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DISTRIBUTOR PROFILE: EMPIRE LIQUOR
Empire Liquor: Strong relationship with strong brands
While Empire Liquor has encountered a number of operational challenges during 2024, its unique and high quality portfolio has continued to engage customers and consumers alike.
Adelaide-based distributor Empire Liquor offers a unique portfolio, with a particular focus on German and English beer and family-owned Australian wine.
National Liquor News spoke to Owner and Managing Director Brenton Quirini about the business’s history and how it has fared during 2024.
Quirini joined Empire Liquor in 1993, with a long history in the liquor industry prior to joining the company. Growing up, his parents owned and ran an Adelaide pub, and in his working life, he held sales roles with Seagram’s and United Distillers, as well as a stint as a publican himself.
“From 1993 onwards, it was my goal to establish a boutique wholesale distribution business that focused on family-owned wine labels, and I am very proud to say that two of those labels have been with the evolving business since 1978; d’Arenberg and Pauletts,” Quirini said.
Empire Liquor has expanded significantly in the 30 years since Quirini joined the business.
“From humble beginnings in a double brick garage, selling during the day, invoicing, and packing during the night, the business moved to a small office and warehouse in the CBD off Halifax Street, Adelaide.
“After five years there, we moved to Underdale, in what was the old Norman’s Winery warehouse. We were there for seven years and needed more space as our imported beer business had grown further and room for kegs, both full and empty, necessitated more room. In 2007, we purchased our current office warehouse in Edwardstown, where we operate from today,” he said.
Quirini is proud to say that over the years, Empire Liquor has been a stepping stone in the career of some industry heavy-hitters.
“One of the many joys of being in this business has been the chance to offer people a start and see them go on and blossom in their careers. With sales reps going on to be national sales managers, international presidents of sales and marketing directors, and administration staff going on to be office and administration managers, it has been very satisfying to think that Empire Liquor was a stepping stone for their career.”
Today’s landscape
Like many businesses, Empire Liquor is seeing the effects of reduced consumer spending.
“Q3 and Q4 for FY24 have been incredibly challenging for our customers, especially on-premise. With consumer confidence soft across Australia directly affecting discretionary spending, consumers are either staying at home more or if they are going out, spending around 50 per cent less. Many are opting to drink more at home and may also trade down on price,” Quirini said.
The economic situation also presents challenges for Empire Liquor in its import and distribution operations.
“The greatest challenges for us currently are the control of operating expenses, including overseas and domestic freight. These aspects of our business we cannot do without, but seemingly know no boundary or control,” Quirini said.
In response to the difficult operating conditions, Empire Liquor emphasises its unique portfolio, which includes Australian wines as well as premium beers from Germany and the UK.
“Our UK beer range has now grown with the addition of Theakston’s from Yorkshire, joining Old Speckled Hen, Hobgoblin, Greene King, and Belhaven. All beer products adhere to our unshakable policy of being ‘brewed in the country of origin’,” Quirini said.
In addition, the connections Quirini has built with both customers and suppliers are an asset to the business, and reflect the business’s values of authenticity, provenance, and respect.
“The trust and strong relationships that has been built over more than 40 years allows us to do business on a very personal basis. Many customers who have been with us since the business first started back in 1978 continue to support our long tenure Australian wine brands including d’Arenberg and Pauletts as well as Munich’s famous Hofbrau Beer,” he said.
“When opportunities present themselves, the benefit of going direct to the person who can decide and not having to wait for boards does make getting on with business a whole lot easier.”
A positive outlook
For the remainder of the year, Empire Liquor will focus on improving the efficiency and cost effectiveness of product distribution, as well as introducing new products in its UK beer portfolio.
“Our brand development will focus on our new UK brands, which will include Theakston’s, St Austell, Badger, and Timothy Taylor. All these products will join our range during the remainder of 2024,” Quirini said.
Quirini is confident that consumers will continue to seek out quality products like those imported and distributed by Empire Liquor.
“Although a niche sector, I still have faith in the desire from consumers to access great international beers to enjoy, either at the pub or at home. The brands we are attracted to are those that have a great heritage and provide high quality that has been recognised by their longevity of operation,” he said.
“In the wine category, my aim is to work with family-owned brands in two categories: those with a great track record for consistency, recognition, and value, as well as new and up and coming future super star brands. It’s always exciting to be working with the established brands and newer brands alike.”
