AUSTRALIA’S LEADING LIQUOR INDUSTRY MAGAZINE
vol. 39 no. 9 - October 2020
THE CREW YOU CAN STILL SEE
#STANDFAST
CONTACT WILLIAM GRANTS & SONS FOR FURTHER INFORMATION (02) 9409 5100 OR WGSA.CUSTOMERSERVICE@WGRANT.COM WWW.WILLIAMGRANT.COM
If you’re not reading
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National Liquor News is the only independent, impartial, trade journal published in our industry today. In these tough times, more than ever, it’s critical to keep the lines of communication open and National Liquor News has both the readership and the journalistic integrity to achieve this.” CHRIS O’BRIEN G E N E R A L M A N AG E R , L I Q U O R B A R O N S
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National Liquor News is a great source of information as it brings together all the stories and issues from across this great industry. It packages up special interest, consumer trends, new product innovation, and current affairs all into the one easy-to-read format.” ANDREW WILSMORE C E O , A LC O H O L B E V E R AG E S A U S T R A L I A
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National Liquor News really is the fastest way to get your message across to the whole Australian liquor industry. It’s as important to our members as the Financial Review is to the business community. When you’re looking for answers on any liquor issue then it’s always the first port of call. Basically if it’s happening in the liquor industry then you can guarantee they are across it.” PETER PECK C E O , L I Q U O R S T O R E S AS S O C I AT I O N O F W E S T E R N A U S T R A L I A
then you’re not up to speed on the latest trends, NPD, new releases and best practice running a liquor store, but don’t take our word for it…we asked some of the industry what they think.
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National Liquor News delivers multiple purpose for me. The topical content on market trends and industry news helps us all to keep in touch with important information and in some cases, validates our promotional plans. It’s also a great platform to read the thoughts and opinions of our industry leaders on various topics across the national market.” VA U G H A N P E T E R S N AT I O N A L T R A D E M A N AG E R , L I Q U O R L E G E N D S
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We find National Liquor News to be a forum of valuable expertise between industry colleagues, inspiring each other in the journey to successful achievements. It is an effective medium to foster the co-operative’s mission with the publication’s extensive and esteemed following.” PA U L E S P O S I T O CEO, INDEPENDENT LIQUOR GROUP
S U B S C R I B E : shop.nationalliquornews.com.au A DV E R T I S E : Shane T Williams – stwilliams@intermedia.com.au E D I T O R I A L : Brydie Allen – ballen@intermedia.com.au
Editor’s note
Editor’s note
WE ENCOURAGE RESPONSIBLE DRINKING Get the facts DrinkWise.org.au
Welcome to the October issue of National Liquor News. PUBLISHED BY: Food and Beverage Media Pty Ltd A division of The Intermedia Group 41 Bridge Road GLEBE NSW Australia 2037 Tel: 02 9660 2113 Fax: 02 9660 4419
Well this is it, my final editor’s note. The past five and a half years have been like no other and it’s been the most incredible journey being able to
Publisher: Paul Wootton pwootton@intermedia.com.au
immerse myself in the liquor industry. I’ve drank, dined, and rubbed shoulders with so many of the
Managing Editor: Deborah Jackson djackson@intermedia.com.au
amazing people who make up our nation’s liquor
Journalist: Brydie Allen ballen@intermedia.com.au
industry, and have treasured every moment.
General Manager Sales – Liquor & Hospitality Group: Shane T. Williams stwilliams@intermedia.com.au
The highlights are too many to count, however one that I will always remember would be when I got to relive my teenage fan girl days by interviewing the members of 90s boy band, and
Australia’s drinks industry is huge, vibrant
now brewers, Hanson, while sipping beers with
and with many layers, and it’s become that way
them at Young Henry’s.
with innovation. One of the most surefire ways
I hand over the reigns to our wonderful
to excite consumers is to give them something
journalist, my friend, Brydie Allen (pictured).
they’ve never seen before, and this is often the
She will seamlessly carry the National Liquor News
beginning of new trends.
flame, and keep this publication as the country’s leading source of liquor retail news.
From world-first flavours and techniques to groundbreaking multi-category hybrids
While the trips away, once in a lifetime
and everything in between, Brydie Allen has
experiences and sublime beverages have been one
investigated the opportunity of innovative
thing, what has really made my tenure so special
beverages from page 33.
are the people I’ve met, many of them now friends
Also in this issue our friend’s at IRI have explored
for life. I look forward to being a keen reader of
two categories that have returned to growth during
NLN, and can’t wait to see the heights the industry
the pandemic and they predict will continue to be
scales in a brave new post-pandemic world. Hard
in demand in the months to come; these are casked
times come and go, but they only make the good
wine (page 28) and mainstream beer (page 13).
times even sweeter. for the busy Christmas trading period, we’ve
please do feel free to find me on LinkedIn or social media and stay in touch.
demand this summer, including RTDs, sparkling
Cheers for the last time,
wine and rum/spiced rum.
Deb Jackson
The Intermedia Group’s Environmental Responsibility The Intermedia Group takes
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4 | National Liquor News
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The wrapping used in the
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Disclaimer
investigated some categories that are sure to be in
As part of our company policy
Group Art Director – Liquor and Hospitality: Kea Thorburn kthorburn@intermedia.com.au
And so, it’s time for me to say goodbye, but
Looking to this issue of NLN, and as we prepare
continuously strive to improve our
Photographer: Shane O’Neill
National Liquor News proudly partners with Retail Drinks Australia.
This publication is published by Food and Beverage Media Pty Ltd (the “Publisher”). Materials in this publication have been created by a variety of different entities and, to the extent permitted by law, the Publisher accepts no liability for materials created by others. All materials should be considered protected by Australian and international intellectual property laws. Unless you are authorised by law or the copyright owner to do so, you may not copy any of the materials. The mention of a product or service, person or company in this publication does not indicate the Publisher’s endorsement. The views expressed in this publication do not necessarily represent the opinion of the Publisher, its agents, company officers or employees. Any use of the information contained in this publication is at the sole risk of the person using that information. The user should make independent enquiries as to the accuracy of the information before relying on that information. All express or implied terms, conditions, warranties, statements, assurances and representations in relation to the Publisher, its publications and its services are expressly excluded save for those conditions and warranties which must be implied under the laws of any State of Australia or the provisions of Division 2 of Part V of the Trade Practices Act 1974 and any statutory modification or re-enactment thereof. To the extent permitted by law, the Publisher will not be liable for any damages including special, exemplary, punitive or consequential damages (including but not limited to economic loss or loss of profit or revenue or loss of opportunity) or indirect loss or damage of any kind arising in contract, tort or otherwise, even if advised of the possibility of such loss of profits or damages. While we use our best endeavours to ensure accuracy of the materials we create, to the extent permitted by law, the Publisher excludes all liability for loss resulting from any inaccuracies or false or misleading statements that may appear in this publication. Copyright © 2020 - Food and Beverage Media Pty Ltd
Contents October 2020
Regulars
Wine
10 News: The latest liquor
16 Yes way Rosé: Our pink
industry news for retailers around Australia
drinks photoshoot 24 Wine Australia:
18 Marketplace: Connecting
Australian Cabernet
brands with liquor retailers 25 DrinkWise: Awareness is
Sauvignon is in demand 28 IRI: The comeback of
key for moderation 32 Retailer Profile:
the ‘goon’ bag 40 Sparkling Wine:
Liquor Barons Hillarys 52 Industry Profile:
Lovely bubbly 54 Wine Tasting Review:
Shane Tremble 58 Shop Talk: Bentspoke and Plonk
Retail Focused 14 ALM: Owned and exclusive portfolio 22 Retail Drinks Australia: Tactics of the anti-alcohol sector 23 Alcohol Beverages Australia: Getting Australia back together 26 Strikeforce: An integrated approach to growth 30 Shopper Insights: Hard seltzer growing pains 33 Drinks Innovations: An industry of innovators
6 | National Liquor News
Rosé, a summer favourite
Beer 13 IRI: Mainstream beer is back
Spirits 8 Cover Story: Sailor Jerry goes all in 44 Summer RTD: Ready-to-Drink from home 48
Rum: The best is yet to rum
SELTZ-AHHH Smirnoff Vodka & lightly flavoured sparkling water.
NEW
NO
CA
70
S
E
LORI
R
S
UGA
Cover Story
Sailor Jerry goes ‘all in’ to support local artists Sailor Jerry has gone back to its music roots by partnering with local artists to support them through these uncertain times.
The year 2020 has taught us nothing more than
And the exclusive gigs were also live streamed
that in times of hardship and adversity, the liquor
across the Sailor Jerry Instagram page to allow fans
industry comes together to support its own. For
right across the country to tune in, even if they were
Sailor Jerry, this has meant going back to its roots
in lockdown.
with the launch of an 18 month activation plan linked to ‘all in’ music.
“Our new music series is our commitment to standing fast and we’re looking forward to our fans
Consumers are missing live music experiences and
joining us in getting behind the music industry and
‘all in’ moments and Sailor Jerry is helping to bring
raising a glass to the legends that make it tick,” says Rose.
this back by supporting the industry and partnering
“We may all be separated physically at the moment but if
with likeminded music brands.
we stand fast together, we will come out the other end.”
The Sailor Jerry brand is synonymous with tattoos,
To continue the music association into 2021, Sailor
with the brand’s namesake Norman Keith Collins aka
Jerry has signed up for a partnership with one of the
Sailor Jerry being widely recognised as a key influence
world’s most iconic music brands, Rolling Stone.
in the art of modern tattooing. It’s also synonymous
Hannah Ellerkamp, Brand Manager for Sailor Jerry,
with music, with the Sailor Jerry Festival being held
told National Liquor News that ‘Sailor Jerry’ Norman
every year to honour Collins’ legacy.
Collins lived his life to the fullest going “all in” with
As such, in August Sailor Jerry launched a
everything he did. So for the Sailor Jerry brand it is all
#supportyourlocalartist campaign, where the brand
about partnering with other like-minded businesses
partnered with independent bands including The
– and Rolling Stone is one of those.
Dead Love, Polish Club and Eat Your Heart Out,
“Next year we will become the Platinum Partner
to bring live music experiences back to Sydney and
for the Rolling Stone Awards. The event will be in
around Australia.
March and that is probably as much as I can tell you
Sailor Jerry Brand Ambassador, Lucille Rose, said,
but we are super excited to be a part of this exclusive
“At Sailor Jerry, we stand strong and we stand together
event. There will be some really top talent performing
through tough times, adversity and hardship.”
and all I can say is watch this space,” she said.
It wouldn’t be Sailor Jerry without tattoos, so fans
And in speaking about what’s to come for the Sailor
that managed to snap up one of the limited tickets
Jerry brand, Rose continued: “Just stay tuned for what
had the opportunity to be inked with a new tattoo,
we’ve got planned for next year because there’s going
allowing the brand to support tattoo artists as well as
to be a lot of music, a lot of rum, a lot of tattoos and
local music acts.
a lot of fun.”
8 | National Liquor News
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“Our new music series is our commitment to standing fast and we’re looking forward to our fans joining us in getting behind the music industry and raising a glass to the legends that make it tick.” Lucille Rose Brand Ambassador Sailor Jerry
Liquor news straight to your inbox For the latest liquor retail news, subscribe to the National Liquor News e-newsletter
www.theshout.com.au/national-liquor-news
News The latest liquor industry
For retailers around the country
Victoria needs our help Uncertainty abounds for drinks producers in Victoria and smaller producers especially need help to get through these unprecedented tough times. Josh Walker, Owner and Distiller at The Timboon Railway Shed Distillery, said: “Lockdown has had a huge impact on our business, revenue is down by around 95 per cent.” It’s a similar story across the whole state and in the beer and wine sectors as well, with many producers noting the second lockdown hit differently to the first. A common
Liquor Legends adapts quickly to pandemic disruption While the pandemic has understandably shaken businesses around the country, the hard times are also a chance to be agile by
message these producers have for the rest of the country revolves around buying their products, but extends to the general idea of supporting local, small and independent businesses, making informed decisions both as a retailer and as a consumer. Melanie Sheard, Distiller and Director at Imbue Distillery
thinking differently, trying new things and finding your point of
said: “Don’t just buy small brands… buy from companies and
difference in a changing retail environment. And for the Liquor
distributors that support local and independent, as a higher
Legends banner group, this kind of adaptability has proven to be
margin will go back to the actual producer that way.”
beneficial from a business standpoint. Liquor Legends Managing Director John Carmody said: “2020 has
Richard Jeffares, CEO of Two Bays Brewing Co, added: “I think [local product fridges] are a great way of calling
been confronting and challenging for the industry which has forced
out a product, letting people know what the bottle shops
a lot of businesses to break tradition and explore new territories.”
are about, and it resonates really well with the customer…
Carmody said Liquor Legends is experiencing 25 per cent plus
and I think it works very well for the retailer as well,
growth week on week while also recruiting an average 8,000 new
improving that part of their business and being seen as
Rewards customers per month.
part of the community.”
This is putting members in good shape for Christmas and
Melanie Gilchrist of Rob Dolan Wines in the Yarra
Carmody described: “prepared for the opportunities and
Valley said: “People in other states feel helpless watching
challenges ahead.”
Victoria struggle, but you can be here for us in a really
“We are a forward-thinking bunch at Liquor Legends, so we have years to look forward to. Our focus is on automating our
tangible way. “When you continue to buy our wines, you’re keeping our
internal processes and developing our ‘d-commerce’ platform. It’s
business going and staff in a job. For those willing to go
important we are learning as much as we can and experimenting.
the extra mile, there are ways to make sure your purchase
“Having a go is probably the easiest way to keep up with what’s coming our way. The aim here in my view is to do rather than follow. Act quickly, test and learn, do simple things really well using new technology. Now more than ever is a time for us to provide real solutions to grow our members gross profit dollars and inspire our customers.” Agility has been something that has helped Liquor Legends throughout this pandemic period, and is made possible by the group’s focus on attention to detail through data insights. Carmody said they have systems in place to provide live insights, allowing them to share valuable insights with members and suppliers which has assisted them in “planning and preparation” during this time.
10 | National Liquor News
gets the best return for struggling wineries.”
