AUSTRALIA’S LEADING LIQUOR INDUSTRY MAGAZINE
vol. 39 no. 5 - June 2020
If you’re not reading
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National Liquor News is the only independent, impartial, trade journal published in our industry today. In these tough times, more than ever, it’s critical to keep the lines of communication open and National Liquor News has both the readership and the journalistic integrity to achieve this.” CHRIS O’BRIEN G E N E R A L M A N AG E R , L I Q U O R B A R O N S
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National Liquor News is a great source of information as it brings together all the stories and issues from across this great industry. It packages up special interest, consumer trends, new product innovation, and current affairs all into the one easy-to-read format.” ANDREW WILSMORE C E O , A LC O H O L B E V E R AG E S A U S T R A L I A
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National Liquor News really is the fastest way to get your message across to the whole Australian liquor industry. It’s as important to our members as the Financial Review is to the business community. When you’re looking for answers on any liquor issue then it’s always the first port of call. Basically if it’s happening in the liquor industry then you can guarantee they are across it.” PETER PECK C E O , L I Q U O R S T O R E S AS S O C I AT I O N O F W E S T E R N A U S T R A L I A
then you’re not up to speed on the latest trends, NPD, new releases and best practice running a liquor store, but don’t take our word for it…we asked some of the industry what they think.
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National Liquor News delivers multiple purpose for me. The topical content on market trends and industry news helps us all to keep in touch with important information and in some cases, validates our promotional plans. It’s also a great platform to read the thoughts and opinions of our industry leaders on various topics across the national market.” VA U G H A N P E T E R S N AT I O N A L T R A D E M A N AG E R , L I Q U O R L E G E N D S
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We find National Liquor News to be a forum of valuable expertise between industry colleagues, inspiring each other in the journey to successful achievements. It is an effective medium to foster the co-operative’s mission with the publication’s extensive and esteemed following.” PA U L E S P O S I T O CEO, INDEPENDENT LIQUOR GROUP
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National Liquor News is an invaluable resource for liquor retailers, allowing them to stay informed and up to date on all the latest developments affecting the industry as they happen.” J U L I E R YA N C E O , R E TA I L D R I N K S A U S T R A L I A
Editor’s note
Editor’s note
WE ENCOURAGE RESPONSIBLE DRINKING Get the facts DrinkWise.org.au
Welcome to the June issue of National Liquor News.
they blind tasted Cabernet Sauvignon and Cabernet
It’s hard to believe that we’re already halfway through
blends, and you can find out which wines they
2020, but I think it’s safe to say that the first six
scored the highest beginning on page 38.
months of this year have made us learn a few things
We’ve also got our monthly industry updates
about ourselves, both personally and professionally.
from Retail Drinks Australia, Alcohol Beverages
In this issue I’ve spoken with the country’s
Australia, DrinkWise, Spirits & Cocktails Australia,
banner groups; and across the board 2020 has
Wine Australia, Strikeforce, Shopper Intelligence,
presented unprecedented challenges. But the
BrightSide Recruitment and IRI.
way each group has stepped up to support their
Lastly I’d like to take a moment to thank our
members through this challenging time has been
fabulous designer, Kea Thorburn (pictured). Kea
nothing short of inspirational.
has been with National Liquor News for over a
We’ve got interviews with Liquor Barons,
decade and has been an invaluable asset. This
Australian Liquor Marketers, Liquor Marketing
will be the last issue that Kea will work on for a
Group, Liquor Legends, Independent Liquor
while as she sets off an exciting new adventure of
Group and Independent Liquor Retailers
motherhood. We will miss you, Kea and we wish
beginning from page 30.
you all the best. Cheers,
categories, alcoholic seltzer. You can find out why it’s
Deb
a category to watch beginning on page 26. Our tasting panel has been sipping and swirling
Deborah Jackson, Editor
their way through some wine for us again from the
02 8586 6206
socially distant safety of their homes. This month
djackson@intermedia.com.au
Top Reads ➤
26 Here comes hard seltzer
➤
30 Banner Groups
➤
25 Shopper Intelligence
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4 | National Liquor News
Journalist: Brydie Allen ballen@intermedia.com.au 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 Production Manager: Jacqui Cooper jacqui@intermedia.com.au
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Contents June 2020
Regulars
33 Independent Liquor Group: Q&A with CEO
8 The latest liquor industry news for retailers 12 Marketplace: Connecting brands with liquor retailers
Retail Focused
Paul Esposito 34 Liquor Legends: Q&A with MD John Carmody 35 Independent Liquor Retailers: Q&A with GM
16 Retailer Profile: The Lane Cellars
Corey Leeson 42 Retailer Profile:
18 Retail Drinks Australia: Does the case for MUP stack up? 19 ABA: Aussies are drinking less in isolation 20 DrinkWise: Partners with
Liquor Emporium
Wine 17 IRI: Red wine – more than a winter warmer 22 Wine Australia: Decadesold grape variety
Dr Andrew Rochford on new national campaign 23 Strikeforce: Brands are
mix-up revealed 38 Wine Tasting Review: Cabernet Sauvignon
being challenged 24 Human Resources: The road to recovery 25 Shopper Intelligence: Health needs still going unmet in the off-premise 30 Liquor Barons: Q&A with GM Chris O’Brien 31 ALM/IBA: Q&A with CEO Chris Baddock 32 Liquor Marketing Group:
Beer 26
Here comes hard seltzer
36
Beer Tasting Review
Spirits 10 Cover Story: Canadian Club disrupts the market 14 Brand Talks: Aperol Spritz @ 6pm 21 Spirits & Cocktails
Q&A with CEO
Australia: Drink smart as
Gavin Saunders
restrictions ease
6 | National Liquor News
Byron Gets That Sinking Feeling Sam met an up and coming lawyer at a recent sundowner. In an attempt to impress her, he invited her for a day of boating on the S.S Parental Asset. She realises her mistake within 5 minutes of getting picked up. Sam is dressed like a walking trust fund and won’t stop banging on about his watercraft prowess. He pulls into the car park of Liquor Barons, “you have to have Champagne when you’re boating, it’s like the law of the sea, and don’t worry, I’ll get the nice stuff, I like to quench a lady’s thirst”. Yuck, Sam managed to vocalise how a leer feels. Move over cheese sausages, here’s what’s greasy. He grabs a bottle, “ah, Louis Roederer NV”, he turns to his date, “I only ever drink vintage champagne, anything less is for plebs”. Byron remains calm in the face of a wanker-tempest, “well, mate, that’s actually non-vintage champagne if you’d like a vintage we have Lallier 2008, it’s a bit more expensive, but it sounds like the perfect drop for a discerning gent like yourself”. When you dig yourself into a hole of shame the conventional wisdom is to stop digging. This isn’t in Sam’s nature, instead he picks up the shovel of desperation and says, “ah well, I’m used to more expensive brands, you wouldn’t expect a Porsche man to know every model of Ford would you?” His date cringes. The atmosphere is weird and silent. Much like a bed after a prematurely ceased coital coupling. You can almost hear Sam’s internal screaming as he tries to act like a $100 bottle of bubbly is in his price range.
Suddenly, a booming voice emerges from the entrance. “Is that Sam I hear?” Community man and all-around entertainer John walks in, “it is! Little Sammy Shanks-a-lot!” He turns to Sam’s date, “he’s a bit of a legend around here, I’ll never forget the 2000 grand final against Wanneroo, Sam, 5m out from goal, kicks it out of bounds!” Sam’s date is loving it, “aw Sam, was that before or after the Eagles asked you try out for their squad?” Uh, oh, Sammy Shanksa-lot has been telling porkies again. Sam, clearly furious, composes himself, “yeah, well it was more like 30m and I’d done my hammy”. The putrid stench of bullshit fills the air again.
retail banner group of the year
2011 . 2014 . 2015 . 2017
The Boys do their best to lighten the mood but Sam is emitting Chernobyl levels of cringe-otopes. They wish him luck as he takes his bottle and heads towards the carpark. About 45minutes later, a local comes into the bottlo, “have I got a story for you lads!” He continues, “some clean shirt held up the boat ramp for ages, every boatie and his dog yelling abuse at him! His date had to kick him out of the driver’s seat and take over, tell ya these daddy’s boys!” How fitting, little Sammy-shanks-a-lot crumbling under the pressure again.
We encourage and embrace our stores individuality, visit liquorbarons.com.au for more great stories.
News The latest liquor industry
For retailers around the country
Coronavirus in numbers: How the industry has been affected April was the worst month on record for Australian beer, wine and spirits producers.
The breakdown • Beer saw the largest drop in April of 44 per
COVID-19 has had a huge impact on the drinks industry. Let’s sum it up in numbers…
that drinkers were maintaining average consumption
• 441,400 jobs lost
of three standard drinks. Over the course of the week,
• $8.5 billion in lost sales
this amounted to just over eight standard drinks in
• Volume losses of up to 61 per cent
total – well within the official government guidelines.
• Value losses of up the 55 per cent.
“For Australians who reported their consumption
“Of those who chose to drink, the research found
cent. And cider saw the biggest decline at 61 per cent. • Wine producers are reporting
This is according to the Impact of COVID-19 on
of alcohol at home had increased, the vast majority
volume losses of
the Drinks Industry ABA – Industry report on
continued to drink at moderate levels.”
up to 70 per cent among small and
coronavirus that was released last month. The report
medium sized
also highlights that April was the worst month on
Impact on jobs
record for liquor sales.
“Our sector has been the most severely impacted by
ABA CEO, Andrew Wilsmore, said “We knew
the coronavirus pandemic as lockdowns and social
that the total loss of trade from pubs, bars, clubs, and
distancing forced the closure of pubs, bars, clubs, and
restaurants was never going to be made up for by a
restaurants. The loss of jobs and revenue in this sector
brief, small surge in panic buying during the week
has been crippling.
people were concerned bottle shops would also close.”
“At the peak of isolation measures, 441,400 jobs had been lost in hotels, pubs, clubs, restaurants,
Drinking behaviours
cafes, takeaway, coffee shops, accommodation hotels
These volume losses match official data from the
and casinos. This represents a loss of a third of their
Australian Bureau of Statistics (ABS) confirming
total workforce.
the vast majority (85.6 per cent) of Australians are
“The hospitality sector has seen an $8.5 billion
drinking responsibly during the pandemic shutdown.
fall in revenue, which represents 10 per cent of their
Most Australians’ behaviour is either unchanged or
annual sales.
enterprises. Major wine brands suffered a small decline in April before falling 16 per cent in the first two weeks of May. • Local distillers witnessed revenue declines of up to 80 per cent due to the sudden closure
they are drinking less during the time of COVID-19.
“The drinks industry was not immune to these
“The ABS data shows that 30 per cent of Australians
employment effects, given its heavy reliance on
are largely abstaining or not consuming alcohol; 47
hospitality and tourism, experiencing a 15.55 per
per cent are drinking the same; and 10 per cent are
cent workforce decline that severely impacted the
March. Overall,
drinking less. Only 14 per cent of Australians reported
livelihoods of many Australians.
spirits (21 per
that their drinking had increased.
“We call on our political leaders to have a laser-like
of distillery doors and regional tourism in late
cent volume
“DrinkWise sought to dig deeper, commissioning
focus on job creation and minimising regulatory and tax
decline in April)
independent research into Australian adults’
burdens as we come out of this crisis. This will be vital to
and RTDs (37
experiences of purchasing alcohol and drinking at
our successful revival so that we can continue to provide
per cent volume
home, through a nationally representative sample
employment opportunities and future careers for young
of 1000 consumers.
Australians,” Wilsmore said.
8 | National Liquor News
■
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Cover Story
The @InspiredUnemployed boys representing Canadian Club
Ready to disrupt The RTD category is helping Canadian Club disrupt the market by challenging consumer behaviour.
product’s goal of providing something refreshingly
But to get that wider audience interested in product
“Canadian Club will continue to buck the trends of the dark RTD category.”
different, the brand is striving to stay relevant in the
innovations like the zero sugar RTD, they first have
lives of Australians.
to hear about them. To boost reach accordingly,
Stephanie Jericevich
Canadian Club has a great history of going from
critical role in appealing to a wider audience and
strength to strength, maintaining it’s comfortable
bringing back lapsed drinkers to the brand to deliver
position in the hearts of consumers. Ever true to their
a level incremental growth.”
It’s paying off too, largely thanks to the ready-to-drink
Canadian Club uses digital and social activity
(RTD) format and disruptive media innovations that
alongside traditional media channels with elements
challenge consumer behaviour, according to Stephanie
that perfectly complement overarching campaigns.
