AUSTRALIA’S LEADING LIQUOR INDUSTRY MAGAZINE
vol. 40 no. 4 - May 2021
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Editor’s note
Editor’s note Welcome to the May issue of National Liquor News. We’re five months in already and the industry is as busy as ever, catching up on lost time from 2020 as winter approaches in earnest.
with Philip Gray of Bespoke Wines and Spirits in Melbourne. exploration of important complementing categories in the market right now – premium mixers and
been able to bring our events pages back again
Australian spirits. Dan Hughes looks into both topics
(albeit in a small capacity this issue), for the first
and uncovers the areas of opportunity for retailers. We also have the results from our huge Cabernet
The month ahead looks to be another vibrant one
Sauvignon tasting, alongside some interesting
in this regard, especially with the Retail Drinks Liquor
insights from the teams at Liquor Marketing Group
Retail Summit taking place on May 19. The virtual
and Treasury Wine Estates, who join us for Shop
event has a jam-packed schedule which will provide
Talk to describe how they collaborated with a bottle
valuable insights to the off-premise industry, and is
of Wynns Coonawarra Estate Cabernet Sauvignon.
followed by the Retail Drinks Industry Awards that
As usual, we round out this issue with the
same evening. We’re looking forward to celebrating
latest news, insights and analysis, including
the best of the industry on this day, whether that be
that of our regular contributors Retail Drinks
ideas and insights, or the incredible people themselves.
Australia, Alcohol Beverages Australia, BrightSide,
There’s more info about the Summit on page 21.
IRI, Independent Brewers Association, eLease
This issue celebrates some other great stories
Lawyers, Strikeforce, Snooper and Wine Australia.
from across the Australian industry too. First, there’s the story of legendary no alcohol spirit brand
Cheers,
Lyre’s, and how it went from a Sydney startup to a
Brydie
Then we have the story of Woodend Wine Store
Brydie Allen, Editor
and its founder Caz Bailey, followed by an interview
02 8586 6156
Top Reads
Correction In the April issue of National Liquor News, the LUC prices were incorrect for two of the wines in our Wine Tasting Review of Pinot Noir. We apologise for any inconvenience caused by this. The correct prices are printed below.
➤
8 A true taste of luxury
➤
42 The Aussie spirit
Page 47 – De Bortoli Lusatia Park Pinot Noir – LUC $77.40 Page 49 – De Bortoli The Estate Vineyard Pinot Noir – LUC $19.84
➤
21 Retail Drinks Liquor Retail Summit preview
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4 | National Liquor News
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For more information contact Pernod Ricard Winemakers on 08 8131 2548
Contents May 2021
Regulars
Wine
9 News: The latest liquor
26 Wine Australia: COVID-19
industry news for retailers
affects sales performance
around Australia
by channel
11 Events: An exclusive peek
50 Wine Tasting Review:
at the industry events of the past month
Cabernet Sauvignon 54 Shop Talk: Liquor
12 Marketplace: Brand news
Marketing Group and
and promotions 20 Retailer Profile: Woodend Wine Store 22 Alcohol Beverages Australia: Always check the fine print 25 IRI: The first Australian
Treasury Wine Estates
Spirits 8 Cover Story: A true taste of luxury 16 Industry Profile: Lyre’s 42 Australian Spirits: Local lovers
summer of hard seltzer 28
Retailer Profile: Bespoke Wines and Spirits
29 Retail Drinks: A key
Beer 34 Independent Brewers
leadership role in the online
Association: Contributing
alcohol delivery sector
$1.93 billion to the national economy
Retail Focused 21 Liquor Retail Summit: A jam-packed schedule 24 Recruitment: Bringing your A game to the interview process 30 Strikeforce: A varied approach is needed 32 Snooper: Easter 2021 36 Leasing: When can a landlord evict a tenant? 38 Premium Mixers: Mixing with the best
6 | National Liquor News
48 The Brew Review
THE COCKTAIL GIN PLEASE COCKTAIL RESPONSIBLY FORDS LONDON DRY GIN, 45% ALC/VOL. THE FORDS GIN CO., LOUISVILLE, KY. FORDS GIN IS A REGISTERED TRADEMARK. ©THE 86 COMPANY. ALL RIGHTS RESERVED.
Cover Story
A true taste of luxury Glenfiddich is reimagining celebrations and challenging conventions through the release of Grand Cru. Boundary pushing William Grant & Sons brand
Glenfiddich style, we’ve continued to experiment and
Glenfiddich, the world’s most awarded single malt
push the boundaries for whisky to create exciting new
Scotch whisky, is no stranger to pushing the limits
flavours,” he said.
of creativity and craftsmanship in its products. Now,
“We experimented to find the optimal maturation
the distiller has unveiled its latest creation Grand
and finishing times and hand-selected the right balance
Cru, a whisky that aims to redefine moments of
of 23-year-old Glenfiddich casks out of our unique
celebration through a new, luxurious, premium
collection of old age malts. Marrying the best of both
drinking experience.
worlds, the final liquid is exquisite and a special tribute
The exclusive new expression has been matured for
to each cuvée cask the malts were finished in.”
23 years and finished in rare French cuvée oak casks,
The layered whisky gives a range of aromas on
elegantly fusing the fine flavours of Scotland and France
the nose, from apple blossom to candied lemon and
to create a daring and unexpected taste of luxury.
fresh baked bread. The palate features a harmony of
Grand Cru encapsulates the craftsmanship that
rich vanilla, sweet brioche, sandalwood, pear sorbet
Glenfiddich is renowned for and has utilised the art
and white grape, moving to a long, opulent finish.
of experimentation to become a whisky for the non-
Glenfiddich notes such characteristics as perfect for
conformists. The liquid is remarkably rich, intense
sharing during moments of celebration to create
in flavour yet finely finessed with the influence of
unforgettable experiences.
American and European oak cask as well as the finishing French cuvée casks. Ross Blainey, Glenfiddich Brand Ambassador, said the new release is unlike anything on the market.
The sleek black bottle too was designed to emanate the spirit of celebration, encouraging consumers to rethink how they mark special occasions, and trade up to the authentic luxury they deserve.
“Glenfiddich is renowned worldwide for its
Available now from William Grant & Sons,
mastery and innovation, so we’re excited to bring
Glenfiddich Grand Cru is sold in 700ml bottles at 40
that to Australia once more with Grand Cru. In true
per cent ABV and an RRP of $395.
8 | National Liquor News
■
“In true Glenfiddich style, we’ve continued to experiment and push the boundaries for whisky to create exciting new flavours.” Ross Blainey Brand Ambassador Glenfiddich
News
News The latest liquor industry
For retailers around the country
New app to reward shoppers for choosing ‘greener’ companies Australian startup company Greener is aiming to boost the sustainable economy, announcing an app that rewards a shopper for choosing ‘greener’ companies which are recognised to be sustainable through independent accreditations. The app will seamlessly review a person’s spend and track their
Retail Drinks enhances mental health resources Retail Drinks has announced a new partnership with
success in choosing to buy from companies that are more sustainable.
workplace wellbeing company Luemo, which will expand
Participating retailers would pay a small commission for new
the existing service offering for members through
customers that Greener brings them, which Greener then reinvests to
enhanced mental health resources.
remove emissions associated with purchases. “Our whole purpose is to ensure every dollar spent repairs the
The partnership aligns with a commitment to the expansion of member services, which was recently
planet. People want to be greener but don’t know where to start. So
identified in the Retail Drinks new three year strategic
Greener makes it easy to understand their impact on the planet and
plan. CEO Michael Waters said the enhancement of
then make sure it is a positive one. We guide people to genuine green
existing wellbeing tools was an important part of this
businesses for everything they buy and remove the emissions of their
expansion plan, particularly after the events of 2020,
purchase - all at no cost,” explained Co-founder Tom Ferrier.
which saw a steady increase in calls to the Member
“A pilot run of the app has taught us that the mainstream customer
Hotline about mental health and wellbeing matters.
wants the feel-good factor of being green, without having to pay for it.
“Whilst recognition of the importance of mental
And genuine green businesses want to attract this kind of customer, at
health and wellbeing in the workplace has no doubt
lower cost.”
come leaps and bounds over the past few years,
It’s still early days for the app, but already Greener has noted at
we still think that there is room for improvement,
least 50 retail partners will come on board in the coming two months,
particularly in the retail liquor sector and we want
including BWS. The next generation of the app is due to be released
our members to know that we are here to service and
to the first group of early adopters in this time frame too.
support them,” Waters said.
For the liquor retail sector in particular, Greener has noted great
“We hope that through this partnership we will be
potential. In demonstrated real-world outcomes of the pilot program, the
able to inspire changes across the industry leading to
company said it brought green bottleshops seven per cent of customers
better mental health outcomes across the board.”
from non-green competitors, spending on average $43 per week.
Retail Drinks members can now access a range of Luemo’s resources for free through the new partnership. Such resources support awareness and education around workplace wellbeing, and members can also subscribe to the Luemo portal to share them with their whole workforce. Waters encouraged all members, regardless of their circumstances, to take advantage of the partnership and what it can offer. This will also be showcased at the upcoming Retail Drinks Liquor Retail Summit next month, where Luemo has been invited to deliver a keynote presentation. May 2021 | 9
News
The Glen Grant celebrates Master Distiller’s 60 year career Top Newsletter reads
The Glen Grant is celebrating the 60-year career of Master Distiller, Dennis Malcolm, with a rare release 60 Year Old limited expression, the oldest and first of its kind in the brand’s
➤
181-year history. Malcolm is widely recognised as an icon
C onsumer sentiment at ‘extraordinary’ 11 year high
of Speyside having been born onsite at The ➤
Glen Grant distillery in Rothes in 1946 before joining the workforce at just 15, working as
F renchies Brasserie launches online retail venture
an apprentice cooper alongside his father and grandfather.
➤
Since then Malcolm has worked at The Glenlivet and Chivas Brothers, before re-joining
Julka Villa, Global Managing Director, GSM
The Glen Grant as Master Distiller in 2006
Spirits said: “It’s nearly impossible to measure
after it was purchased by Campari Group. He
the influence Dennis has had on Campari
has been recognised around the world, being
Group and the entire Scotch Whisky industry.
named as an Officer of the Most Excellent
A LM outlines digital transformation
➤
“He’s shown the entire company how
Order of the British Empire, by Queen Elizabeth
a distillery should be run, with incredible
II in 2016. In addition, he is a member of the
attention to his craft, and real caring for all
Whisky Magazine Hall of Fame, received the
those around him. Dressed frequently in his
Whisky Advocate Lifetime Achievement Award,
family tartan kilt, he also shows the world
and was honoured with the International Wine &
the meaning of a true Scotch ambassador,
Spirit Competition’s Outstanding Achievement in
unmatched in his knowledge and unwavering
the Scotch Whisky Industry Award.
in his passion and commitment.”
➤
A TO ‘undertaking a number of activities’ to combat sale of illicit alcohol D an Murphy’s launches new flagship design
Sign up to our fortnightly Newsletter by going to this URL: www.theshout.com.au/ subscribe-to-nln
A renewed push for convenience stores to sell alcohol The new CEO of the Australasian
and a basic range of wines… We’re
Association of Convenience Stores
definitely not looking to sell hard liquor,
(AACS), Theo Foukkare, has said one of his
bottles of spirits, hip flasks of spirits, or any
focuses for this year surrounds the fight for
drinking accessories, and we’re not looking
convenience stores and petrol stations to be
at cartons of beer or cases of wine,”
able to stock packaged alcoholic products.
Foukkare said.
Foukkare said the current legislation
“It would need to be regulated, with the
that doesn’t allow convenience stores to
appropriate display location in-store and
sell alcohol is based on “old and outdated
the appropriate accessibility restrictions in
thinking” and is restricting the opportunity
place – that might mean behind the counter,
to abide by the rules, no different to anyone
of small businesses in Australia, especially
or in the closest refrigerator to the console
else selling the product.”
after the hardships of 2020.
or customer service area that is lockable
He also clarified that the AACS stance is
Foukkare said that AACS welcomes an
outside of certain hours – depending on
open discussion on this topic. To find out
not for convenience stores to replicate the
each of the state guidelines. This would
more about this story, head to: https://
range or setup of the off-premise industry.
require a modified liquor license, which
www.theshout.com.au/national-liquor-
ultimately means that not anyone could sell
news/a-renewed-push-for-convenience-
it. All convenience store retailers would need
stores-to-sell-alcohol/
“The range that we would be looking for is simply six packs of beer or premixes 10 | National Liquor News
The latest liquor industry
Bacardi kicks off YCK Laneway Block Party For six weeks over April and May, Sydney will be home to the YCK
Events
Brown-Forman celebrates relaunch of Fords Gin Brown-Forman has finally had the chance to celebrate
Laneway Block Party, a collaboration between 10 small bars in the
its relaunch of Fords Gin in Australia with in-person
York, Clarence and Kent street area of the city, which is designed
events. The company held localised events in cities
to put the precinct on the map. To celebrate the initiative’s launch,
across Australia, including The Barber Shop in Sydney,
Bacardi-Martini Australia hosted a pre-event party across three of the
Alba in Brisbane, Chin Chin in Melbourne and W
precinct’s bars, with its brands Bombay Sapphire and Patrón being
Churchill in Perth.
partners of the Block Party initiative. The launch night kicked off at the Barbershop for some cheese
Guests enjoyed mini Martini stations and a menu of Fords Gin cocktails, designed to show how the brand
and a gin tasting, led by Loy Catada, Bacardi-Martini Australia
performs in classic beverages. The celebration events
Ambassador. Next, the party moved to Stitch Bar for a ‘south of the
were accompanied by masterclasses that explored the
border’ Mexican themed dinner and entertainment with a tequila
versatility of Fords Gin, a key message accompanying
tasting with Patrón Ambassador Joey Chisolm. The night wrapped with
the relaunch and its first ever push from bars into retail.
live music and drinks at The Lobo.
