AUSTRALIA’S LEADING LIQUOR INDUSTRY MAGAZINE
vol. 45 no. 5 - October 2026
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Editor’s note
Publisher: Paul Wootton pwootton@intermedia.com.au Managing Editor: Deb Jackson djackson@intermedia.com.au
There’s a strong sense of momentum running
Our cover story, meanwhile, looks at another
through this month’s issue of National Liquor
independent business entering a significant new
Senior Journalist: Molly Nicholas mnicholas@intermedia.com.au
News, and perhaps more importantly, a willingness
chapter. After establishing FELLR as one of Australia’s
across the industry to keep evolving.
leading independent light RTD brands, founders
Journalist: Sienna Martyn smartyn@intermedia.com.au
Over recent months, our team has been fortunate
Will Morgan and Andy Skora are taking the brand
to attend conferences and events hosted by many of
into full-bottle spirits while significantly expanding
Australia’s leading independent retail groups. In this
its route to market.
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
issue, we bring that coverage together, taking you
And with summer approaching, we turn our
inside gatherings from Independent Liquor Group,
attention to the categories set to come alive over
Prepress: Tony Willson tony@intermedia.com.au
Liquor Marketing Group, Independent Brands
the warmer months. Our features explore the
Australia, Independent Liquor Retailers, Liquor
continued evolution of RTD, what retailers should
Production Manager: Jacqui Cooper jacqui@intermedia.com.au
Legends and Thirsty Camel Victoria.
be considering in their summer beer ranges, the
While each group has its own strategy, what
growing aperitivo occasion and the opportunities
struck me was how consistently the conversation
emerging in rosé, which is currently outperforming
returned to the future. Loyalty, data, digital
the broader wine category.
capability, stronger supplier partnerships and new ways to improve profitability are firmly on the agenda, but so too is the value of independence
It’s a packed issue, but one that ultimately reflects an industry refusing to stand still. I hope you enjoy it.
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itself – particularly the local knowledge and customer relationships that independents can turn
Cheers,
into a genuine competitive advantage.
Deb
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That theme continues in Retail Unfiltered, where Regions Cellars Co-owner Michelle Ottaway shares
Deb Jackson, Managing Editor
how championing South Australian producers and
02 8586 6156
building connections within her local community
djackson@intermedia.com.au
have shaped the store over the past six years.
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6 | National Liquor News
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Contents October 2026
Regulars
Special Features
10 Cover story: FELLR shakes up the
20 Independent Liquor Group: ILG
spirits landscape 12 Retail Unfiltered: Michelle Ottaway, Regions Cellars 14 Store Spotlight: Thirsty Camel Victoria Store of the Future 16 News: The latest liquor industry news for retailers around Australia 50 Marketplace: Brand news and promotions 98 Events: An exclusive look into the latest liquor industry events
sets sights on $1bn future 26 Liquor Marketing Group: LMG takes East Coast Conference to Queenstown 30 Independent Brands Australia: IBA network builds independent advantage 34 Independent Liquor Retailers: ILR outlines growth strategy at 2026 conference 38 Thirsty Camel Victoria: 2026 Forum and biggest-ever Trade Expo
64 Retail Drinks Australia: Retail Drinks commences next major research project 65 DrinkWise: Encouraging healthy choices during the pregnancy journey 66 New Zealand Winegrowers: Honouring Sir Sam Neill’s enduring contribution 67 Wine Australia: Understanding where wine consumers are heading next 68
Training: Counterintuitive thinking
69 Strikeforce: Using physical shopper engagement to drive purchase 70
Leasing: Signing a commercial lease
71 Changing Rank: BrightSide announces recent placements
8 | National Liquor News
42 Liquor Legends: Celebrating growth at the Mediterranean conference 44 Partner Content: Sachi8 expands zero sugar range with new flavours 46 Partner Content: Breaking Barrels has arrived... 48 Partner Content: Suntory House residency returns to Sydney 60 Summer Aperitivo Marketplace: Fresh flavours, lighter serves and spritz innovation 72 Ready-to-Drink: More reasons to reach for RTD 86 Summer Beer: Sessionable styles and balanced ranging 88 Summer Beer Marketplace: Beers built for summer 94 Rosé Report: Rosé finds new room to grow
Image credit: istock.com/pixdeluxe
Industry Focused
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Cover Story
FELLR enters a new era shaking up the Australian spirits landscape A move into spirits and a new distribution partnership mark a pivotal year for one of Australia’s leading independent drinks brands.
After six years spent building momentum from
to national player, the brand’s evolution is marked by
its Sydney base, FELLR is entering its most pivotal
three major launches in one season. The first being its
year yet. Having grown to one of Australia’s largest
move into full-bottle spirits, with the launch of FELLR
independent light RTD brands – selling close to four
Australian Vodka and FELLR Watermelon Vodka.
million serves annually – this year FELLR is stepping
With a background in spirits and appreciation of
into the national spotlight with a move into spirits,
cocktail culture, the launch of a spirit line was a natural
and a new partnership with Australian Vintage to give
progression and the realisation of a long-term ambition
that ambition a stronger route to market.
for Morgan and Skora. Crafted using Australian wheat,
It’s a significant step for the business, which began
copper pot distillation and filtered with limestone, the
in January 2020 when founders Will Morgan and Andy
range offers smoothness and minerality, while the
Skora left their roles at Pernod Ricard, investing their life
Watermelon Vodka expression translates FELLR’s
savings into the new drinks venture just weeks before the
iconic Watermelon flavour into a premium spirit with
pandemic hit. While lockdowns disrupted production
relevance among younger drinkers.
“We’ve always been about making drinks Aussies are proud to share. Moving into full-bottle spirits lets us cater to our current and expanded audience, but in completely new occasions.”
and created a volatile consumer environment, the pair
“We’ve always been about making drinks Aussies
began by hand-selling product and gradually turned
are proud to share. Moving into full-bottle spirits lets
a founder-led idea into one of Australia’s strongest
us cater to our current and expanded audience, but
independent drinks stories – capped off this year with
in completely new occasions. Our RTDs are made for
FELLR’s partnership with Venues NSW, and now
daytime sessions at the beach, barbecues, festivals –
being poured at Accor Stadium, CommBank Stadium,
but when you’re hosting at home, heading to a party or
McDonald Jones and WIN Stadiums, in addition to
getting ready to head out, you want something more
Will Morgan,
elevated, something you’re proud to share, and you
Co-founder, FELLR
already-secured Allianz and Sydney Cricket Ground.
want to curate your own drink. That’s what the vodka
Building a cross-category brand As FELLR makes the leap from a challenger brand 10 | National Liquor News
range is for,” says Morgan. With full-flavour and real-fruit credentials
Cover Story
representing a growth axis in RTD, FELLR has responded to that shift with its latest RTD release. Identifying strawberry as the clearest white space in the fastgrowing vodka RTD segment, and a flavour territory left unclaimed by category leaders, the brand has launched FELLR Crush StrawbLemon. Made with real strawberry and lemon juice and crafted at four per cent ABV, FELLR Crush StrawbLemon is all-natural and full-flavoured, packaged in 330mL cans and sold in four- and 24-packs. And with Australian Vintage now behind FELLR’s national distribution footprint, the brand is ready to build on its consumer connection and on-premise credibility by broadening the retail presence of its entire portfolio. Describing the partnership with Australian Vintage as the engine that makes the other moves matter, Morgan says FELLR’s structural change is the same one facing every fast-growing independent: a brand that punches well above its weight in consumer love, but under-indexes in its national presence and distribution reach. Australian Vintage gives FELLR the route to market, the retail relationships and the scale infrastructure to convert that brand equity into shelf presence nationally. “We’ve built this brand the hard way, store by store – now we get to put it where people can actually find it,” added Skora. As we approach the peak RTD trading period, retailers can contact FELLR or Australian Vintage for trade enquiries, ranging and promotional support ahead of the spring/summer season. For the full portfolio, product specs and brand story, visit drinkfellr.com. FELLR Crush is available now from local wholesalers, while FELLR Vodka will roll out to wholesalers from October/November.
■
October 2026 | 11
Retail Unfiltered
Retail Unfiltered: Michelle Ottaway on the importance of shopping local Michelle Ottaway reflects on six years of Regions Cellars and its role in championing South Australia’s local drinks industry.
Retail Unfiltered looks beyond the
the lease to what would eventually become
shopfront to uncover the commercial
Regions Cellars.
the most rewarding parts of what we do.” Michelle said inspiring local discovery
thinking behind Australia’s liquor retailers.
“Getting the liquor licence took more
has particularly resonated with the
In each issue, we explore the strategies,
than two years and plenty of persistence, but
community and shapes each element of the
decisions and market positioning driving
the support from locals was, and continues
in-store experience.
performance at store level.
to be incredible,” she said.
“People are often surprised by just how
This issue we get to know Michelle Ottaway,
“We often say we’re not just selling
diverse the South Australian drinks industry
Co-owner of Regions Cellars, whose mission
bottles; we’re trying to create a genuine
is, from established wine regions through
is to celebrate the diversity and richness of
community around great drinks, supporting
to small-batch spirits, craft beer and newer
South Australia’s liquor industry.
local and building connections.”
producers doing something different.
2020 with Michelle and her husband Jeff at
Selling South Australia
been a big part of that. We have access to
the helm. Together with a love for wine and
Six years on, Regions Cellars is a
producers who are able to offer their time to
backgrounds in business development, retail
neighbourhood bottle shop at heart with a
conduct tastings with our customers who then
and e-commerce, the couple took a chance
carefully curated range of wine, beer and
understand what makes each product special.”
on liquor retail.
spirits made in South Australia.