Jericevich, Marketing Manager of Canadian Club. “Canadian Club RTD achieved its biggest summer yet, reaching number one dark RTD during this period,
Jericevich said that it’s all about bringing: “Disruptive and provocative creative that truly challenges consumer behaviour.”
outperforming all other brands in the category and
Considering the Canadian Club partnership with
reaching its highest ever market share,” Jericevich said.
Instagram sensation @InspiredUnemployed, this is
That market share sees one in three dark RTD
certainly having an impact, allowing the brand to
consumers choosing Canadian Club, in a strategy
connect with the younger 18-25 demographic who
that aims to provide a refreshing alternative for
are often more heavily influenced by social media than
consumers with beer boredom. The iconic ‘Over
other generations.
beer?’ campaign line of this strategy is renowned for
The boys behind @InspiredUnemployed, who are
its long term impacts on consumer behaviour and
most well known for their short and cheeky funny videos,
ability to successfully coax drinkers into a completely
help give a “word of mouth validation” to Canadian Club
different category.
by having the influencers interact with the brand.
“Continuing to recruit from Out of Category
Whether through marketing strategy or product
(beer drinkers) is at the core of Canadian Club
innovation, Jericevich said: “Canadian Club will
strength in continuing the momentum for the
continue to buck the trends of the dark RTD category,
brand,” Jericevich explained.
driving recruitment from beer drinkers, leading it to
“Canadian Club Zero Sugar has also played a 10 | National Liquor News
become number one.”
■
Marketing Manager Canadian Club
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Marketplace Connecting brands and retailers Hardys celebrates its heritage with global rebrand Hardys will launch a new consumer campaign in July titled ‘Certainty’ – inspired by the journey of
Great Southern Distilling releases Dugite Whiskey
Thomas Hardy, who in 1853, against a backdrop
Australian whisky pioneer, Cameron Syme, has released his newest and
of global uncertainty, launched a wine brand
most price competitive spirits brand Dugite Whiskey, delivering on a long-
with the audacious goal of being revered around
term goal to make his whiskies accessible to a wider Australian market.
the world. The investment behind the Certainty campaign includes in-store activations along with out-ofstore amplification across print, digital and out of
Dugite is a blended grain whiskey, incorporating some of the distillery’s premium single malt whisky and mixed grain whiskey (barley, corn, wheat and rye), resulting in a smooth and well-balanced premium dark spirit. In line with Great Southern Distilling Co’s existing brands, Dugite
home advertising, and PR. The Hardys campaign
Whiskey is a high-quality hand-crafted spirit using exclusively Western
will also introduce a money back guarantee
Australian produce. Dugite Whiskey is made from premium Western
across its entire wine range, delivering consumers
Australian grain and pristine Porongurup rainwater, with an ethos
reassurance and certainty in their wine choice at
focused on authenticity, sustainability, and integrity.
shelf. This also follows a global rebrand of Hardys, which was rolled out in April. Julien Marteau, Marketing Manager – Core
Syme says Dugite Whiskey is the culmination of 30 years of research, trialling, and perfecting. “For over three decades I’ve been considering how I can craft a whiskey
Brands at Accolade Wines says, “Hardys new
that is affordable for the average Australian but still reflects Western
packaging, as part of a global rebrand, is
Australian produce and maintains the premium standard that we’ve
designed to provide a unified, family feel across
developed at Great Southern Distilling Company.
our expansive and diverse wine range. The bottle
“I firmly believe Dugite fits that bill and will fill the gap in the
labels now clearly communicate our rich heritage,
Australian market that calls for sophisticated, mid-range whiskey for the
outstanding quality and feature premium
everyday Australian consumer.”
cues to improve brand presence, strength and differentiation on-shelf for our consumers.”
Made in Great Southern Distilling Co’s Porongurup distillery where it is aged for a minimum of two to three years in American oak barrels. This uniquely Australian whiskey earned its name thanks to one of two species of deadly snake regularly found at the Porongurup distillery, which are endemic to the Great Southern, and can occasionally be found curling under an aging barrel. Dugite is highly approachable and flavoursome. Delicious drunk neat, mixed with a dash of dry ginger, or as the base in a whiskey cocktail, this is a whiskey for the everyday Australian.
Fast fact…
12 | National Liquor News
Dugite will be the first whiskey by Great Southern Distilling Co to sit below $100.
The alcoholic seltzer category continues to expand in Australia with
Oatley Fine Wine Merchants snaps up Henkell and Mionetto
the release of independent brand, Fellr.
International sparkling wines Henkell and Mionetto have joined
An independent hard seltzer from Fellr Fellr is by seasoned drinks marketers Andy Skora and Will Morgan, taking inspiration from what they call ‘the land of fizz.’ It mixes Australian cues with elements of American hard seltzers. “We wanted to stay true to the hard seltzers from the States, so we’ve got a brewed base… just to get a real fresh, crisp
the Oatley Fine Wine Merchants (OWFM) portfolio. Seán Shortt, Sales & Marketing Director for Henkell Freixenet Australia, says that the independent retail and on-premise are key channels for the two sparkling brands. “We look forward to supporting loyal clients and
flavour to it that has a bit more of a mouthfeel to it than your
cultivating new customer relationships with the Oatley
standard white spirit,” Morgan said.
team,” says Shortt. “To the team at McWilliams Wines,
Fellr releases with two flavours; lime & soda and dry & lime;
our former partner in the market, I would like to express
with watermelon releasing later this year. At four per cent ABV,
our gratitude for their professionalism and dedication in
it’s low sugar, low calorie, gluten free and vegan, with packaging
managing our brands over the past 25 years. I wish them all
of the 330ml cans invoking the beauty of the Australian
well for the future.”
landscape and culture.
OFWM Chariman, Sandy Oatley, says it is a privilege to
Skora said: “We saw that the pre-mix category was moving towards lower calorie and light/fresh trends, however it’s really
be chosen to represent the wines here in Australia. “The Henkell wines will provide us with a significant
been calling out for more unique, local brands for a while now
opportunity to further build on our partnerships across
and we saw an opportunity for Fellr to help fill this gap.”
the independent retail channel. We also see these wines
Fellr aims to be an RTD people are proud to serve. If you
offering a point of difference in the sparkling wine list for
want that to be you, contact the team for opportunities at
our array of on-premise customers. The Henkell sparkling
hi@drinkfellr.com or call 0432 829 269.
wines are a wonderful complement to our portfolio.”
The Glen Grant launches new expression
Did you know…
The Glen Grant has launched a new expression in Australia, with Arboralis now available as an permanent addition to the brand’s core range.
“We take so much pride in
The Glen Grant is celebrating its 180th anniversary in 2020.
creating our unique expressions, and we’re delighted to unveil this exceptional new addition.”
Arboralis, which means “light from
In terms of flavour profile and
within the trees” is a bright, golden single
tasting notes Arboralis “beams with
malt Scotch whisky, aged in ex-Bourbon
an enticing, bright gold colour, floral
and ex-Spanish Sherry oak casks.
and fruity aromas of dried raisins,
Master Distiller Dennis Malcolm says
honeysuckle, oaky malt notes and hints
that Arboralis celebrates the complex
of lemon citrus”.
flavour profile that the world renowned
On the palate, it delivers notes of
distillery is famous for, while introducing a new taste experience – emblematic of
oak and butterscotch, which merge “We are very proud of our newest
with dried fruits, followed by a touch
both the distillery’s storied past as well as
single malt, which we joke is our very
of light spice. With a long finish, notes
its journey into the next exciting chapter.
own ‘liquid gold,” says Malcolm.
of malt, vanilla and pear linger.
June 2020 | 13
Brand Talks
Spritz @ 6pm experiences Curated Virtual Kits: Bespoke content captured
Staying connected during the corona-crisis Campari Australia is inspiring consumers to elevate their virtual socialising game by sharing an Aperol Spritz at 6pm.
with industry professionals to elevate the audience’s Spritz @ 6 experience. To date Aperol has partnered with Danielle Cross, Sydney-based visual artist and photographer to host
The shutdown has been hard to adjust to, we all know
to ‘Share a Spritz at 6pm’ as a way to disconnect from
an Aperol Orange
that, we’re all aware of what we are – or should we say
work and reconnect with family and friends, taking
inspired virtual
what we aren’t – allowed to do at the moment. We all
their virtual socialising game to the next level.
miss being able to go out for dinner or going out for
Nicole Stanners from Campari Australia, told
drinks, the camaraderie of being in a bar and enjoying
National Liquor News: “We want to bring people
the interaction with our friends.
virtually together to share moments of joy whilst
And even though restrictions are beginning to be
isolated at home or missing loved ones far away.”
rolled back and more of our social freedoms have been
Traditionally in Italy, the Aperitivo occasion is all
returned to us, the limited capacity of people allowed
about coming together to enjoy friends, family and
within venues at any given time means that for a lot of
food. It’s about more than just drinks – it’s a whole
us, we’ll be remaining indoors for a while longer yet.
experience. And with all that’s going on in the world
But Australians are a resilient bunch and rather
that may be just what we all need right now.
than sitting around and moping about the things we
“Aperol Australia wants to champion the idea of
can’t do, instead a lot of us have taken this time as an
disconnecting from the work day, to reconnect with
opportunity to find new ways to connect with friends
friends and family by sharing a Spritz at 6pm,” she says.
and family while in lockdown.
“In the current climate, Australian’s are
The great Italian ritual of Aperitivo was already
challenged to adjust and set boundaries between
gaining traction in Australia pre-pandemic, and that
work and home and are craving connection with
is something that is expected to continue according
loved ones,” says Stanners.
to one of the biggest champions of the occasion,
art class, as well as Fratelli Fresh with Culinary Director, Gabor Denes teaching participants how to roll pasta and create Fratelli’s infamous lasagne. WIN a limited edition Spritz Pack: Share an image of you and your friends enjoying a virtual Spritz @ 6pm, using #spritzat6 and tag @aperolspritzau to WIN an Aperol Spritz
“For centuries the 6pm Aperitivo has brought
pack delivered to
people together to connect and share food and
your door. Further
drinks and it’s now more important than ever to take
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Retailer Profile
The Lane Cellars
We chat with David Cumming and Campbell Hedley, Co-owners of The Lane Cellars in Orange and find out how they have been trading through the pandemic. The Lane Cellars opened in 2018 in Orange and has quickly established itself as a known and trusted retailer of local beer, wine and cider.
NLN: How has The Lane Cellars evolved since opening? DC: The business has grown well as customers have got to know and trust us. We wanted sustainable growth, built around offering local wines, beers and ciders. With Campbell Hedley’s experience in beers and me looking after the wines, we complement each other well.
David Cumming
The local range has been balanced with a broad and eclectic range of craft beers and wines from outside of the region. We have sourced wines from premium regions (Australian only) and from winemakers and regions that I know from previous working relationships. When we established the business we set up an online presence and sent regular newsletters to our customers. These e-newsletters
Campbell Hedley
“We’re really keen to make sure we are serious about supporting independent producers, and we find that our customers understand and respond to that in a positive way.”
have information on tastings (we had Friday afternoon ‘Meet the
David Cumming
Maker’ tastings prior to COVID-19), along with new releases,
Co-owner The Lane Cellars
information on beer styles and ‘curated’ wine and beer offerings.
time and have marked out areas for social distancing. Other than
NLN: Tell us about the product range in your store:
that our online presence has allowed us to increase the volume of
DC: Initially we planned to have around 80 per cent local, but it’s probably
sales without any change to the online store platform.
higher than that simply due to customer demand. We have continued
We have collaborated with a local restaurant, Charred Bar &
to champion local wine producers from Orange, Mudgee, Canowindra
Kitchen which has a fantastic award winning wine list. We were
across to Canberra and the Hunter Valley. This also applies to brewers,
mindful that they had fantastic wines that they were now going to
with Australian producers making up the majority of our range.
struggle to sell, and we have an avenue to sell it for them. This is
We are committed to exclusively stocking independent beer, to the
creating some cash flow for the restaurant.
point that when a brewery is taken over by one of the big brewers, different indie beer. We’re really keen to make sure we are serious
NLN: What are you most concerned about with the current trading environment?
about supporting independent producers, and we find that our
DC: The main concern is the uncertainty of the future. While the
customers understand and respond to that in a positive way.
economy may open up again, the lack of tourism and the possibility
we don’t reorder from them, and fill their spot in the fridge with a
of a deep recession will have impacts across the region and so will
NLN: How have you adapted the way you do business during the pandemic?
impact our business.
