National Liquor News November 2025

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Editor’s note

Welcome to the November issue of National Liquor News – and what a month it’s been to celebrate the people, passion and progress driving Australia’s liquor retail industry.

From the Independent Liquor Group’s golden anniversary Family Reunion to the Liquor Marketing Group’s Members Conference in Prague and Munich, Liquor Legends’ Hamilton Island gathering, and Thirsty Camel Victoria’s 50-year milestone, this issue is packed with stories of legacy, leadership and evolution. They’re powerful reminders that while trends come and go, relationships, trust and community remain the heart of our trade.

Being recognised with the 2025 LSA WA Media Award last month was an incredibly proud moment – both personally and professionally. I love this industry, and to be acknowledged for doing what I love is a huge honour. I share this recognition with every retailer and supplier who has opened their doors, shared their insights, and trusted me to tell their stories with integrity.

Our cover story on Jose Cuervo Limonada captures that same spirit – celebrating innovation, authenticity and the bold ideas redefining what Australians are drinking.

As we look ahead to summer, our pages spotlight the categories and conversations shaping retail right now, from the growth of premium mixers and apéritifs, to the continued rise of agave spirits. We also celebrate the next generation of retailers, including REH Liquids’ Charlotte Smith, whose design-led approach is redefining what a bottle shop can be.

Thank you for your continued support throughout 2025. I hope these pages inspire you as we head into the busy festive trading season! And as always, a big thank you to all our contributors, readers and industry partners.

Cheers, Deb

Deb Jackson, Managing Editor 02 8586 6156 djackson@intermedia.com.au

FOOD & BEVERAGE

Tel: 02 9660 2113 Fax: 02 9660 4419

Publisher: Paul Wootton pwootton@intermedia.com.au

Managing Editor: Deb Jackson djackson@intermedia.com.au

Senior Journalist: Molly Nicholas mnicholas@intermedia.com.au

Journalist: Sienna Martyn smartyn@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

Prepress: Tony Willson tony@intermedia.com.au

Production Manager: Jacqui Cooper jacqui@intermedia.com.au

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Prosecco for every occasion

Jose Cuervo Limonada refreshes the category

Jose Cuervo Limonada brings tequila’s vibrant spirit to light, flavour-driven RTDs perfect for summer occasions.

Jose Cuervo, the world’s first and number one tequila brand, is shaking up the RTD landscape once again with the launch of Jose Cuervo Limonada, a bright, citrus-forward blend designed for easy enjoyment and everyday refreshment.

Made with authentic Jose Cuervo Blanco, natural lemon flavours, and a splash of sparkling soda water, Limonada delivers the ultimate balance of lightness and flavour. Each 330ml can sits at five per cent ABV, 1.3 standard drinks, and only 110 calories per serve, offering consumers a better-for-you option that doesn’t compromise on taste or character.

A Proximo Spokesperson said: “Limonada is designed to recruit the next generation of tequila drinkers and trade-up light-spirit drinkers by offering them a familiar lemon flavour but a more flavourful experience.”

As the original tequila brand with more than 250 years of heritage, Jose Cuervo has built its reputation on authenticity, quality, and innovation. That same spirit of exploration now drives its evolution into a new generation of sessionable drinks that are lighter, lower in calories, and ready to crack open on any occasion.

“Tequila is the fastest-growing category in light spirits today,” the spokesperson continued. “Lemon premix variants continue to trend positively; however, consumers are looking for more flavourful options in this space, and tequila offers them that.”

Limonada arrives at the perfect time. As consumers increasingly seek convenience and sociability without sacrificing flavour, the RTD segment continues to thrive – and tequila is leading the charge. The shift toward citrus-based and authentic-tasting spirits has opened the door for tequila to take centre stage.

Jose Cuervo’s latest release captures this momentum, bringing the vibrancy of Mexico to sessionable social moments – from beach picnics and park gatherings to weekend parties and festivals.

Retailers can expect the classic 330ml can format to resonate with both male and female shoppers aged 21 to 30 who are looking for light, refreshing, and flavourful drinks in familiar serves. With a recommended retail price of $27 per four-pack, it delivers strong value and a compelling proposition onshelf – particularly as the warmer months approach.

Beyond its consumer appeal, Limonada represents an opportunity for the trade to capitalise on one of the strongest growth trends in liquor. As white spirits plateau, tequila and agave continue to surge, driven by its versatility across cocktails, premium sipping serves, and now RTDs.

Jose Cuervo Limonada is poised to be the drink of summer, expanding tequila’s reach and refreshing the RTD shelf with genuine Mexican energy.

Retailers and venue operators are encouraged to contact their local Proximo Spirits representative for more details on ranging Jose Cuervo Limonada. ■

“Limonada is designed to recruit the next generation of tequila drinkers and trade-up light-spirit drinkers by offering them a familiar lemon flavour but a more flavourful experience.”

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Retail unfiltered with… Charlotte Smith

Meet the 21-year-old redefining Melbourne’s bottle shop culture with a female-led, designfocused, community-driven retail space.

Retail unfiltered dives behind the counter to uncover the real people of Australia’s liquor retail industry. In this issue we meet Charlotte Smith, the founder of REH Liquids, which is aiming to shake up Australia’s drinks scene with a fresh, design-led approach that is part bottle shop, part cultural hub.

Since setting up their first physical store on Smith Street at Fitzroy in Melbourne’s inner city last year, what sets REH Liquids apart is not just what’s on the shelves, but who’s behind the counter.

The brand is proudly female-founded and mother–daughter led, resulting in a dynamic that’s been key to its identity and connection with the community.

“Running a business with my mum, Joelene (Dight-Smith), has been the hardest and best thing I’ve ever done,” Smith said.

“We’re complete opposites – she’s numbers and I’m brand – but somehow that chaos works.

“She keeps me grounded when I want to blow everything up and start again, and I pull her into the creative world when she’d rather stay behind the counter.”

Starting as an experiment

REH was born out of frustration because Smith experienced every bottle shop the same way, with rows of beer, little sense of curation and nothing that spoke to women or younger drinkers who care about design.

“I’ve always been obsessed with design and architecture, especially spaces that feel intentional,” Smith said.

“I just couldn’t shake the idea that there had to be a better way to experience drinks.

“I wanted to build something that reflected the way women actually drink and connect, something design-led, inclusive, and distinctly modern.”

Smith, despite being just 21, has

forged a new approach to retail that offers customers a warmer, more welcoming atmosphere, blending music and a sense of belonging, compared to the traditionally transactional nature of bottle shops.

“REH has always been about more than selling drinks, it’s about connection and giving people something to feel,” she said.

“We do free tastings every weekend, creative collabs with local brands, fashion events, DJ nights – you name it.

“It’s not about getting drunk, it’s about celebrating how people gather, socialise and express themselves. I want people to walk in and think, ‘wait, this is a bottle shop?’”

REH has quickly gained a reputation as a space where art, design and service of Australian made products intersect, which provides a very different experience to the traditional liquor store model.

With curation central to the store’s ethos, every brand is personally tastetested, not just by the owners, but by a newly formed VIP customer group.

“I look for story and intentional founders who give a damn about what they’re creating, not just slapping a label on,” Smith said.

“I want a bottle to look as good on a dinner table as it tastes in a glass, if it feels authentic and well-made, it might earn its spot.”

As part of the whole experience instore, Smith’s focus on women – both as customers and as creators – is deeply embedded in the store’s DNA.

“Women especially have responded in a way I didn’t expect, they linger, they chat, they ask questions, we become friends,” she said.

“They finally feel like a bottle shop gets them.”

Many of the suppliers are female

founders who have built their brands from the ground up, usually without big investors, without a team, just a vision.

As for what’s flying off the shelves right now, readyto-drink cocktails lead the charge with 20-somethings, particularly locally made Cosmopolitans and Margaritas that Smith says, “look cute in the fridge”.

Non-alcoholic options are also booming with customers in their 30s, with Polka’s Botanical Spirit and Tula proving especially popular.

The emotional connection to the space is something the team hadn’t fully anticipated either but that doesn’t mean it has all been smooth sailing.

“It’s not just our business anymore, it’s created a family and every time someone tells me they brought their friends here ‘just to show them’, I melt,” Smith said.

“The biggest challenge has been cash flow and the constant juggle of wearing 10 hats, but those moments make the chaos worth it.”

Moving from convenience to curation

Looking to the future, the management sees a clear shift in what customers are seeking, moving slowly away from the convenience of wanting to get a drink at a local venue to curation of an experience which tells a story and aligns with their values.

Design-led drinks, sustainability and storytelling are all set to play a bigger role in the way Australians shop and drink over the next few years and REH Liquids aims to be right at the centre of that evolution.

“I want REH to be the go-to destination for Australian-made drinks, a place people mention in the same sentence as their favourite restaurant or gallery,” Smith said.

“For me personally, it’s about building something that lasts without losing its edge and I want to stay creative, keep the store independent and keep surprising people with what a bottle shop can be.”

At the end of a long day, Smith’s go-to drink is a classic Cosmopolitan or a glass of chilled red, a fitting choice for someone reshaping what a bottle shop can mean to a new generation of drinkers.

“REH was built from scratch, bootstrapped with a lot of heart and not much else,” Smith said.

“It’s proof that young women can change the way things are done, even in an old-school industry.”

And with a growing following, a clear vision and shelves full of story-driven drinks, REH Liquids is well on its way to doing just that. ■

“REH has always been about more than selling drinks, it’s about connection and giving people something to feel.”

Charlotte Smith

What does it take to be Metropolitan Retailer of the Year?

With a focus on quality, value and connection, DeVine Cellars’ Managing Director Ross Tamburri reflects on the teamwork and passion that has helped the store carve out a meaningful place within the community.

Recognised for its commitment to quality and customer experience, Inglewood’s DeVine Cellars has been awarded the title of Metropolitan Retailer of the Year at the 2025 Liquor Stores Association of Western Australia (LSA WA) Awards.

This is not a first for the store that has taken home more than six major LSA WA awards in its 27-year history.

Managing Director Ross Tamburri said this year’s award has been especially humbling and an honour for the whole team.

“We’ve been in the industry for a long time, so we’re all very proud of what we have been able to achieve. Our team works so hard and it’s great for that to be recognised by our peers, industry members and our community,” he told National Liquor News.

Despite the challenges of the liquor retail environment over the past 12 months, Tamburri said the award win is a result of the team’s holistic focus on service and community.

“It’s in everything we do from our relationships with the liquor industry representatives, how we present our stores, our product range, our community participation and our focus on responsible service of alcohol.

“We’re trying to be leaders in the industry rather than followers so that means we’re really engaged in looking after our community and all while offering great products. Drinks are something to be enjoyed so I think that’s encompassing in everything we strive for,” he said.

Building a range that excites

For Tamburri a key thing that sets DeVine Cellars apart is the diverse, balanced and dynamic range of products available in-store.

“As soon as customers walk in, they are blown away by our range and how it’s presented. In my opinion, I think we have one of the most dynamic stores in the industry. We’ve even had international guests say they’ve never seen anything like it.

“Our aim is balance. That means we have top end wines in a devoted cellar along with local, interstate and international wines of all prices. Our beer and spirit categories are well covered too. What sets us apart is that those choices are always changing, we’re happy to adapt to what the community asks for –whether that’s something they’re keen to try or they discovered in a restaurant or overseas but want to enjoy at home,” he continued.

“We’re trying to be leaders in the industry rather than followers so that means we’re really engaged in looking after our community and offering great products.”

Ross Tamburri

Adaptability is something Tamburri emphasised has helped the business to stay relevant. And although that is no easy feat, its teamwork that makes it possible.

“It’s not just one person out there looking at products but all of us play our part. We’ve got a purchasing officer, but then the whole team, including, the directors and even the casual staff, they all get a chance to try a product, and say yes, we like this product or no we don’t. To us, it’s important to believe in the product and see how it fits the bigger picture.

“Having a team that backs you up really gives you an edge. It also helps us make decisions a lot quicker. If someone requests a product this week, we can have it on the shelf the next,” he said.

With 15 staff members across two stores, Tamburri said the team’s enthusiasm for the liquor industry continues to have a positive impact on the business overall.

“We really push our team, and it still amazes us that they just genuinely love working for us. They love being here and it makes a difference. I think you can train people to do anything, but it’s hard to train passion. So, when our people enjoy doing what they do, it gives us the ability to achieve more.”

Community trust

After 27 years, Tamburri said DeVine Cellars' success has also been a result of the team’s ability to build community relationships through trust and consistency.

“It’s taken a lot of a lot of time to develop trust with our customers. They believe in what we do, what we say and offer. We’ve also established integrity. People in Perth know our name but that has taken time and patience to develop.”

Tamburri said it is this approach that has created a space that allows engaged and enthusiastic shoppers to explore.

“They come through and ask questions, we guide them, and they love it. We share our knowledge of food pairings or travel, and it lets people know we are approachable. We’ve got Italian heritage too, so food and wine keep us excited.

“Weaving those experiences into service is an instant way of connecting with customers. It strengthens our business because when you can relate to customers, they can relate to you, and it brings happiness to life,” he added.

With more than 3,500 Instagram followers, Tamburri says the use of social media has been an important part of the store’s marketing strategy and an extension of its service style.

“We’re engaging the local and interstate markets online, which is amazing. Our younger team is leading on content and it’s excellent. It makes things fun, brings new people in-store and shows that things don’t always have to be so serious.”

One of the most challenging parts of the industry is customer loyalty, and with many drinkers focused on value, DeVine Cellars remains focused on service and product loyalty.

“There’s a lot of competitors, but we maintain such a great range that people know they might only be able to find what they want with us. We also focus on fair pricing and specials in-store to go along with quality customer service. I think together it keeps people coming to see us.”

Looking ahead, Tamburri said the goal for DeVine Cellars is to maintain the standards already set.

“It’s just continuing to build upon our foundations and being at the front of the industry because it’s always changing, so we are always striving to be relevant.” ■

30 years of excellence celebrated at LSA WA Liquor Industry Awards

Con’s Liquor Geraldton was named WA Liquor Store of the Year at a milestone event honouring community, innovation and leadership.

Western Australia’s independent liquor retail community came together in Perth to celebrate three decades of industry excellence at the 30th annual Liquor Stores Association of Western Australia (LSA WA) Liquor Industry Awards, proudly presented by Lion at the Pan Pacific Hotel.

More than 300 guests attended the milestone event, which recognised outstanding performance, innovation, and the vital contribution local liquor stores make to their communities.

Con’s Liquor Geraldton takes top honours

The evening’s highest accolade went to Con’s Liquor Geraldton, which claimed both Regional Liquor Store of the Year and the overall WA Liquor Store of the Year titles. The double win recognised the store’s exceptional community engagement, strong business performance, and unwavering commitment to service.

In the metropolitan category, DeVine Cellars, Inglewood, Inglewood was named Metropolitan Liquor Store of the Year, highlighting its focus on quality, customer experience, and innovation in the Perth retail landscape.

Reflecting on the event’s legacy, LSA WA CEO Peter Peck said the 30th anniversary represented more than just a milestone.

“This year marks three decades of recognising the passion, hard work and

resilience that defines our members,” Peck said. “Every finalist and winner represents the best of small business and community spirit in Western Australia’s retail liquor sector.”

He added that the independent model remains the beating heart of Western Australia’s liquor trade.

“Our stores are pillars of their communities – they employ locals, support local events, and are at the frontline of responsible retailing. It’s a privilege to celebrate their contribution.”

The significance of the independent sector was reinforced by Racing and Gaming Minister Paul Papalia, who applauded the industry’s role in supporting local jobs and promoting safe, responsible retail environments.

“These stores are more than just places to buy a bottle of wine or beer – they’re part of our local fabric, employing locals and giving back to their communities,” he said.

Lou Spagnolo awarded Life Membership

One of the most emotional moments of the evening came with the presentation of Life Membership to Lou Spagnolo, owner of Liquor Barons Carlisle and the longestserving President of LSA WA.

Spagnolo’s leadership has shaped Western Australia’s independent retail landscape for more than 15 years. Presenting the honour, Peck said the award recognised an individual whose influence and integrity had strengthened the industry for decades.

“We’re here to thank someone who has gone above and beyond for this association and for the greater industry,” Peck said. “The person we are honouring tonight can only be described as visionary, diplomatic, hardworking and selfless.”

Peck noted that Spagnolo’s courage was pivotal in securing LSA WA’s independence from the national body – a decision that empowered the association to stand firmly for independents.

“It took enormous courage to say no to the chains and stand firm for the independents,” he said. “Thanks to Lou’s leadership, we now have a healthy, sustainable industry that benefits everyone in the room.”

He also praised Spagnolo’s calm leadership during the uncertainty of COVID-19, which ensured the retail liquor sector was recognised as an essential service.

Speaking to National Liquor News , Spagnolo said he was humbled to receive such recognition from his peers.

“After so many years in an industry I’m passionate about, it’s both an honour and a privilege,” he said.

Reflecting on his presidency, Spagnolo said advocacy and unity had been central to his approach.

“There have been many achievements, but what stands out most is helping to give independents a stronger voice in the regulatory and political space,” he said.

Although stepping back from formal

leadership, Spagnolo said he remains committed to supporting the next generation.

He said: “I believe in the importance of industry unity, and I’ll continue to champion the value of independent, locally-owned businesses.”

Looking to the future, he said independents must keep evolving with their customers.

“Consumer expectations are shifting rapidly toward more personalised service and specialised products,” he said. “Independents will need to keep innovating, investing in staff training, and embracing technology to stay ahead.”

Victoria Williams named Employee of the Year

The Employee of the Year award went to Victoria Williams from Greenfields Liquor Store, recognised for her exceptional leadership, customer care, and dedication to her local community.

Reflecting on her win, Williams said it came as an unexpected but deeply meaningful surprise.

“It’s been really lovely to be recognised,” she said.

With nearly three decades in the industry, Williams began her career at 18 and has spent the past six years transforming Greenfields into a thriving independent store.

“Working for an independent liquor store over the last six years has been brilliant compared to my 15 years working for a big corporation,” she said. “Being independent, we have the time to get to know our customers well, which allows us to listen to what they really want.”

Williams said the key to success lies in relationships built over time, saying: “We take the time to acknowledge our customers. A lot of our 3,000+ customers per week we know by name – we know what they drink, we speak with them about their families, pets, holidays, their jobs.”

She continued: “Look after your customers and they will look after you.”

