National Liquor News September 2023

AWARD FINALISTS ANNOUNCED

Over 750 finalists were announced across more than 60 categories. All winners will be announced at ALIA. SCAN TO VIEW THE FINALISTS

Editor’s note

Welcome to the September issue of National Liquor News, your go-to source for the latest trends, insights, and innovations in Australia’s dynamic retail liquor industry.

Firstly, I just want to take this opportunity to say a huge congratulations to everyone who has been nominated as a finalist is this year’s ALIAs, and a huge thank you to everyone who took the time to vote, in what was a record year for voting.

ALIA is peer voted, so every person, and every store, and every brand that is a finalist has been voted for by the industry, which makes these awards particularly special.

All the finalists are now live on The Shout website and will also be printed in the October issue of National Liquor News – congratulations to you all and we hope to see you all there on the night!

As we dive into this month’s edition, we explore the world of organic drinks, which have been gaining momentum among consumers who value sustainability and natural ingredients. We take a practical look at how the organic movement is influencing the liquor landscape, from production methods to consumer preferences.

If you’re curious about the world of Prosecco,

our report provides a down-to-earth exploration of the gem of the sparkling category. We’ve done the legwork to bring you insights into the craftsmanship behind Prosecco and what sets it apart from other bubblies, as well as providing an update on the #SaveAussieProsecco campaign.

For those of you catering to discerning gin enthusiasts, we’ve got you covered. Our spotlight on premium gin examines the meticulous processes that result in top-tier spirits. Whether your customers are gin aficionados or newcomers, we offer insights that can help you navigate the premium gin market. Seltzers continue to make waves as a refreshing and low-calorie option. Our feature on this trend dives into the various flavour profiles and packaging considerations that are making seltzers a sought-after choice for many consumers.

Lastly, our panel of experts sipped and savoured to bring you a curated selection of exceptional rosé. From pale blushes to vibrant hues, these wines encapsulate the spirit of summer and beyond.

Cheers, Deb

Top Reads

➤ 34 All natural options

➤ 56 Best in glass

➤ 50 Spirited surge

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Category

Consumer-inspired innovation gives Ampersand Projects competitive advantage

In the space of just a few years, independent Australian producer Ampersand Projects, best known for Vodka Soda &, has exploded into the RTD category, tripling sales year on year with its consumer-inspired innovation.

Since the launch of its flagship product Vodka Soda & in 2018, Ampersand Projects has become a market leader with a 34-strong product portfolio. By developing different flavours, spirit combinations, ABV strengths and unique packaging, this innovative strategy has given the producer a competitive edge in the Australian marketplace.

“Ampersand has a proven track record in innovation and staying ahead of trends,” said Director Alex Bottomley. “This will continue into FY24 with an incredible suite of new products launching in September 2023 ahead of summer.

“We are continually monitoring trends and working on product development. Our innovation pipeline typically is focused on summer launches, but we are also known in the industry for our speed to market. This is a strength that we have over our bigger competitors, and we have examples of innovations getting to market in the space of eight weeks after identifying market gaps or hot trends.”

Tapping into evolving consumer wellbeing trends, the range of & brands has a variety of better for you options ready to launch for summer. From its latest innovation, expect a nine per cent Vodka Soda & Flavour range, which features no sugar, no carbs and no gluten, and its first foray into the dark spirit RTD category. Despite a leap into wellbeing trends, these

new ranges also meet growing demand for a higher strength product that replicates the drinks received in the on-premise.

Taking note of the surging popularity for Espresso Martinis on-premise, Ampersand Projects released its Vodka Espresso & Shake gift pack with everything you need to make the much-loved espresso martini at home, including vodka, cold drip coffee and a cocktail shaker.

Proving popular for at-home consumption, the gift pack prompted the move into the RTD category with the release of an espresso martini that is ready to go. The Vodka & Espresso Martini is designed to simply chill, shake and serve, giving consumers the convenience of a bar quality cocktail from the comfort of their own home.

As the company continues on its upward growth trajectory, Bottomley spoke about the latest release of Tequila & Margarita.

“We noticed that tequila RTDs were very popular in the USA and could see the growing popularity of tequila as a spirit of choice in both the on- and off-premise in the Australian market, so the move into a tequila RTD or ‘cocktail in a can’ was a natural progression for us to keep ahead of trends.

Founded by three friends, Ampersand Projects has created an easily recognisable brand with a personal, consumer-focused approach. Prioritising innovation and customer experience has given the company an edge against global competitors, a strategy that is accelerated through cuttingedge marketing programs.

“Using a combination of ATL and BTL initiatives and leveraging the industry expertise built up over a decade in liquor, we will build awareness of new products and use trial levers to get liquid on lips,” added Bottomley. “In-store displays, influencer gifting, social media tactics, launch events and in-store tastings are among some of the initiatives to be rolled out.” ■

Building a brand based on customer experience and market innovation has helped Ampersand Projects become one of Australia’s leading RTD producers, writes Molly Nicholas.

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For retailers around the country

New Monkey Shoulder Ambassador will be mixing it up

Monkey Shoulder has a new Brand Ambassador, and Rachael Bartlett will be aiming to help the trade understand just how and why Monkey Shoulder brings something different to Australia’s whisky scene.

“I really just want people to be drinking and talking about Monkey Shoulder,” Bartlett told National Liquor News

“We’re all about taking whisky out of the realm of needing to be sipped neat on the rocks, and helping people understand that it is something that you can use to make a cocktail, or that you can put into a taller drink.

“Our whole thing at Monkey Shoulder is that it is made for mixing, and we’re helping people understand that they can use Monkey Shoulder to make some simple, but really great tasting drinks at home.”

As with many Brand Ambassadors, Bartlett says the key to success is getting liquid on lips and once people get to try a drink like the Ginger Monkey, which is 50ml of Monkey Shoulder and 120ml of Dry Ginger Ale stirred in a tall glass with ice and an orange wedge, the messaging becomes so much easier.

“Monkey Shoulder has got a mix of vanilla, honey and zesty fruitiness that makes it really versatile and helps it to complement other flavours really well.”

She added: “Retailers and bartenders really are the best Brand Ambassadors, so I will be talking to them, getting them to taste the whisky and really working to get them on board, because they are going to be the ones guiding customers. And it’s going to be great getting them excited about breaking stereotypes and preconceived ideas about what a particular spirit is.”

Bartlett has commenced working as the Monkey Shoulder Brand Ambassador, contact your local your local William Grant & Sons representative to find out more about the brand and tasting opportunities.

ILR appoints new CEO to oversee growth strategy

Independent Liquor Retailers (ILR) has appointed Anthony Abdallah as CEO to lead the business‘ new strategic direction and next phase of growth.

Abdallah brings a wealth of industry experience with him, having worked in senior roles across Metcash, ALM, and AUR. He is also no stranger to ILR, having previously served as a Director and Chairman. He will work alongside the existing ILR team to execute the business’ strategic plans and take it into the future.

John Krnc, Chairman of ILR, was delighted to announce Abdallah’s appointment, saying: “His deep knowledge and experience in both partnerships and relationships will deliver growth for all stakeholders resulting in improved sales, margin, and profit as a result of growing our market share.”

He continued: “Anthony’s vision and dedication to excellence make him the ideal choice to guide us into the new era of growth while preserving the core values that have made ILR the destination of choice for many proud members.

“As Chairman, the Board and I look forward to working alongside Anthony in shaping the future of ILR. Together we will forge ahead on a path of innovation, growth and unwavering dedication to our members and partners.”

Rachael Bartlett, Brand Ambassador, Monkey Shoulder

L-R: John Krnc (Chairman) and Anthony Abdallah (CEO)

Suntory Oceania launches as new $3bn drinks giant

A new $3bn drinks giant is launching in Australia, with Suntory merging its alcohol business, Beam Suntory, with the nonalc Frucor Suntory, which will create the fourth-largest ANZ beverage group in Oceania.

The new business, Suntory Oceania will have full end-toend control of its portfolio, including manufacturing, sales, and distribution and preparations are now underway to ensure the partnership is operational for mid-2025 in Australia and 2026 in New Zealand.

Suntory Oceania’s 40 market-leading brands will include Jim Beam and Maker’s Mark Bourbon, Hibiki Japanese Whisky, Canadian Club Whisky, -196, V Energy, Maximus, Suntory Boss Coffee among many more, and spans premium spirits, RTD (ready-to-drink) alcohol beverages, juice, water, soft drinks, coffee, energy and sports drinks.

Mark Hill, Managing Director of Beam Suntory Oceania, explained the history of the business in Australia to National Liquor News, and why the decision was made to make this change.

“Suntory was founded more than 120 years ago, and the Suntory Group is now the sixth largest beverage manufacturer with operations in more than 120 countries with over 300 brands,” Hill said.

“In this market, Frucor joined the Suntory Group in 2009 and Jim Beam joined through the acquisition in 2014 and operates under the Beam Suntory brand.

“Locally, we’ve been operating independently but today we’re announcing the creation of Suntory Oceania. By bringing our two businesses together we’re going to create a $3bn multibeverage group across Australia and New Zealand.”

He added: “Both businesses have been outperforming in this market across key segments and we see the combination of us coming together as providing us with greater agility in our supply chain and also more strategic with the portfolio innovation that we’ll be able to bring.

“Our belief is that with our combined offerings we’ll be able to unlock not only the next wave of growth in core markets, but we will also be able to see growth in adjacent categories as they unfold.

“The businesses will still be separate legal entities with separate leadership teams and separate business plans and making key strategic decisions. Both businesses will still be accountable to their respective brand owners but all within the Suntory Group. But we’ll be driving a single culture across the

two businesses, because coming together with a sister company, we already share the same vision and values.”

In terms of opportunities for growth that will arise from the uniting of the two businesses, Hill said that there will be a greater opportunity to bring the best of Suntory’s global portfolio to Australia.

“One area we often talk about is trying to bring the best of Suntory to ANZ and a good example is our -196, which we took Suntory’s leading RTD in Japan and brought it here a couple of years ago, and it’s performed extremely well to the point that it is the number two RTD in the light segment in 2022 it was the brand that contributed the largest amount of growth to that whole category. And we see more opportunities of being able to do that and bring more products that are localised to the consumer palate.”

The Suntory announcement brings to an end the 16-year partnership that Beam Suntory has had with Coca-Cola Europacific Partners (CCEP), with the contract expiring on June 30, 2025.

CCEP’s Regional Managing Director for Australia, Pacific and Indonesia, Peter West said that the company will continue to participate in alcohol beyond the expiry of the Beam Suntory contracts and views alcoholic RTD beverages as an attractive proposition given its explosive growth in Australia and New Zealand.

He said: “Alcohol is a dynamic and important category, and when you look at the growth in alcoholic RTD beverages around the world, two of the most developed markets are Australia and New Zealand. CCEP’s experience in manufacturing alcoholic RTD beverages, our relationships servicing over 21,000 customers across the sector, and our deep consumer and customer knowledge all position CCEP well for a great future in alcohol.”

L-R: Darren Fullerton, CEO, Frucor Suntory Oceania and Mark Hill, Managing Director, Beam Suntory Oceania

IBA’s new Loyalty Program

Unlock exclusive rewards and perks

We are thrilled to announce the launch of our highly anticipated Loyalty Program, designed to provide our valued customers with an unparalleled shopping experience while showering them with incredible rewards and exclusive benefits.

At Independent Brands Australia (IBA), we have always strived to build strong, lasting relationships with our customers. We believe loyalty should be rewarded, and our new Loyalty Program is a testament to our commitment to enhancing the shopping journey for our esteemed patrons.

Two programs have commenced to rollout out nationally, Cellarbrations Top Drop Rewards and My Bottle-O Rewards within Cellarbrations and The Bottle-O retail stores respectively.

Raff Palermo, Head of Digital and Loyalty shared: “We are pleased with the early progress and results that our members have responded positively to the program and value received from the great deals and offers in-store. On average, we have witnessed our basket size increase by an additional $15 and a high redemption rate on points of 35 per cent. We have been on a transformative omnichannel journey over the past three years starting with e-commerce expansion and now closing the loop with our Loyalty Program and integrating both worlds is our key focus.”

Joining IBA’s Loyalty Program opens a gateway to an array of exciting benefits, including:

• Earn points for savings on your next purchase: With our Loyalty Program, you earn valuable points that can be redeemed for savings off a future purchase. Save up your points or redeem them the next time you’re in-store. There is no minimum threshold you need before you can redeem in store.

• Exclusive discounts and offers: Our loyal customers deserve nothing but the best. Enjoy access to exclusive discounts and promotions, and limited time offers as a part of our Loyalty Program.

• Personalised recommendations: We want to make your shopping experience as enjoyable and effortless as possible. With our Loyalty Program, we will soon gain a deep understanding of your preferences, allowing us to deliver personalised product recommendations tailored specifically to you.

• Hassle-free membership: Signing up for our Loyalty Program is simple and hassle-free. You can join instore or through our user-friendly website or app. Start earning rewards today.

Becoming a member of the Cellarbrations Top Drop Rewards and My Bottle-O Rewards is incredibly simple. Customers can sign up for free at any of our stores or through our user-friendly apps, which can be downloaded at the App Store. Once registered, they will immediately begin earning points with every interaction, taking them one step closer to our world of exclusive rewards. ■

Independent Brands Australia continues its transformative omnichannel journey with the launch of its new Loyalty Program.

Raff Palermo, Head of Digital and Loyalty, IBA

“We have been on a transformative omnichannel journey over the past three years starting with e-commerce expansion and now closing the loop with our Loyalty Program and integrating both worlds is our key focus.”

Industry insights and trends from the ILG Study Tour

The Independent Liquor Group visited Amsterdam and Paris for its 2023 International Study Tour with key suppliers providing an update on the current state of the industry.

Luke Van Staveren, National Account Manager

Wholesale, Pernod Ricard Australia

Rising interest rates are contributing to cost of living pressures and mortgage shock. The RBA expects this to normalise by the end of FY24, but this is still affecting spending trends.

During Covid, household savings rose to 20-25 per cent of household income, compared to the average of five per cent. Now, this buffer is depleted, and savings are closer to two or three per cent of household income.

Consumers preferred independent retailers during Covid and have continued to patronise independent liquor stores despite returning to chain groceries.

Spirits are in decline, despite predictions of growth through Covid. However, dark spirits are still growing, as well as premium and above – though not as much as previous years. Areas for growth are hard seltzers, non-alc, and unique flavour innovations.

In wine, $20+ Chardonnay and rosé are underperforming in independent retail compared to chain retail. Champagne and premium sparkling are promising, especially with increased availability of vintages post Covid.