DC: We have had to postpone our weekly ‘Meet the Maker’ tasting
NLN: Is there anything else you’d like to mention?
unfortunately. However, we have moved to free, same day home
DC: It’s an exciting time for small, nimble stores with knowledgeable
delivery in and around Orange in order to provide for customers
staff that have robust online platforms, allowing growth and personality.
that are in lockdown.
Location will remain a key to success. As customers increasingly look to
We haven’t had to change too much else (other than the cleaning roster). We are limiting the number of customers in the store at a 16 | National Liquor News
support local and premium offerings within their precinct, opportunities will grow.
■
IRI Insights
Red wine: More than a winter warmer
As we head into winter, red wine is undoubtedly going to be in high demand. And as Jenny Tran, Senior Associate Consultant, IRI explains, the red wine space is an area with plenty of untapped opportunity. There is no doubt that red wine is the drink
Lighter styles such as Grenache and
of choice in winter. Constituting 45 per cent
Pinot Noir drove growth as their volume
of wine sales in the winter season, and a five
sales increased by a double-digit. Emerging
per cent dollar growth during this time, it
varietals such as Gamay, Malbec, Neo
is evident that through experimentation,
D’avola and Tempranillo also experienced
premiumisation and engagement with
double-digit growth.
shoppers, that these trends can continue to be reflected in winter 2020.
Engaging with shoppers
“Emerging varietals such as Gamay, Malbec, Neo D’avola and Tempranillo also experienced double-digit growth.” Jenny Tran Senior Associate Consultant IRI
In the past year, a select few brands started
to the millennial market? One solution is
Shoppers are upgrading
to engage more with consumers, and in turn,
to create a more social appeal for red wine.
Even though most red wine sales come
drove growth in winter.
With an increase in Google searches and
from the lower mid-price tier ($8-$15),
St Hubert’s ‘The Stag’, creatively engaged
popularity on social media, mulled wine
recent winter trends indicate a pattern of
with consumers by providing winter
has seen a rise in interest in Australia.
shoppers upgrading.
experiences with a competition to ‘The World’s
However, the popularity here is still in its
‘Premium’ red wine ($30-$50) for
Most Elusive Bar’, a pop-up bar in Falls Creek
infancy, compared to the UK where there
example, has proved to be one of the fastest
and a specialised water feature that served
is branded and private label pre-bottled
growing price tiers (plus eight per cent) in
wine at the Winter Village in Melbourne.
mulled wine.
winter 2019.
And 19 Crimes has been driving growth
Another solution is to target millennials
We can also see a movement from lower
as it engages with consumers through its
looking for convenience. A great example
mid-price tier into the next price bracket
augmented reality (AR) packaging that
of this is canned wine, with its rise in
with upper-mid price tier ($15-$19.99)
brings the brand’s story to life through
popularity. Red wine, however, has yet to
growing by three per cent in winter. This
an app.
grasp this opportunity, with only six brands
can be expected to continue, as upper
Pensilva engages with shoppers through
currently active in this space.
masstige being the fastest-growing price tier
its website and ‘Artistry in Every Drop’
There’s no doubt that the notion of a ‘winter
in red wine during the recent panic buying
tagline to create a sense of individuality and
red’ exists and though it is evolving, there
COVID weeks.
bring meaning to the brand.
are plenty of opportunities for it to become something more than a ‘winter warmer’.
Shoppers are experimenting
Tapping into the millennial market
Though Shiraz makes up 40 per cent of red
With only 7.6 per cent of shoppers under
wine sales, it is not the only varietal that
40 purchasing red wine in the winter of
drove growth in winter as shoppers have
2019, there is ample opportunity to appeal
been shown to experiment.
to millennials. So how can red wine appeal
■
Sources: IRI Market Edge. Australia Liquor Weighted. Jun-Aug 2019 vs YA IRI Shopper Panel. National Panel. Jun-Aug 2019 vs YA June 2020 | 17
Retail Drinks Australia
Does the case for Minimum Unit Pricing stack up? Julie Ryan, the CEO of Retail Drinks Australia, criticises the NT Government’s one-year evaluation report on the impact of Minimum Unit Pricing.
Julie Ryan CEO Retail Drinks Australia
The issue of Minimum Unit Pricing (MUP)
(PALIs) which were introduced at roughly
began substituting alcoholic beverages
has recently been thrust into the spotlight
the same time, and the pre-existing decline
with cheaper, more dangerous substances
with the NT Government releasing its one-
in alcohol related hospital admissions and
prompting the NT Government to contact
year evaluation report on the impact of the
assaults, means that Australia remains in
storeowners requesting they take inedible
introduction of a ‘floor price’ of $1.30 per
the dark on the true impact of the MUP on
alcohol like mouthwash and cooking
standard drink on all alcohol products sold
problem drinkers.
essences off the shelves.
in the Territory since October 2018. While
What is probably equally as alarming
Purchasing patterns aside, MUP has
the NT is the only Australian jurisdiction
as the report’s inadequacies is its selective
also had a massive financial impact on
to have MUP in place, other State and
use of data. The report’s authors allege that
NT retailers, costing these businesses
Territories are watching its progress closely.
alcohol consumption has reduced since the
millions of dollars in one-time costs to
Unfortunately, the NT Government’s
introduction of MUP. Aside from the fact
upgrade their various systems, and then
report completely fails in its mission to
that this tells us nothing about harmful
significant ongoing costs in administrative
evaluate MUP and the integrity of the report
alcohol consumption, which is what
burden. Despite this, the authors make the
itself has been brought into question by its
MUP was intended to address, it is also
staggering conclusion that MUP has not
inconsistent and inaccurate conclusions.
completely at odds with all retail data for
had any major effect on these businesses’ economic fortunes.
The report authors (a range of academics
the period. It begs the question, exactly how
led by Deakin University’s Professor Peter
the authors could form that conclusion on
Miller) even acknowledge their own failure,
consumption?
Given that MUP was introduced barely over 18 months ago, it is still far too early
although not unsurprisingly they bury that
What we can tell you about MUP and
to make any solid conclusions, and the NT
acknowledgement in a footnote to the 300-
alcohol sales in the NT is that in the 12
Government’s preliminary report certainly
page report.
months since MUP began, the total number
won’t be contributing any valuable insights
That one critical acknowledgement,
of standard drinks purchased went up, not
to those conclusions. As the debate on MUP
that MUP’s effectiveness is ‘impossible to
down (and up significantly by more than
continues, Retail Drinks will continue to
distinguish’ from other alcohol-related
two million standard drinks). Spirit sales
ensure that other States and Territories
policies such as the Banned Drinker Register
skyrocketed, while bottle wine sales also
considering this policy are properly
and Police Auxiliary Liquor Inspectors
increased significantly. Problem drinkers
informed of the real impact of MUP.
18 | National Liquor News
■
Alcohol Beverages Australia
Aussies drinking less in isolation Contrary to alarmist claims, it’s now official... Australians are drinking less in isolation. By Andrew Wilsmore, CEO, Alcohol Beverages Australia.
A spate of dubious polls have captured headlines
441,000 hospitality workers got trampled.
recently, but the clear data from Australia’s most
It has become a sad game, whereby anti-alcohol
independent and authoritative source shows people
activists make wild, unsubstantiated claims citing
are drinking more responsibly than ever before during
push polls and flawed research, headlines rage, but
the COVID-19 pandemic shutdown.
then, inevitably, the flaws and biased assumptions
In fact, the Australian Bureau of Statistics’ ‘Household Impacts of COVID-19 Survey’, reveals 9.5
are laid bare. Headlines do not subsequently scream, ‘umm... we got it wrong’.
per cent are drinking less, 47.1 per cent are drinking
Perhaps getting it right in the first place might be
the same amount, 14.4 per cent are drinking more,
the place to start. A little critical analysis and due
and 28.9 per cent continued to abstain.
diligence goes a long way.
The results show that 85.6 per cent of Australians
The lack of rigour or accountability for public
are drinking responsibly during the pandemic
funding is a concern. Recently the Australian Research
shutdown, a 1.6 per cent improvement on the ABS
Council awarded a $500,000 grant to re-do a 2010
National Health Survey from December 2018.
Study into the Costs of Alcohol. The stated purpose
So, fewer Australians are drinking at excessive levels.
is to “underpin advocacy”.
It’s a finding that backs data showing beer,
Long-time followers of these issues may recall this
wine and spirits sales during the pandemic have
egregious study, which claimed alcohol harms cost
plummeted to the worst level on record. It only
taxpayers $36 billion. The problem is the methodology
stands to reason that when people are buying less,
was so flawed it was a finalist in the Australian
they cannot be drinking more.
Conference of Economists’ annual Dodgy Awards.
We saw a natural shift following the closure of
None of these claims accord with what we
hospitality venues to liquor stores sales, but not
experience every day, even in these strangest of times.
enough to offset the loss of pub sales. Since that initial
No one is saying there aren’t issues with alcohol.
spike, retail sales have been falling ever since. A different story to these unassailable facts was generated by a so-called research piece commissioned by a prohibitionist group that saw screaming headlines claiming 70 per cent of Australians were drinking more during the pandemic shutdown and a third were drinking every day. In the media scramble that ensued, the truth or evidence never got a look in. The livelihoods of
There are, and more needs to be done to tackle the array of social and cultural drivers leading some
“Australians have earned a pat on the back and a drink in peace.” Andrew Wilsmore CEO Alcohol Beverages Australia
people to drink at excessive levels. But the over-hyped and, frankly, contrived claims bandied around simply do not stack up to scrutiny. They also do Australians, who have clearly heeded the responsible consumption message, an injustice by falsely vilifying them. Instead, Australians have earned a pat on the back and a drink in peace.
■
June 2020 | 19
DrinkWise
DrinkWise encourages continued moderation during pandemic DrinkWise has created a national marketing campaign featuring Dr Andrew Rochford to remind consumers about the importance of continuing to moderate during COVID-19. By Simon Strahan, CEO, DrinkWise.
Recent media coverage has focused on reports of bulk buying alcohol, as well as concerns Australians may be drinking more to cope with the stress of isolation. DrinkWise research undertaken during this time showed that the majority of drinkers (73 per cent) who buy alcohol to drink at home had not changed their purchasing practices or had in fact purchased less packaged alcohol, due to fewer socialising opportunities. The DrinkWise research also found that on average drinkers were not consuming any more alcohol on the occasions that they were drinking, when compared to 2018 when we surveyed 5,000 Australians about their experiences with alcohol. The research identified that
of information videos acknowledging the stressful
drinkers on average were consuming three standard
implications of COVID-19, encouraging people not to
drinks during single drinking occasions, and over the
use alcohol to try to cope with stress and anxiety and
course of the week, this amounted to just over eight
reminding Australians to support one another. The
standard drinks in total – well within the guidelines
videos also spoke to the importance of being a good
recommended by experts. Drinkers were also
role model for children – especially if having a drink
consciously taking care of their physical and mental
at home during self-isolation.
health during isolation, with 77 per cent maintaining
To support the core information videos, DrinkWise
or doing more exercise and 73 per cent taking specific
also developed a series of question and answer social
action to maintain their mental health.
videos and radio adverts, seeking to answer common
Recognising, however, that some Australians do continue to drink to excess, as well as additional stress and uncertainty in the current environment, DrinkWise created a national marketing campaign
questions around alcohol consumption during COVID-19, such as: • Are a few early afternoon wines ok, will the kids really notice?
to remind consumers about the importance of
• Is it normal to miss the pub?
continuing to moderate during COVID-19. This was
• Is bulk buying alcohol a bad thing?
particularly important when our research revealed
DrinkWise has worked strategically with our industry
that daily drinking had increased during isolation (13
contributors, corporate and community partners to
per cent, up from six per cent) and while many are
ensure these messages reach as many Australians as
drinking at moderate levels and this may be reflective
possible. Our contributors promoted these resources
of social isolation, this increase is not typical of
and messages to Australians via their own networks,
consumers’ general practices.
as did many of our partners including the National
Working with our ambassador, emergency doctor, Dr Andrew Rochford, DrinkWise created a series 20 | National Liquor News
Rugby League and the Australian Turf Club. In addition to this activity, DrinkWise has
Simon Strahan CEO DrinkWise.