Rounding out the major awards, the Community Service Award went to WA Police, recognised for its innovation in online retail theft reporting, which is improving collaboration and safety across the state.

As the LSA WA Liquor Industry Awards celebrated its 30th year, the evening stood as a tribute to the people, partnerships and purpose that continue to drive Western Australia’s independent liquor industry forward. ■

The 2025 LSA WA Liquor Industry Award Winners

Life Member Award: Lou Spagnolo

Media Award:

Deborah Jackson, National Liquor News

Wine Sales Representative of the Year: Dianne Petrich – Brown Family Wine Group Spirit & RTD

Sales Representative of the Year: Dani Britz, Diageo

Beer Sales Representative of the Year: Andrew Bayley, Coopers

Corporate Wine Supplier of the Year:

Vinarchy and Samuel Smith & Sons

Corporate Spirit & RTD Supplier of the Year: Diageo

Corporate Beer Supplier of the Year: Good Drinks

Employee of the Year:

Victoria Williams, Greenfields Liquor Store

Community Service Award: Mark Twamley, WA Police

Metropolitan Liquor Store of the Year: De Vine Cellars, Inglewood

Regional Liquor Store of the Year:

Con’s Liquor, Geraldton

Overall Liquor Store of the Year: Con’s Liquor, Geraldton

Deb Jackson honoured with LSA WA Media Award

National Liquor News Managing Editor Deb Jackson recognised for excellence in liquor industry journalism at the LSA WA Awards.

National Liquor News Managing Editor Deborah Jackson has been named the recipient of the 2025 Liquor Stores Association of Western Australia (LSA WA) Media Award, proudly sponsored by Lion.

The award was presented at the annual Liquor Industry Awards in Perth, celebrating Deb’s long-standing contribution to fair, factual, and people-centred reporting across the Australian liquor retail sector.

Peter Peck, CEO of the LSA WA, said Deb’s work continues to elevate the standard of industry journalism.

“Deb’s writing consistently reflects a thoughtful understanding of the broader social responsibility that comes with the industry,” said Peck. “She has championed positive conversations around harm minimisation, innovation, and leadership – including her coverage of the Banned Drinkers Register and her thoughtful reporting on industry reform and advocacy through leaders like the LSA WA’s own Steve Nicoloff and Lou Spagnolo.

“What distinguishes Deb’s journalism is her capacity to humanise the business of liquor retailing. She finds the people behind the brands – the local operators, the cooperatives, the family businesses – and tells their stories with empathy, accuracy, and respect.

“In recognising Deborah Jackson with the 2025 LSA WA Media Award, we celebrate a journalist who exemplifies the best of industry reporting – fair, factual, and fiercely committed to telling the stories that matter.”

Deb, who joined The Intermedia Group in 2015 as Editor of National Liquor News

“Winning

this award is such an incredible honour…

As Managing Editor of National Liquor News, I’ve had the privilege of writing about and working with independent liquor retailers for more than a decade. In that time, I’ve seen firsthand the passion, resilience, and innovation that make this industry so special.”

Deb Jackson

and Deputy Editor of The Shout, has since worked across several of the publisher’s key liquor and retail trade titles, including Beer & Brewer and New Zealand’s World of Wine

Following two years as Associate Publisher of Convenience & Impulse Retailing and Pet

Industry News, she returned in 2024 to her home turf in liquor as Managing Editor of National Liquor News, marking more than a decade dedicated to trade media within retail and liquor.

Reflecting on the recognition, Deb said the award was both humbling and deeply meaningful.

“Winning this award is such an incredible honour,” she said. “As Managing Editor of National Liquor News, I’ve had the privilege of writing about and working with independent liquor retailers for more than a decade. In that time, I’ve seen firsthand the passion, resilience, and innovation that make this industry so special.

“National Liquor News has always had one purpose: to help independent liquor retailers run successful businesses. But more than that, we aim to celebrate the people behind the stores – the ones who know their customers by name, who champion local products, and who keep communities connected through great hospitality.

“To Peter Peck and the LSA team, it’s always been a pleasure to work alongside you, and I’m so grateful and humbled by this award.

“And to all of the retailers that I’ve written about over the years, thank you for sharing your stories with me and letting me be a small part of your journey.”

The LSA WA Media Award celebrates outstanding journalism that promotes integrity, balance, and understanding within the liquor industry – values that have defined Deb’s editorial approach throughout her career. ■

GREAT TASTE ZERO CARB *

*<0.5g Carbohydrates.

ILG celebrates 50 years of family, growth and future ambition

ILG marks 50 years with record results, new leadership, national growth and a milestone Family Reunion celebration.

Independent Liquor Group (ILG) marked its golden anniversary with a recordbreaking Family Reunion and Gala Dinner in Sydney, celebrating five decades of cooperative success, growth and innovation.

From 20–22 October, more than 720 members, suppliers and partners gathered across three days of events at the W Hotel, Luna Park and the ICC Sydney – the largest attendance in ILG’s history – to reflect on the cooperative’s remarkable journey and look ahead to an ambitious national future.

A milestone year of performance and progress

The celebrations capped a defining year for ILG, with the cooperative reporting solid financial results, the election of new directors to the Board, and progress on major strategic investments.

At the Annual General Meeting, members elected Tracy Hatch (Wellshot Hotel), Ripple

Parekh (Parekh Retail), Robert McGhee (Hillside Hotel), Shaughn Murphy (Lucky Star Tavern) and Doug Dalley (MacKay Northern Beaches Bowls Club), strengthening the Board with new voices from across the on- and off-premise sectors.

Chairman Damien Bottero reported that group sales revenue had climbed to $530 million, with $14.7 million returned to members in cash and non-cash rewards. While the Group recorded a modest profit, Bottero said the approach was deliberate and forward focused.

“Management has adopted a longterm approach designed to strengthen working capital and fund opportunities for sustainable growth,” Bottero said.

Among the year’s major milestones is the near completion of ILG’s new Swanbank facility in Queensland, which will deliver greater efficiency and capacity once it transitions from the Brisbane warehouse.

The Group also achieved full cyber security certification, reinforcing its commitment to operational resilience and member trust.

Building for the next generation

In his address to members, CEO Paul Esposito outlined ILG’s clear vision for the future.

“Our purpose is clear – to grow sustainably, build a strong member culture, and position ILG for the next generation,” Esposito said. “We may not have the resources to expand rapidly, but national reach is part of our future.”

ILG’s net assets now total $27.2 million, with investments focused on technology, e-commerce, and infrastructure. The Swanbank site is leased with an option to buy, giving the Group strategic flexibility for future growth.

Key FY24 investments included $1.5 million in signage, $1.2 million in

e-commerce and marketing systems, and $1.3 million in capital and ERP projects, all designed to modernise operations and deliver member value.

The Group welcomed 280 new members and grew its retail banners by three per cent, while Victoria saw standout performance with 14.2 per cent sales growth. ILG’s sights are now set on reaching $575 million revenue in FY26 and achieving $1 billion in sales within five years.

Category performance and market insights

Across liquor categories, ILG’s performance reflected resilience and opportunity. Spirits grew 12 per cent, RTDs tracked in line with market growth, and wine once again outperformed the broader market. While cider has struggled, it showed improvement in the most recent quarter.

Freight subsidies of $1.4 million ensured regional members remained competitive, while $19 million in total member benefits reinforced ILG’s commitment to returning value where it matters most – to its members.

From a trading perspective, Esposito said ILG’s future growth will come from smarter operations and stronger engagement.

“We’re building a smarter, more efficient business,” he said. “From e-commerce to logistics, every improvement is about delivering greater value to our members and ensuring ILG’s long-term strength.”

Through the ILG Foundation, the cooperative also raised $42,684 to the end of June, continuing its legacy of community giving.

Celebrating success, people and purpose

The 50th anniversary Family Reunion

celebrations combined business sessions, brand showcases and social events that captured the cooperative spirit ILG was founded on.

Esposito said the milestone was less about looking back and more about honouring the people who make ILG what it is today.

“The celebration isn’t about the past –it’s about the people, the memories, and the moments that have defined our path,” Esposito said. “Let’s walk down memory lane, reminiscing on the challenges we’ve overcome and the milestones we’ve achieved together. Thank you for your unwavering commitment and your dedication to the ILG Family. Here’s to 50 years – and to the future we will continue to build together.”

The Brands Conference provided a detailed look at category and banner performance, future retail trends and innovation opportunities.

In national trading data, New South Wales recorded growth in both value and volume, while Queensland’s revenue rose despite a slight volume dip following a large acquisition. Victoria continued its impressive trajectory, achieving 14 per cent value growth and 9.8 per cent volume growth, with further expansion planned once the Swanbank facility comes online.

ILG’s banner network remains a core pillar of its cooperative strength, with Super Cellars reporting a 4.3 per cent revenue increase nationally, Bottler growing 0.8 per cent, and Fleet Street up 2.1 per cent. Bottler’s performance in Victoria was particularly strong, rising 31.15 per cent in revenue.

Fleet Street now comprises 35 stores, Super Cellars 346, and Bottler 401, underlining ILG’s footprint across both metro and regional areas.

E-commerce has emerged as ILG’s number one marketing and operational priority, with integration through

ILG by the numbers

• $530 million in total group revenue (up 1.09 per cent YoY)

• $14.7 million returned in member benefits

• 280 new members welcomed

• $1.5 million invested in signage upgrades

• $1.2 million invested in e-commerce and marketing

• $1.3 million invested in ERP and capital projects

• $42,684 raised through the ILG Foundation

• 1.4 million in freight subsidies

Myfoodlink allowing members to populate online inventories directly from POS systems. Participation has doubled in the past year, with total online orders up 228 per cent to more than 274,000, delivering $15.2 million in turnover.

The enhanced digital ecosystem now includes Afterpay, Google Pay, and Apple Pay, as well as the Instant Rewards Program and ILG Plus, which integrates directly with Meta to deliver live, trackable promotions through members’ Facebook pages.

Category sessions at the Brands Conference highlighted opportunities across ILG’s core liquor pillars.

In beer, easy-drinking and classic styles dominated, with 30-packs driving growth and cans accounting for more than half of total volume. Exclusive activations, such as the Carlsberg Christmas promotion and 4 Pines Japan campaign, generated strong engagement, while upcoming member incentives – including a USA trip for four members tied to the 2025 Christmas campaign – are set to keep momentum high.

Within spirits, lighter and easier-drinking styles such as apéritifs and tequila are driving growth, while gin’s earlier decline has begun to plateau. There’s strong demand for value products and large formats, but super-premium segments are also gaining traction. ILG is encouraging members to leverage impulse displays, bundling, and seasonal gifting to drive incremental sales.

RTD growth remains fuelled by high-ABV innovations and new flavour extensions, with Millennial and Gen Z consumers now accounting for 72 per cent of indie liquor shoppers. ILG is helping members optimise ranges, reduce slower lines like seltzers, and spotlight high-performing innovations through digital and in-store activation.

In wine, lighter styles and sparkling continue to outperform, led by Pinot Noir, Grenache, Pinot Grigio and Prosecco. Champagne has rebounded strongly, up 60 per cent MAT, and cask wine is finally returning to growth. ILG’s soon-to-launch Premium Program will include curated wine and spirits, masterclasses, events and content designed to engage higher-spending consumers.

As ILG looks to its next 50 years, its message is clear: sustainable growth, innovation, and cooperation will remain at the heart of everything it does.

Bottero summed it up best: “ILG was founded on the belief that independents are stronger together. Fifty years on, that philosophy continues to drive everything we do – supporting our members, investing in our future, and celebrating the shared success of this incredible network.” ■

2025 Business Brilliance Award Winners

Major Supplier of the Year (Overall): Vinarchy

Beer: Coopers Brewery

Wine: Vinarchy

Spirits: Pernod Ricard

RTD: Diageo

Minor Supplier of the Year (Overall): Penfolds

Beer: Good Drinks Australia

Wine: Penfolds

Spirits: Vanguard

RTD: Vok Beverages

Member Winners:

NSW/VIC Bottle Shop: West Sunshine Drive In Liquor

NSW Hotel: Harrigan’s Cameron Park

NSW Club: St George Motor Boat Club

NSW Group: Kent Walker Group

QLD Bottle Shop: Shafston Hotel

QLD Hotel: Central Hotel Cloncurry

QLD Club: Burleigh Bears Rugby Leagues Club

QLD Group: Central Queensland Hotel Group

BUILT ON LEGACY

Trends come and go. Markets shift. But some things never changeIt’s about relationships that last, quality that endures, and a reputation you can trust!

There’s more in store: LMG Members Conference 2025

From boardroom insights to Bavarian beer halls, LMG’s 2025 Members Conference combined strategic vision with cultural immersion, celebrating a record year and mapping out the next phase of growth for Australia’s largest independent retail liquor group, writes Paul Wootton.

The 2025 LMG Members Conference began in the heart of Europe, where 350 delegates from across Australia gathered in the fairytale city of Prague. Beneath its spired skyline and cobblestone streets, LMG set out an ambitious agenda: to build on its strong market performance, strengthen its digital edge, and reaffirm the unity of the independent sector.

CEO Gavin Saunders opened the conference with a message of confidence and challenge.

“We are going to be a much bigger, much better business,” he told delegates. “We have so many more opportunities. I think we’re an incredible business, but I also think we can be better. And we’ve got the platforms to do so.”

Saunders revealed that one in every $11 spent in Australian retail liquor now flows through LMG stores – a figure that underlines the group’s scale and momentum. Over the past four years, LMG’s likefor-like growth has outpaced both Coles and Endeavour (a difference of +8.6 per cent and +12.6 per cent respectively). The group’s top 150 stores are growing at 11.4 per cent, while the next 150 are growing at 6.9 per cent, both well ahead of the market.

“Performance, at the end of the day, is shoppers coming into your store,” Saunders said. “We’re performing better than our opposition. We’re confident that our platform is exceptional and the support we put behind it is exceptional. But our role is to challenge our members too. We want you to be bigger, we want you to be better.”

A platform for growth

Saunders said the group’s success was underpinned by three simple but powerful goals:

1. Grow member sales and profitability.

2. Create brands and promotions that drive retail sales; and

3. Enhance retail stores, platforms and insights to make retailing easier and more effective.

“Consumer reach is core for us,” he emphasised. “To fuel reach, pricing and ranging are key.”

He announced LMG would double its pricing investment this year, supporting sharper value and stronger margins for members.

Just as importantly, the group will continue to invest in the in-store experience, reinforcing Saunders’ belief that “brand is what you experience as well as what you tell people”.

He explained: “We’ve got to make sure the experience in the retail store is of the quality we expect.”

Digital transformation and loyalty leadership

For Damien Page, LMG’s General Manager – Merchandise and Marketing, the future is digital, and it’s already here.

“Failure to invest in your digital future is the path to failure,” he warned. “Shoppers have changed. Sixty per cent of people shopping in-store are doing some form of research online first, checking prices, promotions, or even just stock availability. Your digital presence is your shopfront.”

“Failure to invest in your digital future is the path to failure.”

Damien Page, LMG

LMG’s investment in digital infrastructure continues to pay off. In the past 12 months, the group’s online platform attracted one million more unique visitors, a 32 per cent increase, the equivalent of around 7,000 extra potential customers per store.

Page described the group’s loyalty platform as its most powerful differentiator.

“The Achilles’ heel of independents has always been connection. Loyalty solves that,” he said. “It’s not just about recruitment; it has to be valued by the shopper. Shoppers have to be integrated with our platform and using it. That’s the difference between us and the chains.”

Innovation driving growth

LMG’s success is also being fuelled by innovation. Eight per cent of all LMG sales now come from products that didn’t exist three years ago, yet those products account for about 40 per cent of total growth.

“People are looking for new news,” Page said. “Whether that’s 10-packs of beer, premium spirits or new formats, our programs are designed to bring those innovations to shoppers, and they’re working.”

To stay ahead, he said, LMG’s strategy was built on long-term thinking rather than short-term gimmicks.

“Everything we invest in has to be sustainable. Short-term programs don’t last. Our goal is to give members the tools and insights to compete, and to grow sales and profitability.”

Page closed his session with a simple mantra that captured the spirit of the conference: “We just want to make sure we are better than yesterday. Get one more shopper, one more visit, one more sale. That’s how we grow.”

Supplier insights:

Innovation, recruitment and range discipline

While LMG leaders set the strategic tone, the supplier sessions gave delegates a broader view of changing consumer behaviour across beer, wine and spirits.

Brad Madigan, Vice President and Managing Director ANZ at Brown-Forman, described a liquor market in flux, where moderation and indulgence coexist.

“On the one hand we’re seeing moderation, wellbeing and zero sugar growing strongly. On the other hand, eight to nine per cent ABV dark RTDs are among the fastest-growing segments,” he said.

Cost-of-living pressures are influencing how people drink, leading to growth in smaller formats such as 250ml cans.

“We’ve got a responsibility to try new things,” Madigan said. “We’re not always going to be right. You’re going to see more products come and go. They might have a two-year life cycle, as the younger generations move through drinks faster than ever before. What they’re drinking this year, they might have moved on from next year.”

Madigan also spoke about the ongoing importance of recruiting new consumers, describing the process as a “leaky bucket” that must constantly be refilled.

“There are two ways to grow a brand: get more people drinking it, or get the people you’ve got drinking more,” he said. “Recruitment is continuous.”

Beer: Balancing core and innovation

Kerry Appathurai, Sales Director at Lion, said beer remains one of the most dynamic and competitive categories, but it is being reshaped by consumer trends that value moderation, variety and quality.

“Australia is now the biggest market for midstrength in the world,” she said, noting the continuing shift toward sessionable, lower-ABV beers. At the same time, Guinness has enjoyed a major resurgence, up 70 per cent MAT, thanks to renewed interest in classic brands and the success of the sponsorship of the recent Lions rugby tour.

For Lion, success lies in understanding what shoppers want next – and staying agile.

he said. “There’s a big risk in wine, so we’re working hard to understand which brand vehicles can drive innovation with relevance.”

For wine, that means a focus on lifestyle positioning, adding sparkling wines to ranges that are already successful, and exclusive launches into the independent sector such as Y Series Prosecco.

“If we can innovate, recruit, and be brave about the choices we make, there’s enormous opportunity ahead.”

Brad Madigan, Brown-Forman

“If it’s about recruitment, we need to keep people excited. We need to understand what the next trend is, get ahead of it, and execute well. That’s the hardest part, but we’re getting better at it.”