News
Introducing
S PA R K L I N G
R O S É
Champagne’s 2020 harvest labelled ‘outstanding’ This year’s Champagne harvest is the
Comité Champagne said: “Last year
earliest on record, with some crus
a new temperature record was set
beginning their picking on 17 August,
(42.9°C), and July 2020 was the driest
and Comité Champagne says the grape
ever recorded. Due to the drought,
quality is “outstanding”.
the weight of berries was lower than
The exceptional patterns of 2018 and
excellent. The musts are balanced
harvest is the first requirement for the
and fruity, with a fine freshness and
production of a Grand Vin, and weather
a grand show of aromas. Alcohol
conditions were just right to deliver that.
measured in the musts range between
February, followed by heat and drought
ty!
average, but their condition was
2019 continued into 2020. A top-quality
The year began with high rain in
Join the Par
10-10.5 per cent vol. “A run of three superb harvest
conditions in mid-March, with vines
years means Champagne should be
budding 16 days ahead of the 10-year
ready to offer exceptional blends
average. This head start was maintained
and vintages in a few years, fit to
with an exceptionally rapid ripening
celebrate the event for which the
dynamic right up to the week before
whole world is now waiting: the end
harvesting commenced.
of the COVID-19 pandemic.”
The Gin Queen launches the Ginporium The Gin Queen, Caroline Childerley,
“Having thought we were slightly
and well-known writer Inoka Ho have
crazy launching a new business during
joined forces to launch an online gin
a pandemic, particularly as the two of
store called The Ginporium.
us are in separate states and can’t even
With so many gins and gin styles available it can be daunting for
get a shot of us together,” she said. “However, Inoka and I have been
consumers to know exactly what to
overwhelmed by the positive response
pick and to be sure they are buying a
from customers, as well as brands.
gin they will like. To combat this issue
We’ve hit our projections faster than
The Ginporium features a personal gin
we planned after only four weeks.”
concierge, which guides consumers to the right gin. With Childerley based in Victoria, she
The Ginporium is the latest lockdown project for Childerley, who earlier this year catalogued 500
told National Liquor News, that while the
Australian gins that are now available,
store is already proving popular, there
although that number has increased to
have been some challenges for the pair.
600 since May.
w w w.l e co n f i e l dw i ne s . c o m
October 2020 | 11
News
Key new consumer trends emerging in alcohol industry GlobalData has identified three new consumer
‘New Initiatives’ is significant during the
trends developing over the course of the pandemic
pandemic and one example is how alcohol
which will inevitably influence the alcohol industry:
producers have shifted to making sanitisers.
‘New Socialising’, ‘New Initiatives’ and ‘More
Konishi noted: “A sizeable number of
Health’. GlobalData’s latest report, Coronavirus
consumers are expecting to see initiatives
(COVID-19) Case Study: Alcoholic Beverage
taken by brands during the pandemic, as well
Innovation, looks at these trends.
as after the pandemic, while 37 per cent of
‘New Socialising’ emerged as in home consumption increased during the on-premise shut
More newsletter reads ➤
consumers are specifically seeking brands’ sustainability initiatives.”
down. Mitsue Konishi, Senior Innovation Analyst at
The ‘More Health’ trend was on the increase
GlobalData, said: “One key consideration will be
before COVID-19 and is set to increase further as
catering to premium and budget-friendly alcoholic
the global health crisis has consumers concerned
innovations to allow consumers to capture the bar
about physical and mental health.
quality drinking experience at home. In particular,
“Alcoholic beverages with positive health
flavoured alcoholic beverages such as RTD
attributes such as low calorie and sugar content
cocktails are already growing, seeing 12 per cent
will appeal to these health-conscious consumers.
increase in volume sales globally compared with
Hard seltzers are trending, as they have these
2018 and 2019. Premiumisation in this category is
healthier attributes which help to position them
likely to see opportunity here.”
as an aspirational drink,” Konishi said.
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C OVID’s rise sees brewery fall G rape growers unite in new wine label D an Murphy’s rolls out digital screen network S t Agnes XO celebrates double win Sign up to our fortnightly Newsletter by going to this URL: www.theshout.com.au/ subscribe-to-nln
Dan Murphy’s launches Australia-first technology Express drivethrough at Dan Murphy’s Manly Vale
order in the customer’s boot. The technology is expected to let customers be in and out in less than three minutes. This concept is built onto Dan Murphy’s existing direct-toboot retail offering, rolled out during the pandemic to allow contactless ordering and pickup. The only difference is that, before number plate recognition, customers would send a text when they arrived. More than 170 Dan Murphy’s and BWS stores have rolled out the direct-to-boot service since April, and Endeavour Group said the amount of customers opting to use this contactless pickup increased by 61 per cent during FY20. General Manager of Digital, Claire Smith, said this shows the power of technology and innovation with e-commerce.
Dan Murphy’s has become the first retailer in the country to use
“We are using technology to offer increasing convenience to
number plate recognition technology to enhance its customer
customers, and the COVID crisis has accelerated the demand
service offering.
for innovative e-commerce solutions,” Smith said.
The direct-to-boot drive-through concept has been
“Direct-to-boot service started as an idea to help customers
launched at Dan Murphy’s Manly Vale, with plans for the
and team members socially distance, but customers have
technology to be rolled out to more locations later this year.
responded to the convenience of it, so we are not only keeping
Customers will enter their number plate details when they
the service indefinitely, but expanding the offering and making
order online and when they arrive at the drive-through, cameras
it even more convenient – like in the Manly Vale Dan Murphy’s
will scan the plate, alerting team members who will place the
store case.”
12 | National Liquor News
IRI
Guess who’s back, back again? Mainstream beer’s back, tell a friend…
Mainstream beer brands are once again on the rise, writes Geoff Baun, Senior Consultant at IRI Australia. Beer sits at the core of Australian culture and has done
The lockdowns in Victoria and restrictions on
for a long time. In recent years the mainstream beer
venues in many other states has significantly impacted
brands have had a tough time of it in the market with
or completely removed the pub experience from many
the strong growth of the craft beer segment.
Australian lives. This has led to a growing trend of
This trend looked set to continue until COVID-19
the ‘home happy hour’ and recreating this occasion
arrived on the scene back in March and proceeded to
at home. This is significant for the mainstream or
flip everything in its path on its head. Standing out
classic beer brands which are often pub staples but
from the carnage though is one ray of hope, the rise
less often consumed in the home where consumers
once again of many of Australia’s iconic beer brands.
may purchase more premium or craft beers for
The likes of Tooheys, VB, XXXX and Carlton have
entertaining guests. The growth of the ‘home happy
seen the ‘classic’ beer segment reverse several years
hour’ has seen increased purchase of the pub classics
of decline or very low growth to bounce back with
(eg. VB, Tooheys, XXXX, Carlton) being brought into
double digit year on year growth since March 2020
the home. This can be tied in with consumers even
(Source: IRI Marketedge Scan data).
purchasing pint glasses and building their own pub setup to really create the occasion.
What’s driving this resurgence? There are many possible variables but the three key
Getting out the crystal ball
ones to focus on are:
The Average Weight of Purchase (AWOP) for the
• Trust in times of uncertainty;
classic beer segment has increased by 25 per cent from
• Consumers stretching their dollar further; and
Q2 in 2019 to 2020. This works out to approximately
• Recreating the pub occasion at home.
an extra $30 spent on classic beer per household
“The Average Weight of Purchase (AWOP) for the classic beer segment has increased by 25 per cent from Q2 in 2019 to 2020.”
In times of uncertainty it is well documented that
each quarter. This increase in AWOP for the classic
Geoff Baun
consumers will shift to brands that are established
beer segment is significantly more than craft (14
and trusted. This holds true for the ‘rusted on’ brands
per cent) and premium (six per cent) for the same
Senior Consultant IRI Australia
of the mainstream beer segment. Consumers know
comparative time period. We see no reason for this
the likes of XXXX, VB, Tooheys and Carlton well and
trend not to continue into the foreseeable future with
will lean on these brands rather than experimenting
the Australian economy in recession and continued
particularly in the sometimes relatively unknown
outbreaks of COVID-19 restricting a full scale
craft segment.
reopening of pubs and restaurants and therefore in
With many consumers working reduced hours or
home consumption continuing to fuel off-premise
worse still now unemployed this leads to pressure on
sales. We also predict this growth in mainstream or
discretionary spend. Consumers want to stretch their
classic beer to be much more noticeable in the eastern
hard earned dollars further. This clearly lends itself
seaboard states (particularly Victoria and NSW)
to the ‘Classic’ beer segment which operates at the
where restrictions on capacity of venues continue to
lowest price per litre compared to the ‘Premium’ and
be the tightest and therefore the ‘home happy hour’
‘Craft’ beer segments.
more relevant.
■
October 2020 | 13
Australian Liquor Marketers
Superior in quality, value, and margin Australian Liquor Marketers (ALM) is developing its portfolio of owned and exclusive brands to deliver superior margin to its network of Independent Brands Australia (IBA) retailers.
In July this year, Australian Liquor Marketers (ALM)
Benefits to retailers
acquired ownership of Kollaras & Co’s portfolio of
“Our O&E products represent exceptionally good
award-winning owned and exclusive (O&E) brands.
quality for the shopper and the consistency of that
Since then, ALM has been working to build a team
quality remains over time.
dedicated exclusively to growing these brands and making them “sing and perform in the market”.
“They represent excellent value for the shopper in terms of price point for the quality of the product
Murray Riemann, General Manager – Owned &
that they’re buying and really importantly for us as
Exclusive Brands at ALM, told National Liquor News
a wholesaler and the owner of IBA network, they
that the key focus for the O&E portfolio is to deliver
provide the retailers with a superior margin return
quality, value, and margin to Independent Brands
compared to other products.
Australia (IBA) retailers.
“Consumers are seeking quality, value and
“Our strategy is to deliver independent retailers an
consistency. They will try new products if they meet
O&E range that attracts and delights shoppers with
their wants, desires, and requirements. So, we are
consistent quality products that provide excellent
all about making sure that our current portfolio
value for money and enables a superior return for
delivers quality and value, but we’re also preparing
the retailer – and that lines up with our mantra of
the future portfolio to encompass new products and
successful independents.
range extensions.
“So, it’s really important that those three concepts
“We are seeing interest and demand in the liquor
of quality, value and margin come across in everything
market for such attributes as organic, low alcohol and
that we do.”
even zero alcohol, and as we align our portfolio, we
Georgia Kollaras has joined ALM as Senior
will explore those attributes where it makes sense to do
Marketing Manager for the O&E portfolio. James
so. We also don’t have ciders or RTD in the portfolio
Somerset is the new Portfolio Manager, and Nevil
at the moment, but they are certainly on the radar.”
Shah is the new Sourcing and Compliance Manager.
ALM’s review of the O&E portfolio will be complete
These three, along with Riemann are dedicated
soon and the go-to-market strategy will be based on
exclusively to growing the O&E brands and are
its outcomes. But with a strong team in place, and a
currently undergoing a strategic review to, “focus
solid foundation of award-winning brands, the O&E
on the ones which matter and make them bigger
team is confident that they will be able to meet their
and make them better for consumers, retailers and
goal of delivering quality, value and margin to IBA’s
ourselves,” says Riemann.
network of successful independents.
14 | National Liquor News
■
“Our strategy is to deliver independent retailers an O&E range that attracts and delights shoppers with consistent quality products that provide excellent value for money and enables a superior return for the retailer.” Murray Riemann General Manager Owned & Exclusive Brands, ALM
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! é s o R Yes way
R!OT Rosé Spritz In true Riot Wine Co style, R!OT Rosé Spritz is made with only the highest quality ingredients to deliver an easy-drinking and refreshing spritz cocktail – and best of all, it’s sustainably made. An expert balance of bitterness from citrus botanicals like blood orange and passionfruit, married with a slight sweetness from the grape juice to deliver a taste profile that is 100 per cent pure refreshment. R!OT Rosé Spritz is the ultimate summer drink with only 78 calories and 3.6g of sugar per serve. RRP: $22 (four-pack), $110 (24-pack) Distributor: Riot Wine Co. Riotwineco.com.au
16 | National Liquor News
Wolf Blass Makers’ Project Pink Pinot Grigio Made by fermenting free run juice, and enhancing the natural pink colour of the Pinot Grigio skins, this is a light-bodied style with a crisp, dry finish, that’s packed with flavour. Reinvigorating the wine category with this exciting new offering, the Pink Pinot Grigio is underpinned by the brand’s ability to continually create great wines with exceptional quality, consistency and flavour, while celebrating the processes used by its skilled winemakers. RRP: $20 Distributor: Treasury Wine Estates Wolfblass.com
Pink Drinks Promotion
Shot at Empire Lounge Rose Bay
Rekorderlig Blush Rosé Blush Rosé is the latest fruit infusion from premium Swedish cider brand Rekorderlig to hit the market, offering Australians a lighter refreshing rosé cider just in time for summer. A bespoke blend created by the same iconic Swedish label famous for their flavoured cider range, Rekorderlig Cider’s new Blush Rosé is a fresh new taste that features flavours of red berries and a dash of sweet peach, while providing a deliciously dry finish you could expect only of a classic rosé wine. RRP: $20.99 per four-pack Distributor: Coca-Cola Amatil Rekorderlig.com/gb
Grant Burge Sparkling Pinot Noir Chardonnay Rosé NV
Kylie Minogue Signature Rosé
This bottle fermented Pinot Noir Chardonnay Rosé is made from fruit grown in the elevated cool climate regions of the Adelaide Hills, Alpine Valley, and Eden Valley and gently matures in bottle on full lees for an average of 28 months to build mouthfeel and complexity. Blushing savoury pink in hue, this wine reflects its Pinot Noir dominance with rich red fruit on both the nose and palate, accented by dusky florals and sweet spicy notes.
Kylie Minogue Signature Rosé is an elegant blend of 80 per cent Carignan and 20 per cent Cabernet Sauvignon featuring a beautiful pale pink shade with delicate, alluring aromas of fresh summer berries and white blossom. Refined and refreshing on the palate with a fruity, crisp finish. This French Rosé from the sun-drenched southern French coast is delicious on its own or pairs well with salads and seafood.