Cerbaco hosts Massenez trade day In its first trade tasting event since the pandemic hit early last year, Cerbaco showcased the full range of Massenez products in its distribution portfolio, including some special new release flavours. The event, held at Sydney’s Ramblin’ Rascal Tavern, was the first of its kind country-wide and will be followed by similar events in other cities, in addition to a range of other events and activations. Attendees had the chance to taste products with Massenez Brand Ambassador Marie Pottier, as well as other French brands of liqueurs, brandies, and absinthe, and also SKUs from South Australian gin distiller Prohibition Liquor. May 2021 | 11
Marketplace Brand news and promotions
Dubliner reveals fresh new look Award-winning Dubliner Whiskey and Dubliner Whiskey & Honeycomb Liqueur have revealed a new visual identity, with a fresh logo and bottle design that celebrates its contemporary audience. The unveiling is highly anticipated in the Australian market, after a successful global launch in the UK and US from the Dublin-based distiller. The new design puts the focus squarely on the brand’s distinct personality and provenance, whilst the simplicity of the new packaging aims to reflect the straight-talking style for which Dubliners are renowned for. This refreshed look will be introduced across
Fords Gin brings its cocktail versatility to retailers
the Dubliner core range that was created at the
Versatile cocktail spirit Fords Gin is being brought to the Australian retail
Dublin Liberties Distillery, and includes the bold
market for the first time, thanks to Brown-Forman. The company acquired
and robust Dubliner Irish Whiskey, a three year old
the distribution of Fords Gin in late 2019, and is now taking the time to
blended whiskey aged in bourbon casks, and the
celebrate the brand further after the pandemic.
Whiskey & Honeycomb Liqueur, which is illustrious
Fords Gin was designed to be the ultimate cocktail gin, and is renowned for its ability to be used in everything from a gin and tonic to a Martini, Negroni, or any other classic or modern gin cocktail.
for its delicious and smooth blend of the whiskey with honeycomb and caramel. “Irish Whiskey is without a doubt one of the most
Brand Manager Richard Dredge said: “You will find Fords Gin on the
dynamic alcoholic categories in the world, however
back bar at some of the world’s best bars. This is due in part to its creation
we believe there’s more growth yet to be unlocked
deriving from collaborations with some pretty influential bartenders and
in Australia by appealing to Gen Z and Millennials,”
owners. It is for this reason it is so highly regarded in the bar scene.
said Nicole Moore, APAC Marketing Manager at
“Fords Gin is now moving from behind the bar into retail for the first time in Australia and we’re expecting the love for this gin to mirror that of the on-premise trade.” With a distinctive mix of nine botanicals, Fords Gin is described as
GAP Drinks, the parent brand of Dubliner. “This refreshed identity for Dubliner comes at the perfect time for this new age of consumers who are looking for delicious and affordable
a perfectly balanced London Dry Gin with the versatility to make any
whiskeys. With its new eye-catching design, the
cocktail “just the little bit better”, according to Dredge.
bottle’s exterior appropriately reflects the quality
For more information, contact your Brown-Forman representative.
of the liquid inside; and will assuredly stand out to consumers at point of sale.”
12 | National Liquor News
Marketplace
Dugite Whiskey turns one Dugite Whiskey this month celebrates a big milestone, marking one year since its launch in May 2020. The whiskey fulfils a goal set by Master Distiller Cameron Syme, to release as Australian whiskey under $100 for an audience which is after a more approachable and affordable whiskey. Crafted at his Porongurup distillery in WA, the end product is a secret blend of single malt and mixed grain whiskies, aged in ex-bourbon American oak barrels for a minimum of three years, and is unique to Syme’s other spirits brands. “I always had a goal of releasing a whisky in the sub-$100 price range. That’s not
Coopers launches Australian IPA Coopers has announced the release
possible to reach sustainably until you have a certain economy of scale. With our
of the Australian IPA, a limited
Tiger Snake distillery in Porongurup, we’ve been able to achieve that,” Syme said.
edition release and the latest in the
“Our production is four times larger than at Limeburners, and we have capacity to
brand’s growing portfolio of craft
more than double that as we grow. We have also focussed on sustainability - we have
beers, which includes the core range
35kw of solar power generation, 2,500 solar hot water system and a number of other
XPA and the limited edition Hazy IPA.
initiatives that permit us to produce sustainably with no damage to the environment,
Dr Tim Cooper, Managing Director
and in a manner that is economically feasible. This will continue to be our focus - to
and Chief Brewer at Coopers, said:
produce a good honest whisky for the everyday Australian.”
“IPAs continue to grow in popularity among craft beer drinkers. Australians are also turning to local brands they know and trust. So while there is a large number of overseas styles in the market, we saw demand for a great tasting IPA with a distinct local touch. “We’re very mindful about when to bring out a new beer and an enormous amount of time goes into getting it right. We’ve come up with a great tasting Australian IPA that will suit any occasion.” At 6.5 per cent ABV and a
Orlando makes a comeback with Pernod Ricard
bitterness level of 40 IBU, the new beer is described as being
The Australian wine legacy of Orlando has been reborn in the Pernod Ricard portfolio,
full flavoured, with a blend of
as the label returns to shelves with two ranges – The Legends and The New Heroes.
Australian exotic hops, citrus notes
Orlando first rose to fame in the 1950s and 1960s, and has since been recognised as
of mandarin and orange, and pine
one of the biggest producers of quality wine in Australia with over 1000 awards since
and passionfruit characteristics.
records began in the 1980s.
The use of local hops provides a
Its return to the market is through the craft of Chief Winemaker Ben Thoman who continues the legacy with iconic names like Steingarten, Jacaranda Ridge and Lawson’s. The Legends range contains five already award-winning wines with cult followings and strong histories, while the New Heroes range features four modern Australian wines with legendary roots, redefined with every vintage. All Orlando wines in both ranges stay true to the legacy of the brand since it’s conception, crafted as explorations of
point of difference to IPAs from the US, despite the similarities that are usually found between Australian and American IPAs. Coopers Australian IPA is available now in four packs and cartons.
different regional terroirs and varietal characteristics. May 2021 | 13
Marketplace
Innovation drives growth for Thirsty Camel Thirsty Camel Victoria is continuing to invest in an innovative
Evolution of the range is just one way that Thirsty Camel
model to deliver profit for its members, a focus which will be
aims to remain flexible as the market continues to change.
key in planning for the new financial year. It will apply to areas
Other ways it will do this in the new financial year include
such as the craft beer program called Crafty Camel which has
a venue improvement fund to benefit members, as well as
delivered +40 per cent in value, the premium spirits program
a new delivery service which launched in December with
called Top Drops which has delivered +52 per cent growth,
great success.
and an overall extended range. Adrian Moelands, General Manager of Thirsty Camel Victoria, said: “Thirsty Camel will continue to evolve our core range and marketing programs to enable our members to win across all segments of the industry. “We believe having a smaller core range surrounded by
“Thirsty Camel has launched our new ASAP Thirsty @ Home delivery platform which is an exciting offer for consumers,” Moelands said. “Thirsty Camel has continued to invest in data and digital platforms to better understand our consumers purchasing habits. In conjunction with our business partner
innovative opt in programs enables our members to have the
On Tap data we have moved our membership to scan
flexibility to drive key brands and partners whilst also working
basket data, enabling us to promote the right products
with local suppliers to ensure we are providing a wide range
at the right time.”
for all consumers.”
Good Drinks brings San Miguel to bottle shops Australia-wide Good Drinks Australia has announced its partnership with one of the world’s oldest breweries, San Miguel from the Philippines. Through the deal, Good Drinks will exclusively distribute the San Miguel core range, which includes the Pale Pilsen, Lower Carb and Red Horse products. Daniel English from Good Drinks said the San Miguel brand is well supported in Australia amongst the Filipino community, but also through the wider Australian population. “We know San Miguel holds a special place for ex-pats who now call Australia home, as well as travellers who enjoyed a few San Miguel beers while roaming throughout south-east Asia,” English said. “There’s strong brand awareness, coupled with positive
the first time it has become widely available in Australia. Additionally, both the original Pale Pilsner and the Low Carb
experiences from beer drinkers here in Australia. I think that gives
beer cater to a wider than ever range of consumers, including
retailers confidence when stocking San Miguel in their fridges
those who are thinking about carbs and calories, which English
and shop floors.”
said will give retailers even greater confidence in the brand.
The three beers in the portfolio are distinctive, and each
“International Premium lagers from Asia are in category
hold exciting qualities for the Australian market. For example,
growth, with consumers keen to recreate their travel memories
San Miguel Red Horse is known as one of the world’s most
from the comfort of their own backyard. The San Miguel brand is
popular high ABV beers (coming in at eight per cent) and has an
well known across the globe, with many Australians enjoying the
international cult following. Good Drinks’ distribution will mark
San Miguel range at the pool or bar across Asia,” English said.
14 | National Liquor News
FRUIT WAS HARMED IN THE MAKING
Take it easy. Drink Responsibly.
Industry Profile
Inside the Lyre’s empire How a non-alcoholic spirit brand out of Sydney exploded on an international scale in under two years. It’s hard to consider the no alcohol
Sydney which stretched across a number
spirit sector without thinking about
of verticals, from branding and creative
Lyre’s Spirit Co. In the space of just a
services to printing and manufacturing,
few years, the brand has taken the world
logistics and fulfilment, and technology
by storm, and today stands as one of the
software and e-commerce.
most successful beverage companies to come from Australia.
Livings said he realised they had a virtual accelerator that had
It’s built this reputation through the
all the components to take an idea,
quickest growth that any local brand has
commercialise it, and launch it to the
ever seen, and it’s not finished yet – even
world. With this realisation, Livings
throughout the pandemic Lyre’s released
said he and Co-founder Carl Hartmann
new products and spread its influence
decided to test a theory.
into new international markets.
“We built a pretty interesting thesis,
How it got to the great heights it
which had a few legs. First was to put
enjoys now is remarkable, and according
a brand in front of a major consumer
to Co-founder and CEO Mark Livings,
trend, and as the trend swells and grows
it shows a real methodology for other
it will carry the brand forward,” Livings
local businesses to do the same.
told National Liquor News. “The second was, when forming
Where it all began
a business, build it like a Silicon
Before co-founding Lyre’s, Livings was
Valley style tech startup rather than
the Founder of a marketing agency in
a traditional food or beverage or
16 | National Liquor News
Industry Profile
consumer brand business. And then
alcoholic spirit as close as possible to
the third, and what I believe lets
the original.
Australians down, was to think global from day one.”
“I’m hoping that we do inspire others to follow in our footsteps and achieve the sort of commercial success that we have.”
“One of the things that we embraced early on is to take a science based
Marketing a global brand Paul Gloster, Chief Marketing Officer at
Livings said the theory turned out
approach, rather than a romantic one.
to be correct, thanks to the way the
The romantic way dictates ‘this is how
start, talked National
Lyre’s approach looked at the bigger
you make a spirit, you distil it and make
Liquor News through
picture with grand ambition.
it a certain way, then work out how to
the crux of the brand’s
“We identified the health and
take away the alcohol.’ We learned very
marketing strategy.
wellness space for the brand, and
early that that was the least effective
He said: “For us it’s
we call that a macro trend because
way to deliver something delicious in
really important to be
it transcends international borders,
the glass.
Lyre’s almost since the
super inclusive and also, simple to use. Our
cultures and income strategies,” he said.
“So we changed our approach to
Lyre’s chose to work in the non
building our products, putting science
alcohol spirit space, as beer was
and innovation at the center, and
Mark Livings
already ahead of its time and wine
we threw out the rulebook. Taking
CEO and Co-founder Lyre’s Spirit Co.
was largely influenced by seasonal
this approach you end up with a far
conditions. At the time, the team
superior product at the end of the day
couldn’t find anything like they
and we now have the global awards to
wanted to create with Lyre’s and
prove it – we’ve just received a further
drink, whether it’s got
although history shows they weren’t
25 International Wine and Spirits
alcohol in it or not.
first to market, they can certainly lay
competition accolades which means
“Our philosophy
claim to being the first company to
we are approaching 150 International
is that the tastes you
scale to such a wide degree.
Wine and Spirits competition medals
know and love are the
in under two years.”
tastes you should enjoy,
But before such growth and opportunity, there needed to be a
One of the biggest highlights for
solid product. Livings said choosing
Livings since the beginning of the
what to launch with and where to take
Lyre’s journey has been found in the
the product line itself has always been
process of building these products
aligned with somewhat of a mantra in
just right. He described one of the
the company, to do things methodically
first products, the Lyre’s answer to
and with a science based approach.
sweet vermouth, and said: “when we
product doesn’t come from the perspective of ‘thou shalt not drink’, it actually comes from the perspective of wanting everybody to enjoy a really fantastic
irrespective of whether you have to drive the next day or if you have a health objective or you’re pregnant, or any other reason. There’s a lot of people we know that either don’t go to
“We looked at the top 50 selling
couldn’t tell the difference between
cocktails globally and then we
that and a traditional vermouth, that
when they go to venues
worked out what are the SKUs that
was a really magical moment.”
because they’re forced
we would need to recreate them. We
venues, or feel left out
to compromise what
let the drink lead the strategy around
Thinking global
product development,” Livings said.
