AUSTRALIA’S LEADING LIQUOR INDUSTRY MAGAZINE
vol. 45 no. 4 - August-September 2026
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Editor’s note
Editor’s note Welcome to the August-September issue of
Spotlight visits Melbourne’s Drop Shop, where an
National Liquor News.
occasion-led approach is challenging traditional
There’s no shortage of challenges facing liquor
bottle shop layouts. In Retail Unfiltered, Arnhem
retailers right now. Cost pressures remain, consumers
Bickley shares how Nonnie’s Wine Store has built a
are spending more deliberately, and competition
loyal following by celebrating local producers and
has never been greater. But if there’s one message
creating a genuine sense of community.
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that comes through loud and clear in this issue of
One of the highlights of this issue is the launch of
National Liquor News, it’s that the most successful
the Wine Tasting Bench, which is a reinvigoration
retailers aren’t simply waiting for conditions to
of our wine tasting series. Wine Tasting Bench will
improve – they’re creating more compelling reasons
publish the results of a blind tasting of more than
Senior Journalist: Molly Nicholas mnicholas@intermedia.com.au
for customers to walk through the door.
150 Shiraz and Shiraz blends, and we examine how
Journalist: Sienna Martyn smartyn@intermedia.com.au
Price will always matter, but it’s increasingly
Australia’s flagship red wine continues to evolve
clear that experience, discovery and genuine
and where retailers can unlock future growth
value are proving just as important. Whether it’s
through regional diversity, premiumisation and
a carefully curated range, knowledgeable staff,
smarter merchandising.
Publisher: Paul Wootton pwootton@intermedia.com.au Managing Editor: Deb Jackson djackson@intermedia.com.au
General Manager Sales – Liquor & Hospitality Group: Shane T. Williams stwilliams@intermedia.com.au Group Art Director – Liquor and Hospitality: Kea Webb-Smith kea@intermedia.com.au
engaging in-store activations or stronger local
With Father’s Day and the Footy Finals just
connections, the retailers and suppliers featured
around the corner, we’ve rounded out the issue
Prepress: Tony Willson tony@intermedia.com.au
throughout this issue are demonstrating that
with practical merchandising ideas, category
differentiation is becoming one of the industry’s
insights and new product opportunities to help
Production Manager: Jacqui Cooper jacqui@intermedia.com.au
greatest competitive advantages.
retailers make the most of two of the biggest
That thinking is perfectly illustrated in our
trading occasions of the season.
Cover Story, where Sapporo launches its biggest-
As always, thank you to the retailers, suppliers
ever Australian consumer campaign. Building on
and industry leaders who continue to share their
the success of its award-winning Win This Fish
time and expertise with National Liquor News. Your
promotion, the new Prepare for Fugu campaign
insights ensure we can continue delivering practical,
combines a major national marketing investment
relevant content that helps our industry grow.
with an attention-grabbing retail activation
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I hope you enjoy the issue.
designed to drive shopper engagement and
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premium beer sales throughout the key spring
Cheers,
and summer trading period.
Deb
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Innovation continues elsewhere across
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Deb Jackson, Managing Editor
expansion into South Australia with a locally
02 8586 6156
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djackson@intermedia.com.au
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8 | National Liquor News
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Contents August-September 2026
Regulars 12 Cover story: Sapporo launches biggest-ever consumer campaign 14 Retail Unfiltered: Arnhem Bickley, Nonnie’s Wine Store 16 Store Spotlight: Drop Shop,
45 Wine Australia: Australia’s smallest wine vintage in over 25 years 46 Strikeforce: The case for food pairing in-store 48 Changing Rank: BrightSide announces recent placements
Brunswick East 20 News: The latest liquor industry news for retailers around Australia 26 Marketplace: Brand news and promotions 78 Events: An exclusive look into the latest liquor industry events
Special Features 18 Partner Content: ABSOLUT® TABASCO™ brings the heat 49 Wine Tasting Bench: Shiraz finds a new balance 56 Organic Drinks: Unlocking organic opportunity 60 Father’s Day Marketplace: Premium picks for
42 Retail Drinks Australia: Retail Drinks commences next major research project 43 DrinkWise: Reinforcing moderation and respect throughout State of Origin 44 New Zealand Winegrowers: International Pinot Noir Day
10 | National Liquor News
Father’s Day success 64 Footy Finals Marketplace: Drinks that deliver on game day 68 Rum & Cane Spirit: Rum’s retail reality 71 Trade Buyer’s Guide: Spotlight on North American Whisk(e)y
Image credit: istock.com/Piotr_roae
Industry Focused
NEW
TZ I R P S T EFRUI
RAP G K N I P
CO C E S O PR 1 # S ’ A I L AUSTRA
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For trade enquiries please contact your Brown Family Wine Group representative by visiting brownfamilywinegroup.com.au
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, Y T S E Z HT G I R B D N A Y L B B U B
Cover Story
Sapporo launches
biggest-ever consumer campaign
Following the success of its award-winning Win This Fish promotion, Sapporo is launching its biggestever national consumer campaign to help retailers drive engagement and premium beer sales.
12 | National Liquor News
After turning heads with its Win This Fish campaign
Effie Awards finalist, further cementing its reputation
in 2025, Sapporo is returning with its biggest
as one of Australia’s standout retail activations.
Australian consumer promotion yet, giving retailers
Amy Kearney, Brand Marketing lead for Sapporo,
another opportunity to drive shopper engagement
said: “Designed to spark conversation both in-store
through an attention-grabbing in-store activation.
and at the bar, Prepare for Fugu combines Australia’s
Launching on 14 September, the new Prepare for Fugu
growing love affair with Japan travel, with one of the
campaign gives consumers the chance to win one of three
country’s most unique dining experiences. Winners
trips to Tokyo, where they’ll experience an authentic fugu
will enjoy authentic fugu degustation prepared
degustation paired with Sapporo beer and premium
by licensed chefs, whose years of specialist training
sake. The promotion also includes 100 instant-win
are required to safely prepare the world’s most
$100 dining vouchers, creating multiple opportunities
infamous fish.”
to reward shoppers throughout the campaign.
The campaign is backed by Sapporo’s largest
The campaign builds on the momentum of Win
integrated marketing investment to date, spanning
This Fish, which generated widespread attention
YouTube, Meta, BVOD and out-of-home advertising
across bottle shops and pubs around Australia and
to build consumer awareness and drive shoppers
was recognised by the industry with Best Shopper
into stores. According to Sapporo, pre-launch testing
Promotion and Best in Show at the ANZ Shop! Awards.
has delivered even stronger results than the award-
The campaign has also recently been named an
winning Win This Fish campaign, with research
Cover Story
among more than 800 beer-drinking men performing well above benchmark across all key measures. The promotion is open across both the onand off-premise. While the QR code is printed on Sapporo bottle cartons and clusters, consumers can purchase any Sapporo product – including bottles, cans or draught – then scan the QR code and upload their receipt via the campaign microsite to enter. The promotion runs from 14 September until 18 January 2027. The campaign also arrives as Sapporo continues to strengthen its position within Australia’s premium imported beer category – the brand reports doubledigit growth in a declining beer market. In 2026, Sapporo also celebrates 150 years since brewing Japan’s first beer, reinforcing the heritage that underpins its premium positioning. With strong point-of-sale support available, retailers can use the campaign to create theatre in-store and encourage premium beer purchases during the key spring and summer trading period. The combination of a distinctive prize, proven creative platform and national media support is designed to
Fast Facts • 150 years of brewing heritage – Sapporo celebrates its 150th anniversary in 2026. • Double-digit growth in a declining Australian beer market. • 1 of 3 trips to Tokyo to be won, plus 100 instant-win $100 dining vouchers. • Launches 14 September with entries closing ahead of the January 2027 prize draw.
generate shopper curiosity and provide retailers with an engaging conversation starter. Retailers interested in participating can contact their Coopers Area Manager on 1300 555 166 (SA/NT 08 8440 1800) or sapporo@coopers.com.au to secure campaign point-of-sale material ahead of the September launch.
■
SCAN THE CODE TO LEARN MORE & WATCH THE FUGU ADS!
August-September 2026 | 13
Retail Unfiltered
Arnhem Bickley
Retail Unfiltered: Arnhem Bickley shares the power of local storytelling At Nonnie’s Wine Store, Arnhem Bickley is committed to authentically celebrating community and place on and off the shelf. Retail Unfiltered looks beyond the
producers and celebrates great products.
brewers, distillers, and food producers in
shopfront to uncover the commercial
“We wanted to create something that
the Northern Rivers, and we see Nonnie’s
thinking behind Australia’s liquor retailers.
felt like it belonged here. Locally owned,
as a platform to help showcase their work.”
In each issue, we explore the strategies,
community focused, and reflective of
She added: “There’s also a real connection
decisions and market positioning driving
Mullumbimby, while still offering a range
customers feel when they know a product is
performance at store level.
you wouldn’t normally find in a standard
made by someone local or independent, it
bottle shop,” she told National Liquor News.
builds trust and makes the experience much
This issue we get to know Arnhem Bickley, the Co-Owner of recently opened
Offering a thoughtful range of wine,
Nonnie’s Wine Store in Mullumbimby,
craft beer, artisan spirits, and specialty
To ensure an authentic reflection of
Northern NSW.
food products, the experience paired with
place, Bickley emphasises the value of
the product itself is what sets Nonnie’s apart.
partnerships fulfilling that commitment to
Bickley opened Nonnie’s in February this
more meaningful.”
year with her partner Ryan Beatles. Before
“Everything is there for a reason, and we
making the move to liquor, she had worked
focus on products we genuinely believe in
“These relationships usually start through
in fashion for over 17 years, founding her
rather than trying to stock everything. We’re
conversation, tastings, and spending time
own business Arnhem Clothing, where she
highly curated, but also very personal.
with the people behind the products. We’re
says she was creatively hands-on.
the community.
“We take the time to understand what
interested in how things are made, what
“I was all about building a brand from
our customers enjoy, and there’s a real sense
drives the producer, and whether there’s a
the ground up and thinking carefully about
of trust that’s developed between us and the
genuine alignment in values.”
product, storytelling, and how people
community. People know they can come in,
Simultaneously, she says one of the
connect with what you create.
have a conversation, and leave with something
greatest challenges and privileges of ranging
they’re genuinely excited about,” she said.
at Nonnie’s, is navigating small business
“Sustainability has also always been a core part of how I approach business. A
production timelines.
focus on more thoughtful, responsible
Sharing the local love
production has stayed with me and naturally
As Bickley explained, supporting local
wines and spirits are often made in very
flows into how I think about retail today.”
producers is one of the foundations Nonnie’s
limited quantities is a challenge. Once
was built on.
they’re gone, they’re usually gone, which
Looking for a change, Bickley followed
“Working with small producers whose
her growing passion for wine and
“It’s important because it strengthens the
means the range is always changing. But
conceptualised Nonnie’s with her same
local economy and creates a more connected
that’s also what makes the store what it is.
enduring vision – to create something
community. We’re incredibly fortunate to
It allows us to offer a range that is constantly
locally owned that supports independent
be surrounded by talented winemakers,
evolving and full of discovery.
14 | National Liquor News
Retail Unfiltered
“It requires constant tasting, research, and sourcing
“At the core, it’s about keeping the store dynamic;
new products. It keeps things exciting, but it also
always evolving, always discovering, and staying true
means there’s a lot of ongoing work behind the scenes
to the values Nonnie’s was built on.
to keep the shelves fresh and interesting.”
“We’re about to add another full wall of fridges,
In the early months of Nonnie’s, Bickley’s goal has
which will significantly expand our range and allow us
been to nurture mutual connection and engagement
to showcase even more producers and limited releases.
with community through every facet of the store.
The demand has been stronger than expected, and it’s
“The response so far has honestly been incredible,”
exciting to be able to respond to that growth.
she said. “We’ve been really grateful for how quickly
“Our producer tastings will continue, and we
people have connected with what we’re doing. A
will keep strengthening relationships with local
big focus has been listening, understanding what
businesses, and sourcing interesting products. We’re
customers respond to, refining the range, and making
proud of what Nonnie’s has become so far, and excited
sure the experience continues to improve as we grow.
to keep building it alongside the community that has
There’s been a real sense of trust building between us
supported us from the beginning.”
and the community, which has been one of the most
■
rewarding parts so far.”
Wine recommendations
Inspiring curiosity
2023 A. Rodda
One of Bickley’s core beliefs is that the environment
‘Cuvée de Chais’
people shop in shapes the experience as much as the
Cabernet
products on the shelf.
This is one of our
“We designed Nonnie’s to feel warm, natural, and easy to navigate, somewhere people feel comfortable to explore, ask questions, and take their time. “Our team also play a huge role in the experience. They create a welcoming, relaxed environment where customers feel supported rather than sold to. That personal interaction is a big part of what sets us apart.” To convert curious customers in-store, Bickley
favourite reds at Nonnie’s right now. A beautifully balanced cool-climate blend from Beechworth, it offers layers of dark berries, subtle spice and silky tannins. Elegant yet approachable, it’s the perfect
said herself and the team focus on conversational and
bottle to enjoy now or cellar for years to come.
approachable education.
RRP: $43
“What works best is keeping things informal and welcoming. People are far more open to trying new
2023 Les
things when it feels relaxed and social. We don’t want
Fruits Collines
wine to feel intimidating or overly technical. A lot of it comes down to simply talking with customers about what they like and helping guide them toward something new. “We also have producer-hosted tastings every Friday, which has become a really important part of Nonnie’s. Having winemakers, brewers, and distillers in-store creates a direct connection between customers and the people making the products, which really brings everything to life.” For the remainder of 2026, her goal is to build on the momentum of the past few months and evolve
Chardonnay This wine is a standout on our shelves. Bright, fresh and beautifully balanced, it showcases vibrant citrus, crisp stone fruit and a lovely mineral finish. It’s an effortlessly drinkable Chardonnay with plenty of character and one we keep reaching for. RRP: $44
with an open mind. August-September 2026 | 15
Store Spotlight
Why Drop Shop is challenging traditional bottle shop conventions The 60sqm Melbourne bottle shop aims to take the guess work out of wine buying with a tightly curated, occasion-led model.
In Brunswick East, three drinks industry professionals are rethinking the way wine is sold with the opening of boutique liquor store Drop Shop. Challenging the convention that wine should be organised by grape variety and region, Drop Shop instead adopts an occasion-led retail model. The brainchild of Pinot Palooza Founder and Wine Victoria Chair Dan Sims, drinks retail specialist Courtney Keegan, and Luke McKinnon, Founder of communications agency Common State, the 60sqm neon-lit corner stone opened its doors to the public on Thursday 11 June. With interiors by We Are Humble and branding by Hamish Childs, the bottle shop honours Japanese konbini culture with a “gallery-like” store layout that reduces visual clutter, giving wine a considered, confident backdrop. For McKinnon, regular exposure in his day job has given him a sharpened view of what great retail looks like. He believes the most inspiring retailers are those demonstrating the same principle: building their stores around a deep understanding of their customer and ensuring that shows up at every touchpoint. “The way people engage with retail has fundamentally shifted. Experience is no longer a nice-to-have layered on top of the product – it is the product. Liquor retail, for something so social and genuinely enjoyable, has been surprisingly slow to recognise that. “Customers should be able to see and feel what a brand stands for the moment they walk through the door. The store isn’t just where the transaction happens. It’s where a brand communicates what it believes, how it thinks about who walks through the door, and what makes it worth choosing,” McKinnon told National Liquor News. In practice, when designing the store, he says that meant making decisions that counter almost every convention in liquor retail. 16 | National Liquor News
“We are all time poor, and let’s face it, there is a lot of wine out there, so the more we can help reduce that decision making process, the better.” Dan Sims Dan Sims and Courtney Keegan
Store Spotlight
When less is more While wine is central to the offering at Drop Shop, the team have taken an equally considered approach across RTDs, spirits and non-alcoholic options. Acknowledging that not every occasion calls for the same serve, close attention has also been paid to format and convenience – with six-packs, slabs, half-bottles, bagnums, ready-to-go cocktails and cans all available. “[In practice] it’s the same principle. A tightly curated selection,” says Sims. “The RTD segment of drinks has exploded and there is so much innovation in that space, which is so bloody exciting – we want to play here, be curious, and share the discoveries. But again, it has to be delicious.”
“The goal was never simply to sell better wine, beer and spirits. It was to build a retail experience as considered as the products on the shelf,” McKinnon added.
Occasion over origin Replicating the simplicity of a convenience store, Drop Shop was designed to be navigated in under 30 seconds, with a tightly curated selection and an occasion-based model that simplifies the shopping experience. Sims explained: “Wine retail has been set out in a very structured/
is always something new to explore for those who have the time –
varietal way regardless of if you’re big box retail or an independent.
and with at least one item from 95 per cent of all stocked products
But when you look at the data, the vast majority of people purchase
selling in the store’s first two weeks, early data indicates that the full
by occasion and price. So, we thought, why not lay it out like that?”
spectrum of stock is resonating with customers.
Guided by this logic, Drop Shop organises its wines by three
“We are all time poor, and let’s face it, there is a lot of wine out
categories – Weekday ($15-25), Party ($25-40) and Fancy ($40+),
there, so the more we can help reduce that decision making process,
with the Party section leading sales in the first two weeks of
the better.
operations. Within those categories, wines are then subcategorised
“It’s a response to how people are engaging with wine today;
by lighter, medium and full-bodied styles. With space for just 150
drinking less, drinking better and being curious about the wines
wines, the range has been curated through a convenience-first lens,
that are available without having to navigate through a warehouse.
while also honouring more of a hospitality-style approach.
“Also, it has to be fun. I know some will eye-roll at that, but
“Most retailers would probably describe themselves as highly
having run large-scale wine festivals for years, people respond
curated, but the average bottle shop stocks more than 1000 wines.
better to fun than they do facts. Shared experiences over lectures.