RRP: $29.99 Distributor: Accolade Wines Grantburgewines.com.au
RRP: $25 Distributor: De Bortoli Wines Debortoli.com.au
October 2020 | 17
Marketplace Connecting brands and retailers
Stone & Wood launches low-alcohol beer Stone & Wood has added a new, lowalcohol beer to its core range, with the release of East Point, a refreshing beer “with a zesty tang” at 2.7 per cent ABV. Even before the pandemic, health and wellbeing was a significant trend
New 4 Pines Extra Refreshing Ale to help the planet
in Australia’s drinks landscape, bringing
The new Extra Refreshing Ale from 4 Pines is now a member of the One Per Cent
as more and more people, particularly
for the Planet global movement, which is helping businesses and individuals take
younger, legal age drinkers, think more
responsibility for the environment.
about what is going into their body.
As part of this movement, 4 Pines will give one per cent of revenue from all
a rise in no and low alcohol products
East Point is lightly-hopped with fruit-
Extra Refreshing Ale sold (on-tap and pack), with the funds being donated to Take
forward varieties, which Stone & Wood
3 and Organic Matters Foundation, two organisations chosen by 4 Pines staff.
says reflects its innovative entry into the
Todd Atkinson, 4 Pines CMO, said: “For us, it’s always been about making sure we leave the world better than we found it. We’re always asking, ‘how can we do better here?’
low-alcohol beer space, while also aligning with the growing wellness segment. “Recent data from the IWSR has shown
“As each year goes on, we’re learning of new ways to be a sustainable and
that increasing consumer interest in
community-minded brewery. We’ve been B-Corp certified for over three years,
‘better-for-you’ products has catalysed
and now as a One Per Cent member, our support of Take 3 and Organic Matters
the development of no- and low-alcohol
Foundation will expand our positive impact.”
beverages, including low-calorie, sugar-free
Chris Willcock, 4 Pines Chief Brewer said: “The brew team had fun with this one. We’ve always wanted to brew our version of a classic Aussie Ale. “Brewing with local Pride of Ringwood and Melba hops gave us some of that
and gluten-free options,” says the brewery. “Stone & Wood has tested this theory in 2020 by brewing low-alc Pilot Batch
classic taste, which defined a generation of Australian beer, with a modern hint of
beers at its Byron Bay Tasting Room
crisp summery fruit aromas.
and Brisbane brewery, with consistently
“It’s been carefully designed for enhanced sessionability, and the fact that it gives back, makes us even more excited for people to try it.” The 4 Pines Extra Refreshing Ale is hitting taps and bottle shops Australia-wide.
positive feedback from drinkers. “East Point aims to cater to consumers looking for a flavourful, low-alc beer option that reflects their health and lifestyle values.”
One Per Cent for the Planet The movement has over 1,500 global members and has seen more than $365m donated to non-profit organisations that work to protect and reduce our impact on the environment.
18 | National Liquor News
The beer is slightly hazy in appearance and will be available in four-packs of 375ml cans or cartons of 16 cans at bottle shops and venues Australia-wide.
Did you know?
Calabria Family Wines secures Canti Prosecco distribution Calabria Family Wines has acquired the Australian distribution of popular Italian prosecco brand Canti, taking over the importing,
In 2016, Canti was the best selling Prosecco brand in the world, selling around 12 million bottles. In 2017 it increased its sales to 20 million bottles.
sales and marketing from Accolade Wines. “This is our first shot into the distribution of wines outside of the Calabria Family Wines brand and we can’t think of a better business to be working with than Canti,” third-generation Sales and Marketing Manager Andrew Calabria said. “Welcoming Canti to the Calabria portfolio is a natural progression for us to grow our footprint in the category and gives us exciting opportunities to expand our network and customer relationships.”
“We see tremendous potential in partnering with the Calabria family in Australia. Like us, they are a multi-generational family
Canti is owned by Fratelli Martini Secondo Luigi S.P.A, one
business, with a rich Italian heritage. Their understanding of the
of the largest Italian family-run winemakers, and since being
market and the category gives us confidence that Canti will
introduced in 2001 the brand has grown its distribution to more
continue its global success as a leading Prosecco label,” Canti’s
than 50 countries.
Gianni Martini said.
Diageo releases The Singleton 12 Year Old in Australia Diageo has launched The Singleton 12 Year Old in Australia and the company says the single malt’s accessible taste profile makes it the perfect starting point for those starting out on their whisky journey. In addition, as a new generation of whisky drinkers look to break the traditional ‘rules’ of single malt, Diageo says The Singleton is ideally positioned to enable this. The Singleton’s launch in Australia with a new serve called the ‘Plus Two’, which
Smirnoff Seltzer hits the market Smirnoff has launched Smirnoff Seltzer, a zero sugar, one standard drink (five per cent ABV), low calorie
supports these accessibility credentials. The ‘Plus Two’ combines
spirit-based drink designed to be enjoyed by all, and
equal 50ml parts of The Singleton 12 Year Old, with 50ml sparkling
perfect for daytime socialising.
liquid and 50ml still liquid, to make an easy at-home cocktail. Melissa Maidment, Marketing Manager for whisky at Diageo Australia, said: “Shaking off the ‘old world’ image of leather armchairs, The Singleton 12 Year Old is setting out to redefine the single malt category. “We talk about The Singleton as a ‘can’ whisky, meaning the consumer can have it any way they like it. There is no rulebook, and the Plus Two serve creates an easy way for those new to the category to experiment at home.” The Singleton 12 Year Old is available now for all liquor retailers with a $74.99 RRP for a 700ml bottle.
Available in three flavours Natural Lime, Raspberry Rosé, and Passionfruit, Smirnoff Seltzer is best served chilled from the fridge, or over ice in a glass. With less than 70 calories per serve, Smirnoff Seltzer has no sugar, is gluten free and low in carbs, offering a great alternative for those looking for a lighter option to wine or beer. The 250ml slim can four-pack retails for $19.99. Natural Lime and Raspberry Rosé are now available in liquor stores nationwide and the Passionfruit flavour is available exclusively to Dan Murphy’s and BWS.
October 2020 | 19
Marketplace
Devil’s Lair celebrates 30 years Devil’s Lair has marked 30 years of winemaking in Margaret River, describing it as cause for pause, reflection, recognition and appreciation. Named after one of Australia’s most significant archaeological sites, the nearby Devil’s Lair Cave, the brand’s vines are rooted in similarly ancient soils which like the cave, were formed centuries before anyone would have thought to grow grapes in the region, and even before Margaret River got its name. It’s this heritage, as well as the decades-long history of winemaking, that Devil’s Lair, which is part of Treasury Wine Estates (TWE), is celebrating now while also looking ahead to the future. Ben Miller, the fourth Senior Winemaker at Devil’s Lair, is actively involved with this. He said: “For 30 years, Devil’s of Margaret River, making flagship red and white wines of
Sapporo refines packaging to drive greater recognition across the range
great style and taste.
Sapporo Premium Beer is refining its bottle packaging for
Lair has celebrated the distinct expression and elegance
“I feel honoured to be able to continue this legacy that began three decades ago, and I want to ensure we continue to produce wines that are as superb and unique for years to come.”
the Australian market, to align more closely to the iconic 650ml Sapporo cans. Sapporo is a fusion of traditional German brewing techniques and Japanese attention to detail, brewed under
Miller’s passion for the classic styles in the Devil’s Lair
licence and distributed in Australia by Coopers Brewery.
portfolio, which includes the Margaret River, Dance with
The new look will see the popular 355ml bottle, which
the Devil, The Hidden Cave, Honeybomb and the 9th
is available in six-packs and 24-bottle cases, transition to
Chamber ranges of wines, also extends into a desire to
incorporate more of the iconic silver branding consumers have
evolve the award-winning wines of the brand and says
come to recognise in Sapporo’s 650ml can.
“watch this space”.
Brand Manager, Chris Levey said Sapporo continues to grow in popularity across Australia as drinkers increasingly seek Winemakers Kirby Graudins and Peter Warr
premium, authentic and more rewarding beer experiences. “The Sapporo origin story is legendary in Japan; one of rebellion, refinement and personal redemption that led to the creation of what is now Japan’s oldest beer,” says Levey. “Australian drinkers have a strong thirst for the Sapporo line and while the packaging has taken on a more refined look, there has been no change to the recipe or great taste.” The Sapporo bottle redesign will be supported by a national marketing campaign, which will roll out across Australia from November.
Watch out for… The Sapporo campaign will feature Japanese Manga artwork, which tells the story of Seibei Nakagawa and his incredible journey as he created Japan’s legendary beer, Sapporo.
20 | National Liquor News
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Retail Drinks Australia
Bringing the tactics of the anti-alcohol sector to light The anti-alcohol sector’s overly alarmist findings can be easily spotted from a mile away, writes Michael Waters, Acting Chief Executive Officer of Retail Drinks Australia.
One of the major aspects of debates around alcohol
misunderstanding of how the online alcohol sector
policy is the constant presence of a number of
actually works. Presumably if they had included point
organisations presenting themselves as ideologically
of sale age verification in the Poll, this figure would
neutral, scientific research bodies. Despite these
have been nowhere near as helpful in pushing FARE’s
outward claims of neutrality, behind the scenes these
narrative with government decision-makers. They
bodies lobby vigorously for stricter alcohol laws at
would not want the truth to get in the way of a good
every corner, pointing to misleading statistics and
story, would they?
dubious research to justify more intrusive regulation
Another one of the anti-alcohol sector’s recent
on alcohol. The plain and simple reason why these
strategic moves was its attempted exposé of Retail
bodies broadly classable as the anti-alcohol sector
Drinks’ national voluntary purchasing limits initiative
hide behind the veil of ‘research’ is that it is politically
launched in late March of this year. In an article
advantageous for them to do so.
authored by the Cancer Council WA and Curtin
One of the main organisations occupying this
University’s National Drug Research Institute, the
space is the Foundation for Alcohol Research and
authors used a peer-reviewed, academic publication
Education (FARE), whose recent release of its Annual
to attack Retail Drinks and its ‘interference’ in public
Alcohol Poll is a demonstrable example of these tactics
health policy. Despite the fact that our proactive
at play. I’ve been on the record many times stating that
initiative centred around responsible retailing and was
this highly ‘selective’ Poll was littered with misleading
delivered in response to early evidence of panic-buying,
facts and figures designed to convince government
the anti-alcohol sector chose to weaponise academia in
regulators that Australia’s alcohol consumption was
its attempt to discredit the alcohol industry.
out of control and that the online alcohol delivery
For the record, Retail Drinks was commended by
sector is reckless, irresponsible and overrun by
Federal and State Government officials for showing
‘cowboy’ operators.
leadership by introducing this self-regulatory
FARE’s overly alarmist findings can be easily
initiative, whereas in stark contrast the ‘so-called’
spotted from a mile away. For instance, the Poll
health experts and anti-alcohol advocates are using
claimed that only 38 per cent of those receiving online
the global pandemic as an opportunity to leverage
alcohol deliveries were checked for ID. However, this
their myopic agenda.
headline figure subsequently splattered all over the
The poorly disguised tactics of the anti-alcohol
media only related to the physical point of delivery.
sector further highlight the imperative to ensure that
It completely ignored age verification occurring at
government policy is only informed by accurate and
the point of sale on a retailer’s website or ordering
reliable data sources, not poorly crafted and misleading
platform beforehand, demonstrating a fundamental
opinion polls masquerading as academic research.
22 | National Liquor News
■
“The poorly disguised tactics of the antialcohol sector further highlight the imperative to ensure that government policy is only informed by accurate and reliable data sources.” Michael Waters Acting CEO Retail Drinks Australia
Alcohol Beverages Australia
Getting Australia back together Alcohol Beverages Australia (ABA) CEO, Andrew Wilsmore, looks to life post-COVID and how the liquor and hospitality industries will help with the heavy lifting to rebuild our economy and consumer confidence.
As Australia emerges from the fog of COVID-19, our
COVID) where we will get the biggest benefit as the
attention must now turn to how we recover from the
supply chains suddenly get pulled in. Being able to
worst recession in generations and just as importantly
encourage customers back into premises again has
how we socialise again, catch up with friends and
more benefits than just for the immediate venue.
family and to do so in a safe environment.
There’s the enormous flow on effect that start from
Wage subsidiaries like JobKeeper and JobSeeker
the farmers who supply the food to a venue right
are tapering and the Government’s expectation is
through to the advertisers and marketers who do the
for business to take up the heavy lifting and begin
promotion along with every cook, cleaner, bar staff
rehiring, and our industry – of all the industry sectors
and waiter in between.
– has one of the greatest abilities to create jobs and
But looking further ahead in the value chain, we as
have real opportunity to be part of Australia’s recovery
a nation have increasingly moved to being a service
– provided the right economic conditions are in place.
orientated economy and for many young Australians
As many as half a million jobs were lost at the
hospitality is their first job. It is an opportunity to
height of restrictions along with any number of dining
be trained in and receive qualifications across a
and drinking venues that may never return.
range of fields from the kitchen to the front office,
Confidence is still low and in a two-speed economy
starting young and learning fast. They get the skills
operating at half power there’s still a need to find a
of being a small business owner or manager at a
balance between what we had before and the ongoing
very young age and those with an entrepreneurial
requirement for COVID safe venues – even though large
knack, or desire to succeed can actually go off and
parts of the country, particularly in rural and regional
set up their own business.
areas, have not seen a single case yet but are still suffering
Bring on summer – bring on Christmas. Our
the same restrictions as some of the hotspots. It makes
producers need it, retailers can’t wait, our venues are
little sense that locals out of the back of beyond were not
crying out for it, and Australians are demanding it,
able to gather at a bar and share a drink around a table.
wanting to relive what were the good old days but
The real economic turbocharge will take place
accepting socialising for most of the country will
when we go back to what life was like BC (before
require maintaining 1.5 metres from each other.
■
“The real economic turbocharge will take place when we go back to what life was like BC (before COVID) where we will get the biggest benefit as the supply chains suddenly get pulled in.” Andrew Wilsmore CEO Alcohol Beverages Australia
October 2020 | 23
Wine Australia
Australian Cabernet Sauvignon is in demand The increase in the average purchase price of Cabernet Sauvignon reflects the growing demand for Australian Cabernet Sauvignon wines in export markets and domestically, writes Peter Bailey, Manager, Market Insights at Wine Australia.