The store opened its doors in September
“The tastings and events we host have
Despite their personal efforts, the couple
The idea was born while the couple were
“We’re incredibly fortunate to have some of
walking their dog Moxie around their local
the world’s best producers on our doorstep, so
village in Dulwich, South Australia, when a
supporting local and introducing customers
“Running a small business is challenging.
particular space caught their eye.
to established and emerging producers is at
Costs have increased across the supply
our core,” said Michelle.
chain, while customers are understandably
“We would regularly walk past the shopfronts and talk about how the area had
One of the many reasons the couple
almost everything; a supermarket, butcher,
chose to support local was to bridge a gap
chemist, cafés, but no bottle shop. Then a
between local suppliers and customers.
space came up for lease, which felt like a sign,” said Michelle.
would also like to see broader encouragement for people to shop and drink local.
more careful with their spending. “We’d love to see more campaigns like the South Australian Government’s recent
“We’ve found that customers increasingly
‘Buy SA. For SA.’ initiative. It was a fantastic
want to know where products come from
way to raise awareness. Every time someone
Wanting locals to have access to
and who is making them. Being able to
chooses to purchase something made in
wonderful drinks and explore the South
connect them directly with great South
South Australia, that spend flows back
Australian industry, the Ottaways acquired
Australian producers has become one of
through the local industry and community.”
12 | National Liquor News
Retail Unfiltered
Knowing your people
Showing up authentically
Another key principle that the Regions
Michelle summed up her approach to the
Cellars team lives by is approachability.
end of 2026 in a simple motto: “Celebration,
“Drinks can sometimes be intimidating,
connection, community and value.”
so our team focuses on helping people find
She said: “We’re seeing very clearly that
something they’ll genuinely enjoy. We place
people want to connect. Our tastings are getting
great importance on selecting the right team
busier. Customers aren’t just coming in to try
members to work at Regions who love
a wine – they want to meet producers, learn,
beverages and also enjoy talking to people,
and understand the sense of place behind what
being customer focused and team players,”
they drink and maybe meet a new friend. We’ll
said Michelle.
continue to build on that with more tastings,
Among the small but mighty team are
producer visits and opportunities.
winemakers, viticulturists, sommeliers,
“As we start heading into the holiday
and hospitality professionals, all there
season, gifting will be a focus, along with
to convert the in-store experience from
seasonal merchandising and highlighting
overwhelming to enjoyable.
the joy of celebrating and being with others
From a curation perspective, Michelle said that means understanding demand and making room for emerging categories on the shelf. “We’re ranging lighter reds, alternative varieties and better-quality non-alcoholic options, while still maintaining the SA wines, beers and spirits our customers know and love. We also like to keep the range fresh by regularly introducing new releases and seasonal styles.
over a delicious drink.”
“We often say we’re not just selling bottles; we’re trying to create a genuine community around great drinks, supporting local and building connections.”
“Merchandising is a big part of that too,”
Michelle Ottaway
she added. “We often build displays around holidays, occasions and seasonal moments,
the team will continue to keep showing up. “We try and avoid getting consumed by factors outside our control and try as hard as we can to redirect our energy toward what we can change and do our best each and every day.” Finally, she offers a piece of advice to others that embodies the person and retailer Michelle is: “Smile and be kind. You never know whose day you might brighten.”
2019 Grey-Smith Wines
2024 Bondar Violet
‘Mount Gambier’ Sparkling
Hour Shiraz
Blanc de Blancs
A standout from one of
A stunning cool-climate
McLaren Vale’s most
right comes back to the team behind
Blanc de Blancs from Mount
exciting producers.
the store.
Gambier, crafted from 100
Vibrant dark berries,
“Each season we feature ‘Team Picks’,
per cent Chardonnay and
plum and spice with
allowing staff to recommend products
aged for years on lees.
silky tannins and
Bright citrus and green
impressive depth.
apple, balanced by fine
Layered, savoury and
bubbles, creamy texture
beautifully balanced,
and subtle brioche.
it’s a refined Shiraz
Vibrant and elegant.
that offers plenty of
RRP: $49
character without
giving opportunities; we make choosing that bottle or gift feel simpler.” For Michelle, getting those elements
they’re genuinely excited about. It gives customers a personal way to discover and reflects the expertise of our team.” She continued: “We also encourage involvement – whether it be by filming social media content, so our online community can get to know us in a fun, authentic, educational way.”
■
Michelle’s wine recommendations
because gifting is important for us. Think Father’s Day, Christmas, Easter and gift
Despite market challenges, Michelle said
feeling heavy. RRP: $38
October 2026 | 13
Store Spotlight
Thirsty Camel Victoria unveils its Store of the Future Thirsty Camel Victoria is exploring new categories, technology and data to drive greater member profitability.
Thirsty Camel Victoria has given members
Thirsty Camel stores can be open for
Victoria’s electronic shelf label (ESL)
a first look at its Store of the Future concept,
around 10 hours, Moelands said much of
business, which launched in the past year.
exploring how technology, data and
their trade is currently concentrated within
The group is investing in the technology by
complementary categories could help stores
approximately five hours.
funding the majority of electronic labels
increase profitability and attract customers across more parts of the day.
The Store of the Future therefore looks
required for members’ core ranges.
at ways to retain liquor at the heart of the
“This will allow our members to change
Showcased through a pop-up store at
business while introducing new categories
pricing throughout the day or week,
the group’s recent Forum and Trade Expo
capable of generating additional visits outside
maximising profits while reducing labour
in Melbourne, the concept brings together
traditional bottle shop trading peaks.
and human error,” Moelands said.
initiatives already being introduced
“For Thirsty Camel Victoria, the
“Security and impulse merchandising
across the network with potential new
opportunity is to retain the core bottle
are another focus. Lockable display units
opportunities including prepared meals,
shop offering while adding complementary
introduced last year provide members with a
coffee and an expanded snack offer.
categories, for example coffee, ready meals
way to merchandise our promotional program
and snacks, that drive more frequent visits
without the risk of theft. This year we are going
across the day,” Moelands said.
to introduce a smaller version that will be on
CEO Adrian Moelands said the concept responds to a challenging liquor retail environment in which declining sales and
“There is an opportunity to capture
the counter to capitalise on the growth of small
rising operating costs are putting greater
more of our existing shoppers’ needs plus
format spirits and other impulse products
pressure on store profitability.
broaden our offering to new customers. It
while continuing to reduce the theft risk.”
“Liquor sales are down. Costs to doing
is vital though that we remain and always
Also being explored is retail media,
business are up. The size of the pie is not
remain a bottle shop at our core. We will
with digital screens offering the potential
getting any bigger, so we need to think
never lose sight of who we are and what our
to create another communication channel
differently to make our members more
loyal customers love about us.”
inside stores.
Building on existing innovation
and we are currently looking into the best
such as ESL or decreasing our cost base but
While some elements remain at the
way to bring this to market that benefits our
ultimately, we need to make bold steps if we
exploratory stage, others build on
members and provides our supply partners
really want a different outcome.”
technology and initiatives already being
with new opportunities to engage shoppers
implemented across the network.
at point of purchase,” Moelands said.
profitable,” he told National Liquor News. “We can find ways to be more efficient
A key opportunity lies in making better use of stores throughout the day. While 14 | National Liquor News
“Retail media will be next cab off the rank,
Among these is Shelf IQ, Thirsty Camel
Perhaps the most noticeable departure
Store Spotlight
“The size of the pie is not getting any bigger, so we need to think differently to make our members more profitable.” Adrian Moelands, CEO, Thirsty Camel Victoria
from the traditional bottle shop is the
Further member focus groups will
exploration of prepared meals, coffee and a
follow, while some retailers have already
Evolution without losing the bottle shop
larger snack range.
volunteered their stores for trials.
For Thirsty Camel Victoria, the longer-
Thirsty Camel Victoria sees the categories
“We are a membership-based banner
term ambition is not to transform its stores
as complementary rather than replacements
group so member feedback will determine
into convenience outlets, but to create
for liquor, particularly given the group’s
our way forward. That being said, we already
more productive bottle shops capable of
relationship with Prosper Hospitality Collective
have members offering up their stores to be
serving a wider range of customer needs.
(PHC), which has expanded its connections
used in trials, so we feel confident that we’re
Moelands said the group’s history of
with suppliers beyond the liquor industry.
on the right track.”
initiatives including Hump Club, PHC,
Moelands said changing expectations
Thirsty Camel Victoria’s data is also
Shelf IQ and Troupe demonstrated a
around convenience, quality and value
providing a clearer picture of how effectively
willingness to test new ideas, while
presented a significant opportunity.
existing ranges use available space.
retaining the identity of the banner and
However, the Store of the Future is not
“Space is a premium and every product
intended to create a single template that every
that takes up space needs to earn its keep,”
Thirsty Camel Victoria member must adopt.
Moelands said.
its members. “If we continue to do what we do without evolving, some stores will be at genuine risk
“Different offerings are going to be relevant
The group has worked with suppliers to
of closing,” he said.
for different stores so it’s important that we
examine individual categories and determine
Five years from now, Moelands expects
approach this with the member, their shoppers
optimum ranges according to store format
successful Thirsty Camel Victoria stores
and location in mind,” Moelands said.
and customer mix. Across the network, its
to remain recognisably Thirsty Camel,
“While some offerings will likely go
research indicates 85 per cent of sales come
but with more reasons for customers
across the full network, it cannot be a one-
from just four per cent of total products sold
to visit.
size-fits-all approach.”
through the network, although Moelands
"At our core, Thirsty Camel Victoria
stressed that decisions still need to be made
will never change. Our core offering will
Data to determine what earns its space
at individual store level.
always be liquor, we will be driven by
Certain categories can also occupy
Hump Club, and our brand and culture will
Store-level data will play a central role in
disproportionately large amounts of space
remain as they always have: fun, cheeky
deciding both what stays and what changes.
relative to the sales they generate, creating
and innovative.
