by RTDs, which grew by +$56.3m at

growth. Overall, wine saw actual dollar

all states, the growth driver is spirits, which

a growth rate of +59.1 per cent. Four of the

growth increase of +$26.0m vs Easter 2020

accounts for 40 per cent of total growth

five largest value growth contributing brands

(an increase of +14.1 per cent), which was

across all states and territories.

in sprits are RTDs, including RTD Jack Daniels

driven by sparkling wine (+$17.3m) and

Strong growth in all categories across

(+$7.3m), RTD Cruisers (+$6.9m), RTD

table wine (+$11.9m). However, while wine

Australia in Easter 2021 compared to Easter

Smirnoff (+$6.3m), Glass Spirits Smirnoff

saw strong growth, both cask and fortified

2020 led to a highly successful key selling

(+$6.2m) and RTD Canadian Club (+$5.5m).

wine types drained the wine category, with

period. It will be interesting to see now how

While these are the actual dollar drivers of

fortified wine growth down -$0.5m and sales

such strong performance will compare with

growth, they are not growing at the fastest rate,

of cask wine dropping by -$2.9m. Mumm is

next year.

with the exception of RTD Smirnoff which

the top performing brand in terms of total

grew +133.7 per cent.

■

wine sales and is the largest growth driver of

Source: IRI MarketEdge, Australia Liquor

While overall spirits was the highest

all wine brands for Easter 2021, growing by

Weighted, 2 Weeks to 04/04/21 (Easter 2021)

growth driver, individually, beer

+$3.6m. Also, Chandon sparkling and Moët

and 2 Weeks to 12/04/20 (Easter 2020)

28 | National Liquor News

Spirits and Cocktails Australia

We may be only halfway through 2021 but already this year has proven to be one of the busiest and most successful in recent memory, in terms of regulatory reform. In May, a sustained joint campaign by Spirits and Cocktails Australia and the Australian Distillers Association achieved a well-deserved outcome in the 2021-22 Federal Budget, with the Morrison Government increasing the excise refund cap for small distillers and brewers from $100,000 to $350,000.

“The gains so far have energised us. They prove that a united, well-argued campaign can achieve change over time.” Greg Holland CEO Spirits and Cocktails Australia

This initiative will deliver much

Zealand’s, with further increases every

needed assistance to more than 300

six months. This impost continues to

craft distillers, most of whom are

stymie foreign investment and is a

based in rural and regional areas, and

substantial handbrake on an industry

also represents a promising first step

that otherwise has the potential to

towards unleashing the potential of

match Australian wine in terms of

the Australian spirits industry.

export growth and worldwide prestige.

In June, Prime Minister Scott

While applauding the Morrison

Morrison shook hands with his UK

Government for delivering these

counterpart Boris Johnson to affirm

significant gains for spirits in 2021,

their in-principle commitment

we at Spirits and Cocktails Australia

to a UK-Australia Free Trade

have made it clear that we will

Agreement (FTA).

continue to campaign for further

The removal of the current five per

reforms to reduce this burden.

Big wins in 2021 but more to go

cent tariff on Scotch whisky under

We ask for nothing more or less

that FTA was cited by Morrison as an

than fairness in our tax system;

appealing example of how consumers

fairness for the distillers who work

win when markets are opened up and

just as hard as any other Australian

diversified. No doubt there will be

producer to create their award-

plenty of knock-on benefits for the

winning products, and fairness for the

wider hospitality sector as well.

consumers who enjoy what we create.

Despite a successful year so far, there’s no slowing down further progress, writes Greg Holland, CEO of Spirits and Cocktails Australia

While both governments work on

The gains so far have energised

the final text of the agreement, Spirits

us. They prove that a united, well-

and Cocktails Australia also hopes to

argued campaign can achieve

see more support for the promotion

change over time. We look forward

and distribution of award-winning

to continuing to work with the

Australian spirits within the UK.

Government toward a fairer and

Amidst all the positive news, we

more sustainable spirits tax regime –

can’t forget that Australia’s alcohol tax

one that aligns spirits tax rates with

regime remains fundamentally flawed

brandy, and freezes CPI increases –

and unfair, imposing a spirits tax that

to create jobs, investment and export

is already ten times higher than the US

opportunities in a burgeoning

rate, and 68 per cent higher than New

Australian industry.

■

July 2021 | 29

Wine Australia

Shiraz growth strong in the off-trade

Peter Bailey

Australia’s most widely planted grape is continuing to grow in the off-premise market at pace, writes Peter Bailey, Manager of Market Insights at Wine Australia. Shiraz is one of the world’s major grape varieties.

Manager of Market Insights Wine Australia

Single varietal Shiraz sales in the Australian off-trade market (A$ million)

With 181,000 hectares under vine across the globe, it is the sixth most planted variety in the world, behind Cabernet, Merlot, Tempranillo, Airen and Chardonnay. Australia is a major producer of Shiraz on the global stage, with 39,000 hectares under vine, second only to France with 62,000 hectares. Australia’s area equates to 21 per cent of the global Shiraz area. Not surprisingly, Shiraz is Australia’s major variety by area under vine, ahead of Cabernet and Chardonnay. There is almost as much Shiraz under vine than Cabernet and Chardonnay combined. To provide additional context, there is more Shiraz under vine than the combined area of the ten next biggest varieties after Cabernet and Chardonnay.