Cabernet Sauvignon is the world’s most planted
There has also been solid growth in Cabernet
winegrape variety and it is celebrated with not one, but
Sauvignon sales in the domestic off-trade market.
two days around the globe. Depending on where you
According to IRI MarketEdge, the value of Cabernet
are located, Cabernet Sauvignon Day is recognised on
Sauvignon sales increased by four per cent to $540
30 August or 3 September. However, it is enjoyed by
million in the 12 months ended 5 July 2020. Just under
wine consumers daily around the world.
two-thirds was single variety Cabernet Sauvignon,
According to Wine Australia’s National Vintage Report 2020, Cabernet Sauvignon is the third most crushed winegrape variety in Australia, behind Shiraz and Chardonnay. Australia’s Cabernet Sauvignon crush peaked at just over 288,000 tonnes in the record national
close to 15 per cent was other Cabernet blends. Single variety Cabernet Sauvignon recorded the strongest growth rate, up five per cent in value, compared to one per cent for Cabernet Merlot and two per cent for other Cabernet blends.
vintage of 2017. The Cabernet Sauvignon crush has
For Other Cabernet blends, 90 per cent of the value
been below this peak in the past three vintages. And
of sales were above $15 per bottle in the latest year,
the tonnes crushed in 2020 was below that crushed
while for single variety Cabernet Sauvignon the share
in 2019. However, this year’s crush was higher than
was 60 per cent and for Cabernet Merlot, 25 per cent.
what it was five years ago – 214,992 tonnes in 2015 to
In all three categories, the rate of growth was stronger
223,942 tonnes in 2020.
at $15 or more per bottle compared to below $15.
Cabernet Sauvignon is grown in most Australian wine regions but 93 per cent of the crush was from 10 regions in 2020, including the Riverland, Murray Darling–Swan Hill, Riverina, Coonawarra and Langhorne Creek. While the tonnes crushed are down between 2019 and 2020, the average purchase price of Cabernet Sauvignon has been on an upward trend, growing
“According to IRI MarketEdge, the value of Cabernet Sauvignon sales increased by four per cent to $540 million in the 12 months ended 5 July 2020.”
with under a quarter Cabernet Sauvignon Merlot and
Barossa Valley Padthaway 2% 2% Wrattonbully 2% Margaret River 2% McLaren Vale 3% Langhorne Creek 3%
Peter Bailey Manager, Market Insights Wine Australia
■
Other 7%
Riverland 36%
Coonawarra 7%
from $559 per tonne in 2015 to $876 per tonne in 2020. The increase in the average purchase price of Cabernet Sauvignon reflects the growing demand for Australian Cabernet Sauvignon wines in export markets over the past five years. 24 | National Liquor News
Riverina 11%
Murray Darling - Swan Hill 25%
Figure 1: Top 10 regions for Cabernet Sauvignon by crush, 2020 Source: Wine Australia
DrinkWise
Awareness is key to continuing on a path of moderation DrinkWise’s response to COVID-19 has included initiatives such as its successful Bounce Back podcast and activity around FASD Awareness Day, writes Simon Strahan, CEO DrinkWise. COVID-19 has been devastating for the community. While DrinkWise research indicated that Australians were continuing to consume alcohol in moderation and within government guidelines during the pandemic, we all want to ensure the additional stress and anxiety doesn’t lead to alcohol misuse. As part of the DrinkWise response to COVID-19, we developed the Bounce Back podcast, which showcases the ways in which well-known Australians have overcome significant challenges in their lives. The podcast was launched with a message of support from the Prime Minister, Scott Morrison, who said: “Listening to Bounce Back, and hearing how others have overcome tough times, might just provide the inspiration you need
Melbourne’s Associate Professor Luke Burchill to
to stay strong, to stay positive and to stay resilient.”
increase awareness of this message. As a new mum,
The common thread throughout the podcast series
Pearson provided a relatable perspective for mothers
is the need to reach out for help and to offer it when
and their support networks, while Dr Burchill,
needed. The podcast series began with Tim Paine,
Australia’s first Indigenous cardiologist, provided an
Australia’s Test Cricket Captain and has featured
expert lens over the topic.
Olympian Anna Meares, politicians Bill Shorten
DrinkWise worked with Pearson to increase
and Jacqui Lambie, returned serviceman Curtis
conversations about FASD across the national
McGrath, AFL’s Nathan Buckley, NRL’s Johnathan
media landscape, including TV, radio, print and
Thurston and campaigner against domestic violence,
online news channels, reaching almost six million
Rosie Batty. The podcast has been well received by
Australians (cumulative).
Australians, reaching number one on the Apple podcast Health and Fitness category. DrinkWise also recently undertook activity in
Short education videos were also produced and promoted across YouTube pre-rolls and social media and can viewed on the DrinkWise website.
recognition of International FASD Awareness Day
The FASD messages were further promoted on
(9 September). The DrinkWise FASD Awareness
popular website Mamamia and across Jam Pakt, a
Program aims to create greater awareness among
music and health promotion radio program broadcast
Australians that FASD is a preventable disorder and
nationally across community radio networks. Wanta
reaffirm the risks of drinking alcohol while pregnant,
Aboriginal Corporation also used our resources for
planning a pregnancy or breastfeeding. We recognise
FASD-focused alcohol education sessions as well as
that education is key to reducing the incidence of
screening them in remote communities as part of the
FASD and seek to raise awareness and educate the
new Wanta Remote Cinema initiative. DrinkWise
community through our program.
used sports radio network SEN to target male
This year, DrinkWise was fortunate to partner with Olympic Champion Sally Pearson and University of
listeners, in recognition of FASD being a whole-ofcommunity issue.
■
“While DrinkWise research indicated that Australians were continuing to consume alcohol in moderation and within government guidelines during the pandemic, we all want to ensure the additional stress and anxiety doesn’t lead to alcohol misuse.” Simon Strahan CEO DrinkWise
October 2020 | 25
Strikeforce
An integrated approach to growth The power of matching product in a compelling visual manner that reflects the narrative for the liquor buyer cannot and should not be underestimated, writes Stephen Wilson, Category & Insights Manager, Strikeforce.
Manufacturers spend literally millions of dollars on
or right and follow the same or similar path around
new product development, analysing ad nauseum
the store and exit the store at the same point almost
market conditions, shopper behaviour, emerging
every time we do our liquor shopping.
trends, labelling and packaging designs to give their product the best chance of being noticed, picked up
We all follow a decision-making process or decision tree every time we shop.
off the shelf and placed in the shopper’s basket. They attempt to build a powerful narrative to
So how do we shop?
deliver to the liquor buyer during the category review
There are three steps in the typical decision-making
process and forecast an abundance of riches that will
process: evaluation, assessment and endorsement.
be added to category sales.
Brands must interact with the liquor shopper
The liquor buyer gets excited about the new
during the evaluation step when deciding which
product and growth prediction but just as the deal
category they are going to shop, what are their evoked
is about to be closed the planogram is presented and
set of brands under consideration, what product
range assortment is anything but inspirational, in fact
attributes do they desire and are they looking for a
the layout looks nothing like a representation of the
value, mainstream or premium product.
narrative delivered to the liquor buyer.
It is during the evaluation stage that brands can plan
Well, you can guess the outcome, and sadly this is
activity to win the shopper over e.g. off location displays,
a ‘not too uncommon’ scenario today. The power of
price promotions, point of sale and associated activity.
matching product in a compelling visual manner that
Once consumption has taken place the liquor
reflects the narrative for the liquor buyer cannot and
shopper will assess whether the product lives up to
should not be underestimated.
expectation and whether they will repeat the purchase
By applying the insight and learnings from
and endorse the product to family and friends.
prevailing shopper trends to space planning the outcome will be one of enhanced growth rather than
Conclusion
flat sales or decline.
Liquor manufacturers who religiously practice the
The challenge for retailers to entice shoppers to
disciplines of a thoughtful ranging process including
increase the size of their basket spend is ongoing
range assortment, store flow, category location
and continually evolves aligned with prevailing
and brand location within the category layout will
consumer trends.
ultimately enjoy higher sales by collaborating with
Shoppers are creatures of habit. We tend to enter the store at the same entry point; we verge either left 26 | National Liquor News
retailers to present their brands in the most compelling and targeted manner.
■
“By applying the insight and learnings from prevailing shopper trends to space planning the outcome will be one of enhanced growth rather than flat sales or decline.” Stephen Wilson Category & Insights Manager Strikeforce
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IRI
The comeback of the
‘GOON’ BAG Although the growth of cask wine has slowed down, it is still tracking three times ahead of its pre-COVID growth, writes Ishakya Gunaratne, Senior Consultant, IRI.
28 | National Liquor News
IRI
It’s no surprise that the wine category has been dominated by two key segments for as long we can remember; bottled and cask with bottled capturing the lion share of this category by far. Over the recent years, with the introduction of ‘Canned Convenience’ into this category, cask wine further lost its relevance. However, with the unexpected turn of events and the turbulent first half of the year Australians have experienced, cask wine also known as ‘goon’ or ‘cardboardeaux’ has made a comeback. Some might even say that 2020 is the year of boxed wines. In the 52 weeks leading up to the panic buying at 1.9 per cent, behind the total wine category. As the
Why are the smaller pack formats preferred over the large?
first wave of the coronavirus pandemic hit Australians,
It is important to note that more expensive two litre
in the four-week panic buying period, cask wine sales
casks ($12 - $16) have gained importance during the
grew by a whopping 33 per cent growing twice as fast
panic buying period and after it as it continues to
as the total wine category.
drive the growth, now accounting for more than 75
period, cask wine was the slowest growing segment
per cent of all two litre cask sales.
Why is cask in growth?
Surprisingly it was also evident that no shoppers were
“It is evident that the cask growth has slowed down, but important to note that it is still growing at six per cent over the latest QTR, three times more than its preCOVID growth.”
As Australians continue to be faced with unprecedented
buying both the two litre and four litre cask. However,
and unknown risks, they are thriftier with their
it was interesting to find that there was increased
spending habits. One of the key differentiating factors
interaction of shoppers buying bottled wine and the
of cask wine is its convenience in comparison to
two litre cask, further enhancing that bottled shoppers
bottled wine. Its ability to be consumed over multiple
down traded during these uncertain times. It is apparent
sittings especially during times like this where people
that there is a shift in mindset of shoppers as they are
are in lockdown and expected to stay indoors is much
beginning to see that the two litre cask is not only
more appealing.
convenient but is also a quality substitute to the bottles.
Smaller pack formats doing the heavy lifting
What is the future of cask?
While both small (two and three litre) and large casks
It is now six months since the panic buying period
(four and five litre) contributed to this growth during
and it is evident that the cask growth has slowed
the panic buying period, small casks were the primary
down, but important to note that it is still growing
driver growing twice as fast as large casks. Interestingly
at six per cent over the latest QTR, three times more
the smaller pack formats have reduced their volume sold
than its pre-COVID growth. However, we are also
on promotion while the four litre significantly increased
noticing that Champagne, sparkling and still wine
the volume sold on promo when compared to the pre-
sales have also picked up momentum in the latest
COVID period. In the two litre casks, Winesmiths (from
quarter with Australians being in lockdown for longer
Samuel Smith & Son) had a notable performance since
than anticipated. As we are aware consumers’ fear and
the start of the panic buying period and continues
emotional turmoil during this crisis are significant,
to maintain the double-digit growth contributing to
and the impact will linger for not just months, but
overall cask growth, while the growth from three litre
years so it will be interesting to see if this trend in
IRI Shopper Panel, National Panel, MAT to 19/07/20
was exclusively driven by Hardys Stamp.
cask wine plays into the future.
Image credit: Winesmiths
■
Ishakya Gunaratne Senior Consultant IRI
Sources:
IRI Liquor MarketEdge Data MAT to 08/03/20; Panic 4 weeks to 05/04/20; Post 4 weeks to 03/05/20; QTR to 02/08/20, AU Liquor Weighted.
October 2020 | 29
Shopper Insights
Hard seltzer’s growing pains result in category ‘homelessness’
The growth of RTD seltzers may be being hampered by fragmented in-store execution, by Laurie Wespes, Co-founder and CEO of Snooper.
“Our findings indicate RTD seltzers currently lack a single home, and do not have a consistent home placement on the proverbial ‘block’.” Laurie Wespes CEO Snooper
30 | National Liquor News
Due to the ‘better for you’ benefits of hard seltzers
As part of Snooper’s new monthly syndicated RTD
such as lower carbs and lower sugars, there has been
data tracking series, our community of shoppers
a flurry of brand launch activity since Quincy first
looked at the in-store execution of seltzers in more
launched in October last year.*
than 100 national banners and independent stores
Brands launched since then include Good Tides,
across the country.
Actual and Smirnoff, ‘craft’ labels Fellr, Sunly and Sips,
While the growth both in the number of players
and most recently Saintly, with US juggernaut White
and space allocated to the category is undeniable
Claw coming this month. This brand proliferation has
based on the data collected since June, our findings
resulted in substantial fragmentation in a still-nascent,
also indicate RTD seltzers currently lack a single
if growing, category.
home, and do not have a consistent home placement
While brands and retailers are investing in POS
on the proverbial ‘block’.
materials such as wobblers and fridge decals to drive
Most stores our shoppers visited ranged at least one
conversion and educate on seltzers’ ‘better for you’
seltzer brand and up to 10 SKUs. We have observed an
benefits in a category less understood than in the US,
average five times increase in the number of brands
some of this activity may be getting lost in shopper
between June and August. This has resulted in an
conversion translation when it comes to in-fridge
increase in facings, in some cases up to 22 facings (while
space management.
the maximum observed in June was 13 per store).