At the Forum and Trade Expo, attended
opportunities to rethink ranges.
by more than 680 people, members were
“Having products in-store that don’t
taken through the pop-up Store of the
move benefits no one: not our members, not
Future and presented with data specific to
our supply partners and not the shopper,”
their businesses.
Moelands said.
“But what you will see are stores that are trading for more hours with a broader offering and a broader customer base.” For Moelands, the Store of the Future is ultimately an extension of an approach the
“We had store-specific data that allowed
“The opportunity is to work with supply
group has taken to previous innovations.
us to have meaningful conversations about
partners and members to look at the data,
“It is in our DNA to be innovative but
space opportunities, while gathering
take on feedback and ensure all products
like with all our innovations in the past, we
insights and feedback directly from the
that are taking up space are delivering
will always remain member focused and not
membership,” Moelands said.
money into the tills.”
lose sight of who we are.”
■
October 2026 | 15
News The latest liquor industry
Paramount Liquor passes $1 billion milestone in Tokyo Paramount Liquor has revealed it has surpassed $1 billion in
For retailers around the country
revenue a year ahead of target, as more than 150 staff and supplier partners gathered in Tokyo for its annual conference. Built around the theme ‘Join the disruptor or be disrupted’, the three-day program explored Paramount’s growth strategy, technology and connected business ecosystem. CEO Nathan Rowe opened the conference by outlining the wholesaler’s FY27 strategy and challenging attendees Image credit: istock.com/Manuel-F-O
to rethink established ways of working.
Retail Drinks calls for stronger retail crime measures Retail Drinks Australia (RDA) is calling for bipartisan support for stronger measures to protect liquor retailers and staff following a series of thefts, break-ins and violent incidents across NSW. The renewed call follows multiple liquor store break-ins on Sydney’s Northern Beaches and an incident in Mascot involving teenagers stealing alcohol and pushing past retail workers. “This is another example of increasingly brazen retail crime targeting local retail liquor businesses,” said RDA CEO Michael Waters. “Retail crime has increased by 67 per cent in NSW over the past five years, and our own industry research shows nearly half of liquorstore staff experience a security incident weekly or more often. “Retailers are investing heavily in CCTV, security and staff training, but they cannot tackle this problem alone.” RDA is seeking government and opposition support for a proposed Small Business Security Rebate Program, offering matched grants of up to $15,000 for measures including CCTV, alarms, duress buttons, security lighting, shutters and bollards. The proposal also includes security assessment vouchers of up to $3,000. “Government should be helping small businesses make themselves harder targets, while ensuring police and the courts have the tools to deal with those who repeatedly target them,” Waters said. RDA is also calling for proposed Workplace Protection Orders to be legislated without delay. Research involving more than 1,000 liquor stores found only 47 per cent report every security incident to police, while 15 per cent of employees feel unsafe or very unsafe at work. 16 | National Liquor News
“Paramount is the disruptor, and not because we say it. Because we’ve proven it,” said Rowe. “The challenge we put to the room is the same one we put to ourselves: disrupt yourself before someone else does. The future of liquor sales will be built here.” Paramount confirmed the $1 billion target announced at its 2023 Tasmania conference had been achieved a year early, with its recently announced Thirsty Camel Victoria partnership taking the business over the milestone. Rowe also outlined Paramount’s AI strategy and its ‘one Paramount, one ecosystem’ approach, connecting technology, sales, retail, marketing, loyalty and supplier partners across the business. Other sessions covered on-premise category insights, sales strategy, the relaunch of Evolution Rewards and developments in AI, alongside supplier activations and experiences throughout Tokyo. The conference concluded with the Paramount Liquor Awards at Happo-en, where LION was named Supplier of the Year, followed by a Fireball afterparty at HVEN nightclub. Leigh and Nathan Rowe
News
Coles Liquor recognises its best suppliers and partners Coles Liquor Group has recognised its leading suppliers and partners at the 2026 Liquorland Supplier Showcase, with 12 awards presented across categories including beer, wine, spirits, RTDs and product innovation. Good Drinks Australia was named Beer Supplier of the Year, while Australian Vintage claimed Wine Supplier of the Year and Product Launch of the Year for Poco Vino. Pernod Ricard took out Spirits Supplier of the Year, while Suntory was named RTD Supplier of the Year and Sustainability Partner of the Year. “The Liquorland Supplier Showcase is always a great opportunity to bring our supplier community together, celebrate everything we’ve achieved over the past year and set the scene for what we must focus on for the year ahead,” said Liquorland General Manager Commercial and Marketing Sophie Went. “Our awards are a chance to recognise the fantastic results, innovation and partnership we see from our suppliers, and to thank them for the important role they play in helping us deliver for our customers.” Other winners included Brick Lane Brewing, Uber Eats, Campari Group, Mountain Culture, Vinarchy and Smith St. Good Drinks Australia General Manager Sales and Marketing Mick McKeown said the award recognised the company’s approach to partnership. “We are big enough to deliver and nimble enough to lead innovation and that’s why we are being sought out as a partner and recognised for our success.”
Benchwarmer closes after six challenging years West Melbourne beer hall and bottle shop Benchwarmer has closed its doors after six years, with owner Lachlan Jones pointing to rising costs and changing consumer habits as key pressures on the business. Benchwarmer opened just five weeks before Melbourne’s first Covid lockdown in 2020, forcing the business to quickly adapt through growler and squealer pours, online sales and free local deliveries. “Rather than just focusing on the general Melbourne craft beer market we were having face-to-face conversations about beer with local residents every day which made us somewhat of a community hub when everything went ‘back to normal’,” Jones told National Liquor News. While Benchwarmer survived the pandemic and established itself within the local community, Jones said beer excise
sustainable after recognising the personal toll of continuing to
increases and cost-of-living pressures had significantly changed
operate it.
the craft beer market. “We still see the hardcore craft beer hobbyists coming in for
“When you realise that a year has passed and the business is in the same financial situation but you as an individual have
their weekly haul but your normal drinkers who enjoy the odd
‘donated’ over 40 hours per week, it forces you to pose the
IPA or stout have had to make the tough decision (probably
question: ‘why am I doing this?’”
subconsciously) that craft beer is no longer something within their budget.” Jones ultimately decided the business was no longer
Jones will continue working with Oishii World and The Plug Beverages before reassessing opportunities in retail in early 2027. October 2026 | 17
News
Retail Pulse reveals resilient independent sector Australia’s independent liquor retailers are navigating sustained cost pressures and increasingly selective consumers, but the inaugural National Liquor News Retail Pulse Report reveals a sector focused on adapting to changing conditions. The report combines exclusive retailer survey findings with interviews, banner group commentary and insights from Retail Drinks Australia, providing a snapshot of the challenges and opportunities shaping the independent channel. Rising operating costs remain the greatest concern, with 35 per cent of retailers identifying expenses including rent, wages, freight and utilities as having the biggest impact on store performance. Consumers are also becoming more deliberate, with trading down and promotion-driven purchasing increasingly evident. However, opportunities remain for premium
Endeavour Group and GIVIT reach $10m milestone Endeavour Group and national charity platform GIVIT have reached $10 million in direct community support through their seven-year partnership, with Dan Murphy’s and BWS stores raising $2.1 million in FY26 alone. The partnership enables local store teams to select causes to support, with fundraising directed towards priorities including natural disaster relief, mental health and wellbeing, homelessness, Christmas appeals, and family and domestic violence (FDV). “Reaching $10 million is an incredible moment, but for us, the magic is in how it happens,” said Endeavour Group Chief Corporate Affairs and Sustainability Officer Dan Holland. “Our local store teams choose the causes that matter most to their own neighbourhoods – from domestic violence support to disaster recovery. It connects our crew and our customers directly to the communities we serve every single day.” In FY26, the partnership responded to almost 6,500 requests
products where retailers can demonstrate quality, occasion and value. Liquor Barons General Manager Chris O’Brien said differentiation had become essential. “Differentiation isn’t just important right now; it is the only sustainable survival strategy,” he said. Oldfield Cellars Owner Garth Oldfield echoed this sentiment. “We can’t win by trying to be the cheapest. Our point of difference has to be our range, our service and the knowledge our staff bring to every customer interaction,” he said. The report also identifies customer service, operational efficiency, digital capability, loyalty and differentiation as important future growth drivers. Despite challenging conditions, retailers are refining ranges, strengthening customer relationships and responding quickly to emerging trends, highlighting a resilient sector continuing to find ways to demonstrate value beyond price.
for assistance across every Australian state and territory, providing groceries, clothing, gift cards, fuel and white goods. With more than half of requests through GIVIT relating to domestic safety, Endeavour directed $450,000 towards FDV relief efforts during the financial year. “Endeavour’s long-term support has allowed GIVIT to scale our operations to support more people around Australia,” said GIVIT Corporate Partnerships Manager Catherine Grbic. “The culture of advocacy demonstrated across Endeavour continues to make a tangible difference in the lives of people experiencing hardship.” 18 | National Liquor News
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Independent strength Australia’s leading independent liquor groups are investing in growth, loyalty, technology and stronger member networks. National Liquor News goes inside the major 2026 banner group conferences to uncover the strategies shaping the next chapter of independent retail.
Independent Liquor Group
ILG sets sights on $1bn future ILG’s New Zealand Study Tour combined ambitious growth plans, digital investment and memorable shared experiences.
Independent Liquor Group’s 2026 Study
Welcoming delegates at Karaka Pavilion,
Tour brought members and supplier partners
Esposito reflected on how quickly the time
together across Auckland and Queenstown
had passed since the group’s previous
ILG recorded $545.2 million in sales
for a week that combined business strategy,
international Study Tour through Portugal
during FY2025/26, representing growth of
digital innovation, food and beverage
and Spain, while extending a special
3.1 per cent against a broader liquor market
experiences and the connections that have
welcome to members and partners joining
that was flat over the corresponding period.
long been central to the cooperative.
an ILG tour for the first time.
sales result and set the group’s sights firmly on its next major milestone.