By price point, for single varietal Shiraz, the growth

So how are Shiraz sales tracking in the Australian

centre was between $15 and $30 per bottle. In the past

off-trade market? While the pandemic has had an

12 months, the value of sales at $15–20 increased by

influence on wine sales in the off-trade market with the

18 per cent and at $20–30 by 22 per cent. Australian

disruption to the on-trade sector through shutdowns

consumers have been demanding premium Shiraz,

and patronage restrictions, there have been some very

with growth rates in these two segments at least

positive results for Shiraz sales in the off-trade.

double what they were in the previous year.

For total Shiraz sales, including both Shiraz and

While some of this growth can be attributed to the

Shiraz blends, the growth has more than doubled,

shutdown of the on-trade during the height of the

from five per cent in the 12 months ended 5 April

pandemic, it is a continuation of the growth in Shiraz

2020 to nine per cent in the same period in 2021.

sales, especially at $15–30, that was evident prior to

The growth in the overall Shiraz category was driven by single varietal Shiraz with sales up 12 per

the pandemic. Furthermore, the pandemic has seen a shift to localism which has also assisted growth.

cent in the past 12 months. In comparison, Shiraz

Single varietal Shiraz is now only marginally

blends declined by eight per cent. There appears to

behind Sauvignon Blanc as the number one category

be a clear preference for single varietal Shiraz in the

in the Australian off-trade market. If Shiraz blends

domestic off-trade market.

are included, Shiraz is clearly the number category.

30 | National Liquor News

■

To find out more, contact your Treasury Wine Estates representative on 134 893

Rum

Just RUM with it Rum is steadily growing, but innovation and premiumisation in the category has experts saying it is set for an even bigger future, writes Dan Hughes.

Flor de Caña

When it comes to glass spirits, rum is one category that

cent, with rum growing at 17. So, it is growing, just not

has been showing steady growth. And while much of

as a fast as the other categories,” Catada said.

the market is dominated by lower price point products,

“However, spiced rums have been really driving

predicted expansion of the premium and innovative

growth because of all of the innovation, and it seems

sector in rum has experts saying the category is set for

to be attracting a new generation of rum drinkers

a popularity explosion in the near future.

because of its approachability.

Emmanuel Condé, NSW & TAS Ambassador at

“Premium luxury rums are growing as well. You’ve

Cerbaco, which imports a range of international rums

got a lot of rum producers focusing a bit more on

into Australia, predicts the popularity of the category

age statements, so retailers can use these to help

will start gaining momentum this year.

navigate when upselling a customer. You’ve also got

“Rum in general is on the high, with new Australian distilleries, new imports, many rum events and

experimental cask maturation and finishes, which is driving some interest among whisky drinkers.”

fantastic tiki bars across the country. We saw the rum category grow two digits in the last few years, and it is

A premium sip goes a long way

already skyrocketing in 2021,” Condé said.

Rum is a prime example of how premiumisation can

Loy Catada, Brand Ambassador at Bacardi-

drive growth in bottled spirits in Australia. In 2020,

Martini Australia, said he is expecting additional

many brands were able to offset the loss of on-premise

growth in spiced and premium rum expressions will

sales with an increase of interest in premium sipping

attract new consumers.

rums in the off-premise.

“Tequila is killing it, growing at 30 per cent in

“Interestingly, all growth is from the premium

Australia and gin is also going around about 36 per

sector which is offsetting declines in standard rum. It’s

32 | National Liquor News

“People are just beginning to appreciate good sipping rums and given the premiumisation trend across the entire category, it would be worth considering devoting more shelf space to higher end, aged rums.” James France Founder and Managing Director Vanguard Luxury Brands

Rum

the future of the category,” said James France, Founder

Premium rums also serve to improve the reputation

and Managing Director of Vanguard Luxury Brands.

of the entire category from its often unflattering history,

“People are just beginning to appreciate good sipping

making it more attractive to consumers.

rums and given the premiumisation trend across the

Catada said: “Premiumisation will play a big role.

entire category, it would be worth considering devoting

Even now, there’s a lot of misunderstanding about

more shelf space to higher end, aged rums.”

rum. It has a bad rap and stigma.

A specific type of rum that is benefiting from this

“When you think about rum in Australia, you

premiumisation growth is agricole, which is rum

think about dark rum and coke, or that traditionally

made from sugar cane juice rather than molasses.

it’s a pirate’s drink, it’s not a drink that royalty

According to Condé, agricole’s popularity in this

would have. But it’s slowly getting better and I think

sector comes from how it offers an alternative to other

premiumisation is going to really drive that education

premium dark spirits.

towards navigating what the consumers really want.”

“Rum is benefiting from consumers becoming more selective, stepping away from industrial

Innovation of rum to skyrocket sales

manufacturing, and shining next to whisky or Cognac

Innovation is a key component to the future of rum

as another premium spirit,” Condé said.

according to Australian Distillers Quentin Brival and

“Particularly for the agricole category, it has this raw, authentic flavour profile that provides a distinctive drinking experience. At an event last month, the vintage rums on taste were about $150 to $200 a bottle and they really changed people’s perception on the category.”

Fun facts about rum • Rum is the oldest spirit in the world, with the first distillation taking place in the 1620s. • Rum was used as a type of currency in the 18th century. • Rum can allegedly help prevent hair loss - in the 1800s, it was used by many as a type of shampoo to clean the hair and make it thicker. • Rum has a lot of nicknames, some include: Kill-Devil, Demon Water, Navy Neaters, Nelson’s Blood, Barbados Water, Pirates Drink and Rumbullion.