Appathurai also echoed the need for range discipline.

“There are still stores where I see bays and bays of beers, probably more from the craft portfolio, where we need to ask how much of this is actually selling. We need to be brave and decide what craft products we don’t need anymore, and how we allocate the space to the right categories.”

She added: “The challenge is balancing the big brands consumers love and trust today with the ones of tomorrow. It’s about defining the core that delivers results and ensuring a continuous flow of innovation to excite shoppers.”

Wine: Small steps, big picture

From the world of wine, Ty Menzies, Executive Director – Sales ANZ at Samuel Smith & Son, outlined the particular challenges of innovation in a category where product development cycles can stretch over years rather than months.

“We don’t have the good fortune of bringing new products to market as quickly as other categories,”

“It’s about small steps,” he said. “So lighter, fresher styles, promoting chilled reds, and sparkling extensions. We want innovation that shifts perceptions, and marketing that goes beyond just varietals and food matching.”

The goal, he added, is to make innovation meaningful and measured.

“Small steps matter. It’s about moving quickly where we can, but making sure that when innovation lands, it’s relevant and helps grow the category overall.”

The common thread: Bravery and balance

Across every presentation, one message resonated: growth in a volatile market demands both courage and focus.

The consensus was that independents, backed by the LMG platform, are well placed to lead the next phase of category growth, provided they remain nimble, adapt and keep recruiting.

“The market is moving fast, and the best operators are moving fast with it,” Madigan concluded. “If we can innovate, recruit, and be brave about the choices we make, there’s enormous opportunity ahead.”

From Prague to Munich: Culture, connection and celebration

When the business sessions wrapped up, the

“Australia is now the biggest market for mid-strength beer in the world.”

Kerry Appathurai, Lion

conference shifted from strategy to sightseeing, and from data to dancing.

The setting could not have been more spectacular. Prague, the ‘City of a Hundred Spires’, offered a perfect backdrop for reconnecting after another year of record growth. Delegates explored the Old Town Square, wandered across Charles Bridge, and toured the magnificent Prague Castle complex, the largest in the world.

Evenings were spent sampling the Czech Republic’s proud brewing tradition, with Pilsner Urquell, Staropramen and Budweiser Budvar flowing freely, complemented by local wines and traditional dishes such as roast suckling pig.

LMG’s welcome reception at the Art Nouveau cellar restaurant beneath Prague’s Municipal House set the tone for the week: warm, communal, and celebratory. There was live music, folk dancing, and a buffet that reflected the city’s mix of history and hospitality.

After three days of business sessions and exploration, the conference moved south to Germany, and into an entirely different kind of cultural experience.

Oktoberfest finale

In Munich, delegates swapped their usual attire for lederhosen and dirndls as the conference culminated at the world’s biggest beer festival: Oktoberfest.

The event took place in the Wildstuben tent, one of the festival’s most traditional venues, known for its rustic timber interiors, exceptional food and convivial atmosphere. Delegates enjoyed Bavarian favourites such as roast pork, Wiener schnitzel and pretzels, washed down with Oktoberfestbier, brewed exclusively by Munich’s six historic breweries, each around six per cent ABV and served in one-litre steins.

Every year, more than six million litres of beer are poured during Oktoberfest, which has been running since 1810, when it began as a celebration of Crown Prince Ludwig’s marriage.

As the music played and the crowd swayed, delegates toasted a successful week, a mix of hard-earned insight and shared enjoyment that reflects the unique spirit of LMG. ■

Oktoberfest Fun Facts

Founded: 1810 to celebrate the wedding of Crown Prince Ludwig and Princess Therese of Bavaria

Duration: 16 to 18 days, running from late September to early October each year

Beer: Only six Munich breweries may produce official Oktoberfestbier

Strength of beer: Around six per cent ABV

Consumption: More than seven million litres poured annually

Servings: Every beer is served in a one-litre glass stein

Food favourites: Pretzels, roast pork, sausages, and half roast chickens (Hendl)

Attendance: Roughly six million visitors each year

United Innkeeper celebrates 50 years of mateship and milestones

United Innkeeper, the group that ultimately formed the Thirsty Camel bottle shop banner, has marked its 50-year milestone.

United Innkeeper celebrated its 50th anniversary with a special event in Melbourne last month, attended by 230 people including founding members, past board representatives, suppliers, and partners.

The association, established in 1974, went on to form the Thirsty Camel bottle shop banner in 2007 – a milestone that redefined independent retailing across Victoria and beyond.

Adrian Moelands, General Manager of Thirsty Camel Victoria, said the anniversary was an opportunity to reflect on both the cooperative’s history and its enduring community spirit.

“It was incredibly powerful to see the community that United Innkeeper has built over the past 50 years – a network of passionate publicans, partners, and people who have shaped this industry. To celebrate that legacy together, and to hear the stories of how it all began directly from the founders themselves, was a reminder of what makes our business so unique.”

The birth of the camel

In a video tribute played on the night, Former General Manager Heidi Solterbeck and founding partner Darryl Washington reflected on the rebrand that evolved into Thirsty Camel – one of Australia’s most distinctive and successful bottle shop brands.

Solterbeck recalled the process began with extensive research and creative development.

“We started exploring new names and briefed two agencies. Sitting behind the screens in the focus groups, you could see the

reactions firsthand – when something was boring, people would just switch off. But when something caught their attention, you’d hear, ‘Oh, that’s interesting. That’s different.’”

Washington added: “The development process took two years, and as Heidi mentioned, we ran focus groups to test everything, including the colours. Almost as much effort went into the colour as into the brand itself. When we finally settled on the name, logo, and colours, not only me, but the rest of the board were 100 per cent confident it was the right direction.”

The conference that became a tradition

United Innkeeper’s first conference was meant to be a one-off – a simple thank you for members. But as founding partners, Washington and Warwick Hunter recalled, it soon became a defining tradition.

“When we first started running conferences, we didn’t realise how important they’d become – 50 years later, it’s clear how valuable they are to our members,” said Hunter.

Over the years, conferences became both educational and inspirational.

“You could use that as an incentive – what a great opportunity to learn how to run a hospitality business,” said Solterbeck. “We spent our time visiting hospitality venues overseas, and they were so receptive to what we were doing.”

Former board member Ray Dodd added: “The principle of the board was always to take members somewhere they wouldn’t think

to go themselves. We went to Brussels, Paris, and many other places that hoteliers and retailers had never been to before. Whatever we did, it had to be memorable.”

The strike that started it all

The seeds of United Innkeeper were planted during a beer strike in the early 1970s.

“Carlton & United Breweries had quite a number of unions, and it was a constant thing for them to go out on strike,” recalled Hunter. “Usually, the stoppages only lasted a week or two, but this particular one went for nearly three months – and we were desperate.”

Hunter joined forces with Washington and Lou Steinfort, pooling stock and resources to keep their pubs afloat and helping others do the same.

“We started supplying other hoteliers to keep them going because we had more than what we needed,” said Hunter.

Washington remembered: “We realised we had the bones of something bigger. We thought, if we can do it with beer, why can’t we do it with wines and spirits too?”

That meeting led to the first official gathering at the Croxton Park Hotel, where 28 hoteliers became founding members of United Innkeeper.

“One of the first things I remember,” said Hunter, “was going out to Wynns and saying, ‘We want 20 casks – what would your price be?’ Then I said, ‘What if I made that half a truckload?’ Suddenly, the price dropped. That’s when we realised if three of us could do this, imagine what 33 of us could achieve.”

Reflecting on 50 years of friendship and success

In a final video played on the night, founding members and past leaders reflected on five decades of collaboration, growth and friendship.

“In those early days, we were very reactive,” said Washington. “It was only when Heidi came on board that everything changed. She shifted the focus from being reactive to being forward-thinking –painting a long-term vision and introducing initiatives with real, lasting benefits.”

Hunter added: “Something I remember from those early days was wondering, how long can this last? Once we got behind the business of wines and spirits, we started to understand that we were important to the suppliers. Once we began to consolidate volume, it started to grow.”

For Dodd, the enduring success came down to unity: “We came at things from four or five directions, but we generally ended up in one – where we should have been.”

For Solterbeck, the strength of United Innkeeper was always about its people.

“You need to have relationships with your members and your

suppliers – and to know when to put your foot down. Don’t forget your members, don’t forget your suppliers. But in the end, we’re really here to serve our members. Members are number one,” she said.

Reflecting on five decades of connection, Washington added: “This has been a great part of my life for 50 years. The camaraderie, the interchange of knowledge – we all learned from each other. It’s been a great learning experience, and we’ve made friendships that have lasted through that entire time.”

Dodd added: “Just the variety of people – all the members, the board, the suppliers – it’s been absolutely fantastic. It’s been such a pleasure to be involved.”

Hunter closed the reflections, saying: “The satisfaction of having been involved in something that has been so successful is enormous. I don’t think we’ve ever had a cross word in all the time I’ve been involved. It’s such a pleasure to have been part of it.”

Editor’s note: Ray Dodd who was featured in the videos on the evening sadly passed away just days before the United Innkeeper 50th anniversary celebration. National Liquor News extends heartfelt condolences to his family and friends. ■

Momentum, focus, and partnership define 2025 for Liquor Legends

Despite the challenges of an evolving liquor retail space, Liquor Legends celebrates a year of success rooted in growth and innovation and provides a positive outlook for 2026.

Liquor Legends has celebrated another year of strong performance at its national conference held on Queensland’s Hamilton Island.

With a key message of “simplify, focus and grow,” Samantha Nicol, Wine Category Manager for Liquor Legends said this year’s conference focused on strategic innovation.

“Every session reinforced the same core message: less clutter, more clarity, and stronger execution. From the performance update and FY26 strategic objectives, to the category deep dives, the focus was on data led decision making, sustainable growth, and reinforcing the strength of the Liquor Legends model.

“Innovation was also a major talking point, with our guest speaker Nick Abrahams sharing thought provoking insights on AI in retail and how technology and human connection can coexist to create even stronger businesses,” she said.

Reflecting on the past year’s success, Nicol says momentum, focus, and partnership has enabled Liquor Legends to continue to outperform the market across key categories.

“Despite the shifting retail landscape and ongoing economic pressures, our members have kept performing, and that’s a real credit to the partnerships that sit behind

everything we do. We’ve continued to grow both in-store and online, strengthened our loyalty base, and seen real momentum through collaborative planning with our supply partners.”

“Every session reinforced the same core message: less clutter, more clarity, and stronger execution.”

Samantha Nichol

A legendary year of success

A standout achievement for the group in 2025 was its rewards and loyalty program, which Nicol said continues to be one of Liquor Legends’ biggest strengths.

“We have made great progress modernising our systems and marketing approach, particularly with Legends Retail Media and our Swordfish automated journey, which has taken our communication and personalisation to another level.”

She added: “From a trading perspective, we’ve seen strong growth in scan out

performance across beer, RTDs, and wine, underpinned by better ranging and a focus on GP growth.”

In terms of what is driving member growth and success, Nicol explains that there are four main factors: clarity in ranging, smart loyalty marketing, partnerships that deliver, and capability through technology.

“Our ‘less is more’ approach in wine ranging proves that simplifying choice drives better rate of sales, stronger promotions, and healthier margins. And we’ve got incredible supplier relationships that are built on transparency and trust. When everyone’s aligned, everyone wins,” she says.

“We’re also investing in smarter technology and tools that connect data with real customer behaviour, as well as the upcoming Rewards App and the Legendary Automated Replenishment platform, which simplifies stock management and boosts efficiency across stores.”

Nicol acknowledged the exceptional work and success of members recognised in this year’s major awards, from standout retailers to those behind the scenes shaping the liquor industry.

“Every award reflected the power of

collaboration and shared ambition. From our Retailer of the Year, Yarrabilba Hotel (QLD), to our Supplier of the Year, Sazerac, recognised for their innovation and partnership excellence.

“We also celebrated our BDM of the Year, Gus McKellar, whose passion and leadership have played a key role in driving member engagement and results across his region. And of course, we celebrated the people behind the scenes, including Kim Edmonds, our Employee of the Year, whose dedication, professionalism, and legendary spirit capture the essence of what makes Liquor Legends truly special.”

What stood out most for Nicol about this year’s winners was a commitment to performance and community that was felt across the board.

“The 2025 award winners truly embody what it means to be legendary. Each one demonstrated outstanding performance, creativity, and consistency, but also a genuine commitment to their teams, communities, and customers. These winners don’t just deliver results; they set the standard for what success looks like across our network.”

Looking ahead

Over the next 12 months, Liquor Legends’ focus will remain on digital transformation, efficiency, loyalty and growth.

“We’ll roll out the new Rewards App, expand our automated replenishment systems, and keep refining our ranges so members can sell smarter, not harder,” Nichol said.

“AI will continue to shape how we communicate and plan but ultimately, it’s about people. Our members, our customers, and our supply partners are what make this brand legendary.”

For the consumer, she said balance between value and experience has been a major influence on spending in liquor retail, with members continuing to adapt to the evolving market.

“Drink better, not more is driving shoppers, but they are seeking more than just price. They want value and trust, but they still want discovery and experience. Younger customers are driving RTD and flavour exploration, while established demographics are staying loyal to their go-to brands.

“Our members are adapting through smarter promotions, better space allocation, and greater agility in responding to trends.”

Nicol emphasised that Liquor Legends remains focused on working with suppliers and partners to create value for members and customers.

“Partnership sits at the centre of everything we do. We’re proud of the transparency and collaboration we have with trading partners, which allows us to make decisions that drive mutual growth. Through Legends Retail Media, trading partners can now connect directly with our customers across digital and in-store platforms creating integrated campaigns that deliver measurable results.”

After a strong year, Nicol says the group is aligned for continued growth and innovation to continue. ■

How ILR is empowering independents to thrive

Independent Liquor Retailers (ILR) has carved out a distinctive position in Australia’s retail landscape – one that balances national buying power with deeply local relevance.

For CEO Anthony Abdallah, the group’s continued growth lies in its ability to deliver both scale and authenticity in equal measure.

“Customers choose independents because they value trust, community and choice, and our model amplifies that by backing local retailers with structured programs that drive consistency and profitability,” Abdallah said.

At the heart of ILR’s approach are programs and partnerships that strengthen its members’ competitive edge – from pricing and rebates to data-driven category strategies and digital tools.

“Competitive pricing, rebates and tailored category execution sit at the core, while initiatives like the Beer Program, loyalty and e-commerce give members a real performance edge,” he explained.

That combination of local connection and collective strength has become ILR’s hallmark.

“Our stores are deeply embedded in their local communities, yet benefit from the strength of group buying power, supplier

“Our ambition is bold: to double our market share and lead the industry in member pride, success and growth.”

Anthony Abdallah

Independent Liquor Retailers is uniting local authenticity with national scale to empower independents for sustainable growth.

partnerships and data-driven insights,” he said. “Other retailers compete on price and tech, but ILR competes on trust, agility and authenticity. In short, we deliver scale with a local soul, and that’s proving priceless in today’s retail climate.”

Shaping the independent future

Abdallah said the independent liquor landscape is evolving quickly, driven by new consumption habits and social trends.

“One of the key trends reshaping the independent liquor landscape is the rise of ‘mid-tempo’ socialising – picnics, casual gatherings and the at-home 4–7pm occasions,” he said.

“These moments are changing category dynamics, driving growth in smaller wine formats, chilled RTDs and premium beers made for easy entertaining. ILR members are adapting through flexible merchandising, tailored promotions and strong supplier partnerships that ensure timely new product launches.”

While Australians may be drinking less overall, Abdallah said they’re drinking better – a shift that continues to benefit ILR stores.

“Premiumisation remains a powerful driver. Australians are drinking less but spending more, trading up to boutique wines, Japanese beers, one-litre spirits and innovative RTDs,” he said. “Our members can respond quickly with premium programs, private label ranges and small-batch brands that deliver both value and margin.”

Technology is also reshaping how independents compete, particularly as customers increasingly expect the same level of digital convenience as they do from larger chains.

“From e-commerce to loyalty and customer rewards, ILR is

working closely with individual stores to tailor solutions that suit their customers,” Abdallah said. “These tools keep independents agile, connected and competitive in an evolving retail environment.”

Building partnerships on trust

Abdallah said that ILR’s partnerships with suppliers are founded on transparency and collaboration.

“Trust and transparency sit at the heart of how ILR works with suppliers and partners,” he said. “We build collaborative plans, drive engagement and execute bespoke programs that deliver both collective outcomes and individual success.”

It’s a model designed to serve all stakeholders in the value chain, from shoppers looking for genuine value, to suppliers seeking meaningful engagement, to members striving to grow their businesses sustainably. Abdallah said that by keeping collaboration at the centre of every decision, ILR ensures that outcomes are fair, measurable and mutually rewarding.

“Shoppers trust independents for authenticity and fair value; suppliers trust ILR for structured collaboration and retail growth initiatives; and members trust us to deliver practical solutions that protect margins and drive growth,” he said. “In today’s retail climate, transparency is the true currency, and it’s what sets ILR apart.”

To achieve that, ILR focuses on open dialogue and joint planning that benefits both members and suppliers.

“Suppliers are seeking innovation, meaningful promotional engagement and sustainable margins. ILR delivers this through centralised supplier reviews, joint business planning, and strategic

“In short, we deliver scale with a local soul, and that’s proving priceless in today’s retail climate.”

Anthony Abdallah

marketing partnerships, offering suppliers visibility and confidence, while giving members access to the latest launches and tailored local activations.”

This balanced approach extends all the way to ILR’s retail programs, where collaboration and transparency translate into real in-store impact. Each initiative is designed to balance member profitability with shopper trust, creating a consistent and authentic retail experience across the network.

“Our strategy balances both sides of consumer demand: premium programs and targeted ranging that build margin and elevate store positioning, alongside EDLP programs and ‘Price Lock’ initiatives that reassure shoppers on everyday essentials,” Abdallah explained. “It’s about credibility, delivering affordable luxury and everyday trust, side by side, in a way only independents can.”

As ILR prepares for the year ahead, Abdallah said the group’s focus is squarely on empowering members to thrive – both commercially and culturally.

“Over the next 12 months, our focus is clear – strengthening what makes ILR and its members truly Proudly Local,” he said. “Our priority is to support independents with the right balance of insight, scale and solidarity. That means turning technology and data into meaningful actions that drive member success, while continuing to deepen our supplier partnerships to deliver real value and longterm growth.”