Ben Koetsier, Head of Sales Independents, CUB Beer

While consumer confidence in the beer category is low, spend is high. The last quarter was characterised by a decline in value but growth in volume, and we can expect confidence to increase, and spend to plateau. Recruiting Gen Z and first-generation Australians to the category is important for its longevity.

Beer is vital because it drives traffic and loyalty to the offpremise, and reaches the widest section of customers. It has a high spend, second only to spirits, high purchase frequency, and is a highly planned purchase. Retailers need to position beer in the right place in-store and provide a stretch range to attract all demographics. Offering a broad range of products increases category retention. Local relevance is also important, but the definition of ‘local’ varies from Australian made to within the same town or city. A selection should be available for immediate consumption, and signposting will increase ease of shopping in this diverse category.

Delegates exploring historical Amsterdam

Delegates enjoy a cruise on the Seine on Bastille Day

Rachel & Leon Colosimo

Nick Archer, Emma Weber, Damien Bottero and Luke Van Staveren

Domenic & Barbara Penna, Suzanne Jacobi

Jagdip, Paul and Manny Singh

Paul & Suzie Esposito

Mikaela Noonan, National Key Account Manager, Moët Hennessy

The Australian wine market is seeing some resilience, both in terms of weather and vintage, and in market performance.

Older wine consumers are continuing to purchase wine despite going out less, and younger generations are still going out, but opting for fewer and cheaper wines.

Australian wine drinkers have dropped by two per cent, but frequency has increased. Seventy per cent of wine drinkers are consuming most days of the week and 82 per cent are consuming at least once.

Value and super premium are seeing growth. Champagne in particular is seeing growth, as drinkers choose Champagne for non-celebratory occasions and as an affordable luxury. Rosé is also performing well among Gen Z and millennials, especially in the super premium, $30+ per bottle category. Lighter-style reds are another sector to watch, and Pinot Noir remains a key category.

Glenn Crisp, Key Account Manager, CUB Premium Beverages

Ginger beer blurs the line between the beer and RTD categories. Queensland has 41 per cent of the national market share, followed by Western Australia with 22 per cent. Sixty-six per cent of beer drinkers have never had an alcoholic ginger beer, but 21 per cent would consider it. Bundaberg’s alcoholic ginger beer led to an increase in other brands, but sales are still led by the four major brands of Brookvale Union, Bundaberg, James Squire, and Matso’s. We can expect more innovation in the category. Unfortunately, ginger beer is not a traffic driver for the off-premise, and is not the main item in a basket. However, retailers should consider expanding the fridge space allocated to this growing category. Queensland is the largest driver of RTD growth, followed by Victoria and NSW. While established brands with low innovation are declining, their total sales are still higher than brands driving category growth. Core dark RTD and innovative RTD are in growth. Flavour, function, and format are the key areas for innovation. Nostalgic and unique flavours are in demand, as well as higher ABV and low sugar options. Cans are still king, and the 10-pack is the most popular pack size, as cases are unpopular due to inflation. Contemporary RTDs, which include seltzers, pre-batched cocktails, and nostalgic flavours, are drawing in new shoppers. To grow the category, it needs to keep up with Gen Z as well as drawing in older generations.

Delegates at Moët Chandon

Sal & Sergio Colosimo at G. H. Mumm

Delegates enjoy lunch in Amsterdam

Geoff Jansen and Megan Dessent

Maria Limsico and Joseph Zammit

Suzanne and Ken Jacobi, Ben Taylor, Damien Bottero, Harry Ajwani

Sam Ingham-Myers, Mikaela Noonan, Nick Ingham-Myers

Bridie James, Aleisha Ingham-Myers, Mikaela Noonan, Sarah Shahbandi

Marketplace

Brand news and promotions

Your favourite Wild Turkey Kentucky straight Bourbon now with Zero Sugar

The newest addition to the Wild Turkey premix range, Kentucky Straight Original and Zero Sugar Cola is a low calorie RTD specifically crafted for those consumers looking for a high quality, low calorie Bourbon premix.

Angove Organic growth continues

Angove Family Winemakers’ Organic range of wines has experienced impressive growth over the years, becoming a prominent player in the organic wine industry. Established in the early 2000s, Angove Organic Wine made a strategic decision to focus on producing high-quality, organic wines that cater to health-conscious and environmentally aware consumers. This approach has been instrumental in driving the company’s growth and success.

One of the primary reasons for Angove Organic’s growth is the increasing global demand for organic products, including wine. As consumers become more conscious of their health and the environmental impact of their choices, there has been a shift towards organic and sustainable options in the wine market. Angove’s early commitment to organic practices, such as using organic fertilisers, avoiding synthetic pesticides, herbicides, and fungicides, and practicing sustainable viticulture, has resonated with consumers seeking healthier and more ecofriendly wine options.

The company has also capitalised on its reputation for producing premium organic wines. By winning prestigious awards and receiving critical acclaim from wine enthusiasts and experts, Angove has built a strong brand image that has attracted a loyal customer base both domestically and internationally. Positive word-of-mouth and excellent reviews have further contributed to the company’s growth.

As the organic wine market continues to grow, Angove Organic is well-positioned to capitalise on the increasing demand for organic and sustainable wine products.

The company has entered new markets and forged partnerships with distributors, retailers, and restaurants worldwide. This strategic expansion has enabled the company to increase its market share and sales volume significantly. Angove Organic is now available in the US, Canada, UK, Ireland, Taiwan, Japan, NZ, Thailand and more.

The new blend has been carefully adjusted to retain the same bold Wild Turkey flavour loved by Bourbon drinkers, with a zero sugar cola for a refreshing blend with under 100 calories. It will sit within the lower ABV range of 4.8 per cent making it perfect for all consumption occasions and is best enjoyed icy cold, to bring out its earthy tones and vanilla notes.

With the zero sugar category forecasted to grow by 10 per cent in the next three years, Wild Turkey is excited to keep innovating in line with consumer demands and offering a low calorie option to the portfolio

The new RTD is available now in four-packs and 10-pack cans nationwide for all retailers. To find out more about this refreshing, low calorie, Wild Turkey Kentucky Straight and Zero Sugar Cola, contact your local Campari representative.

Ampersand introduces Purple Gin &

Following the success of Ampersand’s Pink Gin Soda & comes a brand new higher strength (six per cent) Gin RTD just in time for summer. Introducing Purple Gin Soda &, a combination of locally distilled gin with bright and vibrant blackcurrant flavours, balanced with lightly sparkling soda water. All with no sugar, no carbs and no gluten.

Yalumba encourages wine consumers to drink with purpose

September marks Australian Organic Awareness month and Yalumba is calling all wine lovers to drink with purpose by choosing wines, which are sustainably made and certified organic.

Yalumba’s organic wine collection ‘Yalumba GEN’ embodies the Hill-Smith family’s sustainable journey and commitment to the next generation, with a fierce determination for the future.

“We first released our organic collection of wines in 2005, working with like-minded grower families who were committed to the health and prosperity of their vineyards with a ‘less is more’ approach,” said Jacinta Gibson, Marketing Manager.

Certified by the Australian Certified Organic standards and 100 per cent vegan, Yalumba GEN wines are made without the use of chemical fertilisers and pesticides in the vineyard.

“With very few additions, the wines go through wild fermentation, using only the natural yeasts present in the vineyard and on grape skins,” said Gibson.

“The result is flavoursome wines with layered texture and character that are reflective of the vineyard. This collection shines a light on our sustainable processes every step of the way, from vineyard to bottle.

“In the vineyard, we look at improving native vegetation, soil health, water retention and reducing chemical use. In the winery, we are very conscious of our waste, recycling, and energy use, and are continually improving this as we go.”

All growers are certified by the International Organic Standards and are audited annually. They, along with Yalumba, are also members of Sustainable Winegrowing Australia (SWA).

Grant’s Triple Wood Smoked Whisky

With more than 135 years of history and heritage behind it, Grant’s is the third largest Scotch whisky brand by volume in Australia, and the third largest Scotch brand globally, making it an iconic and instantly recognisable name of the world whisky market.

The brand is known for the tagline – ‘Two barrels make it good, the third makes it Grants’ – pointing to its maturation in three different kinds of wood. This gives the liquid a unique robust, smooth and rich yet mellow taste, allowing it to stack up well in a dram by itself, or with complementary mixers like cola. Grant’s Whisky is competitively priced and an ideal entry point for new whisky consumers to explore the category this World Whisky Day. Distributed by William Grant & Sons.

Pepperjack releases Mid Strength Shiraz

In a first for the winery, Pepperjack has launched its Mid Strength Shiraz, responding to a rising number of consumers looking to moderate their alcohol intake. The new release sits at around seven per cent ABV, almost half of the alcohol content of Pepperjack’s original Shiraz.

For Pepperjack winemaker Richard Mattner, it was important to provide a low-alcohol option that stayed true to the regional characteristics and quality of other Pepperjack wines.

“Still bursting with quintessential Pepperjack character, this mid-strength wine displays aromas of blackberries and plums with hints of pepper and spice. The palate is rich, round, and soft with concentrated berry fruits and soft velvety tannins. All the best bits of Pepperjack but is 50 per cent lighter in alcohol compared to the original Pepperjack Shiraz,” Mattner described.

As Australia’s biggest wine producer, Treasury Wine Estates has provided a range of NOLO options to Australian drinkers and is currently investing in an in-house state-of-the-art low alcohol production facility at its recently upgraded Barossa Valley winery in South Australia.

“Building on our NOLO offering with Pepperjack MidStrength Shiraz cements our commitment to customers. It’s a wine that stays true to the heritage of Australia’s favourite Shiraz, offering a lighter alternative without compromising on taste,” said Peter Neilson, Managing Director of Treasury Premium Brands.

“We’re leveraging our premium winemaking credentials, global reach and diverse portfolio of brands – we’re in a unique position to lead in this growing segment,” concluded Neilson.

Willie Smith’s expands organic range

Tasmanian cidermaker Willie Smith’s has expanded its organic range by adding an ACO Certified organic Non-Alc cider alongside its much celebrated original Organic Apple Cider.

Willie Smith’s has built a reputation as a leading organic drinks producer over the past decade. The philosophy of harnessing the freshest apple flavours to create complex, yet approachable beverages.

As Australia’s first organic cidery, the team captures the orchard-fresh flavours by growing, crushing, fermenting, and making the cider all on the family farm, which dates back to 1888.

Willie’s is one of the pioneers of craft cidermaking in Australia and has been recognised as the best producer in Australia, taking out the Best in Show and the most successful larger producer at the 2022 Australian Cider Awards.

Willie’s has expanded into the Non-Alc segment, with the philosophy that the Non-Alc Apple Cider should be crafted to be more than just sparkling apple juice. With less than 10g of sugar per can it is refined and refreshing, with balanced acidity and tannin to provide structure.

Willie Smith’s Organic Apple Cider is now available at RRP $75 and Willie Smith’s Non-Alc Apple Cider is available at RRP $55 per 16x355ml cases.

The Nil Desperandum vision

Co-founded by Matt Hobson and Michael Conrad, CAVU Distilling released its first rum, Nil Desperandum, on 22 February 2022 at 2:22pm.

Named after one of the Sunshine Coast’s first watering holes owned by Woombye’s first hotelier James Costar, Nil Desperandum is the Latin translation of Nothing to Despair. Roughly translating to the classic Aussie saying, “no worries”, it was seemingly a perfect fit when it came to naming the rum.

The distillery launched with a limited-release rum, First, followed by One Second and then Third. Within the range, distributed by Proof Drinks Australia, is its first double vapour infused gin basket rum, Botanical, and its latest launch, Special, an Australia Certified Organic rum using locally sourced organic molasses and aged for a minimum of two years in Bourbon barrels emptied of sherry and port.

“We are already the third largest rum producer in Australia,” said Hobson, a claim he is very proud of.

“Rum is synonymous with Australia ever since it was brought over on the first fleets, we also believe it’s inherently Queensland. We source Queensland grown sugar cane and it’s harvested and milled here in Queensland too. We are one of the only certified organic distilleries in Australia.

“Our vision is to make Australia’s finest rum. One hundred per cent unadulterated rum, meaning it is made with only molasses, Woombye water and wild yeast. Together with our team and under the expert guidance of head distiller Adam Chapman, our goal is to bring amazing quality rum to the world stage.”

Framer launches Australian hard seltzer with artistic twist

Australia’s newest independent drinks brand has launched its first hard seltzer range, bringing a unique artisanal option to consumers and the opportunity to support local Australian artists.

Each can of Framer features bespoke artwork by emerging artists, with a portion of the profit from each sale going to the featured artist. Co-founders and best mates Angus O’Connell and Max Gooden say their independently owned and 100 per cent Australian made Framer combines the creative spirit of Australian craft brewing with the vibrant emerging arts culture.

The new brand joins the fast-growing sector in the Alcoholic Drinks market, with the IWSR predicting the Australian seltzer market will grow 24 per cent by 2025, driven by consumer demand for flavourful drinks with ‘better-for-you’ attributes.

Fever-Tree launches cocktail mixer range

Popular mixer brand Fever-Tree is celebrating the launch of its latest innovation, a cocktail mixer range featuring the Classic Margarita Mixer and Sparkling Mojito Mixer.

The range is created with convenience in mind for at-home cocktail making. Designed to be mixed with premium spirits, the two cocktail mixers are made with natural ingredients. With a low total sugar content, they meet growing consumer demand for healthier and better for you products.

Bringing the quality which has earned Fever-Tree a 90 per cent share in the premium mixer market, the two cocktail mixers are an extension of its already popular offering, which includes tonics, sodas, and ginger ales.

Andy Gaunt, Managing Director of Fever-Tree, said: “This is just the beginning of growth and innovation in the cocktail mixer category for Fever-Tree. As was the case with carbonated mixers, the non-carbonated category is ripe with opportunity, and bound for tremendous growth. It’s the perfect time for Fever-Tree to be making their grand entrance.

“We’re the beverage brand that has everything you need to easily enjoy a night in, a night out, or a get-together with friends and family. Our cocktail mixers can be the foundation for a really festive at-home occasion, that’s both elevated yet affordable.”

The Classic Margarita Mixer is crafted using Mexican limes, Italian blood oranges and a pinch of Scottish sea salt, resulting in a zesty mixer designed to be mixed with tequila. The Sparkling Mojito Mixer, also made with Mexican limes, incorporates Moroccan spearmint, transforming into a balanced mojito with the addition of rum.

Fellr releases Fellr Double

Known for its range of hard seltzers, Australian brand Fellr has launched a new 6.5 per cent alcoholic soda range. The range is comprised of four flavours – lemon squash, green apple, raspberry, and fan-favourite passionfruit – and promises a more intense flavour and a fuller mouthfeel than that of a seltzer.