With a strong plan and a strong
“We’ve always believed that
product, the next step for Lyre’s was
people wanted to drink the drinks
to navigate a route to market. Livings
that they already knew and loved,
said this is extremely challenging in
without alcohol, and have it be their
the Australian market largely due to
choice. We built a range of analogs,
the smaller number of groups that
rather than individual expressions
control the retail sector.
or providential expressions… It’s a
Another challenge, however,
much harder thing for us to do but
was around the culture of trends in
we’ve always chased bringing the non
Australia in general. As Livings said:
they drink. “Freedom and inclusivity are the main things around what we’re trying to achieve with Lyre’s, to not just be the drink that people have in Dry July, but actually be an option that’s there for anyone, anywhere, anytime.”
May 2021 | 17
Industry Profile
“Australia is not as embracing of new tech trends
could only be done by demonstrating the solid
as quickly as other geographies.
hypothesis behind Lyre’s, alongside the tried and
“Trends typically come out of London, New
Quick stats ➤ Lyre’s
is now available in 42 countries and stocked in more than 20 major retailers worldwide.
➤
➤
➤
➤
I t’s the largest no alcohol spirit brand in the world. T here has been four digit growth in the last 12 months, and consecutive double digit month on month growth. £17 million (AUD $30 million) has been raised in capital by the company. I t has grown from less than 20 full time staff to now more than 50.
York, Tokyo before they then catch on globally.
“Yes, it is strange to have a pre-revenue pre-
Australia’s a strange place to launch a consumer
product business secure distribution agreements,
sector innovation, but we did it anyway, because
but the proposition and the prototypes were
it’s our backyard.”
powerful enough that we managed to grab a
Contacts across the off- and on-premise helped build momentum for Lyre’s in a difficult
pretty amazing distribution network, early on,” Livings said.
landscape, giving it trial in stores and venues which allowed the brand to commercialise in a
Recipe for success
local context.
From the start, it’s been more than just luck that
But as was core to the original hypothesis,
has driven the incredible success of Lyre’s. A
Livings said that at the same time, Lyre’s was:
logical strategy that prioritises growth is core to
“planning for export from day one. We weren’t
the brand’s DNA, and allows the team to stay
going to make it work in Australia first and then
agile and innovative, improving products in the
go somewhere else.”
same way a software company would issue rapid
It’s an unusual approach, made even more
patch fixes when problems arise.
unconventional so when Livings began seeking
This means there isn’t one true recipe for
investment and distribution worldwide before
success for Lyre’s. It doesn’t follow a step by
Lyre’s even had its first production run.
step guide to world domination, and instead
“I ended up flying around the world about three times and seeing a whole bunch of distributors with our prototype products,” Livings recalled.
finds results by adapting its core ethos to each environment. For example, the ‘health and wellbeing’ trend
“Fortunately, I ended up in front of dozens of
that Lyre’s taps into manifests in different ways
distributors just courtesy of hard work, hustle and
across the globe. Chief Marketing Officer Gloster
leveraging the network, and we secured a whole
said understanding the quirks of new markets and
bunch of international distribution contracts pre
reacting to them was of the utmost importance.
manufacturing. It was a really unorthodox but effective way of scaling.” Getting people on board at such an early time 18 | National Liquor News
true method - ‘tasting is believing.’
“We’ve found that many different markets around the world have different levels of understanding of non alcoholic drinks, non
Industry Profile
alcoholic spirits and this new whole non
a superior way to scale a brand globally. We’ve
think big and take chances to become the
alcoholic emerging category,” Gloster told
accelerated beyond the capabilities of global
next scale-up success story. Alongside great
National Liquor News.
multinational beverage giants and their
local brand stories like Four Pillars, Penfolds
Some of the challenges in being able
ability to scale brands globally. They take a
and Casella Family Brands, Livings said Lyre’s
to spread the Lyre’s influence into new
much more methodical slower approach to
is in good company to show the way forward.
countries accordingly have recently been
building level brands but they cannot match
“Australia’s had some pretty incredible
exacerbated by the pandemic. Australian
the agility, the focus and the impact that a
beverage stories in recent history… I’m
Livings is currently based in the Netherlands
smaller highly skilled team has.
hoping that we can set a benchmark now
as part of a tactic to address these challenges
“Its incredible sitting where we are
about this new system and methodology,
now, especially with magic moments like
and show that if you’re crazy brave enough,
In addition to pandemic disruption, other
the valuation that our business has just
this is what you as an Australian founder
recent issues have been around the company’s
commanded – it makes us more valuable
with an amazing product can pull off as
ability to keep supply as high as skyrocketing
than Channel Seven or Myer – and we’ve
well,” Livings said.
demand, something that Livings calls his
done this in under two years.
and continue a global growth trajectory.
“I’m hoping that we do inspire others
“biggest challenge faced as CEO,” on top of
“We are Australia’s most successful
to follow in our footsteps and achieve the
the uncertainty of capital raising. Staying
beverage company founded by Australians
sort of commercial success that we have.
abreast of these challenges has been possible
for easily the last half century... We’re
Australia is such an amazing place to make
with a strategy that Livings calls ‘blitz scaling,’
certainly the most available brand, I think
food and beverage products, but we’re so
which has a few core tenets.
we’re sold now in more countries than R.M.
tunnel visioned, we don’t think that we’re
“Number one is, don’t run out of capital
Williams. And our NPS and the passion
part of the world. We try and make it work
and fight for market share, above all else.
that people have for our brand and the
in Australia and then we start to look
Two is to recruit a highly talented team
positivity around it - we’re exceeding brands
globally and for me that’s backwards.
– our team is small, but with big remits
like Dyson and Nespresso in terms of how
“If we start thinking that we have a globe,
and accountability living at the edge with
much our consumers love us. They’re very
an entire world as our addressable market,
execution,” he said.
sticky, they come back and they buy more
and we start thinking about that from day
and more.”
one, I think we’ll start to see more Lyre’s out
“And third, again, think global from day one. We did that and now can prove that
Livings hopes that people who are
whole hypothesis and that business model is
witnessing the Lyre’s story are inspired to
there in the Australian food and beverage ecosystem.”
■
L-R: CMO Paul Gloster, CEO Mark Livings, National Marketing Manager Kyle Billings
May 2021 | 19
Retailer Profile
Woodend Wine Store: 10 years strong This year will mark a decade of operation for the specialty retailer in the Macedon Ranges. Founder Caz Bailey reflects on what the journey has been like. When Caz Bailey moved with her husband from Melbourne to Woodend in the Macedon Ranges more than 10 years ago, she struggled to find the right Fino Sherry to cook with. The range of products available in the local liquor retail sector at the time was far more sparse than what she was accustomed to in the city – wine from international and smaller producers was rare, as was locally made wine outside of cellar doors. With a background in wine production and while working at a big box retailer in the city, Bailey decided she could fill that gap in the local market well, and set out to open Woodend Wine Store. The local community embraced the store with open arms, growing its popularity to the point that many people encouraged Bailey to expand into the space next door and open a wine bar. The result was The
quiet little drop… we look for those kind of producers
Cravat Club, a small bar that offered wine by the glass,
around the world. Then of course we have smaller
as well as snacks and cocktails.
boutique wineries that make amazing wine but no
Restrictions brought on by the pandemic meant
one knows who they are.”
that the capacity of The Cravat Club dropped to
Bailey wants to also bring tourists to the local area
just seven people, which led Bailey to make the
for the same purpose, and is currently looking into
difficult decision to close the bar and refocus on retail to save Woodend Wine Store. It’s part of what Bailey calls “an interesting journey” that she has undertaken in the past decade, over which time the store’s philosophy to support wine exploration has remained steadily strong. “A very large number of small businesses fall apart in the first year, and even more statistically in the first
“Without the local support across the 10 years we wouldn’t exist.”
how she can support that kind of journey. In the meantime though, the connection to community that has kept Woodend Wine Store running for the past decade remains ever strong. “We’re not on the main road, we’re actually down
Caz Bailey
a side street off the main road in Woodend. If you’ve
Founder Woodend Wine Store
ever been lucky enough to come to this town, you sort of drive through it, so you’ve actually got to find
three. So to be here after 10, it’s really quite a shock to
us. Without the local support across the 10 years we
have made it this far,” she said.
wouldn’t exist,” Bailey said.
“The aim was always to have a pretty good slice [of
“We’ve grown our community… they support us
different diverse products.] We sell local producers,
and we support them. And they can come to us when
because we have some wonderful producers here in
they’re looking for anything, whether it be an 60th
this cool climate, but also international and national
birthday present or a funky bottle of wine with low
producers. Lots of big name winemakers might work
sulfur, our staff are educated and are able to guide
for a big company but on the side make their own
them into what they’re looking for.”
20 | National Liquor News
■
Liquor Retail Summit
Jam-packed schedule planned for 2021 Liquor Retail Summit This year’s Retail Drinks Liquor Retail Summit is set to be big, with a huge range of speakers covering an extensive range of topics useful to liquor retail businesses. After what has most certainly been ‘a long time
Director Mark McCaffrey, discussing projections in the
between drinks’, Retail Drinks is excited to host the
liquor industry for the 2021 financial year and beyond;
2021 Liquor Retail Summit on Wednesday 19 May.
and Phil Preston, Founder of The Business Purpose
Retail Drinks CEO Michael Waters said this year’s Summit program will give liquor retailers access to unparalleled insights into the industry from a host of business experts and industry leaders.
Project, unpacking the secrets of successful teams and actions that substantially boost performance. In addition to these keynote sessions, the Summit will also feature several other informative
“We are delighted to once again be able to host the
presentations, including a panel discussion with
2021 Liquor Retail Summit which for the very first time
the leaders of Australia’s major peak industry
will be held in an exclusively digital format delivered in
associations providing a helicopter-view of the retail
partnership with Retail Global,” Waters said.
liquor industry, to be chaired by Alcohol Beverages
“In what will be a jam-packed schedule, the
Australia’s CEO Andrew Wilsmore.
Summit will include keynote presentations from a
In the afternoon, a standalone session will be devoted
number of high-profile speakers including Australia’s
to online liquor retailing and the relevant patterns and
first ever gold-medal Winter Olympian and Founder
consumer trends affecting this growth segment of
of newly-established brewery Last Man Standing
the industry. Attendees will hear a panel discussion
Brewing, Steven Bradbury OAM, whose speech will
facilitated by Andy Young, Editor of The Shout, featuring
centre around this year’s Summit theme of ‘Building
hybrid (bricks and mortar alongside online), pure play
Resilience Through Adversity’.”
online, marketplace, and alcohol delivery.
Other keynote speakers for the Summit include
For a full overview of the Liquor Retail Summit
DrinkWise CEO Simon Strahan discussing the shift
program, as well as further information on how to
in Australia’s drinking culture and changing consumer
register your attendance, please visit the Summit
preferences towards healthier and more moderate
website below. Registration is completely free for
alcohol consumption; IRI Australia’s Liquor & Tobacco
Retail Drinks members via a promo code.
“We are delighted to once again be able to host the 2021 Liquor Retail Summit which for the very first time will be held in an exclusively digital format delivered in partnership with Retail Global.” Michael Waters CEO Retail Drinks Australia
■
For more information, head to: https://www.retaildrinks.org.au/events-info/liquor-retail-summit
May 2021 | 21
Alcohol Beverages Australia
Always check the fine print It’s important to read past the public statements of research supported by those on the opposite side of the alcohol beverages industry, writes Andrew Wilsmore, CEO of Alcohol Beverages Australia. We often hear the phrase ‘lies, damned lies, and
body of the report, the authors begrudgingly wrote:
statistics’ as a satirical put down, but there are times
“Overall, there were no direct effects of advertisement
when we could apply the same standard to research,
condition on intention or behaviour.”
especially when it comes to those on the opposite side of the alcohol beverages industry.
But their public conclusion said otherwise - how? Well, an additional question was asked of
Two recent examples stand out. The first, a cancer
participants immediately after viewing the ads: did they
group claimed that TV ads with messages promoting
have a negative attitude towards drinking alcohol? And
low risk drinking guidelines increase intentions to
on a scale of one to seven, those that saw the ads around
reduce drinking alcohol. Except that it didn’t.
the long-term harms from alcohol had more negative
Using an online experiment, the paper’s
feelings by an additional 0.25 of a point from the control
authors randomly assigned almost 1200 Australian
group. Because there was a claimed correlation between
participants into three groups to watch some TV ads:
those who had a negative attitude towards alcohol
the first, a control group; the second, seeing ads about
and those that actually did reduce their drinking, the
the long term harms of alcohol; and the third seeing
authors could draw a fuzzy line claiming a connection
the ads about long term harms, coupled with the low
between the two, despite the fact that the actual viewing
risk drinking guidelines. The results, according to the
of negative ads and the guidelines had zero influence
authors’ public statement, showed that ads around
on intentions or behaviour.
long-term harm, paired with promotions of the
The second contradictory example was a group
drinking guidelines, can increase drinkers’ intention
of US researchers wanting to show that pictorial
to reduce their alcohol consumption and compliance
warning labels on alcohol about cancer risk would
with low risk drinking guidelines. But as is often the
affect drinkers’ intention to consume. They did
case, check the fine print for the facts.
their research, and yes, labels do increase consumer
The three groups were roughly even in terms
concerns about cancer, but their expectations were
of current drinking profile, with similar numbers
dashed when participants reported it would not affect
of lower risk and higher risk drinkers. After the
their consumption intentions.
experiment, not surprisingly, there was increased
In a search for reasons, COVID was blamed for
knowledge of the low-risk guidelines in group three,
skewing the results, and the authors decided to reinterpret
those exposed to the guidelines. But a week later,
the data to conclude something else. But they are insistent
when all participants were asked about whether they
- they still see labelling as worthwhile because potentially
intended to reduce their drinking, or actually had
it could “indirectly reduce consumption by increasing
reduced their drinking, there was zero difference in
consumer worry about cancer.” Let’s remind them that
results among the three groups. In fact, group two,
their own research shows it doesn’t.
having seen the ads around the long-term risks of
This is not an article to damn research or
alcohol consumption, had less intention to reduce
researchers, they do great work, but we all deserve
their drinking than the control group. So, in the
outcomes that can be trusted.