Spirits & Cocktails Australia
partnered with the New South Wales Police Force to create resources which acknowledge that while Australians are facing the uncertainty of COVID-19 and potential stress and anxiety during self-isolation, consuming alcohol as a coping mechanism is not the answer. DrinkWise has funded social media and
Drink smart as restrictions ease Spirits & Cocktails Australia has launched a social media campaign encouraging the responsible consumption of alcohol at home. By Greg Holland, CEO, Spirits & Cocktails Australia.
radio advertising to further promote this joint NSW Police/DrinkWise message to
As social distancing restrictions are progressively eased, Spirits & Cocktails
encourage anyone concerned about their or
Australia continues to promote responsible drinking at home through a series of
others’ drinking to seek help and advice from
Facebook posts and a dedicated COVID-19 microsite.
organisations such as Beyond Blue (which
The social media campaign commenced in April to engage consumers as they
has a dedicated COVID-19 support line),
scroll through their Facebook newsfeeds, and encourages responsible drinking at
1800RESPECT and the Men’s Referral Service.
home in the context of COVID-19.
Similar partnerships with police forces in the ACT and NT will commence shortly. DrinkWise COVID-19 resources are located on a dedicated page on the DrinkWise website,
“Extended isolation may be challenging for some and we recognise that we have a role to play in ensuring the community makes smart decisions about their alcohol consumption at home throughout the crisis,” says Spirits & Cocktails CEO, Greg Holland.
which also includes tips for moderating,
“We support the Government’s three step plan to re-open the economy, which
practical resources including the DrinkWise
will see so many hospitality workers who have been adversely affected by the crisis
Standard Drinks Calculator, DrinkWise Body
progressively return to work at bars, pubs and clubs across the country.
Health Tool and links to support services.
“It’s important the industry is united in encouraging responsible drinking at home
As restrictions are lifted in coming months,
until such time as the venues we know and love return to operating at full capacity.”
there will be continuing challenges for
To complement the social media campaign, Spirits & Cocktails Australia has also
Australians, so DrinkWise will continue to work
launched a dedicated COVID-19 microsite to offer information to support responsible
with our industry contributors and partners to
alcohol consumption at home. The site also provides information for hospitality workers,
encourage moderation for those who choose to
including support of the Keep Our Venues Alive campaign, tips to implement social
consume alcohol.
distancing for takeaway and reduced capacity on-premise service, and information on
DrinkWise is an independent, not-for-
Spirits & Cocktails Australia members’ COVID-19 support initiatives.
profit organisation dedicated to changing the
The social media campaign and microsite was developed in partnership
Australian drinking culture to one that is safer
with creative and digital marketing agency, United Yeah. You can follow the
and healthier.
campaign on Facebook @spiritsandcocktailsaustralia or visit the microsite at
■
covid19.spiritsandcocktailsaustralia.com.au. For more information on Spirits & Cocktails Australia’s COVID-19 resources, contact admin@spiritsandcocktailsaustralia.com.au. For creative services, contact james@unitedyeah.com.
■
June 2020 | 21
Wine Australia
Petit Manseng or Gros Manseng? That is the question… DNA testing has revealed a decades old mix up that has led to Australian producers inadvertently selling a mislabelled wine variety for years. Written by Rachel Triggs, General Counsel and General Manager Market Access at Wine Australia Shakespeare wrote ‘What’s in a name? That which we
CSIRO has also tested their Petit Manseng vines too
call a rose. By any other name would smell as sweet’. In
and confirmed that they are also Gros Manseng.
the wine game sommeliers and consumers will have
The original material was imported in 1979 –
to put their tastebuds to the test to determine if that
well before the advent of widespread DNA testing
homily applies to taste, as we’re learning that much
for grapevines – and was transferred to the Monash
of a variety planted in Australia as Petit Manseng is
collection in 2013. It is possible that there have been
actually Gros Manseng.
other private importations of Petit Manseng and it is
An error years ago means that in Australia some
open to growers to have their vine material verified
growers and winemakers producing the little-
through DNA testing once the growing season
known variety Petit Manseng, may in fact have been
commences. However, there are currently no known
producing a very similar variety, Gros Manseng.
sources of true Petit Manseng in Australia.
Traditionally, ampelographic metrics are used
Australia’s wine sector has a reputation for producing
to distinguish one variety from another. However,
wines of quality and integrity, and a key element of this
variation in grapevine development is common from
role is to ensure wines are presented with an accurate
different environmental, cultural and genetic influences,
identification of their varietal composition, for this
which makes the identification a complicated process.
reason growers and winemakers have been contacted
In recent years, DNA technology has advanced to
by Wine Australia to let them know their vines and
the point where we can use this to help us accurately
therefore wines may in fact be Gros Manseng.
identify varieties and rootstocks (as well as track a
As Australian growers and winemakers who have
variety’s evolutionary family tree), but historically
presented their products as ‘Petit Manseng’ to date
the global wine community has used ampelographic
have done so in good faith, and there is absolutely no
metrics for identification.
risk to consumers, there is no requirement to change
In late 2019, during a professional ampelographic inspection, doubts were raised about the identity of the grape variety known as Petit Manseng in the Monash germplasm collection in South Australia. Consequently,
labels but from the 2020 vintage you’ll probably see Gros Manseng appearing on labels.
Rachel Triggs
To paraphrase the bard ‘By another name Gros Manseng will taste as fine’.
samples were sent from each of the three mother vines
Australian wines labelled as Petit Manseng have
in that collection for DNA analysis against the reference
been winning awards in local and alternate variety
sample held in Montpellier, France. The results have
wine shows, the change of name makes it a curiosity
shown that this variety is, in fact, Gros Manseng. The
worth seeking out and putting to the taste test.
22 | National Liquor News
“There are currently no known sources of true Petit Manseng in Australia.”
■
General Counsel & General Manager Market Access Wine Australia
Strikeforce
Brands are being challenged Category brand hierarchy has been turned on its head in early 2020, writes Stephen Wilson, Category & Insights Manager at Strikeforce.
Shoppers in all channels have in many
for brands as we emerge from lockdown
cases needed to compromise and purchase
there has been a well-documented shift to
unfamiliar brands to substitute their usual
value brands with higher priced brands
brand purchase through necessity rather
previously purchased for their unique
than by choice.
attributes being cast aside as shoppers
This has provided an unexpected bonanza for smaller brands and a headache for larger more established brands.
seek safety in trusted affordable brands as discretionary spend dries up. The disruption for the off-premise trade
A disrupted market has seen ‘lesser
was not as pronounced as the grocery
known’ brands take a bigger slice of the
channel however the challenge still exists
pie purely through being available on-shelf
for brands to win back lapsed buyers and
when other brands were not or through
increase brand presence at point of purchase.
maintaining an efficient end to end supply
Strikeforce field data indicates that the peak
chain solution. The usual ‘norm’ of in-store support activity reflected the challenge faced by brands particularly during the panic buying phase of the pandemic.
for activity disruption has passed, assuming to return to a pre COVID-19 shape.
move into the second half of 2020.
There will be a lag before shelf and fridge
Display activity, on-shelf ticketing, over and
space allocated to familiar brands returns to
above display activity and distribution drives will spearhead efforts to stimulate purchase.
Activity shifted away from pre-sell,
normal with craft brands occupying space currently having a lower sales velocity than
displays and bin building to getting product
major brands.
and onto the shelf for purchase.
Stephen Wilson Category & Insights Manager Strikeforce
there is not a second wave of infection, starting
compliance checks, securing over and above from busy loading docks through the store
“We predict a necessary increase in promotional activity as brands manoeuvre to secure their share of shopper spend as we move into the second half of 2020.”
In-store location will be critical to the success or otherwise of these campaigns
The challenge for retailers and suppliers
with convenience purchases needing to
will be to develop strategies to generate
be highly visible and easily accessible to
During the peak and immediate aftermath
sales of these ‘lesser known’ brands to free
shoppers as opposed to premium offerings
of the panic buying period more than half of all
up space and apportion this space to higher
that take more time and consideration
scheduled in-store activity was cancelled with
velocity brands over time.
before reaching the purchase decision.
the focus solely on shelf maintenance, brands protecting their space and filling any gaps. To further underline the challenge
We predict a necessary increase in
Brands that have a well-planned and
promotional activity as brands manoeuvre
executed strategy will win share of shopper’s
to secure their share of shopper spend as we
hearts and wallets.
■
June 2020 | 23
Human Resources
The road to recovery With so many Australians having found themselves out of work due to the coronavirus crisis the reality is that some candidates will have to look outside of our industry to find a new job. By Sue Lauritz and Amber King, Directors at BrightSide. Moving beyond reduced hours and working from
narrow in on what you excel at or potential areas
home, businesses and employees are looking further
for development. Prepare your ‘elevator pitch’. Keep
ahead. Depending on how quickly businesses can
it concise. It’s easy to run through past roles at an
bounce back, there will be inevitable redundancies. The
interview, however if you know how to talk about
reality is that some candidates will have to look outside
yourself clearly, it will improve your confidence. In
of our industry to find a new job. It’s going to be hard
turn it could help pivot you into your dream job or
to accommodate the talent in the market because let’s
for a role in another industry.
face it; more people are looking than hiring.
Be clear on key areas that illustrate your career
So, what should you do if you lose your
rather than aimlessly reeling off past roles. For example,
job? Consider all possibilities. Take time out and work
“Key areas that define my career are my commercial,
through what’s happened so you can give yourself time
national account skills; sales leadership – coaching
to get rid of any negative feelings before embarking
and mentoring teams and delivering on annual sales
on the next stage. Take time to reflect on your core
plans”. Say this over, it’s what you want to be known
values and strengths. Identifying your values will
for; a mix of your strengths and the impact you’ve had.
enable you to make better decisions through your
We encourage candidates to be open minded
job search and can be your primary guide. Be clear
to opportunities that align to their values and
on your strengths. It’s not only about what you’re good
strengths. Focus on the possibilities for the future
at but what gets you out of bed. It’s when you feel
and take steps to move towards them. Use your
most confident. Surprisingly candidates often find it
networks for advice or take on a volunteer project to
difficult to articulate their strengths. It’s time to get
try new areas. Consider contract roles. You will benefit
clear on yours.
financially, broaden your skillset and potentially
Think about when in life and work you felt a great
uncover a new career path. Be kind to yourself and
sense of achievement, what were you doing that made
you’re more likely to discover the role you really want.
you feel this way? How do your friends and colleagues
For all things sales and marketing please go to
talk about you, what are the anecdotes that provide
www.brightside.careers or call Sue Lauritz on 0403
insight into how you’re perceived? This will help you
063 128 or Amber King on 0404 023 944.
24 | National Liquor News
■
“Be clear on key areas that illustrate your career rather than aimlessly reeling off past roles.” Sue Lauritz and Amber King Directors BrightSide
Shopper Intelligence
Health needs still going unmet for off-premise shoppers David Shukri
The liquor industry faces a big challenge. We’re just not drinking as much as we used to. By David Shukri, Senior Insight Director, Shopper Intelligence.
The long-term trend for Australians to drink less alcohol, less often has become more and more pronounced in recent years, with consumption now at its lowest since the 1960s. With moderation acting as a powerful limiter to volume growth, retailers and
How important to you were these health aspects on your shop? • Lower Sugar
• Lower Calories
• Lower Carbs
• Organic/Natural
• Lower Alcohol
availability, from 71 per cent to 73 per cent.
Senior Insight Director, Shopper Intelligence
choices. They also call for better signage and more information at shelf, both of which could be contributing to their sense of dissatisfaction with products that offer the health attributes they are looking for. Those options may indeed be available, but they might be too hard to find.
suppliers have to come up with new
Offering products that are lower in sugar is
We have seen a raft of initiatives come
approaches and they have to do it quickly if
still the number one demand among shoppers,
to market over the last 18 months aimed
they want their brands to remain relevant
followed by lower calorie and then lower carb
at drawing attention to healthier products
and engaged with modern liquor shoppers.
options. Of the three, only delivery on lower
in-store and making it easier for shoppers to
Embracing the health and temperance
carb options was rated as having improved
make informed buying decisions. Yet despite
culture is undoubtedly a major theme for
year-on-year and sugar was unmoved with a
the investment, shoppers haven’t called out
today’s liquor industry. Alongside innovation,
net satisfaction rating of 40 per cent.
any of the major banners as a big improver
convenience and premiumisation, delivery of
While younger shoppers tend to attach
healthier options was one of four key drivers
more importance to health factors in
There is some evidence to suggest
called out by business leaders in National
general, it is in fact female shoppers aged
efforts to group similar products together
Liquor News’ Annual Leaders Forum edition
35-54 that are most dissatisfied in this area.
in a single bay or fixture as having more cut
earlier this year.