L-R: Paul Messenger and Quentin Brival of Husk Distillers

July 2021 | 33

Rum

Paul Messenger from Husk Distillers, who say it is only a matter of time before the category experiences the same spike in popularity as gin has had in recent years. Messenger said: “Ten years ago the whole spirits market was saturated, but that started to change around 2013 when the gin train started rolling. “The driving force behind the gin renaissance was the emergence of craft distilling and the unstoppable force of innovation by thousands of first-generation distillers around the globe. Now we are seeing a growing number of craft rum distilleries emerging, offering new styles of rum, which is in turn stimulating demand in the rum category. “This trend will continue to grow because more rum producers means more education, exposure, new products and growing consumer interest. We are seeing many indicators that suggest rum is now at a similar stage to where gin was in 2012.” Brival added that innovative products being produced will also challenge existing popular styles of rum, which currently hold the majority of the market share in Australia. “Bottle shop shelves have been dominated by a few rum producers for too long and this has only just started to change. There’s an extraordinary level of market concentration that is set to be challenged by a new breed of rum makers over the next five years,” Brival said. Condé said rum is also advantageous to feature prominently now, as many future innovations have yet to be explored. “Rum is still a category being discovered and explored in its diversity, from its origins, raw product with molasses versus sugar cane, fermentation, distillation, maturation white, gold, dark or spiced rum. The category is a very broad one, made all around the world so there will be an opportunity to host many innovative products on the shelf in the future,” he said.

Escape with rum The COVID-19 pandemic has certainly put a halt to overseas travel plans. But rum is offering consumers a chance to go on holiday from their homes according to Cerbaco’s Emmanuel Condé and Bacardi-Martini Australia’s Loy Catada. Condé said: “The name ‘rum’ is quite exotic. It rhymes with tropical islands, magnificent beaches and tales of pirates chasing treasures and glory. With international borders currently closed, maybe it’s a nice time to discover the world of rum.” While Catada said: “Rum has got this really awesome reputation of escapism thanks to the tiki revolution back in the day. After a year of the pandemic, just about everyone wants to have a holiday, illustrating its versatility and diversity.”

34 | National Liquor News

Rum

“Rum is benefiting from consumers becoming more selective, stepping away from industrial manufacturing, and shining next to whisky or Cognac as another premium spirit.”

Prepare for the future of rum now

“We think developing a new rum culture in

While the range of rums on the market today is already

Australia is important. Gin used to suffer from a

quite broad, France predicts this will grow further in the

poor image but this has been completely eclipsed

coming years as additional aged and spiced rums emerge

by the gin renaissance we’ve observed over the

with more density and complexion on the palate. He said

past few years and the hundreds of new Australian

this will be an important trend for retailers to watch.

gin producers that pushed the category at once,”

“Like with other spirits, retailers should watch

Messenger said.

for rums aged in different barrels which can add all

Brival added: “This can happen with rum if we

sorts of wonderful new flavour dimensions. Also

take people on a journey and show them all of what

look forward to rums with premium flavours such

rum has to offer. Especially considering rum is a lot

as coffee or spices beyond the traditional vanilla-

harder to make than gin and bringing a product to

forward spiced rums,” France said.

market takes years.”

Messenger and Brival said consumers are making

For proactive retailers, now is the time to be

purchases based on a spirit’s reputation, meaning

educating customers about the innovation and

Emmanuel Condé

retailers should educate customers about rum now

top shelf premium products that rum has to offer,

NSW & TAS Ambassador Cerbaco

to maximise trade when the category has its inevitable

to ensure you maximise trade when the forecasted

breakout in the future.

‘rumolution’ arrives.

■

July 2021 | 35

Robert Hill-Smith and Jessica Hill-Smith of Yalumba

The Barossa

A dream vintage for the Barossa

36 | National Liquor News

The Barossa

Now is the perfect time to support the Barossa, with wineries recording drought-breaking yields and quality in the 2021 vintage, writes Dan Hughes.

This year has been a vintage to celebrate for wineries

in their vineyards, which also continued the quality

throughout the Barossa region as they report great

reputation that the region is known for.

quality grapes, a relatively hazard free growing season and

“We were very buoyed with harvest this year, which

favourable weather that has broken a two year drought.

after two consecutive vintages in 2019 and 2020 being

It’s a great time for retailers to capitalise on the cool

particularly small (whilst excellent quality), seeing

climate South Australian region which produced an

that we returned to long term average yields and some

exceptional 2021 vintage.

remarkable wines from the bottom right to the top,”

Alex Trescowthick, Winery Operations Manager and Chief Winemaker at RedHeads Wine summarised

said Allister Ashmead, Co-Managing Director and second-generation Co-Owner at Elderton Wines.

the 2021 vintage timeline and said: “We are fortunate

“The 2021 harvest is superb. It should be said that

early rain and a dry finish has kept this year’s crop

the best of the best of the Barossa is always remarkable,

even and disease free. Personally, I think the mild

but my thoughts of 2021 is it is another one of those

weather will have the largest impact on the 2021

vintages where every parcel of fruit has elevated itself

vintage stylistically, with a cooler season, we have

to be pretty remarkable.”

seen a beautiful acid retention and balance in the fruit.

Louisa Rose, Head Winemaker at Yalumba, said

“Ignoring geography and soil types, the cooler,

the region had consistent weather patterns to help

milder vintage that was practically extreme weather

promote better growth than recent vintages.

event free, allowed the vines to work their magic

“We had another quite dry winter in our 2021

through the growing season into harvest relatively

vintage but we had a good spring so we had good

stress free.”

growth. And it’s been quite a mild season where we didn’t get a lot of rain, but we had slightly cooler than

The return of high yields

normal temperatures,” Rose said.