At Drop Shop, we literally only have room for 150, so everything has
And young people are into wine – they just want to experience in
to really earn its spot on the shelf. Think of each category as its own
a different way, and our sector has been incredibly slow to respond
shortlist. The idea isn’t to limit choice – it’s to make choosing easier.
to that,” Sims continued.
“I’ve always felt it weird that 150 wines in retail is considered small
For the Drop Shop team, that same philosophy also extends
but from a wine list/hospitality perspective, it’s large. Especially when
beyond the range itself to the broader role retail can play in shaping
you consider that at the end of the day, your customer is buying one
how people connect with drinks.
or two wines to take home,” says Sims.
“We’ve seen entire categories transformed by better retail.
At Drop Shop, Victorian wines make up approximately 70 per
The experience has become part of the product. For something
cent of the range, rounded out by expressions from across Australia
fun that people genuinely love, liquor retail has remained
and beyond. While the focus is a simplified shopping experience, the
surprisingly unchanged. That’s crazy to me. What an opportunity,”
store will keep 30 per cent of its stock on turnover to ensure there
McKinnon concluded.
■
August-September 2026 | 17
Partner Content
COMING IN HOT:
The spicy serve set to fire up summer ABSOLUT® TABASCO™ brings bold flavour, summer appeal and spicy innovation to Australia’s evolving vodka category.
18 | National Liquor News
Summer drinking trends are constantly
drinkability, offering retailers and
evolving, but one flavour profile is
venues something genuinely different
proving impossible to ignore – spice.
to put in front of customers.
From hot honey to chilli margaritas
Rather than creating an overpowering
and fiery food pairings, Australians are
chilli spirit, the liquid has been crafted
increasingly embracing a little heat in
to deliver a balanced flavour profile, with
their food and drink experiences.
heat that gradually builds before leaving
Now, ABSOLUT® TABASCO™ brings
a warm sensation on the lips. It also
that trend to the vodka category, pairing
contains no added sugar, appealing to
two globally recognised brands in a
shoppers looking for bold flavour without
collaboration designed to create new
unnecessary sweetness.
drinking occasions.
The vodka is crafted by fusing
Living up to its ‘COMING IN
Absolut Vodka with a unique,
HOT’ spirit, ABSOLUT® TABASCO™
completely natural essence created
combines the smooth character of
from the fermented, aged red pepper
Absolut Vodka with the distinctive
used to make Tabasco® Sauce. This gives
heat and aroma of Tabasco® Sauce. The
the spirit its distinctive spicy character
result is a flavoured vodka that delivers
while maintaining the smooth finish
a warming spice without compromising
expected from Absolut.
Partner Content
“Spicy flavour is having a real moment, and the ABSOLUT® TABASCO™ Spicy Lemonade is set to be the Hottest New Drink of the Summer – refreshing, easy to make and delivering just the right hit of heat.” Kristy Rutherford Marketing Director at Pernod Ricard for Australia & New Zealand
appealing, uncomplicated to prepare and ideal for entertaining, while retailers benefit from products that can be easily merchandised around seasonal occasions. By focusing on one standout serve, the campaign creates a clear path from shelf to glass. Kristy Rutherford Marketing Director at Pernod Ricard for Australia & New Zealand said: “ABSOLUT® TABASCO™ is the hottest new partnership, bringing together two globally recognised flavour icons in a way that feels bold, simple and highly drinkable. Spicy flavour is having a real moment, and the ABSOLUT® TABASCO™ Spicy Lemonade is set to be the Hottest New Drink of the Summer – refreshing, easy to make and delivering just the right hit of heat.” The timing is no coincidence as spicy flavours continue to gain
Beyond the serve itself, the launch taps into consumers’ growing
momentum across foodservice and beverage categories, with
appetite for memorable drinking experiences. While classic vodka
forecasts indicating sales of spicy vodka are expected to increase
serves remain popular, flavour-led innovations continue to generate
by 27 per cent by 2029. For retailers, that presents an opportunity
excitement by offering something new without straying too far from
to tap into a growing flavour trend backed by two instantly
familiar formats.
recognisable brands.
For retailers, the launch also creates opportunities for seasonal
To encourage trial, the campaign centres on a single signature
merchandising. Cross-promoting with cloudy lemonade, fresh citrus
serve: the ABSOLUT® TABASCO™ Spicy Lemonade, set to be the
and cocktail accessories provides an easy way to inspire purchase
‘Hottest New Drink of the Summer’. Refreshing with just the right
while reinforcing the recommended serve.
amount of heat, it has been designed for easy recreation at home or in licensed venues. Preparation is intentionally straightforward: combine one part ABSOLUT® TABASCO™ with four parts cloudy lemonade such as
Equally important is the strength of the partnership itself. Both Absolut and Tabasco® enjoy strong brand recognition, giving shoppers immediate confidence in the collaboration while helping it stand apart from other flavoured vodka launches.
Fever-Tree Sicilian Lemon Soda over ice, garnish with a lemon wheel
With its playful ‘COMING IN HOT’ campaign, distinctive
and a slice of chilli, then finish with an optional Cajun spice rim. The
flavour profile and clear hero serve, ABSOLUT® TABASCO™ arrives
result balances bright citrus refreshment with a gentle spicy kick,
in Australia and New Zealand with a proposition designed to stand
creating a serve that feels both familiar and unexpected.
out. Whether enjoyed at home, poured in venues or featured in
As summer approaches, simplicity will be key to driving adoption. Drinkers are increasingly seeking serves that are visually
retail displays, the ABSOLUT® TABASCO™ Spicy Lemonade offers a fresh way for drinkers to turn up the heat this summer.
■
August-September 2026 | 19
Gavin Saunders and News Damien Page on LMG’s The latest liquor industry
For retailers around the country
next chapter
LMG prepares for a seamless leadership transition as Damien Page succeeds long-serving CEO Gavin Saunders on 1 September.
After almost 14 years at Liquor Marketing
“It’s a genuine privilege to be asked to
Group (LMG), including the past decade
lead LMG. I’ve been part of this business
as Chief Executive Officer, Gavin
for 13 years. LMG is a business I care
Saunders is preparing to hand over
deeply about and I’m proud of what our
the reins to one of the people who has
team do for our members every day. I
helped shape the business alongside him.
know the members, I know the team,
From 1 September, Damien Page will
and I know exactly what makes LMG
become LMG’s CEO after 13 years with the
independents worth fighting for.”
business, becoming just the third person to hold the role in the past 18 years.
Having overseen LMG’s merchandising, marketing and loyalty strategies for more
Speaking to National Liquor News,
than a decade, Page said he already has
Saunders explained that his decision
a deep understanding of where value is
to leave was driven by a belief that
created for members and suppliers.
strong organisations benefit from
Rather than introducing a new
new perspectives. “The LMG business is extraordinary,
Gavin Saunders
Damien Page
direction, he wants to build on the investments already made.
and it’s been a great pleasure to be
“The opportunity ahead is to keep
trusted to be part of it for 14 years and
turning the work we’ve done into real,
lead it for the past 10 years. The business
growing returns for our members. We’ve
has grown considerably, both in terms
built sophisticated loyalty and marketing
of volumes and products which it offers
platforms, and it’s about sweating
to support LMG Members. The challenge
those assets to win for the shopper, the
and achievements have been great,
member and our suppliers. For a member,
suppliers should expect more of the same
and all the LMG team have dedicated
that means the tools and marketing
focus under his leadership.
themselves to delivering for our members.
behind their store keep getting sharper
LMG should and will continue to evolve
and easier to use and keep showing up in
and they can expect the same from me
which requires fresh perspective, energy
their results.”
as they always have – and that is that
and vision every so often. Ten years has
“Our members and suppliers know me,
That philosophy aligns closely with
everything we do comes back to helping
been a great innings, and I am truly
the advice Saunders has shared as part
LMG independent retailers compete and
excited to see what Damien and the LMG
of his handover. He said LMG’s greatest
win. That’s the cause, and it’s what gets
team will continue to deliver.”
strength remains its member-owned
me out of bed.”
As he prepares to step into the CEO
structure and unwavering focus on
As the leadership baton passes, both
role, Page told National Liquor News that
helping independent retailers grow sales
men are confident LMG is entering its
continuity – not change – is his priority.
and profitability. Page says members and
next chapter from a position of strength.
20 | National Liquor News
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News
Liquor Barons expands into South Australia with local-first cooperative model 22 | National Liquor News
The expansion marks a significant shift for South Australia’s independent liquor sector, with local ownership and decisionmaking at the heart of the new cooperative. Liquor Barons Cooperative has expanded into South Australia through a partnership with the RD Jones Group, establishing a new member-owned liquor retail cooperative that will launch with 12 major hotels and bottle shops. Operating as Liquor Barons South Australia (LBSA), the Adelaide-based business will be advised and managed by local industry veterans Jared Shattock and Matt Newman. The new banner will oversee buying, supplier partnerships and retail promotions from Adelaide, ensuring commercial decisions remain firmly rooted in the South Australian market and providing dedicated support for local retailers, consumers and suppliers.
News
promotional decisions should be made locally,” he told NLN.
SOUTH AUSTRALIA
“This is a South Australian-owned and operated business, based in Adelaide and focused on supporting local retailers, suppliers and consumers.”
Paramount Liquor has been appointed as wholesale
Danielle Jones, Director of RD Jones Group, said the
supply partner to LBSA, delivering wholesale supply
partnership followed an extensive commercial review.
to members across the state through its national
“After an extensive commercial review, Liquor
distribution network. The appointment builds on
Barons’ efficient, locally driven cooperative model
Paramount’s expansion into South Australia’s retail
delivered the best overall result for our venues,” she said.
liquor sector in 2025 through its partnership with
“Importantly, it ensures our merchandise and
Drakes Cellars. Speaking to National Liquor News, Liquor Barons
marketing strategies continue to be crafted right here in Adelaide.”
CEO Chris O’Brien said the timing was right to
Paramount Liquor CEO Nathan Rowe said the
bring the cooperative’s decentralised model into
appointment reflected the wholesaler’s long-term
South Australia.
investment in the South Australian market and
“It’s become apparent to us that most retail
strengthened its support for independent retailers.
banner groups are consolidating their buying and
“This long-term, committed partnership with
marketing functions within head offices in Sydney
Liquor Barons SA builds on our expansion into the
and Melbourne,” he said.
South Australian retail liquor market in 2025, through
“We believe this shift towards centralised
our collaboration with a like-minded family business,
national buying has created the right opportunity
Drakes Cellars. Now, with founding members of
for Liquor Barons’ model of decentralised buying
LBSA like the RDJones Group paving the way, we are
and local decision-making to expand into the South
gathering real momentum in supporting independent
Australian market.”
retailers across the SA market.”
O’Brien said the launch would establish a significant local presence for the cooperative. “We’re launching Liquor Barons South Australia with 12 major hotels and bottle shops that were
The move also signals the next phase of Liquor Barons’ interstate growth strategy, although O’Brien said the group’s geographic ambitions remain firmly focused on Australia’s western states.
previously part of the Thirsty Camel network. It’s a
“We’ve built a reputation as one of Australia’s
significant step for our business and gives us a strong
leading independent banner groups, and we see a real
platform for future growth in the state,” he told NLN.
opportunity to bring our cooperative model to South
He said RD Jones Group was the ideal foundation partner because of its scale and shared values. “The RD Jones Group is a formidable retail business within South Australia and is probably the state’s largest by volume,” O’Brien told NLN.
Australia,” he told NLN. “We believe there’s space in the market for a banner that genuinely puts local decision-making first.” O’Brien said Liquor Barons had no plans to expand further east.
“Liquor Barons and RD Jones share many family-
“At this point in time, Liquor Barons has no plans
based, community-focused and local values, making
to expand beyond Western Australia, South Australia
them the right foundation partner for us in South
and the Northern Territory,” he said.
Australia.”
“We have no plans to move any further east than
According to O’Brien, the cooperative model
that and believe providing a strong retail solution for
is designed to maximise retailer profitability while
Australia’s western region is the right move for us.”
ensuring buying and promotional decisions remain
Liquor Barons South Australia commences
close to the market. “We’re establishing a fully staffed Adelaide office because we firmly believe buying, merchandising and
operations immediately, with its first locally developed promotional program scheduled to roll out from 12 October.
■
August-September 2026 | 23
News
Ritchies targets growth through expansion and innovation Ritchies outlines ambitious FY27 plans, combining acquisitions, digital investment and customer experience to drive liquor growth. Ritchies is positioning FY27 as a transformational year for
to better understand campaign performance by linking media
the business, pursuing acquisitions while investing in digital
activity to point-of-purchase data.
capability, retail media and customer experience across its liquor network. Following the acquisition of the Port Fairy IGA and Liquor store, Ritchies Liquor General Manager Karl Loh says the retailer remains committed to disciplined growth. “Ritchies has always had the philosophy of growth and feel
“The real strength of this platform is that we can provide suppliers with a more complete view of campaign performance... That gives suppliers a clearer understanding of what is working, how customers are responding and where future opportunities exist.” Innovation remains central to Ritchies’ strategy, with continued investment in new product development, retail
that our liquor offer is a competitive one that has its place in
concept trials and support for local producers through ranging,
the market with a call out to customer service, great range,
tastings and promotional activity.
competitive prices and a solid loyalty program.” Loh says recent successes, including the Fine Food and Wine stores on the Mornington Peninsula and expansion into Port
Loh says changing shopping habits are creating new opportunities for retailers to drive larger basket sizes despite fewer store visits. “Customers are definitely reducing their visits in-store,
Macquarie, have reinforced confidence in the strategy, even as
yet they are spending more, so it is up to our staff to service
the business remains selective about acquisitions.
customer needs, but at the same time, increase basket size by
Alongside physical growth, Ritchies is investing in a new team ecosystem to improve communication, strengthen in-store consistency and deliver better execution for supplier campaigns. “The new Ritchies team ecosystem is being developed to improve the way we communicate with our teams across the
upselling on the shop floor or reminding customers of the great ‘add on buys’ we have at the counter.” Looking ahead, Ritchies will continue investing in fast delivery, staff training, store standards and supplier partnerships while maintaining a focus on profitability.
business. Importantly, it also gives us the opportunity to further
Loh also flagged concern about the illicit tobacco market.
improve consistency in-store, strengthen service standards and
“With the loss of cigarette sales to the illicit market, we are
create greater visibility around store-led activations.” The retailer is also expanding its on-demand offering into liquor after strong growth through its supermarket business.
concerned that spirits may be targeted next. Hopefully government will step in and protect our market with sufficient laws.” Despite the challenges, he remains optimistic.
“Our on-demand business is another key area of growth...
“From a positive point of view, the liquor industry continues to
We’re now working through the liquor opportunity, which we
throw up new products and create new categories, which gives
expect will deliver incremental sales back into our stores.”
our customers exciting options for refreshment. It’s a fast-moving
Retail media is another strategic priority, enabling suppliers 24 | National Liquor News
industry that always make it an exciting trade to be involved in.”
■
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Read the October issue for 5 massive banner groups features with all the news!
Marketplace Brand news and promotions
Matso’s unveils Vodka Rasp Pine Crush Matso’s Vodka Rasp Pine Crush is the newest addition to the Crush family – a berry, tropical twist designed for summer refreshment. Crafted with premium vodka, real raspberries and pineapple, it’s a sweet and nostalgic flavour combo Australians already know and love. At 4.5 per cent ABV, Rasp Pine Crush is approachable, sessionable, and perfect for any casual social occasion. Like all Matso’s products, Vodka Rasp Pine Crush is Aussie made and owned, and is expertly handcrafted to beat the heat and deliver the ultimate refreshment. Distributor: Good Drinks Australia
Billson’s adds Passionfruit Double Vodka to its range Fancy a Pash? Billson’s is giving Aussies a bold new reason to fall in love with passionfruit with the launch of its new Aussie Style Passionfruit Double Vodka, a flavour-packed RTD built to win on some of the category’s biggest growth drivers. Combining one of Australia’s favourite tropical flavours with a bolder 6.8 per cent ABV recipe, the new release delivers two standard drinks in a convenient 375ml can, tapping into growing consumer demand for higher-strength RTDs that
Glenfiddich reveals refreshed global identity
offer both flavour and value.
Glenfiddich, the world’s most awarded single malt Scotch whisky, has unveiled
Passionfruit continues to gain momentum across the beverage category, with tropical profiles
a bold new visual identity, setting the scene for its next chapter. Crafted for a contemporary audience, the refreshed look balances
resonating strongly with Gen Z consumers thanks
modernity with heritage, drawing on resurfaced icons from the Glenfiddich
to their familiar taste profile and refreshing taste.
family archive spanning more than five generations. The result honours
The latest addition to the Billson’s range builds on
Glenfiddich’s 139-year legacy while reinforcing its status as a British-born
the brands heritage of reimagining nostalgic Aussie
luxury icon. With one eye on the past and the other firmly fixed on the future,
flavours for the premix consumer.
the new Glenfiddich design language intertwines the distillery’s rich history
Early consumer response has been overwhelmingly positive, with Russ Eats awarding
with a timeless modernity. Steeped in storytelling, Glenfiddich’s redesign is inspired by the pioneering
Aussie Style Passionfruit a perfect 10/10 rating,
releases of the 1960s, when the brand helped establish Single Malt Scotch
calling it “the best double-strength drink we’ve
Whisky as an international spirits category.
had in our lives”. Available now in 4x375ml cans at 6.8 per
The new packaging is rolling out across Glenfiddich’s Flagship Collection: 12 Year Old, 14 Year Old, 15 Year Old and 18 Year Old. There is no change to
cent ABV.
barcodes or dimensions, ensuring a seamless transition for retailers and on-
Distributor: Coca-Cola Europacific Partners
premise venues.