The group will sharpen its competitive advantage on several fronts, including refining product ranges to reflect local relevance and customer needs.

“At the same time, our marketing programs will sharpen ILR’s impact in market – driving foot traffic, growing sales and amplifying the voice of the independent retailer,” Abdallah said.

“Operationally, we’re investing in practical store-level support to simplify processes and improve efficiency, freeing up members to focus on what they do best – connecting with their communities,” he continued.

And when it comes to the future, Abdallah's vision for ILR’s next chapter is ambitious.

“Our ambition is bold: to double our market share and lead the industry in member pride, success and growth,” he said. “The biggest opportunity lies in uniting local authenticity with the power of collective scale, and that’s exactly what ILR is built to deliver.”

The Baron returns for new adventures in discovery

Liquor Barons is once again inviting customers to embrace their adventurous side, launching the next chapter of its celebrated A Thirst for Discovery campaign in partnership with Perth creative agency Hypnosis.

The refreshed campaign takes The Baron beyond the bottle shop and into new territory – celebrating the joy of exploration, curiosity, and local connection. In a market still dominated by major chains chasing price competition, Liquor Barons continues to carve its own path as a proudly WA-owned cooperative where every store is independently run by locals who know their community best.

This year, The Baron embarks on a new journey ‘from celebrations that deserve a toast to discoveries waiting just off the beaten track,’ highlighting everything from ‘a lager your grandad swore by’ to ‘a tequila too good to slam’.

The message is clear – discovery can happen anywhere, and Liquor Barons is the home of it.

The campaign will roll out across Western Australia through out-of-home, online video, print, and social media, with The Baron once again serving as the witty, mischievous tour guide for drink lovers.

“We’re having fun with the campaign, but it’s also building something real for our brand and our stores. This campaign expands our creative universe and celebrates our commitment to exploration, discovery and the local expertise that defines our cooperative model,” said Lisa Hegarty, Marketing Manager at Liquor Barons.

New partnership using digital ads to drive in-store wine sales

MixIn by Endeavour Group has partnered with Amperity and Criteo to launch a first-of-its-kind retail media solution that directly connects digital campaigns to verified in-store wine sales, marking a breakthrough for closed-loop attribution in Australia.

Hayley Robinson, Head of Sales at GTM Retail Media at MixIn, said: “This changes how retail media works in Australia. For years, brands have been asking us for proof that digital campaigns drive in-store sales and now we can finally show it.”

The solution, built in just five weeks, uses Amperity’s data cloud and Criteo’s commerce platform to link verified sales to campaigns, all on privacy-safe foundations.

Bel Lloyd from Amperity said: “We’re proud to be part of a solution that’s setting a new standard in speed to value and measurement.”

Vinarchy Wines’ Meredith Lewis-Jones added: “Closedloop attribution finally means I can justify premium spend by showing deeper shopper insight.”

Bogan.

Honestly, only in WA would they think this is a good idea. A bunch of independents cooperating to share profits while providing customer value instead of shareholder value.

Honestly, only in WA would they think this is a good idea. A bunch of independents cooperating to share profits while providing customer value instead of shareholder value.

Spending money on creative campaigns and commercial strategy like they’ve got something to prove, when

Spending money on creative campaigns and commercial strategy like they’ve got something to prove, when

everyone knows the smarter play is just to discount harder and bleed margin.

everyone knows the smarter play is just to discount harder and bleed margin.

Building personal relationships with suppliers, topping Advantage surveys, and celebrating ALIAs as though recognition actually matters, instead of quietly filling the C-suite’s pockets.

Building personal relationships with suppliers, topping Advantage surveys, and celebrating ALIAs as though recognition actually matters, instead of quietly filling the C-suite’s pockets.

WA, a land of overpaid miners and oversized egos, somehow spawned a business that prioritises customers, nurtures small business, and keeps the lights on.

WA, a land of overpaid miners and oversized egos, somehow spawned a business that prioritises customers, nurtures small business, and keeps the lights on.

Retail Drinks raises concerns over ACT delivery reforms

Retail Drinks Australia has raised concerns over the ACT Government’s proposed Liquor Amendment Bill 2025, which would limit delivery quantities, restrict hours to 10am–10pm, and enforce a two-hour “safety pause”.

Retail Drinks CEO Michael Waters said that while the industry supports harm minimisation, “the ACT Government has rushed this Bill that has no evidence base and without proper consultation with those it will impact the most”.

He said the Bill would create “the most restrictive framework in the country,” with excessive delivery limits, data retention requirements and meal exemptions unsupported by evidence.

Waters added that Retail Drinks’ Code of Conduct already governs 85 per cent of the market with a 94 per cent compliance rate.

“If a two-hour delivery delay was imposed, our data indicates 91 per cent of respondents would simply access alcohol by other, potentially less safe, means,” he warned.

“This is simply not good enough. It is policy on the run.”

Correction notice: Rosé Trade Buyer’s Guide

Blue Sky Drinks launches with Gravity and Top Shelf acquisitions

A new player, Blue Sky Drinks Co., has entered the Australian market with the acquisition of several well-known brands, combining established spirit and RTD products.

The company has agreed to purchase the assets of Top Shelf International after it was placed into voluntary administration, including NED Australian Whisky, Grainshaker Vodka, and Act of Treason (under exclusive license). In addition, Blue Sky Drinks has also acquired Gravity Drinks Co – the better-for-you RTD brand founded in 2022 by Mick Spencer, Liam Battye and a group of professional athletes.

The Gravity Drinks team will take a leading role in Blue Sky’s development, with Spencer assuming the role of executive chair and Battye becoming head of operations. Gravity’s CEO Greg Mitchell and sales director David Ward will also move across, joined by drinks industry veteran Ray Noble who joins the board as a non-executive director.

Spencer stated: “By combining Gravity with some of Australia’s strongest spirits and RTD brands, we’re building a new kind of drinks company – one that’s proudly Australian owned, Australian made, and built for a future under a blue sky.

“We have stronger backing, bigger ambitions, and a renewed focus on what matters most: our customers, our suppliers, and keeping the energy alive behind these incredible brands.”

The combined business will continue production in partnership with IDL and maintaining strong national distribution across more than 5,000 off-premise partners.

National Liquor News would like to issue a correction to the Rosé Trade Buyer’s Guide published in our October issue. The LUC pricing and distributor information for wines supplied by Hill-Smith Family Estates were incorrect – the correct distributor is Samuel Smith & Son, and the LUC prices have been updated accordingly. We apologise for these errors and any confusion they may have caused. To view the corrected details, please scan the QR code on the following page to download the updated Rosé Buyer’s Guide.

For comprehensive category buyer’s guides, download our latest Trade Buyer’s Guide now. Scan the QR code to download the updated Rosé Buyer’s Guide.

Marketplace Brand

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Husk Rare Blend defines premium Australian rum

As premium rum and Australian-made spirits gain momentum, Husk Rum continues to lead with its authentic farm-to-bottle story and awardwinning craftsmanship.

“The success of Husk Rare Blend, which is exported to France and won the 2025 Spike Dessert Trophy for Best Rum at the Melbourne Royal Australian International Spirits Awards, is proof that fine Australian-made rum is coming of age,” said Founder Paul Messenger.

Husk Rare Blend combines 80 per cent canehoney rum and 20 per cent fresh cane-juice rum, all produced and aged at the distillery’s Tweed Caldera farm in northern NSW. After a minimum of two years’ sub-tropical ageing, select barrels are blended to deliver ripe fruit and honeysuckle aromas with notes of vanilla, toasted oak, and subtle spice.

Messenger added: “Since 2012 we’ve crafted single-estate, farm-to-bottle rums on our farm, defining the spirit of our place and our people.”

With rum outperforming many other spirit categories, Husk offers a compelling local alternative for bars and retailers – premium in quality, authentic in provenance, and accessible in price. Available nationwide through leading wholesalers, Husk Rare Blend showcases the future of Australian rum craftsmanship.

Distributor: ALM, Paramount, and ILG

Cazcabel debuts its new Jalapeno Tequila Blanco in Australia

Cazcabel, the independent family estate tequila brand, has launched a new Tequila Blanco infused with Jalapeno extract from Mexico, giving earthy and citrus notes with a spicy finish, making it ideal for spicy margaritas.

Cazcabel is a true field to glass tequila brand, only using agave grown in their own agave fields and crafting the tequila at their own brand exclusive distillery, Hacienda Cazcabel. The additive-free Tequila Blanco contains only three ingredients – agave, water, and yeast – for a truly authentic tequila experience.

The Jalapeno infused Tequila Blanco, has natural Jalapeno extract added and is bottled at 35 per cent ABV, making it ideal for mixed drinks with a spicy kick.

The launch of the product is perfectly timed for the summer period where the trend of spicy cocktails is expected to continue to boom.

Distributor: Proof Drinks Australia

Casa Bottega Prosecco for every occasion

Casa Bottega Prosecco DOC captures the essence of Italian craftsmanship, combining authenticity, elegance and a deep respect for tradition. Proudly ‘Made in Italy,’ every bottle reflects Bottega’s artisan approach – from hand-selected Glera grapes to meticulous production overseen with care and precision.

The result is a vibrant, refreshing Prosecco with delicate notes of pear, apple and white flowers, a fine, persistent bead, and a crisp, balanced finish.

Casa Bottega is a sparkling wine designed for versatility – ideal as an apéritif, a food companion or the perfect toast for any celebration.

Rooted in generations of winemaking expertise, Bottega pairs its rich heritage with a modern outlook, blending natural regional flavours with innovation to craft wines that resonate with today’s consumers. Each bottle embodies the brand’s commitment to quality and the unmistakable character of its Italian terroir.

Exclusively available through Independent Brands Australia (IBA) and ALM On Premise, Casa Bottega Prosecco DOC offers retailers and venues a premium yet approachable sparkling option that truly stands out.

Distributor: Independent Beverage Partners

The future of flavoured whisky

Flavoured whisky is exploding across the globe, attracting new consumers and delivering fresh profit opportunities for retailers. Leading that charge is ThunderDonk – a bold new brand built for flavour, energy, and growth.

With a name you can’t forget and packaging that jumps off the shelf, ThunderDonk commands attention and connects instantly with modern drinkers who want attitude, authenticity, and a brand that matches their lifestyle.

The range currently includes two crowdpleasing expressions:

Salted Caramel: Smooth caramel layered with a hint of sea salt and soft vanilla; rich, indulgent, and dangerously drinkable.

Spiced Maple: A bold fusion of maple sweetness, warming spice, and toasted oak; full-flavoured and unapologetically bold.

Both variants have already earned international recognition, including Gold at the International Drinks Awards, affirming ThunderDonk’s blend of innovation and quality.

For Australia’s liquor retailers, ThunderDonk represents a proven growth driver – a highvelocity, flavour-first whisky that converts curiosity into repeat sales. With strong branding, high consumer trial rates, it’s the modern flavoured whisky your customers will talk about – and come back for.

ThunderDonk. Ride the Thunder. Chase the Storm.

Distributor: Paramount and ALM

Sunny Days Flavoured Vodka: Australia’s new flavour drops

Australia’s nightlife is about to get a vibrant new ritual with the arrival of Sunny Days Flavoured Vodka – a brand daring to carve out its own category in the premium spirits space. Positioned as a flavour-driven vodka experience rather than just another spirit on the shelf, Sunny Days is setting its sights on redefining the ‘party shot’.

Sunny Days breaks the mould with choice and colour. Its five bold flavours – Watermelon, Coconut, Raspberry, Lychee, and Vanilla – invite consumers to ‘Choose Your Flavour’ and create their own moment.

The brand’s ambition extends beyond the bottle. With Sunny Days Flavour Drops – a ritualised serve designed for ice-cold shots – and Sunny Days Sessions featuring DJs, beach clubs, and festival activations, the brand is embedding itself into the very fabric of Australia’s party culture. Think neon signage, branded cups, and shareable moments that turn a simple pour into a lifestyle experience. By fusing premium vodka craftsmanship with a fun, sun-kissed identity, Sunny Days is positioning itself as the first-choice flavoured shot brand in venues nationwide. More than a drink, it’s an energy, a soundtrack, and a new kind of vodka ritual – one that captures the flavour, the music, and the good vibes of Australia’s social scene.

Distributor: Sunny Days Distillery

Hawkesbury Brewing Co enters snacks with Wally the Wombat’s Nuts

Hawkesbury Brewing Co has extended its portfolio beyond beer and RTDs, launching its first snack product – Hawkesbury Naturally Roasted Salted Peanuts, affectionately branded Wally the Wombat’s Nuts.

The new line, released under the Hawkesbury Naturally sub-brand, reflects the brewery’s focus on authentic, approachable, and local products. Available in 375g sharing bags and 20g sample packs, the peanuts will also feature as limited-time inclusions with select Coasty Stout and Coasty Super Dry Long Necks.

“For us, this is a natural step in expanding our range,” said Sales Director Mitchell Elmes. “Our beers and RTDs are already enjoyed in good company, and snacks like Wally the Wombat’s Nuts complete that occasion.”

Marketing Director Joanna Lynsky-Smith added: “Wally the Wombat’s Nuts is more than a cheeky name – it’s an extension of our philosophy. We’re building a portfolio that’s fun, inclusive, and all about bringing people together.”

Distributor: ALM, ILG and Liquid Mix

White Bay Brewery adds two beers to core range

White Bay Brewery has announced two new additions to its core range, with White Bay XPA and White Bay Super Dry Japanese Lager marking a strategic expansion into growing market segments.

The White Bay XPA (4.5 per cent ABV) is described as bright and tropical, with citrus and stone fruit notes balanced by a smooth, easy-drinking body. The White Bay Super Dry (4.5 per cent ABV) brings a Japanese-style lager to the lineup, brewed to deliver a light, crisp profile with subtle malt character, soft bitterness and a dry finish.

White Bay said the new additions deliver on changing consumer preferences, with demand growing for beers that balance flavour and sessionability.

Both beers have been tested and certified as Gluten Reduced, with less than 10ppm gluten content, and are packaged in updated designs aimed at contemporary drinkers.

The brewery said the release forms part of its long-term strategy to offer flavour-driven, approachable beers that resonate with a broad audience while maintaining its focus on quality.

Distributor: White Bay Brewery

Global acclaim for Catalina Sounds Sauvignon Blanc

Decades in the making, Catalina Sounds has received the 2025 London Wine Competition award of Sauvignon Blanc of the Year for its 2024 Catalina Sounds Sauvignon Blanc. Up against heavy competition of wines from all over the world and an illustrious judging panel consisting of nine Masters of Wine, 75 wine professionals and six Master Sommeliers.

Catalina Sounds has built a reputation for crafting nuanced, site-driven expressions. The winery is led by a small team that includes winemaker Matthew Ward and vineyard manager Fraser Brown. Sourced from exclusive vineyards in the Southern Valleys and the Wairau Valley, and with a high portion of fruit from its Estate, the Sound of White Vineyard in the Waihopai Valley.

The 2024 vintage of Catalina Sounds Sauvignon Blanc is a true reflection of a unique Marlborough season, in fact the driest summer in 90 years. In the glass, this wine shines with pale straw and green hues, offering inviting aromas of ripe citrus peel, candy apple, and a hint of wet stone. The first sip is juicy and mouthwatering, with flavours of preserved lemon and stone fruits, all carried by a subtle, salty freshness.

The winemaking approach is simple and careful, letting each vineyard’s character shine, with a small portion aged in large oak vessels for extra depth. The result is a wine that’s vibrant, textured, and perfect for enjoying with fresh seafood, crisp green summer salads, or on its own by the pool. The wines are certified with Appellation Marlborough Wine and Sustainable Wine Growing New Zealand.

Distributor: Joval Wines and red+white

Champagne Bollinger PN TX20 arrives in Australia

Champagne Bollinger has released its latest Pinot Noir-driven cuvée, PN TX20, now available in Australia. The new expression highlights the Maison’s unrivalled mastery of Pinot Noir and celebrates the 2020 harvest.

Bollinger has long been recognised as a benchmark for Pinot Noir Champagnes, with more than 60 per cent of its estate planted to the variety in the Grand Cru village of Aÿ. As CEO Charles-Armand de Belenet notes: “Bollinger is about Pinot Noir, Pinot Noir, Pinot Noir.”

The PN TX20 is luminous and expressive, delivering layers of red berries and ripe stone fruit, underscored by Bollinger’s hallmark notes of toasted brioche and hazelnut. With Blanc de Noirs enjoying a surge in popularity, Bollinger is seeking to elevate the category to the same prestige as Blanc de Blancs.

PN TX20 is available now through fine wine retailers nationally, including David Jones and Prince Wine Store, with an RRP of $230. Distributor: House of Fine Wine

Stone & Wood launches refreshing Citrus Radler

Stone & Wood is bringing a fresh twist to the beer category with the release of Citrus Radler – a crisp, lightly sparkling beer cut with citrus that blends the best of beer and spritz-style refreshment.

Brewed with pale regen malts, Galaxy hops, malted wheat, and rolled wheat, Citrus Radler (four per cent ABV) pours golden and lightly hazy with a soft, pillowy foam. Bright and zesty, it delivers vibrant notes of orange, grapefruit and lemon balanced by gentle hop bitterness and rounded fruit character.

At four per cent ABV and packaged in 330ml cans (four-pack), Citrus Radler is made for long afternoons and outdoor occasions, offering one standard drink per serve. Perfectly paired with light and zesty dishes – from grilled fish tacos to citrus salad – it also cuts through richer bites like cheeseburgers and buffalo wings.

Inspired by the original Radler tradition from the Alps, Stone & Wood reimagines this classic style for modern Australian drinkers, bridging the gap between beer, RTD, and seltzer.

Distributor: Lion

Introducing Archie Rose’s new Australian Gin Soda and Vodka Soda cans

A new chapter for Archie Rose Australian Gin Soda and Vodka Soda cans is here – an evolution that brings even more of what matters: natural Australian ingredients, bold flavours and no- and low-sugar refreshments; just in time for summer.

Crafted with Archie Rose Australian spirits, Straight Dry Gin and True Cut Vodka, and featuring all-natural Australian botanicals, the range is sugar-free or ultra-low in sugar, with less than 85 calories per can and four per cent ABV. Staying true to its commitment to local ingredients and uncompromising flavour, Archie Rose delivers premium refreshment that’s accessible to everyone, priced at less than $20 per four-pack.