While the 2020 vintage in the Barossa produced

“Things ripened up quite slowly this year and we

quality grapes, it didn’t showcase a high yield for many

managed to bring everything in with perfect timing

of the wineries in the region.

so we were very lucky in that respect and the quality

This year wineries saw a return to higher yields

of what we’ve got in is beautiful. So we’re very excited.”

Wolf Blass winery

July 2021 | 37

The Barossa

Craig Stansborough from Grant Burge Wines

Quality was also a focus in the 2021 vintage for Bernadette Kaeding, Owner and Winemaker at Rojomoma, who said “The quality is fantastic. Flavour development was stunning, with controlled alcohol and beautifully ripe tannins. Crop levels for us were still lower than normal, especially for our old Grenache vines, but overall much higher than the previous two years.” With the Barossa famous for red grape varieties, Richard Mattner, Winemaker at Pepperjack, part of Treasury Wine Estates portfolio, said the 2021 vintage will showcase and highlight the region’s reputation. “This vintage has been fantastic. Both the Cabernet and Shiraz look exceptional. I think you will really see the diversity of the Barossa this year with all sub-regions really expressing themselves,”

Louisa Rose from Yalumba

Tim Dolan from Peter Lehmann Wines

Mattner explained. “The cooler southern end of the Barossa is expressing ripe red berry fruit, the centre of the valley is displaying lovely rounded blue fruit whilst the northern valley and the eastern and western ridges are bringing more of your darker, denser fruit and tannin. It all adds up to what looks like a season to remember.”

A sustainable future Looking at the wineries of the Barossa, there is a clear eagerness to ensure the region is able to continue producing wine for generations to come. Tim Dolan, Senior Winemaker for Peter Lehmann Wines, part of the Casella Family Brands portfolio, said the Barossa has significantly increased its focus on sustainability in recent years, in both the vineyards and wineries. “[Sustainability] is certainly at the forefront of any major decision making now and into the future. Our grower liaison and viticulture team continues to work closely with our network of longstanding growers to manage the impacts of climate change and encourage all viticulture practises with sustainability in mind,” Dolan explained. Trescowthick believes all wineries in the Barossa will also play a key role in the region’s economic and environmental longevity, in more ways than one. 38 | National Liquor News

For further information, please contact your Pernod Ricard Account Manager

The Barossa

Yalumba cooperage

“I think in general most wine regions view

months with COVID-19 and the effective closure of

sustainability as a longer-term commitment, so you

the Barossa’s number one export market. [However

need to be looking after your soil and the surrounding

we have overcome this by] reallocating wines destined

environment,” he said.

for China to the Australian market and more attractive

“One thing that gets a little over-looked in the Barossa is that we produce a lot of glass bottles here,

“Retailers play a pivotal role in supporting Australian wines and helping the category grow domestically… ensuring the longevity of the Barossa region lies with us as winemakers as well as retailers.”

which is far better than using imported glass or transporting them from interstate.”

export markets including Canada, New Zealand, South Korea and the UK,” Langmeil said. While the 2021 vintage may have been a dream vintage for many, improved conditions also meant a busier growing season, which was another challenge

Retailers key to overcoming challenges

for winery staff.

The past 18 months have seen a range of challenges

Coldstream Hills, part of the Treasury Wine Estates

for wineries across the country, and Barossa wineries

portfolio, said: “Despite the reference to a near

have had their fair share.

dream vintage in the winery, the same cannot be

The recent Chinese Government’s tariffs on

Andrew Fleming, Head Winemaker of

said for the growing season.

imported Australian wines was one of the big obstacles

“Above average spring and early summer rainfall

for Barossa winemakers. According to Ashmead, local

led to a significant amount of extra work in the

retailers were really valuable in the aftermath of the

vineyards. A number of our vineyards are on steep

tariff announcements.

slopes which made mechanical work like trimming of

“It has to be said that whilst export has become

vines impossible due to the slipperiness of the slopes.

trickier this year, we are pleased to see that we are

“Trimming by hand was required on a number

still getting orders from most of our international

of instances... [and] vineyard management 101 was

Helen McCarthy

distributor partners. This said, we are very happy that

tested with disease pressure as well as having to work

Senior Winemaker St Hallett

we have always stuck to our mantra of being very

around the clock – a credit to the vineyard team.”

domestically focused,” Ashmead said. Matthew McCulloch, CEO of Langmeil Winery,

been felt, Barossa wineries have acknowledged the

said the Australian market was helpful in overcoming

important role that retailers play in aiding recovery

the loss of such an important export location.

and avoiding any lingering impacts. And that’s

“Unsurprisingly, it’s been a turbulent twelve 40 | National Liquor News

After the immediate impact of such challenges has

integral for the longevity of the region in 2021 and

The Barossa

beyond, according to Accolade Wine’s Barossa wineries, St Hallett and Grant Burge. Helen McCarthy, Senior Winemaker at St Hallett, said: “After a year filled with challenges for all, supporting local Australian businesses and enjoying local produce has never been so important and highly valued. “Retailers play a pivotal role in supporting Australian wines and helping the category grow domestically… ensuring the longevity of the Barossa region lies with us as winemakers as well as retailers.” Grant Burge winery

Craig Stansborough, Chief Winemaker at Grant Burge, added: “In both 2019 and 2020, we were all faced with many challenges, with most vineyards not producing enough to cover costs… and to be honest everybody is a little nervous. “So, any bottle of Barossa wine sold supports much more than just the winery that it is purchased from; it flows down to many growers, small businesses, and the Barossa community as a whole. Retailers can help to ensure the longevity of the Barossa region through continued customer engagement in-store and online.” Despite all these challenges, the 2021 vintage has winemakers excited to share and promote the quality and quantity of wine coming from the Barossa. It’s now up to retailers to take advantage of what the region has on offer.