Pty Ltd
Contact your local William Grant & Sons representative for more information. Distributor: William Grant & Sons
26 | National Liquor News
Marketplace
Jack Daniel’s Tennessee Blackberry launches Jack Daniel’s has expanded its flavoured whiskey portfolio with the launch of Jack Daniel’s Tennessee Blackberry, blending its signature Tennessee Whiskey with a bold blackberry flavour to create a versatile new serve. A flavour made for afternoons turned evenings under the setting Australian sun. Wherever the night takes you after that, well, that’s up to you. The new expression combines Jack Daniel’s Old No. 7 Tennessee Whiskey with a sweet burst of blackberry, delivering ripe flavours balanced by the vanilla, caramel and oak notes synonymous with the brand’s classic whiskey. Bottled at 35 per
Organic wines with proven retail appeal Angove Organic wines deliver a proven combination of quality, sustainability, trusted branding, and strong commercial appeal. As one of Australia’s pioneers of certified organic winemaking, Angove Family Winemakers has spent decades building expertise in organic viticulture, producing wines that consistently over-deliver on quality and
cent ABV, it joins Tennessee Honey, Tennessee Fire and Tennessee Apple in the Jack Daniel’s flavoured whiskey range. Jack Blackberry features ‘a whole lotta Jack’ and is effortless to enjoy, helping it appeal to both traditional whiskey drinkers and consumers looking for more approachable flavour-led spirits.
value. Consumers are increasingly seeking products that align with their
Jack Blackberry is the perfect way to kick off the
values, with organic wine no longer viewed as a niche category but as a
night as it is designed to be highly versatile, whether
mainstream purchase for health-conscious, environmentally aware, and
served simply over ice with lemonade as a refreshing
premium wine drinkers.
highball, used to put a juicy twist on a classic
The Angove Organic range offers retailers a compelling point of difference within the wine aisle. Backed by a respected fifth-generation family-owned winery, the range carries genuine authenticity, with certified organic vineyards, sustainable farming practices, and a longstanding commitment to preserving the land for future generations. These credentials resonate strongly with today’s shoppers and help retailers build credibility in the rapidly growing organic segment. Angove Organic wines provide excellent repeat purchase potential. Their approachable styles, consistent quality, and competitive price
Bramble, enjoyed as a chilled shot or even paired with a beer as a boilermaker. The launch comes as flavoured American whiskeys continue to attract new consumers and provide growth opportunities within the category. Internationally, Jack Daniel’s Tennessee Blackberry has been highlighted as one of the brand’s key recent innovations, building on the success of its existing flavoured whiskey range. Fun, vibrant, and undeniably smooth, Jack
positioning encourage trial while generating strong consumer loyalty.
Daniel’s Tennessee Blackberry is crafted using the
The range spans Australia’s most popular varietals, making it easy for
same premium Tennessee Whiskey foundation as
retailers to satisfy everyday drinking occasions while offering customers
Jack Daniel’s Old No. 7, helping it to bridge the gap
an upgrade into a premium, values-driven purchase.
between whiskey traditionalists and flavour explorers.
Distributor: Angove Family Winemakers
Distributor: Brown-Forman Australia August-September 2026 | 27
Marketplace
Brown Brothers unveils Prosecco Pink Grapefruit Spritz Brown Brothers is bringing a fresh twist to Australia’s number one Prosecco with the launch of Prosecco Pink Grapefruit Spritz. Inspired by the success of Brown Brothers Prosecco NV, this vibrant new release combines lively bubbles with juicy pink grapefruit for a bright, refreshing spritz made for sunshine, long lunches and celebrations. Best served chilled or over ice, it taps into the growing demand for lighter, flavour-forward drinks and casual aperitivo occasions. As Gen Z and millennial consumers continue to seek vibrant flavours and more relaxed ways to enjoy wine, Prosecco Pink Grapefruit Spritz gives retailers a fresh opportunity to attract new shoppers and energise the sparkling category. Backed by the quality and trust of Brown Brothers, it’s a contemporary addition that brings fresh excitement to the fixture. Because every great occasion deserves a little Prosecco yeah! Distributor: Brown Family Wine Group
Kirin Hyoketsu Mandarin returns by popular demand After an incredibly successful limited-edition launch in 2025, Kirin Hyoketsu Mandarin is officially back by popular demand this August. Made from vodka, soda and natural mandarin juice, the newest permanent addition to Kirin Hyoketu’s core range delivers a perfect blend of slightly sweet and sour notes and a clean, refreshing finish. Using Kirin’s ‘Hyoten Toketsu’ method, Kirin Hyoketsu Mandarin locks in the intense, refreshing flavour of real mandarin without any lingering aftertaste. With less than one gram of sugar and only 130 calories, Kirin Hyoketsu Mandarin is a crisp, flavour-forward option perfect for those looking for something new and interesting from the RTD space. Kirin Hyoketsu Mandarin joins the brand’s growing range of fruit flavours, alongside favourites such as Lemon and Green Apple. It’s the second addition to the core range this year, following the highly anticipated launch of Kirin Hyoketsu Strawberry in March. Distributor: LION
28 | National Liquor News
Brown Brothers Moscato Pineapple Splash launches Brown Brothers introduces Moscato Pineapple Splash, its new ‘Piña Moscata’, a vibrant twist on Australia’s bestselling Moscato. Bursting with juicy pineapple flavour, it’s clean, fresh and made for shoppers looking for something fruity, fun and anything but ordinary. As Gen Z and Millennial consumers continue to discover wine through taste-led styles, Moscato remains a key gateway into the category. Brown Brothers’ Fruity Portfolio helps retailers recruit Millennial and Gen Z shoppers by offering wines that feel easy to choose, easy to enjoy and perfect for social occasions. Served well chilled, Moscato Pineapple Splash taps into the growing demand for bold, fruit-forward flavours and brings a fresh energy to the wine aisle. For retailers, it’s an opportunity to attract new shoppers, create incremental category growth and keep wine relevant for the next generation, all backed by the trusted quality of Brown Brothers. Distributor: Brown Family Wine Group
Jack Daniel’s Southern Flavours launches nationally Jack Daniel’s Southern Flavours is rolling out nationally, giving retailers and venues a fresh opportunity to unlock incremental growth and drive trade-up within the North American Whiskey (NAW) premix category. The national expansion follows strong early results in
The smallest member of the tribe is coming: Meet The Shy Kiwi ‘Chickolo’ What do you get when you cross a Shy Kiwi chick with a piccolo? A Chickolo. Independent Beverage Partners (IBP) is proud to announce
Queensland, where Southern Flavours resonated with consumers seeking greater variety while maintaining the quality and heritage of the Jack Daniel’s trademark. Available in Southern Lemonade and Southern Peach, the range offers a lighter, fruit-forward take on Jack Daniel’s, expanding beyond traditional cola serves to meet growing
the launch of The Shy Kiwi Sauvignon Blanc Piccolo (187ml),
demand for flavour-led, easy-drinking premix options.
arriving exclusively in IBA retailers from September 2026.
Designed to drive recruitment into NAW premix, Southern
Known for its easy-going personality and crowd-pleasing
Flavours broadens whiskey drinking occasions with a refreshing
Marlborough Sauvignon Blanc, The Shy Kiwi is welcoming the
alternative suited to casual social occasions, warmer weather
smallest member of the tribe with a format created for life’s
and daytime consumption. At a sessionable 4.8 per cent ABV,
little moments. Whether it’s a beachside sunset, a picnic
both variants deliver a lighter whiskey profile with a clean
in the park, an outdoor concert or a midweek moment of
finish. Southern Lemonade offers a crisp citrus character, while
me-time, the new Piccolo offers a convenient single-serve
Southern Peach features a smooth, juicy peach flavour.
option without compromising on quality or flavour. The launch reflects growing consumer demand for smaller formats that offer moderation, convenience and versatility,
Maddy Stockwell, Head of Jack Daniel’s Australia, said the range represents an important step in expanding the Jack Daniel’s premix portfolio.
while still delivering the refreshing citrus and tropical fruit
“Consumers are increasingly looking for flavour variety without
character that has made The Shy Kiwi a favourite among
compromising on quality. Southern Flavours allows us to bring new
Australian wine drinkers.
drinkers into the category while giving existing Jack Daniel’s fans
“The Shy Kiwi has always been about making wine
another way to enjoy the brand across more occasions,” she said.
approachable and enjoyable,” said Amanda Matral, Brand
Innovation continues to drive growth in light ready-to-drink
and Portfolio Manager at IBP. “With the arrival of our newest
(RTD), with ~37 per cent of category sales over the past two years
and smallest tribe member, we’re giving consumers more
coming from new product development (NPD). Southern Flavours
ways to enjoy their favourite Sauvignon Blanc, wherever the
complements the existing Jack Daniel’s portfolio by offering a
occasion takes them.”
differentiated, non-cola proposition, giving retailers a flavour-led
Cute, compact and unmistakably Shy Kiwi, the new ‘Chickolo’ lands exclusively in participating IBA retailers nationwide from September 2026. Distributor: Independent Beverage Partners
proposition that expands whiskey RTD into lighter occasions. Jack Daniel’s Southern Lemonade and Southern Peach are available now at all good liquor stores and retailers nationwide at RRP $27 per four-pack. Distributor: Brown-Forman Australia August-September 2026 | 29
Marketplace
The Macallan concludes Harmony Collection The Macallan has unveiled the sixth and final release in its Harmony Collection, introducing two limited-edition single malt Scotch whiskies. The concluding release comprises Inspired by Fresh Coconut and Inspired by Toasted Coconut, both crafted by The Macallan’s Whisky Mastery team through precise cask selection and maturation. The whiskies are matured in a combination of sherry-seasoned American oak casks and ex-bourbon casks, with the natural properties of American oak enhancing the coconut character. Master Whisky Maker Kirsteen Campbell said: “With this concluding release in The Harmony Collection, we have carefully guided coconut notes to the forefront of the whisky through precise cask selection and maturation. The result is two beautifully balanced expressions that showcase both the natural influence of oak and the skill of our Whisky Mastery team.”
ThunderDonk is shaking up Australia Flavoured whisky is exploding across the
Inspired by Fresh Coconut will be available in selected Australian liquor stores from October with an RRP of AUD$295.
globe, attracting new consumers and delivering fresh opportunities across
Distributor: Spirits Platform
the industry. Leading that charge is Chessie Keebaugh, GM, Tropa Tequila
ThunderDonk, a bold brand built for flavour,
Tropa Tequila makes Australian homecoming
energy, and growth.
Tropa Tequila has officially launched in
ThunderDonk commands attention and
Australia, introducing its contemporary Reposado expression to local drinkers through an exclusive debut with Barrel & Batch. Founded by Australians Paul Solomon, Joost Poulus and Nick Heine, the Los Angeles-based brand combines traditional tequila-making with contemporary design and creativity. Created in partnership with Melbourne-born creative Chessie Keebaugh, Tropa Reposado delivers notes of roasted agave, vanilla and warm cinnamon, presented in the brand’s distinctive white mushroom-shaped bottle. “I always knew Tropa would find its way home,” says Keebaugh. “Australians have one of the most sophisticated palates in the world and zero tolerance for anything that feels forced or gimmicky. Tropa was built for exactly that crowd: people who want something that looks incredible on the table, tastes even better in the glass, and has a genuine story behind it.” Distilled in small batches in Jalisco, the tequila incorporates mushrooms for added depth and complexity. Later this year, Tropa will expand the range with a limited-edition Añejo, with just 300 individually numbered bottles produced. Distributor: Contact Tropa directly on joel@tropatequila.com
30 | National Liquor News
With a name you can’t forget and packaging that jumps off the shelf, connects instantly with modern drinkers who want attitude, authenticity, and a brand that matches their lifestyle. The range includes two crowd-pleasing expressions, including Salted Caramel, a smooth, rich caramel layered with a hint of sea salt and soft vanilla. It is indulgent and dangerously drinkable. The second is Spiced Maple, a bold fusion of maple sweetness, warming spice, and toasted oak. It’s full-flavoured and unapologetically bold. The world is taking notice with ThunderDonk Salted Caramel having just claimed Gold at the World Drink Awards, proof that bold flavour and genuine quality aren’t mutually exclusive. With strong trial rates, growing brand awareness, and repeat purchase following fast, ThunderDonk is the modern flavour-first whisky Australians didn’t know they were waiting for. Distributor: Scapegrace Distilling Co.
Marketplace
Australian Vintage to distribute FELLR nationally
Fesq & Company secures two new distribution deals
FELLR has announced a national distribution partnership with Australian
Fesq & Company has expanded its premium
Vintage, marking the next phase of growth for the independent RTD brand.
drinks portfolio after securing exclusive
Effective 1 August 2026, Australian Vintage will manage national sales across
Australian distribution agreements with
all states and territories, expanding FELLR’s reach while strengthening its own
Australian mixer brand Sodasmith and Mexican
beverage portfolio.
spirits producer Motel Mezcal.
Since launching in 2020, FELLR has built a strong following through its
Sodasmith has appointed the sixth-
flavour-led RTD range, earning a reputation as one of Australia’s most awarded
generation family-owned distributor to
independent RTD brands. Australian Vintage will take FELLR’s existing light RTDs to
represent its portfolio across New South
market while supporting its expansion into vodka-based RTDs and bottled spirits.
Wales, Victoria and Queensland, expanding
Australian Vintage Chief Commercial Officer Aaron Lohrey said the partnership combines FELLR’s consumer appeal with Australian Vintage’s sales capabilities. FELLR Co-Founders and Directors Will Morgan and Andy Skora said the
its presence in on-premise venues and independent liquor retailers. Sodasmith Founder and Chief Craftswoman
agreement would strengthen the brand’s off-premise presence and make it
Monica Callinan said: “From our earliest
more accessible to consumers nationwide.
conversations, it was clear that Fesq &
Australian Vintage CEO Tom Dusseldorp said the company looked forward
Company understood not only our products,
to delivering “curated and consumer backed brands” to retailers.
but the motivation behind creating Sodasmith
Distributor: Australian Vintage
and our vision for the future of the brand. As a founder-led business, finding a partner that
Corona cuts bottle size and price
shares our long-term approach to building premium brands was essential... Fesq’s expertise
Corona has reduced its bottle size and recommended retail
and strong industry relationships make them the
price (RRP) from mid-July 2026, aligning with changing consumer
ideal partner as we continue to grow.”
preferences in the international beer category. The brand will transition from its traditional 355ml bottles to a 330ml format in Australia. The price reduction will ensure consumers pay no more per 100ml than they do under the current format. Corona Marketing Manager Marc Slater said: “Corona
Fesq & Co has also been appointed exclusive Australian importer and distributor for Oaxaca-based Motel Mezcal. Motel Mezcal producer Daniel López said: “This mezcal carries the soul of my family. To hand it to a family like the Fesq, who have
remains the same crisp, refreshing beer Australians love.
protected their own craft for six generations,
The size of Corona bottles in Australia is changing,
feels like passing it into safe hands.”
largely in response to changing trends, which are seeing
Harriet Fesq, Managing Director of Fesq &
Australian beer drinkers increasingly mindful of their alcohol
Company, added: “We’re proud to be bringing
consumption and cost of living concerns.
it to Australia.”
“While the size of Corona bottles is being reduced by about seven per cent, the RRP of a case will come down by at least the same amount. The liquid will remain unchanged. “People are looking for brands that offer value, choice and formats that suit different occasions. The move to 330ml bottles, supported by lower recommended pricing, is part of that. It brings Corona into line with a widely recognised international beer format.” The reduced bottle size will lower the standard drinks per bottle from 1.3 to 1.2, while the beer itself remains unchanged. Distributor: Asahi Beverages
32 | National Liquor News
Distributor: Fesq & Company
A T I L CAL SCATA O M A Ñ PI
D N A E WIN LATE O C O H C OLATE C O H C VELVET CIENNA
SPLASH E L P P A E TO PIN MOSCA
NEW ANYTHING BUT DRY For trade enquiries please contact your Brown Family Wine Group representative by visiting brownfamilywinegroup.com.au
Marketplace
Oatley Fine Wine to distribute Casella’s premium wines Casella Family Brands (CFB) has appointed Oatley Fine Wine Merchants as its Australian distribution partner for its premium wine portfolio, effective 1 July 2026. The agreement will see Oatley Fine Wine Merchants distribute Peter Lehmann Wines, Morris of Rutherglen and Brand’s Laira, bringing together three heritage Australian wine brands with one of the country’s leading family-owned premium wine distributors. John Casella, Managing Director of Casella Family Brands, said: “Partnering with Oatley Fine Wine Merchants marks an exciting new chapter for Peter Lehmann, Morris and Brand’s Laira. Their deep relationships in on-premise and independent retail, combined with their commitment to family-owned producers, make them a natural fit for these iconic Australian brands. “On-premise and independent wine stores are vital environments for premium wine, as they’re where consumers discover, experience and engage with brands. Strengthening our
welcome these respected brands to our portfolio. Their heritage and quality align
Young & Rashleigh to distribute Campbells Wines
strongly with our philosophy, and we look forward to accelerating their growth with our
Campbells Wines has appointed
customers across Australia.”
Young & Rashleigh Wine
presence in these channels is a key driver of long-term brand growth.” Sandy Oatley, Owner of Oatley Fine Wine Merchants, added: “We’re proud to
The move will also allow CFB to focus internal resources on driving off-premise
Merchants as its distribution
growth and its core global brands, including [yellow tail].
partner for New South Wales
Distributor: Oatley Fine Wine Merchants
and the ACT, effective 1 July, as part of its evolving distribution strategy and continued focus on the on-premise and independent trade. Managing Director Jane Campbell said: “The independent sector is critically important to the Australian wine industry, and it is vital as wine producers to provide the best possible support and service to these customers.” She continued: “Young & Rashleigh have demonstrated a history of providing superior service
BuzzBallz roll into Australia
to independents, against an incredibly competitive landscape.