While the result came narrowly below
From the opening reception at Karaka
“It’s good to get the family back together.
ILG’s $550 million budget, it represented
Pavilion to the closing Gala Dinner
It seems like yesterday we were all in
another record year and reinforced the
overlooking Lake Hayes, the New Zealand
Portugal and Spain,” Esposito said.
momentum the group believes can provide
tour provided an opportunity to celebrate
He also acknowledged long-standing
a foundation for substantially greater scale.
ILG’s latest achievements while setting out
members and partners who had participated
Wine was ILG’s standout category during
an ambitious vision for its next chapter.
in multiple Study Tours, with some delegates
the financial year, growing 26.3 per cent,
having joined ILG on 10 or more trips.
while beer increased 2.6 per cent.
At the centre of that vision is a goal to transform ILG from a half-billion-
It was a fitting beginning to a program
Esposito also cautioned against relying
dollar operation into a $1 billion business,
designed to provide plenty of opportunities
solely on headline sales value when assessing
supported by expansion into new markets,
for members, suppliers and the ILG team
performance in a market where supplier
continued investment in its banners and an
to reconnect, share ideas and strengthen
price increases can generate revenue growth
increasingly sophisticated digital ecosystem
relationships, while also examining how
even as fewer units are sold.
spanning e-commerce, delivery, customer
the group plans to compete and grow in a
Across ILG’s banner network, members
data, marketing and loyalty.
rapidly changing liquor retail environment.
sold a combined 5.13 million cases during
For CEO Paul Esposito, however, the
The scale of ILG’s ambition became clear
the year. Super Cellars recorded growth of
Study Tour was also about bringing the ILG
during the Auckland business sessions,
6.2 per cent, Fleet Street grew 4.3 per cent
community together.
where Esposito revealed another record
and Bottler increased 1.4 per cent.
20 | National Liquor News
Independent Liquor Group
The performance was achieved despite several challenging trading periods, including softer conditions in January and over Easter, as well as severe weather events along Australia’s east coast. Having established a business generating more than half a billion dollars in annual sales, ILG is now considering what will be required to almost double its scale. “We’ve hit the half a billion,” Esposito said. “Now we’re on our journey to a billion.” Reaching that target will require ILG to examine its organisational structure and determine where further investment will be needed to support a significantly larger operation. Geographic expansion will form part of that strategy, with Esposito describing Victoria as ILG’s “emerging state”. The group is investing additional resources in Victoria and pursuing opportunities to expand its retail network, making the state an important component of its longer-term growth ambitions. Much of ILG’s Victorian business is currently serviced from Sydney, but greater scale could eventually create the case for dedicated distribution infrastructure within the state. Despite its growth ambitions, Esposito stressed that ILG’s independent model would remain central to its proposition. Rather than imposing strict ranging requirements, ILG gives
“We’ve hit the half a billion. Now we’re on our journey to a billion.”
members greater flexibility to determine the products and ranges
Paul Esposito,
that best suit their stores and local customers.
CEO, ILG
“We’re getting more people coming to us because we don’t ask for product compliance which is becoming more difficult with the influx of new products,” he said. That combination of collective scale and individual retailer independence is expected to remain a defining part of ILG’s strategy as it pursues the $1 billion target.
Building the digital independent Growth, however, will not come from additional stores alone. One of the strongest themes to emerge from the Auckland business sessions was ILG’s push to strengthen the digital capabilities available to members and help independent retailers compete in a market where customer expectations increasingly extend beyond the physical store. Introducing the e-commerce presentation, ILG Trading Manager Tony Oliverio told delegates that digital retail had moved from an
Ross Colosimo & Bob McGhee L-R Michael Stagni, Kaye Pearson, Anne Stagni, Damian Bottero, Graham Pearson
optional extra to a fundamental part of modern liquor retailing. “E-commerce is no longer a nice to have. It’s an essential part of being the modern retailer,” he said. The challenge for independents is to combine the personal service and community connections that have traditionally differentiated them from larger competitors with the convenience consumers increasingly expect online. “What independents have traditionally won through is great service October 2026 | 21
Independent Liquor Group
Geoff Jansen, Megan Dessent, Karen & Len Markus
Felicity Needham & Glenn Crisp
L-R Michael Stagni, Kaye Pearson, Anne Stagni, Damian Bottero, Graham Pearson
Sam Urquhart & Emma Carper
Bob McGhee & Scott Young
and strong local relationships, and that sets us apart from the nationals.
Expected to become available to participating members in the
But those strengths need to be complemented by e-commerce strategy
fourth quarter of 2026, the initiative will allow stores to potentially sell
and loyalty programs if we’re going to stay relevant and competitive,
to customers far beyond their traditional local delivery catchments.
particularly against the chains,” Oliverio said. ILG’s existing e-commerce channels are already generating significant business, recording $15.06 million in revenue from 225,303 orders during FY2025/26. Mobile has become the dominant way ILG customers shop online, accounting for 75 per cent of orders, while 55 per cent of direct customers choose delivery. The group is also gaining a clearer understanding of how direct e-commerce customers differ from those using thirdparty marketplaces.
ILG E-Commerce Manager Marcus Severino said the integration had been in development for around six months. “It just opens it right up,” Severino said. “If you want to range your products, anyone in Australia can buy them.” The development addresses a particular limitation for regional members. While metropolitan retailers can access services such as Uber Eats and DoorDash for local delivery, some regional retailers have largely been restricted to click and collect. Australia Post will provide another fulfilment option, potentially
Direct customers are more likely to plan purchases in advance,
transforming the geographical reach of participating independent
often shopping earlier in the week ahead of the weekend, while
stores and giving retailers with distinctive ranges access to customers
marketplace purchases tend to be more immediate or occasion driven.
around the country.
Ordering times reinforce the difference. Direct orders peak between 4pm and 5pm, while marketplace activity is strongest considerably later, at approximately 8pm to 10pm.
For ILG, the opportunity is also about strengthening direct relationships between members and consumers. Third-party marketplaces remain important for generating orders
ILG is now planning to increase the frequency and scale of its
and acquiring customers, but direct transactions allow retailers to
online activity through supplier competitions, site-wide promotions,
avoid significant marketplace commissions while giving shoppers
campaigns around major selling periods and a $10 incentive for
access to pricing that may be lower than on third-party platforms.
new customers.
More importantly, they give retailers ownership of customer information.
Opening stores to customers nationwide One of the most significant digital developments unveiled during the Study Tour was ILG’s planned integration of Australia Post into its e-commerce platform. 22 | National Liquor News
“Owning the customer, that data is invaluable to all of us,” Severino said. Direct customer relationships allow stores to identify purchasing patterns, understand preferences and communicate relevant
Manan Mahant with Rex and Zina D'Aquino
Elizabeth Darveniza Daniel Pajares, Andrew Darveniza and Jinny Phanchai
Sergio, Olivia & Ross Colosimo
Albert Hakfoort, Sam & Aleisha Ingham-Myers & Nick Ingham-Myers
products and offers, while marketplace operators provide retailers
our customers and reward them for choosing to shop with ILG
with comparatively limited customer information.
venues,” Oliverio said.
ILG is encouraging members to use in-store signage, social media and QR codes to make customers who may currently use marketplaces aware that they can order directly from their local retailer. The online store also removes another fundamental restriction faced by bricks-and-mortar retail. “An e-commerce store is always on,” Severino said.
Members will also soon have access to another new digital resource, with ILG+ scheduled to launch on 31 October. The new Marketing Hub is designed as a one-stop platform for member communications and resources, providing instant access to promotional materials, information and updates. It will also give members additional assistance with social media, allowing ILG to take on more of the workload for retailers
Loyalty next on the agenda
that may not have the time or resources to manage their digital
The next stage of ILG’s digital strategy is expected to connect
marketing independently.
those online capabilities more closely with what happens inside member stores. The group is researching a loyalty program targeted for introduction in 2027, alongside a new ILG app. Rather than rushing to adopt an existing solution, ILG is
Together, ILG+, e-commerce, national delivery, the proposed app and future loyalty program point towards a broader strategy: giving independent operators access to increasingly sophisticated retail infrastructure while allowing them to retain the flexibility and local identity that differentiates their businesses.
taking time to develop a model that works across a highly diverse independent network.
Experiencing Auckland and Queenstown
The objective is to create a straightforward registration and
While the business sessions provided plenty for delegates to
redemption process at store level while allowing customers to access
consider, the Study Tour was equally focused on relationships and
consistent offers across online and physical channels.
shared experiences.
One of the largest technical hurdles is ILG’s fragmented point-
Following the opening reception at Karaka Pavilion, the program
of-sale environment, with approximately 25 different POS providers
moved beyond central Auckland on Saturday as delegates crossed
operating across member stores.
the harbour for a day exploring Waiheke Island.
Overcoming that complexity will be important if ILG is to develop
Breaking into groups, members and supplier partners visited
a connected view of customer behaviour and provide members with
some of the island’s leading wine, spirits and produce destinations,
more sophisticated tools to understand and reward their shoppers.
including Tantalus Estate, Wild on Waiheke, Allpress Olive Groves
“Loyalty programs give us an opportunity to better understand
and Waiheke Distilling Co. October 2026 | 23
Independent Liquor Group
Karen & John Panetta, Mark Gregory, Frances & Tony Oliverio, barbara & Dom Penna
The groups then reunited for lunch at Batch Winery, providing an opportunity to compare experiences and reconnect before returning
taking part in the experiences and activities across Auckland and Queenstown.
to Auckland. Happy Hour at the JW Marriott brought delegates together again that evening before an evening at leisure.
A memorable Queenstown finale After a week spanning business strategy, digital transformation,
Sunday shifted the emphasis back towards business with ILG’s
local produce, wineries, breweries and some of New Zealand’s most
Breakfast Briefing, where Esposito provided the update on the
striking landscapes, the 2026 ILG Study Tour concluded with its Gala
group’s financial performance and future direction.