Archie Rose introduces its brand-new Australian Vodka & Soda Raspberry with Yuzu – a vodka premix with zero sugar that hero’s juicy raspberries, sharpened by Japanese yuzu and the crisp clarity of True Cut Vodka.

Australian Gin & Blackberry Soda with Lemon Myrtle is 99 per cent sugar free and is a twist on the classic gin and soda, underpinned by Australian native lemon myrtle with Archie Rose Straight Dry Gin, colddistilled with local and reclaimed Australian botanicals.

Australian Gin & Peach Soda with Passionfruit is now sugar-free – a taste of summer with ripe peaches, tropical passionfruit, and Archie Rose Straight Dry Gin at its base.

Now available via all good wholesalers.

Distributor: Archie Rose Distilling Co.

Vibrant new The Barossan Grenache

Rosé from Peter Lehmann

Peter Lehmann Wines proudly presents The Barossan Grenache Rosé, a vibrant and refreshing expression of Barossa Valley winemaking. Sourced predominantly from the youthful Grenache vines of its Mattschoss vineyard adjacent to the Peter Lehmann Winery, this 100 per cent Grenache Rosé delivers vibrant fruit flavours and crisp acidity.

With a medium pink colour and salmon hue, the wine opens with fragrant aromas of strawberries, rose petals, and orange blossom. The dry, medium-bodied palate offers juicy elegance, showcasing raspberry, watermelon, and a gentle hint of strawberry cream texture.

Crafted for bonding moments, daytime get-togethers, and beautiful brunches and lunches, The Barossan Grenache Rosé pairs perfectly with charcuterie, grilled seafood, or summer heirloom tomato salad with burrata and basil. Enjoy the 2025 vintage now or cellar until 2026.

Distributor: Casella Family Brands

Squealing Pig turns up the fun with two new Squealini Spritz flavours

Coastals rebrands to lead premium hard coconut water

Australia’s first hard coconut water, Coastals, has unveiled a bold rebrand to cement its leadership in premium coconut water-based alcohol. Launched in 2024 and now stocked in more than 300 locations, the independent brand is capitalising on the convergence of RTD premiumisation and healthconscious drinking.

Founder Adam Benwell said: “Our liquid was always premium, and people were responding to it, but we wanted our brand to truly reflect that quality.”

Crafted from real coconut water, Coastals offers authentic flavours, functional benefits and zero added sugars, resonating with health-focused consumers.

“We’re seeing strong demand from venues that want to offer something genuinely different,” Benwell added.

The rebrand positions Coastals to define the emerging category, with product innovation slated for 2026.

Distributor: ALM, ILG, Kaddy, ILR, Paramount (Direct to venues)

Following its splashy debut in 2024, Squealini Spritz is back with two vibrant new flavours – Ripe Raspberry and Lush Lychee – just in time for summer.

“We’ve always believed wine should be fun and full of flavour,” said Shehan Ananthakumar, Squealing Pig’s Global Marketing Manager. “These new Squealini Spritz flavours are deliciously refreshing and made for good times, sunshine and sharing a squeal with your favourite people.”

Ripe Raspberry offers a tangy burst of fresh fruit with a hint of sweetness, while Lush Lychee delivers tropical, juicy refreshment and summer-ready appeal. They join a line-up that includes Passionfruit & Vanilla, Zesty Lemon, Fuzzy Peach and Spiced Apple Pie.

“Australians have really embraced Squealini since it launched last year,” Ananthakumar added. “Each new flavour captures the carefree spirit of summer.”

Available nationally at Dan Murphy’s, BWS, Liquorland, independents and onpremise venues, Squealini Spritz is set to be the flavour of the season.

Distributor: Treasury Wine Estates

The Whisky List named exclusive Australian distributor for North Star Spirits

The Whisky List (TWL) has been appointed the exclusive importer and distributor for North Star Spirits, the acclaimed Glasgow-based independent bottler known for its bold, flavour-driven single cask and small-batch Scotch whiskies.

Founded in 2016 by Iain Croucher, North Star has built a cult global following for its adventurous cask selections, transparency and signature attitude. The portfolio includes the Obscurities & Curiosities label and creative projects such as the Tarot Series.

“We’ve admired North Star for years – the whiskies Iain selects consistently showcase balance, depth and a real sense of adventure,” said Oliver Maruda, Co-Founder of TWL. “Our partnership feels like a natural fit. Both our teams are driven by a passion for great whisky, storytelling, and building genuine connections with the whisky community.”

The first Australian shipment, which arrived mid-October, features bottlings from Islay, Campbeltown and Speyside distilleries, available online via thewhiskylist.com.au and through select specialist retailers and premium bars.

“We’re thrilled to be working with The Whisky List and bringing North Star to more whisky lovers down under,” added Croucher.

Distributor: The Whisky List

Never Never launches Signature Vodka with textural edge

Never Never Distilling Co. has unveiled its first permanent product beyond gin: Signature Vodka. The new release, which launched last month, redefines vodka with a focus on texture rather than tradition.

Distilled from Australian wheat spirit, Signature Vodka is enriched with distilled olive, coconut and avocado oils for a silky mouthfeel. The spirit is then filtered through activated carbon for 16 hours and blended with McLaren Vale water adjusted with natural salts. The result is a vodka with a long, smooth finish and subtle notes of olive, white chocolate, honeyed macadamia and coconut cream.

“We built a textural vodka using the techniques learned over eight years of making some of Australia’s best gins,” said Co-Founder Sean Baxter. “It gives us the chance to bring something genuinely new to a category that has long been defined by sameness.”

Already nominated in the 2025 Spirits Business Awards for Innovation, Signature Vodka is positioned to ride vodka’s renewed momentum through the martini revival.

Never Never Signature Vodka (700ml, 40 per cent ABV) is now available via the McLaren Vale distillery door and online, with distribution through retailers and bars to follow.

Distributor: Never Never Distilling Co.

Elijah Craig debuts first lower-proof Bourbon for Australia

Heaven Hill Distillery has released a new Elijah Craig Small Batch 40 per cent, crafted exclusively for Australia. It’s the first time the ‘Father of Bourbon’ has launched a lower-ABV expression, placing Australian drinkers at the centre of Bourbon’s global evolution.

Handcrafted by Heaven Hill’s Master Distillers and aged in level three charred oak barrels, the new Small Batch delivers silky notes of vanilla, caramel and sun-ripened fruit, wrapped in toasted oak with a spark of spice and a wisp of smoke.

“Australians are discovering Bourbon at record pace, and Elijah Craig is proud to lead that journey,” said Grant Shearon, Heaven Hill APAC Brand Ambassador. “With excise rates continuing to climb, this new Elijah Craig Small Batch makes our award-winning Bourbon more versatile and more accessible, while staying true to the craftsmanship and heritage that has made Elijah Craig a global icon.”

Golden amber in colour, the 40 per cent Small Batch is smooth, versatile, and purpose-built for today’s drinkers – equally at home in a highball, Old Fashioned, or enjoyed neat.

Elijah Craig Small Batch Bourbon 40 per cent is available now through Dan Murphy’s and independent liquor retailers at RRP $79.99. Distributor: Amber Beverage Group

Debut vodka launch signals FELLR’s move beyond RTDs

Australian RTD brand FELLR is moving into spirits with the launch of its debut Watermelon Vodka, targeting Gen Z consumers driving growth in the category.

The brand, founded in 2020 during Covid lockdowns, has grown rapidly, now selling more than four million drinks annually and expanding its ranging from 30 stores to more than 5,000 on- and off-premise locations nationwide.

With FELLR’s success in the RTD market positioning the brand for a direct move into spirits, the new five-times distilled, twice charcoal-filtered wheat vodka retains the brand’s signature light, crisp taste.

"We’re not just launching another flavoured vodka – we’re taking our cult Watermelon that Australians already love and giving them a premium format for at-home occasions,” says Co-Founder Will Morgan.

“Our RTDs are perfect for the beach or festivals, but when you’re hosting at home or pre-drinking before a night out, you want something more elevated. Same great taste, premium setting.”

FELLR Watermelon Vodka enters the market at a strategic moment, offering a $2.80 per-serve price point – almost half the cost of comparable RTDs – while retaining the brand’s all-natural, low-calorie, low-sugar profile that appeals to Gen Z and Millennial drinkers.

“When we launched in seltzers, everyone said it couldn’t be done without big budgets or big backers. Five years later, we’ve moved beyond seltzers, we’re still independent, we’re still local, and we’re still growing,” says Co-Founder Andy Skora. “This move into spirits is about backing ourselves and backing our community of FELLR drinkers who’ve been with us since day one.”

Distributor: FELLR

Brookie’s hits Spritz boom with Sundrift Aperitivo

Cape Byron Distillery has launched a local contender for the hugely popular Spritz trend with the citrus-forward apéritif –Sundrift Aperitivo.

The Spritz has firmly cemented its place as one of Australia’s most popular cocktails, with orders growing at double-digit rates across both bars and retail, and Sundrift Aperitivo brings this drink a local twist.

Brookie’s Sundrift Aperitivo is a citrus-forward apéritif crafted with native botanicals, vibrant citrus, and the tart depth of Davidson plum. The new release is positioned to bring more flavour, more story and a distinctly Australian perspective to the global Spritz trend.

Eddie Brook, Co-Founder & CEO of Cape Byron Distillery said: “Sundrift is the brand this category has been waiting for. Made with real ingredients, native botanicals and a true story customers will love. It’s crafted to give venues and retailers a way to elevate their Spritz offering with a local twist.”

Tasting notes describe a nose of sweet navel orange and pink grapefruit with aromatic lift from 17 botanicals; a palate of bright citrus balanced by Davidson Plum, subtle herbal and spice notes; and a crisp, dry finish with lingering native fruit and gentle bitterness. The recommended serve is 90ml Prosecco, 60ml Sundrift and 30ml soda over ice with a fresh orange wedge.

Distributor: ALM, Paramount and direct

Hawkers adds lifestyle-friendly beers to core range

Hawkers Beer, recently named Champion Large Brewery at the 2025 Australian International Beer Awards, has expanded its core lineup with two new products designed to meet growing consumer demand for ‘better-for-you’ options.

The new releases – Hawkers Ultra Low-Carb Lager (four per cent ABV) and Hawkers Non-Alc Pale Ale (less than 0.5 per cent ABV) – have been released to cement the Melbournebased brewery’s strategy to provide lifestyle-friendly choices without compromising on flavour or craft credentials.

The Ultra Low-Carb Lager is positioned as a crisp, dry and refreshing beer suited to social occasions such as barbecues, sports viewing and casual midweek drinking. Packaged in 375ml cans (cases of 16), the release offers a craft alternative in a segment that Hawkers said has been long dominated by mainstream brands.

The beer has also been tested and awarded Gluten Reduced status, registering under 10ppm gluten content.

The Non-Alc Pale Ale, meanwhile, targets the continued growth that the no- and low-alcohol category is seeing. Hawkers describes it as a full-flavoured, aroma-driven pale ale delivering “the satisfaction of real beer without the alcohol," aimed at all those consumers who are looking to moderate their alcohol intake for whatever reason.

Both products are supported by premium packaging, trade activations and a dedicated marketing campaign.

Distributor: Hawkers Beer

Vansetter Vodka hits flavour trends with new releases

Itinerant Spirits, the team behind Vansetter Vodka, launched two exciting new flavours last month, coinciding with World Vodka Day on 4 October.

The new limited-release range comprises Habanero & Lime and Cucumber & Mint, alongside a handcrafted Vansetter Triple Sec liqueur. Both vodkas are distilled from locally grown grains and proofed with natural volcanic spring water, made with the same care as the original award winning Vansetter Vodka.

“We weren’t interested in creating more confectionery style vodkas,” said James Fairlie, Head Distiller at Itinerant Spirits, whose family legacy includes Scotland’s historic Glenturret Distillery and four years with Four Pillars.

“By using supercritical CO2 extraction for spice and vacuum distillation for fresh fruit, we’ve captured the true flavour profile of the ingredients. The result is a bold yet balanced blend that feels refreshing, considered and bursting with character.”

Itinerant Spirits said these new flavours have been designed for customers who really care about what is in the bottle. The Triple Sec and two new flavours take on the same precision distilled approach with only a limited number of bottles available in the first run.

Brad Wilson, Co-Founder of Itinerant Spirits, said: “These are the first waypoints in our vodka journey. They reflect what Vansetter stands for: refined exploration, authentic flavours and a sense of wanderlust in every glass.

“Watch this space, there are more signature flavours to come, each designed to move vodka beyond the artificial and ordinary.”

Distributor: Itinerant Spirits

De Bortoli showcases Yarra Valley Pinot Noir

Pinot Noir is one of the most expressive grape varieties in the world, highly sensitive to subtle changes in growing conditions. In the cool climate of the Yarra Valley, it thrives –producing fragrant, opulent wines of elegance and vibrancy.

James Halliday once described the region as “a place of extreme beauty, of constantly changing light, of colour and mood… Once you have seen it, you cannot help but love it.” That natural beauty also creates the perfect conditions for Pinot Noir, with cool nights and a mild growing season shaping wines of depth and freshness.

De Bortoli’s Cool Climate Pinot Noir, sourced from its premium Yarra Valley estate vineyards, captures this distinctive regional character. Gentle handling of the fruit delivers lifted aromas of red and dark fruits, a supple palate, and fine, textured tannins – an outstanding example of a lighter-framed red.

As one of the region’s leading producers, De Bortoli continues to showcase why the Yarra Valley remains at the forefront of Australian Pinot Noir, combining tradition, terroir, and craftsmanship.

Distributor: De Bortoli Wines

Advocating for responsible online alcohol sale and delivery

Retail Drinks urges evidence-based regulation to protect responsible online alcohol retailers and preserve consumer choice and convenience.

The steady growth in e-commerce over the last 15 years, including online alcohol sale and delivery has changed the way Australians purchase alcohol. Since around 2008, it has evolved from a small niche market primarily geared around specific products or subscription/club-based business models to a key liquor retailing channel, now accounting for around $2 billion in annual sales (or ~13 per cent of the total retail liquor market), and projected to exceed $2.5 billion by 2028.

Consumers overwhelmingly choose the convenience of online alcohol sale and delivery services responsibly. Most are typically over 40, order infrequently, and primarily seek convenience. Yet despite this, the sector is under increasing regulatory pressure.

Governments across the country are currently reviewing their respective laws and, in some jurisdictions, including South Australia and the ACT, have proposed new restrictions. These include mandatory twohour delivery delays, shorter trading hours/ delivery windows, daily quantity limits and onerous record-keeping rules. These measures risk making responsible online alcohol sale and delivery unviable. Nowhere else in Australia, nor in comparable overseas markets are such blunt restrictions imposed. Feeding these proposals is a narrative from known anti-alcohol activists (as well as from some more surprising organisations) linking online alcohol sale and delivery, particularly express delivery within two hours, to extended drinking sessions, harmful drinking, and even increased

domestic assaults. Yet available industry and government data simply do not support these spurious claims.

The quantitative Online alcohol sale and delivery in Australia report by Frontier Economics in 2023 analysed over 10 million transactions in 2022 – after the COVID-19 pandemic period – and found no correlation between express alcohol delivery and increased harm, nor any sign that deliveries are used to extend drinking sessions. This is the most robust quantitative study of its kind anywhere in the world.

Longitudinal data from the NSW Bureau of Crime Statistics & Research (BOCSAR) further supports this robust evidence. Over the past 20 years, alcohol-related domestic and non-domestic assaults across NSW have declined by over 43 per cent. During this time, alcohol availability has increased significantly. Today there are around 50 per cent more liquor licences nationally, with significantly more doing liquor retailing, including online sales, and delivery.

What’s really concerning however is that at the same time as all alcohol-related incidents have been in steady decline, nonalcohol-related domestic and non-domestic assaults have risen substantially, by over 46 per cent, now representing more than three-quarters (77 per cent) of total assaults. This highlights and clearly reinforces where policy attention is truly needed, yet policymakers continue to be in denial and likely don’t have any clue as to how to target the real problem area.

In July this year, Retail Drinks published

a new qualitative consumer research report, which surveyed over 1,600 Australian households about their purchase and consumption habits, showing that most express alcohol deliveries are for social gatherings, evening meals or gifts, are in small quantities and consumed hours or even days and weeks after delivery.

We are strongly advocating that poorly designed regulations, such as what is being proposed, could backfire. Arbitrary delays could push consumers into their cars or turn them to unregulated suppliers. When asked as part of our consumer survey, 91 per cent of respondents said they would source alcohol by another means if an express delivery delay was imposed. Restricting legitimate operators will not eliminate demand, it will simply shift it to riskier or unregulated channels.

Retail Drinks is leading the charge for a balanced, evidence-based approach. Through our industry-first, best-in-class and world-renowned Online Alcohol Sale & Delivery Code of Conduct , we have embedded safeguards such as mandatory ID checks, delivery refusal protocols, self-exclusion, and training for delivery personnel. These proven measures, not arbitrary delays or caps, directly address the risks of supply to minors, intoxicated and vulnerable individuals.

Retail Drinks will continue to advocate for nationally consistent, evidence-based regulation that supports responsible retailers and preserves choice and convenience for consumers. ■

DrinkWise celebrates two decades shaping a culture of moderation

Celebrating 20 years of DrinkWise and the positive cultural shift toward moderation and responsible alcohol consumption.

DrinkWise turns 20 this year, a milestone worth celebrating. In the past two decades, Australia’s drinking culture has positively shifted to one in which moderation is now the norm for people choosing to have a drink at sporting events, festivals and family gatherings. The past 20 years has seen less risky drinking, a significant decline in underage consumption, less daily drinking, fewer women drinking during pregnancy. These shifts are no accident – they reflect the combined efforts of DrinkWise, governments, communities, industry and health organisations. DrinkWise is proud to have played such an important role in helping Australians make smarter choices about alcohol.

Founded in 2005 with support from the Federal Government and industry producers, DrinkWise was created as an independent, notfor-profit organisation committed to reducing alcohol-related harm. From the beginning, DrinkWise harnessed research and expert insights from public health, medicine, education and behavioural science to design alcohol education campaigns that resonate with Australians and influence intentions, attitudes and behaviour.