BuzzBallz, the top-selling ready-to-drink brand in the US and
We are very excited to join forces
UK, has officially launched in Australia, with its first products
with such a reputable partner.”
now available through national wholesalers.
Young & Rashleigh will
The initial range includes BuzzBallz BIGGIES Berry
represent Campbells across
Cherry Limeade – the brand’s best-selling flavour globally
independent retail, on-premise
– alongside the limited-edition BuzzBallz BIGGIES
and wholesale channels in
Goaaaaaal-Melon. Each 1.5L BIGGIES pack contains eight
NSW and the ACT. Director Mal
serves and is bottled at 15 per cent ABV, designed for
Williams said the partnership
sharing on group occasions.
was “a wonderful opportunity” to
Sazerac says it will monitor Australian consumer demand
work with one of Australia’s most
before expanding the local range, with future product
respected wine producers.
launches to be guided by market preferences.
Distributor: Young & Rashleigh
Distributor: Sazerac and national wholesalers
Wine Merchants
34 | National Liquor News
Marketplace
Spirits Platform takes on Shanky’s Whip Spirits Platform has been appointed the exclusive Australian distributor for Irish whiskey liqueur Shanky’s Whip, taking over distribution from Amber Beverage Australia. Effective from 13 July 2026, the agreement sees Spirits Platform assume responsibility for the brand across Australia’s on-premise, retail and independent channels. Created by independent spirits company Biggar & Leith, Shanky’s Whip blends Irish spirits and aged pot still whiskey with natural vanilla and caramel, offering a smooth, sweet flavour profile designed to appeal to whiskey drinkers seeking a more approachable style. The brand is now available in more than 80 countries. Spirits Platform CEO Ian Atherton said the addition strengthened the distributor’s portfolio across both whiskey and liqueurs. “Shanky’s Whip is a genuinely original brand, and those are rare. It has a distinctive liquid, a story with real personality and a serve that any venue can execute perfectly on a busy Saturday night,” he said. “It strengthens both our whiskey and liqueur credentials, while bringing a younger, more social consumer into both categories. Elwyn and the Biggar & Leith team have built brands of this kind before, and we’re proud they have chosen Spirits Platform to build Shanky’s Whip in Australia.” Shanky’s Whip is available nationally in 700mL and 50mL formats. Distributor: Spirits Platform
Jim Beam launches new Bar Serve RTD Jim Beam has expanded its ready-to-drink portfolio with the launch of Jim Beam Bar Serve, a new 250ml format inspired by the classic bourbon and cola serve. Available in a slimline can, Jim Beam Bar Serve combines Jim Beam bourbon with cola notes in a higher-strength format, canned at 10 per cent ABV. The launch adds a new option to the brand’s RTD range and is designed to offer consumers greater flexibility across a range of drinking occasions. Johnny Morgan, Senior Marketing Director at Suntory
Topper’s Mountain unveils bold new identity Pioneering New England winery Topper’s Mountain has unveiled a comprehensive brand refresh, introducing three new portfolio tiers – Seeker, Finder and Keeper – alongside the release of Topper’s Mountain Keeper Tempranillo Blanco 2023, the first Australian wine made from the alternative variety. The redesign reflects the winery’s focus on rare and emerging grape varieties, with owner and vigneron Mark Kirkby continuing the philosophy established when the first vines were planted in 2000. “Since day one, I’ve experimented with alternative wine varieties that best suit the high altitude, cool climate and rich, red volcanic ash soils. It’s been a long search, but one that’s shown the importance of variety selection and site to wine quality,” Kirkby said. “The new look brings to life the pioneering spirit of the New England region and Topper’s Mountain… We’re excited to share the new look and our range of wines with guests who visit our cellar door and as we roll it out to the trade.” Distributor: Apostrophe Wines (Sydney), ViscoVino (NSW North Coast (Central Coast up to Byron), and looking to expand distribution into Brisbane and Melbourne 36 | National Liquor News
Global Spirits, said the new product builds on Jim Beam’s longstanding association with social occasions. “Jim Beam has always been part of bringing people together,” said Morgan. “Bar Serve builds on that heritage, bringing the taste of a classic bourbon and cola serve to a new format and giving consumers another way to enjoy Jim Beam with friends and family.” Jim Beam Bar Serve is available now nationally through major retailers including Coles Group, Liquorland and selected independent liquor stores. The product is sold in a four-pack of 250ml cans with a recommended retail price of $35. Distributor: Suntory Oceania
THE SHY KIWI N E W
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Meet The Shy Kiwi Chickolo – the littlest member of The Shy Kiwi tribe. Big bottles are for big moments. The Chickolo is for everything else.
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Marketplace
McWilliam’s launches contemporary TERRA range McWilliam’s has introduced TERRA, a new table wine collection designed to meet growing demand for relaxed, everyday wine occasions. Available nationally, the range includes Sauvignon Blanc, Chardonnay, Pinot Noir and Shiraz, with each wine crafted to complement casual dining, shared meals and at-home entertaining. The collection combines McWilliam’s six generations of winemaking expertise with a contemporary approach aimed at a new generation of wine drinkers. Scott McWilliam, sixth-generation family member and Fine Wine Educator, said: “TERRA reflects how Australians are enjoying wine today – fresh, generous and made to be shared. With this range, we’re proud to bring McWilliam’s heritage to a new generation of wine drinkers in a way that feels more contemporary and relaxed. “TERRA is all about taking the formality out of wine and bringing it back to everyday life.” The range is presented in distinctive packaging featuring a pewter thumbprint detail, symbolising the family’s winemaking heritage and craftsmanship. TERRA is available now from major and independent retailers nationally at an RRP of $19. Distributor: House of Fine Wine
Iconic Beverages secures TANICA distribution TANICA, Australia’s first aperitif made with native botanicals, has announced a national distribution partnership with Iconic Beverages, effective 1 July 2026. The agreement marks a significant milestone for the brand as it transitions from founder-led sales into a fully supported national commercial footprint. The partnership comes as demand for aperitivo-style drinks and lower-ABV cocktail occasions continues to grow,
Saint Wine acquires Cru Wines portfolio
with the aperitif category increasing by
Saint Wine has acquired Cru Wines under parent
more than 24 per cent between 2021
company Angel Share Beverage Solutions Pty
and 2025, according to IWSR.
Ltd, bringing together two Australian fine wine
Launched in 2024, TANICA has
businesses from 1 July 2026.
built a strong on-premise presence
Under the agreement, Cru Wines will
through founder-led distribution and
continue to operate under its existing
is currently stocked in more than 150
brand identity while benefiting from
bars, restaurants and bottle shops
shared operational resources and national
nationwide. The brand is also ranged
infrastructure. Both businesses will maintain
through Paramount Liquor and selected
their distinct portfolios and market positioning. The partnership combines a broad portfolio
Peter Hasko (Cru Wines) and Adam Partington (Saint Wine)
Dan Murphy’s stores across Sydney. “Partnering with Iconic Beverages
of producers from Australia, New Zealand, the United States and Europe, including
feels like the right next chapter for
Hirsch Vineyards, Domaine de la Côte, Bogle Family Vineyards, Williams Selyem, Kistler,
TANICA. I’ve spent the past two years
Greywacke, Kusuda, Novum and Oraterra.
building this brand from the ground
Saint Wine Founder and CEO Adam Partington said the acquisition was a natural fit.
up, walking into bars, getting TANICA
“We have loved and respected the Cru Wines portfolio and team for many years,” he said.
on menus one by one. To have that
“We feel our businesses complement each other exceptionally well, are aligned in our
foundation and now bring in a partner
love of wine, and share the common goal of continually connecting trade and consumers
like Dean and the Iconic team, who
with the best wines from around the world.”
genuinely understand the on-premise
Cru Wines Founder Peter Hasko said the partnership would create benefits for
and share our ambition for where this
customers and suppliers through broader choice, increased market exposure and
category is going, is incredibly exciting.
operational efficiencies.
This is how we take TANICA from cult
There will be no staffing changes as a result of the transaction. Cru Wines General
favourite to a nationally recognised
Manager Toby Parker will remain in his leadership role, while Hasko will join the Angel
name,” said Adriane McDermott,
Share Beverage Solutions board.
Founder & CEO, TANICA.
Distributor: Saint Wine and Cru Wines (Angel Share Beverage Solutions)
Distributor: Iconic Beverages
38 | National Liquor News
Hosted by Bars&Cocktails
SPIRITS & DISTILLING
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Marketplace
First Ridge appoints Clarity Cru as distribution partner Mudgee producer First Ridge Wines has appointed Clarity Cru Wine Merchants as its NSW and ACT distributor, with the partnership commencing July 2026. Established in 1998, First Ridge specialises in estate-grown Italian varietals from the NSW Central Ranges, including Barbera, Sangiovese, Montepulciano, Fiano, Vermentino, Pinot Grigio, Sangiovese Rosé and Prosecco. The winery was recently recognised in The Real Review’s 2026 Top Wineries Australia list. Owner and Vigneron John Nicholas said: “We have built something genuinely distinctive at First Ridge. Italian varieties, grown on our own estate, in one of Australia’s historic wine regions. The time is right to share that more broadly, and Clarity Cru’s commitment to producer relationships and trade service made them the
Introducing Sheep Dog Peanut Butter Jelly Whiskey Sheep Dog has expanded its flavoured whiskey range with the launch of Peanut Butter Jelly Whiskey, building on the success of its original Peanut Butter Whiskey. The new release blends smooth whiskey with rich peanut butter and sweet strawberry notes, combining the caramel warmth of the original with a nostalgic jam-inspired flavour profile. The launch taps into growing consumer demand for comfort-led flavours reinvented for modern drinking occasions, with peanut butter and jelly emerging as a popular pairing in dessert-style spirits and cocktails. Designed for versatility, the whiskey can be enjoyed neat, over ice or as a chilled shot, making it suitable for both onpremise and at-home occasions. Since launching in 2021, Sheep Dog Peanut Butter Whiskey has become the second-largest flavoured whiskey brand in Australia, according to Circana data for March 2026. The new Peanut Butter Jelly Whiskey is rolling out nationally in 700mL and 50mL formats, with a recommended retail price of $62 for the 700mL bottle. Distributor: Sazerac 40 | National Liquor News
right partner for us.” Clarity Cru Owner and Director Daniel Radford added: “First Ridge is exactly the kind of producer we enjoy representing. Estate-grown Italian varieties from Mudgee, with genuine quality credentials and a compelling story. These are wines the trade and their customers will engage with. We are delighted to partner with the First Ridge team.” Distributor: Clarity Cru Wine Merchants (NSW & ACT)
23rd Street enters limoncello category South Australian producer 23rd Street Distillery has expanded into the growing limoncello category with the launch of 23rd Street Limoncello (700mL) and Limoncello Fizz RTD, available through independent bottle shops nationally. Made with Eureka lemons sourced from South Australia’s Riverland, the Australianmade range combines traditional limoncello production techniques with local provenance, targeting growing demand for citrus-forward serves and spritz occasions. Brand Manager Julia Foley said: “Limoncello is one of those categories that combines heritage, flavour and occasion in a really compelling way. “We’re seeing Australians embrace spritz culture more than ever, but there is still significant room for growth in the local limoncello category. We wanted to create a range that feels authentic while showcasing the incredible citrus coming out of South Australia’s Riverland.” The launch includes a 23 per cent ABV limoncello and a five per cent ABV sparkling RTD. Distributor: Vok Beverages
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Retail Drinks Australia
Retail Drinks commences next major research project Online alcohol sale and delivery in Australia (tranche 2) Retail Drinks launches updated research to provide fresh evidence on Australia’s evolving online alcohol sales and delivery market.
Michael Waters Chief Executive Officer Retail Drinks Australia
Three years ago, Retail Drinks Australia
households on their online alcohol purchase
partnered with Frontier Economics to
and consumption habits, reviewing who was
To support this work, Retail Drinks will
produce the first comprehensive analysis
ordering, how much they were ordering, and
again partner with Frontier Economics to
of online alcohol sales and delivery
when they consumed what they ordered.
update the inaugural quantitative research
base has never been more important.
in Australia. Drawing on robust data
Interestingly, this study found that
report using current 2026-27 data. The
and insights, including over 10 million
express alcohol delivery customers typically
new study will examine how the sector has
transactions in 2022-23 from around 70 per
ordered small quantities (i.e. fewer than five
evolved over the past four years, identify
cent of the market, the report became the
items). Further, only 31 per cent started
emerging trends, and provide fresh insights
first, and remains the only, industry-wide
consuming within two to three hours of
into the current operating environment.
quantitative study of consumer behaviour
delivery, just 11 per cent finished what
As with the original report, participating
in the online alcohol sector.
was delivered by the end of the event or
businesses will provide data directly
The findings challenged many of the
gathering, and 91 per cent said that if express
to Frontier Economics under strict
assumptions about the online sale and
alcohol delivery services were not available,
confidentiality arrangements. Individual
delivery of alcohol. Contrary to common
they would simply access by other means.
business information will remain protected
perceptions, the report found that most
This data and insights have been
through non-disclosure agreements, with all
(65 per cent) online alcohol sales were not
an important resource for industry,
reporting based on aggregated industry data.
purchased for same day delivery, while only
governments, regulators and policymakers.
The success of the original report
a small proportion (22 per cent) of same
It’s been referenced extensively in consultation
demonstrated the value of an evidence-
day deliveries were within two hours, and
processes, parliamentary inquiries and policy
based approach to policy development. By
less than eight per cent delivered within 30
discussions across Australia, helping ensure
participating in the updated study, online
minutes (i.e. express delivery). It also found
political debate around online alcohol sale
liquor retailers and delivery partners have
that customers utilising online alcohol sale
and delivery is informed by objective
an opportunity to help ensure future policy
and delivery services were predominantly
evidence rather than perception.
discussions are informed by accurate,
aged 35 years and over, with younger adults
However, the online retail environment
comprehensive and representative industry
accounting for only a small proportion of
continues to evolve. Consumer purchasing
data, strengthening the voice of the sector
online sales.
patterns have changed since the pandemic,
for years to come.
Then, last year, Retail Drinks
technology has advanced, and governments
If you’re a liquor retailer that offers online
commissioned Circana to undertake
in several jurisdictions are considering
sale and delivery and would like to know
a complementary piece of qualitative
reforms affecting online alcohol sales and
more about, or participate in this study, we’d
research, surveying over 1,600 Australian
delivery. Maintaining an up-to-date evidence
like to hear from you.
42 | National Liquor News
■
DrinkWise
DrinkWise reinforces moderation and respect throughout State of Origin DrinkWise’s State of Origin campaign encourages fans to celebrate responsibly through moderation, respect and industry collaboration.
Simon Strahan Chief Executive Officer DrinkWise
State of Origin is built on atmosphere. The rivalry, the excitement and the moments people talk about for years afterwards are what make the series one of Australia’s great sporting occasions. The best games are the ones remembered for the right reasons – sporting moments and shared memories. This is why DrinkWise continued its Always respect, always DrinkWise initiative across the 2026 State of Origin series, reminding fans who choose to drink to do so in moderation, look after their mates and show respect to family, friends and everyone around them. Respect is central to this campaign. The message is not only about moderating alcohol consumption but about reinforcing expectations around behaviours so that everyone can enjoy the occasion, whether they are watching at home, in a venue or in the stadium. That is also why support services are a key part of the campaign, including 1800RESPECT, the Men’s Referral Service and 13YARN. Making these pathways visible helps ensure people know where to turn if they or someone close to them needs support. For Game 1 in New South Wales, DrinkWise partnered with the New South Wales Government, NSW Police and former NSW
Accord, helped amplify the campaign in the environments where
Blues player Michael Ennis to encourage fans to enjoy the rivalry
fans were purchasing drinks and gathering with friends to watch
while keeping moderation and respect front of mind. For Game
the games.
2, reminder messages were reinforced well in advance of kick-
For pubs, clubs, bottle shops and venue operators, Always respect,
off, given the large audience watching the action in Melbourne
always DrinkWise provides simple and practical messaging that can
via broadcast.
be displayed across digital screens, posters, point-of-sale areas, venue
As the series moved to the decider in Brisbane, DrinkWise
communications and social channels. These reminders encourage
continued the message with the endorsement of the Queensland
positive fan behaviour and reinforce that respect is part of creating
Government, Queensland Rugby League and former State of Origin
a safe and enjoyable environment for everyone.
player and Queensland Rugby League Chief Executive Officer Ben
The 2026 State of Origin activity builds on DrinkWise’s broader
Ikin. Ben was front and centre in talking about the importance of fans
work to embed moderation and respect messages across major
celebrating Origin in the right spirit and looking after one another.
sporting and community events, including Gather Round, AFL
Across the series, the campaign was supported through practical
and NRL finals.
fan touchpoints, including big screen messaging and announcements
This shared messaging is central to DrinkWise’s whole-of-
at Accor Stadium and Suncorp Stadium, as well as moderation,
community approach. When governments, police, sporting codes,
respect and support service reminders in liquor retail outlets, hotels,
venues, retailers, support services and industry partners reinforce
clubs and licensed venues.
the same message, it helps set clear expectations around respect and
Industry support was critical to extending the message beyond the
moderation before, during and after major events.
stadiums. Coles Liquor, Endeavour Group, Retail Drinks Australia,
Anyone wanting to be involved and display DrinkWise materials
ClubsNSW, Clubs Queensland, the Queensland Hotels Association
or support future moderation and respect campaigns can contact
and Liquor Accord networks, including the Flemington Liquor
info@drinkwise.org.au.
■
August-September 2026 | 43
New Zealand Winegrowers
International Pinot Noir Day A celebration of New Zealand’s most exported red wine International Pinot Noir Day celebrates New Zealand’s remarkable journey to becoming a world-leading producer of Pinot Noir.