Dinner at Stoneridge Estate.
Delegates also heard about ILG’s ongoing investment in its
Set on the shores of Lake Hayes with views towards The
brands and participated in an interactive discussion with the
Remarkables, the estate provided a memorable backdrop for the
group’s Brand Ambassadors.
final gathering of members and supplier partners.
The program then returned to Auckland Harbour, with delegates
Delegates enjoyed an evening of premium local food and wine
taking the public ferry to Hobsonville for an exclusive visit to Little
and entertainment, while having one final opportunity to reconnect
Creatures Brewery.
and reflect on the experiences shared across Auckland, Waiheke
A guided beer tasting offered insights into the brewing process and stories behind the Little Creatures brand, before the group settled in for a Kiwi-style pub lunch overlooking the harbour. The combination of structured business content and more informal experiences gave members and supplier partners opportunities to continue conversations outside the conference environment and strengthen relationships across the network.
Island and Queenstown. The relaxed finale brought the focus back to the idea Esposito had introduced at the opening reception: ILG as a family of independent retailers, supplier partners and team members whose relationships extend beyond individual transactions. Across the week, those relationships sat alongside a clear commercial message as ILG has reached another important stage
The second half of the Study Tour took delegates south to
in its development. Annual sales have climbed beyond half a billion
Queenstown, where the program continued with a welcome
dollars, its banners continue to grow against a subdued market, and
reception at Ayrburn, near Arrowtown.
the group is looking towards Victoria and other opportunities to
The historic farm precinct, which has been transformed into a collection of restaurants, bars and event spaces, hosted the group for drinks before dinner at The Bakehouse. From there, Queenstown provided the backdrop for the final days of the tour, culminating in the Gala Dinner at Stoneridge Estate on the shores of Lake Hayes. The Study Tour also provided an opportunity for members and supplier partners to support the ILG Foundation, with $55,000 raised over the course of the trip. The total included $10,000 in corporate sponsorship from Asahi, along with proceeds from auctions and donations collected throughout the tour. The fundraising added another dimension to the week, with members and partners contributing to the Foundation while 24 | National Liquor News
build further scale. At the same time, its investment in e-commerce, national delivery, marketing technology, customer data and loyalty reflects an acknowledgement that the competitive environment for independent retailers is changing. The challenge now is to combine those capabilities with the independence, local knowledge, service and flexibility that ILG believes remain its greatest strengths. From a $545.2 million business today to an ambition of $1 billion in the future, the New Zealand Study Tour made clear that ILG sees considerable room still to grow. But after a week designed around shared experiences as much as strategy, the journey towards that target will remain grounded in the collective strength of its members and partners.
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Liquor Marketing Group
“In the strongest position we’ve ever been”: LMG Conference 2026 The LMG East Coast Conference 2026 took place in Queenstown, New Zealand, where more than 300 members connected and celebrated the group’s remarkable performance within the retail landscape.
Liquor Marketing Group (LMG) welcomed members from
“It’s a tough ride at the moment, and everybody’s saying it’s
across NSW, Queensland and Victoria on Tuesday 1 September to
going to continue. That is not our team’s attitude at all… We’re
its 2026 conference in Queenstown. Setting the standard for the
probably in the strongest position we’ve ever been in.”
three days of events, the proceedings kicked off with a welcome event at Heliworks Hangar against a backdrop of the snow-capped
Loyalty a key growth driver
Remarkables mountain range.
At the conference, Page delivered his first business update as CEO of
Members were welcomed by new CEO Damien Page – on his first
LMG, illustrating strong growth for the group, delivering like-for-like
day in the role – who encouraged attendees to network with other
growth of +1.6 per cent MAT for the year, compared to a contraction
members and suppliers.
of -0.6 per cent for the total market nationally. This fantastic result
LMG Chairman, Wayne Bayfield, gave Page his vote of confidence, as well as thanking outgoing CEO Gavin Saunders for his many years leading LMG. “We definitely have the best team in the country, without any shadow of doubt.
for LMG is in large part due to loyalty programs and reinvesting revenue in the business. While leadership of the business is evolving, the core mission remains unchanged: driving sustainable and profitable growth for members.
“Gavin has done an amazing job and left an outstanding legacy
LMG rolled out loyalty programs across its four retail brands –
of what this business is today. But that whole time, Damien has been
Bottlemart, SipnSave, Harry Brown’s and Thirsty Camel WA – in the
working with him, so we’ve built a great business,” stated Bayfield.
first half of 2025, before launching a Member Exclusive campaign
“So, to Gavin, we wish him all the best. He’s done an outstanding
across all four brands for Christmas 2025. December and January
job. And Damien, take us where we need to go, mate.” Bayfield stated while the broader retail landscape was tough, LMG’s operations were exceeding industry expectations. 26 | National Liquor News
2026 sales recorded expected strong performance, but those figures were eclipsed by the ‘Loyalty Month’ activation in April this year, which was 40.5 per cent bigger than December 2025.
Liquor Marketing Group
“It’s a tough ride at the moment, and everybody’s saying it’s going to continue. That is not our team’s attitude at all… We’re probably in the strongest position we’ve ever been in.” Wayne Bayfield, Chair
LMG’s loyalty platform has become a primary driver of growing market share through recruiting, retaining and engaging shoppers, with over 320,000 members currently enrolled. In his update, Page highlighted significant performance metrics following ‘Loyalty Month’, including: • Basket Growth: Loyalty baskets are 56 per cent larger than nonloyalty baskets, contributing to a five per cent increase in overall total average basket size. • Engagement: The platform achieved a 206 per cent increase in app downloads and saw nearly 50,000 new sign-ups within the four-week period. • Data Capture: There were almost 100,000 entries into the $10K Pay Day activation, further enhancing LMG’s customer data. “People are choosing where to shop because of a loyalty program… The retailers who better understand consumers today will be the ones that win tomorrow.” Page called the impact of loyalty “phenomenal”, particularly when it came to driving bigger baskets. “In a retail market where shoppers are being more discerning with their spend, the basket growth achieved is a testament to the impact and a great tool to continue to deliver growth for LMG members.” October 2026 | 27
Liquor Marketing Group
“The more we grow, the more we generate, the more we invest. That is the benefit of LMG.” The CEO noted that the next step on the loyalty journey is to increase the personalisation in offers. Using an AI agent, LMG can analyse millions of rows of scan data to identify specific buyer behaviours and curate offers for them.
The “flywheel” effect of reinvestment Despite economic headwinds and a declining total market, LMG continues to gain market share. Compared to the large retailers, whose comparable store growth has been challenged in recent years, LMG maintains positive momentum through its member-owned and reinvestment model. In a feat that both Page and Saunders had made their goal for some time, LMG now reinvests approximately 72 cents of every dollar earned back into member outcomes, a figure significantly higher than traditional retail models owned by external shareholders. Page describes this as the “flywheel” effect where growing volumes lead to greater investment in platforms and member benefits. “The more we grow, the more we generate, the more we invest. That is the benefit of LMG. And where it sits today was the goal we sat down and wrote 10 years ago.” The business update showed that LMG continued to grow in many metrics and exceeding goals, all in service of its members. “When I talk about our priorities as a business, it is really simple. It’s the advancement and long-term, sustainable, profitable growth for members,” stated Page. “That is what we’re here to do… LMG is essentially a not-for-profit business. It’s about investing everything we earn back into driving the results.” 28 | National Liquor News
Damien Page, CEO
A fond farewell The 2026 conference closed with a lively celebration – a disco-themed gala dinner at Queenstown Events Centre. At the beginning of the night, Page took to the stage to honour the legacy of Saunders, who has led the group for the last 10 years through Covid and other challenges. “I will personally miss the man, not just miss the boss. He has not only helped me to be who I am today, but what he’s done for this place and what he believes in for LMG’s future, for the next 50 years, is something that we’re both proud of,” stated Page. Saunders then took the stage to give his final address, stating that he loved the business and the people within it, and wanted to celebrate its significance within retail liquor. “LMG is a remarkable business. We don’t talk about that enough. We are a 50-year-old business. We are one in $11 of every liquor retail liquor sale that goes through. It’s an amazing business, with amazing growth, and an amazing cause.” He also praised the culture of LMG, highlighting two groups of people who have driven that culture for members: the business development managers working with members, and LMG’s board. “Our BDMs hold us to account, and they’re amazing. Secondly, it’s our board. Our board donate their time. We don’t talk about that enough. They’ve all got big businesses, but they all donate their time. They hold us to account, they hold us to a direction, and they do an amazing job. Particularly Wayne Bayfield, our chairman. He cares. And when you feel part of that group that cares, and you feel that care, you want to deliver more.” Lastly, Saunders thanked LMG’s members. “The trust that you put in us to allow us to be involved in your businesses – I hope we stand up to that trust, and I know that we’ll continue to do so. You’re exceptional. You fight every day, and we love you for it.”
2027 Conference? Yeehaw! The 2027 LMG International Conference will head to the US from 1521 August, visiting Louisville and Nashville. Members will be immersed in the birthplace of Bourbon, before getting a taste of country music and culture. Places in the conference are limited.
Saunders then expressed absolute confidence in Page, who will lead LMG through its next chapter. “I’ve never met a more competitive man in my life. But that competitiveness is what drives him and will drive LMG. Every inch of him fights for LMG every day. And I have absolute confidence in LMG and what Damo is going to do; Damo will achieve great things over the years to come.” He concluded: “I take great pride out of holding the jersey for 10 years. I’m proud that I was CEO for 10 of the last 50 years, and I’ll be proud every day when I see Bottlemart, SipnSave, Harry Brown and TCWA – all of our brands – and how they continue to grow.”