The impact of this sustained approach is clear. Government and DrinkWise research consistently show that longitudinal shift in risky drinking behaviours, with DrinkWise initiatives recognised for delivering credible, relatable and effective health messages that support this broader cultural shift.

Over the past two decades, DrinkWise campaigns have resonated because they have reflected the moments and milestones that shape Australian lives. Kids Absorb Your Drinking – the television commercial where the dad asks his son to grab him a beer from the fridge – highlighted the powerful influence parents have on their children. It’s okay to say nay reminds parents of the importance of saying no to supplying alcohol to their underage teenagers. You Got This spoke directly to young people at the pivotal life stage – year 12 exams during COVID lockdowns, while Schoolies campaigns and the award-winning How to Drink Properly initiative reframe binge drinking for young adults in language and channels they understand.

Other initiatives have normalised moderation and offered practical tools: Lighter Choice. Better Bowls promotes lower-strength alternatives for older Australians and Stay Tasteful While Tasting

provides cellar doors and wine festivals with tools like tasting tracker scratchie cards to help visitors moderate their drinking. Importantly, the DrinkWise Fetal Alcohol Spectrum Disorder (FASD) Awareness Program continues to reinforce that FASD is 100 per cent preventable, while Indigenous alcohol education programs deliver culturally respectful resources co-designed with community leaders to prioritise inclusivity.

Partnerships have been central to DrinkWise’s work. You won’t miss a moment if you DrinkWise and Always respect, always DrinkWise have become fixtures at key NRL and AFL matches, reaching millions of fans through coach and player messaging, stadium signage and media. Collaborations with Liquor Accords, retailers, venues and e-commerce platforms continue to ensure DrinkWise moderation reminders reach Australians at the very moments they make decisions about alcohol.

The last 20 years demonstrate that cultural change is possible when research, education, partnerships and community action work together. This whole community approach has been key to the progress achieved. It is also important to recognise that only 18 producers and retailers provide voluntary funding to DrinkWise, so while this milestone is not only a celebration of how far Australia has come – it’s also a call to action. With continued collaboration and support, DrinkWise can keep empowering Australians to make informed choices and help the next generation make healthier and safer decisions around alcohol.

You can be part of this effort too – we encourage more industry partners to join us. Please get in touch via info@drinkwise.org.au ■

Insight into the younger generation of wine drinkers

Younger generations are reshaping Australia’s wine landscape, embracing lighter, sparkling and sweeter styles over traditional varietals.

Millennials, Gen Z, and Gen Alpha will account for just under 50 per cent of the Australian adult population by 2027 – just two years away1.

This article explores whether wine still falls within the younger generations’ taste palate and unpacks their category preferences using data from Growth Scope, the market leader in occasion research in the Australian market.

Gen Z are more likely to drink wine than Millennials in the future

In absolute terms, although penetration2 of wine is higher among Millennials than among Gen Z in the 2025 financial year, that penetration has declined compared to four years ago, while penetration of wine among Gen Z is growing. Some of the increase among Gen Z may be attributed to wine taking share from spirits, RTDs and cider, categories that have declined over the same period. In contrast, penetration of spirits and RTDs is growing among millennials.

Figure One: Share of younger generations’ alcohol consumption by category from financial year 2021 to 2025

Source: Growth Scope

Interestingly, data from Growth Scope shows that Sauvignon Blanc and Shiraz are also the top varietals consumed by the younger generation. However, while older generations over index in these two varieties, younger generations’ preferences are more evenly distributed across varieties, particularly lighter style, sparkling and sweeter wines.

Figure Two details the Growth Scope data on varieties/styles where the younger generations make up a larger proportion of consumption occasions:

• dessert wine (62 per cent)

• Champagne (56 per cent)

• sparkling red/rosé (51 per cent)

• rosé (48 per cent)

• Pinot Noir (43 per cent)

• Moscato (41 per cent)

• fortified wine (40 per cent), and

• Prosecco (37 per cent).

Figure Two: Share of wine subcategory by generation in financial year 2025

Source: Growth Scope

The younger generation are more experimental with varieties/styles

According to Endeavour Group1, Shiraz and Sauvignon Blanc are Australia’s dominant sales varieties, representing more than 25 per cent of all wine sales.

Sources:

1Endeavour Group Insights Report – December 2024 (Distilled Edition 16)

2Penetration is defined as the proportion of a generation who chose a category in their most recent alcohol consumption occasion ■

New Zealand organic wine sector thrives

Catherine Wansink

Organic Wine Week highlights surging New Zealand organic wine growth, certification standards, and rising Australian export demand.

Across three decades of consumer-driven international growth and success, the New Zealand wine industry has built a strong reputation for highly distinctive, premium, sustainable wines.

This year marks the 30th anniversary of Sustainable Winegrowing New Zealand, an industry led, independently audited, sustainability certification programme. Sustainability is a key differentiator for New Zealand wine’s reputation.

The organic wine sector is showing impressive growth in New Zealand, with 16 per cent of wineries holding organic certification. This reflects both international demand and increasing industry awareness around the benefits of organic practices.

Organic Winegrowers New Zealand (OWNZ), the association for growers practising or interested in organic production, works to promote and support organic grape and wine production, with the support of New Zealand Winegrowers.

In celebration of Organic Wine Week in September (15-21), OWNZ expanded the festival’s main event, Down to Earth, into Sydney. For the first time in Australia, 14 premium New Zealand organic wineries converged to showcase their wares and chat about the importance and quality of organic wine production, as well as its positive impacts on people and the environment.

“Organic wine consumption is growing, defining the global trend of declining wine sales. A new generation of consumers is emerging – people who are increasingly more environmentally conscious, who demand transparency and integrity. They are searching for wines that tell a true story,” says OWNZ chair Clive Dougall.

According to Organics Aotearoa New Zealand 2025 Organic Sector Market Report, organic production represents New Zealand’s highest value, lowest impact growth opportunity in the primary sector.

Within New Zealand’s organic sector, fruit and vegetables sit at number one, dairy second and wine positioned as third largest with 13.5 per cent growth since 2020. Australia is positioned as the third largest export market for organics from New Zealand, behind the US at number one and European Union at number two. Last year wine made up 16 per cent of New Zealand’s organic exports to Australia.

Certification is important. OWNZ only promotes wines from independently certified organic and biodynamic growers. In New Zealand, BioGro and AsureQuality provide internationally recognised organic certification. Biodynamic producers in New Zealand are certified by Demeter New Zealand. Every certified producer goes through an annual audit to make sure their practices meet strict standards. Growers must follow organic methods for three years before attaining full certification. ■

“Organic wine consumption is growing, defining the global trend of declining wine sales.”

Clive Dougall

Why AI falls short in reviewing and advising on commercial leasing

AI can streamline contracts, but in commercial leasing, its limitations make expert legal judgment indispensable.

AI tools are increasingly promoted as a way to speed up contract review, flag risks, and even provide preliminary advice. While useful in some areas, when it comes to commercial leasing, AI falls short. A lease is not a standard form contract but a heavily negotiated agreement with serious legal and financial consequences. Using AI may seem cost-effective in the short term, but it rarely delivers the expertise or strategic judgment that tenants would receive by engaging a lawyer who specialises in commercial leasing.

The Complexity of Commercial Leases

AI excels at recognising common clauses but cannot evaluate the implications of subtle wording differences. A single word, such as ‘reasonable’ versus ‘absolute’, can dramatically shift legal risk. AI often fails to recognise when a change is essential to protect the tenant.

AI often focuses on broad commercial points rather than the precise legal obligations that affect liability. Key examples include whether repair obligations extend to structural elements, how ‘make good’ is defined, or whether a rent review clause could lock in above-market increases. These are not minor issues, as they can result in major financial exposure or savings.

AI might describe a clause as ‘standard’ or ‘unusual,’ but it cannot judge how tailored amendments could reduce risk, preserve flexibility, or secure better terms. That level of analysis requires human legal expertise.

Most AI tools operate by comparing lease clauses to a database of precedents. This assumes that ‘market

“AI might describe a clause as ‘standard’ or ‘unusual,’ but it cannot judge how tailored amendments could reduce risk, preserve flexibility, or secure better terms.”

Marianna Idas Principal eLease Lawyers

standard’ is always suitable, but what is standard may not fit a client’s business or may expose them to unnecessary liability.

Further, AI also cannot predict how courts or tribunals will interpret a clause. Case law often turns on subtle distinctions and evidence of negotiation, matters well beyond an algorithm’s reach.

Negotiation, regulation, and accountability

Reviewing a lease is only part of the process. Much of the value lies in negotiation, including proposing amendments, drafting alternatives, and persuading the landlord to agree. This involves strategy, persuasion, and judgment that AI cannot replicate.

Commercial leasing is also heavily regulated. Retail leasing laws, for example, impose disclosure obligations, restrict certain clauses, and grant remedies to tenants. Missing these issues can lead to penalties, disputes, or lost rights. Risks too great to leave to automation.

Finally, accountability matters. AI providers generally disclaim liability, leaving tenants exposed if errors occur. Lawyers, by contrast, owe professional duties and can be held responsible for negligent advice.

AI cannot replace legal expertise in commercial leasing. The complexity, nuance, and strategy involved demand human judgment. Only skilled legal advice can uncover the hidden costs, reduce obligations, and secure meaningful savings for tenants. In commercial leasing, the risks are simply much too high to entrust to algorithms. ■

Full control? Need to measure!

Understanding GST, pricing, and performance metrics is essential for liquor retailers seeking real control and profitability.

Recently, while watching 25-year highlight reels from the Sydney Olympics and, partly despairing about the passage of time, I was reminded that the GST was introduced just prior to that great occasion.

Many of the younger set from within our industry will not know the time prior to the GST’s arrival so it is alarming to note that many within the industry do not understand how the GST works, who pays it, how to read the GST component on an invoice and how to apply markup factors to ensure adequate GP% is maintained.

An old mantra that I’ve used in my consulting career goes like this: “You cannot control anything in business unless you can measure it.”

There’s no excuse these days for not being able to measure business variables as our POS and computer systems have improved data capture to no end. Stock control, sales information, turnover per gondola end, average sales, margin or GP% by category, by sub-category, by SKU/product; all of this information should be at the fingertips of the switched-on liquor retailer.

Yet, I routinely deal with managers and staff from liquor retail businesses who aren’t aware of price changes, can’t read an invoice correctly (as it pertains to GST calculations) and cannot calculate a stock value ex-GST. My view has always been that if you don’t understand how GST works, you will probably be shaving your margin to some extent.

Who does the pricing? Well, if the answer is that the computer does it, we can be concerned. Computers are calculators only; us humans need to input the markup factors to get a retail price that, after the GST

is removed, will still leave us with an adequate margin. Too simple? Why do staff recommend specials to someone in-store when the ‘loss leader’ concept is designed to get them, the customers in the door. Surely staff that understand your margin motives will be trading up and/or switch selling.

So, we generate massive amounts of data (sales) but how much of that is good information (sales of key products)? And how does that information give us knowledge (trends) and how does that knowledge enable us to show wisdom (e.g. changes to number of facings) in decision making?

There is no excuse for poor data collection and analysis in a quantitative sense. However, we also need some level of qualitative measuring i.e. aspects that are difficult to quantify but nonetheless vital for business success and viability. Store image and staff productivity both come to mind.

If we can’t measure, we can’t assess trends. A tendency to sales spikes (daily, weekly and monthly) also gives us a false perspective on turnover increases. Was the recent Father’s Day good from a sales perspective or when you analyse the weeks pre and post that day, maybe there wasn’t a marked upward trend? And if the sales were strong over the period, how was the margin overall?

We often find that we’re stuck on the sales and margin see-saw where your big sales weeks will be your lowest GP% weeks and your high GP% weeks will tend to be lower sales weeks. That is why it is vital in business to set GP% targets alongside sales targets to ensure we’re not just moving boxes for our suppliers.

Food for thought. ■

“You cannot control anything in business unless you can measure it.”

Peter Hall Industry Consultant

The market for apéritif wine and spirits in Australia is steadily evolving as consumers are looking beyond traditional bitter-orange and vermouth profiles towards light and bright serves that meet the demand for social, sessionable, lower ABV drinks.

Rooted in occasion and culture, Finn Healy, Managing Director and Co-Owner of Ambra Spirits says the Italian tradition of aperitivo is about ritual, relaxation, and social connection and now more than ever is resonating with Australian drinkers.

“What’s unique here is how that culture matches our climate. Long, hot summers mean consumers lean heavily toward lighter, refreshing spritz serves, rather than heavier pre-dinner cocktails. Apéritifs here are less about the ‘digestif’ tradition and more about outdoor entertaining, socialising, and celebration,” he said.

Owning the spritz ritual

Linn Philips-Johansson, Brand Manager and Director at Australian-made RHUBI, said the spritz has become synonymous with growth in the category and the aperitivo sits at the intersection of three major shifts.

“It’s the number one entry point into the category. Spritzes are approachable, light, and versatile, and they are driving both awareness and trial. The

From bitter to bright: Summer starts with a spritz

Considered the perfect summer serve, the popularity of spritzes has revitalised apéritifs in Australia, as consumers are drawn to their drinkability, social appeal and flavour versatility, writes Sienna Martyn.

category is evolving with lower-ABV drinking, the premiumisation trend of drinking better and more culinary, wine-led styles that suit Australian tastes and occasions.”

A recent report from IWSR confirmed the trend, citing economic challenges and lifestyle changes for the global interest in the serve.

“Affordability is becoming key and status is being redefined, leading consumers to adjust their channel preferences, favouring earlier, experienceled occasions including the increasingly pervasive aperitivo moment, where spritzes are proving especially popular,” the report read.

Mark Watson, Marketing Director of Campari Group reaffirmed that the shift reflects moderation and mindful drinking trends from Gen Z and Millennial consumers.

“Drinkers are seeking lighter formats that still feel elevated and social. The versatility of spritzes from brunch to sundown combined with their vibrant flavour profiles and ease of serve with two to three ingredients, makes them a natural fit for today’s drinking occasions.”

Format is also influencing versatility with the popularity of RTD serves, explains Philips-Johansson.

“Spritz serves (both on tap, shared carafe serves

“Spritzes are approachable, light, and versatile, and they are driving both awareness and trial.”

Linn

Philips-Johansson, RHUBI

and single cocktails), simple two- and three-ingredient cocktails, and convenient RTDs that translate the bar ritual to at-home. Each channel feeds the others: discovery in bars, convenience in cans and bottles, to exploration in retail.”

As versatility sits at the heart of the category, Pat Napoletano, Managing Director at In A Glass Group suggests innovation and experimentation will continue.

“Apéritifs can bridge categories and inspire a new generation of drinkers to experiment, whether at home or behind the bar. This season, we expect to see a wave of hybrid-style aperitivo serves mixed with a variety of spirits but still, lower in alcohol, big on flavour, and perfect for elevated summer gatherings.”

While a spokesperson from De Bortoli Wines told National Liquor News, that bright, citrus spritzes are expected to be the favourite this summer.

“The rise of citrus and fruit-forward flavours has shaped demand and will continue to do so with

“Its bright orange colour, refreshing flavour profile and straightforward preparation have made it a longstanding feature of social occasions.”

consumers gravitating toward beverages that are refreshing and sessionable,” they said.

Healy agreed that this is evident with the recent popularity of limoncello in the Australian market.

“Google search trends show limoncello spritz has grown by more than 300 per cent in Australia over the past two years, and this consumer-led momentum has helped reposition apéritifs as fun and approachable –not just niche or ‘European-only’,” he added.

As a result, brands are taking local ownership of the aperitivo moment through flavour innovation and provenance.

“The ‘made in Australia’ story has strong pull – IWSR data shows over 70 per cent of Australian drinkers are more likely to purchase locally made spirits if quality and value are on par with imports. We see consumers proudly choosing Australian apéritifs not just as substitutes for European brands, but as premium products in their own right,” said Healy.

The De Bortoli spokesperson added: “Versatility and local provenance are central to the appeal of De Bortoli’s Spritz range. Being Australianmade and owned, crafted by a fourth-generation family winery, resonates with shoppers who want to support local producers while enjoying highquality, innovative beverages.”

“Aperitivos can bridge categories and inspire a new generation of drinkers to experiment.”

Pat Napoletano, In A Glass Group

Philips-Johansson agreed Australian products are shining through authenticity, ingredient-led innovation, and on-premise creativity, and recommends retailers capitalise on this trend in-store.

“Independent producers set the pace, while larger players help broaden the audience. That balance between craft and scale keeps the category dynamic and growing.

“Shelf positioning is critical for Australian apéritifs. Often, they’re placed alongside obscure bottles that leave them in unknown territory. Positioning them within the aperitivo set, alongside the big-name players, ensures visibility and relevance,” she said.

Selling the summer spritz

Ambra’s Healy said there are plenty of opportunities for retailers to capitalise on the popularity of spritzes this summer and recommends starting with crosscultural storytelling and education.

“People connect deeply with provenance. Sharing the heritage of classic Italian apéritifs alongside the story of Australian producers like Ambra instantly makes the category more approachable and memorable.”

He continued: “Equally important is bringing the ritual into focus. Consumers are more likely to purchase when they can picture themselves enjoying the drink, so simple recipe cards, QR-linked videos or even in-store tastings that demonstrate how to make something like a limoncello spritz can be transformative.”

In A Glass Group’s Napoletano agreed, recommending retailers support storytelling with merchandising that creates an ‘experience’.

“Make apéritifs aspirational but accessible. Position them as a lifestyle choice that celebrates the Australian summer, not just a drink on the shelf. Curated apéritif bays or spritz displays, merchandised with complementary products aperitivos, soda, prosecco, tequila, gin, glassware, and citrus garnish are best.

“The education piece this summer will be about versatility – showing drinkers and retailers alike that these spirits aren’t just for spritzes; but are also ideal for mixed drinks and light cocktails,” he said.

While Philips-Johansson suggests retailers use familiar language to guide consumers based on preferred flavour profiles.

“Using familiar wine language (dry, off-dry, aromatic) makes it easier to navigate ABV, sweetness, and bitterness. Clear in-store signposting, whether by flavour profile (bright and citrus or bitter and bold etc.) or ABV, also further demystifies the category and helps guide shoppers with confidence.”

Healy agrees that confidence is key, and the trick is to guide customers through flavour and format options.

“Showcasing ready-to-drink spritzes alongside bottled spirits provides an easy entry point for trial, with a natural path for customers to trade up,” he added.