Fellr was created by Andy Skora and Will Morgan at the height of the global pandemic. Both from established careers in the drinks industry, the pair had previously worked with some of the most iconic beverage brands in the world, before launching their independent brand in July 2020. Recently taking out the top spot in The Australian Financial Review’s Fast Starters as Australia’s fastest growing new company, Fellr shows no sign of slowing.

“At Fellr we’re huge on innovation, and have always been committed to delivering high-quality, delicious, and refreshing drinks that people are proud to drink. We saw an opportunity to expand beyond the seltzer category and tap into audiences that are looking for a more intense and full-bodied flavour without the sugar,” Skora said.

L-R: Fellr Founders Andy Skora and Will Morgan

Winesmiths Organic emphasises sustainable packaging

As September is Organic Awareness Month, Winesmiths is promoting the sustainability of cask wine and the Winesmiths Organic range. The range is Australian Certified Organic, meaning that harsh chemicals are avoided during growth and production. The wine is also made in a Sustainable Winegrowing Australia accredited winery.

On top of all that, Winesmiths cask wine has 13 per cent of the carbon footprint of bottled wine, and Winesmiths saves around 1.8 million tonnes of emissions – equivalent to the weight of 300,000 elephants.

The ‘bag-in-a-box’ packaging of Winesmiths wine has a significantly smaller environmental impact compared to wine in a glass bottle. For 1,000 litres of packaged product, bag-in-a-box packaging only creates just over 3,000g of greenhouse gases, compared to more than 32,000g for glass bottles. Additionally, it leaves much less waste for the consumer to dispose of after finishing the product, with approximately four per cent of the post-consumer waste of glass. Waste is also minimised by the packaging that keeps the wine fresher for longer, saving the equivalent of 508,000 bottles of wine.

With 50 per cent of wine drinkers having a strong interest in sustainability, Winesmiths Organic provides a convenient and sustainable pack format.

Experience the flavour of Tokyo as Kirin Hyoketsu hits Australian shores

The wait is finally over as Kirin, the Japanese pioneer of canned vodka pre-mixed drinks, finally drops the highly anticipated Kirin Hyoketsu in Australia. Renowned as the number one pre-mix drinks brand in Japan, Kirin Hyoketsu is inviting Aussies to experience the flavour of Tokyo as it launches its signature Lemon flavour.

Since launching in 2001, Kirin Hyoketsu has experienced phenomenal success in Japan, effectively revitalising the RTD category. With Australia’s current appetite for all things Japan and RTDs, it is the ideal time to introduce a localised version of Kirin Hyoketsu so Aussies can experience first-hand what millions of Japanese already enjoy.

With a balanced six per cent alcohol content, 0.3g of sugar, and only 116 calories, Kirin Hyoketsu offers refreshment without compromise for unforgettable moments and adventures.

Crafted with a true appreciation of the art of the Japanese lemon sour, Kirin Hyoketsu’s distinctive Lemon juice is created using the innovative Hyoten Toketsu method. The signature technique freezes the lemon juice to deliver a perfect blend of sweet and sour lemon notes with a clean, crisp flavour without any lingering aftertaste.

Kirin Hyoketsu will be available at Australian bottle stores from Monday, 21 August 2023 at RRP $21.99 for four and RRP $47.99 for 10.

A rich new release from Kraken

In a bold fusion of Kraken Black Spiced Rum and roasted Arabica coffee, Kraken has launched its latest innovation Kraken Roast Coffee Spiced Rum.

Combining the Caribbean flavours of Kraken Black Spiced Rum, with the aromatic Arabica bean coffee, the new spirit is described as “devastatingly delicious, bursting with exotic spices and awakened by rich coffee notes”.

The new product is designed to be enjoyed neat, over ice or in a vigorously shaken Espresso Rumtini, a simple combination of Kraken Roast Coffee, espresso and sugar syrup that can be easily recreated at home.

Coming from the Caribbean, Kraken is named after the sea beast of myth and legend. The latest release pays homage to a dark nautical tale that took place along the Maritime Spice Route, where sailors became known for scouring ancient and unorthodox methods to deter the Kraken’s dreaded attack. To mask the scent of fear, crews would fuse the finest Arabica beans in their vessel with barrels of smooth, rich spiced rum. But even the deliciously dark aroma, the origin of Kraken’s Roast Coffee, couldn’t protect them against the fury of the Beast.

Following its launch in the UK late last year, Kraken Roast Coffee Spiced Rum became the best performing new product in that quarter, with a promising future in the Australian market.

Limited Edition Prosecco, unlimited celebration

Australia’s leading Prosecco producer from the King Valley is adding a touch of glamour to this year’s celebration season. Get ready to sparkle with Brown Brothers Limited Edition Prosecco and Limited Edition Prosecco Rosé.

Monique Brougham, Brown Brothers Brand Manager says the limited edition bubbly’s have been designed to capture the essence of celebration and are perfect for any occasion. Whether you’re hosting a fabulous summer soiree or raising a glass to a significant milestone, Brown Brothers has you covered.

Brown Brothers Prosecco continues to thrive seeing 24 per cent growth MAT*.

“What sets Brown Brothers Prosecco apart is our continuous desire to meet consumer demands,” says Brougham. “Research shows that Aussies are eager to unwind and connect with their loved ones. That’s why Prosecco Limited Edition is the ultimate addition to those special moments shared with family and friends. It’s time to relax, enjoy and create lasting memories.”

Limited Edition Brown Brothers Prosecco is vibrant, refreshing and made to be shared, with hallmark notes of crisp apple and pear. For those who prefer a touch of elegance with a pink twist Limited Edition Prosecco Rosé is the ultimate choice. Blush in colour, bright and refreshingly dry with delicate hints of fresh red berries.

Brown Brothers Limited Edition Prosecco and Limited Edition Prosecco Rosé are available nationally in October until sold out. Cheers to a season filled with unlimited celebrations.

*Aztec 02/07/23

The mid strength that doesn’t

Changing Rank

BrightSide announces recent placements

BrightSide Executive Search is the only dedicated drinks recruitment specialist nationally and has been a trusted advisor to the industry for well over a decade. Through accessing its wide-reaching network of potential candidates, BrightSide takes the hassle out of recruitment for drinks businesses, advising how they can stay nimble and competitive in a tight market to attract the absolute right person for each role. The latest BrightSide success stories below show the strong abilities of the recruitment agency in partnership with drinks businesses of all sizes, country-wide.

Casella is thrilled to have Jacob Lewis as a key member of the NSW team using his industry experience to drive sales growth across the northern region.

Sarah Wilson has joined CBCo as Senior Graphic Designer and the creative lead across NPD, brand campaigns, POS, and merchandising.

Larissa Winyard is loving her role and transition to the drinks industry, as Area Sales Manager CDB & West NSW for Proximo Spirits.

Good Drinks is enjoying the energy, experience and creative mindset Alex Jenkin brings to her new role as Brand Manager of Molson Coors.

Proximo is loving the extensive experience across sales, leadership and people development Sarah Binks brings as Regional Manager NSW & ACT.

Lucia Cursio is in her element, bringing sound organisational skills to the Victorian sales team as Business Development Administrator at Signcraft Australia.

David Larne is thrilled to be doing what he loves, selling products he is passionate about to his established network across Melbourne for Good Drinks Australia.

For more information go to www.brightside.careers or to look for current opportunities check out the BrightSide LinkedIn page by scanning the QR code here:

Superdrop couldn’t be happier with the latest addition to its team, Alex O’Brien will lead the field and work with key customer groups as Sales Manager NSW.

Events

Omar Alvarez wins Afterlife Agave Cocktail Competition

On Monday 28 August, six finalists competed in the national finals of Campari Academy’s Afterlife Agave Cocktail Competition. Sydneysiders watched the finalists present their unique cocktail creations before the panel of judges at Apollonia Bar, delving into Mexico’s rich history, culture, rituals and agave spirits.

Australian wines celebrated at 2023

Sydney Royal Wine Show

On Thursday 17 August, champion trophy winners were announced for the 2023 Sydney Royal Wine Show, with budgetfriendly wines scoring highly. Judges commended the quality and value of Australian wines, presenting the 2023 Tucker Seabrook Perpetual Trophy for Best Wine of Show to the 2021 Evans & Tate Redbrook Estate Chardonnay.

“Australian wine connoisseurs are the winners here. The 2023 Sydney Royal Wine Show has demonstrated that not only are Australian producers delivering incredible wines, but they are doing so at reasonable price points for consumers,” said Sarah Crowe, Sydney Royal Chair of Judges.

Celebrated for her contribution to the Australian wine industry, viticulturist Liz Riley was presented with the Legend of the Vine Award at the trophy winners lunch held on Friday 18 August. Riley said that she was “honoured and humbled” by the recognition, which celebrated her contributions to the industry during the terrible bushfires and smoke events of the 2020 vintage.

The celebrations continued with a four-course dinner paired with Espolon Tequila at Italian-Asian inspired restaurant Lana, where Omar Alvarez of Sydney’s vibrant Mexican bar El Primo Sanchez was crowned the champion, winning a once in a lifetime trip to Mexico.

Kweichow Moutai opens flagship Melbourne store

Porche race cars blocked the road and the line snaked down the street for the opening of the Kweichow Moutai flagship store in Melbourne.

“The opening of this space signifies not only the introduction of the retail venue, but most significantly a space that our ambassadors can impart knowledge, share insights, and inspire the Melbourne people with Moutai’s 2000 years of history and heritage”, a Kweichow Moutai spokesperson said.

Recently affirmed as the world’s most valuable liquor brand, the opening celebrated Melbourne’s first dedicated baijiu store, and the second Australian store for Kweichow Moutai.

Afterlife Agave Cocktail finalists

Afterlife Agave Cocktail Competition winner Omar Alvarez

2023 Sydney Royal Wine Show trophy winners

Kweichow Moutai store opening

Online alcohol sales in Australia

Last month, Retail Drinks released a groundbreaking report on the Australian online alcohol sale and delivery sector using never-before-seen transactional data to provide a comprehensive overview of the industry and key insights into customer demographics and behaviour.

The report, produced in partnership with Frontier Economics, analysed more than 10 million individual transactions across FY22 provided directly by Retail Drinks’ members and Signatories to our Online Alcohol Sale and Delivery Code of Conduct – some of the most recognised retailers, marketplaces, and delivery providers, representing around 70 per cent of the entire online retail liquor sales market, and including both same day and non-same day sales.

The report made several key findings, and in the process, dispelled several myths about the nature of online alcohol sales and delivery. One such myth was that online alcohol services were being used by intoxicated persons to extend drinking sessions. The report found that:

• People typically only purchase alcohol online just once or twice a year.

• There was very little variation between deliveries on weekdays and weekends.

• The most popular timeframe of delivery was in the late afternoon and early evening, likely coinciding with an evening meal.

• Only one per cent of all same day alcohol deliveries occurred after 11pm. Another key finding from the report was that online

alcohol delivery services were being used significantly more by older age groups, debunking the myth that younger tech savvy people were driving online alcohol sales, finding that:

• 36 to 45-year-olds are the most active customers, with 36+ year olds accounting for 78 per cent of transactions and 83 per cent of revenue.

• Young people spend less per order and less often, with 18 to 25-year-olds accounting for a lower share of sales, drinks, and transactions than their share of population.

The report also found that there was no correlation between postcodes with higher numbers of 16 and 17-year-olds and greater online alcohol deliveries. In fact, these postcodes were associated with significantly lower spend and transaction counts, for both same day and non-same day deliveries.

This data does not support the hypothesis that online alcohol sale and delivery increases accessibility to minors. It does however support existing Australian government data, which shows that when minors do access alcohol, they typically do so via parents, guardians, or older siblings and not via licensed premises, whether bricks and mortar or online.

Retail Drinks is proud to be the thought-leader in online alcohol sale and delivery and the report, being the first and most robust of its kind, will be used to inform future state and territory government reviews of the sector.

A summary report sharing key findings and insights is freely available via retaildrinks.org.au. ■

Drinks Australia

Michael Waters CEO Retail

“Another key finding from the report was that online alcohol delivery services were being used significantly more by older age groups, debunking the myth that younger tech savvy people were driving online alcohol sales.”

CEO Michael Waters discusses Retail Drinks’ groundbreaking research into online alcohol sales and delivery in Australia.

Sports fans reminded to ‘Always respect, always DrinkWise’

DrinkWise has joined forces with national industry bodies to reinforce a message of moderation ahead of the NRL

To help remind National Rugby League (NRL) fans about the importance of moderating their alcohol consumption and always being respectful towards others, DrinkWise joined forces with some of the game’s heavyweights and arch-rivals ahead of the NRL State of Origin series.

This year, to ensure a whole-of-community approach and extend the ‘Always respect, always DrinkWise’ campaign, we also partnered with the South Australian and NSW Governments, South Australian and NSW Police Forces, the NRL and support services 1800RESPECT and 13YARN. The launches and following education campaigns in the lead up to State of Origin games featured across national television news, radio, digital and social media platforms, in addition to stakeholder and DrinkWise digital channels. Geotargeted social media messages also emphasised the importance of asking for help if people are having trouble managing their alcohol consumption or if their behaviour or choices are impacting those around them.

Endeavour Group, Coles Liquor, Australian Hotels

Association South Australia, Retail Drinks Australia members, Flemington and Bankstown Liquor Accords and Accor Stadium helped promote the Always respect, always DrinkWise message by displaying materials in their venues throughout the State of Origin series.

With the upcoming AFL and NRL Finals series kicking off, keep an eye out for more Always respect, always DrinkWise and You won’t miss a moment if you DrinkWise messaging to remind sports fans about the importance of moderation, respect and seeking support if needed. This messaging will also feature prominently at the DrinkWise North Melbourne Grand Final Breakfast to continue to remind AFL fans that no matter where they watch the finals, they need to look out for themselves and those around them and to drink responsibly so they won’t miss the most memorable moments of the finals action.

If your business and/or customers would benefit from having Always respect, always DrinkWise messaging in the lead up to the NRL and AFL finals, please get in touch with our DrinkWise team via info@drinkwise.org.au. ■

State of Origin series, writes Simon Strahan, CEO, DrinkWise.

Simon Strahan CEO DrinkWise

“If your business and/or customers would benefit from having Always respect, always DrinkWise messaging in the lead up to the NRL and AFL finals, please get in touch with our DrinkWise team via info@ drinkwise.org.au.”