■

“Personally, I think the mild weather will have the largest impact on the 2021 vintage stylistically, with a cooler season, we have seen a beautiful acid retention and balance in the fruit.” Alex Trescowthick Winery Operations Manager and Chief Winemaker RedHeads Wine

July 2021 | 41

Father’s Day

Cheers to Dad The opportunity for liquor retailers around the Father’s Day shopping occasion is continuing to grow, and now is the time to start preparing for this year’s event.

This year in Australia, Father’s Day will be on September 5, 2021.

42 | National Liquor News

Each year since the 1930s, consumers wrack their

once the norm, as it still is in many other countries.

brains thinking about the perfect gift to show dad

This year, Father’s Day is set to become an even

how special he is. Although Father’s Day isn’t until

bigger shopping occasion. If you look to the US as one

September in Australia, google searches about the

example, a study by the National Retail Foundation

occasion actually peak in June, around the time that

last year found that 77 per cent of consumers said

Father’s Day is held in the US and UK. That question

Father’s Day became more special because of the

about what to get dad is already in the minds of

pandemic. That thought continued into 2021, with

shoppers now, and will linger until the first Sunday

sales around the occasion making the biggest year on

in September.

year jump ever with over $20bn recorded.

According to CommBank data, the price behind

Even a fraction of those results on our shores

that gift choice has been increasing year on year.

would make Father’s Day an incredibly important

Between 2015 and 2018 alone, the average amount

opportunity for liquor retailers, especially considering

of money spent on the occasion rose by 37 per cent.

data from Retail Me Not which puts alcohol in the

These days Father’s Day attracts a larger spend than

top three categories when it comes to most desired

Mother’s Day in Australia, although the opposite was

gift on Father’s Day.

Father’s Day

Father’s Day is increasingly becoming a focus for brands as well (which is evident in Snooper’s article from page 26, and our Father’s Day gift guide in the coming pages). For William Grant & Sons brand Glenfiddich, Father’s Day is one of the most important shopping occasions of the year, beaten only by Christmas in terms of sales. Marketing Manager Kristie Asciak said this is because of the enormous opportunity behind the day. “Versus total spirits, and in comparison to other key sub-categories, single malt is the most gifted category of all spirits at 33 per cent. We have also learned it’s a great way to recruit new shoppers as 26 per cent of all liquor gifting turns out to be the first time that shopper has actually ever purchased that product. What a great way to start a habitual purchase,” Asciak told National Liquor News. Another spirit brand that recognises the value behind the occasion for this year is Archie Rose, where Trade Marketing Manager Simon Flood said: “Coming off the back of a particularly tough 18 months, it’s more important than ever to embrace

Retail tips Asciak and Flood gave National Liquor News their top tips for retailers this Father’s Day: • Make it easy: “Create an easy to find, shoppable space for gifting instore, as well as highlighting specific gifting products online.” - Flood • Clearly merchandise market leaders: “Over half of all gifting decisions are made in the shopping aisle… research shows shoppers navigate the store by looking for the market leader of any category.” – Asciak

occasions that celebrate and recognise our loved ones.” The portfolio offerings of Glenfiddich and Archie Rose show examples of products optimised for gifting on occasions such as Father’s Day. For example, personalised labels from Glenfiddich are extremely popular, with the option now in its third year. “Personalisation is a huge trend amongst shoppers with up to 36 per cent of consumers interested in personalised alcohol products and one in five consumers willing to pay a premium,” Asciak said. The aesthetic is also important, as Flood notes:

• Give the consumer confidence: “Staff who are well-educated about

“We make a conscious effort to design our core

the products available and armed with the ability to offer samples to

range products beautifully from the outset, making

customers make it easier for shoppers to make purchase decisions.” - Flood

them excellent gifts all year round. For example, our Distiller’s Strength Gin now comes in an elegant gift

• Stock aged expressions of key brands: “Explorer shoppers are looking

box that consumers can grab off the shelf wrapped

for news and interesting products, but within a trusted range… stocking

up and ready to go.”

just a few bottles of our aged variants provides an uplift across even the base expression.” – Asciak.

It’s all about finding something to make dads feel special and appreciated, with something they actually want (goodbye socks and jocks!).

■

July 2021 | 43

Father’s Day

Gifts for Father’s Day Help your shoppers make the best gifting decisions this year with these drinks dads will love.

Glenfiddich personalised labels Glenfiddich personalised labels are available nationally across the Glenfiddich range and can be created at gflabels.com before arriving via post in three to 10 days. Retailers wanting to promote the offer through their store should contact William Grant & Sons for digital advertising assets and point-of-sale. Distributed by: William Grant & Sons

Great Northern Zero Great Northern Zero is a 0.0 per cent alcohol, full taste beer, brewed with an outdoor lifestyle in mind. With deep golden hues and a fruity aroma that carries through to the palate. Great Northern Zero has a balanced sweetness that is complemented with subtle bitterness. It finishes clean and crisp. Distributed by: CUB

Gage Roads Rock Dance IPA Fresh from Gage Roads, Rock Dance IPA is brewed with a hop trifecta of Idaho 7, Citra and Azacca – packing amped up bursts of tangerine, stone fruit and resin. This West Coast IPA is anchored with rounded malt and firm bitterness, coming in at 6.5 per cent ABV. Happy Father’s Day, Dad! Distributed by: Good Drinks