As a result of local ownership, flavour and format versatility and occasion driven drinkability, the aperitivo has become a modern Australian ritual that will continue to evolve this summer with the demand for lighter, and more sessionable serves. ■

Available through Samuel Smith & Son

Apéritif revival in Australia

From rhubarb to limoncello, Australian drinkers are embracing a new wave of apéritifs that blend European heritage with local innovation. This collection of brands –from RHUBI and Aperol to De Bortoli, Ambra and Amante 1530 – reflects a growing appetite for lower-alcohol, flavour-driven drinks that celebrate freshness, versatility, and the ritual of aperitivo hour.

RHUBI joins Dispatch Imports

Australia’s first rhubarb apéritif, RHUBI, announced a new national distribution partnership with Dispatch Imports, commencing 1 August 2025. The move marks the next chapter for the award-winning brand, following a successful period of growth under Vanguard Luxury Brands.

“We’re incredibly grateful for the role Vanguard has played in RHUBI’s growth and development in the Australian market,” said Linn PhilipsJohansson, Brand Director at RHUBI. “Looking ahead, we’re excited to partner with Dispatch Imports and continue expanding RHUBI’s presence through their dynamic and passionate team.”

Crafted in Victoria by some of Australia’s most awarded bartenders, RHUBI is a modern reinvention of the classic French Mistelle, made using fresh rhubarb (never concentrate) blended with juniper, French gentian, mandarin, and bitter citrus. The result is a bright, complex apéritif that’s helping to shape Australia’s emerging aperitivo culture.

Amante 1530 brings modern Italian aperitivo to Australia

A new Italian aperitivo has arrived, with Amante 1530 now available nationwide. Produced at the Pallini Distillery in Rome and developed with renowned Italian winemaker Riccardo Cotarella, Amante 1530 offers a contemporary interpretation of the classic category – lower in sugar, yet rich in flavour and sophistication.

At 15 per cent ABV and containing around 20 per cent less sugar than many traditional apéritifs, Amante 1530 is crafted with Italian-grown orange peel, chamomile, vanilla, and gentian root, achieving a refined balance between sweetness and bitterness.

Designed for modern drinkers seeking lighter, more versatile options, the brand also pays homage to its Italian roots. Its name references the founding year of Il Palagio (1530) and Italian tarot traditions, while the ridged glass bottle and vintage-inspired aesthetic reinforce its premium positioning.

“We’re already in six countries and growing fast. But our real goal is to build something lasting; something that becomes part of culture,” said Amante 1530 Co-Founder and CEO Ana Rosenstein.

“Australia’s appreciation for sunshine, flavour, and casual elegance made it the perfect launch market. It’s a place where ritual meets spontaneity.”

Distributor: Amante 1530

Distributor: Dispatch Imports

De Bortoli expands its vibrant Spritz range

De Bortoli Wines is expanding its popular Spritz collection, adding more bubbles, flavour, and versatility to the Australian aperitivo scene. Building on the success of its Limoncello Spritz, the family-owned winery has unveiled two new expressions – Lemon & Lime and Sangria Spritz – crafted to suit modern Australian drinking habits.

Light, refreshing, and effortlessly enjoyable, the new releases tap into the growing demand for low-alcohol, flavour-forward drinks perfect for casual and social occasions. The Lemon & Lime Spritz celebrates the rise of citrus refreshment, bursting with bright, zesty notes ideal over ice or mixed into simple cocktails. Meanwhile, the Sangria Spritz offers a fruit-forward, versatile serve that can be dressed up with seasonal fruits for a personal twist.

Together with the Limoncello Spritz and Muscat Apéritif, the expanded range showcases De Bortoli’s knack for innovation grounded in winemaking tradition. Australian-made and ready to enjoy anywhere, these stylish spritzes bring the spirit of aperitivo to every occasion.

Distributor: De Bortoli Wines

Aperol’s Italian spirit shines in Australia

Adam Zampa invests in Ambra Limoncello

Australian cricketer Adam Zampa has joined Ambra Spirits as an investor, bringing his well-known passion for limoncello to the Adelaide-based brand. Famous for his Instagram handle @limoncello.papi and his bottle tattoo, Zampa said: “It’s who I am. I just love limoncello.”

Handcrafted in South Australia using locally grown lemons, Ambra’s bright, zesty Limoncello is inspired by an authentic Italian family recipe. With 123 per cent year-on-year growth and more than 530,000 spritzes sold in FY25, Ambra is helping to lead the limoncello trend sweeping Australia.

Distributor: Ambra Spirits

Aperol continues to define the apéritif category in Australia, with its iconic orange hue and unmistakable bittersweet flavour inspiring a new generation of social drinkers.

Crafted from a secret recipe of high-quality fruits, herbs, and roots that has remained unchanged since 1919, Aperol delivers a sophisticated balance of zesty orange, complex herbal notes, and a subtle touch of vanilla.

Its signature serve, the Aperol Spritz – made with 60ml Aperol, 90ml Prosecco, and a dash of soda – remains a staple of aperitivo culture and a social media favourite.

“Aperol’s unique Italian heritage, established in 1919, coupled with its recognition as Italy’s leading cocktail, has created a significant resonance with Australian drinkers,” said Mark Watson, Marketing Director of Campari Group. “Its bright orange colour, refreshing flavour profile and straightforward preparation have made it a longstanding feature of social occasions.”

Adding to the brand’s appeal, Aperol Spritz Ready to Serve offers the same vibrant flavour and sparkle in a convenient pre-mixed format, bringing the Italian aperitivo experience anywhere.

Distributor: Campari Group

New Zealand wines progressive shelf power

Capitalising on their poster child wine variant, New Zealand winegrowers are evolving with Australian drinking habits, and equipping retailers with tips to adapt as well, writes Heidi Bain.

Australian wine lovers first fell for New Zealand’s wines due to the bright, fresh style of the Marlborough region’s Sauvignon Blanc; however, an evolution is brewing. We chatted with top New Zealand wine brands about aligning product evolution with consumer trends, the commercial weight of their collective story, and how retailers can participate in the roughly $878 million worth of New Zealand wine imported each year.

Creativity for curious palettes

Already sold on New Zealand’s quality and freshness, Australians are searching for their ‘what’s next’ from this category favourite. This trend is evident at Angove Family Winemakers, where Matt Redin tells us: “Our Pinot Gris has had double-digit growth over the last two years.”

Amanda Matral from Independent Beverage Partners (IBP) adds that New Zealand’s Rosé brands now make up 14 per cent of domestic sales, inspiring their recent launch of The Shy Kiwi Hawkes Bay Rosé into Australia.

Pinot Noir and the elegance within Syrah variants are gaining attention too, as consumers seek out something different from their trusted wine nation.

Effective marketing and communication are of course the responsibility of winegrowers and retailers alike. However, New Zealand wine has a collective advantage when it comes to narrative.

Contemporary consumers want to feel connected to their chosen brands. Connections are synthesised through relatability, shared values, and trust. Australian wine drinkers already hold trust with New Zealand’s growers, enabling retailers to initiate closer bonds by sharing the category’s story.

Matral states: “Leaning into the category’s origins will engage shoppers and elevate the category. Digital tools like QR codes can educate consumers on New Zealand’s wine regions and reinforce brand credibility, especially when paired with creativity and visually appealing point-of-sale materials.”

As consumers become increasingly climateconscious, tapping into that shared value is crucial. Redin suggests: “Talk to the sustainability of New Zealand wine. This comes through educating staff and featuring sustainable commitments in merchandising.”

With 98 per cent of vineyard area and 90 per cent

of all wine production certified under the Sustainable Winegrowing New Zealand programme, this makes their wine market a comprehensive story to tell.

At the brand-to-retailer level, Richard O’Brien, Sales & Marketing Director at Giesen Group, emphasises the strength of their story channels through retail partners.

“We partner with our distributors for hands-on, in-store training using simple product sales scripts to continuously communicate our innovative brand story. When staff understand what sets Giesen apart, they pass that passion onto shoppers.”

Market position and performance trends

Australia ranks third for New Zealand wine exports, just behind the USA and the UK, as $878 million was exported here in 2024. Although this figure is a softened number, Catherine Wansink of New Zealand Winegrowers says: “There’s slight growth in Sauvignon Blanc sales and a shift to higher average bottle prices. Sauvignon Blanc’s market share off-premise is 42 per cent by volume and 54 per cent by value.”

While Sauvignon Blanc sales might be currently lightly chilled, it remains the go-to for Aussies with their taste curiosity boosting sales of Pinot Noir, Pinot Gris, Chardonnay, and Rosé in recent years.

Consumer research from New Zealand Winegrowers found that Australian wine lovers associate New Zealand wines with being ‘from a place I trust’ and are ‘flavourful wines with taste appeal’ that are ‘high quality and premium.’ This advantageous consumer viewpoint translates into commercial value for Australian retailers.

In-store engagement that entices consumers remains crucial. Sarah Szegota, General Manager Marketing and Communications at Indevin, which looks after market-leading brands such as Villa Maria in New Zealand, says: “Branded displays, shelf talkers, and regular tastings to solidify consumer decisions can’t be overlooked.”

An added value is that New Zealand wines often carry award-winning accolades or high critic scores that reinforce their quality, helping shoppers finalise their decisions if these visuals are in-store.

Matral agrees, saying: “[You can’t understate] the strength of creative merchandising, paired with visually appealing point-of-sale materials that showcase regional diversity and distinctive varietal expressions.”

“Leaning into the category’s origins will engage shoppers and elevate the category.”

Convenience and lifestyle driven decisions

Shared value connections influence shopper decisions at the wine shelf, but alcohol content and convenience swing decisions too.

O’Brien from Giesen Group notes that consumers want ready-to-go options for picnics and barbecues. To fulfill that, Giesen has launched a 0% Spritz in a 750ml bottle and a 250ml slimline can in New Zealand and the United States.

Villa Maria is tapping into lighter alcohol and convenience trends, with Szegota saying: “We’re revitalising our 8.5 per cent ABV in smaller servings such as cans, offering portion control and convenience for new customers.”

After their UK launch last year, Villa Maria’s cans quickly ranked number eight in that canned wine market. These results are a fantastic summer-sales prelude for Aussie retailers, as our summer is undoubtedly here.

Retailers can reinforce in-store messaging by featuring on customers’ screens as well.

“Joint social media and direct email campaigns allow retailers to amplify their in-store messaging, particularly around hero varietals like Sauvignon Blanc and Pinot Noir,” Szegota suggests.

Retailers can utilise e-newsletters to feature New Zealand centric promotions and provenance-based stories. This helps to develop customer knowledge that, in turn, builds consumer-to-category connections, sparking interest to try previously untested variants.

Upskilling staff to integrate insights into customer communication not only boosts their confidence in service techniques but also ensures a consistent brand voice and category reputation.

Associations like New Zealand Winegrowers bolster brands with training sessions, webinars, tasting kits and equipment for retailers to immerse their teams, and ultimately their customers, in the uniqueness of the nation’s producers.

Organic Winegrowers New Zealand and Central Otago Wine Association have hosted consumer tastings in Australia, with expectations that other regions will follow suit. These events enable retailers to improve knowledge of the nationwide narrative, as well as how to sell the diversity of styles and premiumisation on offer.

Shelf space is competitive as local and international brands contend for and hold premium positions. To allow consumers to test their tastes beyond Marlborough’s

Two reasons to be absolutely fizzing: Giesen Spritz Sauvignon Blanc and Rosé

Giesen has done it again. The team behind New Zealand’s number one non-alcoholic wine has created another category shifter, Giesen Spritz: Sauvignon Blanc and Rosé. Crafted in Marlborough and Waipara, it delivers everything drinkers love about New Zealand wine, now in a lighter eight per cent ABV style lifted with delicate bubbles. This is wine made for modern drinking. Consumers are actively trading down in strength but not in flavour. Giesen Spritz hits the sweet spot between 0% and full strength, opening up new drinking occasions. From long lunches to early-evening service and bringing in new customers who want refreshment without compromise.

The crown-cap top adds instant theatre, giving the wine and the moment a signature pop that stands out both on-premise and in-store. Bright packaging, premium cues, and genuine New Zealand provenance make it an easy hand-sell.

For retailers, this is incremental gold: the lighter wine category is growing fast, and Giesen’s innovation track record gives it immediate credibility. For venues, it’s a guaranteed conversation starter that fits today’s social, sessionable occasions.

After four decades of crafting New Zealand’s most trusted wines, Giesen continues to redefine what Marlborough can be, now with a spritz made for sun, shelves and serious sales. Stock up quick for summer. Distributor: Oatley Fine Wine Merchants and Paramount Liquor

Villa Maria reveals bold new look

Villa Maria has unveiled a striking new evolution of its label, honouring six decades of award-winning winemaking while setting the stage for the brand’s future. The refreshed design launches with Villa Maria’s 2025 vintage across its flagship Private Bin and Cellar Selection ranges.

Pairing a contemporary aesthetic with the brand’s iconic red chevron, the update features a die-cut finish for stronger shelf presence and a brighter, textured background to enhance premium cues.

“In a highly competitive category we have to work harder to stand out,” said Sarah Szegota, General Manager of Marketing and Communications at Indevin Group. “This new label celebrates where we’ve come from and where we’re going.”

Developed with design specialists Design Bridge, the new look was tested with consumers across key markets, confirming strong appeal and purchase intent. In line with Villa Maria’s sustainability goals, the range also moves to a lighter weight 390g glass bottle.

The 2025 vintage will begin appearing on Australian shelves from November.

Distributor: House of Fine Wine

Sauvignon Blanc, retailers can widen their range to tell the complete New Zealand wine story.

Sauvignon Blanc makes up almost 90 per cent of New Zealand sales to Australia. Redin points out the opportunity to assemble a collection. Discovering the Pinot Noirs of Central Otago along with the stunning Chardonnay and Shiraz growers in the north island’s Hawkes Bay, can keep consumers coming back.

Wansink says that: “Although Australia is New Zealand’s third largest export market (behind the USA and UK) it’s first in Pinot Noir sales. This proves consumers’ taste for the variant, making it a risk-free selection addition retailers can tap into.”

Rising costs and price sensitivity can squeeze New Zealand growers out of entry-level price points, yet, this hasn’t dampened momentum. New Zealand Winegrowers report signs of growth in the mid-$20 price point across all varietals, creating a new space for retailers to address customer needs.

Redin says: “Aussies are willing to pay a bit more for something they enjoy and connect with. They’re buying fewer bottles of higher quality and higher prices. This gives a clear nod toward premiumisation trends and the shift toward value over volume.”

He emphasises that retailers can keep Australians intrigued with other flavourful variants.

“The big opportunity lies in growing other varieties, with Pinot Noir and Pinot Gris being the two key ones we’re focusing on,” he says.

Giesen’s O’Brien notes that the next few years will belong to brands that evolve with their drinkers.

“New Zealand’s wine audience remains loyal but skews older; the challenge is capturing a new generation seeking flavour, balance, and lifestyle relevance – wine drinkers who want to break the mould.”

Szegota also supports tracking shifting drinking behaviour, saying: “Australians drink less but better, which allows growth for premium tiers. And consider generational behaviour changes when ranging lighter, more refreshing wine styles that offer lower alcohol options.”

Matral predicts that demand for alternative formats for sharing occasions will only increase. For retailers, the commercial advantages arise from engaged customers, and a product selection that answers to their evolving tastes in formats that fit their changing lifestyles.

New Zealand winegrowers are keeping up with the evolution of Aussie wine lovers. With a decades long commitment to quality and freshness for consumers, these growers will continue to offer party ready products and elegant variants to meet changing demands, to always remind Australians of why they fell in love with New Zealand wines to begin with. ■

the spiritELEVATING

Once considered an afterthought, premium mixers are redefining the category with consumers looking to elevate the drinking experience, by drinking ‘less but better’, writes Sienna Martyn.

Premiumisation continues to define mixer growth with high-quality alternatives dismantling stigma surrounding the lesser quality products that once dominated the market.

Driven by shifting consumer demand for quality, value, and moderation, Kate Solly, CEO of CAPI Australia explains that mixers are now committed to delivering on that promise.

“A premium mixer is defined by its commitment to quality, from the ingredients used to the way it is crafted. At its core, it should elevate the paired spirit, not mask it. This means using real, natural ingredients, nothing artificial, and being completely preservativefree,” she said.

“Mixers also play a crucial role in elevating the drinking experience. After all, when three quarters of your drink is the mixer, it can be make or break. As people become more mindful about their consumption, they increasingly seek high-quality, well-crafted mixers.”

Alana Gibson, Head of Strategy ANZ at Fever-Tree

confirmed this trend, explaining that premium mixers have increased 7.2 per cent MAT while mainstream mixers have declined 11 per cent as a result.

“With the moderation trend driving reduced liquor consumption, when Aussies choose to drink, they are increasingly looking for quality. This is supporting the growth of premium mixers ahead of mainstream,” she said.

Flavour first

Indicators of quality for a premium consumer include format, flavour and ingredients – all of which are driving growth and creating opportunities for retailers.

“While the mixers remain dominated by tonics in liquor retail, recent growth has been driven by a variety of sodas and, more recently, cocktail mixers. We know that 75 per cent of spirits are consumed mixed, so it is crucial for liquor retailers to support their spirit categories with a strong range of mixers,” said Gibson.

Rebekah Delaney, Co-Founder of agave spirit

mixer LISTO agreed, adding that entry to the flavours of premium spirits is supported by equal mixers.

“Mixers are the gateway to premium spirits. While there’s genuine curiosity around luxury spirits, drinking them neat can be intimidating. Premium mixers provide a palatable, spirit-forward way to explore. Unlike cheaper alternatives, premium mixers are less diluted, more ingredient-centric and have nothing to hide behind, which really allows a premium spirit to shine.”

In terms of what consumers will be reaching for, Gibson expects citrus forward sodas to remain a popular choice across mixed drinks and cocktails.

“Particularly flavoured sodas for mixing with vodka and tequila,” she said. “By offering a range of flavoured sodas, your shoppers can confidently build their own cocktails at home with just simple ingredients (think Limoncello Spritz with lemon soda, tequila with grapefruit soda, Campari with blood orange soda etc).”

Solly declared this season the ‘summer of citrus’, a trend pioneered by RTDs, which she believes have highlighted desire for customisation, creativity, and quality.

“Citrus delivers the perfect balance of refreshment and complexity, ideal for summer drinking occasions, whether that is a spritz at home, a long lunch, or a simple serve over ice.