Top photo: NRL Executive General Manager, Jaymes Boland-Rudder, the South Australian Minister for Recreation, Sport and Racing, Child Protection, Women and the Prevention of Domestic and Family Violence, Katrine Hildyard MP, DrinkWise CEO Simon Strahan and Officer in Charge, SAPOL Traffic Services Branch, Superintendent Darren Fielke at the SA Launch of Always respect, always DrinkWise.

Bottom photo: NSW Police Force Assistant Commissioner Brett McFadden, DrinkWise CEO Simon Strahan, NSW Minister for Police and Counterterrorism, Yasmin Catley and NRL Executive General Manager, Jaymes Boland-Rudder at the Always respect, always DrinkWise media launch in Sydney.

Stretching every dollar

Soaring costs associated with maintaining and building brand presence can be a massive drag on resource and profitability for suppliers and manufacturers across FMCG channels.

The balancing act of making an acceptable margin and keeping your brand priced within the reach of core consumers is a difficult one.

Nowhere is this more evident than in the liquor industry where the seemingly never-ending cycle of excise increases is passed onto drinkers inflating retail price points.

So, how can suppliers and manufacturers negate some of these costs?

One option is to engage with an expert service provider who can perform specific tasks and services that were traditionally handled in-house, taking advantage of specialised expertise, at the same time tapping into lower labour costs.

Service providers specialise in scheduled and tactical merchandising activations and can be a valuable resource for clients who may not have the same level of knowledge or expertise.

Activations can be ‘dialled up and down’ depending on client needs, taking advantage of an agile field model that can perform strategic and tactical activity.

Scalability is a significant reason for engaging a service provider, accommodating changing needs without incurring the ongoing costs associated with maintaining an in-house resource that, at times, can be dormant between activities.

Engaging a service provider to manage and maintain brand presence, on shelf and in the fridge

or cooler, can free up resource for clients to focus on their core activities.

Service providers often have access to advanced technology, tools and resources that may not be as affordable or practical for individual clients. Access to these technologies should enable advanced reporting to inform and guide the client, review activations, and drive a ‘data-driven, data-led’ approach to a cycle of continuous improvement.

Reputable and experienced service providers can mitigate costly risks associated with tactically difficult activities or tasks. Leading providers have an abundance of expertise and knowledge dealing with potential challenges and can offer solutions.

Cultural alignment is a key component of partnering with an effective and efficient service partner. Cultural alignment forms the ‘bedrock’ of the relationship and sets the direction for ways of working and achieving common goals and objectives.

Regular check-ins and offering a truly consultative approach aligns reputable service providers with clients’ objectives and enhances results through effective communication and ongoing coordination.

Reputable and experienced service providers should, in addition to their core service, be able to offer clients an end-to-end solution encompassing supply chain, experiential services, space planning, insights, reporting as well as being exceptional at delivering a core fielding merchandising service.

In summary, you would be hard pressed to find a more cost effective tactical and agile solution to maintain and build your brand presence in the liquor trade. ■

Stephen Wilson Category & Insights Manager Strikeforce

“The balancing act of making an acceptable margin and keeping your brand priced within the reach of core consumers is a difficult one.”

Stephen Wilson, Category & Insights Manager, Strikeforce, discusses the balancing act of negating soaring costs.

Australian wine sales in decline

Data from the IWSR shows that Australia was the world’s 10th largest still wine market in 2022. However, like many established wine markets around the globe, the size of the market has been shrinking since its peak in 2016 (see Figure 1). In the six years to 2016, the volume of still wine sold in Australia increased by 0.8 per cent per annum. In comparison, in the six years to 2022, sales declined by 2.6 per cent per annum. The IWSR have forecast that sales will continue to decline out to 2027, albeit at a lower rate of 1.8 per cent per annum.

Driving the overall decline in sales has been a fall in the big-volume commercial/value price segment (less than US$10 per bottle), which has offset sales growth in the premium price segment (US$10 or more per bottle).

The commercial/value segment accounted for 69 per cent of the volume of still wine sales in 2022, down from 75 per cent in 2016. Over this period, commercial/value wine sales declined by 4.1 per cent per annum and is forecast by the IWSR to continue to decline out to 2027 by 3.1 per cent per annum. In comparison, sales in the premium wine segment increased by 1.3 per cent per annum between 2016 and 2022. However, the volume increase in this segment did not offset the decline in the commercial/ value segment. The IWSR has forecast sales growth in premium wine sales in Australia to slow to 0.9 per cent per annum out to 2027.

One of the drivers for the decline in wine sales in Australia has been a heighted awareness and importance of health and wellness, which has resulted in consumers drinking less but spending more. IWSR data shows the average spend on still wine increased by 20 per cent from US$6.90 per bottle to US$8.30 per bottle between 2016 and 2022. Only a small proportion of this is attributed to inflation as the ABS reports that the wine consumer price index has only increased by three per cent between 2016 and 2022, compared to 22 per cent for beer, 23 per cent for spirits and 23 per cent for all goods and services. ■

Source: IWSR

Peter Bailey, Manager, Market Insights Wine Australia, provides an update on domestic wine sales.

Figure 1: Sales of still wine in Australia (million cases)

“One of the drivers for the decline in wine sales in Australia has been a heighted awareness and importance of health and wellness, which has resulted in consumers drinking less but spending more.”

Where are we at with staff training?

How many times over more than 45 years of training have I heard retail managers say, “I had a chat with him/her, so no problems… all is fixed”, fully expecting in their heads that the problem, whatever it is, will be solved.

One of the first things in business that I learnt was that nothing happens in a training session/meeting, it’s what happens afterwards that counts. The question asked of any staff members at the end of a training session is usually, “Everyone got that? All good?” And what does the manager get in return? They get ‘the nod’.

Crazy as it may seem, the manager actually believes that they do understand, and all is indeed good. In the sober light of day, we can all see that staff will nod at you simply to get you to stop talking, it certainly doesn’t mean they’re going to do what you are asking.

I’ve always suggested to any manager that simply asking a testing question in relation to the topic being discussed following the nod will ensure limited blustering and that the nod really does follow true understanding.

Let’s go back one step. As retail liquor managers, we’re training new staff, junior staff, casual/short term staff and people who are only there for the pay packet. Our approach to training must recognise the skill, product and attitude gaps encapsulated within this group.

Our biggest issue is weak induction (and remembering that an interview is the first instalment of induction). We set ourselves up to fail by minimising the role, often only for expediency… we’re busy and haven’t got time. A short, sharp induction with a “You’ll pick it up over time” comment misses an opportunity to create real value into a role, even at the

most junior level. When you alter your definition of induction from ‘the 10 minutes before their first shift’ to ‘the period of time during which they are not yet productive’, one realises very quickly that induction should be a professional, integrated and systematic program that has check points along the way.

Writing down procedures for incoming deliveries (including checking against invoices), doing displays (and fixing them during trading times), ticketing, handling POS to name just a few always helps with training, retraining and consistency, and it also means not reinventing the wheel when someone new starts.

What also lets us down is when we ourselves are let down. Who has had a staff member leave just as they’re ‘trained up’? The danger here is in then deciding not to train people as they’ll only leave and go and work for someone else. Yes, this could happen, but as the old saying goes, ‘What if you don’t train them and they stay’.

It’s worth considering who is conducting the training. Have we got time? Have we got the skills? Have we got the product knowledge? Have we got the consumer behavioural insights? For example, if we knew that staff tend to sell specials because it’s easy although we know that our loss leaders are more for pulling customers in to trade them up (or at least sell them something else as well), how would that change our staff training?

If we also knew that impulse purchases tend to be made in the second half of the buying trip, how would that change our layout, merchandising, signage, and staff training. Food for thought. ■

Industry Consultant Peter Hall offers some food for thought when it comes to training retail liquor staff.

Peter Hall Industry Consultant

“One of the first things in business that I learnt was that nothing happens in a training session/ meeting, it’s what happens afterwards that counts.”

Spirits tax tops $100

Australian spirits manufacturers’ worst fears were confirmed in August as spirits excise surpassed $100 a litre. We now have the world’s third highest spirits tax in this country, behind only Iceland and Norway. The discriminatory regime means that in terms of standard drinks, there is more than double the tax in a gin and tonic versus that in a beer or wine.

With no end in sight to these automatic sixmonthly tax increases, the sustainable growth of the Australian spirits industry is increasingly under threat.

The 1 August CPI increase is clearly unwelcome for distillers and retailers alike in an economic landscape where consumers are more price-conscious than ever.

The excise regime puts distillers between a rock and a hard place. As small businesses, it is unsustainable for them to keep absorbing these increases every six months. Passing them on to consumers would in many cases mean white spirits priced above $100, which may prove unpalatable even with a favourable economy.

But from adversity comes strength. While it is a massive handbrake on our industry, the urgency of spirits excise reform has galvanised distillers into a force for the Albanese Government to reckon with.

Distillers in all states and territories have actively lobbied their local MPs, who in some cases took up invitations to visit their businesses so they can see first-hand their valuable economic contributions in manufacturing, tourism, and hospitality.

The media coverage generated by our campaign was vast and impactful, thanks to our distillers who have proven very articulate spokespeople, in addition to their many other talents.

Cape Byron Distillery founder Eddie Brook reports that the latest forecast excise increase will cost his

business about $70,000 a year in lost margin, the equivalent of a full-time staff member it won’t be able to employ as a result.

Bellarine Distillery founders Lorelle Warren and Russ Watson built their business from nothing into a major tourism drawcard with 15 full-time equivalent employees. Skyrocketing excise has put a ceiling on its future growth; Warren reports that for six months of the year, the company is “working for the taxman”.

Seven Seasons Spirits has created a market for native ingredients harvested sustainably in the Northern Territory, creating jobs for Aboriginal people with money flowing back to support communities. Excise increases are hampering this mission, continually sucking up funds it would otherwise invest in research and development, brand building activities and growing exports.

Meanwhile, we’ve heard repeatedly that this Government is about broadening Australia’s manufacturing base. We will continue to remind parliamentarians that distilleries are indeed manufacturers, and that the current punitive excise regime completely contradicts its policy objectives. Not to mention that two thirds of distilleries are located in regional areas, where the Government has the stated aim of growing employment opportunities.

The unfortunate result of the world’s third highest spirits tax is a lost margin opportunity for retailers on premium Australian spirits. As inflation propels it beyond $100 a litre, we are optimistic that common sense will ultimately prevail in Canberra. We will continue our calls to freeze CPI increases so that we can get the policy settings right to support the sustainable growth of this promising industry. ■

Paul McLeay CEO Australian Distillers Association

“The unfortunate result of the world’s third highest spirits tax is a lost margin opportunity for retailers on premium Australian spirits.”

Australian Distillers Association CEO Paul McLeay talks about the impact of the twice-yearly increase on Australia’s spirits tax.

Shoppers under the spotlight

The balance of power has shifted from retailers and manufacturers to the shopper. As Australians adapt and change how and when we shop as the cost-of-living bites, so do our expectations of an omnichannel experience in-store and online. Those brands and retailers that respond to individual shopper needs will be the winners – just as we saw during the pandemic. Through understanding the factors influencing or disrupting shopper behaviour, you can more confidently adapt your strategies to better address specific needs and influence shopping behaviours to suit various shopper types on different occasions. Shopper research will enable you to understand the ‘why’ behind the ‘buy’.

An omnichannel customer experience is critical

The omnichannel customer experience is the most important part of the channel mix. Our latest research reveals that almost seven in 10 Australians are shopping online the same or more than they did a year ago (67 per cent). Yet, despite being more tech

savvy thanks to the pandemic acceleration of e-commerce and purchasing from a wider variety of platforms to combat the effects of inflation on our hip pocket, people do also still value the in-store experience. This makes omnichannel shoppers a critical market – in fact, they are particularly highly valuable to grocery retailers, spending more than double what in-store only and online only customers buy. As more of us shop online, retailers and manufacturers alike must treat and analyse online channels as shopper-led businesses using data and technology.

Putting shoppers at the heart of everything you do is critical. Fast-tracking smart investment in data technology and shopper solutions will provide a clear 360-degree view on who your shoppers really are, and how to satisfy them. Physical retailer websites are most frequently used for product information, online marketplaces and e-tailers for price comparisons, retailer apps for seeking out promotions, and social platforms for future purchase inspiration. In-store display is a more important source of discovery, and physical stores remain

vital for NPD trade marketing activity. And don’t forget the user experience in e-commerce too by adequately investing (but at speed) in e-commerce capabilities that ultimately provide a better shopper customer experience.

The whole umbrella experience considers every engagement, thought and feeling your customer has with your brand including how they engage on your platform – from search function to shopping cart. And it’s vital to deliver and connect on every touchpoint. Online shoppers are also more loyal to retailers, so winning the omnichannel shopper is critical to capturing their tendency to spend more share of wallet with a single retailer.

Investment in data is a powerful solution to delivering ROI

To truly become shopper-led you must harness the power of customer and shopper panel data. Combining these rich data sets reveals a total view of your shoppers today, as you analyse their attitudes and the motivations that will influence their

Circana examines how shopper data reveals the ‘why’ behind the ‘buy’.

behaviour tomorrow. Ultimately, you’ll develop a deeper understanding of who your shoppers are, how they shop, and what they value; and overcome the universal challenge of shopper research – what shoppers say they do is not always what they actually do – to adapt your product and marketing strategies more confidently, better address specific needs and influence your shoppers both in-store and online.

By linking shopper attitudes back to their actual purchasing behaviour, you can answer key business questions with confidence and gain clear visibility of a brand’s competitive advantages and key vulnerabilities through uncovering the product attributes that are most important – such as packaging, ingredients/ formulation, flavour, provenance. You’ll also ascertain how your brand performs against these multiple attributes. This vital understanding across those shopper groups that you must retain or need to win provides the ability to confidently improve product propositions, inform packaging and new product development and to ultimately communicate authentically with shoppers to grow mental availability. And in our new era where cost-of-living is reshaping our values and what value means to every single shopper, this is a true gamechanger. ■

“Online shoppers are also more loyal to retailers, so winning the omnichannel shopper is critical to capturing their tendency to spend more share of wallet with a single retailer.”

Natural options

AllThe interest in organics has been on the rise in recent years, as both consumers and producers are becoming more conscious of their impacts on the environment. Simply put, organic products have had no contact with artificial fertilisers and chemicals throughout the growing and production journey.

The organic sector is particularly promising for wine. Amid declines in purchase volume and cost, organic wine saw 5.2 per cent total category growth in 2022. Additionally, Wine Australia has reported that organic wine has the highest opportunity index score of alternative wines, closely followed by sustainability. Wine drinkers who are opting for organic wines are more likely to be millennials, according to Wine Intelligence, which indicates that the sector will continue to grow with this younger adult market.