Shopper Insights
“The question remains about where shoppers expect to find seltzers, and how brands and retailers can improve the shopability of the fridge to capitalise on this growing category.” – Laurie Wespes, CEO, Snooper
However even this is still underfaced versus category growth rates, and the number of facings allocated to seltzers isn’t growing proportionally with the fridge doors allocated to RTD. This highlights the potential
ABOUT LAURIE WESPES AND SNOOPER Laurie Wespes is Founder and CEO of Snooper. Snooper connects brands and retailers to a community of thousands of shoppers who collect in-store data and consumer insights to track performance and identify areas of growth in real time. Snooper’s
for range and share of shelf extension. In some stores we visited, Actual had lower share of shelf than its competitors due to unavailability of single cans. Single cans are a good format for trial as they reduce perceived consumer risk of outlaying for a multipack of something untested. Seltzers also compete for space with other new and ‘better for you’ product categories such as hard
RTD data series tracks KPIs such as brand
kombucha. Some stores had a larger hard kombucha
penetration, share of space, price, promo
range and allocated more facings to this category than
mechanics, pack types, facings, and position
to hard seltzer or other established categories such as
on shelf. More information at snooper-app.com
gin-based RTDs.
or contact laurie@snooper-app.com.
But the biggest issue is lack of layout consistency. We observed seltzers ‘broken up’ as a category rather than blocked together, with some brands sitting adjacent some categories and other brands adjacent other categories. This further increases shopper difficulty of understanding and navigating the planogram. And even where seltzers were ranged together, the adjacencies varied tremendously; ranging from cider and hard lemonade to hard kombucha or adjacent to whisky and cola RTDs. To move beyond growing pains and fulfill their potential, in our view at a minimum seltzers need to be consistently ranged together in a block. The question remains about where shoppers expect to find seltzers, and how brands and retailers can improve the shop-ability of the fridge to capitalise on this growing category.
■
*According to IRI data published in National Liquor News in July, contributing $1.6m in MAT to 3 May 2020. October 2020 | 31
Retailer Profile
L-R: Byron and John Boys
‘Old fashioned service in a modern landscape’ Byron Boys of Liquor Barons Hillarys describes the importance of ‘old school retailing’ and connecting with the community at the family-run store. Liquor Barons Hillarys is a family affair, run by Byron
“As all stores are, we are always looking to have a
Boys and his father John. The philosophy behind the
product mix that satisfies our consumers and keeps
store is one that is uniquely crafted through this
them engaged. Recent non-liquor additions have been
relationship, melding John’s 30 years of experience in
things like locally produced chocolates, non alcoholic
wholesale, hotels and retail with Byron’s years working
drinks, and low and slow BBQ sauces and rubs, which
in wine at Samuel Smith & Son. Through this, Boys
help to enhance the sense of occasion that consumers
described the store as having: “old fashioned service
may be seeking and also supports other local businesses,
in a modern landscape.”
which further instils our community involvement.”
“I can’t stress enough how much of a privilege it is
Boys also said that some of their greatest
to be able to be in a position where myself, Dad and
innovations actually hark back to that ‘old fashioned
Mum are all active in the business. It is a true family
service’ mantra.
business, which the community really appreciates I think,” Boys said.
“It’s funny; the ‘old school retailing’ is the thing that has been the most successful. For instance, something
“Our personal philosophy is to offer a new
simple like handwritten tags on wine bottles has
shopping experience with the old fashioned service.”
worked really well. It allows people to browse on their
The store, which has almost doubled its floorplan
own with a little bit of guidance to make a decision
thanks to a recent extension, has a neat, tidy and well
with confidence and gives a small personal touch to
labelled layout, allowing for easy shopping. Some of
our favourite wines,” Boys said.
the most successful elements of the Boys’ values are
This is a reason that product knowledge and
the connection to people, both the shopper and the
upskilling is important for the culture at Liquor
local community, and this helps give Liquor Barons
Barons Hillarys, and is where Boys’ background in
Hillarys a real edge.
wine is also a fantastic addition to the store.
Quick fire questions First job in liquor? Washing glasses at the Glenelg Baseball Club - Dad propped me up on a stool because I couldn’t reach the sink. Favourite drink? I’m still on the search. Although that Friday glass of red wine on the couch with my wife is pretty special. Industry role model? Dad is a huge part of who I am and what we are as a business. The respect between
“Dad has always been a strong believer of
“It has given me a solid grounding into the nuance and
community and I am following suit. We have a great
passion that comes with wine but also the commercial
contributes to the
local customer base that myself and the team has
reality of the business we are in. It’s given me a holistic
strong foundations
developed great relationships with, which we are lucky
view of the industry and pressures we all face, other than
we have here.
to have and cherish,” Boys said.
just being pigeonholed into our own retail business.”
32 | National Liquor News
■
he and I is what
Drink Innovations
C Q S P R I T Z .C O M . AU for all enquires please contact orders@cqspritz .com
Drink Innovations
An industry of
innovators From world-first flavours and techniques to groundbreaking multi-category hybrids and everything in between, Brydie Allen explores the opportunity of innovative beverages.
DRINK THE SUNSE T
Drink Innovations
Australia’s drinks industry is huge, vibrant and with many layers, and it’s become that way with innovation. One of the most surefire ways to excite consumers is to give them something they’ve never seen before, and this is often the beginning of new trends. Some recent innovations that are getting attention right now include wine in a can, bottled cocktails and hybrid drinks. But just because the first stone has been unturned in these innovative areas, doesn’t mean that’s where the fresh takes and unique creations stop – the first ideas from this space have opened the space for creators to come and innovate even further. One example is the fresh new beverage brand, CQ Spritz, a wine and cocktail hybrid drinks range in a can. Creator of the brand Christina Quarisa said the launch builds from a new idea in the Australian market with a unique take on hybrid drinks. “I really wanted to bring something to the market that was innovative and something that gave people an exciting experience,” Quarisa told National Liquor News. “Wine in a can is relatively new to the Australian market so I thought it would be a really great opportunity to create something trendy, convenient and delicious all in one.” For CQ Spritz and other brands that are paving the way into new beverage spaces, innovation is key to their approach and it’s something the entire industry benefits from. Treasury Wine Estates (TWE), for example, sees
“I really wanted to bring something to the market that was innovative and something that gave people an exciting experience.” Christina Quarisa Creator CQ Spritz
The innovators of this great industry are not just focused on the liquid inside either. Great ideas don’t just experience success in a vacuum, as they know at Archie Rose. “Innovation is one of Archie Rose’s brand values. We strive to marry traditional methods with a progressive new world approach that honours the craftsmanship of distilling,” said Archie Rose’s Head of Hospitality, Harriet Leigh. “We apply the same discipline to our virtual content and convey a simple timeless character through our packaging and architecture.”
innovation as driving the progression of the industry
On any level, innovation in the drinks industry is
alongside the ever-changing desires of consumers.
an opportunity for both producers and retailers, as it
Melissa Louey, TWE Marketing Director, Insights
uncovers areas for growth.
and Innovation, said: “Our role as industry leaders is
“Overall, innovative drinks will be adding more
to help ensure the category is progressing, to meet
value to the industry, by tapping into consumer
consumers’ needs and help drive recruitment –
demands that currently aren’t being met,” said Sunly
innovation is fundamental to this.”
Seltzer Brand Manager, Patrick Coulson.
C Q S P R I T Z .C O M . AU
Drink Innovations
Creating the beverage Often touted as ‘the next big thing’ in the industry, hybrid drinks are those that combine more than one category into a single product. CQ Spritz, for example, is a wine and cocktail hybrid with unique flavours and a format that makes it a really different and fresh entry into the market. “The CQ Spritz range is definitely a hybrid product, which I think is really cool because hybrid products are within the niche market. I do believe CQ Spritz offers a point of difference to its competitors as it is new and exciting,” Quarisa explained TWE’s hybrid products meanwhile include the Squealing Pig wine and gin range as well as a coffee and Shiraz hybrid from Lindeman’s. Louey said these products not only help the brands stand out, but also help people explore new areas in the industry. “Hybrid drinks are the perfect complement to single category offerings – allowing consumers to explore new or neighbouring categories, with a certain level of confidence. For us, the opportunity innovation provides is to showcase the world of wine more broadly and show how multi-faceted it can be,” Louey explained.
The power of packaging While the liquid, the brand and the
For example wine in a can –
approach may be unique, another
while being ‘new and exciting’,
area that has great potential for
it also resolves issues previously
innovation is in packaging and
encountered such as event-based
format. Luke Cusack of Garage
consumption and safety around
Beverages said innovation in
glass bottles.”
these areas not only helps excite consumers, but also helps answer different concerns.
Packaging is also where CQ Spritz began its innovative journey to the shelf. As Quarisa
“I think there will always be a
noted: “My original research
market for traditional packaging
started in packaging trends
such as 375ml cans. But consumers
in Europe and the USA and
continue to be excited by new
evolved into the ‘hybrid style’ with
concepts. The market has a large
convenient packaging being a
and varied range in the traditional
point of difference.
formats so it can be a great way to draw attention to a new product,” Cusack said.
“Understanding these trends really assisted with the process of the CQ Spritz products and clarified
“Innovation can also be in the form
that I was on the right track with
of overcoming market constraints.
my ideas.”
36 | National Liquor News
DRINK THE SUNSE T C Q S P R I T Z .C O M . AU for all enquires please contact orders@cqspritz .com
Drink Innovations
Archie Rose Distillery
As more hybrid style drinks join the market,
Empowered innovation
whether their hybrid nature is the combination of
CQ Spritz, which is named after the initials of its creator, is not only an
liquids from two categories, or whether the influence is
innovative beverage but also a brand that stands for advancement in other
infused more in the production techniques, consumers
areas of business. Quarisa said the brand at its core reflects the incredible
become more comfortable with trying new things too.
work of women in the industry and strives for equality in the workforce. “Highlighting women’s independence, empowerment, courage, and strength are all key qualities that women need to feel more empowered to become,” she said. “Feminism is a growing topic in the world today and there is a lot of emphasis on ‘girl power’ – I really want to encourage other females to have the confidence to achieve their goals. I also want to send a message to females that they can achieve anything they put their minds to and to never give up.” Christina Quarisa
“The line between what a beer and a wine is, or beer and a spirit is, they can be very blurred – they’re finding those little niches and intricacies,” said James Renwick of Boatrocker Brewers and Distillers. “The landscape has changed so much in the past 10 to 15 years, for example everyone’s on their own beer journey. Some people are happy to drink VB all their life, others are starting a journey and creeping into pale ales and IPAs, and then there are a growing number of people that are always looking for the newest or most challenging thing.” Boatrocker caters to this crowd through both unique flavour profiles, and also its technique of barrel aging beers in ex-whisky barrels. While it’s not a full hybrid beverage, it’s an infusion style that brings together two different categories. Other innovations in the industry sees brands pivot to create something that’s different to their usual offering, and that’s something cropping up more often these days with brewed hard seltzer. For many breweries, like Stone & Wood with its creation of Sunly, it’s about staying fresh and interesting by giving existing customers something new ‘and desirable, but in a style that stays true to the brand.
38 | National Liquor News
Drink Innovations
“We pride ourselves on being a progressive
“Consumers are savvy and keen to experiment
business and leaders in the independent craft drinks
and try new offerings. From a retail perspective the
game in Australia. Having a good understanding of
biggest challenge is finding the right balance between
the alcoholic drinks market and the trends (especially
education and engagement, to help consumers
beer), here and overseas, we felt that the time was right
navigate new product developments with ease,”
to throw our hat in the ring,” said Coulson.
Louey said.
Other types of innovation that don’t cross
Coulson notes that education is key for the
categories are those that create unusual and interesting
success of new types of products, using seltzers as
experiences in their stories, their presentation and their
an example: “Educating the consumer on what it is
flavours. This is what Archie Rose often does, most
and the different processes on how to make it, helps
notably recently by turning smoke tainted grapes into
differentiate some of the brands in the category.
an experimental eau de vie, and teaming up with Gelato
“When it comes to introducing something new or
Messina to create a Neapolitan ice cream inspired range.
trialing something different, the purchasing manager should always be looking at it with an open mind and
Opportunity of the unknown
not be swayed by their flavour preferences or inner
With the range of innovative beverages on the market
circle of influencers too much.”
today, especially those that blend categories, finding the best way to retail them can initially seem like a
Having an open mind is also something that Renwick advises when dealing with innovative beverages.
challenge. The biggest instinct would be to slot them
“Keep an open mind when it comes to a new style...
into one category, but doing so actually limits the
it’s quite easy in this industry to dismiss something
potential of these exciting products.
and go, ‘ah that will just have 15 minutes of fame and
“I think the category of [innovative] products
it’ll be gone’. You never really know what the next
is definitely in its own sector of the market, but at
massively accepted beverage or style is going to be,”
the same time is competing with a broad range of
Renwick said.
products,” Quarisa said.
“Innovation is one of Archie Rose’s brand values. We strive to marry traditional methods with a progressive new world approach that honours the craftsmanship of distilling” Harriet Leigh Head of Hospitality Archie Rose
Cusack said it really well when he described this
As Louey adds, some of the most unique products
attitude as also helping differentiate your store from
need to be called out as such, not slotted on the shelf
others, a vital component in today’s economic climate.
within a category where it only partly fits. Calling
“I think this is where innovation really comes into
out this difference may be a challenge, but it helps
its own – if you can have something different to offer
consumers engage with products they likely want to
the consumer, they will be willing to give it a go if it
buy, which benefits all parties involved.
is new and well-priced.”
■
October 2020 | 39
Sparkling Wine
Lovely bubbly As the celebration season approaches, Brydie Allen finds out what’s getting corks popping in the sparkling wine category.
From Champagne to Prosecco to everything that
with Comité Champagne labelling the 2020 harvest
fizzes in between, the sparkling wine category is often
as “outstanding”.
synonymous with celebration.
But it’s not just Champagne that is flourishing and
But it’s not a category to be pigeonholed into one
pushing the category forward. As a spokesperson
occasion, consumer type or even style. Sparkling wine
for Pernod Ricard Winemakers said: “Champagne
is showing appeal on an increasingly widening scale,
and Prosecco account for over 95 per cent of total
contributing to growth across the board.
sparkling growth, with strong growth also seen across
“Sparkling wine sales have continued to grow year
rosé (rosé Champagne +52 per cent and sparkling
on year,” says John Biggar, Senior Brand Manager for
rosé +17 per cent). The Prosecco trend looks set to
Brown Family Wine Group’s sparkling portfolio.
continue, as one of the top growth driving varietals
“Champagne sales, in particular, have returned to
globally and in Australia.”
growth. Prosecco continues to grow strongly driven
40 | National Liquor News
by its approachability, as is sparkling rosé with the
Fizz the season
continuation of the drink pink trend.”