Catherine Wansink Australia Market Consultant New Zealand Winegrowers
Wind the clock back 20 years and Pinot Noir was barely known,
are several boutique, sought-after producers offering some of the
let alone grown, in New Zealand. But today there are plenty of
country’s best Pinot Noir with texture and depth. The region’s
reasons to celebrate the variety, and on 18 August, we did just that.
flagship red is richly flavoured and warm, with darker fruit aromas,
Falling in the middle of the New Zealand winter, once again, International Pinot Noir Day has been the perfect time to honour a variety that enjoys a heartwarming history in New Zealand.
often with a savoury component. Still considered the new kid on the block due to its rapid rise to fame, New Zealand Pinot Noir is now the country’s top red
Each year, International Pinot Noir Day is marked throughout
wine variety and the second-most exported wine after Sauvignon
New Zealand by producers and the many enthusiasts who’ve helped
Blanc. Impressive growth in export sales over the past five years
give the old Burgundy variety a new lease of life, and they have every
means more than 1.5 million cases of New Zealand Pinot Noir are
reason to celebrate. The New Zealand Pinot Noir success story is one
exported annually.
that may never have eventuated if not for a twist of fate. Although first planted in the Wairarapa region of New Zealand’s North Island back in 1883, it wasn’t until the late 1980s that the popularity of the Pinot Noir variety started to bloom. The accolades at local wine shows began to roll in and by the 1990s, things had started to heat up internationally. Gold medals were won in Australia, then London, and murmurings of a potential new Pinot powerhouse began travelling around the globe. Since then, the rest of the world has woken up to the fact that New Zealand Pinot Noir is something else. It’s fruity, softer and more expressive than wine produced in the grape’s native home of Burgundy, and thanks to the huge diversity in climates and soils throughout New Zealand’s Pinot Noir regions, there’s also a wide range of styles. Pinot Noir is predominantly grown in New Zealand’s cooler
■
New Zealand Pinot Noir at a glance Pinot Noir is New Zealand’s leading red wine export and second-largest wine export variety overall. Key Statistics: • 5,642 hectares planted in Pinot Noir across New Zealand. • Pinot Noir is New Zealand’s leading red wine export. • Second-largest export variety overall, behind Sauvignon Blanc. • ustralia is the biggest export market for New Zealand Pinot Noir. • New Zealand wine is exported to more than 100 countries worldwide. • New Zealand wine exports were worth NZ$2.10 billion in 2025.
southerly wine regions including Central Otago, North Canterbury,
• Around 90 per cent of New Zealand wine is exported.
Marlborough and Nelson in the South Island. Wairarapa is the main
• Marlborough is New Zealand’s largest Pinot Noir-producing
North Island region, with a climate best suited to the notoriously
region, with approximately 2,663 hectares planted.
fickle grape and now, 100 years on from the first planting, there 44 | National Liquor News
Wine Australia
A changing of the guard? Australia’s smallest wine vintage in over 25 years reflects shifting consumer demand and seasonal pressures.
Sandy Hadthaway Senior Analyst Wine Australia
Image credit: istock.com/timnewman
The 2026 wine vintage in Australia was the smallest for over 25
This change has been reflected in the 2026 Australian vintage
years (since 2000). The crush was just under 1.3 million tonnes –
figures. The crush of red winegrapes was down 29 per cent year-on-
the equivalent of around 100 million nine litre cases – but it was 23
year, accounting for 80 per cent of the overall decline. Conversely,
million cases smaller than the 2025 vintage and 30 million cases
the crush of white grapes declined by a more modest nine per cent.
below the 10-year average.
This resulted in a big jump in white’s share of the total crush – up six
The reduction reflects both seasonal conditions – which were
percentage points to 53 per cent – only the second time in the past
challenging across many of Australia’s diverse wine-growing regions
12 years that whites have accounted for the majority of the crush.
– and a response to market conditions, which have been even more
The biggest decline was in Shiraz – down a massive 35 per cent
challenging. A long-term global decline in wine consumption has
(more than one-third) to lose top spot to Chardonnay, which did
seen sales of wine decrease by an estimated 500 million cases in the
not decline compared with 2025. Shiraz’s share of the national crush
past 10 years.
was reduced to 19 per cent – the first time in 15 years that it has
One of the most striking things about the change in consumption
dropped below 20 per cent of the Australian crush.
has been its concentration on still red wine. Since 2017, red wine
Pinot Gris/Grigio overtook Merlot in 2025, and this year consolidated
has declined globally at twice the rate of white wine and is now
its position in the top five, widening the gap over its red rival. Merlot may
400 million cases lower than it was in that year.
also fall below Pinot Noir in coming years, which would make Pinot Noir
Chart 1: Global wine consumption by wine style over time
the third-largest red variety in Australia for the first time ever (noting that not all Pinot Noir is used to make still red wine).
Chart 2: Top 10 winegrape varieties crushed in Australia in 2025 and 2026
Source: Wine Australia analysis of IWSR data
August-September 2026 | 45
Pour meets plate:
The case for food pairing in-store Retailers can turn Australia’s booming food festival culture into simple in-store experiences that drive sales and loyalty.
Daniel Cormack General Manager Extravert Strikeforce
Australians love their food and wine experiences with the country’s
their way for a well-curated pairing experience; the same logic applies
festival calendar revealing more than 80 food and wine festivals were
to driving shoppers past their nearest bottle shop and into yours.
held across Australia between November 2025 and May 2026, from intimate regional tastings to major city-wide events.
Australia’s food and beverage market is forecast to keep growing at a steady clip through the next decade and premium, story-driven
Western Australia’s Pair’d Margaret River festival sold out more
products are consistently called out as where the value sits. A pairing
than 30 events in 2025, engaging over 150 local businesses, with
tasting such as cheese with a boutique red, chocolate with an aged
around 98 per cent of attendees travelling in from outside the region.
spirit, charcuterie with a craft beer flight gives retailers a natural,
South Australia’s Tasting Australia festival has expanded to more
low-cost way to justify a higher price point and turn a single bottle
than 150 events across all 12 of the state’s tourism regions. The
sale into a broader basket sale.
appetite for pairing food and drink is scaling up, and retailers have an
Keep it simple as pairing tastings don’t need a chef. A local deli
opportunity to bring a slice of that energy into their own four walls.
or butcher partnership, a pre-cut cheese board, or even a bowl of
Australian food trend data shows real momentum behind a
matching snacks next to a tasting table is enough to signal that a
handful of specific items such as matcha, up 53 per cent year-on-
product has been thought about, not just shelved. For time-poor
year and has broken into mainstream menus, while tacos are up
Australian shoppers who are already showing up to festivals in the
33 per cent and yoghurt-based items up 37 per cent, alongside a
tens of thousands for exactly this kind of experience, an in-store
broader 55 per cent jump in demand for convenient, grab-and-go
version doesn’t need to be elaborate, it just needs to exist.
eating occasions. Although these are not liquor-specific, they are
There’s a structural opportunity here that’s easy to overlook in that
potential pairing ideas that will feel current rather than generic.
most of Australia’s major liquor retail banners already sit inside grocery
Imagine a taco-and-agave-spirit station, a matcha highball demo, or
businesses. Many trade right alongside a supermarket. That existing
a quick grazing board next to an RTD sampling fridge that respects
overlap between the fresh food aisle and the bottle shop is a ready-made
the time-poor, convenience-first shopper.
pairing partner such as a Coles deli platter and a Liquorland red, a
A single Saturday afternoon with a local producer, a simple pairing
BWS-Woolworths cheese board bundle, or an IGA Liquor tasting that
board and three small pours can replicate what festivals like Tasting
borrows produce from the supermarket two doors down. Retailers in
Australia and Pair’d do at scale and give people a reason to travel
these networks don’t need a new supplier relationship to build a pairing
further and stay longer than a standard in and out shop. The data on
tasting because the food is often already sitting in the same shopping
those events shows the majority of attendees are willing to go out of
centre, or the same store.
46 | National Liquor News
■
Image credit: istock.com/urbazon
Strikeforce
Join us in Adelaide Book tickets now for the
2026 ROYAL ADELAIDE WINE AWARDS LUNCH A ticket to the lunch also gives you free access to the ‘Royal Adelaide Wine Awards VIP and Sponsor Showcase Tasting’ for an hour beforehand. Discover over 2,000 wine entries at the tasting and then enjoy a selection of the top 2026 Trophy and Gold Medal winning wines with a delicious 3-course meal made from the finest SA produce at the lunch.
WHEN
Friday 9th October 2026 Tasting 11.30am Lunch 12.30pm
WHERE
Ridley Centre, Adelaide Showground
TICKETS
$220 (WCA Member) $250 (Non-Member) Full table $2150 (table of 10)
SCAN TO BOOK
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.
As Senior Brand Manager
Cassie O’Neill brings
Spirits Platform
Nicole Kendall, a
CBCo Brewing is thrilled
at Casella, Lauren Jones
global team leadership
welcomes Daniel Tangey,
category, insights and
to have the extensive
is developing strategic
experience to her new
a seasoned drinks
merchandising expert,
drinks experience and
marketing plans and
role as National Field
professional with strong
joins the Proximo Spirits
commercial capability
initiatives domestically
Sales Manager with
leadership capability, as
NSW team as Senior
Steve Kelaher brings as
for [yellow tail].
Proof Drinks.
State Manager VIC/TAS.
Category Manager.
General Manager.
Seva Pushkin, with over
Proximo Spirits
Cellarhand is loving
Commercially minded,
Miles Brechelt has found
20 years of category
welcomes Bailey Wall-
the organisational skills
premium wine marketer
his passion, transitioning
experience, has hit
Bardelmeyer to the team
and steady hand Lucia
Sam Evans joins
from real estate into the
the ground running as
as ASM Melbourne,
Cursio brings as Admin
Jackson Family Wines as
drinks industry as ASM
Category Manager with
bringing a strong
and Customer Service
Marketing Manager in
Sunshine Coast with
Casella Family Brands.
hospitality background.
Coordinator VIC.
Adelaide.
Proximo Spirits.
Check out our new website
48 | National Liquor News
For more information www.brightside.careers
Visit us on LinkedIn
WINE TASTING BENCH Explore the latest consumer and retail trends, plus the results of our blind tasting of more than 150 Shiraz wines.
150+ WINES TASTED!
Angove’s McLaren Vale Cellar Door
Wine Tasting Bench
Shiraz finds a new
balance
Consumer tastes are evolving, but Shiraz remains Australia’s powerhouse red. Deb Jackson explores what’s changing, what’s selling, and how retailers can maximise sales by embracing regional diversity, premiumisation and smarter merchandising. Anna DiGiorgio and Bryan Tonkin
Shiraz has long been the cornerstone of Australia’s red wine category. It remains the country’s biggest-selling red varietal, enjoys strong consumer recognition, and continues to play a vital role in liquor retailers’ premium wine sales. But while the category remains resilient, it is also evolving. Today’s shoppers are still looking for flavour and generosity, yet increasingly favour wines with freshness, balance and regional character over the heavily oaked, high-alcohol styles that once dominated the category. They are also becoming more adventurous, seeking authenticity, provenance and recommendations that help them navigate the breadth of Australian Shiraz. For liquor retailers, this presents a significant opportunity. Rather than viewing Shiraz as a mature category that largely sells itself, suppliers and retailers alike believe there is considerable untapped potential through better merchandising, stronger storytelling, improved staff education and a greater focus on regional diversity.
Shiraz remains the benchmark Despite increasing competition from varieties such as Pinot Noir and Grenache, Shiraz continues to hold its position as Australia’s flagship red. Circana data highlights both the resilience and the challenges facing the category. While Shiraz remains Australia’s number one wine varietal by market share, it declined in both value and volume over the 12 months to 15 February 2026, losing share as the total wine category grew by around one per cent. The figures reinforce what many retailers are seeing in-store, that consumers remain committed to Shiraz but are becoming more selective about what they buy. Andrew McKay, Associate Director at Red Bottle, says the category remains the strongest-performing red varietal across the group’s stores. “The Shiraz category continues to be our most dominant varietal with sales showing a small uptick over the last six months, which is even more pleasing to note when we have just come out of the warmer half of the year.” Importantly, McKay says shoppers are still prepared to spend, although they are making more deliberate purchasing decisions.
50 | National Liquor News
Wine Tasting Bench
“The $20 to $30 price point has seen the strongest performance, followed by the $15 to $20 segment, with small declines in both the top and the bottom ends of the category,” he said. “We are definitely seeing a trade down to more well known trusted brands as consumers look to take fewer risks with their selections, however, given our ability to hand sell in our stores, we are still seeing consumers trade up to one bottle of a more premium wine for a night out rather than two bottles of a lesser wine, as part of the consumers feeling they can still ‘treat themselves’ on occasion.” Hunters Hill Wine Room owner Adrian Filiuta is seeing a similar willingness to spend, albeit at a higher price point. “For me, the sweet spot is around the $40–50 per bottle range. I think you can get exceptional quality at this level. Trading up is common, particularly when gifting or with wines that require significant cellaring time.” Filiuta says shoppers are also gravitating towards smaller producers, with familyowned wineries and boutique brands continuing to resonate. Circana Senior Consultant – Liquor & Tobacco Andrew Gerrard says the trend is evident across the broader wine category, with shoppers increasingly favouring premium price points. “In total table wine (e.g., still bottled wine) shoppers in general are spending and consuming more in the premium segments (e.g., $30 and above) with shoppers leaving the value segments (e.g., sub $10),” he said.
The rise of modern Shiraz Across Australia’s wine regions, producers are responding to changing consumer expectations by refining their winemaking styles. Rather than chasing power, many are embracing elegance, restraint and regional expression.
Five retail tips to sell more Shiraz 1. M erchandise by region and style, not just price. 2. Use staff recommendations to encourage trade-up. 3. Highlight food pairings on shelf talkers. 4. Offer in-store tastings to showcase regional differences. 5. Tell the story behind the wine, including provenance, vineyard and producer.
Beresford Head Winemaker Natalie Cleghorn believes the transformation has been significant. “Over the past 20 years, I have watched Australian Shiraz evolve while remaining one of the country’s most important varieties. Drawing on my own observations from customer feedback and judging across the country, Shiraz still delivers dark fruit characters, but in a fresher, more vibrant style. More restrained use of oak, and more considered extraction, is producing wines that clearly express their ‘place,’ down to individual vineyard differences. Shiraz is no longer just big oak, bold fruit, and high alcohols. Today’s Australian Shiraz is elegant, bright, complex, vibrant, and highly enjoyable.” That sentiment is echoed throughout the industry. Brokenwood winemaker Hayden Tinkler says consumers increasingly seek wines that deliver freshness and drinkability without sacrificing complexity. “This is driving modern Shiraz styles towards greater fruit purity, vibrant acidity, a complex tannin structure, all while being approachable in their youth yet still capable of ageing,” he says. Similarly, Tar & Roses Marketing Manager Simon Lee says consumers now favour wines that express regional identity over sheer power. “Consumer preferences have shifted towards fresher, more balanced Shiraz wines that express regional character rather than sheer power.” August-September 2026 | 51
Beresford Estate, Fleurieu Peninsula, South Australia
Wine Tasting Bench
First Creek Wines Marketing and Communications Manager
What today’s Shiraz shopper wants
Kylie White says the Hunter Valley is well positioned to meet these
• Fresher, lighter styles
changing preferences.
• Less dominant oak
She says the region’s medium-bodied, savoury Shiraz style naturally aligns with consumers moving away from the bigger, higher-alcohol expressions of the past. Mr. Riggs Sales and Marketing Coordinator Baxter Riggs says the shift has also influenced the winery’s own approach. “Consumers seem to be looking for more fruit forward/lighter styles of wine... we’ve just dialled back on the new oak so that the quality of the fruit can do the talking.”
Regional diversity becomes a selling tool Perhaps the strongest theme emerging across producers is that Shiraz should no longer be treated as a single style. Instead, Australia’s extraordinary regional diversity has become one of the category’s greatest strengths. From the rich, generous wines of Barossa and McLaren Vale through to the medium-bodied elegance of the Hunter Valley, Coonawarra and Heathcote, retailers now have an opportunity to encourage shoppers to explore different expressions of Australia’s signature variety. Daniel Redman, Winemaker at Redman Wines, believes this diversity is one of Shiraz’s greatest advantages. He says: “Australia is so lucky to have everything from lighter Syrahs to bolder Shiraz, and everything in between. It has never been easier to find Shiraz in all styles at a range of price points.” Tinkler agrees, saying: “Shiraz is the most diverse red variety in Australia and is grown successful in all wine regions... Seeing regional characteristics is the most important thing, when consumers buy a wine from a certain region, they want it to taste like that region.” White believes regionality is often the key to changing perceptions, encouraging retailers to introduce customers to different winemaking styles rather than allowing one experience to define an entire variety. For retailers, this means the shelf itself can become a discovery tool. Rather than merchandising every Shiraz together by price, many suppliers recommend grouping wines by region, flavour profile or 52 | National Liquor News
• Lower alcohol • Greater regional expression • Food-friendly wines • Authenticity and provenance • Better value at premium price points
Wine Tasting Bench
Retailer’s Checklist Is your Shiraz range doing enough? ☐ Do you stock both classic and modern Shiraz styles? ☐ Do you have representation from multiple regions? ☐ Are premium wines clearly differentiated? ☐ Are staff confident explaining regional differences? ☐ Do shelf talkers explain flavour rather than just scores? ☐ Are premium wines linked to gifting or food occasions?
drinking occasion to encourage exploration and justify premium price points.
Storytelling drives premiumisation In today’s retail environment, simply stocking premium wines is no longer enough. Consumers increasingly want to understand why one bottle costs more than another. That creates an opportunity for retailers to communicate
By the numbers: Shiraz in Australian retail Circana MAT to 15 February 2026 • Shiraz remains Australia’s #1 wine varietal by market share.
provenance, vineyard stories, family ownership, sustainability
• The category declined in both value and volume over the
credentials and regional identity.
past 12 months.