22 | National Liquor News
■
“This is not an article to damn research or researchers, they do great work, but we all deserve outcomes that can be trusted.” Andrew Wilsmore CEO Alcohol Beverages Australia
LIQUOR RETAIL SUMMIT 2021
ETAIL DRINKS INDUSTRY
LIQUOR RETAIL SUMMIT ETAIL DRINKS INDUSTRY LIQUOR RETAIL SUMMIT 2021 RETAIL DRINKS INDUSTRY
RETAIL DRINKS INDUSTRY
Recruitment
Bringing your ‘A game’ to the interview process The interview process should be clear and transparent to give employers the best chance of finding their perfect candidate, write Amber King and Sue Lauritz, Directors at BrightSide.
As recruiters we spend a good chunk of the recruitment
you need from these interactions too.
process preparing candidates for interview. However it’s
You should clearly be able to articulate the benefits
increasingly important that the employer is also well
and culture of working for your business. Ensure
prepared to get the most out of the interview process.
you’ve read the interviewee’s CV and checked out their
There is a genuine opportunity cost when interviewers
LinkedIn profile. It’s not a good look to be familiarising
are ill prepared, making the process time consuming
yourself with their CV for the first time in front of them.
and frustrating for everyone involved.
We are finding that more employers are conducting
Employers have an expectation that interviewees
relatively informal interviews to kick start the process
will have done their homework and researched the
moving to situational based interviews as the process
business and interviewees expect the same. The days
progresses. More clients are asking the preferred
of an interviewer not having to do much preparation
candidates to prepare and present case studies. These
are long gone, interviewees are expecting that the
allow them to assess their approach to a particular
benefits and opportunities of the business and job
task and their communication abilities. For sales-
will be ‘sold’ to them.
oriented roles it is common and can highlight a
To begin with, we strongly recommend you are clear
person’s commercial capabilities as well as their ability
with either the recruiter or interviewees about the process
to perform the role at hand. We encourage the use of
and what to expect upfront. It’s not uncommon for us
case studies as part of the recruitment process.
“There is a genuine opportunity cost when interviewers are ill prepared, making the process time consuming and frustrating for everyone involved.”
to receive an ‘urgent’ brief only to find the interviewer
Also, stick to the law! We still receive candidate
isn’t available for weeks due to other commitments. The
feedback of inappropriate questions being asked in
current market is tight - candidates won’t stick around
the interview. Asking a candidate’s age, marital status
and wait for you when other job offers arise.
or intention of having children are off limits. There
and
is always plenty to ask to assess culture fit without
Sue Lauritz
Clarity of process should cover the steps in the interview process – who they will be meeting and
digging into a candidate’s personal life.
indicative timings. It helps candidates prepare when
By bringing your ‘A game’ to the interview process
they know what will be expected from those meetings.
you will have the best potential to attract your ‘A
This means you’re more likely to get the information
candidate.’
24 | National Liquor News
■
Amber King Director BrightSide
Director BrightSide
IRI
The first Australian summer of hard seltzer In a performance review of hard seltzer so far, it becomes clear that the segment is living up to its hype, writes Delphine Lambert, Consultant at IRI.
Delphine Lambert Consultant IRI
As summer comes to an end, it is time to
and behaviours in-store hindered the
performance of the much hyped canned
reflect on the performance of the popular
performance of the first hard seltzersbrands
wine segment.
hard seltzer segment in our country. While
launched in our market. Seltzers also have
During summer, the best performing
some were sceptical about its future success,
a higher price point (compared to the
brand in our market was (and still is)
the amount of new brand launches reflects
US) and are inconsistently ranged across
Diageo’s Smirnoff Seltzer. The brand has
the excitement for hard seltzer in the
retailers, adding to shopper confusion and
delivered over $28M in the last MAT,
Australian liquor space.
misunderstanding of the beverage.
while it was only launched in August 2020. Smirnoff Seltzer seems to really
Success in the US
The 2020 Australian summer
resonate with shoppers, who already know
As IRI identified in our webinar in
All bets were on the Australian launch of
the brand for its RTD range of Vodka Ice
October last year (‘Leveraging the Hard
the world’s best-selling hard seltzer brand,
Double Black for example, and more
Seltzer Opportunity’), seltzer has been
White Claw. In its first month of October last
recently the addition of its ‘better-for-you’
the hottest liquor beverage in the US over
year, White Claw delivered close to $4M in
Pure collection.
the last few years, hitting a convergence of
sales, which is the highest result compared
Other brands like Actual and Good Tides
trends. Beer’s declining popularity among
to all other seltzer brands during their first
are also experiencing good growth, now
younger generations has directly translated
month in retail. However, from November
reaching over $11M and over $10M in sales
into switching gains for hard seltzer. Also,
2020, sales started to taper off slightly, as it
in the last MAT, respectively. A plethora of
seltzer satisfies a number of key consumer
seems Australian retailers are experiencing
smaller brands have also flooded the market,
needs with its accessible pricing, convenient
supply shortages.
the most successful ones at this stage being
packaging and diversity of flavours. In
The total hard seltzer segment is now
Hard Fizz and Moon Dog Fizzer.
addition to this, the drink’s health and
worth over $84M, with 58 per cent of
wellness claims resonate with shoppers
the sales delivered during the warmer
Final thoughts
and make it a great alternative to other
months of summer. Seltzer has already
While the total value driven by the hard
alcoholic beverages, as a growing number
become the seventh largest RTD segment,
seltzer segment is lower than we expected
of US consumers take steps to reduce their
ranking just after well-established gin and
for its first year, we think the excitement and
alcohol consumption.
Scotch RTDs. From a shopper perspective,
innovation around this beverage is here to
hard seltzershas already reached 1.2 per
stay. We also believe that further educating
A different local market
cent penetration in the last MAT, being
shoppers about this new drink, as well
The liquor landscape is very different in
in market just over a year. These results
as amplifying the attribute advantages it
Australia. The segment’s low awareness and
suggest the segment will surpass the
presents over other categories, will drive
the pandemic’s impact on shopper finances
hype, compared to the underwhelming
further trial and growth.
■
May 2021 | 25
Wine Australia
Domestic market flat overall but COVID-19 affects sales performance by channel
The latest figures are consistent with long term wine market trends, writes Sandy Hathaway, Senior Analyst at Wine Australia. The results of Wine Australia’s Wine Production,
2020 found that sales volume for DTC increased by five
Sales and Inventory Survey 2020 released on 30
per cent in 2019–20, driven by substantial increases in
March indicate that the volume of Australian wine
wine club and e-commerce channels.
sold domestically declined by one per cent from 494
Off-trade retail also grew. IRI MarketEdge data
million litres to 491 million litres in 2019–20. The
indicates that off-trade retail sales of Australian wine
result is consistent with long-term trends of volume
grew by two per cent in volume in 2019–20. This
decline in mature wine markets over the past five or
growth all came in the second half of the financial
so years.
year (January–June 2020) where sales were up by six
The Australian domestic wine market is the largest
per cent compared with the same period in 2018–19,
single market for Australian wine, accounting for
whereas sales in the first half were down by two per
more than 40 per cent of all sales of Australian wine
cent, indicating how the long-term trend was tracking
by volume in 2019–20.
prior to the pandemic.
The domestic market has four main channels:
There is no measure of on-trade sales volume available,
• On-trade (restaurants, hotels, pubs and clubs).
but the overall one per cent decline suggests that the on-
• Off-trade retail (‘big box’ retailers and supermarkets
trade declined by around 15 per cent, countering the
including their website sales, independent retail shops). • Off-trade direct-to-consumer (wine clubs, cellar door, wineries’ own websites).
growth in both DTC and off-trade retail.
* IWSR 2019 ** Any specific effect of COVID-19 on overall consumption cannot be measured, but would be limited in 2019–20 because the pandemic and associated social restrictions did not start in Australia until late March 2020.
• Off-trade third party online retailers. Imported wine accounts for an estimated 17 per cent of the total domestic market by volume* and is concentrated in the off-trade retail and on-trade channels. While not affecting overall consumption volumes significantly**, COVID-19 caused substantial disruption to sales channels, starting near the end of March 2020 with the first widespread lockdowns in Australia. The Wine Australia Wine Direct to Consumer Survey 26 | National Liquor News
■
Domestic market share by sales channel
“The Australian domestic wine market is the largest single market for Australian wine, accounting for more than 40 per cent of all sales of Australian wine by volume in 2019–20.” Sandy Hathaway Senior Analyst Wine Australia
BIG ON FLAVOUR
UNASHAMEDLY IRISH
FOR ON TRADE ENQUIRIES, PLEASE CONTACT YOUR LOCAL SOUTHTRADE SALES REPRESENTATIVE OR HEAD OFFICE ON (02) 8080 9150
Retailer Profile
Unsurpassed unique service Dan Hughes chats with Philip Gray, Owner and Operator of independent retail store Bespoke Wines and Spirits in the Melbourne suburb of Thornbury.
National Liquor News: What’s the
NLN: What products are big movers in
NLN: What are some of the biggest
philosophy behind your outlet?
your store and why do you think that is?
issues currently facing the retail liquor
Philip Gray: To provide a unique experience
PG: I have produced my own unique gin,
industry and how do you think they can
and service to the local community and
Bespoke Thornbury Gin, crafted at a local
be addressed?
beyond, supplying a hand selected range
distillery and blended from botanicals
PG: One of the biggest issues I see is
of boutique, unusual and rare wines and
specially chosen by myself. It is unique and
that many retailers are uneducated
spirits. Also, providing personal and
is available for tasting daily. It outsells any
with product knowledge in regard to
knowledgeable advice on sustainable and
other spirit in my store. I have created a
their product range. People are seeking
affordable products.
product that has grown and overachieved
that kind of knowledge and product
Bespoke Wines and Spirits was created
in expected forecast sales. The Thornbury
connection these days.
by me with a vision to offer unsurpassed
community has taken ownership of this
To address this, I believe that an
unique service, choice of rare wines and
product which is now being sold in various
educational program to enhance retailer
spirits, with an attitude that no request is
bars within Thornbury due to popular
product knowledge of liquor should be
too difficult.
demand by patrons.
part of the process of obtaining a liquor licence. This would make the industry
NLN: How do you stand apart from your
NLN: What have been some successful
more professional and undoubtedly be
local competitors?
innovations at your store?
supported by all communities.
PG: Our community loves that the store is a
PG: In addition to producing my own gin, I
little bit different and is something they can
am in the developing stages of launching a
NLN: On social media you showcase the
connect to. I conduct regular wine tastings
bespoke range of locally produced cheeses
dog visitors to your store. How is that
plus I have daily in-store tastings of spirits,
to complement the wine and spirits range
approach received by the local area?
giving an opportunity to ‘try before you buy’
on offer.
PG: I am a dog lover and I have made
to my customers.
this a dog-friendly store. I provide a water NLN: What has been happening of late
bowl outside for visiting dogs and wine
my customers that aren’t readily available
at your store?
and spirits instore for their owners. I think
in the marketplace. We conduct wine and
PG: When the COVID-19 restrictions
this adds to the friendly approach to my
food matching events with presentations by
eased, we were able to have our first in-
business and enables my customers to feel
winemakers to help educate the community
store French Champagne and wine tasting
relaxed and welcome in my store.
on all products, whether they be from
from Chapoutier. People loved connecting
Australia or overseas.
to others, and gaining product knowledge.
I source rare and unusual products for
28 | National Liquor News
■
Retail Drinks Australia
Retail Drinks continues to play a key leadership role in the online alcohol delivery sector Retail Drinks continues to work with government to uphold requirements already outlined in its online code of conduct, writes Michael Waters, CEO of Retail Drinks Australia.
Michael Waters CEO Retail Drinks Australia
In July 2019, Retail Drinks launched its Online
Another component of the NSW
requirement to ensure that a customer’s age
Alcohol Sale & Delivery Code of Conduct to
legislation was to ensure that all delivery
is verified at the point of sale on a retailer’s
act as a robust, best-practice and fit for purpose
drivers completed a training course
website, and at the point of delivery, which will
regulatory framework to govern online alcohol
with content specifically tailored to the
come into effect in June 2022. Ahead of this
sales and deliveries. At the time, minimal
delivery driver environment. Having
requirement, Retail Drinks has been liaising
government regulation existed in this space,
already developed its own course for Code
with L&G NSW, as well as the Age Verification
however that has now begun to change with the
Signatories, Retail Drinks has liaised closely
Providers Association, a UK-based association,
NSW Government embarking on significant
with Liquor & Gaming NSW (L&G NSW) in
on the development of these regulations.
reforms to same-day alcohol deliveries with
the development of its training framework.
Further to this, Retail Drinks will be
the passage of the Liquor (24-Hour Economy)
As part of this work, Retail Drinks convened
running an industry-first Age Verification
Amendment Bill in November 2020.
a working group of members to help craft
Pilot Program in partnership with key
Given our significant expertise in the area
these materials which will be officially
members (retailers, delivery partners and
and our role as a trusted advisor, Retail Drinks
launched in July this year with a requirement
service providers including ConnectID and
was closely involved in the bill’s development
for same day delivery providers to complete
Yoti Australia) to help inform the finalisation
from start to finish, providing key feedback to
this training by December.
of the regulations with the NSW Government
legislators across the political aisle, including
Retail Drinks has also helped ensure that
and subsequent updates to our Online
on amendments which were passed in the
this training framework will be at minimal
Code. Key learnings from stage one of the
NSW Legislative Council. Ultimately, many of
cost to the industry with a provision for
pilot program will also be presented at the
the changes included in the final version of the
businesses to be able to deliver the training
upcoming Liquor Retail Summit on 19 May.
bill closely reflected the existing requirements
themselves and a nominal fee to be charged
As the NSW Government’s same-day
of the Retail Drinks Code, including a ban
by L&G NSW to ‘assess’ the competency of
delivery reforms continue to progress,
on same day, unattended alcohol deliveries
delivery agents on completion of the training.