Occasion based consumption is a huge element to the
The category is expected to continue its upward
success of the sparkling category. So far 2020 hasn’t
tracking into Christmas and the new year. And for
given people many reasons to celebrate, but that just
both domestic and international producers, Australia
means that as we continue to battle the pandemic,
will remain a key market.
there will be even more cause to pop the bubbly.
“Champagne sales in Australia have gone from
Damien White, Sales and Marketing Director at
strength to strength. We represent the sixth largest
Leconfield Wines, said: “I personally think as we come
market in the world for Champagne – that’s a lot
out of COVID-19 restrictions there will be more and
of bottles for a small country – we expect that to
more events and celebrations to be had – hello bubbles.”
continue,” noted Bree Richmond, National Brand
The influence of this is already starting to show.
Manager at Mezzanine The Fine Wine Specialists,
Pernod Ricard’s spokesperson said there have been:
which is part of the Joval Wine Group and has recently
“Accelerated growth rates linked to reduction of
become distributor of Champagne Taittinger.
lockdown restrictions, as people start to reconnect and
Recent news out of France shows the quality of
celebrate at home, with research showing consumers
future Champagne releases is well positioned to
are more likely to celebrate or connect with sparkling
drive demand and growth beyond this season too,
or Champagne.”
Sparkling Wine
On the flip side, the pandemic has also helped increase the movement to drink sparkling outside of those special occasions. “Although sparkling is undeniably a drink of celebration, consumers are increasingly seeing sparkling wine as a great match for food, an option for more casual occasions and celebrating the little things rather than waiting for a big occasion,” said John Freeman, Managing Director of the Delegat Group. While premiumisation is still a significant movement in the category and sees consumers willing to pay more when celebrating the big moments in life, the value for money products are appealing to different and more casual sparkling occasions. “We believe consumers are looking to treat themselves to an affordable luxury…
“The rise of Prosecco, however, is
“Continual innovation will play an
Being able to share a glass of local sparkling
helping to expand the number of occasions
important part in driving growth, with
wine with family and friends makes the
in which sparkling is consumed. Prosecco is
new styles and formats bringing in new
everyday moments special,” said Johnathon
seen as more everyday than other sparkling
consumers as well as keeping the converted
Watson, Ferngrove Group Sales Manager.
wines, which has opened up more at-home
sparkling drinkers engaged,” Watson said.
The continued rise in popularity of
relaxing occasions.”
Prosecco is also pushing this movement,
Pernod Ricard’s spokesperson explained that brands are exploring this on many
according to Biggar, who said: “Sparkling
What shoppers want
levels. They said: “Research has revealed
wine has traditionally been seen as a
There are a range of things that consumers
that consumers are looking for innovative
celebration drink, driven by the luxury
consider when looking to purchase a
packaging and new products in the
associations of Champagne and its higher
sparkling wine, and these too have been
sparkling category, where 29 per cent of
price points. Champagne is great for special
influenced by COVID-19. White describes
sparkling consumers in Australia not only
moments, but purchase frequency is typically
the main things shoppers look for in the
enjoy trying new and different styles but also
lower because the occasions it’s most suited to
category as: “Fun, energy, quality and value.”
purchase wines they haven’t heard of before.”
happen less often in consumers’ lives.”
“Consumers have not had a lot of
Aside from the product itself, consumers
opportunity the past six months to venture
are also searching the sparkling category for
out so are not necessarily as price driven
the stories behind brands, looking for those
as they may have been in the past. We are
that align with their values and also options
finding consumers are more inclined to
that can help them support local businesses.
experiment with new labels and styles.”
“More and more sparkling wine
While Richmond notes that a big driver
consumers are curious about the brands
for the category is affordability and value, she
they choose and are seeking out brands that
said: “We’re also seeing consumers purchasing
align with their values. We see consumers
outside their go-to brands – isolation is
increasing their knowledge and becoming
making people more adventurous.”
more deliberate in their purchasing
Noting this trend, innovations in the
decisions going forward,” Freeman said.
category are expected to keep gaining in
On the local front, a spokesperson from
popularity, engaging both new and existing
Accolade Wines, with a portfolio that includes
sparkling consumers.
House of Arras, said: “Retailers and consumers October 2020 | 41
Sparkling Wine
are increasingly recognising Australian sparkling, and specifically Tasmanian sparkling, as world class wines that sit up there alongside the likes of Champagne.” It seems like there is a lot going on in terms of consumer desire, and what the sparkling shopper looks like. As Biggar explains, this is influenced by demographic. “Different consumer groups are looking for different things. We see that older consumers are more likely to be buying domestic
Ed Carr, House of Arras
sparkling, while younger consumers want really approachable wine styles and products
“Educate your staff and your customers.
that meet their needs and fit into their lives,”
Your staff can play a pivotal role at the
Biggar said.
point of purchase and help customers feel
“Prosecco and sparkling rosé are really winning with younger consumers for more relaxed occasions and Champagne remains really important for parties and gifting.”
Making it pop
confident in the purchase decisions they make,” Freeman said. Richmond said this training element
Get set to sparkle Some of the brands in this feature reveal what’s new and exciting. • Brown Family Wine Group:
is extremely useful, because: “The team is
“Watch out for Brown Brothers
more likely to recommend something they
Prosecco Premium Brut, a
feel confident talking about.”
King Valley Single Vineyard Prosecco that is drier than our
As restrictions ease around Australia, and
Aside from the products themselves, Biggar
with Christmas, holidays and the new year on
said it’s important to both highlight what
our doorstep, now is the time to think about
sparkling can offer, and said that consumers
your sparkling range and how you can truly
want to be “inspired” when they come in-store
make it pop.
looking for Champagne, Prosecco, sparkling
member to the Syn Sparkling
rosé, or any other bubbly variety.
family – Syn Sparkling Rosé.”
The first step is looking at the products you stock.
“They want to see innovation, information
“Consumers are demanding fun and funky,
and theatre in stores,” Biggar explained.
great quality and they want value so look
“Shoppers are prepared to pay more for
outside the norm and give yourself a point
sparkling than any other wine category, so
of difference by offering new and exciting
retailers that can make significant inroads
brands,” said White.
to deliver an inspiring experience stand to
best-selling Prosecco NV.” • Leconfield: “We are very excited to launch a new
• Ferngrove: “Our first to market Great Southern NV Sparkling Cuvée 200ml Piccolo has launched in singles and three packs.”
But there also needs to be balance with well
gain the most. That’s not to say that value isn’t
• Accolade: “We are incredibly
known and trusted brands, as well as different
important for the sparkling shopper. They’re
pleased to release the new
price points. Pernod Ricard’s spokesperson
simply telling us the current experience is too
House of Arras NV Blanc de
noted: “Retailers need relevant offers in both
weighted to price – they’d be happy to spend
Blancs” (the first new product
the premium and lower price points to remain
more if the experience is right.”
for the label in six years).
relevant to all consumers.”
Freeman added that inspiration like this
• Pernod Ricard: “Our latest
Watson added: “Consider your local
can also unlock the potential of more casual
innovation, JACOB, which
market and local offerings; balance your
consumption of the category, and change the
officially launched in Australia
range between established sparkling brands
perception that sparkling is just for celebrating.
this month, is a new, premium
and new products, keeping your store fresh
“Our retail partners already execute
Australian sparkling wine that is
the gifting and celebrating opportunity
aged for 32 months on lees and
and innovative.” There’s a great opportunity to be had by
very well with sparkling, but can look for
features a complex finish of
educating staff to know the differences and
opportunities to highlight more casual
brioche and hazelnut flavours.”
the strengths of each segment.
occasions,” Freeman said.
42 | National Liquor News
■
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Summer RTD
Ready-to-Drink ‘from home’ Brian Chase Olson discovers how premixed drinks have capitilised on the new drinking behaviours of 2020.
It doesn’t take a data analyst to show you
the lines from traditional soda and spritz
According to Edgemill Group, Old
in numbers that Australia’s drinking habits
concoctions are brewing their way into
Number 15 Bourbon is, “stored and
have changed in 2020. The impact of the
the off-premise channel, giving Australian
matured in charred oak barrels to create
COVID-19 pandemic, and the resulting
drinkers a convenient bar experience they
a premium, full-bodied, smooth Bourbon
restrictions that shifted drinkers from
can enjoy at home.
whiskey”. Each delivers a premium serve
cocktail bars, pubs and restaurants to La-
at respectively high ABVs for Bourbon
Z-Boy recliners and Zoom chats, has had
Bring on the Bourbon
dramatic ramifications on what, and where,
Dark spirit RTDs continue to dominate the
“We wanted to supply a brand that is
Aussies drank in the past 12 months.
premix space with over 75 per cent share of
equal to or better than any other in the
One category poised to capitalise on
the total category based on recent IRI data,
market today at a competitive price point
the pivoting palates of Australian alcohol
and Bourbon-based RTDs are making a
and still maintain the retailer’s margin. The
consumers was the convenient ‘Ready-
noticeable comeback with two of the top
Old Number 15 Bourbon and Cola ticks all
to-Drink’ category, and it’s done so
three growing products being the spirit of
those boxes and more,” Hounsome said.
exponentially. While the RTD update in the
Kentucky – Wild Turkey and Woodstock.
drinkers to enjoy.
Higher ABVs continue to be a trend
April 2020 edition of National Liquor News
A new player in Bourbon RTDs comes
across all dark spirit RTDs, notes William
reported modest growth at just below four
from Australian family-owned business
Grant and Sons (WG&S) Hannah Ellerkamp,
per cent in value (IRI Total Liquor Scan MAT
Edgemill Group, which in May launched
Brand Manager for Sailor Jerry.
to 05/01/20) RTDs have truly defined the
its Old Number 15 Bourbon and Cola. The
“The higher ABV RTDs are definitely
motto of 2020 - pivot - reporting 13.3 per cent
375ml cans come in a four-pack and 24-
gaining on popularity and our consumer
dollar growth, with both light and dark spirits
pack, with a six per cent ABV and nine per
research has shown us that consumers are
returning positive growth percentages (IRI
cent ABV options in the range.
especially picking RTDs for convenience
National Weighted Liquor MAT 02/08/2020, does not include Dan Murphy’s or BWS).
“COVID-19 has seen a return to the RTD
and moderation. This is why we have
category [and] higher ABV is in growth
launched our RTDs with six per cent ABV
And while the legacy labels continue to
ahead of the category,” David Hounsome,
and replicated our signature drinks which
maintain the lion’s share of sales, a drumbeat
National Sales and Marketing Manager of
are now just [ready] to go from the can,”
of new and exciting products that blur
Edgemill Group said.
Ellerkamp said.
44 | National Liquor News
Summer RTD
Sailor Jerry is a relatively new brand in the RTD space, unveiling its range of ready made canned cocktails in 2019. The Sailor Jerry & Dry and Sailor Jerry & Cola use the two-year-old Sailor Jerry Spiced Rum to give the RTDs a real “all-in flavour,” Ellerkamp said. Another new product in the rum space comes from Diageo, which in September released the Limited Edition Bundaberg Original & Sarsaparilla, looking outside the traditional cola premix with a new blend featuring Bundaberg Original Up Rum and fizzy sarsaparilla. The result is a mix of bittersweet vanilla, caramel, wintergreen and liquorice and is best served over ice with a slice of lime. “[We] have already noted huge initial interest [in the Limited Edition Bundaberg Original & Sarsaparilla], typified by our social media announcement which enjoyed double the number of fan engagements we’ve
more than 60 per cent value growth in the last year
had on previous like-for-like announcements,” Mark
(IRI National Weighted Liquor MAT 02/08/2020).
Mcleod, Diageo Innovation Manager, said. The new Bundaberg premix was released in time for the end of the footy season and is due to wrap its release in November.
At Bacardi-Martini Australia, Bombay Sapphire is reporting incredible growth for its range of RTD product releases. “Bombay Sapphire & Tonic [5.4 per cent] launched 12 months ago with resounding success,
Ready-to-Gin
selling over 1.6 million bottles in the first year,” Kate
While dark spirits have continued the premiumisation
Skelton, Category Manager Gin, Bacardi-Martini
trend with high ABV serves and curated mixes, the
Australia said.
light spirit sector is exploring new territories with innovative formats coming to market at rapid pace.
The Bombay Sapphire & Tonic brings a premium
“COVID-19 has seen a return to the RTD category [and] higher ABV is in growth ahead of the category.” David Hounsome National Sales and Marketing Manager Edgemill Group
gin and tonic premix in a convenient four-pack glass
While about one-third of the value size compared
bottle format. The success has been so great, Bombay
to dark spirits, light spirits has seen tremendous value
has expanded its RTD footprint with the recent release
growth in the last year at 34.2 per cent, with the big
of the Bombay & Tonic 10% per cent, which it claims
drivers being Cruiser and Gordon’s, both experiencing
is the world’s first-ever double-serve gin RTD. The Bombay & Tonic Double Serve is available in four pack cans, which it has also introduced in the 5.4 per cent variety in a 10-pack. “RTDs have always over indexed in young consumers, with 30 per cent of consumers aged 1835 years old, and we are seeing RTD drinkers willing to trade up into the new premium RTDs launching as an accessible way to trial brands and products before paying for the glass spirit offering,” Skelton said. In the media release for Bombay & Tonic Double Serve, Bacardi-Martini Australia notes its 5.4 per cent RTD release drove significant category growth with “68 per cent of consumers being new to gin” and purchasers “six times more likely to then purchase a bottle of Bombay Sapphire”. October 2020 | 45
Summer RTD
conscious, seltzers and ‘better for you’ RTDs help deliver solutions without the guilt.” Smirnoff is one of a number of international players jumping on the trend of lightly flavoured, vodka-based sparkling water mixers. Smirnoff Seltzer features a range of flavours, including the Smirnoff Seltzer and Natural Lime, along with innovative recipes like Smirnoff Seltzer and Raspberry Rosé, the Smirnoff Seltzers embody the ‘better for you’ aspect claiming no sugar and 68-70 calories per can. “Smirnoff has a long reputation of being innovators in culture, and new entrants into the premix market like seltzers present an exciting opportunity. After watching the trend of seltzers soar globally and the success of our launches in the US, UK,
Tips to being customer ready with RTDs this summer:
Europe and New Zealand, we are excited to
of premium gins hitting the RTD category?