Roberto Delgado, De Bortoli’s winemaker, believes flavour communication is equally important. “The biggest opportunity is to make the Shiraz category easier for shoppers to navigate. Flavour, occasion and food pairing are useful entry points, particularly for consumers who may not be familiar with the differences between regions or styles.” Calabria Family Wine Group Head of Marketing Elizabeth
• Total wine grew by around 1%, meaning Shiraz lost share. • Premium table wines ($30+) continue to outperform valuepriced wines. • Lighter varietals such as Pinot Noir are gaining share. •B iggest opportunity: Build premium Shiraz and lighterstyle ranges to encourage trade-up. Source: Circana
Calabria-Staltare agrees. “Storytelling remains one of the most effective tools. Many consumers are looking for wines with a sense of place or a unique point of difference, so merchandising Shiraz by region, occasion or style can create a more engaging shopping experience.” Filiuta believes independent retailers have an opportunity to differentiate themselves by championing small producers. “There’s a real story to tell here, as opposed to the brand-driven, blended wines that could be juice from anywhere.” Angove Family Winemakers also believes premiumisation becomes much easier when retailers provide clear reasons for customers to trade up. The producer recommends using shelf communication highlighting old vines, single vineyards, organic and biodynamic farming, food matching and provenance, allowing shoppers to understand why premium wines command higher prices while creating a natural progression through different tiers of the category.
Staff remain the biggest sales driver While packaging, displays and shelf talkers all influence purchase decisions, nearly every contributor identified one factor as having August-September 2026 | 53
Daniel Redman, Redman Wines
Wine Tasting Bench
The evolution of Australian Shiraz Then
Now
Big, bold
Elegant, balanced
High alcohol
Fresher styles
Heavy oak
Restrained oak
One-dimensional
Regional diversity
Power
Drinkability
Variety-led
Place-led
Winter drinking
Year-round versatility
the greatest impact on premium Shiraz sales: knowledgeable staff. Ben Marx from Sevenhill says education is fundamental. “It’s the staff that have the ability to up sell, it’s the staff that are doing the merchandising, if they have the tools to get behind the most versatile red grape, this can only be a good thing,” he says.
“A simple conversation about style – whether a customer prefers
McKay has observed the same trend inside Red Bottle stores.
bold and rich or elegant and medium-bodied – can help match them
“We are finding that in certain stores the old school big Barossa
with the right wine and build confidence in trying something new.”
Shiraz styles are still dominant... however across many stores now, there is a growing trend towards wines where the oak and the alcohol
Merchandising beyond price
are dialled back, and these wines are performing well in the local
Traditional category layouts have typically grouped Shiraz together
market, so it is staff recommendations through education that is
by price or producer. But increasingly, suppliers believe retailers can
helping drive sales.”
generate stronger engagement by organising displays around style,
DiGiorgio Family Wines Sales and Events Representative Katie Lewis believes conversations are often what encourage customers to trade up.
occasion or regional expression. Simon Lee recommends merchandising “by region and style, rather than simply by price point,” while Redman encourages retailers to “embrace regionality”.
Silkman Wines. Photo by Elfes Images
Others advocate using simple shelf talkers, tasting notes and neck tags to help customers make confident purchasing decisions. Dave’s Wine Revival owner Dave Cush says merchandising conversations should also extend beyond traditional perceptions of Shiraz. “There is lots to talk about in regards to the range of styles within Shiraz that help customers understand that there is more to Shiraz than their pre-conceived ideas of what Shiraz can be.” Young & Rashleigh Wine Merchants Sales & Major Account Manager Kylie Farquhar says: “Key regions and awards still resonate with consumers and are key to giving consumers confidence when looking to trade up. So, whether it’s a neck tag or old school shelf talker, these prompts at the purchase point will always help.” Madison Pike from Pikes Wines also highlights the value of instore tastings and food matching, encouraging retailers to promote Shiraz around entertaining occasions, family gatherings and casual dining rather than simply as a traditional winter red.
Balancing the range While lighter, fresher Shiraz styles are attracting increasing 54 | National Liquor News
DiGiorgio Family Wines
Wine Tasting Bench
attention, suppliers caution against abandoning traditional fullbodied expressions. Instead, the consensus is that successful ranging requires balance. Consumers still expect to find iconic Barossa and McLaren Vale wines, but they are increasingly open to cooler-climate alternatives once introduced. Calabria-Staltare says there is value in offering “a balanced range that showcases the diversity of Shiraz – from everyday drinking options, through to premium and cellar-worthy wines”. Likewise, Farquhar believes retailers should stock “the more elegant, lighter styles alongside the more traditional fuller bodied
Regional style guide Region
Typical Style
Barossa
Rich, full-bodied, dark fruit
McLaren Vale
Plush, generous, chocolate and spice
Hunter Valley
Medium-bodied, savoury, red fruits
Looking ahead
Coonawarra
Elegant, vibrant fruit, fine tannins
Although consumer preferences continue to evolve, few suppliers
Heathcote
Dark fruit, spice, structured
Shiraz’s to cater to all consumers”. This approach allows retailers to satisfy loyal Shiraz drinkers while introducing new consumers to emerging styles.
believe Shiraz’s position as Australia’s signature red is under threat. Instead, the variety is becoming more versatile, more regionally expressive and more relevant to a broader range of drinking occasions. Cush believes the biggest opportunity is continuing to broaden consumers’ understanding of the category. “I’ve found that when people ask for ‘a Shiraz’, a lot of the time it’s a placeholder for ‘a decent red’. I take the opportunity to cross-sell them to other wines that I think they will enjoy, to help broaden their horizons with low or no risk.” McKay believes the biggest opportunity lies in helping consumers understand just how diverse the category has become. “For us, the biggest opportunity is for Australian Shiraz to continue evolving into lighter and lower alcohol wines that are much more in line with emerging customer expectations... There is a place for both styles in stores, and the opportunity is to help customers understand just how versatile Shiraz can be through tastings and better educated staff.” That message is reinforced across producers from every major wine region. Whether through stronger regional storytelling, improved staff knowledge, flavour-led merchandising or premium ranging,
Australia’s signature red is evolving. Are you keeping up? “Aussie Shiraz remains one of the most diverse and commercially relevant categories in the market.” – Kathleen Davies, Nip of Courage From exceptional value wines to premium regional standouts, our panel of 16 expert judges blind tasted more than 150 Shiraz and Shiraz blends to uncover the styles,
the consensus is that Shiraz remains one of Australia’s greatest
trends and top performers shaping Australia’s favourite red.
retail opportunities.
Scan the QR code to
For liquor retailers, success will not come from treating Shiraz
download the full
as yesterday’s category. It will come from presenting it as one of
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Australia’s most dynamic and diverse wine styles – one capable
Wine Tasting Bench.
of satisfying loyal drinkers while continually attracting a new generation of consumers through freshness, authenticity and discovery.
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August-September 2026 | 55
Richard Angove in the vineyard
Organic Drinks
Unlocking organic opportunity Organic drinks have matured from a novelty to a serious contender on the shelf, sitting within the premiumisation and local provenance story driving Australian liquor today.
Although considered a niche market segment, organic
Start with the story
drinks are continuing to earn their place as quality-
One of the biggest challenges for organic alcohol
driven, premium alternatives across categories.
producers is educating consumers about what makes
Andrew Gerrard, Senior Consultant, Liquor
a product truly ‘organic’.
& Tobacco for Circana explained that collectively
Director of Antipodes Gin Co. Shane Reid said
organic drinks account for less than one per cent of
a common misconception is that it is simply a
total liquor sales and are currently declining faster
marketing term.
than the broader alcohol market.
“In reality, organic certification and certified
Penetration also remains low with only three per
sustainability with Australian Certified Organic
cent of Australian households purchasing an organic
(ACO) is a rigorous, end-to-end commitment, from
alcoholic beverage in the year to 17 May 2026.
how ingredients are grown through to how the spirit
Recent data from IWSR highlighted that over the
is produced and handled.
past five years, organic wine has experienced steady
“For us, it’s about sustainability, transparency and
volume growth across most leading markets and has
thoughtful production and starting with high-quality,
only recently plateaued.
carefully grown botanicals that naturally translate to
Importantly, Australia currently outpaces leading
a clean, expressive spirit.”
mature markets like France and Germany in terms of
Similarly, Graham Holmberg, Founder and
organic wine volume growth (2019-24 volume CAGR
Managing Director of Pluto Spirits, said consumers
+14 per cent).
have a basic understanding of what the term means
According to Circana, there are also pockets of opportunity in the other subcategories.
in food. But the challenge for the trade is converting that understanding to alcohol.
“Glass spirits are the only organic subcategory
“[For spirits] it’s not just about the raw ingredients
currently recording growth, delivering double-digit
being organic. It’s also about the way the product is
value growth despite overall declines across the wider
made, the standards it has to meet, and the fact that
spirits category,” said Gerrard.
you’re avoiding a lot of the shortcuts that can exist in
Although the spirit market share remains below
more conventional products.”
one per cent, he says this trend demonstrates there
Brand Ambassador for Sunshine & Sons and Nil
is demand for premium, differentiated products
Desperandum Rum, Kayan Marcolini added that
among a small, engaged group of shoppers, presenting
consumers historically have viewed anything organic
opportunity for retailers.
as lacking and opportunity lies in reimagining it.
56 | National Liquor News
“Some consumers still assume organic means overly expensive or niche. The reality is there are now quality organic wines available across multiple price points.” Matt Redin Marketing Manager at Angove Family Winemakers.
Organic Drinks
“People assume organic means lesser, softer, and somehow less serious. We’ve found the most effective education isn’t a lecture about certification; it’s tasting. Then there is real room to grow the broader provenance conversation.” As wine is an agricultural product, Executive Director at Tamburlaine Organic Wines Sam Elliot, agreed that effective organic storytelling should inherently highlight place and process. “Storytelling helps reconnect what is in the glass with the land,
Stocking certified
the season and the people who produced it, adding depth and reality. People can understand healthy soils and excellent, enduring
For those curious about ranging organic liquor, Holmberg says:
environmental stewardship without it over-shadowing the enjoyment
“Give the category a proper chance and don’t overcomplicate it.”
of a drink.”
“A good organic vodka, gin, etc. should do exactly what
Marcolini’s advice to retailers is to back the local story.
consumers expect from that category. The difference is that
“Australian-made provenance and a real sustainability narrative
it comes with an extra layer of assurance around how it was
give your staff something genuine to sell and give customers a reason to choose the bottle in front of them.”
The price for premium A common barrier to entry for organic consumers is price. But producers argue that like any product, the price tag comes with a premium, quality promise. “It’s about value perception. Some consumers still assume organic means overly expensive or niche. The reality is there are now quality organic wines available across multiple price points. One of the most exciting opportunities is offering consumers a clear pathway through the category,” explains Matt Redin, Marketing Manager at Angove Family Winemakers. Beyond typical product costs, Marcolini also notes the added cost of organic certification also affects retail price. “It carries real cost and complexity through the supply chain, and that lands in the price tag at a time when household budgets are tight. Australia also still lacks a single legislated term for domestic sale, which lets less rigorous claims muddy the water for genuinely certified producers.” As Australia is currently the only country in the OECD without a legal definition of the word ‘organic’, Reid agrees that formalising
made and what went into it.” When comparing products, Marcolini urges retailers to look beyond the label and interrogate certifications and organic claims. “Ask whether a product is genuinely certified by a recognised body – like Australian Certified Organic – or is simply using ‘organic’ as a descriptor. The gap between the two is enormous, and your customers are starting to ask the same question.” He recommends: “Stock those producers who can tell you exactly what’s in the bottle and what isn’t. Transparency is the whole proposition of this category, and a vague answer is a red flag.” However, Abouzeid reminds retailers that while there are many certified organic options on the market, many also work outside the system. “There are fantastic emerging winemakers for whom it makes little sense to certify wines made with fruit from organic vineyards they do not own. So, the vineyards might be certified but the wines are not. “If you only stock certified organic, you are potentially missing out on many of the best small producers. Stocking wines that are organic in practice therefore requires a level of trust, nurtured between the store, the winery, and the customer.”
and further legislating the term would create greater clarity and confidence in the price. “It will really be a gamechanger,” he said. Circana’s Gerrard affirmed that the premium consumers pay for organic alcohol is typically close to 30 per cent compared with conventional products. He suggests this offers retailers a premiumisation opportunity that can drive greater awareness and trial. However, data also suggests that cost-of-living pressures are leaving shoppers reluctant to pay a premium for organic credentials alone. Redin explains this is reflective of the market maturing, where August-September 2026 | 57
Organic Drinks
consumers not only expect organic credentials but also sustainable practice, quality and above all – choice. “Today, consumers are not choosing between quality and sustainability, they expect both. What’s exciting is seeing organic wines represented across the entire spectrum, from fresh, approachable everyday styles to serious single-vineyard wines.” Elliot agreed but emphasised the importance of continuing to separate certified organic from terms such as natural, minimal intervention or sustainable. “Providing choice is proving to be a winner. Organic credentials can attract attention and build trust, but familiar varieties, clear style cues and reliable quality still convert the sale. Organic opens the conversation; the wine itself brings the customer back.” As consumers continue to drink less but better, he says there is
“Australian-made provenance and a real sustainability narrative give your staff something genuine to sell and give customers a reason to choose the bottle in front of them.” Kayan Marcolini Brand Ambassador for Sunshine & Sons and Nil Desperandum Rum
opportunity for organic products to be positioned where premium choices and moderation intersect. “People are becoming more selective and organic certification is a positive differentiation from the clutter,” he said. To validate the premium that consumers pay for organic products, Elliot says retailers and producers are working together to improve the in-store experience. “Meaning more disciplined claims, visible certification, straightforward shelf communication, informed staff recommendations and regular opportunities to taste the wines. Retail data is also helping to determine which varieties, price points and messages are genuinely recruiting new shoppers.”
Evolving with the market Looking ahead, Reid says the opportunity is with producers to continue to create products that meet modern consumers where they are. “For organic spirits it’s about developing options that are built for the moment and are in formats that reflect our current way of life. Our category needs to back itself and start competing head-to-head with the massproduced synthetic colours and flavours on the shelf.” Elliot added that continuity of quality and value is essential: “That’s for any brand, organic or otherwise. Producing wines people genuinely want to drink and can afford, is as critical today as it has ever been.” What excites Marcolini most is that organic credentials and quality are no longer competing claims; they reinforce each other. “The same discipline that earns the certification, clean inputs, minimal intervention, nothing added, is exactly what produces something worthy of its place on the shelf and will continue to do so.” The challenge ahead Reid believes is to continue to reaffirm the organic narrative and ensure consistent, fact-driven education. “Our biggest challenge will always be continuing to build consumer trust, cutting through confusion and in the meantime, balancing the higher cost of production with a price point the market is comfortable with. That way we ensure the facts can be owned by the retailer and shared with conviction to the customer.” 58 | National Liquor News
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Father’s Day
s k c i p m u i m e r P y a D s ’ r e h t a F r fo success
ndout wines and spirits, From premium whiskies to sta y ailers compelling Father’s Da these new releases offer ret gifting opportunities.
Glenfiddich reveals second Aston Martin release Marking the second year of their partnership, Glenfiddich has launched the Glenfiddich & Aston Martin Formula One™ Team 16-Year-Old Limited-Edition Release No.2, giving retailers a premium gift option for whisky and motorsport enthusiasts this Father’s Day. The limited-edition single malt was developed by Glenfiddich Malt Master Brian Kinsman and reflects the shared pursuit of precision and craftsmanship between the Scotch whisky maker and the Aston Martin Formula One™ Team. Matured across five cask types, the expression combines first-fill bourbon barrels, Port pipes, Oloroso sherry casks, wine casks and Fino sherry butts. Kinsman said: “What I find most compelling about Adrian’s work is that the defining performance often comes from what you cannot immediately see. Behind every Aston Martin Formula One™ Team car are hundreds of small decisions, carefully refined to create a seamless whole. The same is true in whisky making.” The limited-edition release follows the brands’ multi-year partnership announced in 2024. Distributor: William Grant & Sons
Coopers revives craft roots in Vintage Ale Coopers has unveiled its 2026 Vintage Ale, showcasing an experimental hop selection that pays tribute to the brewery’s craft beer heritage. The limited-release seasonal brew combines experimental hop HBC-1134, delivering floral, citrus and herbal notes, with US hop Krush, which brings aromas of navel orange, peach, berries, ripe mango, guava and lychee. The result is a smooth, creamy ale with fruit-forward flavours of mango, passionfruit and stone fruit, balanced by the woody, malty character synonymous with Vintage Ale. Coopers Managing Director Michael Shearer said the 7.5 per cent ABV release continues the brewery’s tradition of producing a full-bodied winter ale. “Vintage Ale has developed a legion of fans over the decades and we expect this year’s release to be well received by loyal Coopers drinkers,” he said. Now in its 26th release since debuting in 1998, the 2026 Vintage Ale will be available in 50L kegs and 355ml bottles from August. Distributor: Coopers Brewery
60 | National Liquor News
Father’s Day
Elevate your top shelf gifting with Wild Turkey this Father’s Day Father’s Day is one of the biggest premium spirits opportunities of the year, with new retail data highlighting whiskey as the standout category for shoppers looking to celebrate the father figures in their lives.