Though organic wine is the largest part of the organic drinks market, a number of beer, cider, and spirits producers are beginning to make the shift to organic or starting new organic businesses from the ground up. As more of these products become available, consumers will undoubtedly seek out these growing parts of the category.

Why organic?

Organic drinks are the meeting point of the sustainable and ‘better-for-you’ trends, as Hill-Smith Family Estates Senior Winemaker Heather Fraser explained. Consumers are choosing organic drinks both because they are conscious of the environmental impact of their purchases, but also because they are conscious of what they are putting into their bodies.

“As consumers become more concerned regarding where their

September is National Organic Month, a period to highlight organic producers across a range of industries.

Caoimhe Hanrahan-Lawrence investigates what the liquor industry has to offer.

drinks come from and what they are made of organic drinks offer a clean, chemical free alternative where the customers have reassurance of what they are purchasing,” Fraser said.

“Generally, consumers are choosing organic drinks as they like the knowledge that these have been made without the use of pesticides and herbicides and are considered to be made with fewer sulphites that conventional wines. Organics are a part of the bigger sustainability picture with sustainable vineyards the first step in the process for becoming organic,” she added.

Julie Mortlock, Senior Winemaker at De Bortoli, expects this trend to continue to grow.

“Already we are seeing growth in the sales of our organic wines as more

people are concerned about climate change and taking more notice of sustainability and the future, which includes what we put into our bodies. This will only continue to grow as more organic wine and produce become available more freely and affordable to many more people,” she noted.

Taste is also a deciding factor for organic-oriented consumers. For Pat Garnham, Senior Marketing Manager at Willie Smith’s, the shift to organic has resulted in a better-quality product.

“Part of our philosophy is working with mother nature and trusting that in return we’ll get the tastiest apples around,” Garnhan described.

“Consumers stick with what tastes best, and organic just tastes better. We find that our customers really value

Matt Redin, Marketing Manager, Angove

“With major interests in vineyards across South Australia, the links to the land are as strong as ever and the desire to protect and improve this finite natural resource is driving much of the development of the Angove brand.”

The Indian Running Ducks in Angove’s organic vineyards.

The Willie Smith’s apple orchard

the connection to our organic farm where we grow, crush, ferment and make our beverages,” he added.

Nil Desperandum’s Jack O’Neill echoed the sentiment.

“Organic farming by its very nature is lower yielding and more flavoursome than modern intensive farming. You simply can’t over farm the limited amount of land being used to grow sugar cane by the use of chemicals,” O’Neill explained.

As well as benefits in product quality, consumers can connect with the terroir of their drink. Ultimately, offering an organic range builds dedicated customers, and enhances the brand’s story.

“Consumers are becoming more and more loyal to brands that have a clear reason for being and authenticity, as well as the traceability of the products they buy,” said Sarah Szegota, Global Marketing and Communications Manager at Villa Maria.

From a producer’s perspective, the primary reason to go organic is because of concerns for the environment. For Matt Redin, Marketing Manager at Angove, organic viticulture both protects the land on which the grapes are grown and ensures that viticulture will be possible in the region for years to come.

“With major interests in vineyards across South Australia, the links to the land are as strong as ever and the desire to protect and improve this finite natural resource is driving much of the development of the Angove brand,” Redin said.

De Bortoli’s Mortlock emphasised the importance of organic viticulture for muilti-generational businesses.

“Today the fourth generation runs the winery and vineyards with a key driving force to make the business and vineyards sustainable for the future De Bortoli generations. One of the keys to making this a success

Media moments

Organic products can have unexpected moments in the limelight. Nil Desperandum received widespread attention because the waste and dunder produced when distilling rum is being used as a dietary supplement for organic beef and dairy cattle.

“This beautiful story of sustainability that has attracted national and international media coverage. They sure are happy cows,” said O’Neill. By knowing when a brand or product is in the news, retailers can capitalise on consumers’ interest.

Nil Desperandum Head Distiller Adam Chapman

The Villa Maria Attorney Vineyard

was the movement towards sustainable and biological farming practices that deliver exceptional fruit quality and real environmental benefits,” she explained.

As well as the environmental benefits, organic agriculture has several other upsides, such as increased workplace safety. Due to the reduction in chemicals, Angove’s vineyard workers are now working in a safer environment.

“Our vineyard crews talk about the freedom of working in Certified Organic vineyards, free of the usual masks, gloves and protective gear used to protect workers against synthetic pesticides, herbicides and fertilisers,” said Redin.

The stamp of approval

Though consumers are seeking out environmentally friendly and organic options, they are always wary of companies making false claims. In Australia, brands are able to market themselves as organic without certification, which can be confusing to consumers.

“It is extremely frustrating that Australian labelling laws have not followed the lead of other countries and stipulated that to use the word organic as part of a brand name the product must be certified,” said Redin.

For this reason, the producers that spoke to National Liquor News emphasised the importance of certification

schemes. Australian Certified Organic (ACO) provides the most widely recognised Australian organic certification, and is identified by its bud logo.

“We’re lucky that in Australia we have strong processes in place for accreditation and the Australian Certified Organic process is one of the best, if not the best, in the world. We really value this as it ensures that consumers can trust those products which are certified,” Garnham said.

O’Neill put it simply: “If it’s not Australian Certified Organic, it’s not organic.”

ACO certification is a rigorous process with regular re-certification requirements, meaning that customers can really trust the claims of an ACO certified brand.

“For our vineyards, this involves a three-year conversion process where soil is tested annually to ensure there are no residual chemicals. Post the inconversion period, our growers and wineries must undergo yearly audits to retain certification and adhere to the strict standards set by the governing organisations,” said Fraser.

Redin spoke to the importance of certification to the Angove team.

“We see it as a real symbol of the authenticity of our organic status and dedication to being truly organic rather than just making the claim. We know that we,

Heather Fraser, Senior Winemaker, Hill-Smith Family Estates

“As consumers become more concerned regarding where their drinks come from and what they are made of organic drinks offer a clean, chemical free alternative where the customers have reassurance of what they are purchasing.”

It’s what we leave out that makes it better ORGANIC SUSTAINABLY PRODUCED

The Winesmiths Organic range is Certified Organic from the vineyard right through the winemaking process. Crafted without synthetic pesticides, fertilisers and additives, we’re making great wine today for a better world tomorrow.

Making the most of organics

1. Tap into trends of sustainability, better-foryou, and premiumisation.

“We certainly want to see more organic products on the market. It’s great to see other larger producers following our lead and launching organic ciders. This really demonstrates that this is exactly what the consumer is demanding, drinking less but drinking better quality,” Garnham noted.

2. Highlight certification, as this increases consumer trust in the product and simplifies their purchase.

“People choose organic wine because of the authenticity of where the wine comes from, and the validity of the certification process in which all organic wines must abide by,” said Mortlock.

3. Encourage the trailblazers.

“[Being the only certified organic producer of Australian rum] is an incredible position to be in, as we field a growing number of domestic consumer and trade enquiries for a product that has a unique and compelling point of difference from others,” O’Neill enthused.

and other certified organic producers, must go through rigorous testing and auditing to be able to display the bud logo so it is a symbol of the hard work of all involved to maintain our certified organic status,” he commented.

Certification simplifies the purchase and allows consumers to focus on other aspects of the drinks, such as varietal, region, or taste.

“Consumers want to learn about wine and experience different varieties. Because there are so many choices of wine, and the variety can be a bit daunting for consumers, it’s important to make the organic wine messaging simple. Highlighting that we have established accreditation, such as BioGro, gives consumers trust in the product and the process,” Szegota explained.

As customers have a greater awareness of what organic means, especially compared to more diverse terms such as ‘sustainable’ or ‘low intervention’, prominent signage and shelving organic drinks together can increase purchases in the sector.

Simple storytelling

As organic products cannot use chemicals or artificial fertilisers, producers are required to take innovative approaches while making their drinks. Fortunately, consumers can really connect with these stories, and build a strong loyalty to the brand.

Villa Maria’s organic journey has spanned more than two decades.

“We introduced organic principles in 1999 at a vineyard in Hawkes Bay. We didn’t yet have all the knowledge we needed, so it was a learning process to find the right tools to grow organically on such a large scale. After a lot of hard work, Villa Maria achieved the internationally recognised BioGro Organic Certification for a 21-hectare block in Hawkes Bay. Organics is a journey; our vineyard managers understand how to get the best from our vines and soils and have developed an in-depth knowledge of how to make our vineyards robust and resilient,” Szegota described.

It has also benefited the Villa Maria vineyards that are not certified organic, as some practices are being introduced to other vineyards.

“Many of these learnings we have carried through into all our viticulture practices and we have been reaping the benefits of fantastic biodiversity and health in our vineyards,” Szegota noted.

For vineyards with both organic and nonorganic vines, great care is taken to ensure that the organic vineyards are not contaminated by any chemicals used on other vines.

“The selection of vineyard sites are isolated from non-organic vineyards to avoid spray drift, and requires testing of the soil to determine if it meets the organic regulations. In the winery, we ensure that there is a checklist to maintain cleanliness of all

The Willie Smith’s Apple Shed

IT’S REAL TASSIE CIDER, MADE ON THE FARM.

At Willie’s, we look after mother nature, and she looks after flavour.

We’re the original - Australia’s first certified organic cidery, and we craft Australia’s best cider * from 100% organic Tassie apples. Made on the farm, we let nature do the hard work with honest fruit flavours coming straight from the orchard.

Drink responsibly. *Australian

equipment prior to processing organic fruit, then wine, so that it does not come into contact with non-organic material,” Mortlock explained.

There are many small-scale changes required in organic viticulture. At Angove, Indian Runner ducks roam the Warboys Vineyard, acting as an alternative, non-chemical method of snail control. The brand’s engineering department has also developed specially designed under vine mowers to control weeds, which is one of the largest challenges when it comes to organic farming. There are some benefits, however, as extensive under vine mulching has significantly reduced irrigation requirements.

In the world of organic cider, Willie Smith’s has been pioneering production.

“Willie Smith’s was the first organic certified cidery in Australia. Our founder Andrew Smith made the move to organic apple farming nearly a quarter of a century ago, one of the first apple farms to do so in Australia. At the time people thought it was radical and a bit risky,” said Garnham.

The story is similar for Nil Desperandum, Australia’s first and only organic certified rum. A benefit of going organic is increased control over the production process, which is especially relevant as consumers are becoming more interested in the origins of their products.

“We know exactly where our sugar cane is grown, where our molasses is milled and that there are no chemicals in our rum. No other rum in Australia is Australian Certified Organic and very few rums in the world are certified organic,” O’Neill explained.

“From conception to implementation every aspect of our business has been considered and optimised to gain and maintain Australian Certified Organic accreditation. From the raw ingredients, to cleaning products to production methods and documentation,” he continued.

According to Szegota, consumers who are interested in organics want to hear more about the history and story of the brands and products they are purchasing. She expects this trend to increase as the organic sector gains more attention.

“There will continue to be a place for organics to meet consumer demand. As we move forward, the wider sustainability story of a brand, alongside product innovation, will increasingly be important to consumers,” she said.

With significant growth over the past few years and many opportunities in organic spirits and beer, organic drinks remain a sector to watch.

“The future for organic wine is looking encouraging, with growth in the Australian market continuing,” Redin concluded. ■

Sarah Szegota, Global Marketing and Communications Manager, Villa Maria.

“Consumers are becoming more and more loyal to brands that have a clear reason for being and authenticity, as well as the traceability of the products they buy.”

The Villa Maria Attorney Vineyard

The organic sugar cane used in Nil Desperandum rum

Seltzer success

The seltzer category is riding the wellness wave as consumers increasingly turn to better-for-you beverage options, writes Claire Hibbit.

The seltzer category has seen exponential growth over the last few years, with a proliferation of new brands and flavours hitting the market, aiming to capture the interest of the innovation-hungry seltzer consumer.

The category’s growth in recent years has been fuelled by an increasing number of healthconscious Aussies looking for low-sugar alcoholic beverages as well as lower alcohol options, that still deliver on taste and quality.

“The alcoholic seltzer category has exploded in recent years,” explains Will Morgan, Director of alcoholic seltzer company, Fellr.

“Consumers are gravitating towards healthier and lighter alternatives to traditional alcoholic beverages, and seltzers perfectly fit the bill.”

Better-for-you boom

Aussie drinkers are continuing to lean towards a lighter style of drink, with seltzers answering a growing consumer need for better-for-you options.

According to Kieron Barton, Co-founder of Saintly Bev Co, health and wellness have always been key drivers behind seltzer consumption, adding more flavour than a simple vodka soda but maintaining the guilt-free consumption of sub-100 calories per serve and zero sugar.

“There is a growing demand for drinks that meet their health and wellness needs but are more flavoursome. Drinks that offer flavour intensity and experience,” explains Barton.

“There has also been a continued blurring of what we used to think of as category boundaries. The consumer is shopping based on their motivations around health and wellness, the occasion or mood, and the flavour, regardless of whether that’s a hard seltzer, pre-mixed vodka soda, or the better-for-you cocktail ranges.”

This blurring of category boundaries as consumers opt for healthier beverage choices has also been witnessed by Wade Tiller, Co-founder of seltzer brand, Hard Fizz.

Will Morgan, Director, Fellr

“Consumers are gravitating towards healthier and lighter alternatives to traditional alcoholic beverages, and seltzers perfectly fit the bill.”

“It’s an interesting time for the seltzer category,” Tiller says.

“I think there are some good signs for growth in the format but I’m also seeing some consolidation across the board as alcoholic seltzers morph into light RTDs with a low sugar selling point. I believe alcoholic seltzer consumers and light RTD consumers are one and the same.”

Fellr Director Andy Skora agrees that consumers are increasingly looking for alcoholic beverages that align with their lifestyle choices.

“A recent report by IBISWorld shows the demand for low-sugar alcoholic beverages has increased significantly in recent years, with an increasing number of Australians looking for healthier options that still deliver on taste and quality.”

Convenience is also playing into the popularity of alcoholic seltzers, with RTDs being the perfect match for the Australian outdoor lifestyle, according to Morgan.

Not only that, hard seltzers and light RTDs have also captured the attention of Gen Z and millennial consumers, with Morgan noting a higher proportion of younger adults shopping in the RTD and seltzer market.

“They are looking for drinks that are tailored to specific occasions such as parties, get-togethers with friends, outdoor activities, and relaxing at home. These consumers are highly social and looking at bang for buck, and with that, we are seeing a shift to multipack and high ABV offerings.”

Fresh twists on nostalgic flavours

With a long history, the category is believed to be in a reinvention phase. New flavours are driving flavoured alcoholic beverage (FAB) sales, while low/no sugar, high ABV, light spirits and cocktails are key drivers in long drinks. From a taste perspective, familiar and well-loved flavours are playing a crucial role in attracting consumers.