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October 2026 | 29
Independent Brands Australia
IBA network gathers to build independent advantage Uniting members, suppliers and staff under the theme “winning together”, the 2026 IBA Trade Workshop explored what it takes to win in the independent channel.
Independent Brands Australia (IBA) members,
to network, share plans and build relationships over
suppliers and staff met on the Gold Coast last month
the coming days with the ambition of aligning and
for the 2026 IBA Trade Workshop to understand how
winning together.
the network can better connect, support and grow.
“This is the time to connect, share and learn
Exploring the future of independent retailing, the
from each other. We all bring different strengths,
conference brought together close to 550 delegates for
experiences and perspectives to the table. Our
three days of discussion, collaboration and practical
independent retailers know their customers better
insight into what it takes to win in an increasingly
than anyone, and they also know their businesses. Our
competitive market.
suppliers bring the products, ideas and innovation to
Under the theme of “winning with independents”,
the table. And our team brings all of that together.
the workshop centred on the strengths, challenges and
“This is our time to align and recommit as a group
commercial opportunities in liquor retail, with one theme
and as a family to continue to win. I encourage you to
surfacing repeatedly throughout the workshop: loyalty.
lean in, have conversations, ask questions, and make
As retailers navigate shifting shopper expectations,
the most of the next few days. This is about you, our
cost-of-living pressures and a crowded promotional
retail partners, and helping you to continue to win in
environment, loyalty is emerging as one of the
the market,” Barakat stated.
most pivotal opportunities for liquor retailers.
After an opening note from Metcash Liquor CEO
Beyond points or discounts, conversation across the
Kylie Wallbridge outlining continuous share growth
conference pointed to loyalty as a broader strategy
despite market challenges, IBA Retail business
for deepening customer relationships, encouraging
sessions commenced the following day.
repeat visitation and helping independents turn local
Barakat took the opportunity to highlight the
knowledge into a stronger, more personalised offer.
key pillars informing IBA’s retail liquor strategy: enhancing the IBA network by growing market
30 | National Liquor News
Building a future-ready network
share, driving retail excellence and optimising value
Arriving at The Star on Tuesday 1 September, delegates
propositions and service offerings by delivering a
were welcomed by John Barakat, IBA’s Executive
compelling digital proposition. He said IBA helps
General Manager for Retail, who encouraged them
retailers deliver convenience, choice and memorable
Lion's Hahn activation at the IBA Trade Festival.
Metcash Liquor CEO Kylie Wallbridge.
IBA Five Star Awards winners were celebrated at the Gala Dinner.
experiences, while supplier collaboration, shared insight, innovation and reliable execution drive loyalty, sales and mutual growth. “The shopper has a choice, and we have a choice about how we show up. We can sell products or we can create value. We can drive transactions or we can build loyalty. We can compete for today or we can build for tomorrow. “As we look ahead, the path is clear: it’s one team, one ambition, one direction. By strengthening our brands, future-proofing our ecosystem, and raising the bar on execution, we have a real opportunity to grow our share and lead the market even further,” Barakat added. IBA’s Head of Retail Strategy, Craig Payens, spoke to the success of the Key Retail and Platinum programs – the latter scaling to reach more than 300 stores just two
“As we look ahead, the path is clear: it’s one team, one ambition, one direction. By strengthening our brands, future-proofing our ecosystem, and raising the bar on execution, we have a real opportunity to grow our share and lead the market even further.” John Barakat, Executive General Manager for Retail, Independent Brands Australia
years since launching. Now more localised than ever, Key Retail and Platinum are delivering stronger ranges, creating repeat visits and driving spend and loyalty across the network, with the focus now sharply on strengthening execution and adopting smarter segmentation. “The directive is clear. We’re going to focus on better ranging, stronger partnerships, more consistent execution, and then an unwavering focus on the shopper,” Payens stated. Offering a reminder of how the marketing landscape has changed, Head of Shopper, Brand and Digital, Clare Adamiak, pointed to a shift from traditional one-way communication to an environment that is increasingly personalised, connected and data driven. Emphasising the importance of a multi-channel approach, Adamiak explained how success demands connected experiences across every touchpoint. “When we combine media, loyalty members, digital commerce and in-store transaction records, we increase our ability to influence decisions through the whole shopper journey, from awareness to purchase and repeat visitation. October 2026 | 31
Independent Brands Australia
“Looking ahead, our strategy is centred on bringing our capabilities into one digital ecosystem. By connecting our digital and physical assets, we engage with shoppers in real time, improve relevance, drive conversion, and ultimately deliver stronger outcomes for retailers, suppliers and the broader network,” she explained. With over 1,400 total stores across the network, General Manager IBA Retail, Adrian Ricci, highlighted how IBA is the largest banner group by scale in Australia, and the second largest by volume. Across FY25/26, 108 new stores joined the network, while IBA teams nationwide engaged in retail investment and refresh programs, including 107 signage refreshes, 88 store refresh programs, 76 cool room refreshes, 162 refurbishment plans and 31 electronic shelf label installations – with these initiatives delivering a 10 per cent total average value increase. “Our retail teams are creating environments for your brand to stand out and ensuring we use every square metre in your store to deliver sales margin Jim and Suzana Panovski and Natelle and Paul Modica. Bruce Russell, Associate Master Blender at Wild Turkey, joined the whiskey trail immersion.
outcomes for the retailer,” said Ricci. “The opportunity is in front of us. We’re not just refreshing stores; we’re creating a better retail environment, environments where shoppers want to spend more, and that is critical to the growth of what we do down the track.” The day ended with a supplier-hosted activation which brought together Brown-Forman, Campari, Sazerac and Suntory for a collaborative whiskey trail emersion, before the IBA Trade Festival invited retailers to explore 53 supplier exhibitions.
Driving retail excellence The final day of the conference included three Learning Lab sessions and a Q&A panel with leadership executives. Presentations on retail excellence included Rob Stokes, Jason Strong and Rose Stokes.
insights from Business Manager for VIC Damian Brice and National Refrigeration and Engineering Manager Ricky Gatti. Retail Operations Excellence Lead Luke Grima spoke to the importance of store design, customer service and digital strategies. While external presentation is crucial to customer perception, he highlighted internal standards and customer service as key advantages, while treating digital as an extension of physical stores to build engagement and loyalty. Marketing Manager Kristina Endrikhovskaia,
32 | National Liquor News
Independent Brands Australia
Marketing Manager Rebecca Bradley and Senior Loyalty Program Manager Patricia Robinson explored how digital platforms can be leveraged to enhance shopper engagement and loyalty – outlining how a drastic shift in shopper behaviour requires national and local store marketing to work together for stronger outcomes. Bradley highlighted exactly how IBA’s loyalty initiatives give shoppers a strong incentive to return
Recognising high performers
through personalised communications, tangible monetary rewards and exclusive activations.
As part of the Trade Workshop, IBA celebrated the retailers, suppliers and
“For the retailers in the room, a strong digital
staff leading the way across its network at the 2026 Five Star Awards.
presence can actually help increase basket size and
Only the fifth person to be inducted in 25 years, the Hall of Fame honour
purchase frequencies, and that’s simply by unlocking
was extended to Karl Loh, General Manager of Ritchies Liquor.
new shopper missions that may not have existed to
The national winners are:
your shoppers previously. “Visibility drives sales, digital platforms unlock
National Supplier of the Year Winner 2026 – Large: Lion National Supplier of the Year Winner 2026 – Small: Sazerac
powerful shopper missions, and loyalty builds repeat
National Retailer of the Year 2026: Thirsty Camel Bush Inn
business. So be visible and available for your customers
National Store Manager of the Year 2026: Roslyn Bishop Cellarbrations
and meet them where they are,” said Bradley.
River Arms
The third Learning Lab focused on category, with Category Managers Mike McLoughlin, Anthony Rose and Neil Anderson sharing insights around data-led decision-making. Key focus areas included driving
National Rising Star of the Year 2026: Josh Frazer Whitten, Cellarbrations Bonnells Bay National Retail Business Development Manager of the Year 2026: Ben Bray
profitability through premiumisation and navigating change; supporting occasion expansion through range development and new formats; and using data to inform growth. Speaking about the IBA promotional program, McLoughlin said: “This is becoming a critically important program that does a few big things for us – the biggest one is drive traffic into our stores. It’s also about increasing our basket size, improving retailer profitability, and creating reasons for shoppers to return.” In the final session, Barakat was joined by Metcash Group CEO Doug Jones, Metcash Liquor
Brenna Mellersh, Sharron Blore, Rohan Nash and Matt Slade.
CEO Kylie Wallbridge and NRB Chairman Shane Madden to discuss business challenges and emerging opportunities across the Metcash and IBA networks. Continuing the theme of loyalty, Barakat shared plans to integrate e-commerce and loyalty, and the opportunity to move towards open-loop loyalty, enhancing functionality for both retailers and shoppers. Later that evening, IBA members, staff and suppliers came together one final time for the annual Gala Dinner and Five Star Awards.
■
October 2026 | 33 Sunny Thakkar, Joydeep Sen, Mil Patil, Alok Dave and Anil Jaiswara.
Independent Liquor Retailers
Joanne Elson (Drakes Cellars), Paul Ayoub (Dib Group), Kate Appleby (TMA Group), Glenn Gregson (Sunny Days Distillery), John Mouawad (TMA Group) Terry Haskins (Bird In Hand Winery), John Lawson (Samuel Smith & Son | Negociants Australia)
Emma Carper (Campari Australia), Andrew McKay (Red Bottle)
ILR outlines growth strategy at 2026 conference ILR’s Adelaide conference combined business strategy, supplier engagement, regional experiences and recognition of network excellence.