Spirits and wine saw the biggest declines at
through than solutions involving bottle tags
a department level.
or POS material, but this will vary greatly
Offering choices that are better for health
in this space.
and well-being has been one of the fastest
By category, the verdict from shoppers is
growing importance factors for shoppers
more positive in some areas. Three of the top
It is not just the young or female
over the past five years, so diagnosing what
five categories where lower sugar is rated as
shoppers whose health needs could be
this looks like in practice and delivering to
most important also feature in the top five
better addressed, however. There is one
that are critical success factors.
for satisfaction with that aspect (flavoured
other important group who are more
cider, pre-mix Scotch and pre-mix rum).
concerned by healthy choices than average
How is the industry doing today?
Others, including rosé and sparkling wine,
as well as less satisfied with the way they’re
Unfortunately, the news could be better.
have more work to do. They rank far higher
being delivered. Unplanned shoppers are on
Shopper satisfaction with healthier choices
on importance than on satisfaction when it
average four per cent less satisfied in this
dropped in the last year from 45 per cent to
comes to low sugar options.
area than they were a year ago. So, the sign
41 per cent, with Spirits (down nine per cent)
by category.
again is that in-store messaging, information
and Wine (down seven per cent) leading the
Improving the situation
and merchandising could be serving these
decline. Putting this into context, overall
It is clear there is a challenge to be overcome
customers better and working harder to put
satisfaction in the off-premise channel
as far as female liquor shoppers are
healthy options in their baskets.
rose to 67 per cent last year while shopper
concerned. They put more importance on a
The road to better results on health might
satisfaction with the quality of premium
range of factors than their male counterparts
be a long one, but the prescription certainly
products also increased, from 51 per cent to
in liquor, including innovation, enjoyment,
looks clearer with shoppers at the heart of
53 per cent, and so too did performance on
responsible drinking and, of course, healthy
the conversation.
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June 2020 | 25
Hard Seltzer
Here comes hard seltzer Alcoholic seltzers have finally entered the Australian market. Brydie Allen discovers why it’s a category to watch.
Audio introduction Alcoholic seltzer, also known as hard or spiked seltzer, wasn’t something we really talked about in Australia a year ago. After all, the category was empty in our market. Unlike in the USA, where IWSR Drinks Market Analysis recently recorded it had a 2.6 per cent market share, after having only 0.85 per cent share a year earlier. IWSR also notes that hard seltzer volume is already greater than vodka, the nation’s leading spirits category, with popularity continuing to rise. Australia finally tasted the possibility of hard seltzer late last year when Lion released Quincy, the first alcoholic seltzer product in the country. It’s been followed by the likes of Good Tides from Asahi, Actual from Carlton & United Breweries (CUB) and smaller independent producers like Fellr. With more players entering the game, is the category now poised to explode here like it did in America? The current COVID-19 pandemic makes this answer uncertain; however the 26 | National Liquor News
Hard Seltzer
potential grows as life gains some semblance of normal,
What is seltzer? Seltzer is basically carbonated water, much like soda water. Hard seltzer becomes alcoholic through brewing or premix methods, depending on the producer.
especially considering how Australia embraces the ready-to-drink (RTD) and beer categories, where hard seltzers draw consumers. As Brandy Rand, COO of the Americas at IWSR, said: “Hard seltzers are far from a fad, they’re growing at a spectacular rate, and increasingly, hard seltzer producers are pulling consumers from other beverage alcohol categories.”
Defining a new category The hard seltzer producers currently in the market have a common desire to carve out a new category in Australia, giving consumers something refreshing and different. Lion’s Quincy uses rice to create a clean, dry taste, infused with passionfruit or lime to create a fresh and not too sweet flavour. Quoted to have 50 per cent less sugar and 30 per cent less carbs than leading vodka RTDs, it’s already begun breaking open the category. “Quincy has been on the market for six months and has had a strong consumer reception... To ensure continued category growth as market makers we will be continuing to break down barriers to the category by educating consumers on what to expect from a taste profile of a seltzer and the occasions they are best Andy Skora and Will Morgan, Founders of Fellr
enjoyed,” said Jo Simpson, Lion’s Innovation Director. Similarly committed to boosting consumer understanding of what is possible with hard seltzers is new independent producer, Fellr. Created by seasoned drinks marketers Andy Skora and Will Morgan out of their Sydney garages, Fellr takes inspiration from what they call ‘the land of fizz,’ mixing Australian cues with the elements of American seltzers. “We wanted to stay true to the hard seltzers from the States, so we’ve got a brewed base… just to get a real fresh, crisp flavour to it that has a bit more of a mouthfeel to it than your standard white spirit,” Morgan said. Skora added: “We noticed that the RTD market, unlike beer, wine and spirits, hasn’t really gone down that path of craft and independent revolution… there was an opportunity to premiumise and have some fun and have people be proud to serve RTDs. We thought seltzer was the perfect way to do that.” Asahi and CUB quote the same kind of reasons for their entry into the category. But unlike Quincy and Fellr, Good Tides and Actual are vodka based, not brewed. June 2020 | 27
Hard Seltzer
Seltzers in the States Skyrocketing sales of spiked seltzer in the United States continue to cause growth in a category that IWSR predicts will triple by 2023. One of the biggest brands there is White Claw, recording 315 per cent sales growth last year. Demand was so strong it led to a product shortage, which competing seltzer producer Truly also recorded, forcing both brands to step up production.
Group Marketing Manager Cider, RTDs, Spirits and Sponsorships at Asahi, Virginia Woodger, said that Good Tides helps fill a gap in shelves that is being driven by the fact that: “the RTD category is moving beyond traditional, reduced sugar options.” Actual Senior Marketing Manager, Marc Lord, agreed and said: “Consumers want simple, no-nonsense alcoholic drinks and that’s what Actual is.”
Consumer appeal
“Consumers are seeking lighter, more refreshing styles of alcoholic
The global trend driving hard seltzer’s success in the USA is mindful
drinks. They still want to have a drink, but they don’t want the sugar
consumption, as shoppers look for ‘better for you’ products that don’t
or added ingredients.”
compromise on flavour.
Woodger, meanwhile, also said that Good Tides was designed
Rand said: “The rise of hard seltzers shows there was a segment
for: “Those who are seeking to become more mindful of their drink
of consumers underserved by the current beverage alcohol market
choices, but don’t want to compromise on a delicious tasting drink.”
who were looking for alternatives that were refreshing and flavourful,
While Simpson told National Liquor News the category gains
but also low-calorie and low-sugar.” Likewise locally, brands believe that this will drive the success of the category on our shores. Lord said that: “Australians are also becoming increasingly conscious of what they are drinking, so we think the boom will be repeated here.
momentum from this trend, she also pointed out the differences in the alcohol landscape of Australia and America. For example, the RTD category only represents seven per cent of liquor value in the US, while in Australia it makes up 14 per cent, and beer has a larger share still in the US than locally. “This presents a unique challenge locally for brands to differentiate seltzers from traditional high sugar premixes in the minds of consumers and drive trial of lower sugar, lower calorie alternatives,” Simpson said. “Educating consumers on this disruptive new beverage category coupled with clearly defined retail space and availability in-store will unlock massive potential for the Australian market as modern drinkers seek refreshing and lighter alternatives.” The Fellr founders agree, and said that local shoppers new to the category will also be looking for brand authenticity. This drove the pair to become independent producers in the first place. “Our goal was really to create something unique in Australia, rather than just replicate a concept that had been successful overseas,” Morgan said. As Fellr and other small producers enter the category alongside bigger name companies, it’s clear that the potential of hard seltzer is huge. An increase in products will mean increased competition as the category carves it’s identity in Australia - it will certainly be interesting to watch.
28 | National Liquor News
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Craft Beer-Barians Storm the Gate Nathan receives a call from his beer rep to let him know he has a case of limited edition Juicy as Phuck New England IPA a beer that resulted when a piece of rotten fruit fell out of a brewer’s beard while he was attempting to express how terrible mainstream music is in liquid form. Fear grips Nathan as he posts to social media to announce the new arrival, “Get down to Liquor Barons Marmion tomorrow for this limited edition IPA; we only have 1 carton so strictly 1 can each! First in best dressed, NO HOLDS” News of the legendary beer sends ripples through the hipster-verse. Nathan knows all too well that exclusivity is paramount in the realm in the beer snob. After all, every faux-flanno wearing hop-wanker wants to be the first to write a review of why the beer is overrated, despite the fact they’d go full Dustin Martin on their own mothers to get a can. Thanks to the joys of recent fatherhood, Nathan manages just a few hours sleep before getting up for work the following day. He pulls into the carpark and notices the entrance to his shop has been transformed into a stout-whisker shanty town. As he snakes past sleeping bags & camping chairs he thinks to himself, “who the hell would queue overnight for a beer”, then he remembers, this is Perth. Nathan is bombarded with unanswerable questions ranging from whether the water used was “fair trade” to whether the earthy tones are “biscuity or bready”. Suddenly, a beer-beret wearing dissident bails Nathan up, “you said no holds mahn, and I only count 20 cans”.
Chaos breaks out as Nathan is accused of crimes against beer-manity. While explaining he put some aside for his brother in law he hears a whisper from the rabble, “I hear he keeps a stash in the cool room”. Out of the corner of his eye, he spots a malt-muncher with hooped earlobes slip into the fridge and begin rummaging around like Idiot-ana Jones in search of the holy fail. He manages to stop this particular raid but is forced to pull a staff member
retail banner group of the year
2011 . 2014 . 2015 . 2017
away from stock-take to stand guard over the remaining tins. Frankly, this is a step backward for humanity. Later in the day, Nathan’s wife pops in with the kids to say hi. He holds his kids, points at the hipster trying to bribe his staff member with a shout out on his beer blog. He takes the opportunity to impart some fatherly wisdom, “please don’t end up like this kids”.
We encourage and embrace our stores individuality, visit liquorbarons.com.au for more great stories.
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Liquor Barons With some exciting plans for ‘Vision 2020’ set to roll out in September, it is a “golden era” for Liquor Barons, says General Manager Chris O’Brien.
NLN: How has the beginning of 2020 been for Liquor Barons? CO: Liquor Barons is enjoying a golden era. And we are very grateful and very lucky to be a part of the business community who continue to perform well. Our results are above average. We’re very grateful and also very respectful that not everyone in our industry is in the same position.
NLN: What are your biggest concerns in the current trading environment?
undeniable. That’s certainly one of the key
CO: Our primary concern is keeping our
factors. Our stores are more profitable trading
Liquor Barons today has this massive
owners and staff healthy and safe. Number
as Liquor Barons in that our margins are
loyalty program. We’ve got over 110,000
two is keeping the stores open and trading.
significantly higher than the competitive set.
members. We’ve had that for 20 years. We’ve
The flexibility that our model has enables
got a full scan system, we’ve got exceptional
Beyond that everything else is secondary.
that’s a really big thing for us.
a store to hone in and range a set of products
data capability in terms of the on selling to
NLN: And post-COVID-19 what will be your biggest opportunities?
that’s appropriate to their community. We get
IRI and secondary dashboard called ‘board’.
that one size doesn’t fit all. And even a state-by-
So what we’re doing as part of Vision 2020
CO: Liquor Barons is absolutely in a golden
state split isn’t enough. It’s all about local, local
is implementing the next generation of all
era at the moment where we’re enjoying
and more local. We’re very aware that what
these systems. And we’re adding to that an
pretty significant, like for like growth. We are
works in one suburb doesn’t work in another.
ultra convenience delivery model for those
growing ahead of market and we’re taking
And our model not only allows this but also
stores that want it. We’re further integrating
share from others. And number two, the
encourages the storeowner to customise their
our data systems directly into wholesaler and
overall size of our cooperative continues to
range to suit the local community.
supplier data systems, which is fantastic. It’s all
grow and increase through the acquisition of new sites statewide.
So you talk about brand, you talk about
encompassing in terms of bringing together
margin, and you talk about flexibility. There’s
our customers, stores, head office, suppliers
three key points that differentiate our model
and wholesale into a single database.
NLN: How many stores do you have now?
and are driving our success today.