According to Marli Evans, Brand Manager at Moon Dog Brewing, taste trends for seltzers are shifting towards the more flavoursome and bolder products, with nostalgic flavours also resonating with RTD drinkers.

“We’re definitely seeing a maturing category with consumers really settling on their favourite brands and going back to them over and over again,” says Evans.

Among the growth of the non-alcoholic drinks categories, for seltzer, Saintly’s Barton says the brand is seeing growing demand for higher ABV.

“Consumers are looking for guilt-free drink solutions for higherenergy occasions and weekend nights with the tribe, and we’re seeing strong growth in our six per cent range,” he says.

“In terms of flavours, we’re seeing a few different trends, one for nostalgia and playfulness, but also consumers seeking high-quality simplicity with easy refreshment, which is where the rise of citrus flavours come into play, from lemon and lime to orange, tangelo, mandarin, and grapefruit, as well as the intensity of flavour that comes with classic berries like strawberry and raspberry.”

Not only wanting to discover new flavours or twists on old favourites, but consumers are also increasingly seeking value for money within the category. Tiller says seltzer drinkers are looking for variety within an occasion, which is why Hard Fizz’s Mixed 10Pack performs so strongly.

“I’m seeing a price compression. The category started out as a premium RTD but using our Mixed 10-Pack as an example, consumers want value for money and will spend accordingly. They’re also looking for variety within an occasion, which is also why I’d say that our Mixed-10 Packs do so well. They’re our ‘hero’ format and one we’ll keep pushing.”

From a flavour perspective, Tiller says consumers are craving a vibrant fruit taste, like berry or watermelon, or anything with a tropical note.

“Our Pina Colada release has been extremely popular in market with consumers wanting a stronger, more distinct flavour.”

New releases

Seltzers appeal to a broad crowd, with the category’s audience expected to expand even further as new flavours and formats hit shelves.

Moon Dog is set to soon launch a new Fizzer Seltzer range –Fizzer Sour.

“The Fizzer Sour range is a new innovation from our team with a unique fermentation method creating a sour seltzer base that we’ve then added big hits of nostalgic fruit flavours to resulting in a super sessionable and moreish sour seltzer,” explains Evans.

“We really believe that ‘newness’ is what it’s all about for consumers and we’re really excited to bring something completely new to the category that will get consumers genuinely excited.”

Moon Dog will launch Fizzer Sour in four-packs in three flavours: Grape, Watermelon, and Apple, and be available at major retailers and independent bottle shops from late August.

Saintly’s Barton says the team has been working on ideas that expand beyond the existing seltzer category with further innovation that meets today’s consumer health and wellness demands.

“We’ll continue to roll out our spirit as predictions for growth in flavour-forward vodkas grow. Our Holy Watermelon & Mint Spirit is made with the same sugar cane vodka spirit as our RTD range.

“The spirit has been crafted to minimise the need for fridge space in bars, offering versatility for seltzer creation at different alc/vols depending on the mood or occasion and being used as a low-sugar, flavoured spirit in cocktail creation.”

In addition, Hard Fizz’s new Extra Strength range will be released nationally to market in August, which Tiller says is incredibly exciting for the team.

“It’s a six per cent light RTD with low sugar but stronger flavour,” says Tiller.

“Our lead SKU at this stage is Raspberry, and that’s been launched to rave reviews.”

Hard Fizz’s other new offering is its non-alcoholic FIZZ Functional range, which is a premium sparkling water.

Fellr has also recently announced the release of Fellr Double. This new addition to the Fellr family is a 6.5 per cent alcoholic soda range and will launch nationwide in a range of nationals and independents from mid-August.

“We’re releasing not one, but four new flavours to the Fellr family with the launch of our new Fellr Double alcoholic soda range,” says Skora.

“At 6.5 per cent ABV and 1.8 standard drinks, it delivers a more intense flavour and a fuller mouthfeel than that of a seltzer.”

The brand is also working on an innovative release of Seltzer flavours, which will be launched in December.

“This is a collaboration with a beloved Aussie brand that we think is set to shake up the category as the must-try release of the summer. You heard it here first.”

Merchandising opportunities

Seltzers play a vital part of the RTD offering today, and in-store placement is crucial for sales success.

“Retailers, independent and national, have a much greater knowledge of the customer than any brand can hope to understand,” says Barton. “However, for Saintly, we know that once consumers have tried our range, they’ll be back for us, so sampling and trial are essential to us.”

According to Evans, the category is extremely approachable from both a flavour and price perspective and consumers really resonate with the brands in the fridge.

“Consumers are looking for guilt-free drink solutions for higher-energy occasions and weekend nights with the tribe, and we’re seeing strong growth in our six per cent range.”

Kieron Barton, Co-founder, Saintly Bev Co

“Seltzer really makes for the perfect drink for sharing occasions so off-location floor stacks with slabs is a keyway to up that basket size and make sure there’s plenty of stock for thirsty customers.”

Skora recommends retailers place seltzers in the fridge for convenience as well as multipacks on shelf to cater for those planning for the weekend ahead.

“In-store placement makes a huge difference,” Skora says.

“We also know that the consumer isn’t necessarily shopping by category but more by occasion or need, and see many retailers exploring cross-merchandising opportunities, such as placing complementary products together.”

Tiller says: “With a price compression, alcoholic seltzers offer great margin compared to traditional RTDs – that’s more money per sale for retailers,” adding that retailers should keep in mind that the ‘better-for-you’ movement is not going away either.

“They’re a very engaged consumer, so it’s important to offer a strong range for them,” he advises.

“My other advice to retailers is product placement. We’ve had a lot of success with our Mixed 10-Packs in cool rooms, as it’s cold, shoppable, and convenient.

“Hard Fizz has a lot of disruptive, eye-catching merchandising that achieves incremental sales instore, but it’s incumbent on the retailers to market that to consumers; so, for example, winter versus summer flavours and activations around that.”

Untapped potential

A large percentage of growth within RTDs, including seltzers, has been through innovation, therefore Barton believes keeping up with the consumer desire for innovation at a time when the market is also likely to see rationalisation within retailer fridges, will be a challenge for many.

“Standing out in an increasingly competitive category will be a challenge. For Saintly, we see a huge opportunity to explore the spaces where we’ve been developing innovation and new recipes,” says Barton.

“Those that succeed in the long term will be the

ones that focus on taste and innovation beyond the current hard seltzer category.”

Another challenge for the category is to stay relevant with the target consumer as traditional RTDs broaden their offering.

“Alcoholic seltzers need to keep their space; and collectively as a category, that means the leading brands must maintain pride of place in the off-premise,” says Tiller.

“The opportunity is for the category to consolidate and consolidate well. If that can happen, it’ll be safe, but again, it’s up to the leading brands to drive that.”

Despite the challenges of playing in an increasingly competitive category, Moon Dog’s Evans believes there are still plenty of opportunities in the category and a “whole heap of untapped potential”, especially in the NPD space.

“We’re looking forward to pushing the seltzer category further and bringing out new products that are expanding the seltzer fridge.

“There’s a huge opportunity in the on-premise space that we’re focusing on with our patentpending alcoholic post mix machines.”

Looking ahead, Fellr’s Morgan expects to see the lines further blurring between seltzer, vodka RTDs, and flavoured alcoholic beverages, with most being marketed as lower-calorie and refreshing options.

“The alcoholic seltzer and white RTD categories have excellent growth potential over the next 12 months. However, it’s key to tap into shifting consumer preferences and adjust offerings accordingly. Those that don’t will get left behind.”

Morgan says success lies in embracing the product’s USP and leveraging the blurring of lines with light pre-mix drinks to attract a broader audience of health-conscious consumers looking for refreshing, lower-calorie options without compromising on taste and quality.

“To stay ahead, brands will need to differentiate – the ABV, lower calorie, refreshing taste, highquality ingredients, and innovation in flavour. Emphasising the better-for-you aspects and positioning as an alternative to heavier, calorieladen beverages will be key.” ■

“The Fizzer Sour range is a new innovation from our team with a unique fermentation method creating a sour seltzer base that we’ve then added big hits of nostalgic fruit flavours to resulting in a super sessionable and moreish sour seltzer.”

Marli Evans, Brand Manager, Moon

Dog Brewing

Spiritedsurge

As the gin category continues to experience record growth and fierce competition, Molly Nicholas uncovers the contemporary trends driving the gin renaissance.

A true powerhouse in the Australian spirits market, gin has enjoyed tremendous growth as the category continues to evolve and consumer preferences diversify.

With one in three Australian consumers drinking gin every four weeks, and a global growth rate of 11 per cent in value last year, retailers have the chance to tap into a significant pool of drinkers. Nationally, we have seen consumers lean into experimental expressions, sustainability trends and impactful branding, creating a competitive landscape.

“The gin landscape reflects an everadapting blend of heritage and contemporary, capturing the essence of modern consumer desires,” explained Vikki Brown, Chief Distillery Strategist at Rainfall Distillery.

“Crafted with a thirst for authenticity, [consumers] seek out artisanal and locally

sourced gins, often valuing sustainability. Embracing both tradition and innovation, consumers explore classic styles and creatively flavoured options.”

As with most spirits categories, consumers aren’t afraid to pay the price for premium products with a compelling narrative. Gin has been no stranger to the trend of premiumisation, with distillers worldwide capitalising on the desire for elevated experiences. Chris O’Shea, Head of Category for Gin Mare, commented on the growing demand for high-end products.

“The Gin category has seen the largest long term share increase of any glass spirit in Australia. As Australian consumer preferences are evolving, consumers are more than ever looking for super premium gins.

“Gin products priced at $80 and above

are growing at +10 per cent, significantly ahead of total glass spirits and the total gin category. Gin Mare is the world’s number one ultra premium gin and the world’s first Mediterranean gin, which is in-line with consumer preferences.”

While consumers are elevating their at-home drinking experience with higher quality gins, retailers have the opportunity to immerse them in a more sophisticated shopping experience. The uniqueness of Gin Mare comes from its Mediterranean ingredients, Brand Manager Ashleigh Wheeler explains how dialling up the styling of a display with suitable mixers and garnishes can really tap into this element.

“Make it easier for consumers to make the signature Gin Mare drink at home, by positioning Gin Mare with Mediterranean

tonic, which is a perfect pairing. By adding ice, a sprig of rosemary and twist of an orange, consumers can transfer to the Med at home.”

Creative merchandising can have an impact on consumer purchasing decisions and provides an opportunity for retailers to attract ‘discovery consumers’ who are interested in trying new and different products. Beyond the spirits on your shelves, help your customers to reimagine the classic G&T by offering a diverse selection of mixers, decorative accompaniments, and even glassware.

“As consumers become more choiceful with their spend, gin brands have an opportunity to inspire athome consumption with simple classic twists,” says Erin Kerr, Marketing Manager at Bombay Sapphire. “[Retailers] must work harder than ever to add theatre and delight consumers.”

Embracing the spirit as a versatile base for a wide range of concoctions is an integral part of the modern

gin drinking experience. Cameron Syme, Founder and Head Distiller at Great Southern Distilling Company, commented on the growing popularity of soda over the tried and tested tonic.

“To me gin is perfume for your soul, so quality is paramount. We believe that many people are looking for something different to the G&T and cocktails of old.

“We are seeing an increase in consumers exploring soda with their gin. Soda works brilliantly with our gins; we hand select our botanicals and when mixed with soda all the beautiful botanical flavours shine as the distiller intended.

“Help consumers to discover news ways to experience their gin – work with distillers to provide in-store tastings, cocktail ideas, access to Australian mixers and easy garnish

ideas. We all know the importance and difference of quality produce.”

An age of exploration

While consumers experiment with their favourite gin serves, the once traditional tipple has embraced the native botanicals and terroir of Australia, celebrating the essence of the nation and resulting in some unique expressions.

Consumers have shown a growing interest in playful flavours, with the IWSR reporting a 54 per cent growth in the category. Cameron Mackenzie, Co-Founder and Head Distiller at Four Pillars, explained how the fusion of tradition and innovation has created a new demand for experimental gins. “High quality flavoured gins are certainly having their day. Unlike some of the synthetic flavours of other spirits, there are some great flavoured

Chris O’Shea, Head of Category, Gin Mare

“The Gin category has seen the largest long term share increase of any glass spirit in Australia. As Australian consumer preferences are evolving, consumers are more than ever looking for super premium gins.”

Co-founder of Taylor & Smith Distilling Co emptying a barrel

gins, especially those flavoured with grapes. This is an area Australia can own given the high quality and reputation of our wine industry.

“We launched Bloody Shiraz Gin in 2015 and we have unwittingly created a category, so much so there is now a separate category at the Australian Distilled Spirits Awards.

“Customers are always interested in the latest, trendiest gin on the shelf, and of course will always come back for the classics. If you can supplement the timeless gins, with experimental or limited-edition products, you get the balance between driving hype with the new and maintaining consistency with the old.”

Staking a claim in the field of experimental gins, Hendricks first launched its ongoing series of limited releases, known as the Cabinet of Curiosities, in 2019. Inspired by Master Distiller Lesley Gracie’s fascination with different botanicals and unusual flavours, the range has capitalised on the growing demand for imaginative flavour profiles.

“[Experimental releases] are a super important category driver,” said Yosheen Naidoo, Hendricks Brand Manager. “Gin drinkers tend to explore and often have over seven gins in their repertoire. Having limited releases ensures we are catering to our promiscuous gin drinkers as well as recruiting new drinkers and keeping them in the category.

“Consumers have responded well to our Cabinet of Curiosities limited release range as it offers consumers taste differentiation, meaning each variant appeals to varying consumer tastes. Hendrick’s Lunar Gin has warm baked spice notes, compared to our Hendrick’s Neptunia Gin that offers a more citrus profile with a blend of sea kelp, coastal thyme and lime. We have clear consumer segments that love a particular variant, and it works.”

The art of identity

When it comes to the gin category, it’s not just the liquid within that captivates consumers. Over the years, the extra layer of allure added by artwork and bottle design has become an integral part of the gin experience. Using bottles as vibrant canvases, gin producers are maximising their share of shelf and standing out in a booming category.

“Bottle design is very important to the consumer, given it is the first touchpoint that attracts a shopper at the point of purchase,” said Naidoo. “Based on our market research, it is one of the primary reasons why [Hendricks is] chosen, along with premium taste and refreshment.

“We track our bottle and logo DBA’s annually, and we have seen huge uplifts in brand attribution year on year of both our Hendrick’s bottle and logo in terms of design and uniqueness.