Retail Drinks looks forward to continuing
and ensuring that retailers adopt an
Whilst the majority of changes to same
its close and collaborative involvement in
option on their websites for customers to self-
day alcohol deliveries are set to take effect
their implementation on behalf of the state’s
exclude themselves.
in July this year, there is also an upcoming
retail liquor industry.
■
May 2021 | 29
Strikeforce
A varied approach is needed
It’s important to understand how different consumers shop and tailor retail strategies to them accordingly, writes Stephen Wilson, Category and Insights Manager at Strikeforce.
New product development focuses on attributes like
where to make his liquor purchase. He knows what he
flavour and packaging innovation, strong and striking
wants to buy, what he is prepared to pay and where he is
branding and aligning brand values with those of the
going to make his purchase before he heads to the store.
target market.
It takes a lot to deviate Ted from his mission. He
Marketing and communication campaigns are
has already decided prior to entering the store what
developed, route to market and supply chain planning
he is going to buy, so the approach to get the new
takes place followed by the ‘pitch’ to retailer buyers,
product in his hand would be a strong brand presence
MSO’s and independent liquor retailers.
on the retailer’s website, the product clearly ticketed
Once these gates have been passed through, the
and positioned on shelf near category leading brands,
race is on to gain maximum distribution in the
with a strong promotional price point to encourage
shortest period of time to win the hearts and minds
Ted to consider purchase.
of shoppers and maximise the opportunity. So once the product is available in-store, how do brands entice shoppers to consider purchase?
The second shopper is Mel, she is usually unprepared, has a rough idea of what she wants to buy and considers herself a bit of a ‘trend setter’. While
While clustering shoppers with similar buying traits
price is a consideration, it is not a major factor. She
is nothing new, the importance of understanding how
usually shops at the same liquor store and makes her
they shop, when they shop and what occasion they are
purchasing decision after she enters the store.
shopping for is high on the agenda when developing
Mel is more open to trying new products and
retail strategies to generate trial, and hopefully repeat
experiences so a big, bold display just after the
purchase, particularly when introducing a new
transition area after she enters the store or on the
product taking on established brands.
journey to the category location with a strong
Is a ‘one size fits all’ strategy sufficient to maximise
promotional price point would be a compelling
sales? Do all shoppers demonstrate the same
proposition, allowing the purchase decision to be
behaviours when in-store? Are all shoppers buying
made much earlier in the shopper journey.
for the same occasion?
Stephen Wilson
Different approaches by shoppers mean there
Let’s look at the following example. We will call the
needs to be more than one tactical strategy in play
first shopper Ted. He has a limited budget and often
when introducing new product offerings to the market
compares products and prices online before choosing
particularly early on in the product life cycle.
30 | National Liquor News
“Different approaches by shoppers means there needs to be more than one tactical strategy in play when introducing new product offerings to the market particularly early on in the product life cycle.”
■
Category and Insights Manager Strikeforce
warehouse is
security
Owning our
membership is
power a growing
together keeps us
stronger working
one big
family
be a part of
Australia’s
largest liquor co-operative
For more information, contact: Pat Kenny 0409 308 341 (NSW/VIC) or Craig Stephenson 0434 575 589 (QLD) or visit www.ilg.com.au
Snooper
Hunting higher Easter liquor sales Easter off-premise activations lagged behind summer and Christmas this year, representing an opportunity for better leverage in 2022, writes Laurie Wespes, CEO of Snooper. Easter 2020 saw overall alcohol sales drop 13 per cent, even though off-premise sales increased 22 per cent. Shoppers were stockpiling in late March and continued to do so through an Easter where they were unable to travel, entertain, eat out or even conduct Easter egg scavenger hunts.
Fast forward to Easter 2021 According to Illuminera, just over two thirds (67 per cent) of consumers with school aged children planned an Easter Egg hunt in 2021. This doesn’t take into account the adults participating in various corporate versions of these. The same study identified nearly one in five (19 per cent) of consumers planned to entertain medium to large groups of people at home, representing an opportunity for both gifts for the host and hosts buying liquor for guests. A further group of consumers (23 per cent) planned to go away with family and friends, a prime BYO and AWOP (case sales) liquor opportunity. But what happened in-store in Easter 2021? Not as much as may have otherwise been expected from an in-store activation standpoint, as it turns out and this feels like a missed opportunity. Snooper data for 2021 indicates that overall in-store displays decreased by 20 per cent versus summer, and were down 30 per cent versus Christmas. Moreover, the Easter themed displays that did exist were minimal, primarily retailer driven, and likely to be cross category. Our Snoopers found no single branded displays for Easter across 100 stores, despite 35 per 32 | National Liquor News
Snooper
“For next year, Easter represents an opportunity for brands to execute more comprehensively against a number of different types of occasions.” Laurie Wespes CEO Snooper
Easter themed decorations and displays at Ritchies Somerville, BWS Roxburgh Park and Dan Murphy’s Carnes Hill.
cent of our shoppers suggesting they would be likely to choose an Easter liquor gift from a bottle shop.
boxes). Example messaging: ‘Easter event? Give the perfect gift’; ‘Impress your guests’.
This feels like something of an oversight for a
2. BYO occasions, such as for outdoor Easter event
sector which specialises in gifting activations for
get-togethers where beer, canned wine, and seltzers
Christmas, Mother’s Day and Father’s Day and where
would work well, along with bundling with cheese and
typical gifting activations include customisable bottles
crackers or jerky. Another BYO occasion is for those
and packaging, themed gift boxes and wrapping,
going away, such as for camping. These are an increased
tasting sets, glassware and advent calendars, and
average weight of purchase (AWOP) opportunity, e.g.
often promotions such as gift with purchase – for
buying a case. Example messaging ‘Going away for
either the gift giver or the recipient. Brands have the
Easter? Don’t forget a bottle/case of X’. In other markets,
opportunity to tap into Easter gifting occasions with
brands such as Heineken have turned beer cases into
similar promotional and instore support.
their own cooler packs. Again, can packaging formats would work well for transport.
Occasion marketing and what can be learned from supermarkets Even in the absence of an occasion other than Easter
3. General Easter theming, which is surprisingly still under exploited in liquor; ‘Grab some for the Easter weekend’; ‘Stock up for Easter entertaining’.
generally, some brands such as Coca-Cola create
Brands and retailers have the opportunity to include
relevance through Easter theming.
Easter in the annual calendar as a key selling period,
Even brands typically associated with Easter such
particularly for gifting, entertaining, BYO and travelling.
as Lindt with its gold bunny take it a step further
For next year, Easter represents an opportunity for
with carrot packaging in their displays, while Ferrero
brands to execute more comprehensively against a
promotes its Easter Squirrels and Rocher Giant eggs.
number of different types of occasions.
In short, there are a number of occasions that
■
liquor brands can tap into over Easter to gain in-store
References:
real estate and further leverage sales. These include:
•h ttps://www.drinkstrade.com.au/alcohol-sales-fall-
1. Entertaining occasions, both as host (Easter crosscategory party zones), and guest (gifts, including wine and cross category packs with chocolate gift
over-easter • Illuminera DBM Connect Poll, total sample n=1134, qualifying for family Easter activities n=175 May 2021 | 33
Independent Brewers Association
Independent brewers contribute $1.93 billion to the national economy The passionate people of the independent beer industry are contributing to great economic growth but are still hampered by unfair tax, writes Kylie Lethbridge, General Manager of the Independent Brewers Association.
Spend any amount of time in the independent beer
another 23,000 supporting jobs throughout Australia
industry and one thing will stand out to you: the people.
across a diverse range of industries.
The industry is full of passionate and enthusiastic
Unfortunately for all these people and growth, the
people who not only care about the product, but also
industry is still hamstrung by excise tax. We already
their communities. Now, as a result of an independent
pay one of the highest taxes for beer production in
consultants report (Independent Brewers Association
the world and as a result, the IBA Board and I have
Research and Economic Impact Analysis, Urban
recently trod the halls of Parliament in Canberra to
Enterprise 2020), we can show just how much value
ask the Federal Government to work with us on a
their combined effort brings.
national strategy to ensure we capitalise on our sector’s
The first figure that jumps out is the volume of
opportunities for growth.
employment from small and independent brewers.
We have asked the Government for two key points: a
Despite being less than 10 per cent of the entire beer
one-off $300,000 grant to support the development of a
market, we employee more than 50 per cent of the
national industry strategy, including a 10 year roadmap
people. If you’re visiting a brewery, stocking, or buying
to ensure sustained growth in domestic manufacturing,
independently owned beer, you’re keeping communities
regional development, and export; and an increase to the
and people together, in stable and skilled employment.
Small Brewers Rebate Scheme, from the current cap of
If we take a step further, we know many independent
$100,000 per annum to $350,000. So many communities
brewers focus on using the best ingredients possible,
and jobs rely on this industry, and we can safeguard their
which Australian farmers are famous for, with local
future while making that safety net wider.
grain and hops shipped around the world. Locally,
In the meantime, our industry carries on and its
the report has identified that 3.8 jobs are created in
people, including us, are gearing up for Good Beer
associated industries—agriculture, manufacturing,
Week in Melbourne; the first major beer week in
hospitality, logistics and other associated services.
Australia since March 2020 and the biggest in any
These are all the things we rely on to turn raw
year. We merged with Good Beer Week in 2019 and
ingredients into beer, get that beer into pubs and
are continuing to use it to highlight the great things
shops, and then into consumers hands. Growing small
our incredible members do.
breweries means growing the supply chain.
From there, it’s BrewCon on the Sunshine Coast,
These numbers were certainly very pleasing to
where we will bring brewers, suppliers and manufacturers
receive, and reaffirmed what we already knew –
together for the country’s largest industry conference. We
Aussie owned independent brewers are providing a
will also be celebrating all these wonderful people at the
significant contribution to the national economy. The
Independent Beer Awards and are planning something
forecast is also looking healthy with a further 6,300
even bigger and better than last year, which set the
jobs predicted over the next five years, adding to the
benchmark for virtual awards (search “The Indies” on
existing 7,000 direct industry employees. That means
YouTube to see what we mean).
34 | National Liquor News
■
“If you’re visiting a brewery, stocking, or buying independently owned beer, you’re keeping communities and people together, in stable and skilled employment.” Kylie Lethbridge General Manager Independent Brewers Association
Leasing
When can a landlord evict a tenant? It’s important to know how local legislation and specific leases can influence potential evictions, writes Marianna Idas, Principal Solicitor at eLease Lawyers.
The landlord and the tenant are bound to comply with
landlord can re-enter the premises without notice
the terms of the lease. If either party is in breach, the
and sue the tenant for damages.
other party may have a right to end the lease.
Some states have legislation in place that requires
If you are in a retail premises, then the law in each
landlords to serve a notice first before re-entry (for
state varies on how landlords can evict tenants. If
other breaches not relating to the payment of rent).
landlords do not comply with the relevant law and the
These notices generally require:
terms in the lease, then tenants may take appropriate
a. Specification of the breach under the lease; and
action against the landlord.
b. A requirement for the tenant to remedy the
Leases are entered into between the landlord and the tenant for a fixed term and can only be terminated as noted in the lease. Many leases allow for landlords to terminate on the following breaches: 1. Late payment of rent and other monies; 2. Not operating the business in strict accordance with its permitted use; 3. Not performing repairs and maintenance as
“To avoid termination of a lease without notice, it is advisable for tenants to insert
always the case. If no notice requirement is specified
in the lease a clause specifying notice of any breach of the lease and a reasonable opportunity to remedy the breach.”
in the lease or legislation, the landlord can terminate
Marianna Idas
specified in the lease; 4. Not holding relevant insurances required; 5. Transferring or subletting the lease without consent from the landlord; and/or 6. Any other breach specified in the lease. Some leases allow for notice to be provided before the landlord can terminate the lease, however this is not
the lease without notice.
Principal Solicitor eLease Lawyers
breach, if the breach is capable of remedy; and c. The tenant to pay compensation for the breach. If the lease does not specify the notice’s time frame, then reasonable time needs to be given to the tenant to remedy the breach. If the landlord does not comply with the above requirements, then the tenant may take the landlord to court. The tenant may be able to receive compensation for illegal re-entry and an injunction on further such actions by the landlord. To avoid termination of a lease without notice, it is advisable for tenants to insert in the lease a clause specifying notice of any breach of the lease and a reasonable opportunity to remedy the breach. Before entering into a lease, it is advisable to have a lawyer specialising in commercial leases assist you. They can request changes on your behalf to the lease and ensure the lease gives you adequate protection
Generally, many leases do not require notice for
generally and in circumstances such as this. If the lease
termination if rent is outstanding, for example by
is drafted correctly from the beginning, disputes should
14 days from the due date for payment. Thus, the
be easier to resolve or hopefully no disputes occur.
36 | National Liquor News
■
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NLNMAY2021
Premium Mixers
Mixing with the best
Consumers are actively seeking premium mixers to heighten the experience when using top shelf spirits and making cocktails at home. Dan Hughes investigates.