“The RTD boom has also influenced ingredient trends, with flavours now mirrored across both categories. These overlapping profiles reinforce the consumer appetite for freshness, balance, and natural taste, whether in a pre-mixed or hand-crafted serve.”

“Mixers are the gateway to premium spirits. While there’s genuine curiosity around luxury spirits, drinking them neat can be intimidating. Premium mixers provide a palatable, spirit-forward way to explore.”

Rebekah Delaney, LISTO

Consumer education is key

Solly explained that the rise in RTDs has not diminished the value of premium, hand mixed drinks.

“Consumers who enjoy the process of mixing and experimenting with flavours continue to reach for premium mixers to craft their own drinks. This is where knowledge of breadth of flavour, natural ingredients, and quality cues of premium mixers come to the forefront.”

She added premium consumers are paying attention to format and presentation.

“Bottles that are visually appealing, easy to serve, and suited for sharing or entertaining add to the overall experience and communicate a premium product,” said Solly.

For retailers and brands alike, Lara Irwin, Co-Founder of Indigo, says communication and education on the value and quality of mixed drinks is essential.

“Consumers are smart – they know what they want and are increasingly looking for exciting, premium products. Those after premium products are already in the know. They care about the way a label feels, that branding feels elevated and ingredients are sourced locally.

“There’s definitely a growing market that is ‘premium-curious’. You never want someone to feel like a product is out of their league. Instead, you want to warmly show them why it’s worth their investment. It’s all about giving consumers access to premium products while never talking down to them.”

Delaney recommends that retailers focus on accessibility and education for curious customers with a focus on value.

“Many shoppers still don’t understand what makes a mixer ‘premium’. They are also concerned with price sensitivity so that higher price point requires clear communication about ingredients, flavour, and value.

“We need to help consumers (and retailers) articulate why premium mixers taste better, pair better with spirits, and deliver better value – even at a higher price point.”

Ultimately, premium mixers can transform a spirit into an elevated cocktail or serve with one additional ingredient and presents a number of opportunities for growth, appealing to moderation and evolving flavour trends. ■

Merchandising for premium mixers

Fever-Tree’s Gibson suggests that a mixer range is about having the right products in the right place in-store.

“Align your mixer portfolio to suit your spirits portfolio. If you over-index with tequila and vodka, increase your range of sodas to help shoppers create light spritz style serves. If you over-index with dark spirits, increase your range of mixers like ginger ale and cola.

“It’s also not just about having the right range in-store. Mixers need to be visible and shoppable. Location is key – bring your mixers close to spirits and activate the serve you are trying to sell. Mixers are predominantly bought on impulse in liquor retail so disrupting shoppers at point of purchase is key,” she explained.

Huw Wilson, National Buyer for Barrel & Batch reminds retailers that staff engagement and education is critical to success, but keeping it simple is key.

“Staff don’t need to know every cocktail recipe, just the basics of spirit and flavour pairings. At Barrel & Batch, we encourage our teams to stay curious: pay attention to what’s trending on-premise, as those trends quickly flow into retail. Following key brands on social media can also help staff stay across emerging flavours and serve ideas,” he said.

THE SUMMER OF CITRUS STARTS

AUSTRALIAN FRUIT SODAS, BUILT FOR TEQUILA.

Premium mixers stir up new opportunities

From bold botanicals to sophisticated sodas, premium mixers are elevating spirits and driving fresh retail appeal.

Balanced and spicy: Fever-Tree’s triple ginger beer

By brewing a blend of three gingers from Nigeria, Cochin and the Ivory Coast, Fever-Tree has created an award-winning ginger beer that has been highly acclaimed by gastronomes and critics alike.

The fiery, full-bodied taste comes from the mix of gingers selected for their complementary, yet distinctive, flavour profiles.

As the liquid passes through the palate, the ginger will fill the whole mouth, leaving a warmth at the back of the throat.

From Cochin in India, is a variety that lends a warm and spicy flavour. From the Ivory Coast, a fresh green ginger delivers a lemongrass freshness, while Nigerian ginger brings a deep, intense flavour to the blend.

Described as not too sweet on the palate and with a deep, long-lasting ginger character, Fever-Tree Ginger Beer is perfect for classic mixes like Dark and Stormy, Moscow Mule or simply as a soft drink on its own.

Distributor: Fever-Tree

LISTO capitalises on the margarita moment

With authenticity, ease and quality at its core, LISTO Margarita Mix was created as a simple way for cocktail lovers to upgrade their at-home drinking experience and elevate their spirit purchases.

“There’s no occasion too big, or too small – life’s just better with a Margarita in hand. LISTO Margarita Mix brings bar-quality cocktails to the home that are easy to make, and easier to drink,” said Rebekah Delaney, Co-Founder of LISTO.

The Tommy’s Margarita Mix is designed to be shaken with equal parts tequila to showcase the qualities of agave spirits of all kinds and for non-drinkers, LISTO pairs with soda for a refreshing, zero option.

LISTO follows an authentic Tommy’s recipe with a blend of fresh Australian lime juice, organic Mexican agave nectar and pure water.

By skipping the concentrates, preservatives and artificial additives found in mainstream mixers, it stands out as the premium choice for consumers seeking quality and ingredient transparency.

Each bottle makes eight cocktails and is shelf stable, with a 12-month shelf life, making it perfect for both planned and impulse purchases.

Distributor: Paramount (NSW, QLD & VIC), ALM, or direct at hello@drinklisto.com

CAPI Grapefruit delivers premium citrus

CAPI’s bright, balanced and refreshing grapefruit soda delivers the perfect blend of tangy citrus and subtle sweetness.

Enjoyed on its own or as a versatile mixer, CAPI Grapefruit pairs with mezcal, gin, rum, vodka, or apéritifs like Aperol and is the ideal base for a Paloma – it’s as simple as tequila, ice, and a fresh grapefruit garnish.

CAPI CEO Kate Solly explains that today’s spirit consumers are focused on flavour, leaning into the light and bright citrus trend.

“Today’s premium spirit consumer looks for sophisticated flavour profiles that complement the spirit rather than overpower it, with an emphasis on natural ingredients.

“Health-conscious trends are also shaping expectations, with strong demand for lower-sugar and low-calorie options, without compromising taste or quality. Fruit-forward flavours, particularly grapefruit, citrus, and fruits, continue to lead the category, offering both refreshment and versatility across serves,” she said.

With a focus on premium ingredients and flavour, the soda is made from Australian fruit and cold-pressed citrus oils to give a crisp, clean and naturally bitter finish.

Available in 250ml four-packs or 750ml formats, CAPI Grapefruit is one of the soda brand’s top-performing retail SKUs.

Distributor: Australian Liquor Marketers (ALM), Paramount Liquor, and Liquid Mix (WA)

Indigo rethinks soda: all natural, all flavour

Founded by Lara Irwin and Lilli Hayes, Indigo Soda is vivacious and complex with flavour that delivers on the promise of premium.

Born in Sydney and made in Melbourne, the small batch sodas use all natural ingredients and Australian botanicals to build flavour and pair with spirits without overpowering them.

Leaning into consumer demand for health-conscious choices, Indigo sodas are also low in sugar for subtle sweetness and contain no adaptogens, nootropics, artificial sweeteners or caffeine.

With a focus on creating an approachable product, Irwin said it’s all about the ingredients.

“We use natural botanical extracts and real fruit juice in our sodas. While we’ve chosen unique flavour combinations that respect the taste of our consumers, we’re also an approachable brand.

“On the can of our mandarin soda, we’ve written, ‘She’ll have your friends thinking you’re sophisticated enough to know what bergamot is’. It’s all about giving consumers access to premium products while never talking down to them.”

Indigo’s mandarin, lemon myrtle and bergamot soda is a generously juicy example where mandarin juice mingles with elegantly scented bergamot, and vibrant lemon myrtle.

Indigo Botanical Soda comes in three unique flavours and is available in 330ml cans in 24-packs.

Distributor: Direct at hello@drinkindigo.com.au

Agave ascending

Once confined to shots and saltrimmed clichés, agave spirits –especially tequila and mezcal – have shed their partydrink image to become the most dynamic growth sector in both the global and Australian spirits markets, writes Melissa Parker.

Call it the year of yet another global crisis or the trend towards considered alcohol consumption, but consumers today are picky. They are upgrading and seeking artisanal, authentic brands, and agave spirits are ticking all those boxes and thus genuinely gaining momentum. In Australia, according to the latest data from Circana, total tequila (including glass spirits and RTDs) is increasing by 10.3 per cent in value and 17 per cent in volume, compared to the modest 1.4 per cent growth in value and a –0.6 per cent decline in volume for total spirits. It is worth noting here that spirit’s golden child, whisky, has experienced a downturn of 8.1 per cent in volume in the same period.

As Circana’s Andrew Gerard explains: “Tequila is growing at least three times faster than all of the other major liquor types in the spirits category as shoppers allocate more spend to the category.”

It’s the new age of agave.

Category growth: Tequila’s golden run

As of August 2025, total tequila sales in Australia reached $316.6 million, with glass spirits driving 91 per cent of all tequila dollar sales and RTDs emerging as a high-velocity growth segment (+53 per cent in value, +51 per cent in volume).

For Pernod Ricard, the trend is more than a fleeting fad.

“Tequila continues to be one of the most dynamic segments in the Australian spirits market,” says

Marketing Director Kristy Rutherford. “This momentum is being led by the Super Premium Tequila segment, which now accounts for over 60 per cent of the category’s total Retail Sales Value (RSV) growth, clearly reflecting the premiumisation trend shaping consumer preferences.”

From 2022 to 2025, tequila’s buoyant CAGR of +11.8 per cent has been fuelled by premium offerings, cocktail culture, and innovation. Looking ahead, Pernod Ricard projects a further +7.4 per cent CAGR through FY27/28, led by premium segments and increased interest beyond the classic Margarita.

(Source: Circana AU Liquor L5Ys)

At Proof Drinks Australia, General Manager Drew Doty is excited about the robust growth of the agave spirits category in Australia as tequila consumption rises year-on-year, outpacing global averages. He says this surge is driven by premiumisation, cocktail culture, and a growing appreciation for artisanal spirits.

“We’ve seen firsthand how brands like Cazcabel Tequila and The Lost Explorer Mezcal resonate with consumers seeking authenticity and depth,” he says.

At the independent end of the market, James Sherry of Tequila Tromba agrees that momentum is building even with craft brands.

“Craft or micro-tequila producers are leading the way as consumers become wary of neutral and poor-quality flavour profiles of former category leaders, coupled with turning away from celebrity-backed tequila.”

Consumer behaviour and trends

Australian drinkers are evolving fast. Where tequila once meant a quick shot and a wince, it now represents craftsmanship, ritual, and respect.

Toby Wallis, Brand Manager–Premiums at Brown-Forman, observes: “Tequila consumption is evolving away from shots and party occasions. In the on-premise setting, tequila is now consumed more often in a cocktail (41 per cent) than as a shot (34 per cent).”

This shift toward considered consumption is echoed by Doty at Proof Drinks.

He says: “Australian consumers are maturing in their agave journey, moving from shots to sipping, and increasingly favouring 100 per cent agave expressions like Reposado and Añejo. Millennials and Gen Z are driving this shift, prioritising craftsmanship, ethical sourcing, and flavour complexity.”

Doty adds that government moderation guidelines have also subtly influenced drinking culture.

“There is an overall movement toward mindful consumption and premium experiences. Brands like Pantalone’s Tequila, which is 100 per cent organic and offers a smooth, aged profile ideal for sipping, perfectly align with that trend.”

“Australian consumers are maturing in their agave journey, moving from shots to sipping.”

Drew Doty, Proof Drinks Australia

Howard Baynie, founder of Agave Lux, calls it a cultural recalibration. “We’re witnessing a shift from party shots to purposeful sipping. Australians are embracing 100 per cent agave spirits, with Reposado and Añejo variants now representing 25 per cent of total agave sales. Education is key – once shoppers understand the craftsmanship behind these spirits, they trade up naturally.”

Pernod Ricard sees the same behavioural evolution.

“Tequila is undergoing a significant transformation in Australia, evolving from its traditional image as a party shot to a premium spirit embraced by discerning consumers,” says Rutherford. “The growing appreciation for 100 per cent agave tequilas and aged expressions like our Olmeca Altos Reposado and Añejo continues to fuel demand.”

That shift will be spotlighted on the world stage in 2026 when Altos Tequila becomes the Australian Open’s first-ever Official Tequila.

“We’re excited to bring the vibrant energy of Mexico to punters with a range of tequila-based cocktails, including a custom AO serve, as well as Altos Lime Margarita and Watermelon RTDs throughout the precinct,” Rutherford notes.

Pernod Ricard’s ultra-premium Código 1530 will also feature courtside, reinforcing tequila’s place in premium drinking occasions.

Turning curiosity into commerce

With tequila now the fastest-growing spirit in the country, retailers have the perfect opportunity to turn exploration into loyalty: 1. Curate, don’t just stock

Baynie advises: “Don’t just stock agave; curate it. A well-chosen range with clear education, staff advocacy, and even seasonal cocktail tieins will outperform a crowded shelf.”

Segmenting by style – Blanco, Reposado, Añejo, and Mezcal –helps demystify the category and invites discovery.

2. Cross-merchandise for discovery

Wallis says Brown-Forman has seen excellent results from in-store add-ons.

“We’ve found that a simple bonus Margarita-mixer offering is a great add-on to win at the point of purchase in an increasingly competitive category,” he says.

At Proof Drinks, retail execution is all about visibility and education.

Doty explains: “Retailers who spotlight agave spirits in seasonal spaces, use education in-store, and cross-promote with cocktail ingredients – mixers, citrus, or glassware – see stronger engagement and trade-up rates. Pairing Cazcabel Coconut Tequila with cocktail recipe cards or neck tags has proven successful in driving impulse purchases and introducing new consumers to the category.”

Rutherford echoes this: “Retailers can drive category growth by showcasing simple alternative serves, such as the Paloma, and highlighting tequila’s versatility through product bundling and cocktail suggestions.”

3. Educate to elevate

Doty reinforces: “Retailers should invest in staff training and in-store signage that explains the differences between Blanco, Reposado, and Añejo, and highlights the value of 100 per cent agave spirits. Hosting tasting events or featuring agave-focused cocktail kits can demystify the category and encourage premium purchases.”

4. Authenticity sells

Consumers are increasingly sceptical of celebrity hype. Provenance, sustainability, and additive-free claims are now the markers of quality.

As Baynie says: “Authenticity isn’t a trend – it’s the new baseline.”

The next wave of agave

If tequila’s growth is the engine, innovation is the fuel. Pernod Ricard identifies flavour-led development as one of the biggest opportunities ahead.

“Flavour-led innovation is fuelling strong growth in the tequila category, with formats like RTDs and flavoured spirits driving double-digit gains and expanding consumer reach. Tequila RTDs have been a standout, far outpacing total RTD category growth,” explains Rutherford.

Proof Drinks is seeing similar momentum. Doty explains: “Innovation is thriving in formats like mezcal, flavoured tequila, and RTDs. The RTD category is growing in Australia, with tequila-based cocktails leading the charge. We’re closely watching the

Fast facts: Agave by the numbers

• Tequila is growing 10.3 per cent in value and 17 per cent in volume (MAT to Aug 2025).

• RTD Tequila is up 53 per cent in value – the fastest-growing segment in spirits.

• Australia now ranks top five globally in tequila consumption per capita.

• Mezcal represents just one per cent of total agave sales yet drives premium image value.

• ‘100 per cent agave’ and ‘additive-free’ cues are now key purchase drivers.

• Global agave spirits market projected to reach USD $19.5 billion by 2033.

Retail tips: How to grow your agave sales

Curate the shelf: Group by style (Blanco/Reposado/Añejo/ Mezcal) for easy navigation.

Add 'Additive-Free' signage: Transparency matters –make it visible.

Cross-promote: With cocktail kits, limes, and mixers to lift basket value.

Host tastings and staff education nights: Even 15 minutes can drive advocacy.

Rotate innovation: Trial flavoured tequilas, premium RTDs, and artisanal mezcal.

Tell the story: Provenance sells – use shelf-talkers or QR codes linking to brand heritage.

rise of flavoured expressions such as Cazcabel Coconut, Coffee Tequila, and our newest flavour, Jalapeño – they offer versatility and appeal to younger, flavour-curious consumers.”

Nick Chappell, founder of Compa Drinks, says simple serves are the new gateway.

“Ranch Water is a standout globally, and in Australia, it’s becoming the entry point for many consumers migrating from beer or spritz. Simple serves are emerging as the most dynamic sector in tequila growth, and category education is the fuel behind it.”

Pernod Ricard adds that tequila now has “the youngest shopper appeal among all glass spirits,” proof that innovation is reaching well beyond traditional demographics.

Provenance and authenticity

With consumer knowledge still developing, education around tequila’s craftsmanship and heritage remains critical. Pernod Ricard’s Olmeca Altos brand leans into storytelling.

“Our focus has been on distinctive platforms to communicate premium cues and heritage through partnerships, global campaigns, masterclasses, and tastings. Packaging design and price play a key role in signalling craftsmanship at shelf,” says Rutherford.

In December, Altos Tequila will unveil a new bottle inspired by Mexico’s rótulos – hand-painted street signs brimming with character – celebrating what the brand calls its ‘Maker’s Spirit.’ The bottle incorporates three per cent post-consumer recycled glass and a 5.6 per cent lighter design, reducing waste while maintaining visual impact.

Proof Drinks highlights similar commitments. Doty says authenticity is now non-negotiable.

“Consumers increasingly seek brands that tell a compelling story. Provenance, sustainability, and craftsmanship are no longer optional – they’re expected. The Lost Explorer Mezcal exemplifies this with its traditional production methods, environmental stewardship, and community engagement, while Cazcabel Tequila showcases sustainability from farm to bottle, being 100 per cent additive-free and 100 per cent sustainable in production.”

The agave category is no longer about fleeting trends; it’s about values, craft, and connection. With double-digit growth, cross-generational appeal, and boundless room for storytelling, tequila and mezcal are poised to reshape the Australian spirits landscape. For retailers, the message is to educate, curate, and celebrate the spirit of agave. ■

Data source: Circana’s latest figures (MAT or YTD) showing growth in value and volume for agave spirits, MAT 31.8.2025.