More than 160 Independent Liquor
position with suppliers and its ability to
where Abdallah encouraged delegates
Retailers (ILR) members, suppliers and
negotiate investment for members.
to exchange ideas, strengthen existing
industry partners came together in Adelaide
Looking ahead, ILR plans to add another
for the group’s 2026 Conference, combining
100 stores to its network over the next three
“I think we can safely say we’re in a city
business sessions and supplier engagement
years, building on a recruitment rate of around
that understands good events, good food
with networking, South Australian food and
40 new stores annually in recent years.
and good drinks – which puts us in pretty
drink experiences and the annual ILR Gala Awards Dinner. CEO Anthony Abdallah used the gathering to outline ILR’s priorities for the year ahead, revealing total member purchases had increased 6.89 per cent and
But Abdallah said the group’s strength was
relationships and establish new ones.
good company,” he said.
about more than increasing store numbers,
Abdallah described ILR’s direction as one
pointing to greater unity, transparency and
of “collective strength and shared success”,
communication across the network.
with the focus on sharpening execution and
“I think the strength of our business is the unity of the members,” he said.
creating greater commercial opportunities across the network.
like-for-like sales had risen 5.61 per cent
“The members are coming together
despite challenging conditions across the
with a common goal and sharing all their
broader liquor market.
collective benefits amongst each other. They
Building stronger independent businesses
help each other, and we grow as individuals,
During the business sessions, Abdallah
but we also grow as a group.”
outlined how ILR intends to turn its
ILR returns to members increased by 21 per cent over the previous year, with Abdallah telling delegates the sales
The three-day program began with a
performance had strengthened the group’s
welcome function at Penfolds Magill Estate,
34 | National Liquor News
increasing scale and supplier investment into stronger outcomes at store level.
ILR members enjoying the sunshine at Never Never Distillery
Independent Liquor Retailers
Anthony Abdallah (ILR CEO) Steven McCann & Jenna Harrison from Lion at the Supplier Tradeshow
Central to that proposition is a flexible retail model that allows members to retain their independence and tailor their businesses to their individual markets rather than requiring every retailer to participate in the same programs. “We don’t force things on our retailers,” Abdallah said. “We have enough programs that people can opt into that are going to work for them.”
Gurdeep Pandher (Local Liquor Marsfield - Trafalgar Supermarket & Liquor) Tarun Hirani (IGA Currans Hill) Jatan Sojitra (Local Liquor Albion Park) Arvind Sahota (Local Liquor Willmot)
RTDs and spirits. Wine was identified as an area where further work and investment is required. Protecting retailer margins as operating costs rise is also a central part of the strategy. Rather than establishing promotional prices and
“The members are coming together with a common goal
expecting retailers to absorb inadequate margins,
and sharing all
Abdallah said ILR’s category team was working with
their collective
defined margin guardrails, assessing competitive
benefits amongst
market pricing before negotiating the supplier support
each other. They
That flexibility allows stores to respond to their
required to make promotions commercially viable.
own customer demographics, ranging requirements
Supplier planning is also becoming more proactive,
help each other,
and local communities while accessing the buying
with relationships that were previously heavily
power and support of the wider ILR network.
transactional increasingly moving towards six and
and we grow as
“We want to be the main store in town because we’re local and because we’re independent,” Abdallah said.
12-month plans. ILR is aiming to have key promotional activity
individuals, but we also grow as
planned eight to 12 weeks ahead, supported by
a group.” Anthony Abdallah,
Beer remains particularly important to the network,
competitor monitoring that allows the group to
accounting for around 37 per cent of ILR sales, while
lead on pricing rather than simply responding to
the group is also recording strong momentum in
the market.
CEO, Independent Liquor Retailers
October 2026 | 35
Independent Liquor Retailers
Andrew Satsias (ILR Chairperson), Debbie Taylor, Katrina Horsford & Jay Baird (Asahi Beverages), Anthony Abdallah (ILR CEO) Anthony Abdallah (ILR CEO), Andrew Satsias (ILR Chairperson), Mel Cox & Peter Cox (Dorrigo Cellars), Glenn Thompson (ILR BDM) Anthony Abdallah (ILR CEO) with members and suppliers at Never Never Distillery Scott Hatchett (ILR) Sumeet Saigal (Sugar Cube Foods), Anthony Abdallah (ILR CEO), Mick Ryan (Southport Surf Club)
New retail initiatives presented to members focused on increasing basket size, encouraging trial and creating stronger destinations within stores, with ILR outlining several concepts it plans to test across the network. These included further development of ILR’s beer program, work towards a comparable wine program, grab-and-go opportunities and trials around smaller formats and pack sizes. Selected stores will be used to test and refine concepts before successful initiatives are rolled out more broadly. ILR Conference attendees
As keynote speaker, Matthew Lumsden of Shibui Advisory brought the discussion back to individual retail businesses, presenting the transformation of Hastings Co-op Local Liquor Wauchope as a case study in simplifying strategy and reconnecting with customers and community. Hastings Co-op had endured a difficult period in which trust among members and the local community had deteriorated. Its turnaround involved addressing operational issues while putting customer experience back at the centre of the business. The Wauchope site underwent significant improvements before being relaunched in February, with investment across fuel, liquor, store presentation and community engagement. ILR members and its field team supported the transformation, helping with retail execution and ranging. The store expanded its wine offer and, through ILR’s supplier relationships, increased its Coopers range.
Sue & Ian Crofts (Federation Cellars)
Lumsden said the experience demonstrated an important competitive advantage for independent retailers. “You know your local market,” he told delegates, pointing to service, ranging and community connection as areas where independents can differentiate themselves. The support provided during the turnaround also illustrated the practical value of belonging to a larger independent network. “I felt like I joined a team of 500,” Lumsden said. His closing message encouraged retailers to concentrate on the areas within their control amid pressures including wages, electricity, interest rates and inflation. “What can you remove, simplify, or consolidate today that will make your business stronger tomorrow,” he said.
36 | National Liquor News
Independent Liquor Retailers
2026 ILR Gala Awards winners
opportunity to meet with suppliers, discover new products and innovations and
Overall Retail Member of the Year: Liquor and
Following the tradeshow, delegates headed south for an afternoon in McLaren
The ILR Supplier Tradeshow held at Sunnybrae Estate gave members the discuss opportunities with industry partners.
Co Lyneham; Albion Park Local Liquor
Vale, taking in one of South Australia’s best-known wine regions and enjoying
Overall On Prem Member of the Year: West
lunch at Never Never Distilling Co.
Ashfield Leagues Club
The day balanced business with the social side of the program, allowing
Liquor Store Manager of the Year: Louis Liu,
conversations that began on the tradeshow floor to continue in a more
Fishermans Fine Wines
informal setting.
New Liquor Store of the Year: Hastings Co-Op Local Liquor Wauchope Overall Supplier of the Year: Asahi Beverages Emerging Supplier of the Year: Archie Rose Distilling Co. Supplier of the Year – Beer: Lion Supplier of the Year – Wine: Oatley Fine Wine Merchants Supplier of the Year – Spirits: William Grant & Sons Supplier of the Year – RTD: Asahi Beverages Retail Member of the Year – Sydney: West Guildford Local Liquor Retail Member of the Year – NSW South: Albion Park Local Liquor
Celebrating the network A highlight of the trip was the 2026 ILR Gala Awards Dinner, recognising leading retailers, venues, store managers and supplier partners. Opening the awards, ILR Chairperson Andrew Satsias returned to the importance of independents using the scale and experience of the wider network. “Independence doesn’t have to mean standing alone,” he said. “The real strength of ILR comes from independent retailers working together. “The more we support our programs, the more we put our purchasing strength behind our own, the stronger Anthony and his team are at the negotiating table, and the more value they can deliver back to us.” Satsias ended his address on an optimistic note, pointing to the progress already made and the opportunities still ahead. “We’ve had a terrific year. We should be proud of what we’ve achieved together,” he said. “But I believe there’s much more ahead of us.”
■
Andrew Satsias (ILR Chairperson), Anthony Abdallah (ILR CEO), Sladjan Maksimovic (Archie Rose Distilling Co.)
Retail Member of the Year – NSW North: Dorrigo Cellars Retail Member of the Year – ACT/VIC: Liquor and Co Lyneham Retail Member of the Year – QLD: Dry Dock Cellars Retail Member of the Year – SA: Drakes Cellars Gawler East On Prem Member of the Year – Sydney: West Ashfield Leagues Club On Prem Member of the Year – NSW South:
Anthony Abdallah (ILR CEO), Joanne Elson (Drakes Cellars), Andrew Satsias (ILR Chairperson)
Warilla Bowling and Recreation Club On Prem Member of the Year – NSW North: C.ex Coffs Harbour On Prem Member of the Year – ACT/VIC: DOMA Group On Prem Member of the Year – QLD: Tallebudgera Surf Lifesaving Club October 2026 | 37
Thirsty Camel Victoria
‘Built to Win’: Thirsty Camel Victoria looks to the future
A record 680 attendees gathered in Melbourne for Thirsty Camel Victoria’s biggest Forum and Trade Expo yet.
Thirsty Camel Victoria has used its 2026 Forum and
The ‘Built to Win’ strategy centred on three
biggest-ever Trade Expo to unveil a series of initiatives
major areas – Thirsty Camel Victoria’s Store of the
designed to strengthen its members’ businesses, with
Future, the official launch of Prosper Hospitality
its new wholesale partnership with Paramount Liquor
Collective (PHC) and a new partnership with
among the major announcements.
Paramount Liquor.
Returning to Melbourne following Thirsty Camel
The Forum also gave the group an opportunity to
Victoria’s 50th anniversary, the Forum was held under
update members on its performance in a challenging
the theme ‘Built to Win’, reflecting a focus on taking
liquor market.
bold steps to position the group and its members for the future.