Kings of Prohibition Red Wine and Tumbler Pack This is for the fun dad. The dad that never grew up. The household prankster. Nothing excites this dad more than a burger with all kinds of toppings, he is a burger artiste. With his meaty burger, serve a glass of the Kings of Prohibition Shiraz, Red Blend or Tempranillo – they are all entertaining! Distributed by: Calabria Family Brands

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Father’s Day

Patritti ‘JPB’ Reserve Shiraz 2018 Patritti named this wine after founding father Giovanni (John) Patritti. JPB or ‘John Patritti Brighton’ refers to the greater region of Adelaide where the winery is located. Today, grandson James Mungall makes the wine an the original JPB branding iron is still used to stamp barrels. Contact Patritti for your local distributor

Brown Brothers Origins Series Malbec The spirit of the tango and the mountain peaks of Argentina were the inspiration that led to Brown Brothers Origins Series Malbec. This flavoursome wine is an ideal partner for a wide variety of robust winter dishes like slow cooked lamb shanks served on Mediterranean vegetables or panfried minute steak with a light pepper sauce. Distributed by: Brown Family Wine Group

Mad Monkey Ubhal Bakte ‘Ubhal Bakte’ is baked apple in Gaelic as an ode to family and heritage. Think sticky caramelised apple and hazelnut with an underlying hint of smoke and spice. A mix of steeped and vapour infused botanicals, perfect to draw out the natural sweetness of the apple and cosy depths of spices. Contact Mad Monkey Distillery for your local distributor

Archie Rose Distiller’s Strength Gin Distiller’s Strength Gin is Archie Rose’s boldest and most elegant gin, packed with sixteen individually distilled botanicals, including pear, rose, elderflower and honey collected from the distillery’s own hives. This gin comes complete with a gift box and long list of accolades. Distributed by: Archie Rose

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Father’s Day

Wolf Blass Grey Label McLaren Vale Shiraz Australia is famous for its Shiraz and from an early time, Wolfgang Blass identified its potential as a variety the world would one day fall in love with. Enjoying the honour of being the first wine released under the Wolf Blass label, the Grey Label Shiraz has emerged as a highly recognised and much-loved Australian wine of affordable luxury. The wine is quintessential Wolf Blass; a classic

Starward Whisky Bottled Cocktails

variety made using contemporary

Starward Whisky’s new bottled cocktail range is bringing

winemaking techniques, with a

favourites from the bar into the home. There are three high

respectful nod to tradition.

quality batched cocktails in the range: (New) Old Fashioned,

Distributed by:

Coffee Old Fashioned and Whisky Negroni, all crafted with

Treasury Wine Estates

award-winning whisky and locally sourced ingredients. Distributed by: SouthTrade International

The Glen Grant 10 Year Old Single Malt Scotch Whisky The Glen Grant 10 Year Old displays a bright golden colour with a sweet pear and vanilla bouquet. This elegant single malt dances on the palate with gentle notes of orchard fruits and butterscotch. The finish is satisfyingly long and complex. Distributed by: Campari Australia

Launceston Distillery Tawny Cask Matured Single Malt Whisky Operating for over seven years out of historic Hangar 17 at Launceston Airport, Launceston Distillery is in the northern distilling belt of Tasmania, taking advantage of everything the north has to offer. Matured in French Oak casks previously used to age tawny fortitied wine, this whisky is the perfect choice for dad. Distributed by: Launceston Distillery

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Father’s Day

Barossa Valley Wine Company Stockyard Shiraz Stockyard celebrates the 100+ year old stone ruin on our vineyard. Originally a slaughterhouse, today it occupies a much more serene position overlooking rows of low-yielding Shiraz vines. Stockyard Shiraz has seductive aromas of blackberry, plum and liquorice with savoury white spice on the nose. The palate is rich and

Wynns Coonawarra Estate Black Label Cabernet Sauvignon

concentrated with dark fruit flavours. Distributed by: Australian Vintage Limited

What better gift for Dad than one of

Ponting 366

Australia’s most collected Cabernet

Ponting 366 is the flagship of the Ponting Wine

Sauvignons from the esteemed

Range. This 2017 McLaren Vale / Coonawarra

Wynns Coonawarra Estate? This is

Shiraz Cabernet Sauvignon wears Ponting’s Test

a true icon of Australian wine, and

player number, 366, with the same pride as the

was the first ever commercially labelled Cabernet in our country. First produced in 1954, it has a reputation for ageing gracefully and displaying

Australian captain. Collaborating with winemaker Ben Riggs, Ricky and Ben have created a wine that will stand the test of time. Distributed by: Three Kings Wine Merchants

excellent varietal and regional characteristics. The wine is produced from only the top quality 20 to 25 per cent of Cabernet Sauvignon fruit grown in Wynns’ terra rossa vineyards. Distributed by: Treasury Wine Estates

Pepperjack Barossa Shiraz Father’s Day is the second largest red wine gifting occasion and Pepperjack’s Shiraz is Australia’s number one red wine, making this the ultimate gift for Dads this year. With a deep heritage stamped in the Barossa, Pepperjack wines have always been rich and honest, showcasing the region’s outstanding qualities. Plush on the palate, this well-structured Shiraz has soft layers of tannins to give length and finesse while finishing soft and full of flavour. Distributed by: Treasury Wine Estates

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From 16 outstanding panel picks to 70* more reviews, the Beer and Brewer Winter Brew Review is brimming with the latest and recent releases that you’ll want to try at home.