The home mixology movement has been a growing trend since the start of lockdown last year. Australians have since been choosing top shelf
IRI Australia noted that premium mixer brands received a sharp boost in trade alongside this rise in at-home cocktail consumption.
spirits more often and are experimenting with
“Consumers are looking for experiences more
the shaker at home to get their cocktail fix. These
than ever before and making their own cocktails at
consumers are also looking for a top-shelf style
home, and given the popularity of gin in glass spirits,
mixer to heighten the taste of their drink creations,
mixers brands like Fever-Tree will stay relevant in
which the industry has been happy to provide for
the liquor market and will continue to grow,” IRI
with a range of options from heavy hitting brands.
Consultant Delphine Lambert said.
Shift in consumer consumption
Ambassador, Trish Brew, added that the growth in
When venues shut down in Australia last year,
spirits use at home has highlighted the need to have
consumers landed in their own kitchen with a shaker,
a premium product mixed with them.
SouthTrade International’s Fever-Tree Brand
their favourite spirit, a garnish and a range of mixers.
“The growth in popularity of premium spirits,
“We’ve seen that quality has broad appeal - people are wanting to drink better quality spirits in greater numbers and are now seeking out premium mixers to match.” Trish Brew Fever-Tree Brand Ambassador
Contact your SouthTrade Rep
Premium Mixers
coupled with an increasing appetite
“Whether it is an Australian gin
for cocktails means there’s much
and tonic with locally made spirit
more of a spotlight on the drinks
and tonic, or a sophisticated take
we mix with them. Consumers
on a whiskey highball with Japanese
have an increasing interest in home
whiskey and ginger ale made with all
bartending without having to devote
natural ingredients and Australian
a huge amount of time and energy
ginger extract, consumers are willing
or use huge lists of overcomplicated
and wanting to upgrade to a premium
ingredients,” she said.
mixer to match their new ways of
“That’s where the importance of a
enjoying a cocktail.
good mixer comes in, allowing you to
“Consumers are visiting their
craft a delicious drink with just two
local liquor stores driven to purchase
or three quality ingredients.”
a spirit and with that intention you want to capitalise on that mixer being
A top shelf mixer for a top shelf spirit
added to their basket. Premium
The premiumisation trend that has
for the consumer and help to increase
swept the spirits industry in recent
basket size and value for the retailers.”
years has helped create the demand
Premium products generally draw
for more premium products in the
a higher price point, but Brew said
wider market. When it comes to
consumers are willing to upgrade their
mixers, this was boosted further in
mixer if it means getting the most out
the home cocktail trend, and has
of their premium spirit of choice.
taught consumers new behaviours.
mixers provide a great end outcome
“People are prepared to pay for
Emma Evans, CEO of Australian
quality, which we’ve seen with the
mixer producer Capi, said a premium
huge growth of premium gin. The
mixer is standing out on the shelf
trends that we identified at the outset
more than ever before as shoppers
are only accelerating,” she said.
look for better products to have in their homes.
“We’ve seen that quality has broad appeal - people are wanting to drink
“Without a bartender and access
better quality spirits in greater
to an extended range of ingredients
numbers, and are now seeking out
at home, the premium mixer can
premium mixers to match. There’s
really shine as the go-to ingredient at
one simple premise that we started
a liquor store to pair with spirits to
with that still holds true to this day,
create an elevated drinking experience
that if three quarters of your drink is
at home,” Evans said.
the mixer, use the best.
#PerfectPair fever-tree.com/en_AU
Premium Mixers
“Offering a choice of high-quality mixers to pair with premium spirits is key, as mixers are there to enhance the drinking experience by complementing the spirit and should elevate the natural qualities of the spirit without overpowering them.”
Growing flavour base When consumers think of mixers, they think of what flavours are best to pair with their chosen spirit. And the industry doesn’t have a shortage of flavours to choose from, from the basics like soda and tonic, through to flavours like ginger, cola and citrus, to name a few. However, alongside growing gin consumption in Australia is the need to pair it with an appropriate tonic, and this is what producers are specifically catering for. “As we know, a drink is made up of more than just a spirit. The premium mixer is there to support the spirit and really finish off and complete the drinking experience by helping pair the best possible flavours and ingredients together in one glass,” said Capi Director Brand and Innovation, Thurman Wise. “The support role of a premium mixer to a premium spirit begins
tapping into a range of consumer desires, including brand stories.
with the fact that premium mixer brands use the same care and
“Consumers are not only seeking local brands, but they are
attention paid to the production of premium and craft spirits, from
exploring interesting brands that have a unique point of difference.
carefully selected flavours and all natural ingredients to maintaining
At Starward, we want to produce whiskies that represent where we
high quality production standards.
come from,” said Starward Whisky CEO, Simon Marton.
“And at the end of the day the mixer makes up the majority of the finished drink, so you definitely want a great one.” Fever-Tree also has this in mind, creating different flavours to pair with the vast variety of craft gins available on the market today.
“Apart from being distilled in Melbourne and using ingredients sourced within a day’s drive of our distillery, we mature our spirit in Australian red wine barrels, sourced from Australia’s famed wine regions in our backyard.”
Brew explained it is crucial to complement not only dry gin but other styles that utilise different florals and herbs.
Utilise your POS
She said: “We create a tailored range of mixers that perfectly
With so many options available on the local market, educating staff
complement the variety of flavour characteristics of different spirits.
and having impulse options available at the point of sale will give
Our Mediterranean Tonic Water contains sweet, floral notes of lemon
you the best chance of suggestive selling opportunities.
thyme and rosemary from Provence to pair with citrus gins. Whereas
“A great way to educate which mixers are best for each spirit
our Aromatic Tonic Water uses angostura bark from South America
is through using smart and eye catching POS and being clever in
and pimento berries from Jamaica to create a sweet yet spicy flavour,
product placement of spirit and mixers,” Wise said.
which goes well with dry gins.”
“Think of them as a pair and not as single products. If you want to educate consumers on a perfect tequila - place a premium grapefruit
The local spirit trend
soda next to it. Or if you’re looking to drive a trial of rum, then place
The shop local trend that has been evident in the spirits category (see
a Dark and Stormy at POS saying it is a perfect serve, both for the
page 42 for further analysis), is also leaking into the mixer category,
rum section and the premium mixer space.
according to Wise.
“Another great way to educate customers is having premium mixers
“For the last few years there has been so much attention on
close to check out so employees can offer a perfect serve suggestion.”
supporting local spirit brands and distilleries, and we have noticed
Australians are faced with a wide range of choice in the mixers
that coming out of COVID that attention is also starting to focus on
category and trends highlight they are reaching for products which
premium mixers with consumers looking to support local brands
heighten the spirit or cocktail experience. This opens an opportunity
in the category,” Wise said.
for retailers to focus on stocking in key locations and have staff
For Starward Whisky, distributed by SouthTrade, this trend is 40 | National Liquor News
suggestively sell mixers based on what spirit is being purchased.
■
Liquor news straight to your inbox For the latest liquor retail news, subscribe to the National Liquor News e-newsletter
https://www.theshout.com.au/ national-liquor-news/
Australian Spirits
The
Aussie spirit
42 | National Liquor News
Australian Spirits
Australians have long wanted to shop locally and support Australian products. Now it’s easier than ever with the quality and quantity of what’s available in the spirits industry, as Dan Hughes investigates.
and nationally, noting that: “our Australian
confidence that consumer support for new
spirits are performing very healthily
Australian products will remain high.
compared to other spirits.”
“I think there is a real opportunity to
Nip of Courage Founder Kathleen Davies
create a provenance play within stores
also saw increased demand, stating: “I think
and within categories to lead consumers
it’s quite an interesting time in the Australian
towards Australian spirit brands in-store,”
spirit market now.
said Vanderfield-Kramer.
“Gin is obviously still showing signs of
“We are a new Australian spirit and
growth, but it’s really lovely to see some of the
have only recently launched in March 2021
Australian distillers have ushered in a new
whisky producers coming through with more
this year. So far the reception to the brand
era for consumers. New brands are emerging
decent volumes, which is also creating more
and liquid has been exceptional, so we are
each year and old ones are recording some
competitive segments in the marketplace.”
pleased with that.”
of their best years yet. Current trends point
Philip Gray, Owner of Bespoke Wines
According to Paul White of The West
towards 2021 being another successful year,
and Spirits in the Melbourne suburb of
Winds Gin, more local spirits entering
after the COVID-19 pandemic offered an
Thornbury, has seen similar performance
the market is giving retailers a chance
unintended boost for local brands that had
for the sector at his store.
to capitalise on this increased consumer
invested in the off-premise space.
“Australian spirits have been performing
demand, with bolstered stock levels enabling
The success of Australian spirits in
well due to increased consumer awareness
them to recommend a wider variety of
the last year was also widely linked to the
and seeking new and innovative styles of
products for a range of tastes.
‘shop local’ consumer movement that was
Australian-made products,” he explained.
“Consumers are increasingly looking to
heightened during the pandemic. Gin is fast
“The most popular spirit is definitely gin
products with provenance and quality. There
becoming the most talked about spirit in
which is a saturated market but shows further
are some exceptional Australian spirits,”
this movement, with new brands tapping
growth opportunities in 2021. Whisky comes
White explained.
into the wealth of unique flavours native
up second, with the third being vodka. There
“With the plethora of new Australian
to Australia, however, there still remains a
is potential growth in the vodka market due
spirits, especially gin, people now have the
vast interest in other locally made spirits,
to the gin distillers being able to diversify and
opportunity to try something different all
including whisky, brandy and vodka.
produce vodka as well.”
of the time.”
“Consumers are not only seeking local brands, but they are exploring interesting brands that have a unique point of difference.” Simon Marton CEO Starward Whisky
New to the market and quickly gaining popularity is Ester Spirits from Sydney,
Pandemic acceleration
which has already picked up international
Over the last year, the shop local movement
awards less than a year after its launch.
experienced a lot of attention. Now,
Although Ester gins were initially only
Australian spirit brands are emphasising
available via the on-premise, Co-founders
the message behind the movement more
Felix Clark and Corinna Kovner are
than ever, noting how much of an impact
pushing into the retail space this year, due
the movement has made.
to growing demand.
A surging market
Melbourne Gin Company Founder and
“We want to find like-minded people to
Head Distiller Andrew Marks perfectly
Australian distillers have long been making
associate ourselves with and push forward
summarised what the last year has meant
incredible products, but are often sat
that way. This year it’s about finding
for the industry.
underneath a shelf dominated by a sea of
independent retailers, or independent chains,
“Australia has long supported homegrown
international brands. However, this doesn’t
that we can partner with and retain some of
brands but 2020 really brought the need to
need to be the case anymore with multiple
that luxe feeling or artisan feeling around our
support local to the forefront of consumer
independent craft spirits gaining popularity in
brand and our products,” Clark said.
thinking. This buoyed our performance and
recent years, including during the pandemic.
Feels Botanical is another brand that
allowed us to connect with our consumers
Limeburners Founder and Distiller
recently stepped onto the local scene. Co-
directly in a way we couldn’t before,” he said.
Cameron Syme said the brand experienced a
creator Blake Vanderfield-Kramer said
“Being able to connect with people
30 per cent increase in demand both locally
looking at the market right now gives him
directly in their living rooms has allowed May 2021 | 43
Australian Spirits
for a few moments of joy in an otherwise tough year. This would have been exceptionally difficult for an international brand. “Australia has always been known for its ‘mateship’ mentality and there was a strong sense of community support during the pandemic.” While Australian distillers took a hit from the pandemic in the beginning, with on-premise sales dropping significantly, the off-premise sector provided opportunity for a different story. For example at St Agnes Distillery, Marketing Manager Matt Redin said: “Blind Tiger Organic Gin is up 25 per cent overall which is fantastic given how much was sold in on-premise prior to COVID-19 hitting and the amount of stock we took back during this period. Our additional sales in the off-premise in the last 12 months more than made up for any shortfall.” Meanwhile for Distillery Botanica, the hit to the on-premise made the team quickly rethink its strategy for Moores Gin, which was predominantly focused on venues and its distillery door. The
“Australian spirits have been performing well due to increased consumer awareness and seeking new and innovative styles of Australian-made products.”
demand for local in the off-premise has meant great
Philip Gray
obviously we had no visitors, we had no one moving
Owner and Operator Bespoke Wines and Spirits
things for the business. “We knew down the track our gin would be needed in independent stores but COVID-19 came and around the country. So when we had people contact us to start retailing our Moore’s Gin in their stores, it was great,” said Nigel Weisbaum, Spiritual Advisor. “It’s going really great now. We went from 19 stores and venues in September 2019 and I think last count is 460.” It’s clear that the shop local movement isn’t just a phrase said by consumers to fit into the crowd. According to Prohibition Liquor Co-owners and Founders Adam Carpenter and Wes Heddles, Australians are following through on their word. “The huge swing toward supporting local has been a dramatic change in consumer behaviour in the last year or so. People would often talk about supporting local, but then fall back to their standard purchasing habits at the bottle shop, whereas we definitely see people seeking out local products and favouring spending a bit more to purchase something higher quality as well,” they explained.
44 | National Liquor News
For more information please contact your local SouthTrade Sales Representative or Head Office on (02) 8080 9150
Australian Spirits
“The benefit to local consumers is they can visit a local distillery, meet
unique rainforest environment of the Brook family farm in Byron Bay.
the people who make the product and
“Australia is fortunate to showcase
drink something that is no longer from a
distinctive and delicate botanicals that
faceless global brand, but a story they can
do not exist anywhere else in the world.
share with their friends while savouring
Brookie’s Dry Gin is so unique and can
the quality.”
be described as the ‘Australian Rainforest Gin’. It is distilled with 25 botanicals,
Unique local flavours
including 17 that are native to the
There is a nearly never-ending list of factors
rainforest,” Zielinska said.
that can change the flavour of a spirit.