CO: We have totally in the cooperative in
CO: Parts of that were scheduled to roll
the low 80s and the pipeline is particularly
NLN: What are your main goals for the remainder of 2020?
strong. We’re seeing great interest from well-
CO: I think that COVID-19 has allowed
the first piece that we’ll see in the market
run independent stores in Western Australia.
us to really reassess our positioning in the
is the relaunch of our loyalty program in
marketplace and to really double down on our
September, and its name will change from
NLN: What are the strengths of the Liquor Barons model?
local supporting local strategy. Number two
the Advantage Club and become Barons
is the up weighting of resources to our Vision
Locals. That’s a pretty major piece too. It
CO: Liquor Barons is an incredibly strong
2020 strategy, which is the next generation of
all aligns with a new phone based app for
consumer brand in Western Australia. That’s
IT infrastructure that Liquor Barons has. And
members and also a new website.
30 | National Liquor News
NLN: When is that all rolling out? out at Easter, and we postponed that. So
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Banner Groups
Independent Brands Australia Chris Baddock, CEO of Australian Liquor Marketers, says that it’s crucial for businesses to be well prepared for the “new normal” post-COVID-19.
NLN: Your first year in the role has certainly been eventful. How have you been going?
I stood up in front of the team and said,
how do we ensure that e-commerce is not
alright, you’ve got two weeks. They looked
just a flash in the pan and that we make it
at me as if I was a freak but I said ‘we’ve
even better.
CB: In my first year I’ve had bushfires and
got to get a platform online for our retailers
We need to understand that if the
now a pandemic. But it’s been fantastic
to be able to operate’, so we stood it up. It’s
consumer is going to change their habits,
actually. I would say that the team, the
fantastic what you can do with a bit of focus.
that we’re ready to do that. We think value
independents and suppliers have been really
is going to be an important proposition for
NLN: What is the main focus for ALM/IBA at the moment?
consumers moving forward, so the way
Metcash has proven their worth
CB: The biggest thing for us is how quickly
label and the way that our BDMs service the
culturally in regards to the way that we’ve
and how safely the on-premise can reopen.
marketplace is going to be critical.
communicated across the team and how the
And I know that the AHA and clubs
group leadership team has come together. I
associations are all over that and there is
think what it’s proven to us is you can get a
a lot of lobbying happening. But I think
NLN: What will be the biggest challenges and opportunities for 2020?
lot done when you’re focussed.
welcoming so I didn’t feel like I needed to learn something new.
that we buy and the penetration of private
they’re being really balanced into how you
CB: We’re in a changed world and that
I hate it when people say that the
keep people safe but also allow people to
change in many cases will stay as change.
independent trade is complex, I think we
socialise – and alcohol makes the world a
Human nature is to avoid change and to try
make it complex and we just need to cut it
more sociable place.
and go back to what we used to do, and I’ve
down to ‘we plan, we buy, we move, we sell.
Right now it’s about the safety of our
got a feeling that if organisations try to do
And we hope, we review and we repeat’. And
people. It’s about supply and it’s about
that then they’ll go backwards. So we have to
you’ve got to get the detail in for that and if
making sure that we’re as strong if not
face into the new normal and take advantage
you do things properly and you focus then
stronger post-COVID-19.
of it or else we’ll fall backwards.
you can get things done.
Myself, the group leadership team in
The day I started I thought this business
The best example is that we were looking
Metcash and the leadership team in ALM
had amazing opportunity. Ten months on I
to set up an online platform and we were
are already lending an ear to what we do
think it’s got even more opportunity.
looking to launch that in September and
post-COVID; what do we bring to the fore;
“We’re in a changed world and that change in many cases will stay as change.” - Chris Baddock, CEO, ALM
I think the independents are a wonderful channel to be able to service the customer. We talk about the three P’s in this business, our purpose, passion and partnership. Our purpose is championing successful independents. Our passion is that they’re bloody worth fighting for. But the last P is critical and that is that suppliers, retailers and we have to do it in equal partnership. But the opportunities can’t be brought to the fore without us all doing the heavy lifting and it won’t be done for us by luck, chance or magic. We have to do this together and we have to make decisions together to make our retail proposition the right proposition for the consumer.
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June 2020 | 31
Banner Groups
Liquor Marketing Group Liquor Marketing Group CEO Gavin Saunders tells us how LMG has retained focus through this challenging time to achieve the greatest result for its members.
NLN: It’s been a challenging start to 2020. How has LMG been faring?
customers they are reaching and occasions that they are supplying.
LMG performance and member support includes:
GS: COVID-19 and isolation restrictions
The most important part of any
have had a devastating impact on our
e-commerce platform is the user experience.
industry and members. While it is
The structure of the LMG e-commerce
impossible to be immune to these factors
platform, POS integration and native
in the market, it was important that LMG
IOS app meant additional development
retained focus on supporting our members
time, however the functionality and user
and engaging consumers to ensure the
experience is far superior than if these were
retail liquor operations within members
undertaken. LMG e-commerce provides the
businesses, which were able to continue to
customer each stores full range, current
extraordinary sales growth in dollars
trade, did so with the greatest result.
pricing along with promotions and offers
and customer transactions. Key
to ensure that the online shopper experience
to the success is having an online
is as good as visiting a store.
store, which is designed around the
LMG is extremely well positioned to support members during this period and
the past years.
NLN: What is the main focus for LMG at the moment?
While the COVID-19 period has been
GS: LMG’s main focus is always supporting
challenging, scan sales growth of in excess
our members to grow their retail sales and
of 20 per cent for the eight week period since
profitability.
initial restrictions is extremely pleasing to support our members.
This objective is being achieved through enhancing our promotional activity, with a focus on social, digital and e-commerce,
NLN: How have your online platforms been performing?
weeks early to support members’ cash flow (March rebates estimated and paid 27 March). • Having an established Bottlemart, Sip’ n Save, Harry Brown and now Thirsty Camel WA e-commerce app, online and delivery service provided
consumer experience along with the
the results to date are a testament to the planning and execution undertaken over
• LMG member rebates paid eight
along with supporting our members through our dedicated BDM teams, data and insights.
connection to each store to provide each store’s entire range, and pricing with all this supported by geotargeted social and digital marketing. • Adapting promotional program for market conditions, however maintaining promotional and advertising frequency while enhancing with a material increase social and digital marketing.
GS: LMG launched our e-commerce app and
LMG’s other area of focus this year is
online in June 2018. Having this platform
integrating and supporting Thirsty Camel
in place with coverage of 144 retail outlets
WA members following the formation of a
NLN: How do you see the retail liquor landscape evolving?
nationally has been a great asset for members.
joint venture between LMG and Route 66
GS: My expectation is that sales will hold
An established platform meant that
Liquor (trading as Thirsty Camel WA) in
up through the first half of 2021 financial
November 2019.
year with consumers looking at greater value
LMG already had an active customer base through e-commerce, however it
The agreement provides Thirsty Camel
also delivers the service and performance
WA members access to LMG systems,
Evolving retail trends will be a continuation
expected by customers as demonstrated by
personnel and marketing / category support
of e-commerce, however this will be a
our 4.8 star rating on app review.
while maintaining its own identity and its
complementary sales channel for bricks and
current leadership team of John Sandford
mortar retailing. Local stores that offer good
and Bevan Armstrong.
service are known by their customers and
Performance has been extraordinary with growth in April 2020 +540 per cent compared
over the longer term.
with two months earlier and average basket
Integration has progressed well and both
whose e-commerce platform is designed to
size of $89. Sales through e-commerce are
parties from the joint venture are already
enhance the user experience, are more likely
incremental for our members in terms of
deriving considerable benefits.
to grow sales both at store and online.
32 | National Liquor News
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Banner Groups
Independent Liquor Group Independent Liquor Group prides itself on being a family as much as it is a business. And CEO Paul Esposito tells National Liquor News about some of the support measures that were quickly put in place to help support vulnerable family members during this difficult time. NLN: How has ILG been faring through the pandemic?
reopening. I believe the relevant industry
platforms. This means, they are selling
bodies such as the AHA, Clubs NSW/QLD,
from manufacturer to consumer, bypassing
PE: What a start to 2020. Bushfires, floods,
Restaurant and Caterers Association have
hotels, retailers, clubs, restaurants that have
drought and who could foresee COVID-19?
done an amazing job ensuring members have
built their brands over the years. It’s morally
ILG, like all businesses in hospitality, is
the tools to manage the continuous changes
wrong, however it’s good to see that some
suffering. COVID-19 has been a devastating
in legislation. The amount of enquiries they
suppliers provided some additional activity
blow to the on-premise channel, restaurants,
would have taken during the early stages of
to try and drive foot traffic back into stores.
stadiums, theatres, function centres etc. It’s so
the shutdown would have been challenging
Our members through the cooperative
sad to see that the people who bring so much
for any industry body, and it’s positive to
have supported some of the smaller suppliers
joy to others in frontline hospitality so badly
see they are moving to a proactive approach
with share of voice and share of space. Our
traumatised by shutdown/stand downs.
to assist their membership with reopening.
members are loyal and compassionate to those struggling suppliers.
NLN: What support have you been offering your members?
NLN: Have you had a greater focus on e-commerce through this time?
PE: Our business is built and owned by our
PE: It’s no secret e-commerce has boomed
NLN: What is your main focus for the remainder of 2020?
membership. When the shutdown occurred
during COVID-19. Our members who have
PE: Our main focus is to assist our members
on 23 March, we quickly mobilised the
e-commerce platforms have experienced huge
in getting through this difficult time. We
team to contact those members impacted
growth levels. In saying that, our retail banners
will be supplying our members over the
by the shutdown and offered to take back
have experienced huge growth in foot traffic
coming months with an e-commerce
all unused stock so that we could credit
and revenue during this period. ILG has fast
and d-commerce platform to give their
their accounts for cash flow purposes.
tracked our e-commerce platform and we are
business longevity.
To take further pressure off, we offered
currently rolling out the launch in the Eastern
to pause their accounts until they are up
Seaboard over the coming month.
and running again. The team are working
It’s going to be a very difficult time for on-premise and unfortunately, it’s looking like some of our members won’t make it. As a community, we need to give these
implemented in-store signage limiting the
NLN: Is there anything that suppliers could be doing to better support retailers through the pandemic? Or vice versa?
amount of individual purchases.
PE: Interesting, topical question. There’s been
guidelines at >50 per cent capacity to make
together with owners and operators to restart their businesses. In consultation with our members early in the piece, we
members opportunities to survive. Let’s hope the State Government has faith in the hospitality industry to operate safely within
so much support from some suppliers such as
it viable to open. It needs to happen as soon
NLN: Have you been happy with the support offered by the Government?
Lion and Coopers who were quick to return
as possible, as the longer it takes, the less
kegs and credit members to free up some
chance of survival for some of our members.
PE: How can you plan for something
much needed cash. Some smaller suppliers
During this time, there are winners and
like this? It’s been a fine balance between
have also assisted ILG with providing
losers. I think once we get over the shock and
health and economics and I believe the
extended credit on some on-premise lines.
we’ve had the chance to scrutinise the ‘fine
Government has navigated this maze well.
It would assist the industry if some of the
print’ in contracts, the industry will really
For many in our industry, JobKeeper has
larger suppliers would offer the same support.
understand the opportunistic behaviour
been a blessing. It has allowed owners
On the flip side, I find it disappointing
by some institutions and will be grateful to
and operators to continue to employ their
that some manufacturers took advantage
those who have supported them through
staff, and will allow some reprieve when
of COVID-19 to amplify their online
COVID-19.
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June 2020 | 33
Banner Groups
Liquor Legends Liquor Legends Managing Director, John Carmody, tells us about the success and evolution of the group’s new e-commerce platform. NLN: It’s been a challenging start to 2020 to say the least. How has Liquor Legends been faring?
industry leading website. This was fast-
Program and now our e-commerce platform
tracked and something that we have been
is delivering results for our members.
working tirelessly in the background to
We will continue knocking on doors
JC: We are extremely proud of the work
improve and update as we go. Beyond this,
bringing venues on board Liquor Legends
we have completed to ensure that our
additional support in the social space, digital
thanks to our progressive approach to
venues can trade to the best of their ability
assets, posting programs and supporting
business as well as the expansive and
through the first half of 2020. This has
copy as well as free of charge design work to
unique capabilities we can offer venues to
meant fast tracking many plans we had in
assist our members in any way possible. We
perform at their best.
the pipeline, alongside some outstanding
have been keeping members up to date with
efforts with the outlets and our team. It has
any Government detail, working with them
been extremely tough with almost all our
to ensure they are able to obtain JobKeeper
NLN: And how is your Rewards program going?
outlets affected by the closure of pubs and
payments as well as organising personal
JC: Over the last couple of months, the
clubs. It is incredible the negative impact
protection equipment.
connection to the Rewards membership
this pandemic has had on our customers personally and professionally.