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What’s our Seasonal Focus? Winter warmers *Not all submissions to our tasting panel are featured here. This could be because we had too many to sample or the product did not meet our panel’s requirements. We are not in the business of running any one down, and if there is a chance to speak with a brewery about issues that may have arisen during a tasting, then we will endeavour to pass that information on in the interest of transparency.

The Panel Jono Outred, WA

Justin Fox, VIC

Ian Kingham, NSW

Based in Margaret River, Jono is a beer writer that predominantly covers the South West of WA. He’s been involved in the state’s beer industry in various capacities since 2011.

Currently head of sales at Bintani, Justin has had a long and decorated career in the beer industry – from the likes of heading up Colonial’s brewing to appearing on many a beer judging panel.

That Beer Bloke, Ian’s decorated beer career has included judging at the Australian Craft Beer Show, Royal Perth Beer Show and the Sydney Royal Beer and Cider Award.

David Ward, ACT Head of sales for BentSpoke Brewing Co and with over 10 years’ experience working in the craft beer industry, David is constantly on the lookout for new beers to try and trends to watch.

Scott Hargrave, NSW/QLD Scott is Balter Brewing’s multiaward winning head brewer and a regular on some of Australia’s and the world’s most prestigious judging panels including the Great American Beer Festival and the World Beer Cup.

Tina Panoutsos, VIC One of Australia’s leading beer judges, Tina is a beer sensory expert with over 30 years’ experience in the brewing industry in roles across technical and commercial functions.

Tiffany Waldron, VIC A Certified Cicerone® and Pink Boots President, Tiffany is focused on making changes in the world of beer through education and furthering beer culture beyond standard boundaries.

Neal Cameron, NSW A champion of the industry, Neal, amongst many achievements, has built 20 breweries nationally with brewery supplier Brewtique plus was chief judge at the Sydney Royal Beer and Cider Show.

Liam Pereira, NSW

Michael Capaldo, NSW A sales rep at Hop Products Australia, Michael is a qualified and experienced brewer and an accomplished beer judge (GABS, World Beer Cup, Indies, AIBA etc).

Sean Symons , WA

Liam is the group venue manager for Sydney’s Batch Brewing Co. A Certified Cicerone® and BJCP judge, he was previously general manager of Sydney Beer Week.

Founder and head brewer at White Lakes Brewing, Sean’s decorated beer career includes five years as Chief Judge of the Perth Royal Beer Show where he currently serves on the committee.

Rosemary Lilburne-Fini, NSW

Jamie Webb-Smith, NSW

Now calling Sydney home, Certified Cicerone® Rosemary has spent the last five years working in premium beer outlets in both the on-premise and retail channels.

Previously a brewer at The Australian Brewery, Jamie is currently head brewer at Yulli’s Brews in Sydney. He’s a home brewer turned pro, who completed the NSW TAFE microbrewing course.

Josh Quantrill, NSW Currently Beerfarm’s head of sales, Josh is a Certified Cicerone® who’s had a long and varied beer career. He strives to help grow and expand the footprint of Australian craft beer.

As published in Beer and Brewer Winter 2021

48 | National Liquor News

Food: A dessert in itself

batchbrewingco.com.au

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Batch Brewing MacBatch ABV: 7.0% Style: Oak-aged Ale It pours a cosy copper with minimal head as aroma is all toffee and spice and dried cherries. The taste doesn’t disappoint. It’s full of toasty vanilla cherry but is smooth and drinkable and finishes wonderfully dry with a lingering oakiness from the 30 days this malt bomb spent in oak. You don’t expect a beer this big to be more than an evening sipper, but this one goes down (a little too) easy.

Food: Polish cherry cake batchbrewingco.com.au

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Food: Terry’s Chocolate Orange Ball

Batch Brewing Don’t Judge A Beer By Its Colour

Deep brown to black in colour with a light brown head that dissipates, chocolate and dark fruit, with a subtle orange essence, lead aromas with a touch of yeast phenolics. Chocolate flavour is upfront as orange arrives late for a finish reminiscent of a Jaffa lolly (maybe a little more orange may have balanced it a bit better?) The body and carbonation are light.

A touch on the sweet side for some drinkers but this is very well made and balanced with all the flavours you expect. It drinks way too easily for such a big ABV and full-bodied beer too. Black with a dark brown head, aromas of dark chocolate, vanilla and campfire marshmallows are distinct as the latter carries through to the palate where it’s met with caramel and toffee for a decadent experience.

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ABV: 4.6% Style: Pastry Stout

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batchbrewingco.com.au

ABV: 4.6% Style: Chocolate Orange Porter

recklessbrewingco.com.au

Food: Vanilla ice cream

Batch Brewing Little Lou’s Creme Brûlée

An eclectic mix of raspberry lollies, lime peel and fresh rockmelon hit the nose while the sipping experience is exactly as described on the can – where raspberry confection and a cakelike oat cookie and vanilla sweetness meets big hibiscus notes. The mouthfeel is fluffy with a measured tartness that doesn’t make you wince making this perfect for those who like their fruited Berliners, kettle sours or are looking to explore.

Deep amber with a thick white head, the body is full and sweet but lean on the finish. This serves to not overwhelm the palate which is exceptionally well integrated with a measured hop character for balance. The herbaceous nose has notes of gooseberry, apricot and strawberry. A touch of milk chocolate from the malts and a spicy trace fold into an assortment of tropical fruit and citrus on the finish.