“For a super-premium, well known and profitable gin like Hendrick’s, having a distinct bottle on shelf with strong brand attribution and awareness scores like ours, means that shoppers will have a stronger propensity to purchase. It can offer huge benefits to a retailer, distinctive and differentiated brands within a category stand out on shelf and it is often why we are chosen.”

Gone are the days of mundane bottle designs, explains Natalie Smith, Co-Founder at Taylor & Smith Distilling Co. Bursting into the market with its curved blue bottles, contrasting hand waxed caps and bold typography, the small-batch distillery takes consumers on a visual journey with its mesmerising bottle and high shelf impact.

“Colour is so important to us. We come from creative backgrounds, Ben is a painter with a Masters in Fine Art and I am a cultural geographer/writer,” said Smith. “The appearance of an object shapes how you feel about it, and ultimately, we were looking for something meaningful.

“The colours represent us. There wasn’t much variation back in 2017, we are happy that we followed a path that was original and true to ourselves. Retailers can benefit by including something bold on the shelf. Their shelves look visually more interesting, and every bottle tells a story. Eye-catching bottles lead to happy, satisfied customers.”

Cameron Syme, Founder and Head Distiller, Great Southern Distilling Company

“To me gin is perfume for your soul, so quality is paramount.”

Master Distiller Dr. Graham Jones (left) and Founder Michael Hickinbotham (right) at the Australian Distilling Co. distillery in Stepney, South Australia

Empowering sustainable choices

The modern gin landscape is filled with producers who embrace eco-friendly practices and social responsibility. By curating your gin selection to spotlight brands that align themselves with sustainability practices, liquor retailers can resonate with conscious consumers.

Situated in the Peerabeelup region of Western Australia, Rainfall Distillery commits itself to sustainability through established partnerships with regional farmers and its use of natural rainwater.

“Sustainability is a crucial aspect of the gin category because it aligns with growing consumer demand for ethical and environmentally responsible products,” said Rob Brown, Master Distiller. “By prioritising sustainable practices, gin producers can reduce their carbon footprint, minimise waste and support local communities.

“This resonates with customers who value transparency, ecofriendliness and social responsibility, leading to a greater brand loyalty and a positive impact on both the environment and society.”

Vikki Brown added: “Retailers aren’t just turning over a new leaf, they’re reaping rewards. By embracing sustainable brands, retailers cultivate a distinctive brand identity. They become beacons for conscious commerce, attracting a dedicated following of environmentally aware consumers.

“By strategically curating sustainable products in-store, employing

engaging displays, crafting irresistible promotions, engaging customers with educational events and leveraging social media to attract an eco-conscious clientele, liquor retailers can tap into the rising tide of environmentally conscious consumers, building a reputation as both a responsible business and a go-to destination for eco-friendly indulgences.”

As Australia’s first carbon neutral gin distillery, Four Pillars is another of Australia’s leading gin producers well-versed in the need to preserve Australia’s diverse and delicate ecosystems.

“There are the topics of sustainability and the climate crisis, meaning as a brand, innovation plays an integral role in assuring our gin treads carefully on the planet,” explained Mackenzie. “We always strive to be ethical and generous and good citizens of the gin world who others look to with respect. From the very first day we distilled gin we have tried to recycle, re-use and replenish our environment and give back to the community.”

Storytelling with each sip

As sustainability becomes a guiding principle for earth conscious consumers, gin producers have identified an unwavering support for local distilleries and Australian-made gin. The emergence of locally made gin has become a source of pride and distinction for many consumers, representing more than just a product.

Michael Hickinbotham, Founder of Australian Distilling Co., explains how the award-winning spirits producer has engaged consumers around the country with its growing network of localised distilleries.

“Australian gin consumers are becoming more discerning and aware of quality, craftmanship and supporting local. They are looking for authentic brands with engaging stories that they can go on a journey with.

“At the heart of our portfolio are our destination gins, each with a unique flavour profile that is reflective of their namesake place. We have invested a great deal of infrastructure, setting up stills throughout Australia to ensure our gins are crafted at a very local level. Our consumers love this about our portfolio, and not surprisingly, there is always a lot of patriotism towards their cities’ gin.”

While consumers favour products that are closer to home,

Erin Kerr, Marketing Manager, Bombay Sapphire

“As consumers become more choiceful with their spend, gin brands have an opportunity to inspire at-home consumption with simple classic twists. Retailers] must work harder than ever to add theatre and delight consumers.”

Ampersand Estates

Australian gin producers are well placed to support retailers with in-store activations that can bring their product to life.

“We see our relationship with our retailers as a true partnership and are very committed to supporting our retail partnerships through a proactive sales strategy and team that are always looking at ways to activate our portfolio at a store level,” added Hickinbotham.

“Retailers should look to work with brands that can provide highly polished and creative point-of-sale material, like shelf talkers, swing tags and posters, in order to inform and engage consumers.

“Staff and consumer tastings continue to be an effective sales tool, with evidence to suggest that sales are substantially stronger off the back of in-store tasting events.”

Beyond events, liquor retailers hold a unique platform for educating consumers about the merits of Australian-made gin. Curating collections of local gins and advocating for the culture and community that they represent, can help to shape the understanding and preferences of consumers.

“If retailers can get to know the stories, they can share them with customers,” explains Smith. “Taylor & Smith are from Tasmania and make a base spirit from Tassie Pink Lady apples, people love to know that. With smaller craft distilleries, many of them produce a whole range of products. That’s an opportunity to display a distillery’s full range of offerings together, and people are captivated by the thread that runs through the range.”

Bringing a sense of locality to the industry is key for Syme, who encourages retailers to support the authenticity of small-batch distillers.

“Continue to support local Australian-made brands, particularly those that have invested in building their brands and have strong consumer support. Give them a pride of place in-store and an

additional push at gift giving times, you will get good margins and dollars in the till from these products.”

With the rise of sustainability and storytelling becoming integral parts of the gin experience, Australian gin is well positioned to bring depth to the global stage. As the category continues to flourish, its international counterparts complement the strong sense of innovation unfolding in liquor stores around the country.

The gin category’s growth trajectory shows no signs of slowing down, with consumers eagerly seeking out new expressions and investing in high quality, artisanal gins. In a journey that deviates from traditional to modern, global to local, savvy retailers play an integral role in supporting the exploration of curious consumers. ■

Cameron Mackenzie, Co-Founder and Head Distiller, Four Pillars

“Unlike some of the synthetic flavours of other spirits, there are some great flavoured gins, especially those flavoured with grapes. This is an area Australia can own given the high quality and reputation of our wine industry.”

Best in glass

Prosecco is a shining star of the sparkling category, but still faces challenges that often stem from its success.

As the weather warms and pulls the celebration season ever nearer, our minds naturally turn to the satisfaction of a good glass of bubbles.

Once upon a time, this glass would probably have only held Champagne, but in recent years, another sparkling varietal has rightfully earned its way into the hearts of Australian consumers – Prosecco.

Prosecco performance

For local producers, Prosecco has become an increasingly powerful segment of the sparkling wine category.

“We have seen strong growth for Prosecco over the last 12 months and it has been the fastest growing varietal for the sparkling category,” says David Stevenson, Head of Business Insights and Category at Brown Family Wine Group (BFWG).

Georgia Kollaras, National Senior Marketing Manager at Independent Beverage Partners (IBP), said

this momentum has helped Prosecco establish itself as “the ultimate superstar varietal across all sparkling and wine categories”.

Warwick Brook, State Manager for NSW and ACT at De Bortoli, said this shining status has stuck with Prosecco for many years now, even as other sparkling styles struggle. However, such strong demand may lead to some short-term challenges for Aussie Prosecco makers this year.

“The 2023 vintage was significantly down in volume. While many varietals have good stocks in reserve from previous vintages, Prosecco isn’t one of them, which obviously could put pressure on price points moving forward,” Brook said.

It’s not the only challenge that Australian Prosecco faces right now of course, as discussions ramp up about whether local winemakers should even be able to use the name ‘Prosecco’. In this challenging yet highly driven environment, it’s more important

than ever for retailers to be well informed about the category and how to sustainably support it.

The Prosecco customer

The key to unlocking the potential of any category in the retail environment is to understand what consumers are looking for.

Christian and Michael Dal Zotto of Dal Zotto Wines say that Prosecco consumers “want a drink that is fresh, vibrant, and fun.”

Stevenson agreed and said: “Prosecco continues to be popular with consumers due to its fresh approachable style, consistent taste profile and affordability.”

But approachability isn’t just noticeable in taste. Stevenson also noted that Prosecco’s versatility allows it to be an easy choice for an increasing number of occasions and preferences. For example, Prosecco rosé continues to be a sought-after style, while small formats are going from strength to

strength, offering convenience and portion control for those seeking to moderate their consumption.

Kollaras believes Prosecco provides a bit of easy and everyday luxury in a multitude of ways, and this has made it an entry point to many consumers looking to explore the possibilities of the wine category.

“It’s a ‘gateway wine’ if you will, with its allure leading to a +20 per cent surge in new recruits to the world of wine,” she said.

“As a category, Prosecco offers a huge selection of brands over several regions, price points, and styles – but this also means that the category can often be overwhelming for shoppers.”

That’s why it’s vital for bottle shops to carefully consider everything consumers want out of Prosecco. The segment is diverse and so are consumer tastes –while affordability is a strong point for Prosecco, the segment still does draw consumers in at the other end, especially for Australian producers as the Dal Zottos have seen.

David Stevenson, Brown Family Wine Group

“Prosecco continues to be popular with consumers due to its fresh approachable style, consistent taste profile and affordability.”

Christian and Michael Dal Zotto in the vineyards

“We are not interested in a race to the bottom… Quality and locally made Prosecco is what the consumer wants. We have noticed there seems to be a trend of the consumer reaching for Australian Prosecco which we love,” they said.

Our local Prosecco buyers are also loyal, according to Brook, who said that Prosecco drinkers tend to “stick to their tried-and-true brands,” and stock up on them when they’re on sale or offer.

Making sales pop

Once you know your Prosecco consumers well, it’s easier to cater to them in-store and better capitalise on the category.

Kollaras, for example, said data shows that a key Prosecco demographic is younger adult women, so targeting them means leaning into the power of aesthetics with a beautiful looking bottle and visually appealing displays and activations. This extends into enticing in-store theatre, bringing a luxurious touch to the shopping experience, perhaps with tastings straight from Prosecco ice buckets at the counter.

Brook added: “There is nothing better for a consumer than seeing in-store theatre, so retailers should be capitalising on this wherever possible.”

For De Bortoli, that theatre has been particularly successful when tied to promotional competitions, which deliver great results for both supplier and retailer.

With peak Prosecco occasions coming in hot, Stevenson had a reminder about the importance of boosting visibility and availability.

He said: “Off-location displays are vital during key selling periods to ensure stock weight but also encourage impulse purchase. Fridge facings are also crucial – with Prosecco in strong growth, allocating some additional facings or range to Prosecco this spring and summer will help cater for shopper demand.”

A final way to round out good in-store experiences in the Prosecco category and keep consumers coming back is by focusing on customer service. This is where you can tie back in the value of Australian Prosecco and contribute to the sustainability of the category locally.

As Kollaras said: “Your voice is important in a retail environment, and shoppers are often looking for guidance… They’re just too shy to ask.” ■

The fight to save Australian Prosecco

The biggest looming challenge for Australian Prosecco is the fight to keep its name. It’s been ongoing since 2009 (when Italy claimed Prosecco was a protected GI and Glera was the name of the grape varietal), but it has re-entered the spotlight this year with strong pushes from both sides.

Local winemakers warn the potential impact of Australia losing this fight would be severe. Georgia Kollaras said IRI data shows almost 90 per cent of Prosecco sales in the country are for locally made wines, so a name change would not only destroy a $200 million category, but also cause widespread confusion among shoppers.

As Warwick Brook said: “We hope for the sake of the industry that common sense prevails here.”

The wine industry has come together on this battle, working hard to surface the issue and these ramifications. Things like the Brown Family Wine Group-led #SaveAussieProsecco campaign and petition has helped more Australians become aware about what we could all lose.

The Dal Zottos noted that although there has been great support for the industry coming from visibility like this, “we need all Australian trade and public to continue to get behind the local farmer/wine producer and buy local Aussie Prosecco.

“To call it any other name is crazy. Glera is more like the name of a disease, a disease that is aiming to kill an industry, not the name of a grape variety.”

The chic sip

France is home to some of the most wellknown drinks labels, and Australian audiences are drawn to the storied history and premium perception of the country’s liquors.

Kathy Bouzious, Spirits Platform Digital Marketing Manager, outlined some of the factors that influence the popularity of French drinks.

“The popularity of French spirits internationally can be attributed to a combination of historical significance, cultural resonance, quality craftsmanship, diverse offerings, and effective marketing strategies. These factors collectively create a strong and lasting appeal that continues to capture the interest and admiration of consumers worldwide,” Bouzious explained.

There is a unique appeal of French products in Australia, according to Australian manager of Miraval Provence Emilie Blanc, as Australia is the fourth largest nationality of tourists travelling to France each year.

“I think that a lot of them bring back some wonderful memories and knowledge of French wines and try to re-experience at home what they loved abroad,” Blanc said.

The popularity of French food is also a driving factor, as consumers try new drinks in French restaurants and are then inspired to drink the same thing at home.

To Champagne and beyond For many, wine is the first word to come to mind when someone mentions France.

The IWSR reported that in Australia, French wine is the second largest import of still wines in volume after New Zealand. There has been a decline of 5.5 per cent, but the overall wine category is in decline of 4.5 per cent. The IWSR also identifies Provence, the Loire Valley, and Burgundy as the most popular regions for still French wines on the Australian market.

Adeline Zimmermann, Australia, New Zealand & Pacific Islands Export Manager for Barton & Guestier, identified some key varietals as we come into the warmer months.

“Rosé is now consumed all year long while some light reds such as Gamay and Grenache have been popular throughout summer and consumed chilled. Classic Bordeaux and Burgundies are a great gift for Christmas and can be shared with the family,” she said.

Blanc agreed with the rising popularity of French rosés.

“Provence rosés have experienced an incredible growth of popularity in the past five years and somehow, the lifestyle associated with the French Riviera (beaches, sun, alfresco dining, seafood) fits quite well with some parts of Australia,” Blanc explained.

France has produced so many famous labels and varieties in the wine and spirits world. Caoimhe Hanrahan-Lawrence finds out what’s on the menu.

“Provence rosés have experienced an incredible growth of popularity in the past five years and somehow, the lifestyle associated with the French Riviera (beaches, sun, alfresco dining, seafood) fits quite well with some parts of Australia.”