Unconstrained by tradition and emboldened by a thirst for smoke, Archie Rose Triple Smoked Single Malt Whisky was born of a desire to create an intensely smoky spirit that reflects the Australian experience. By using native Australian stringybark timber instead of traditional and imported peat, a powerfully evocative smoke character is unleashed. Crafted using smoked malt, smoked casks and smoked water, Triple Smoked Single Malt Whisky takes an unconventional approach to smoky whisky production. Rather than imported Scottish peat, Archie Rose uses native Australian stringybark timber to create a distinctly Australian smoke character inspired by campfires, wood smoke and the Australian landscape. The whisky delivers notes of smoked charcuterie meats, bonfire embers, golden syrup-drizzled damper, roasted macadamia and charred lemon, resulting in a robust yet layered smoky profile. “This whisky is the result of endless experimentation and a restless desire to defy convention,” says Dave Withers, Master Distiller at Archie Rose. “Rather than follow the well-worn path of traditional Scottish whisky, where smoke only touches the grain, Triple Smoked Single Malt embraces the character of this land through native Australian stringybark-smoked malt, smoked casks and smoked water. The result is an intensely smoky whisky that feels
Unlike sporting occasions such as the Footy Finals, which are driven by at-home consumption, Father’s Day is primarily a gifting occasion, creating strong opportunities for retailers to encourage premium purchases and trade-up. According to Circana data, Father’s Day generates two times more incremental growth in glass spirits than the Footy Finals period, making it one of the most important premium spirits occasions of the year. During the Father’s Day period, whiskey is the number one growth segment within glass spirits, reinforcing the role premium whiskey can play in driving category growth and value. Mark Watson, Marketing Director, Campari Australia, said: “Father’s Day is a key occasion where shoppers are actively seeking reasons to spend more. It’s a genuine premiumisation moment, with consumers looking for gifts that feel considered and memorable. “Wild Turkey is uniquely positioned to win Father’s Day because our portfolio caters to every type of gift giver. Whether shoppers are looking for an accessible Bourbon, a premium trade-up or an impressive top-shelf statement, retailers have the opportunity to meet every budget and gifting occasion while driving premium sales.” Watson said Wild Turkey is well positioned to capture the gifting occasion, offering options across a range of price points, from Wild Turkey Bourbon and Wild Turkey 101, including the Wild Turkey 101 Gift Pack, through to premium expressions such as Wild Turkey Rare Breed and limited releases. “Wild Turkey was one of the key growth brands over Father’s Day 2025. Our portfolio offers something for every type of gift giver, allowing shoppers to trade up based on budget and gifting intent while staying within a trusted premium whiskey brand,” he said. He added that authentic craftsmanship, award-winning quality and the brand’s illustrious master distilling heritage continue to make Wild Turkey an attractive choice for both Bourbon enthusiasts and gift buyers. “In August, we’ll welcome back Associate Master Blender Bruce Russell to introduce something extra special for Father’s Day,” he said. To capitalise on this Father’s Day opportunity, speak to your local Campari sales representative today. Source: Circana (AU) Pty Ltd, AU Liquor Weighted, Total Glass Spirits & Total Whiskey Segments Combined, Dollars Growth % PP, [8-week Father’s Day period to 07/09/25] v. [8-week Footy Finals time period to 10/08/25]. Distributor: Campari Australia Explore the range
unmistakably Australian.” Distributor: Archie Rose Distilling Co.
August-September 2026 | 61
Image credit: istock.com/photoguns
Archie Rose launches distinctly Australian smoked whisky
Father’s Day
Amber Beverage adds Pallini Limoncello Amber Beverage Australia has secured exclusive Australian distribution rights for Pallini, the Rome-based producer of the world’s best-selling limoncello, giving retailers a premium alternative to traditional spirits for Father’s Day gifting. The partnership, effective from 1 September 2026, brings nearly 150 years of Italian liqueur-making heritage to Amber Beverage Australia’s premium spirits portfolio, with the locally available range to include Pallini Limoncello and the vegan-friendly Pallini Crema di Limoncello. Founded in 1875 and still family-owned, Pallini is now led by fifth-generation CEO Micaela Pallini. The brand’s limoncello is crafted using hand-picked Sfusato lemons from the Amalfi Coast and is exported to more than 80 countries. Amber Beverage Australia Managing Director Uliana Linenko said: “Limoncello is having a real moment in Australia, moving well beyond the after-dinner digestif and into everyday drinking occasions. Pallini is the perfect partner to meet that demand, a brand with nearly 150 years of Roman heritage, unmatched credentials as the world’s number one Limoncello, and a recipe that’s stayed true to the original. We’re proud to bring it to Australian drinkers and excited about the opportunity ahead for the category.” Distributor: Amber Beverage Australia
De Bortoli releases sixth Melba Cabernet
Four Pillars unveils Melbourne-inspired coffee gin
De Bortoli has
Melbourne Laneway Gin, the
unveiled the latest
first release in its new City
release of its flagship
Series, offering retailers a
Melba Vineyard
distinctive Australian-made
Cabernet Sauvignon,
gift idea for Father’s Day.
offering retailers
Created by Chief
a limited-edition
Distiller Sarah Prowse, the
premium red ideal for
gin captures Melbourne’s
Father’s Day gifting.
iconic café and laneway
Produced only in
scene with layered notes
standout vintages,
of coffee, dark chocolate,
the wine is the sixth
vanilla and citrus. Distilled
release since 2012
using two of the Yarra Valley
and is crafted from three small vineyard sites within Melba Vineyard.
distillery’s original stills, the spirit combines juniper,
The final blend is built around the WA Cape and 412 Cabernet clones,
coriander, Proud Mary Humbler-roasted and green
with maturation taking place in a combination of French oak and clay
coffee beans, fresh oranges, cassia bark, cardamom,
amphora over 12 months.
Tahitian vanilla, roasted wattleseed, tonka beans,
Winemaker Steve Webber said the vintage delivered ideal conditions for the variety. “Melba Vineyard is released when we have these very good seasons. The 2022 season delivered exceptional conditions for
cacao nibs and butter for added texture. Assistant Distiller Brett Paulin said authenticity was central to the creation of the gin. “To make this gin a proper celebration of
Cabernet, with warm days, even ripening and a long, mild autumn
Melbourne, we knew the coffee had to come from
giving concentration, structure and tannin. It is a wine with both
people who really know what they’re doing, so we
immediate appeal and has the pedigree to age gracefully for
teamed up with the crew at Proud Mary.”
10-20 years.” Limited to just 3,000 bottles, the wine shows notes of blueberry,
The bottle features bespoke artwork by Melbourne street artist URSHTRAY, inspired by the
violets, cedarwood and tobacco.
city’s vibrant laneways and street art culture.
Distributor: De Bortoli Wines
Distributor: LION
62 | National Liquor News
Image credit: istock.com/photoguns
Four Pillars has launched
Footy Finals Marketplace
DRINKS THAT DELIVER ON GAME DAY Footy Finals are a season of bringing people together, creating fresh opportunities for retailers to showcase new drinks and crowd-pleasing favourites for every game-day occasion. Consumers are typically seeking convenience, but they’re also willing to trade-up as they celebrate memorable moments.
Felons unveils 2026 Imperial Stout twin release Felons Brewing Co. has continued its annual tradition of a twin Imperial Stout winter release, dedicating months to brewing the biggest, boldest and deepest expression of its signature Imperial Stout. Tom Champion, Brewery Director for Felons, says: “Each year we return to Imperial Stout as a winter ritual, but never as a repetition. This year’s Imperial Stout release leans into restraint and balance – smoke used as texture rather than dominance, and a malt structure designed to reveal itself slowly. It’s a beer built for patience, warmth, and conversation.” Scottish ale yeast and a complex grist featuring smoked malt using river red gum add a subtle depth to Imperial Stout without overwhelming the beer’s core balance. Packaged at 9.2 per cent ABV, the sixth iteration is characterised by subtle rye spice and woodsmoke aromas, with hints of molasses, rich caramel and espresso on the palate, and a cocoa-driven bittersweet finish. Aged for three months in ex-Husk Rum barrels and bottled at 12.5 per cent ABV, the second release in the twin series, Midnight Rum Run, has a deep complexity, warmth and spirit-driven richness. Tasting notes describe fig, cocoa and velvety rum notes, leading into a bittersweet palate of molasses, chocolate and cherries. Distributor: Felons Brewing Co.
“Footy Finals are a key occasion for beer retail, with many consumers now planning ahead and purchasing online before game day for gathering with mates at home, backyard barbecues and long afternoons watching together. We typically see drinkers leaning into easy-drinking, sessionable styles like Felons Crisp Lager and Crisp Light Lager for those occasions, while cooler evenings still create space for richer styles like Felons Imperial Stout as footy fans settle in for the night. It’s a moment where versatility across the beer category really shines.” Dean Romeo, Brand Director, Felons Brewing Co.
64 | National Liquor News
Footy Finals Marketplace
Introducing XXX Ginger Low Sugar Iconic Australian beer XXXX is expanding with the launch of XXXX Ginger Low Sugar, a full-flavoured, mid-strength ginger beer with less sugar than the original variety (7.6g and 122 calories per can). The launch comes off the back of the success of the original XXXX Ginger, launched last year as an exciting alternative in the popular ginger beer category. Both versions deliver a lively ginger kick with a smooth finish, for a balanced and gives Aussies a lighter way to enjoy the beverage they know and love, without compromising on flavour. This latest innovation underscores XXXX’s dedication to crafting high-quality, flavourful options that reflect evolving consumer
Jack Daniel’s RTD portfolio set for footy finals Footy finals remain a busy retail period for North American Whiskey (NAW) premix, with the category accounting for more than half of all RTD sales during the season. The Jack Daniel’s range has your must-stock end of footy season RTDs, combining the strength of its core Jack & Cola with three of the category’s key growth drivers: No Sugar, High ABV and lighter, fruit-driven flavours. High ABV continues to gain share and is now a key premium segment
preferences, leveraging the trust and
within dark premix. Jack Daniel’s offers a tiered portfolio of high ABV products
heritage of the beloved Queensland icon.
including Double Jack 6.9 per cent, American Serve 10 per cent and the latest
Distributor: LION
addition, Tennessee Serve 12 per cent ABV. Designed for whiskey drinkers who would typically mix their own drinks to achieve their preferred strength, Tennessee Serve delivers a fuller pour of Jack Daniel’s, a richer whiskey flavour and a smooth cola finish that lets the whiskey take centre stage. Jack Daniel’s Tennessee Serve is already bringing new value to the category, driving incremental spend, with two-thirds of sales representing new volume for the ultra-high ABV segment. The Jack Daniel’s No Sugar portfolio also extends beyond the original Jack Daniel’s & Cola No Sugar to include high ABV options with Double Jack No Sugar 6.9 per cent and American Serve No Sugar 10 per cent. As demand for lower-sugar options continues to grow, the expanded range gives consumers greater choice while maintaining the signature Jack Daniel’s taste consumers know and trust. Following a successful Queensland launch, Jack Daniel’s Southern Flavours joins the portfolio nationally from August, expanding into the light premix space with Southern Lemonade and Southern Peach. The flavour-led range has delivered highly incremental growth, broadening whiskey occasions and attracting consumers seeking greater flavour variety and lighter, refreshing serves. Together with the classic Jack Daniel’s & Cola 4.8 per cent, the portfolio offers retailers a comprehensive RTD offering that caters to evolving shopper preferences and various occasions, reinforcing Jack Daniel’s position as Australia’s number one NAW trademark. Jack Daniel’s portfolio is available at all good liquor stores and retailers nationwide. Jack Daniel’s & Cola Tennessee Serve 12 per cent ABV: RRP $39 per four-pack. Jack Daniel’s Southern Peach and Lemonade 4.8 per cent ABV: RRP $27 per four-pack. Distributor: Brown-Forman Australia
August-September 2026 | 65
Image credit: istock.com/JazzIRT
refreshing taste. XXXX Ginger Low Sugar
Footy Finals Marketplace
Quips redefines convenience with party pouch cocktails Entering the RTD market with portable, convenient packaging and a non-carbonated format, ready-to-drink cocktail brand Quips has launched with a range of three cocktails in partystyle pouches. Resealable and freezer-friendly, founders Joe McGaffin and Calvin Koder developed the format around the Australian tradition of sneaking drinks into festivals. When they were unable to find a supplier in Australia to fill pouches with alcohol, McGaffin and Koder sourced their own pouch-filling machinery and built the operation from the ground up. Today, the duo describes Quips as the only company in Australia producing alcohol in pouch format. Crafted using locally sourced juices, the launch range includes Tommy’s Margarita – tapping into the enduring popularity of the cocktail, Raspberry Passionfruit Martini and
Casa Spirits taps demand for classic cocktails with limited-edition RTDs
Mango Daiquiri. Each crafted at 11 per cent ABV, the full “Footy Finals are ofto those occasions straight where people arepouch. getting range is one ready be consumed from the
Independent Australian spirits company Casa Spirits has
together at Distributor: home, heading to a mate’s place or hosting watch parties, so Quips
and Not Hot Toddy, built around two classic cocktails and
convenience becomes a much bigger factor in purchasing decisions. We’re
capturing demand for lighter options.
seeing consumers increasingly look for formats that are easy to transport, easy
unveiled two new limited-edition RTDs, Very Dirty Shirley
According to the latest IWSR data, vodka remains
to drink and fit naturally into those social occasions, without compromising
the preferred alcohol base for RTDs across generations.
on quality or flavour. As lifestyles become busier, it’s a great opportunity
Leaning into this momentum, Very Dirty Shirley features
for retailers to meet that demand by stocking products that reflect the way
vodka, lime, pomegranate and ginger ale – offering a
Australians are socialising today.”
bright, clean take on the Dirty Shirley without overpowering
Joe McGaffin and Calvin Koder, Co-founders, Quips
with sugar. Not Hot Toddy also delivers a lighter take on a classic cocktail, comprising a wheated bourbon whisky, lemon, raw honey and soda. Both cans are packaged at four per cent ABV, with just five grams of sugar per can, and are now available via independent bottle shops nationally.
“Watch-at-home sport culture keeps growing, and the NRL and AFL finals deliver a run of social occasions tailor-made for RTDs. We see the biggest spikes in multipack and case sales, especially lower-sugar, lower-ABV options, in the lead-up to and after each game. Convenience, and suitability for the long game, are what capture sales during these occasions.” Dustin Petrovi, Head of Sales, Casa Spirits
66 | National Liquor News
Image credit: istock.com/JazzIRT
Distributor: Casa Spirits
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CONTACT YOUR BROWN-FORMAN REPRESENTATIVE FOR RANGING
Rum & Cane Spirit
Rum’s retail reality
As market conditions improve, retailers embracing premium rum stand to gain a competitive advantage, writes Molly Nicholas.
Long defined in the minds of consumers
“That said, premium is the only price
creating greater diversity across the category
by mass-market mixing occasions and the
segment in rum that actually grew in
and offering consumers more opportunities
familiar rum and cola, the rum category has
2025 – which is a genuinely encouraging
to discover new products and experiences,”
spent the past decade evolving into a diverse
signal. And with biannual excise increases
says Linenko.
and refined spirits segment.
continuing to push standard-tier pricing
While consumer perception is certainly
Increasing consumer awareness of
upward, the price gap between a standard
starting to shift, Eulalie Lazaro, Brand
the spirit’s depth, provenance and quality
rum and an accessible premium expression
Manager for Diplomático at Brown-Forman
potential places rum in a transitional phase –
is narrowing. That creates a natural trading-
Australia, says rum remains one of the few
and creates a significant growth opportunity
up opportunity that didn’t exist in the same
major spirits categories that has not yet
for retailers to educate consumers beyond
way a few years ago,” de la Rubia added.
undergone a full premiumisation journey.
old perceptions and into the wider world of
But, even in a challenging economic
cane spirits, spiced styles, aged expressions
Closing the premium gap
environment, she believes there is a
and premium production.
As the category navigates this period of
substantial, unexploited pool of premium
Cristobal de la Rubia, Brand Manager
change, Uliana Linenko, Managing Director
and super-premium spirit drinkers actively
at Spirits Platform, says: “Rum sits at an
for Amber Beverage Australia – which was
looking to explore the category.
interesting crossroads right now. It’s one of the
recently appointed the exclusive Australian
“For a brand like Diplomático – an
most recognisable spirit categories on the shelf
distribution partner for Ron Barceló,
undisputed leader in super premium rum
– it has genuine scale – but it hasn’t yet found
highlights growth emerging from two
– this creates a massive runway. While the
the momentum that has lifted whisky, tequila
distinct directions – on-premise demand
broader spirit market faces headwinds, our
or spirit aperitifs over the past few years.”
for versatile, accessible pouring rums, and
commercial momentum remains incredibly
growing momentum for premium and
strong, evidenced by a double-digit growth
super-premium rums.
over the past year. Australia is primed for
While categories like tequila, Irish whiskey, Scotch malt and aperitifs either grew or returned to growth in 2025, rum
“Australian consumers are becoming
tracked a slight decline in-line with the
more adventurous and knowledgeable,
broader spirits market. With around 70
showing a willingness to explore aged rums,
“Consumers have traditionally viewed
per cent of category volume still sitting in
craft expressions and products with unique
super-premium rum as an ‘interesting
the standard price tier, reliance on value-
provenance and flavour profiles.
alternative’ rather than a definitive premium
driven consumers has made it hard to drive premiumisation historically. 68 | National Liquor News
rum to step into the luxury space that other spirits have occupied for years.
“This shift is encouraging brands to
luxury, but by driving deeper education
invest in innovation, quality and storytelling,
and staff advocacy at the floor level, we
Rum & Cane Spirit
are actively transforming how people view,
That sense of provenance becomes
De la Rubia added: “The single biggest
Encouraging exploration
opportunity is the one the category has
While Brival acknowledges that
Queensland producers are especially well
been building toward: genuinely closing
softened consumer spending and
placed to communicate.
the perception gap between rum and the
increased competition across
prestige spirits categories. That window is
premium spirits has forced retailers
appreciate, and respect the liquid.”
still open – but it requires product, story and retail environment working together. “As the broader market stabilises and consumer confidence gradually recovers, ultra-premium rum is well placed to capture disproportionate growth. The category has heritage credentials that rival any spirit – the challenge has been communicating them.
to rationalise their rum ranges, he encourages them to ride growth by giving consumers a genuine reason to explore the category. “Rather than competing on price alone, the opportunity is to create value through education. Helping consumers understand why cane juice
even more compelling when it is tied to a clear regional story – something Far North
Mark Watkins, Founder of Mt Uncle Distillery and FNQ Rum Co, added: “What’s exciting for us is that Far North Queensland has a genuine connection to sugarcane. We source cane from the local Tablelands region and distil it here on the Atherton Tablelands, so there’s a real sense of place behind the spirit.”