The support comes in many ways from
database has become even stronger through
our team:
our communication and offers and has no
We have seen the impact the closure of
• Our Operations team has been very
doubt contributed to the sales results we
pubs and clubs has had on retail liquor as
productive, setting up new stores, calling
consumers transitioned from on-premise
outlets daily and supporting our members
to retail. We have adapted to the evolving
to grow their gross profit dollars.
have seen. Our Rewards program continues to grow through the incredible effort that
market and taken necessary precautions
• O ur Liquid Stock Control team has
our team puts in every day to recruit new
to ensure we are consistently operating in
been working around the clock adapting
shoppers to Liquor Legends. Our Rewards
the safest way possible. The environment
to the increased demand for software
shoppers love what we have to offer and
has forced us to fast track our e-commerce
and hardware support. They have been
continue to account for higher percentages
platform and accelerate the launch to
invaluable setting up and deploying our
of our transactions and sales mix. We are
accommodate the changed consumer
e-commerce platform.
working on some great new ideas to reward
demand and shopping behaviours. We
• O ur Liquid Bookkeeping team has
our best Rewards shoppers and with our
have been monitoring our results daily,
been very busy providing critical
new website we will be able to amplify the
planning and reacting to sporadic market
financial reporting.
Rewards program in an omni-channel (in-
trends as well as optimising our programs
store and online) approach to ensure we can serve Legendary Deals to our shoppers at
substantially increased on all fronts and I
NLN: How many stores do you have now? Do you have any plans for expansion?
can guarantee you, there are no signs of
JC: We have 327 venues currently and
10,000 new members a month. I expect this
slowing down.
we have grand plans for expansion with
number to grow substantially with our
to ensure we maintain relevance in the way we go to market. Our workload has
any stage in their shopping journey. Our Rewards program is growing at over
We have a mammoth task in front of us
opportunities in Western Australia and
online platform and am about to press the
supporting pubs and clubs in our group as
Tasmania. We have been extremely
green button on an extensive d-commerce
they reopen.
fortunate to have a large number of new
strategy. This will connect the dots online
venues join us in the last couple of months
to offline and ensure we are consistently
NLN: What support have you been offering your members?
growing our group volume by 24 per cent.
speaking and maintaining relevance with
The point of difference Liquor Legends
our customers at all stages of the customer
JC: The big one here is the launch of our
offers through our Rewards and Loyalty
life cycle.
34 | National Liquor News
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Banner Groups
Independent Liquor Retailers We chat with Corey Leeson, General Manager of Independent Liquor Retailers, to find out how the group has been tracking through the pandemic, and get an update on its national expansion.
NLN: It’s been a challenging start to 2020. What support have you been offering your members?
restrictions start to ease, if people don’t second outbreak and everything will have
NLN: How is ILR’s expansion tracking?
CL: Most of our focus has been on
to close down again. This will have long-
CL: Queensland has been a tough
ensuring they have one source of truth
term financial impacts on businesses
nut to crack but we have certainly
regarding information. With so much early
and some will not be able to reopen. Our
found our niche. We only have six
miscommunication, we made a concerted
industry provides so much employment to
Liquor & Co venues but have 49
effort to gather information in one place,
communities and not to mention the tax
countrywide liquor venues.
vet that information and provide the correct
benefits for the government. The flow on
Our total membership is up to
information for each state and territory. We
effects will be felt for a long time and will
57 and turning over $14.6 million in
also ensured our field team were across what
reshape our industry forever.
sales. Obviously things have slowed
adhere to the rules then there may be a
services and government incentives were available to members and how to access them to help members if needed.
since the coronavirus pandemic and
NLN: Are there any positives to come out of the current situation?
we will review how we can build on this when things return to normal.
Our next phase is our plan to provide
CL: It has certainly kicked us into gear about
a ‘Fast Start’ package to our on-premise
accelerating our digital plans including
adjusted to new ways of doing business and
members. This means providing them free
online retailing and customised digital
supported each other along the way.
stock to help them turn into quick profit or
marketing. Additionally, we have seen
reward returning patronage. Other things
new faces coming into our venues and
we have done are providing support for
hopefully they will continue to support local
NLN: What is your main focus at the moment?
those doing online ordering, providing
independent businesses.
CL: ILR’s main focus is to provide
how-to guides for Facebook advertising and
There seems like a shift to the convenience
ongoing support to our members, have
channel with locals supporting locals. This is
a plan to help those that need support
the area we play in and certainly hope this
when recommencing trading, and
NLN: What are your biggest concerns in the current trading environment?
local support continues.
continue to look at ways to make members
CL: The biggest concern is that once
and members have all innovated and
setting up Facebook business pages.
It has also been good to see how suppliers
more profitable. ‘Double D’ – Data and Digital – is the mantra to ensure our long-term success. We need to continue to develop our data capabilities and analyse the data to make better decisions and embrace digital. And transform our marketing to tailor to our members and consumers needs. I’d also like to take this opportunity to say thanks to all the people who have been on the front line of this pandemic. From our bottle shop retailers and support staff to all the doctors and nurses. It has been great seeing people working together to fight this thing and to finally see some light on the other side.
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June 2020 | 35
The Brew Review With autumn in full swing, our tasting panel sat down to try some amazing beers and ciders.
The Panel
Michael Capaldo Sales Rep, Hops Products Australia
Liam Pereira Charlie Whitting
Venue and Events Manager, Batch Brewing Co
Former Editor, Beer & Brewer
Rosemary Lilburne-Fini Guy Southern
Craft Beer & Cider Specialist, Camperdown Cellars
Contributor, Crafty Pint
Josh Quantrill Neal Cameron
NSW Sales Manager, Capital Brewing Co.
Technical Director, Brewtique
Judd Owen Jamie Webb-Smith
Contributor, Crafty Pint
Brewer, Yulli’s Brews
Aaron Edwards Benji Bowman
Owner, Bitter Phew
Sales Rep, Capital Brewing Co
Keith Grice
O AS N
A
L
Justin Fox
SE
Head Brewer, Hunter Beer Co
Head of Sales, Bintani
FO
36 | National Liquor News
CUS
What’s our Seasonal Focus? This issue, we’re taking a look at those darker beers, the porters and stouts
Beer Tasting
Mountain Goat Rare Breed Berliner Weisse Style: Berliner weisse ABV: 6.5% The mesmerizing, tantalising experience of this beer starts from the incredible label and works its way into the drinkers brain from the first smell, when oddly sweet and sour aromas intrigue the drinker. Once the beer hits the palate it’s a wild rollercoaster of complex coconut, acidic pineapple and luscious creativity that all blend into one very handsome beer. This beer would go great with some Hawaiian chicken kebabs with sweet and sour sauce.
Blackman’s Reginald IPA
Frenchie’s Fresh Harvest
Dainton Violet Crumble
Devil’s Elbow Black Horn
Style: West coast IPA ABV: 6.4%
Style: DDH IPA ABV: 6.5%
Style: Stout ABV: 7.5%
Style: Dark ale ABV: 4.8%
This beer is a rich, deep golden colour and offers a clean white head. The aroma is subtly sweet, bringing tropical and grapefruit notes to the nose. Those fruity notes come strong and overt then onto the palate, balanced out by a fantastic bitterness which lingers long after the swallow to leave a dry aftertaste and encourage another swig. A dry and refreshing beer with a lovely, clean mouthfeel.
This fresh-hopped IPA is the colour of pale straw and crystal clear. The nose is dominated by the bright – almost pungent – scent of green hops, with notes of grass, mixed herbs – think parsley and coriander – and hints of spiciness from fresh pink peppercorns and pine thrown in for good measure. This resinous beer coats the tongue and teeth with a silky oiliness and the light fizz on the palate dissipates into tongueclicking bitterness.
Blackmansbrewery.
Frenchiesbistroand
This beer has a deep, red ruby hue, topped with an off-cream coloured head. The nose is full of nutty and bready notes from the malt. Take a sip and those nutty flavours develop, with hazelnut to the fore, supported by red fruit and raisins. All of this combines to create a more maltforward beer that has a bit of bitterness to help level things out. The palate and mouth are delightfully coated and covered, while the body is lighter than expected.
com.au
brewery.com.au
A rich black and viscous pour, with an immediate aromatic assault of chocolate, earthy honey and roasted barley. The chocolate sits forward of the honeycomb in intensity, amongst a strong sweet malt backbone full of caramels, biscuit and roast notes. A lingering chocolate dabbled with a gentle alcohol warmth remains late and a building residual bitterness pulls you back in for another sip. A classic flavour combination is deliciously executed, right at the perfect time of year.
Devilselbow.com.au
Dainton.beer
Goatbeer.com.au
Quiet Deeds Double Time DDH Pale Ale
Beerfarm Asam Boi Gose
Pinnacle Drinks Culture House
Style: Pale ale ABV: 4.6%
Style: Fruit Gose ABV: 4.5%
Style: Berliner weisse ABV: 3.5%
This is a bright, punchy pale ale with plenty of late hopping to enjoy. The beer has a lovely pale straw haze. Hops leap forth on the nose, strong stone fruit and citrus at the start and then dank resins and pineapple as the beer starts to warm. The taste is similarly hopforward. There are hop oils aplenty on the palate and throughout the mouth, with passionfruit and pine shining through. The body is light, with medium bitterness and minimal malt. Well executed.
Pale gold in colour, unfiltered with a medium haze and very low head retention. Slight sourness on the nose with a clean salt character of low intensity that adds a clean freshness to the beer. A pleasant plum note follows, along with a mild saltiness and bready malt character. The acidity lingers with a sherbet-like fizz that still allows the other flavours to come though. The salinity of the beer leaves a mouth-watering finish. A very enjoyable Gose.
The overriding profile of this pinkish, peachcoloured beer is sharpness, but there is some lovely sweetness there as well for balance. It has a clean, white head and lots of light red fruit on the nose – think passionfruit, orange and guava. The juiciness and fruit punch profile on the palate is great, nicely backing up slightly sharp but not overly sour flavour. The mouthfeel is great – clean and crisp with some fantastic carbonation that makes this a really good palate cleanser.