Capture impulsive shoppers:
Marketing Manager, Light Spirits, said.
Skelton notes RTDs as an incremental
“Premix shoppers are more impulsive
purchase opportunity and merchandising
so disrupting and inspiring them
an exciting opportunity to bring new
close to checkout to capture that extra dollar.
in-store is key to driving incremental
consumers to the RTD category.
So how can retailers capitalise on the wave
“Shoppers are looking for convenient premium options now more than ever,”
purchases.” - Sally Huntington, Diageo Shopper Insights & Planning Manager
Skelton said.
offer Australian consumers Smirnoff Seltzer as a new refreshing and low-calorie drink in time for summer,” Linda Wellington, Diageo In the retail space, seltzer presents
“The RTD category now is more than just Bourbon and whiskey-based spirits mixed with cola, although they still are the dominate
Liquid on lips: “In-store tasting is
share of the volume. Over the past couple
Summer of seltzer
by far the best method. Consumers
of years we have seen the introduction of
With summer knocking on Australia’s door,
won’t risk spending on unknown
premium gin RTDs, cocktail mix RTDs and
the near daily occurrence of new seltzers
products, so it is up to the retailer to
now seltzers,” Michael Ismailoglu, Thirsty
and colourful spritz-filled cans coming to
change the consumers’ perception
Camel’s National General Manager said.
market feels like it’s set to be the hottest
that if it isn’t a ‘big brand’ then [they]
drink of the season. National Liquor News
won’t like it.” - David Hounsome,
is deemed to be a success is managing how
reported in the July issue that the “RTD-like
National Sales & Marketing Manager
big a range a retailer actually carries in-store
alcoholic and flavoured sparkling water is
of Edgemill Group
and trying not to replicate what happened
making a lot of noise in the liquor industry
“The key to whether the seltzer category
[in the early days of the] cider category when
at the moment”. So what do suppliers think
Don’t forget your loyalists: “In
is driving interest, growth and a wave of new
the constant search to bring new
“That said, we have seen some exciting
NPDs in Australia?
consumers into your brand do not
brands on offer in the Australian market
take for granted those that have
from global brands like White Claw and
highlights, “Australians are wanting to enjoy
stayed loyal to you for a long period
Smirnoff Seltzer to local craft offerings like
their favourite beverage in more convenient
of time.” - Michael Ismailoglu, Thirsty
Brookvale Boozey Seltzer, Good Tides, St
occasions such as house parties and picnics,
Camel National General Manager
Andrews Beach Brewery ‘Tidal’ Alcoholic
Skelton notes the trend in seltzer
and as consumers become more health 46 | National Liquor News
retailers carried way too many varieties.
Seltzer, and the list will go on.”
Summer RTD
While it remains to be seen if seltzer
cocktails using our non alcoholic
can replicate its international success
kombucha previously, as our main
here in Australia, the wave of products
footprint for distribution has been on-
on offer makes it apparent we’re sure to
premise, so a pre-mixed version made
see a whole lot of it on shelf this summer.
perfect sense for the Dirty Bucha and so far we’ve been really pleased with
On-premise products getting off-premise attention
how it’s performing.
With global trends in premiumisation
venues around Byron Bay who have
and ‘better for you’ becoming
always supported us, and from there
commonplace in the off-premise
have continued to grow. For us having
channel, a wave of home grown and
the support of the local area was key,
home ready RTDs with origins in the
and that’s helped establish the Dirty
on-premise, are starting to make their
Bucha to the point that we’re now
way into bottle shops and pantries
available in many leading independent
across the country.
outlets,” Co-Founder Paul Tansley said.
“We started out in flagship local
In Byron Bay, The Bucha of Byron,
Further in this space, premium
a local kombucha brand, has expanded
canned cocktails that are RTDs or
into locally crafted cocktails with The
‘Ready to Serve’ have been making
Dirty Bucha, and is now available
a space for themselves in the premix
nationally through BWS and Dan
channel, with new products like Onyx
Murphy’s.
Espresso Martini, distributed by Swift
“The Dirty Bucha is partly
& Moore Beverages, taking the popular
considered in the RTD category, partly
espresso cocktail from the bar to the
in alcoholic kombucha. We actually
at-home experience in a convenient
refer to it as a lower sugar cocktail in
130ml format.
a bottle,” Bucha of Byron Co-Founder Cam Macfarlane said.
“[There is an] opportunity for craft and super premium brands to drive
“We have our Gin & Lemon Myrtle
awareness and trial by delivering truly
and a Vodka & Tropical [variety],
exceptional taste experiences that are
and we blend our Bucha of Byron
hard or near impossible to replicate in
kombucha with premium spirits from
home,” Cameron Crowley, Managing
our friends at Cape Byron Distillery
Director of Swift & Moore Beverages
(Brookie’s Gin). We’d actually made
told National Liquor News.
■
October 2020 | 47
Rum
The best is yet to rum The rum category is reinventing itself and leveraging strong potential for future growth. If COVID-19 and the subsequent lockdowns have
“If you look at the category closer over the past
done anything for the drinks industry, it’s that we’ve
three years you will find that people are going beyond
seen a boom in sales of glass spirits thanks to a
just white rum and the typical rum and cola. There is
renewed interest of Australians in making cocktails
a growing demand for craft and premium rums. Rum
at home.
with age statements and sipping rums are becoming
Gin is still the king of the spirits category, in
popular as well as spiced rum,” Catada said.
terms of growth and innovation. However, there are
The pandemic has also influenced this growing
signs that consumers are starting to become more
interest in different kinds of rums and their serves, as
adventurous when it comes to trying new rums,
Vok’s Brand Manager Kristen Mckinstry and National
particularly spiced rum, which is the third fastest
Business Manager Patricia John noted.
growing segment in the glass spirits category.
“There’s evidence to suggest that this year, in
Loy Catada, Bacardi Brand Ambassador, says that
particular, consumers have been seeking to recreate the
consumers have a growing willingness to explore new
‘bar experience’ at home, and are therefore choosing
drinks, and this includes a move beyond the typical
premium spirits to enjoy or experimenting with
rum and cola.
mixing their own cocktails,” said Mckinstry and John.
48 | National Liquor News
Rum
“While the classic ‘rum and cola’ drinker (who
Will rum be the new gin?
consumes both RTD and bottled formats) will always
Some in the industry have noted that the promising
be around, the category will continue to evolve in
numbers coming from the rum category indicates
terms of new options for rum drinkers.”
it may become the new gin, in that it is set for an
This refreshed interest in rum is being reflected in growth stats as well. According to Lachlan Cameron, Lead Consultant at IRI, Total Glass Spirits are enjoying 16 per cent growth (MAT 52 weeks up to the 02/08/2020).
explosive burst of popularity. Tanya Mah, Brand Manager for Kraken at Proximo Spirits said early indications are looking this way. “Gin is a prime example of premiumisation in Australia recording YOY category growth. The same
Cameron says that dark rum is performing well with
drivers are also prevalent in rum with consumers
13.4 per cent value growth, although it’s growing behind
prepared to spend more on the products they see as
the Total Glass Spirits category. Whereas spiced rum is
better quality,” Mah said.
the real star performer with 20.6 per cent value growth, which is outperforming the glass spirits segment. “Spiced rum is the ninth biggest glass spirits
Premiumisation is also something that Brix Distillers thinks will contribute to rum’s further expansion of influence, like it did for gin.
base but the third fastest growing,” Cameron said.
“Rum is in the midst of its premiumisation journey
“Glass spirits are booming off of renewed interest of
and is growing in the US, France and the UK and as
Australians in making cocktails at home.”
Australian generally follows a few years behind, we
Growth is being driven from an existing brand
hope to see a big upturn in rum premiumisation over
base, but also from a range of new entrants to the
the next few years as the gin category hits its saturation
market which are piquing interest and driving
point,” Brix Co-founder James Christopher said.
exploration across the board. As Sailor Jerry’s Brand Manager Hannah Ellerkamp said: “It is definitely a strong and emerging category.
Transparency and definition
There are more entrants coming into the category and
“The rum category seems to be in the midst of an evolution right now
it provides consumers with a lot of choice for a lot of
with categorising its products and label transparency. While rum can
different palates and drinking styles.
be seen as less clearly defined than some categories, with few rules to
“Rum has always been quite important within
production, there is currently a movement to show transparency and set
Australia and especially within the east coast. It is
some guidelines as to how products are labelled and named.”
definitely an important category and one where we see
– James Christopher, Co-founder, Brix Distillers
quite a bit of development happening in the future.” October 2020 | 49
Rum
Rum reinvention Many voices across the industry have noted that in order for rum to unlock the same potential as gin, it needs to evolve and almost reinvent itself and the way it is perceived. The problem, as Ellerkamp said, revolves around many consumers not being enlightened to the opportunity around rum beyond what they’ve heard before. “For quite some time, rum has been this typical stereotype drink that belonged to a certain type of drinker… So we think that a lot of people that might have been drinking rum when they were 18 and they really enjoyed that drink then they probably never really went back to it,” Ellerkemp said. According to Mckinstry and John,
Partnerships for growth Sailor Jerry is investing in the
local spirits in the Australian market are already doing a great job with shaking this “As palates change and mature, people
perception.
growth of the rum category and
are starting to look outside their regular
“The perception of Australian Rum
its brand through means that will
purchases and starting to explore the rum
is starting to change, both at home and
encourage consumer engagement
category. Knowing that there are a number
overseas. This has led to the growth of
with communities and rum
of Australian rum producers in their early
the Spiced Rum category, which attracts
exploration occasions.
stages right now, there will be a boom in
a different consumer than mainstream
Australian rum over the next few years and
Dark Rum, and a growing interest in the
Brand Ambassador Lucille Rose
that will translate into a more educated and
premium end of the category as a whole,”
gave the example of Sailor Jerry’s
discerning consumer.”
they said.
The distributor of Brix, Swift + Moore
A driver behind this evolution is
Beverages, noted the similarities between
innovation, whether that be in liquid, format
“I think this campaign really
the categories and Cameron Crowley said:
or education.
resonates with a lot of people,
“The explosion of craft and small batch gins
For example, Mah said that an important
being able to get back out there
demonstrates a pathway for innovative and
movement for the category is: “Innovation
safely and have some fun again,”
category leading brands such as Brix.”
that addresses the consumer need for
#supportyourlocalartist campaign.
Rose said.
Catada said he is hopeful that the future
premium convenience.”
of rum goes down the same path as gin,
Catada noted a number of innovations
“And we also live streamed these
but it will depend on what industry leaders
in multiple areas, but what they had in
events over social media so those
choose to get behind.
common was how they showed: “The rum
who couldn’t attend were able
“The question really is what is next after
to still join in and see what was
gin, or what will early adopters choose
Producers continue to expand the
happening, and this was really
next? I would think they will be seeking
category while committing to this goal
well received too. I think it’s great
a different flavour profile... Aged rum is
to reinvent rum into something with the
nowadays because people don’t
an obvious choice and perhaps flavoured
boom factor that gin has. Noting the areas
have to miss out on these things
rum which could also associate with the
that are most poised for success are key to
anymore thanks to social media.”
current trends in craft, sustainability and
capatilising on what rum can offer now and
all-natural ingredients.”
into the future.
50 | National Liquor News
category is starting to reinvent itself.”
■
Enjoy BACARDÍ Rum Responsibly. BACARDÍ, ITS TRADE DRESS AND THE BAT DEVICE ARE TRADEMARKS OF BACARDÍ & COMPANY LIMITED. SHARE WITH THOSE OF LEGAL DRINKING AGE ONLY.
Spotlight
Reflecting on a life in
liquor retail Shane Tremble has played a key role in shaping the Australian liquor retail industry.
Over the course of a career than has spanned more than four decades, Shane Tremble has played a key role in shaping the Australian retail liquor industry into what it is today. So, as he prepares to retire from his role as General Manager Group Service at Endeavour Group in 2021, National Liquor News caught up with him to reflect on the highlights of his stellar career. Tremble first joined the liquor industry in the late 70s by working in a bar to earn himself some extra money while studying a business degree. But after realising he didn’t enjoy working until three in the morning, he moved on to get a job at the largest independent retailer in NSW at that time, Claude Fay Cellars. In around 1980, Claude Fay Cellars was acquired by Coles and at the same time, Coles bought another chain of liquor stores called Liquorland – and so began the start of the Coles Liquor business. Tremble was picked up by Coles in the takeover and worked for many years as a relieving manager between different stores. “It set me up fairly well because I knew the network reasonably well better than anybody from the new company that was coming in,” says Tremble. From there, Tremble was promoted to a buying role in the Coles Liquor head office and then went on to become the national buyer. “By this time it was the late 80s and we did a trip overseas to look at the way other big liquor retailers around the world were organising 52 | National Liquor News
Spotlight
their buying and we discovered a thing called category
From here, Tremble was appointed as Merchandise
management, which up until then hadn’t been a thing
Manager for BWS, which at the time was a small chain
in the liquor industry.”
of just 120 stores – there are 1,300 now.
From there, Coles developed a category
At the time, the Coles Liquor business was double
management strategy and Tremble was appointed
the size of the Woolworths Liquor business and so
to be the first category manager in the liquor industry.
Woolworths, realising that they needed to open
“That was pretty exciting because it was the first
freestanding stores, started doing that by acquisition
time that a retailer had taken advantage of its national footprint, consolidating its buying nationally. Prior to that it was all done on a state by state basis. “So, it made for a reasonably dramatic power shift because it enabled us to take advantage of our national scale.”
– the biggest of which was that of ALH. “Out of that came a couple of hundred hotels and all of their attached liquor stores, which allowed us to launch the BWS brand and eventually the Dan Murphy’s brand as well. “The Dan Murphy’s chain was of course another
A few years on, Tremble became the General
particularly important acquisition, it was a five store
Manager of the Vintage Cellars chain and was
chain down in Victoria that was owned by Daniel
instrumental in its national rollout.