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Batch Brewing Choc Orange Porter

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ABV: 4.0% Style: WheatAle

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ABV: 6.5% Style: Red IPA

Batch Brewing Raspberry Crumble

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Reckless Brewing Red IPA

Food: Slow roasted meat

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The Brew Review

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Mountain Culture Big Richard

Mountain Culture Wildcard

Mountain Culture Moon Dust

Moo Brew Winter IPA

ABV: 10.4% Style: Chocolate Stout

ABV: 8.0% Style: Double NEIPA

ABV: 5.6% Style: Stout

ABV: 6.5% Style: Black IPA

Black with a latte head, this is a big beer at its best when allowed to warm. Notes of chocolate, cherry cola and subtle waves of sarsaparilla meet alcohol warmth on the nose as dusted cocoa powder and melted dark and milk chocolate create the sense of a liquid version of a brownie. It’s deeply decadent and rich with a lingering bitter coffee finish with a softly nutty aspect like charred macadamias.

Ripe mango and pineapple aromas duck and weave around yeastdriven esters of berries and orchard fruits while oats deliver a creaminess against a flurry of pine. Those same fruit flavours trade punches with spicy booze and a flash of sweet berry. A little pine keeps it all on target, as does the full mouthfeel, moderately firm body and spicy bittering to finish.

A great sessionable dark ale with yummy chocolate notes but balanced in body and malt bitterness. It’s black with a hint of brown on the edge of the glass and has a thick persistent tan head. Milk chocolate aromas mix with cocoa, a hint of coffee and some nice toasty dark malts.The latter leads flavours of cocoa, chocolate and a hint of raisin.

Food: Pork belly & nam jim

Food: Chocolate mousse

Winter IPA? Cascadian IPA? Call it what you want when you make it this good. Even before you see its pitch blackness you know it ain’t no stout as big Galaxy and Simcoe hop aromas dish up citrus and pine as malts offer roasted sweetness and ground coffee. Flavours strike a perfect balance as the hop notes, where Sabro’s coconut is revealed, are in tune with a light and dry body of biscuity malts and firm bitterness.

mountainculture.com.au

Food: Braised lamb

Food: Coffee cake

Food: A handful of nuts

batchbrewingco.com.au

mountainculture.com.au

ABV: 5.5% Style: Stout The name couldn’t be any more true! It pours dark golden with bright clarity and the aroma is the first thing that belies its colour as notes of black coffee and honey merge with a pleasant floral character. When it hits your tongue it’s sweet, but not overbearingly so. The palate is mid-weight and surprisingly well balanced. It finishes with the slightest coffee bitterness to round out an exciting and surprising beer.

moobrew.com.au

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Retailer Profile

“Ever since the start, the idea has been about the quality of what’s in the bottle.” Ches Cook Manager Five Way Cellars

“As Paddington has changed, more and more people are seeing those European things. It’s often a natural progression, from starting off drinking Australian wine and then wanting to discover what else is out there,” Ches noted. But no matter the origin of products on the shelf at Five Way Cellars, Ches said there is one overarching theme that the store adheres to – quality above all else.

Quality above all else Sydney’s Five Way Cellars has cultivated a reputation for its range of quality wines, particularly those from European regions.

In the inner Sydney suburb of Paddington, what

“Ever since the start, the idea has been about the quality of what’s in the bottle,” Ches said. “We sell things at all prices, we don’t want to be known just for having expensive wine. But if a wine is great and it is expensive, that doesn’t bother us – if the quality is there, we will find people who want it. “Unlike some other stores, we don’t have a hard rule on [only sourcing from particular producers] either. We assess what’s in the bottle, and if its high quality, we’ll take it on.”

was once the ‘out of control hobby’ of one Ian

While the store’s journey with Ches at the helm

Cook is now a flourishing liquor store – Five Way

has largely followed the same principles of father Ian,

Cellars. Established in 1987, the store now boasts

there has been one big change. A couple of years ago,

two generations of the Cook family, with Ian’s son

Ches and his brother worked on setting up a website

Ches as Manager.

and e-commerce offering for the store, which Ches

Driving the passion and retail philosophy for both generations at Five Way Cellars is a commitment to

said is the biggest development of the store in the decade he has been there.

quality, and a great interest in European wines. Ches

“It wasn’t a small task to set that up. At the time,

said this interest is what pulled him into the business

we didn’t realise but soon found out that to have

full time.

the website running how we wanted, we needed a

“It was mainly the European wines, like Dad had

whole new inventory and point of sale system. But

experienced 30 or so years earlier, that I really enjoyed.

we persevered with that and got it going and it’s been

I just find it fascinating. And there’s always lots to

going really well,” Ches said.

discover and dig in to… I just immediately really

This development proved really useful last year

enjoyed it and became more and more interested in

during the pandemic, especially when Five Way

The wide range of European wines at Five Way

or informal in-store tastings as it usually would. Now

Cellars has become one of its greatest points of

things are looking closer to how they once were, with

difference in the retail environment. Ches estimates

all of this and more back on offer.

it,” Cheswww.theshout.com.au/national-liquor-news/ told National Liquor News. Cellars couldn’t hold private tastings, workshop events

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the range exceeds, or at least matches, the breadth of

Although things are busy in-store, Ches also

wines available from other retailers across the country.

has even more on his plate. He has used his wine

This element of the store has made it both a

knowledge on the other side of the industry, being

destination for shoppers from around the city, but also a

part of the 11 person team behind new Bondi bar,

treasured part of the local offering for Paddington locals.

Copo, which opened in June.

■

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