Deedsbrewing.com.au
Beerfarm.com.au
Pinnacledrinks.com.au
Dainton Cherrywood Style: Porter ABV: 8.8% Straight up, this is a beer to be savoured. Undisputedly the hallmark of Dainton’s intense catalogue, this beer will soothe even the savage beast. There is delicate and luscious chocolate, a smooth waft of cigar smoke, raisins, toffee, cherries, dates, caramel and more for an abundance of flavour. The magic is in the balance of the elements, matched with a soft rye malt spice and bitterness. This beer consistently delivers and should be enjoyed as frequently as your ability to locate it allows. Dainton.beer
Nomad Berry Sour IPA Style: Sour IPA ABV: 5% Pale copper in colour, with a slight pink hue, that is very hazy with a light off white head that dissipates quickly. The nose delivers a piney and grassy hop, followed by some medium aromas of winter berries. The taste delivers some sharp acidity with some citrus notes, followed by berries that are cut by a very high backend hop bitterness. Finishing with a custard like creaminess. Medium in body with a long lasting lingering bitterness on the finish. Nomadbrewingco.com.au
As published in Beer and Brewer Winter 2020
June 2020 | 37
Wine Tasting Review
Captivating Cabernet
The National Liquor News tasting panel sipped and swirled their way through a selection of Cabernet Sauvignon and Cabernet blends this month. Here are their highest scoring wines across three price brackets. ➤
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Panels Picks
C hristine Ricketts, Wine Educator, The Wine Quarter ndrew Graham, A Online Communications Manager, The Wine Collective A ndrew Stubbs, Manager, Vine Wine S abine Duval, Senior Wine Buyer, The Wine Collective B ryn Lucas, Purchasing Manager – Wine & Tobacco, Heinemann Australia Michael Park, Wine Merchant, Dan Murphy’s Kingsford S alvatore Margiotta, State Sales Manager, NSW & ACT, Delegat Limited A ndy Dean, Co-founder, The Tasting Glass om Czerski, Purchasing T Manager, NSW Golf Club my Hayes, Freelance A Wine Writer A ndy Young, Editor, The Shout & Bars and Clubs Craig Hawtin-Butcher, Marketing Manager, Food and Beverage Media D eb Jackson, Editor, National Liquor News
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
38 | National Liquor News
Taylors The
Ringbolt Cabernet
Shingleback
Visionary Cabernet
Sauvignon
Davey Estate
Sauvignon Region: Clare Valley
Region: Margaret River
Reserve Cabernet
VIN: 2018 LUC: $18.71
Sauvignon
Distributed by: Samuel
Region: McLaren Vale
Distributed by:
Smith & Son
VIN: 2018 LUC: $15.05
Taylors Wines
“Varietally typical and very enjoyable with aromas of cassis and gentle eucalyptus supported by juicy tannins.” – Bryn Lucas
VIN: 2014 LUC: $107.50
“Rich, generously layered yet elegant and really shows the promise of cellaring for a while longer.” – Christine Ricketts
Distributed by: David Muster (SA); Shingleback (Nationally)
“Opaque ruby. Quite closed nose – violets, liquorice, blackberry, promising. Medium to full body, the palate is initially subtle – some sweet black fruit with deftly applied oak, mouth coating tannins and balanced acidity. Needs time.” – Salvatore Matgiotta
Wine Tasting Review
LUC $20 and over Shingleback D Block
Voyager Estate 2015
Reserve Cabernet
Cabernet Sauvignon
Sauvignon Region: McLaren Vale VIN: 2016 LUC: $36.55 Distributed by: David Muster (SA); Shingleback (Nationally)
“Nice eucalypt on the nose, a lovely wine showing some complexity on the palate. Mouthfeel is generous and not at all hollow. Well made.” – Sabine Duval
Region: Margaret River VIN: 2015 LUC: $54.83 Distributed by: Deja vu Wine Co (NSW/ACT/QLD); Bibendum Wine Co (VIC/TAS); Liquid Library (WA); Chace Agencies (SA)
“Very bright and youthful on appearance when looking at age. Starting to gain some secondary and tertiary characters. Nice spice and sweetness on palate. Finishes sweet, consumer friendly. – Sabine Duval
Leconfield Cabernet
The Château 50 Year
Sauvignon
Old Vine Cabernet
Region: Coonawarra VIN: 2018 LUC: $23.44 Distributed by: Leconfield Wines
“True to style. Well-structured with elegant fruit. Well-balanced acidity and tannins. Spice in the mid palate. Nice blackcurrant black cassis flavour. Chalky tannins.” – Tom Czerski
Sauvignon
“The wines were all a good reflection of their region of origin and it was a pleasant reminder of how Australia is able to produce one of the world’s most diverse range of styles of Cabernet.” Bryn Lucas Purchasing Manager – Wine & Tobacco, Heinemann Australia
Region: Barossa Valley VIN: 2017 LUC: $45.85 Distributed by: Château Tanunda
“Age showing some browning on the appearance, lovely integrated oak and tertiary leather notes coming through too. Not much fruit on nose, palate shows medium body, lovely mouthfeel.” – Sabine Duval
Food Pairing ➤
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Brookland Valley
d’Arenberg The
Reserve Cabernet
Galvo Garage
Sauvignon Region: Margaret River VIN: 2017 LUC: $48.13 Distributed by: Accolade Wines
“Gorgeous deep and mysterious ruby colour, with cassis on the nose. It is so dark fruit driven, and then develops oak characteristics of cedar and worn leather. Tannins in lovely balance with its acidity and even a hint of sweetness.” – Andy Dean
Region: McLaren Vale VIN: 2015 LUC: $21.93 Distributed by: Off The Vine (WA); Empire Liquor (SA); Young & Rashleigh (ACT); The Wine Company (VIC); The Wine Tradition (QLD); Young & Rashleigh (NSW)
“Mouth filling yet elegant with a gradual build up of flavours on the long finish, needs time.” – Christine Ricketts
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“ A nice glass of Cabernet Sauvignon and a good beef burger is always a fun, indulgent combination.” – Bryn Lucas “ Grilled steak, chips, salad. Not fancy, just perfect.” – Michael Park “ Slow cooked lamb shanks with rosemary.” – Tom Czerski “ My favourite would be beef lasagne – just make sure there’s a proper splash of Cabernet in the mince too.” – Andy Dean “ These wines offer a great opportunity to continue past the main course and offer a great match for dark chocolate style desserts.” – Amy Hayes
June 2020 | 39
Wine Tasting Review
LUC $16 - $20 Calabria Three
De Bortoli The Estate
Bridges Cabernet
Vineyard Cabernet
Sauvignon
“The wines with age showed great integration of flavour. Significant difference with a wine under cork as it is developing beautifully.”
Region: Barossa Valley VIN: 2018 LUC: $16.13 Distributed by: Calabria Family Winemakers
“Enticing nose with blackcurrant, slightly tobacco notes with spice. Ripe blackcurrant flavour with tobacco coming through with vanilla. Full mouthfeel.” – Andy Young
Sauvignon Region: Yarra Valley VIN: 2014 LUC: $19.84 Distributed by: De Bortoli
“Bright, engaging wine. Leafy aromas with hints of oak and berry. Nice, mid-weight palate, pepper and spice alongside sweet fruit and fine tannin.” – Andy Young
Sabine Duval Senior Wine Buyer, The Wine Collective
Brockenchack Miss
Wirra Wirra Church
Bronte Cabernet
Block Cabernet
Sauvignon
Sauvignon Shiraz
Region: Eden Valley VIN: 2017 LUC: $19.74 Distributed by: Brockenchack Wines
Editor’s Picks ➤
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3 Singlefile Single 9 Vineyard Cabernet Sauvignon 2018, Frankland River, LUC $25.55 (Domaine Wine Shippers) 7 Brockenchack Miss 8 Bronte Cabernet Sauvignon 2017, Eden Valley, LUC $19.74 (Brockenchack Wines) 9 De Bortoli Woodfired 8 Heathcote Cabernet Sauvignon 2018, Heathcote, LUC $15.66 (De Bortoli) 2 Rob Dolan Signature 9 Series Cabernet Sauvignon 2016, Yarra Valley, LUC $$48 (Nelson Wine Company (VIC/QLD/ SA); Winestock Fine Wines (NSW); Thomas Chin (NT)
40 | National Liquor News
“Dark inviting colour, elegant dark fruit and a touch of eucalyptus. Graceful oak touches round out the wine with a medium finish.” – Andy Young
Merlot Region: McLaren Vale VIN: 2018 LUC: $16.99 Distributed by: Samuel Smith & Son
“Lovely perfumed nose with blackcurrant and spice, bright vibrant palate with lots of lively fruit backed with charred elements. Nice approachable style that’s very easy to enjoy.” – Michael Park
Trentham Estate
Taylor Made
Reserve Cabernet
BDX
Sauvignon Region: Coonawarra VIN: 2018 LUC: $17.85 Distributed by: Bacchus Wine Merchants (VIC/NSW); TBW Wines (QLD); Empire Liquor (SA); Dave Mullen Wine Agency (WA)
“Silky, juicy Cabernet with very well presented varietal fruit flavour.” - Michael Park
Region: Clare Valley VIN: 2018 LUC: $18.28 Distributed by: Taylors Wines
“A more complex style with dark berry aromas being supported by notes of cedar and worn leather. Well structured with good length.” – Bryn Lucas
Wine Tasting Review
LUC under $16 Tamburlaine
Bleasdale Mulberry
Organic Cabernet
Tree Cabernet
Sauvignon
Sauvignon
Cabernet Sauvignon facts
Region: Orange VIN: 2017 LUC: $11.35 Distributed by: Tamburlaine Organic Wines
Region: Langhorne Creek VIN: 2018 LUC: $13.98 Distributed by: Negociants Australia
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“Intense but pretty flavours, very grippy tannin at the moment but the fruit is pronounced and generous and worthy of time in the cellar.” – Michael Park
“Ripe tannin, supports a very stylish bell curve of building flavour before melting away over a very long finish. Very well made and modern Cabernet.” – Michael Park
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Red Knot by
Richard Hamilton
Shingleback
Hut Block Cabernet
Cabernet Sauvignon
Sauvignon
Region: McLaren Vale VIN: 2018 LUC: $10.21 Distributed by: David Muster (SA); Shingleback (Nationally)
“Structured now but the fruit is dark and luscious – will open out and show well with short term aging.” – Michael Park
Region: McLaren Vale VIN: 2017 LUC: $13.98 Distributed by: Leconfield Wines
Angullong Cabernet
Peak Cabernet
Sauvignon
Sauvignon
“A bright, medium-bodied wine with leafy, dark fruit nose and a well-balanced palate, sweet finish, nice tannin structure, a good wine.” – Andy Young
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I t is a variety that can age gracefully for decades. P enfolds Block 42 vineyard in the Barossa was planted in 1885 and is thought to be the oldest surviving Cabernet Sauvignon vineyard in Australia. Originating in the Gironde in south west France, Cabernet Sauvignon is a cross between Cabernet Franc and Sauvignon Blanc. Source: Wine Australia
“Fresh black fruits up front moving into chocolate mocha flavours. Black pepper. Easy drinking. Short term cellaring. Will get better with age but is drinking beautifully now.” – Tom Czerski
De Bortoli Windy
Region: Yarra Valley VIN: 2014 LUC: $10.90 Distributed by: De Bortoli
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C oonawarra and Margaret River are globally regarded as premier Cabernet Sauvignon producing regions.
Region: Orange VIN: 2016 LUC: $12.90 Distributed by: Fisher Fine Wines
“As fresh and as bright as the nose promises. Sappy and very likeable red fruity juice, builds across the palate nicely. Very young and a little coarse round the edges.” – Michael Park
“Across the bracket, structure and acidity all in balance with flavour intensity, in the main these wines are drinking well now on release. No green, unripe wines, no mint or eucalyptus... simply, modern stylish Cabernets.” Michael Park Wine Merchant, Dan Murphy’s Kingsford
June 2020 | 41
Retailer Profile
Finding opportunity in times of crisis We chat with Paul Ververis, Owner of craft beer retailer Liquor Emporium, who has been finding new opportunities to boost customer numbers during the pandemic. Craft beer specialist Liquor Emporium has been going from strength to strength through the pandemic, using strategic partnerships and targeted promotions to boost its customer database and deliver continued growth. Liquor Emporium has four retail outlets across Sydney in
but you can still get dressed up at home and drink the same as you would at the races.
Alexandria, St Peters, Hurlstone Park and Belmont. And the business
This was an exclusive partnership and it was really cool to do,
also has a wholesale distribution arm, S&P Liquor Group, which
there were a lot of famous people that we were delivering to. We
services restaurants, pubs, clubs and bottle shops.
gained 405 new customers over a 10-day period through those
We caught up with Owner, Paul Ververis to find out how business has been faring through the pandemic.
promotions so it was absolutely phenomenal. We’ve checked and 14 per cent reordered within 10 days so that just means that our service was good, the product was right and the price was right. A
NLN: How has COVID-19 impacted your business?
lot of them were interstate customers too, so new markets for us.
PV: We’re ok, we’ll come out of it but unfortunately I think many won’t. It’s a bit alarming. You want to do well in this industry and you want to beat your competitors but you don’t want to beat them like this.
NLN: Have you seen a big increase in interstate purchases? And have your in-store customer numbers dropped? PV: We’ve always delivered Australia-wide but we haven’t been proactive
NLN: Have you made any changes to the way your business operates?
with it. But due to the pandemic we have ramped it up and it’s just gone
PV: We’ve been doing this for 18 years and traditionally our stores
39 staff and we’ve kept everyone – and that’s across the different parts
have been in consistent growth. Our business has organically evolved
of our business, so distribution, wholesale, transport etc.
because we’ve got a lot of different moving parts. In the pandemic online has been the big thing for us, so we’ve been really pushing that and we’ve partnered with a couple of wineries and distilleries to do some promotions.
out of control basically, and it’s keeping our team employed. We’ve got
And we’ve been trying to partner with celebrities and events and getting their databases to boost our numbers online. But shops like ours, people want to be in. Because there’s something different and we’re very unique.
We did one Bloke in a Bar promo, which is a football player who
Our store numbers have actually increased considerably. Our St
has his own beer, so we partnered with him and we sell his beer
Peters and Alexandria stores are heavily focused on craft. We’ve actually
now nationally online. And by doing that we have sold something
got a craft beer division club happening and there’s a couple of hundred
like 200 cartons of beer in five days online, it’s been phenomenal.
of members there. So every time there is something new, we post about
Then we partnered with the Australian Turf Club (ATC) via
it and they come in. There are certain new releases that we don’t sell
Moët & Chandon. We did a deal with all of their members, so it
online because we still want people to come in-store so we can side sell or
was basically saying that you may not be able to go to the races
upsell, so it’s still very important for customers to walk into our outlets.
42 | National Liquor News
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