Emilie Blanc, Australian Manager, Miraval

One barrier to consumption of French wine is the appellation system, which can be confusing to some consumers.

“French appelations can be very complex. Navigating through the classification system, with Vin de France (VDF), IGP and AOC/AOP (with various levels of qualities within the AOC) can be challenging especially that grape varieties are not necessarily written on the label,” Zimmermann explained.

Many importers are now choosing to list the varietal on the Australian labels, which can assist consumers in choosing a wine. Even so, French wine scholar Jonathan Leeming sees a positive in past labelling practices.

“The inverse of that would be, while consumers might find French wines a little bit more confusing, there is a degree of mystique to them,” Leeming said.

Both Blanc and Zimmermann questioned the effectiveness of shelving French wines in a dedicated imported section.

“It can be very difficult for a consumer to choose a bottle of French wine in the retailer’s shelves, and they might end up simply leaving the category and buying wines from another origin. For example, when I see an aisle dedicated to ‘imported wines’, while the rest of the shop is divided by varietals, that doesn’t really help the consumer,” she suggested.

According to Blanc, a particular strength of the Australian liquor market is that alcohol is sold in bottle shops, rather than in supermarkets like in other countries. This allows for a more personal experience with the customer.

“There is nothing more efficient to sell a wine than having it recommended by a knowledgeable and friendly staff member,” Blanc said.

Wine drinkers may also be interested in French cider. Generally, the cider we drink in Australia is made from apple paste, but French cider is made from fermented apple or pear juice.

“There’s no water added. There’s no sugar added. It’s just the fermentation of apple juice, and it’s done in the same way as we do Champagne. There’s a bit of residual sugar, but it’s pretty dry, and actually, it’s delicious,” explained Emmanuel Condé, NSW State Manager for Cerbaco.

Conscious of the space restrictions of many liquor retailers, Condé advised retailers to shelve French cider with Australian ciders, but alongside other traditional method ciders, such as Alpine Cider.

The waters of life

Many Australian wine drinkers are familiar with the concept of terroir when it comes to wine. What is perhaps less well-known is that this also applies to many French spirits, such as Armagnac and Calvados. Though consumers may be familiar with grape or winebased brandies, there are a number of French brandies distilled from other fruits. For example, Calvados is distilled from cider, and Eaux de Vies (French for ‘waters of life’) can be distilled from any number of fruit or herb bases.

While many French spirits are designed to be sipped as digestifs, the home cocktail trend has positively affected French spirits. This is particularly true for herbal liqueurs and pastis, which have seen a renaissance as ingredients in many old-world cocktails. For example, worldwide sales of Chartreuse doubled in 2020 and surpassed US$30 million in 2022.

“Recipes can be twisted with Calvados, Cognac, or Armagnac, such as an Espresso Martini, Negroni, Side Car, Old Fashioned. It’s not just for sipping,” said Carl Jenny, Australian Brand Ambassador for Calvados Christian Drouin.

French spirits also have a significant role in gastronomy, with both savoury meals and sweet desserts calling for a range of French spirits. With an ever-present interest in French cuisine, this can provide opportunities for the sector. Additionally, the trend towards premiumisation is promising.

“The premiumisation trend has likely affected and will likely continue to influence the French spirits industry. However, the specific impact can vary depending on consumer preferences, market dynamics, and the strategies adopted by individual brands,” said Bouzious.

As with other imported ranges, it is useful to link French drinks to French culture. Promoting French drinks around Bastille Day or other significant dates can draw attention to the category. Additionally, the premium status of many French drinks is an asset for gift giving occasions such as birthdays, anniversaries, and Christmas. ■

The Rosé Tasting

With a summer of outdoor BBQs and sundrenched afternoons not far away, our panel of experts picked their favourite rosés from the three price brackets.

Panels Picks

The Panel

➤ Andrew Graham, Journalist, Australian Wine Review

➤ Christine Ricketts, Wine Educator, Endeavour Group

➤ Daryl Fisher, General Manager, Fisher Fine Wine

➤ Geoff Bollom, Wine Specialist, Porters –Glebe and Balmain East

➤ Kasia Sobiesiak, Wine Educator and Writer

➤ Chris Stedman, Wine and Spirits Judge

➤ Andrew Milne, Brand Manager, Southtrade International

➤ Emma Fogarty, Senior Brand Manager, Southtrade International

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

Pike & Joyce Pinot Noir Rosé

Region: Adelaide Hills

VIN: 2022 LUC: $21.50

Distributed by:

Déjà vu Wines

“Vibrant fresh strawberries and citrus on the palate. Very pleasant drinking for summer celebrations.”

– Emma Fogarty

Ferngrove Black Label Rosé

Region: Frankland River

VIN: 2022 LUC: $13.98

Distributed by: Ferngrove Vineyards

“Sweet and appetising scents of peaches and cream. It’s creamy on the palate too, textural with a stonefruit yoghurt feel. Well-executed, pleasing to sip.”

– Kasia Sobiesiak

Calabria Bros. Sophie Rosé

Region: Barossa Valley

VIN: 2022 LUC: $11.82

Distributed by: Calabria Family Wine Group

“Luscious fruit, pineapple, rich and viscous.”

– Andrew Milne

Sunsets Natural Rosé

Region: South Australia

VIN: 2022 LUC: $16.13

Distributed by: Single Vineyard Sellers

“Delightful mouthfeel and balance. Red fruit flavours underscored by subtle biscuit notes.” – Christine Ricketts

Pike & Joyce ‘Les Saigneés’ Rosé

Region: Adelaide Hills

VIN: 2022 LUC: $19.78

Distributed by: Déjà vu Wines

“Rosewater and orange on the nose. Candied orange and strawberries and cream on the palate. Beautiful, fun wine.”

– Emma Fogarty

Brokenwood

Rosato

Region: NSW and Victoria

VIN: 2022 LUC: $21.50

Distributed by: Samuel Smith and Son

“Fresh dough on the nose. Big, full flavoured palate. Overripe and cooked red fruits and rhubarb. Hint of sourness to the fruit, with some cinnamon and nutmeg. Very pleasant.”

– Andrew Milne

Taylor Made Pinot Noir Rosé

Region: Adelaide Hills

VIN: 2022 LUC: $18.28

Distributed by: Taylor’s Wines

“It has light minty freshness with a silky texture. It feels like a spin on Provençal style, with a bit more fruit intensity and a light creamy, fluffy quality.”

– Kasia Sobiesiak

Cheaper and pricesensitive wines really over-deliver.”

Geoff Bollom Wine Specialist Porters – Glebe and Balmain East

Zonzo Rosé

Region: Yarra Valley

VIN: 2021 LUC: $16.50

Distributed by: Zonzo Estate

“Vibrant perfumed fruit. A viscous, complex and intense wine.” – Daryl Fisher

Golden Child ‘Beach

Bum’ Rosé

Region: Adelaide Hills

VIN: 2022 LUC: $16.66

Distributed by: Déjà vu Wines

“Great complexity with bready, creamy notes. Good length on finish.” – Chris Stedman

Food Pairing

➤ “Charcuterie – cheese and quince paste complement the acid and floral flavours.” – Emma Fogarty

➤ “Let’s not forget green olives and salami. Preferably in summer at the beach!” – Kasia Sobiesiak

➤ “Can’t go wrong with rosé and Thai!” Chris Stedman

➤ “BBQ chops with fresh chilli.” – Andrew Graham

Editor’s Picks

➤ Marty’s Block Rosé 2022, South Australia, LUC $9.68, Samuel Smith & Son

➤ Yalumba Wild Ferments

Barossa Rosé 2021, Barossa Valley, LUC $14.41, Samuel Smith & Son

➤ De Bortoli Rosé Rosé NV, King Valley, LUC $12.45, De Bortoli

➤ Margan Rosé 2022, Broke Fordwich, LUC $16.99, Déjà vu Wines

LUC $12-$15

Atze’s Corner Wild Rose Rosé

Region: Barossa Valley

VIN: NV LUC: $14.51

Distributed by: Atze’s Corner Wines

“Peach and grapefruit, all savoury and light. Very light palate, a bit of umami.”

– Kasia Sobiesiak

Kalleske Rosine Rosé Grenache/Shiraz

Region: Barossa Valley

VIN: 2022 LUC: $14.51

Distributed by: Déjà vu Wines

“Touch of sweetness but well balanced. Vibrant red fruits with creamy texture. Acidity prevents cloying sweetness. Good food wine.”

–

Andrew Milne

Cockfighter’s Ghost Single Vineyard

Sangiovese Rosé

Region: McLaren Vale

VIN: 2020 LUC: $14.87

Distributed by: Agnew Wines

“Berries and cream with a touch of stonefruit. Great flavours and good intensity.”

– Chris Stedman

Les Dauphins Côtes du Rhône Grenache Syrah

Region: France

VIN: 2021 NV LUC: $12.90

Distributed by: Single Vineyard Sellers

“Pale gold in colour. A hint of toast and hazelnuts. The palate is broad, honeyed, and ripe. Yellow apples. You’ll find satisfaction in this development. Soft creamy palate and bubbles.”

– Kasia Sobiesiak

Wildly Organic Rosé

Region: South Australia

VIN: 2022 LUC: $14.00

Distributed by: Samuel Smith and Son

“Fills the palate with pleasant fruit and acid balance. Good length.” – Christine Ricketts

Deep Woods Estate Harmony Rosé

Region: Margaret River

VIN: 2022 LUC: $13.90

Distributed by: Fogarty Wine Group

“Strawberries and red apple. Soft fruits with tight finish. A crowd pleaser.”

– Christine Ricketts

“Great to see balanced sweetness in many wines. The days of sickly-sweet rosé are over!”

Andrew Graham Journalist Australian Wine Review

LUC Under $12

McPherson Family

Lucie’s Promise

Grenache Rosé

Region: South-east Australia

VIN: 2022 LUC: $8.39

Distributed by: The Wine Company

“Wonderful fruit and complex palate with firm finish.”

– Daryl Fisher

Calabria

Richland Rosé

Region: Riverina

VIN: 2020 LUC: $8.41

Distributed by:

Calabria Family Wine Group

“Super fresh and zesty. Nice flavour profile.”

– Chris Stedman

Pierre D’Amour

Rosé

Region: Australia

VIN: NV LUC: $10.32

Distributed by:

Calabria Family Wine Group

“Savoury in flavours, tastes like a watermelon drink with sour citrus. Reminds me of a Provençal style but very simple in structure and flavours.”

– Kasia Sobiesiak

The Drover Rosé

Region: Riverina

VIN: 2022 LUC: $3.00

Distributed by:

Dee Vine Estate

“Strawberry, red grapefruit and peach. Complex mouthfeel with a green herbal finish.”

– Daryl Fisher

Yellow Tail Rosé

Region: Australia

VIN: 2022 LUC: $7.31

Distributed by:

Casella Family Brands

“Watermelon, perfumed red cherry and rose petal on the nose. Pleasant and easy drinking.” – Christine Ricketts

Nericon Rosé

VIN: 2022 LUC: $7.00

Distributed by:

Dee Vine Estate

“Shiny and elegant colour. Palate is balanced with good acidity.” – Chris Stedman

“Lots of pleasant, easy drinking wines. Not overly complex, but I would happily return to these and enjoy them. Some of the best had a nice green leaf, stalky note.”

Andrew Milne Brand Manager SouthTrade International

“The interesting examples had secondary complexities, fine detail and a long finish or a slightly different take on aromas and flavours.”

Kasia Sobiesiak Wine Educator and Writer

Seaside Sommeliers: Rob Roy Deli & Drinks

“If we were just the deli, [foot traffic] would probably be pretty limited but a lot of people are drawn to the store for the bottle shop side of things and then the deli is really like a complementary part of the shop,” Ridgway-Browne explained.

Wine is the main drawcard of the bottle shop, and Ridgway-Browne’s goal is to provide a broad selection of the category.

“It’s a good snapshot of the wine world as a whole, rather than being very specialised in one certain thing. We’re certainly not a dedicated natural wine shop, for example. Our vision is to try and have the world of wine covered. […] We’re looking for something that really represents very good quality at the price that it sits at,” said Ridgway-Browne.

Ridgway-Browne identified the two standouts in the wine sector as pet-nats and chilled reds.

“Chilled reds are having a moment and there’s no end in sight. The last three, four or five years, it’s just grown and grown to now be indispensable, and a huge part of the shop,” he said.

For the spirits section, Ridgway-Browne is conscious that Rob Roy cannot compete with chain stores when it comes to price, differentiating the store with a unique offering.

“The spirits range is probably a little bit different to what you’d find in a regular

“We’re trying to have unique, completely differentiated offerings. The spirits are a perfect example. Top to bottom, it’s things that are not on the shelf in a regular bottle shop, but we are the spot to find it.”

supermarket bottle shop, lots of quite interesting cocktail ingredients like amaros and a really big vermouth range. Some things that are a little bit hard to find but appear in some classic famous cocktails,” he described.

“It’s just not our focus to try and have the same products as our local competitors, but at more expensive prices. […] We’re trying to have unique, completely differentiated offerings. The spirits are a perfect example. Top to bottom, it’s things that are not on the shelf in a regular bottle shop, but we are the spot to find it.”

Ridgway-Browne also differentiates the store through extensive staff training.

“We’ve got a small team, but we do a lot of training. It’s a huge focus of the shop to have sommelier level [knowledge]. I don’t use that word lightly, because I’m a trained sommelier. I know how much goes into it. It’s not just about pointing out, there are the Pinot Noirs, there are the Shirazes. It’s about [asking] within that category, what do you like, what do you enjoy, what are we looking for? And providing some guidance and some expert information,” he said.

Due to its Gold Coast location, traffic to Tweed Heads swells during summer. For Vaughan and Ridgway-Browne, the key to maintaining business over the cooler months is integrating the store into the community.

“[We’re] trying to be part of the community, not be a shop that makes hay while the sun shines in summer and then battles through winter, but really to be a local spot,” Ridgway-Browne concluded. ■

As an independent Gold Coast bottle shop, Rob Roy Deli & Drinks focuses on stocking a diverse and unique selection of beverages, writes Caoimhe Hanrahan-Lawrence.

Located in Tweed Heeds, Rob Roy Deli & Drinks is co-owned by Lyndon RidgwayBrowne and Adam Vaughan, with investment from owners of a local bakery. RidgwayBrowne describes the store as being 75 per cent bottle shop and 25 per cent deli.

Lyndon Ridgway-Browne

L-R: Lyndon Ridgway-Browne and Adam Vaughan

DEVISTATINGLY DELICIOUS

A RICH FUSION OF SPICED CARIBBEAN RUM & FINE ARABICA BEAN COFFEE