It’s not just gin botanicals that are
However, this list gets a whole lot longer
making an impression on local palates
when the spirit is made in Australia.
though. Australian whisky brands like
Australia’s landscape creates a plethora
Starward and Limeburners are also
of seasonally and geographically unique
tapping into local resources to create
flavours to choose from and local
points of difference in the market.
distillers are using innovation to explore
“From inspiration to maturation,
them all, creating products that exceed
Starward is influenced by the multicultural
palate expectations.
food capital of Australia, Melbourne,” said
Vanguard Luxury Brands Founder and Managing Director James France
“Storytelling plays an integral part
explained what this means to consumers
of our strategy; it provides us with an
and said: “It’s easier to track local
opportunity to to share why we are unique
provenance, not only of the spirits, but
and different... We talk to our hometown
also the raw ingredients themselves. And
as well as to the whisky and how we craft it
many of the raw ingredients are unique
from our local ingredients, our Australian
to Australia, which creates something
climate and our red wine barrel aging.
unique in taste and mixability.”
[This] approach is all about making our
Exclusively Australian flavours were also the draw card for Sydney brewer Young Henrys to try distilling, the end result of which was the Noble Cut gin.
products conversation worthy, helping to drive brand awareness.” Syme described Limeburners approach meanwhile, and said: “The first way
“The focus of native Australian
we stand out is the quality of our raw
ingredients has brought a raft of flavours
materials. We have farmers growing grain
that are simply just not available using
for us, who are prepared to make change
traditional botanicals,” said Co-founder
to produce the very best of what we need.
Richard Adamson.
“We have botanical producers who are
“Trading up to Australian spirits
doing their best to produce the Australian
certainly appears to be a trend. We aren’t
native botanicals we need to produce
necessarily getting the first pour but are
exceptional and unique gins.”
often the preferred choice from the shelf for gin and tonic or cocktails.”
In addition to the Australian landscape offering an inherently different set of
Another producer stuffing the
flavours to other countries, Distillery
bottle with Australian flavours is Cape
Botanica’s Weisbaum said local distiller’s
Byron Distillery. Brand Manager Ali
have more freedom which gives their
Zielinska described how this is done in
products an extra edge.
the Brookie’s Gin range, created in the 46 | National Liquor News
Starward Whisky CEO Simon Marton.
“Australia is innovative in all of
Australian Spirits
its spirits because we don’t have the
For Davies, experimenting with
Starward Two-Fold Double Grain Whisky
restrictions like other countries. Scottish
this sector doesn’t have to be a time or
whisky, tequila, European gin all have
product heavy experiment. Instead, she
At Starward, we make modern,
certain rules and regulations they must
suggested retailers try: “one or two better
progressive whiskies that
follow. Whereas Australia is a bit more
known Australian brands to test the local
speak to the place they’re
relaxed, there’s a bit more freedom for
market. It might be a good entry point
made – Melbourne. Two-Fold
innovation here,” he said.
to help build interest with their current customer base.
was crafted to be easydrinking, versatile and,
On the shelf and in sight
most importantly, delicious.
Taking the leap to try a new product
more into it. Not everyone’s willing
Putting the approachability
can be difficult for consumers. However,
to stock a warehouse full of unknown
and flavour at the forefront,
Australians are willing to experiment and
brands, but definitely dip your toe in the
we created Two-Fold from
spend a little extra if it means supporting
water and grab a couple of the better-
locally sourced Australian
local brands.
known labels to see where it goes.”
“If successful, then look at expanding
With the right measures in place, this
Weisbaum said there is a less subtle
could mean great things for the industry.
approach to selling local spirits. He
from the famed Australian wine regions
Australian spirits advocates from this
said: “From an independent retailer’s
of the Barossa and Yarra Valley, in our
story believe growth in this way can be
perspective, I always suggest having a shelf
‘backyard’ to help make the epitome of
supported by retailers through a range
that just says, ‘locally made’ and put all of
a distinctly Australian spirit. These barrels
of means, from educational material in-
that stock in one area.
have often been used to make great
store to personalised tasting sessions with
Aussie reds like Shiraz, Cabernet and
staff and consumers.
barley and wheat. We mature Two-Fold in barrels sourced
Pinot Noir, which gives our new make spirit tasty fruit, caramel and spice notes. To keep as much of a fresh red wine flavour profile as possible, we source barrels from just a day’s drive away. We
“I think the biggest challenge consumers have is they aren’t being told
In his store, Gray believes it’s about
that there’s a locally made option. It is just
more than just providing a variety
the big guys out on the shelf with the best
or quality, affordable products with
points of purchasing. People come into
innovative packaging.
retail stores looking for liquor so if they
He said: “It is important for retailers to
can see immediately that there is a local
either lightly char or quickly blast barrels
understand the products they’re selling,
with steam. Many are still wet with wine
and appreciate the background story
Clearly, the Australian spirit category
when we fill them.
on the distiller, the area it is produced
is thriving, growing in quantity as much
from, and the techniques, botanicals and
as it is in quality. With the shop local
seasons in one day’ climate to shine.
flavours that have been used. Once they
movement growing further during the
Melbourne’s fluctuating climate means
have this knowledge it should be shared
pandemic, the opportunity has well and
Two-Fold extracts more flavour from
to educate consumers on the quality that
truly arrived for retailers to be featuring
the barrel in a much shorter time than is
we can produce in Australian spirits.”
Australian spirits more prominently.
Then, it’s time for Melbourne’s ‘four
traditional. After just three years, Two-Fold
choice, that’s what they’ll buy.”
■
is ready to be mixed, spritzed or shaken. We tried something new and never looked back. Two-Fold has been recognised at some of the most influential liquor competitions in the world and was awarded gold at both the San Francisco World Spirits Awards (2020) and the Global Spirit Masters (2020). Award winner when tasted neat, enjoyed any way you like.
May 2021 | 47
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From 16 outstanding panel picks to 90* more beer, cider and brewed hard seltzer reviews, the Beer and Brewer Autumn Brew Review is brimming with the latest and recent releases that you’ll want to try at home.
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What’s our Seasonal Focus? XPAs *Not all submissions to our tasting panel are featured here. This could be because we had too many to sample or the product did not meet our panel’s requirements. We are not in the business of running any one down, and if there is a chance to speak with a brewery about issues that may have arisen during a tasting, then we will endeavour to pass that information on in the interest of transparency.
The Panel Jono Outred, WA
Justin Fox, VIC
Ian Kingham, NSW
Based in Margaret River, Jono is a beer writer that predominantly covers the South West of WA. He’s been involved in the state’s beer industry in various capacities since 2011.
Currently head of sales at Bintani, Justin has had a long and decorated career in the beer industry – from the likes of heading up Colonial’s brewing to appearing on many a beer judging panel.
That Beer Bloke, Ian’s decorated beer career has included judging at the Australian Craft Beer Show, Royal Perth Beer Show and the Sydney Royal Beer and Cider Award.
David Ward, ACT Head of sales for BentSpoke Brewing Co and with over 10 years’ experience working in the craft beer industry, David is constantly on the lookout for new beers to try and trends to watch.
Scott Hargrave, NSW/QLD Scott is Balter Brewing’s multiaward winning head brewer and a regular on some of Australia’s and the world’s most prestigious judging panels including the Great American Beer Festival and the World Beer Cup.
Tina Panoutsos, VIC One of Australia’s leading beer judges, Tina is a beer sensory expert with over 30 years’ experience in the brewing industry in roles across technical and commercial functions.
Tiffany Waldron, VIC A Certified Cicerone® and Pink Boots President, Tiffany is focused on making changes in the world of beer through education and furthering beer culture beyond standard boundaries.
Neal Cameron, NSW A champion of the industry, Neal, amongst many achievements, has built 20 breweries nationally with brewery supplier Brewtique plus was chief judge at the Sydney Royal Beer and Cider Show.
Liam Pereira, NSW Liam is the group venue manager for Sydney’s Batch Brewing Co. A Certified Cicerone® and BJCP judge, he was previously general manager of Sydney Beer Week.
Michael Capaldo, NSW A sales rep at Hop Products Australia, Michael is a qualified and experienced brewer and an accomplished beer judge (GABS, World Beer Cup, Indies, AIBA etc).
Benji Bowman, NSW With a background in Australian craft beer and cider, Benji is now part of the sales team at Capital Brewing in NSW where he leads the beer and quality training for the sales team.
Rosemary Lilburne-Fini, NSW
Jamie Webb-Smith, NSW
Now calling Sydney home, Certified Cicerone® Rosemary has spent the last five years working in premium beer outlets in both the on-premise and retail channels. @libationslady.
Previously a brewer at The Australian Brewery, Jamie is currently head brewer at Yulli’s Brews in Sydney. He’s a home brewer turned pro, who completed the NSW TAFE microbrewing course.
Josh Quantrill, NSW Currently Beerfarm’s head of sales, Josh is a Certified Cicerone® who’s had a long and varied beer career. He strives to help grow and expand the footprint of Australian craft beer.
As published in Beer and Brewer Autumn 2021
48 | National Liquor News
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The Brew Review
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Dainton Beer Equalizer
Exit Brewing Session Ale
Malt Shovel This is our XPA
Rocky Ridge Session Ale
Wilson Brewing Shiver Me Gingers
ABV: 4.7% Style: Hazy Pale Ale
ABV: 3.5% Style: Session Ale
ABV: 4.8% Style: XPA
ABV: 4.6% Style: Session Ale
ABV: 4.5% Style: Ginger Beer
A hazy that can be appreciated by all palates, this smashes it out of the park by combining the great sessionability of a Pale and the flavour profile and complexity from a hazy. You’ll find aromas of passionfruit, stone fruit and citrus on the nose before you sink your teeth into a tropical, mango, orange and juicy Pale Ale with just enough bitterness to keep as your fridge filler.
Food: Wagyu burger
This is an example of a bright, clean and beautifully easy drinking session ale that pours straw to pale gold in colour. It leans into some of the more impactful, tropical hops that convey light tropical and citrus aromas and flavours to deliver a beer that could satisfy all beer drinkers. Consistent and accountable, you can be sure that no one will be disappointed by this beer.
dainton.beer
Food: Cheese platter
A perfectly enjoyable XPA for year round, any occasion drinking that would match with most food styles. There is some yeast character that hints at the larger brewery strains, but American hops are present and correct, delivering well executed citrus and tropical flourishes plus the upright malt backbone is a drinking chiropractor’s dream, with licks of restrained honey-like sweetness adding an overall balance here.
Among a slew of edgy and creative beers sit some better described as restrained and simple, but still very delicious. This Rocky Ridge mainstay is one of those. Aussie hops yield vibrant passionfruit, citrus and tropical aromatics plus a light and balanced bitterness. A straw coloured body and dense white head complete the picture with some breadiness and clean yeast profile ensure drinkability and a tight, clean finish.
Ginger beers have found their way into the commonplace for Aussie craft breweries. Wilson’s isn’t just an alternative shelf filler however, with the Albany brewers knocking up a sweet and sour, ginger-dominant thirst buster that’s vibrant and where delicately spiced ginger is up front and carried by a spritzy carbonation of fine, lasting bubbles. Some light yeasty esters bump the aromatics and help balance a robust ginger flavour profile.
Food: Jaffles
Food: Salty, fried food
Food: Asian
maltshovelbrewers.com.au
rockyridgebrewing.com.au
wilsonbrewing.com.au
exitbrewing.com
Margaret River Kolsch
Margaret River Zappa Single Hop
Margaret River Groper
Boston Brewing Boondie
Boston Brewing Afterglose
ABV: 4.7% Style: Kolsch
ABV: 6.5% Style: West Coast IPA
ABV: 3.5% Style: Session IPA
ABV: 5% Style: Rye Pale Ale
ABV: 4.5% Style: Raspberry Gose
This is the epitome of a crowd-pleaser. At just 23 IBU and 4.7% it’s easy drinking but one with plenty of character thanks to noble hops, including Tettnang and Hallertau, a primarily Pilsner grist, with a couple of specialty malts and an uber clean yeast profile. Light bittering allows bready malt character to shine while some earthy and herbaceous hop characters are present in nose and palate.
This is well put together and does a great job showcasing the woody, herbaceous Zappa hop alongside a malty, medium body that offers a brilliant pour and a lacey, offwhite head. Spice and a defiant herbaceous character lead to some gentler tropical and citrus flavours. Well backed by some malt character, a moderate bitterness persists, along with a touch of sweetness and a long-lasting finish.
A mid-strength that offers a decidedly English disposition, being brewed with EKG and Fuggles hops, Marris Otter malt and fermented with a fruity, estery English yeast strain. Citrus, earth and spicy hop character is present, though gentle, and contrasts fruity yeast aromas, while oats and caramel malts add rich toffee colour, balanced malt sweetness and a moderate body with a persistent off-white head.
Food: BBQ meats
Food: Roast chicken
Food: Fish & chips
Pours a striking burnt orange hue with a dense, pure white head. It bulges with aromatics of fresh citrus, gentle herbaceous character and a touch of spice. A clean yeast profile allows hops to play lead, though on tasting, an amalgamation of bold hop character and complex malt flavour is firmly on display. Caramel, toffee and rye spice intertwine elegantly with bright lemon and orange peel, supported by tropical fruits and delicate earthy notes.