The many sides of rum
spirits taste different to the styles of
Quentin Brival, CEO of Husk Distillers, says
Retailers who build out a genuine premium
rum they’re familiar with, and how
one of the biggest misconceptions around
rum range now, before the recovery is fully
terroir influences flavour, encourages
rum is that it is a single style.
underway, will capture first-mover advantage.”
exploration and ultimately benefits the category as a whole.
Finding new depth Within the rum category, there is significant growth potential linked to increasing consumer interest in craft, small-batch and
“Simple shelf talkers, tasting opportunities and serving suggestions can help explain what makes one rum different from another,” he explained.
locally produced spirits. As the category
“In reality, it’s one of the world’s most diverse spirit categories, with flavour shaped by the raw ingredient, fermentation, distillation and maturation,” he explains. Breaking down the styles of rum and cane spirit currently driving growth, premium gold rum is the clear standout. With white
continues its evolution, Tarrant Derksen,
local origins and a strong connection to
rum under structural pressure as it struggles
Founder of Many Worlds Rum, finds the
place. Rum has historically been viewed
to differentiate from gin and vodka in the
growing appreciation of quality and diversity
as a mass-produced and often inexpensive
white spirits space, de la Rubia says retailers
to be exciting – creating an opportunity
spirit, but modern Australian distillers are
should be ranging the key white volume
for Australian producers, who are already
changing that perception by focusing on
driver but building a range around gold.
gaining increasing recognition on the global
quality, craftsmanship and innovation.
stage and elevating the reputation of the
“This is where the growth action is. Ultra-
“Retailers who embrace premium
premium is forecast to be the best-performing
Australian rum can offer customers
sub-segment as the market stabilises –
“For liquor retailers, Australian
something genuinely distinctive while
consumers who are still engaged with spirits
provenance presents a significant
also capitalising on growing demand for
are trading up within categories they trust, and
opportunity. Consumers are increasingly
locally produced, award-winning spirits,”
gold rum has the heritage, flavour complexity
interested in products with authentic stories,
Derksen explains.
and craft story to compete. Expressions with
category, to dial into provenance.
August-September 2026 | 69
Rum & Cane Spirit
Price architecture When it comes to price architecture, de la Rubia finds that the $45-80 range for 700ml is where the most productive conversion is happening.
customers and create a barrier to entry. “Most consumers understand dark rum, whether it be the classic sweet flavours of Bundy rum or cocoa-forward Fijian rums like Ratu. However, when it comes to white rums, the average
“It’s accessible enough for a
consumer recognises international
cost-conscious shopper making
brands like Bacardi or Havana Club. It
a considered choice but clearly
becomes more complicated in Australia
positioned above the standard
due to strict liquor laws around naming
tier in a way that carries genuine
white rum... Unaged sugar cane spirits
margin and brand equity.”
are therefore labelled as Australian cane spirit. Has anyone asked for an
genuine provenance – aged Caribbean
Targeting occasions and recruitment Innovation across flavour and format is gaining traction within the rum category. Smaller formats in particular are a trend that retailers should be watching closely, says de la Rubia. “The Kraken achieved mid-single digit volume growth in 2025 specifically by leaning into smaller pack sizes. As RTD prices escalate and consumers become more occasion-conscious, 200ml and 375ml formats are growing in relevance – for trial, gifting and casual consumption.
Australian cane spirit at a bar?”
rums, Barbadian heritage brands and
Watkins sees a major education
craft-distilled Australian products – are
opportunity here, and as consumer
performing well because consumers at
awareness grows, he encourages retailers
the $50+ price point are actively seeking
to do more to connect cane spirits with
that narrative.”
cocktail occasions.
Spiced rum is also attracting
“Many people aren’t familiar with the
attention, and Derksen associates this
term ‘cane spirit’, but once it’s explained
with its approachability and accessibility.
in the context of rum and they taste it
“For many consumers, spiced
in a simple cocktail, the category tends
rum is their first step into the world
to make sense very quickly.
of rum before they begin exploring
“For us, cane spirit is about
more distinctive styles such as wild-
showcasing the character of the cane
fermented cane spirits, Agricole, aged
itself. It’s cleaner, fresher and more
rums or high-ABV single cask releases.
direct than many aged rum styles,
Its versatility, familiarity and easy-
which makes it a great introduction
drinking nature make it an excellent
to cane-based spirits for a lot of
gateway into the broader rum category,”
consumers,” he stated.
he told National Liquor News.
Rum’s moment The cane spirit conversation
For de la Rubia, the overarching
in smaller formats lowers the barrier to first
As Australian distillers explore
message is straightforward. He outlines
purchase and opens up gifting occasions that
sugarcane in its many forms, cane spirits
how rum is a category with real
a 700ml-only range misses.”
are also gaining momentum, shaped
premiumisation potential but currently
in part by how the category is defined
underdelivering against that potential
locally. Because Australian law requires
in most retail environments.
“Having one or two premium expressions
And in many cases, flavour is being used as a recruitment tool, with flavour-led NPD driving new entrants into the category and working particularly well when connected to a recognisable brand platform, says de la Rubia. “The key for retailers is being willing to range new expressions early and give them room to build rate of sale, rather than waiting for confirmed velocity. The brands that win in flavour tend to do so in the first six months of a launch.”
70 | National Liquor News
two years’ maturation before a product
“The
consumers
are
there,
can be labelled rum, producers use ‘cane
the products are there, and the
spirit’ for unaged expressions, creating a
macroeconomic headwinds are gradually
diverse category spanning different raw
easing. The retailers who treat rum as a
materials and production approaches.
genuine premium category – and range
However, for the team at the Eatons
and communicate it accordingly – will be
Hill Hotel’s award-winning bottle shop,
well positioned as the market improves,”
the labelling of cane spirit can confuse
de la Rubia concluded.
■
TRADE BUYER’S GUIDE August-September 2026
Featuring
35
WHISK(E)YS!
Spotlight on
NORTH AMERICAN WHISK(E)Y POWERED BY
Bars&Cocktails
SPIRITS & DISTILLING
North American Whisk(e)y Buyer’s Guide
The art of North American Whisk(e)y
Ross & Squibb Master Distiller Ian Stirsman
Rooted in craftmanship, the category is an established competitor in Australia’s spirits landscape led by consumers seeking authenticity, versatility, and discovery.
North American whisk(e)y has evolved significantly in Australia, moving beyond value-led offerings to a premium category built on authenticity, craftsmanship and discovery. Bourbon is now Australia’s largest glass spirits category, worth $978 million despite declining 0.8 per cent year-on-year, outperforming the broader spirits market, according to Andrew Garrard, Senior Consultant, Liquor & Tobacco at Circana. Consumers are increasingly exploring the category for its diversity, versatility and approachable flavour profiles. A spokesperson from Skrewball Whiskey told National Liquor News that Australia’s attitude towards American whiskey styles broadly reflects demand for diversity, versatility, and mixability. “The category is no longer seen as one-dimensional, but rather as a space for discovery. What’s attractive is innovation – products that feel more accessible, versatile and aligned with contemporary drinking habits. There’s growing interest in whiskies that don’t take themselves too seriously and invite participation rather than expertise. “With approachable flavour profiles, strong brand storytelling, and versatility behind the bar, American whiskey is increasingly seen as both accessible and premium, making it appealing to a broader demographic,” they said. Category Manager of Fine Wine and Spirits at Kent Street Cellars, Jerry Mihalopoulos, says the category has earned a seat at the table as a result. 72 | National Liquor News
North American Whisk(e)y Buyer’s Guide
“It’s right there alongside Scotch and Japanese whiskies. Customers are coming to the table more engaged and knowledgeable than they’ve ever been. The opportunity for retailers is in meeting that curiosity with range depth and genuine product knowledge rather than just stocking the obvious,” he said.
Premium pours, premium opportunities A sustained shift towards premiumisation is reshaping the market for North American whisk(e)y, underpinned by consumers’ willingness to trade up for quality, authenticity and considered drinking occasions. Despite cost-of-living pressures pinching household budgets, Ashleigh Buchner, Brand Manager for Jack Daniel’s says the premiumisation trend remains resilient. “It is moving at a faster pace than what we are seeing globally. Ultimately, it comes down to a deliberate shift in behaviour; Aussies are choosing to drink less, but better. And because shoppers are spending more of their hard earned dollars on premium tiers, they expect much more than just a liquid that goes down easily,” she said. In the past five years that evolution has been driven by a broader consumer shift toward whiskey exploration beyond traditional Scotch says Nick Harris, National Account Manager at Scapegrace Distilling Co. “While Scotch is still respected for its heritage and craftsmanship, younger consumers often perceive the category as more formal. In contrast, American whiskey offers a more approachable and playful identity while still delivering the authenticity, oak influence, warmth, and traditional whiskey cues that consumers value,” he said. The category’s diversity, he added is therefore related to not only value but varying levels of versatility and accessibility. “The category now spans everything from classic Bourbons and rye whiskeys through to flavoured whiskey expressions, creating easier entry points for newer drinkers without losing credibility among enthusiasts.
August-September 2026 | 73
North American Whisk(e)y Buyer’s Guide
“At the same time, American whiskey continues to thrive at the premium end of the market through super-premium and highly allocated limited releases that appeal to collectors and connoisseurs. This ability to operate credibly across multiple occasions, flavour profiles, and price tiers is a key reason the category continues to attract both consumers and the trade today.” Importantly, Managing Director of Proof Drinks Drew Doty reminds the trade that premium-driven growth is about quality over quantity.
Strategic ranging Mihalopoulos’ advice is to create a balanced range, demonstrating the North American diversity and guiding discovery by comparing and contrasting bottles side-by-side.
“Responsible growth matters. The premiumisation of American whiskey means we’re
“High-rye Bourbons sit differently
not trying to drive volume at any price – we want to build considered, sustainable, educated
to wheated expression and having
consumers who drink better, not necessarily more.
both helps customers understand
“That philosophy is consistent with how the best producers in Kentucky and Tennessee approach their craft, and it’s consistent with the obligations we have as distributors in Australia.”
A story in every sip One of the key growth engines of American whiskey has been the ability for producers to communicate the role of provenance with increasingly curious consumers. To explain, Doty likened the current category momentum to Scotch, where education about regions, distilleries, production methods and ageing, combined to tell an authentic story of place.
that American whiskey isn’t just one flavour profile. “It also helps to balance the well-known bottles with a few that feel more interesting or harder to find. That’s usually what gets people exploring. A range should guide a newcomer while giving the consumers with more experience something to come back for.” Jimmy Shore, National Brand
“In my view, provenance and education are the twin engines of premium spirits growth.
Ambassador at The Whisky List,
“For years Single Malt Scotch was niche. The peated character of Islay, the elegance of
agreed that while ranging the staples
Speyside, the coastal salinity of Highland expressions helped consumers begin to feel a
is essential, retailers and bartenders should be open to experimenting with unique expressions to standout. “There are so many quality North American spirits coming into the country now, that it is a great time to be trying what’s out there and making room for them on your shelves. I recommend reviewing how many styles you have and being open to swapping out or adding a few more. Rather than the big names, consider enticing the customer who is looking for something a little premium and craft.” He added: “A common objection I hear is that ‘customers don’t buy it’, but also customers can’t buy what isn’t stocked. With the financial squeeze, many customers are looking to go to the major chains for a bargain, so it opens an opportunity for the independents to move into the quality over quantity space.”
74 | National Liquor News
North American Whisk(e)y Buyer’s Guide
genuine connection to its geography, craft and tradition. That emotional investment is what turns a casual drinker into an advocate, and an advocate into an ambassador. American whiskey is now living through its own version of that story,” he said. In the Australian spirit market, Doty says consumers across the board value craft and authenticity and therefore telling stories of people and place resonates deeply. He says for the trade, it’s about ensuring that the brand story doesn’t get lost between the distillery and the glass. “When a consumer understands that the Bourbon they’re drinking uses a family yeast strain that dates back to the 1930s, or that the water source is uniquely limestone-filtered, that’s not just a talking point, it becomes the reason they choose that bottle,” said Doty. To maintain long-term category success, Mihalopoulos agreed that connection is key. “When you can connect someone to the story behind a bottle, whether that’s distillery heritage, grains used or specific cask programs, it turns curiosity into confidence. That confidence is what builds long-term loyalty rather than a one-off purchase.”
Innovation inspired by craft Beyond heritage, innovation is reshaping American whiskey, creating new opportunities to engage both new consumers and seasoned enthusiasts. Harris says Australia remains a strong long-term opportunity for the category as consumers are increasingly seeking flavour-led and experience-driven spirits. “Limited releases, unique barrel programs, and allocated drops appeal strongly to enthusiasts who enjoy the exclusivity, collectability, and excitement of finding August-September 2026 | 75
North American Whisk(e)y Buyer’s Guide
Education is key A common barrier to entry in the category is a lack of consumer knowledge. “Getting education right is foundational to building the category,” explained Doty. “A confident floor staff member or account manager who can guide a consumer from their comfort zone – say, a Scotch drinker – into the right American whiskey expression based on what they already love, is worth their weight in gold. It converts a one-time purchase into a loyalty journey.” Education also builds consumer confidence as more drinkers move beyond entry-level whiskey which Harris says creates space for exploration and education. “Bartenders and retail staff remain highly influential in this process, with hand selling and recommendations
something rare before it disappears. Where, cask finishes using rare wine barrels, port
continuing to drive trial and
casks, sherry casks, or even alternative agave casks introduce completely new flavour
premiumisation across the category.
dimensions while still retaining authentic whiskey character.
Consumers are far more likely to trade
“These one-off and small-batch releases create conversation, discovery, and anticipation within the whiskey community,” he noted. Flavour-led innovation is also helping bring new consumers into the category. “Flavoured whiskeys and more approachable flavour profiles create an easier entry point for consumers who may find traditional whiskey intimidating or too serious. These products lean into fun, occasion-based drinking while still introducing consumers to whiskey cues like oak, warmth, sweetness, and spice,” explained Harris.
up when someone can confidently explain what makes a whiskey special, why it tastes the way it does, and what justifies the premium price point. Personal recommendations and enthusiasm remain incredibly influential in premium spirits purchasing decisions. “They’re no longer simply purchasing
While Managing Partner of Melbourne’s Goodwater Nate White agrees that innovation
a bottle; they are buying into a story,
is creating intrigue and curiosity, he expects customers in the long-term will embrace
experience, and even a lifestyle or
brands that keep things accessible without compromising on quality.
feeling associated with brands.”
“People are becoming savvier and understand that buzzwords are more or less
Shore agreed that beyond clear
meaningless. Innovation will become less important unless it’s truly groundbreaking. I
communication and storytelling, the
think we will see a return to plain old good whiskey, similar to the return to core range
best way leave a lasting impact is to
seen in craft beer, but a whole new crowd will be drinking it.”
educate through experience.
For Doty, the category’s future will be marked by the people who champion product and place. “People make this industry. The passionate bartenders, the curious retail buyers, the collectors who hunt allocated releases, the newcomers opening their first bottle of Bourbon at dinner – all of them are part of the story we’re building together.” He concluded: “We are still in the beginning of the American whiskey story in Australia. What will determine the shape of that growth is the quality of the relationships we build, between sales team and account, between bartender and consumer.” 76 | National Liquor News
■
“Whether that’s on a sales call, an in-store tasting, or a formal event. Start with the basics of what Bourbon is, and familiarise people with what a mashbill means, how it is made, how is it different to other international whisky. Then branch out from there.”
North American Whisk(e)y Buyer’s Guide
DISCOVER THE FULL RESULTS Sixteen of Australia’s leading whisky specialists came together to blind taste this year’s North American whisk(e)y lineup, uncovering standout bourbons, exceptional ryes and surprising discoveries along the way. The 2026 North American Whisk(e)y Buyer’s Guide brings together the complete results, expert tasting notes and insights into the styles and trends shaping the category.
“North American whiskey is such a rich vein with so many superb iterations. This lineup shows just how varied and elegant the style can be.” – Jim Butcher Scan to download your free Buyer’s Guide.
August-September 2026 | 77
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Casella celebrates a decade of Morris stewardship In July, Casella Family Brands celebrated the 10th anniversary of its acquisition of Morris of Rutherglen Wines. The celebration saw wine media, industry professionals and friends of both wineries gather at the recently renovated Morris Cellar Door in Rutherglen. The celebrations included tastings of current release wines alongside a selection of special wines from the Morris of Rutherglen cellar. Guests also enjoyed a vertical tasting of Durif spanning the 1987, 1992, 2007, 2018 and 2024 vintages, while Muscats from 1994, 1957 and 1928 were a fitting highlight. As well as the wines and food, guests were treated to a fireside chat hosted by Jeni Port. The chat included the next generation of both families, with Frank Casella and Madden Morris joining their fathers John and David respectively. The group shared their stories on how Casella bought the Morris winery after it was put up for sale by Pernod Ricard Winemakers in 2016. John Casella said: “Morris is an Australian icon, and we couldn’t allow it to be lost. And to see where we are today, with the barrels in the cellar, this beautiful cellar door, none of this would have existed. “When it comes to family business, it’s about commitment, it’s about the future, it’s about being responsible to the industry – your growers and your employees. With family companies, it’s not about the bottom line, it’s not about the next quarter, it’s about the future.” The event also included a tour of the Morris distillery, and a display of barrel charring. 78 | National Liquor News
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