Francis Murphy and that five store chain subsequently
“It was a very big rollout – we opened around 44 stores in four years,” he remembers. “It was a wonderful business and gave me a chance to
turned into a 250 store chain,” says Tremble. After that time, he moved out of buying and into licensing and acquisition.
build my network in the wine industry. I remember one
“My job evolved from there into an interesting
of the things I loved about Vintage Cellars was that we
sort of amalgam of different things. And in addition
used the late great Len Evans as a Brand Ambassador.
to the licensing and acquisitions, because we have a
Len used to come along whenever we opened our first
lot to do with governments regulators in that space,
store in a new state and launch the brand. We would
I came to look after the government, external piece,
invite all the local dignitaries to the best hotel and the
and compliance. And that’s how my current role kind
best restaurant in town and serve some spectacular
of evolved over the years.”
wines and kick the thing off with a bang. Travelling with Len was one of the great joys of my life.”
When looking back to career highlights, Tremble references the acquisition of Cellarmasters,
Tremble was with Vintage Cellars for around
which included the Cellarmasters Wine Club and
15 years before he decided it was time for a change
subscription business and a couple of other direct and
– a change that led him into a private label wine
digital operations and the production assets.
production business. The private label business grew
“I think that acquisition fundamentally changed the
and eventually had contracts with both Aldi and
business because it gave us a fully vertically integrated
Woolworths. And after a while, Woolworths Liquor
business on a scale which had never been seen not just
came knocking to see if Tremble would like to get
in this country but anywhere in the world.”
back into liquor retail.
There are few people who can say that they’ve spent
“I actually missed it a lot,” says Tremble.
their entire career in the liquor retail space, and even
“Woolworths was interested in setting up a private
fewer who can say that they were involved in so many
and controlled label business, which is something that
Australian firsts that have shaped the industry into
they didn’t have at the time. But it was something
what it is today.
that I had done previously at Liquorland while I was
“It’s a wonderful industry and I think that the thing
in category management and buying. So, I came
I will miss the most about the industry is the people. It
on board at Woolworths and I used my network of
really is a tremendous industry and I couldn’t imagine
suppliers to build a private label business.”
having spent a more fulfilling work life doing anything
This private label business has gone on to grow into what is now Pinnacle.
“It really is a tremendous industry and I couldn’t imagine having spent a more fulfilling work life doing anything else over the past 40 years.” – Shane Tremble.
else over the past 40 years,” says Tremble. “It’s been brilliant.”
■
October 2020 | 53
Wine Tasting Review
A summer favourite: Rosé The National Liquor News tasting panel sipped and swirled their way through a selection of rosé this month. Here are their highest scoring wines across three price brackets.
Panels Picks
The Panel ➤
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C hristine Ricketts, Wine Educator, Endeavour Group A ndrew Stubbs, Manager, Vine Wine A ndy Milne, Brand Manager, SouthTrade International S alvatore Margiotta, State Sales Manager, NSW & ACT, Delegat Limited E mma Fogarty, Senior Brand Manager, SouthTrade International M ark Bradstreet, Key Account Manager, Joval Wine Group D avid Messum, Director, Just the Drop C harlie Simpson, General Manager, Virtuos Vine
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
54 | National Liquor News
Château de
Stoneleigh Pinot
Carillion Expressions
l’Escarelle Jardin
Noir Rosé
Pinot Rosé
Des Secrets Rosé
Region: Marlborough,
Region: Wrattonbully/Orange
Region: Provence, France
New Zealand
VIN: 2020 LUC: $13.90
VIN: 2018 LUC: $25.80
VIN: 2019 LUC: $14.79
Distributed by:
Distributed by:
Distributed by:
Free Run Distributors
Déjà Vu Wine Co.
Pernod Ricard Australia
“Pale salmon colour. Vibrant and citrusy on the palate. Lingering finish.” – Emma Fogarty
“A good food wine with great balance of flavour, fine soft tannin and acid on the lingering finish.” – Christine Ricketts
“This has that Turkish Delight character on the nose that I love in rosé. Palate is tight and driven.” – Mark Bradstreet
Wine Tasting Review
LUC $17 and over Grenache Wizardry
Vinoque Nebbiolo
Grenache Rosé
Rosé
Region: Heathcote
Region: Yarra Valley
VIN: 2019 LUC: $23
VIN: 2019 LUC: $25
Distributed by:
Distributed by:
De Bortoli Wines
De Bortoli Wines
“A very classy dry style with enough going on to maintain interest.” – Charlie Simpson
“Zippy into minerality. Well integrated acid. More texture than fruit. Super pale. Classy!” – David Messum
AIX
La Bohème Act Two
Rosé
Dry Pinot Noir Rosé
Region: Provence, France
Region: Yarra Valley
VIN: 2019 LUC: $20.96
VIN: 2019 LUC: $21.95
Distributed by:
Distributed by:
Joval Wine Group
De Bortoli Wines
“Beautiful pale pink colour. Refined strawberries and cream on the nose and palate. A beautiful summer wine.” – Emma Fogarty
“Great fruit intensity, balanced but all present. Acidity sits well in the background holding it together.” – Andy Milne
“There was a surprising amount of variety among the styles – good to see more dry wines and a move away from sticky sweet. Many managed to achieve bright effervescence while remaining refined.” Emma Fogarty Senior Brand Manager SouthTrade International
Food Pairing ➤
Bird in Hand Pinot
Terra do Rio
Nero Rosé
Rosé
Region: Adelaide Hills
Region: Riverland
VIN: 2019 LUC: $19.35
VIN: 2019 LUC: $17.20
➤
Distributed by: Bird in Hand
“Really polished, beautifully balanced, delicate fresh red berries on palate.” – Salvatore Margiotta
“Pears, roses and lemon flavours mingle on the palate.” – Emma Fogarty
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“ It’s a whole world! Salads and fresh seafood, to sliced meats, and some drier styles want cheese.” – Charlie Simpson “ The best pairing for a good rosé is a group of friends and a sunny spring afternoon.” – Mark Bradstreet “ My favourites are chargrilled octopus or a plate of charcuterie.” – David Messum “ Sweet and sour Asian inspired dishes or a yummy custard fruit tart.” – Christine Ricketts
October 2020 | 55
Wine Tasting Review
LUC $14-$17
“Colours seem to be getting lighter and lighter, more reminiscent of a blush than rosé.”
Beresford
Born & Raised
Rosé
Rosé Lumiére
Region: McLaren Vale
Region: Heathcote
VIN: 2020 LUC: $15.30
VIN: 2019 LUC: $16.76
Distributed by: VOK Beverages
Distributed by: Captains of Trade (NSW);
“I’d make this my hot summer’s day rosé.” – Christine Ricketts
Apostrophe Wines (VIC)
“Rose gold in colour, peachy and effervescent on the palate. A beautiful afternoon wine.” – Emma Fogarty
Andy Milne Brand Manager SouthTrade International
Brand’s Laira Old
Audrey Wilkinson
Station Rosé
Rosé
Region: Coonawarra
Region: Hunter Valley
VIN: 2020 LUC: $15.48
VIN: 2020 LUC: $14.03
Distributed by: Casella
Distributed by: Agnew Wines
Family Brands
“Shy at first, this opens up with lemon balm, creamy berry panna cotta and a slight green note – as if I’m already sitting in the garden.” – Andy Milne
Editor’s Picks ➤
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9 Chateau de l’Escarelle 8 Palm Rosé 2019, Provence, France, LUC $16 (Déjà Vu Wine Co.) 9 Petaluma Dry Rosé 2019, 8 Coonawarra , LUC $19, (Accolade Wines) 8 Marrenon Petula Luberon 8 Rosé 2018, Luberon, France, LUC $16 (Star Beverages) 8 Feudo Arancio Tinchite 8 Rosé 2019, Sicily, Italy, LUC $12.90 (Single Vineyard Sellers)
56 | National Liquor News
“Light yet complex – full of flavour and balance. Acidity is there but just enough to hold everything together.” – Andy Milne
Bird in Hand
Atze’s Corner Wild
Rosé
Rose Grenache Rosé
Region: Wine of Australia
Region: Barossa
VIN: 2020 LUC: $16.98
VIN: 2019 LUC: $14.50
Distributed by: Bird in Hand
Distributed by: Pail and Cooper (VIC); In Cantina
“Great pale colour, pink edged hues. Fine and bright. Very fresh as rosé should be. Highly drinkable.” – David Messum
Wine Sales and Marketing (WA); Daniel Saunders (QLD); Claritas Marketing (SA); Atze’s Corner Wines (NSW)
“Summer fruits on the nose and fresh fruit flavour on the palate. This would be great to pair with fish or chicken.” – Emma Fogarty
Wine Tasting Review
LUC $14 and under Elbourne Jours D’éte
Baileys of Glenrowan
Rosé
Small Batch Series
Region: Hunter Valley
Rosé facts
Organic Rosé
VIN: 2019 LUC: $12.50
Region: Glenrowan
Distributed by:
VIN: 2019 LUC: $13
Elbourne Wines
Distributed by:
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Casella Family Brands
“Dry, balancing acid. Nice balance of confectionary and red fruits. Long finish. Very drinkable.” – Christine Ricketts
“Lovely easy drinking rosé. Well balanced. A slight lack of fruit complexity holds it back a little but the length goes on forever.” – Andy Milne
Feudo Arancio
Giesen Blush
Tinchite Rosé
Sauvignon
Region: Sicily, Italy
Region:Marlborough,
VIN: 2019 LUC: $12.90
New Zealand
Distributed by: Single
VIN: 2019 LUC: $13.76
Vineyard Sellers
Distributed by: Oatley Fine Wine Merchants
“Very citrusy and effervescent. Lemon balanced with strawberries.” – Emma Fogarty
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T he colour of rosé depends on how long the grape skins are left in the wine during production. C ellaring isn’t recommended for most rosé - it should be drank within two to three years of purchase. T he first wines ever made were said to be rosé, because of the original techniques used to make it squeezed the colour from the skin. A lmost all wine regions in the world produce rosé.
“Really balanced style with fruit weight and layers of complexity, hints of spice. Really nice food friendly style.” – Andrew Stubbs
Barton & Guestier
Jules
Reserve Shiraz Rosé
Rosé
Region: Pays d’Oc, France
Region: Southern France
VIN: 2019 LUC: $9.10
VIN: 2018 LUC: $12.25
Distributed by: Beach
Distributed by: Felixir
Avenue Wholesalers
“Well balanced, light and fruit forward wine. Hints of blossom and floral notes keep this light and fresh.” – Andy Milne
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F ourteen per cent of rosé shoppers plan to buy based on a particular region/country, compared to an average of just 10 per cent for wine as a whole.
“A real standout. Enough fruit filling out the mid-palate and a savoury edge. Great balance and poise.” – Andrew Stubbs
“There were lots of cheaper wines relying on sugar and tartaric acid to create mouthfeel. Both are overdone on wines that showed well on nose only to be let down on palate.” David Messum Director Just the Drop
October 2020 | 57
Shop Talk
L-R: David Ward and Anthony Young
Shop Talk We talk shop with David Ward from BentSpoke and Anthony Young from Plonk in Canberra. Q How are you finding the current market?
DAVID: COVID has been difficult for the entire trade and I feel for our friends in on-premise, especially in Victoria. However, BentSpoke has been able to support and grow off-premise, with strong consumer demand for Crankshaft and Barley Griffin. We have also been able to maintain our limited release program launching four seasonal beers during the pandemic of wildly different styles including a Flanders Red Flemm, a black IPA Big Nut, A barrel aged imperial stout Descent 20 and a double IPA Cluster 8. I believe this regular innovation keeps consumers interested and engaged. ANTHONY: The market for us has changed drastically over the past five years with the craft beer scene in Australia exploding and people changing focus from quantity to quality products. These days
MEET…
DAVID WARD,
BentSpoke, National Sales and Marketing Manager
ANTHONY YOUNG, Plonk, Founder and Owner; passionate supporter of Aussie independent craft beer producers
we also welcome between 10 to 20 new beer releases weekly. There is so much to discover and the craft beer scene is well and truly
are so passionate about independent beer and supporting local, and
booming. COVID has obviously caused a few challenges and we are
it is great to see us and Capital Brewing so well represented in-store.
more than ever determined to support our local Aussie producers
Having one of the best ranges in Australia, it is impossible to walk
as much as possible to help them get through this.
out of the store without a bottle of something rare under your arm. ANTHONY: We share the privilege of being independent and
Q How have you pivoted the way you do business
local Canberra businesses, so that mutual understanding really
during the pandemic?
brings us together to achieve the best result for all our customers
DAVID: BentSpoke has always been very strong on events and
and both businesses. The team at BentSpoke, headed by Richard
tastings. Often first introductions to the brand have been by Richard
and Tracy, provide us with an amazingly good, consistent range of
or Tracy at a beer festival or event. Having to move away from this,
beer. BentSpoke currently has six core beers and six special release
we launched Bent Brewers Live; a first weekly and now monthly
beers that come out as seasonal releases which our beer lovers froth
digital broadcast featuring Richard and different guests every week.
over… and so do we.
Guests have included Dr Tim Cooper (Coopers Brewery), Scott Hargrave (Balter Brewing Company), and Brad Rogers (Stone &
Q How do you approach the retailer/rep relationship?
Wood Brewing Co.).
DAVID: A good relationship with a retailer is all about understanding
ANTHONY: We have fast tracked our web store and put a
needs and how to work together to ensure the beer moves well in-
lot of time and effort into providing the best possible service for
store and at good margins. Working together to raise awareness of
customers wanting to shop from home and get goods delivered. We
our brand and to increase footfall into a store is integral. Advertising
are also reaching out to breweries directly (such as Melbourne-based
tastings, access to limited release products and open dialogue. Also
breweries) to get their produce into Canberra and to help them stay
never forgetting that sometimes the best way to grow the relationship
afloat until things normalise again. Definitely unusual times but we
is finding the time to have a beer together.
are up for the challenge.
ANTHONY: We constantly strive to provide the best for our customers and working with a company such as BentSpoke makes
Q What do you enjoy most about working with each other?
for a very enjoyable business partnership. BentSpoke is our best
DAVID: Plonk was one of BentSpoke’s first customers and remains
selling beer brand and their constant support of Plonk is something
very close to everything we do in the ACT. Anthony and the team
that we cherish.
58 | National Liquor News
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