A lesson in balance and restraint. Offering up all the delight of a fruited sour in perfect quantity and harmony. A slightly hazy, pale pink-orange pour with tight beaded bubbles leads into a saline tinted nose of sour berry and citrus. On tasting, it offers up a prominent tartness that is cut with a gentle but distinct saltiness, some underripe fruit and raspberry notes are present and long lasting. A clean finish, with just a touch of lingering acid.
margaretriver
margaretriver
margaretriver
Food: Soft cheeses
brewhouse.com.au
brewhouse.com.au
brewhouse.com.au
Food: Fried cheese croquettes
bostonbrewing.com.au
bostonbrewing May 2021 | 49
Wine Tasting Review
Classic Cabernet Sauvignon
The National Liquor News tasting panel sipped and swirled their way through a superb selection of Cabernet Sauvignon this month. Here are their highest scoring wines across three price brackets.
Panels Picks
The Panel ➤
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M ichael Mcintosh, Fine Wine Brand Ambassador, Accolade Wines C hristine Ricketts, Wine Educator, Endeavour Group B rian Chase Olson, Director, Blend Public Relations alvatore Margiotta, S State Sales Manager for NSW & ACT, Delegat Limited D ean Korman, National Account Manager, Constellation Brands A ndy Dean and Andy Pope, Co-founders, The Tasting Glass T om Czerski, Wine Educator J ames Wells, Group Publisher, The Intermedia Group Craig Hawtin-Butcher, Group Publisher, The Shout NZ and World of Wine A ndy Young, Editor, The Shout and Bars & Clubs
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
50 | National Liquor News
Taylor’s The
Pepperjack
Briar Ridge Cold
Visionary Cabernet
Cabernet
Soaked Cabernet
Sauvignon
Sauvignon
Sauvignon
Region: Clare Valley
Region: Barossa
Region: Orange
VIN: 2015 LUC: $118.25
VIN: 2018 LUC: $21.05
VIN: 2018 LUC: $12.70
Distributed by: Taylor’s
Distributed by: Treasury
Distributed by: Free Run
Wine Estates
Distributors
“Cooler climate style, herbaceous nose, sweet blackberry fruit, lovely balance.” – Salvatore Margiotta
“This is an excellent example of a classic Cab Sauv, delivering a higher than average ABV, it’s well-balanced with a hint of medicinal. Highly enjoyable.” – Craig Hawtin-Butcher
“A luxurious, silky and velvety mouth feel. Impeccable and elegantly balanced with blackcurrant, cassis and a cedar oak spice. Wonderful enduring finish. This would be the showstopper at any dinner party.” – Andy Dean and Andy Pope
Wine Tasting Review
LUC over $25 Leconfield The
Brown Brothers
Sydney Reserve
Patricia Cabernet
Cabernet Sauvignon
Sauvignon
Region: Coonawarra
Region: Victoria
VIN: 2016 LUC: $53.73
VIN: 2016 LUC: $38.71
Distributed by:
Distributed by:
Leconfield Wines
Brown Family Wine Group
“A deep, dark red colour lets you know straight away that this is a serious wine and the nose follows with ripe blackcurrant, tobacco and earthy liquorice.” – Andy Young
“Silky, bright, very impressive wine. Lots of potential for aging.” – Brian Chase Olson
Brand’s Laira One
Château Tanunda
Seven One Cabernet
50 Year Old Vines
Sauvignon
Cabernet Sauvignon
Region: Coonawarra
Region: Barossa
VIN: 2015 LUC: $51.60
VIN: 2017 LUC: $45.85
Distributed by:
Distributed by:
Casella Family Brands
Crush Wine and Drinks
“Refreshingly medium bodied, with grippy but well balanced tannins. A woody, lightly smokey spice, laced with dark berries and black fruits. Excellent drinking now but will also age super nicely.” – Andy Dean and Andy Pope Streicker Ironstone Block Old Vine Cabernet Sauvignon Region: Margaret River VIN: 2014 LUC: $29.56 Distributed by: The Wine Gang
“Crisp, dry wine with lemon and lime citrus aromas and balanced fruit palate.” – Andy Young
Brian Chase Olson Director Blend Public Relations
Special thanks
National Liquor News would like to thank Sydney Wine Academy students for their help carrying out the tasting. This month’s tasting was assisted by Alec Wagstaff and Jerry Meades.
Fox Creek Three Blocks Cabernet Sauvignon
Food Pairing
Region: McLaren Vale VIN: 2018 LUC: $38.00 Distributed by:
(WA), direct from winery (all
Pure Wine Co.
other states)
“Blackberry and eucalypt nose, mulberry, blackberry and black olive. Many years ahead!” – Salvatore Margiotta
“The wine is so balanced and integrated, showing the complex characteristics of age. It’s generous on the palate but tight in all the right places.” – Michael Mcintosh
“Those that had quality fruit at the core really stood out as under ripe ones did not impress. Great to see quality and diversity in styles as we moved up the ladder.”
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“ Roast lamb with rosemary and garlic or mushroom risotto and lots of parmesan.” – Christine Ricketts “ I love a rib eye on the bone. You want some fat to cut through the tannins,” – Dean Kornman “ Barbecued fillet steak (rare of course!” – Salvatore Margiotta
May 2021 | 51
Wine Tasting Review
LUC $15-$25 Peter Lehmann The
Yalumba The Cigar
Barossan Cabernet
Cabernet Sauvignon
Sauvignon
“Entry level Cabernets can lose varietal characteristics. The expensive wines can be integrated and complex or can fall foul to winemaker influence.”
VIN: 2017 LUC: $22.60
VIN: 2019 LUC: $15.05
Distributed by:
Distributed by:
Samuel Smith & Son
Casella Family Brands
“Interesting layers with great length.” – Christine Ricketts
Château Tanunda Grand Barossa Cabernet Sauvignon Region: Barossa VIN: 2019 LUC: $16.56 Distributed by: Crush Wine and Drinks
“Fruit forward style of juicy Cabernet. Plush array of berries and leafy notes. Delicious layers of mocha and floral spice.” – Christine Ricketts
Editor’s Picks ➤
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t Hugo Cabernet S Sauvignon 2017 , Coonawarra, LUC $37.11 (Pernod Ricard) eoff Merrill Wines Parham G Cabernet Sauvignon 2016, Coonawarra and McLaren Vale, LUC $58.05 (Geoff Merrill Wines) ingbolt Cabernet R Sauvignon 2019, Margaret River, LUC $19.40 (Samuel Smith & Son) epper Tree Cabernet P Sauvignon 2018, Coonawarra and Wrattonbully, LUC $13.44 (Déjà Vu Wine Co.)
52 | National Liquor News
“Subtle nose. Black fruit driven
palate, emerging tannins. Lovely savoury character.” – Salvatore Margiotta
d’Arenberg The High
Michael Mcintosh Fine Wine Brand Ambassador Accolade Wines
Region: Coonawarra
Region: Barossa
Trellis Cabernet Sauvignon Region: McLaren Vale VIN: 2018 LUC: $15.05 Distributed by: Off the Vine (WA), Empire Liquor (SA), Young & Rashleigh (ACT/NSW), The Wine Company (VIC), The Wine Tradition (QLD).
“Strong and bold tannins. Earthy, tobacco spice with hints of cloves. A few more years in the bottle will soften this out nicely and provide a longer finish.” – Andy Dean and Andy Pope
La Boheme The Missing Act
Longview Devil’s
Cabernet Sauvignon
Elbow Cabernet
Region: Yarra Valley
Sauvignon
VIN: 2018 LUC: $15.73
Region: Adelaide Hills
Distributed by: De Bortoli
VIN: 2019 LUC: $17.20 Distributed by: Pure Wine Co
“An intense ruby colour with purple hues that leads into an elegant full mouth feel. Spice and blackcurrant aromas with dark stone fruit flavours coming through, and a touch of dark chocolate bullets.” – Andy Young
(SA/QLD/WA), Sante (VIC), Young and Rashleigh (NSW), Fine Drop (Tas)
“Warm spices on nose. Classic cassis alongside nutty almond notes. Balanced ripeness. Food friendly style.” – Michael Mcintosh
Wine Tasting Review
LUC $15 and under Cockfighter’s Ghost
Pepper Tree
Single Vineyard
Cabernet Sauvignon
Cabernet Sauvignon
Region: Wrattonbully and
Region: McLaren Vale
Coonawarra
VIN: 2018 LUC: $14.87
VIN: 2017 LUC: $13.44
Distributed by: Agnew Wines
Distributed by:
Cabernet Sauvignon facts ➤
Déjà Vu Wine Co.
“Touch of oak on the nose but the plum and blackcurrant bouquet stand out. Fruit and oak notes carry through into the palate with elements of spice and elegant tannins.” – Andy Young
“Bursting with super juicy red fruit, this has a mouthwatering acidity. Well balanced with soft fine tannins and a cassis like ‘sweetness’ from all that fruit.” – Andy Dean and Andy Pope
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McPherson Wines MWC Cabernet
Taylors Promised
Sauvignon
Land Cabernet
Region: Victoria
Sauvignon
VIN: 2019 LUC: $12.90
Region: South Australia
Distributed by:
VIN: 2019 LUC: $11.02
The Tahbilk Group
Distributed by: Taylors Wine
“A juicy and very easily smashable Cab! On the palate is raspberry and red fruit, tied in with a bold vanilla flavour think raspberry ripple ice cream. A gentle spice. Really delicious, fun and not too serious.” – Andy Dean and Andy Pope
“A very blackcurrant-led nose, with aromas like a eucalyptus forest floor. Solid oak to bring a touch of spice and tobacco with hints of dark chocolate.” – Andy Young
Thorn-Clarke Tyrrell’s Beside Broke Road Cabernet Sauvignon Region: Margaret River VIN: 2019 LUC: $11.50 Distributed by: Tyrrell’s
“A vibrant, enticing colour that draws you into an enjoyable wine with solid structure and enjoyable fruit. A wine that is uncomplicated and ready to drink now.” – Andy Young
Sandpiper Cabernet Sauvignon Region: Barossa VIN: 2019 LUC: $13.20 Distributed by: Mezzanine The Fine Wine Specialist
“Good varietal typicity. Dark brambly fruit. Leafy and herbal finish. Little short.” – Michael Mcintosh
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C abernet Sauvignon is the most planted wine grape in the world and is a halfsibling of Merlot. I nternational Cabernet Sauvignon Day is celebrated every August 30. T he most expensive bottle of Cabernet Sauvignon ever purchased was a Screaming Eagle Cabernet Sauvignon 1992, which went for $500,000 at a charity auction in 2000. A fter Shiraz, Cabernet Sauvignon is Australia’s second most planted grape in the country, while France is the world’s largest producer of Cabernet Sauvignon.
“Entry level wines had fruit fall away and they were simple, easy wines – well-made but simple. Mid range wines would be good with food and top end wines were youthful and will develop.” Christine Ricketts Wine Educator Endeavour Group
May 2021 | 53
Shop Talk
Shop Talk We talk shop with Liquor Marketing Group and Treasury Wine Estates, and hear about how the companies collaborated on the same goal around a single brand.
The connection between retailer and supplier is an important one, both on the individual store and representative level, but also on the higher level. This has been proven by a recent collaboration between Liquor Marketing Group (LMG) and Treasury Wine Estates (TWE) around a single goal to the make Wynns Coonawarra Estate LMG’s fastest growing red wine brand. That goal has come to fruition just in time for winter, the peak drinking time for red wine. Through a number of execution tactics, new and existing shoppers of the Wynns brand were engaged and educated, leading to growth of 54.7 per cent at LMG in the 12 months ending March 2021. Representatives from the two companies talked
promotional planning, and a cohesive approach across in-store and online. The
National Liquor News though the collaboration and
first step was an education campaign for LMG’s field team, with each staff member
how it worked.
receiving a bottle of the wine to try in a virtual wine tasting with winemaker at
Matthew McEvoy, LMG’s National Merchandise Manager – Wine and Harry Brown, said: “In 2020
Wynns Coonawarra Estate, Sue Hodder. These teams then filtered the education through to the LMG members themselves in the stores.
LMG and TWE undertook a series of joint business
“To complement the education campaign, LMG also rolled out a strong
planning sessions to develop some long-term business
marketing plan to showcase Wynns Coonawarra and bring new shoppers into our
goals centred on driving new growth for both parties.
members’ stores. Specific tactics included: in-store POS and displays, activations
“LMG already had strong performance for the
and Wynns Black Label LMG exclusive gifting, Wynns branded Bluetooth speakers,
Wynns brand; however, these discussions uncovered
promotions in print and digital catalogues, and other social and digital shopper
an opportunity to enhance the position of the $15+
engagement initiatives,” McEvoy added.
Cabernet Sauvignon segment - an area that was
Through such tactics the businesses were able to reinvigorate sales growth for a
underperforming in the independent sector compared
respected, established and esteemed wine brand. McEvoy said this confirmed the
to the total market. It was decided that the focus
hypothesis for LMG and TWE: “that consumers are looking for trusted brands in
on this collaboration project would be on Wynns
premium wine – even in the independents channel.”
Coonawarra The Siding Cabernet Sauvignon.”
For Johnson, the partnership showed how much value can come from close
Luke Johnson, TWE’s Account Manager LMG,
relationships between brands and suppliers. He said the core formula for success in
summarised the potential impact that was predicted,
these relationships is to make sure everyone is: “agreeing up front. Having a shared
and said the two companies: “saw the opportunity to
goal and collaborative approach is key so everybody wins – including the consumer.
grow the premium wine category and give LMG a
“The beauty of our collaborative, transparent relationship and shared goals is
point of difference to their competitors.” The strategy alongside the collaboration had a number of moving parts, from education to 54 | National Liquor News
what helps drive success on both sides. We saw outstanding growth on the Wynns brand in LMG with almost 55 per cent growth; and a by-product is that we now have a workable model to use for forward planning on other brands.”
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