Despite difficult trading conditions, Moelands said Thirsty Camel Victoria had outperformed
Thirsty Camel Victoria CEO Adrian Moelands
the Victorian Liquor Weighted market and rival
said bringing the Forum back to the city where the
independents, recording value growth of one per cent
business began was particularly fitting, with the event
in beer, 5.6 per cent in ready-to-drink, five per cent
continuing a tradition that has been central to the
in glass spirits and 1.4 per cent in wine.
group since its establishment. “We were back in Melbourne this year, which
Paramount partnership marks new chapter
felt fitting given we’ve recently celebrated our 50th
Central to the Forum was the introduction of Thirsty
anniversary – back in the hometown where it all
Camel Victoria’s new wholesale supply partner,
started,” Moelands said.
Paramount Liquor, with the arrangement effective
“Forum is such an important part of our DNA;
from 1 September.
United Inn Keepers was established by publicans, so
The partnership followed the conclusion of Thirsty
the concept of getting together, sharing information
Camel’s national model and brings together two
and having a great time is a key part of our culture.
likeminded businesses, with Paramount working with
We’re proud of this, and we know it’s something
Thirsty Camel Victoria across wholesale supply as well
special that sets us apart from other banner groups.”
as broader strategic initiatives.
38 | National Liquor News
“We can find ways to be more efficient such as ESL or decreasing our cost base but ultimately, we need to make bold steps if we really want a different outcome.” Adrian Moelands, CEO, Thirsty Camel Victoria
Thirsty Camel Victoria
For Moelands, the significance of the agreement extends beyond distribution.
of Thirsty Camel Victoria represented an approximately 35 per cent increase in the wholesaler’s Victorian sales volume.
Paramount’s family-owned structure, strong Victorian
The businesses also intend to work together to grow Thirsty
presence and focus on independent retailers were among the
Camel Victoria’s retail footprint and Paramount-owned Bottle Stop
factors behind the decision, while its logistics model also played
nationally, with Bottle Stop stores to become members of United
an important role. Paramount owns its fleet and directly employs
Inn Keepers as the network expands.
its drivers, which Moelands said would help provide members with greater consistency. “Effectively their team becomes an extension of our membership, which was really important,” he said. “It was also a great opportunity for our members to meet the Paramount team, establish relationships and discuss the transition
“We’ve also got a strategic initiative together around growing the Thirsty Camel business in Victoria, but also then growing Bottle Stop nationally. So, we’re going to be investing behind that,” Rowe said. The relationship creates opportunities for Paramount to work more closely with the wider United Inn Keepers business across PHC, Shelf IQ and events agency Troupe.
– what it meant for them, both long term and in the immediate future,” Moelands said.
Record Expo showcases future direction
“We’ve really benefited from this, as the transition has gone
Another major highlight was the Trade Expo at Flemington
smoothly and, three weeks post-Forum, we have close to all members
Racecourse, which Thirsty Camel Victoria described as its biggest
ordering through Paramount.”
to date.
The partnership also carries broader growth ambitions for both
A total of 680 people attended, representing 85 per cent
businesses. Paramount Liquor CEO Nathan Rowe said the addition
of Thirsty Camel Victoria’s membership, while more than 80
October 2026 | 39
Thirsty Camel Victoria
exhibitors participated across liquor, food, non-alcoholic beverages, gaming, insurance and technology. “The Trade Expo at Flemington Racecourse was the highlight. This year it was supported by PHC and was the biggest we’ve ever had,” Moelands said. “Feedback from both members and exhibitors was positive, with meaningful engagement on both sides.” The expanded exhibitor mix reflected the broader direction being explored by the group, with the Expo extending beyond traditional liquor suppliers into categories, technology and services relevant to members’ wider businesses. One of the key features was a pop-up Store of the Future, which allowed members to experience some of the ideas Thirsty Camel Victoria is considering for its network. The concept explores how stores can retain the traditional bottle shop offer at their core while introducing complementary categories and technology designed to improve efficiency, profitability and visitation throughout the day. Among the areas being explored are electronic shelf ticketing, retail media and digital screens, impulse refrigeration and lockable displays for small-format spirits, alongside potential new categories such as prepared meals, coffee and an expanded snack offering. Electronic shelf labels are already a significant area of investment through Shelf IQ, with Thirsty Camel Victoria on track to have 45 per cent of stores transitioned by December. Moelands said digital ticketing could reduce labour and human error while providing greater flexibility around pricing, including the ability to change prices throughout the day or week to maximise profitability. “Pricing needs to be dynamic, so we are meeting the consumers expectations. We know from our data we need to be promoting different categories at different times,” he said. Importantly, the Store of the Future is not intended to result in a uniform model across the network. Thirsty Camel Victoria used store-specific data at the Expo to discuss opportunities with individual members and gather feedback, with further member focus groups to follow. The initial response has been encouraging. “Feedback was positive,” said Moelands. “Market Analyst Craig Woolford was able to highlight the opportunity through market data, based on this, we have a number of stores wanting to execute new categories in-store.” The concept comes as the group looks for new ways to improve member profitability in an environment where liquor sales are under pressure and operating costs continue to rise. “Liquor sales are down. Costs to doing business are up. The size of the pie is not getting any bigger, so we need to think differently to make our members more profitable,” Moelands said. “We can find ways to be more efficient such as ESL or decreasing 40 | National Liquor News
Thirsty Camel Victoria
our cost base but ultimately, we need to make bold steps if we really want a different outcome.” That focus on finding new ways to support members also extends beyond the bottle shop, with the Forum marking the official launch of Prosper Hospitality Collective (PHC). With many Thirsty Camel Victoria bottle shops attached to pubs, PHC has been developed to help hospitality operators save time and money across their businesses. Already, 85 members have joined PHC and are seeing savings on all lines in the business, according to Moelands. While closely aligned with Thirsty Camel Victoria’s membership, PHC is available to venues beyond the Thirsty Camel network, enabling United Inn Keepers to extend its reach into the broader hospitality industry. Together with Shelf IQ and Troupe, PHC forms part of a broader strategy to develop businesses that complement the core Thirsty Camel Victoria offering, provide practical benefits for members and create alternative revenue streams. The Forum also provided an update on Hump Club, with the group highlighting the success of its Hump Day Deals program. The sharp weekly offer, available on Wednesdays only, was created to disrupt traditional shopping patterns and drive customers into stores earlier in the week. “The big success for Hump Club was the launch of the Hump Day Deals program, a sharp weekly offer available on Wednesdays only, designed to disrupt and drive shoppers into stores earlier in the week,” Moelands said. “Supply partners are seeing significant value in the program – for example, the objective for the Jack Daniel’s Tennessee Serve NPD was to get liquid on lips, and Hump Day Deals delivered this by giving away over 3,000 cans in just one day.” The Trade Expo was followed by a rooftop cocktail party overlooking Flemington Racecourse and the Melbourne skyline, before the Forum program culminated in a Gala Dinner at Melbourne’s Forum Theatre.
Forum celebrates members and suppliers The Gala Dinner provided an opportunity to recognise members and suppliers, with awards presented across several categories. Better Beer received the Up’n’Comer Award, while Brown-Forman,
“Forum is such an important part of our DNA; United Inn Keepers was established by publicans, so the concept of getting together, sharing information and having a great time is a key part of our culture.”
represented by Corey Dellitt, was named Supplier of the Year from a field that
Adrian Moelands,
in Melbourne reflected Thirsty Camel Victoria’s focus on finding new sources
CEO, Thirsty Camel Victoria
of efficiency, revenue and growth while maintaining the identity that has
also included Asahi, Suntory Oceania, Treasury Collective and Pernod Ricard. Grandview Hotel took out Store of the Year, ahead of finalists Thirsty Camel Bacchus Marsh, Esplanade Hotel, Thirsty Camel Echuca West, Central Lakes Hotel and Family Hotel. Tony Coad was also recognised with the Member Milestone Award. Across the Forum, the common thread was a willingness to look beyond the traditional banner group model for new ways to support independent operators. From the Paramount partnership and investment in technology to hospitality services and experimentation with the future store format, the initiatives unveiled
underpinned the business for 50 years.
■
October 2026 | 41
Liquor Legends
Liquor Legends celebrates growth at Mediterranean conference Liquor Legends brought 160 members and trade partners together for business, networking and celebration across the Mediterranean.
Liquor Legends has wrapped up its 2026
opportunities to explore Mykonos and
retail gross profit increased 5.2 per cent,
international conference, bringing 160
Santorini, alongside hosted dining
while transactions grew 1.2 per cent and
Liquor Legends and Value Liquor Group
experiences and networking on board,
average spend rose 2.8 per cent.
members and trade partners together for a
before a sea day between Türkiye and Italy
The results reinforced Liquor Legends’
Mediterranean journey combining business,
provided the setting for the conference’s
focus on increasing transactions and
networking and shared experiences.
major business session.
shopping frequency as a pathway to further
Beginning in Athens, delegates boarded
gross profit dollar growth.
Celebrity Xcel for a cruise through Mykonos,
Growth continues ahead of market
Santorini, Ephesus in Türkiye and Messina
Liquor Legends CEO John Carmody
Loyalty and digital investment
in Sicily, before concluding in Barcelona.
used the session to outline the group’s
That strategy is increasingly underpinned by
Liquor Legends National Trade &
performance and priorities for FY27,
loyalty and digital investment, with Rewards
Marketing Manager Vaughan Peters said
revealing continued growth across the
members now accounting for close to 60 per
creating opportunities for members,
network despite challenging conditions
cent of total sales.
suppliers and the wider network to connect
across the wider liquor market.
remained at the heart of the conference.
Peters said Liquor Legends had just
Value sales increased four per cent against
under 500,000 active Rewards members,
“The core of the conference is really about
a flat market, while volumes grew two per
with member transactions increasing 20.6
connectivity – an opportunity to establish
cent compared with a 2.2 per cent decline
per cent, sales up 22 per cent and gross profit
new friendships, rekindle old ones and share
across the market. Beer was a standout
rising 16.6 per cent.
the passion that we hold for this exciting
performer, increasing 5.3 per cent in value
industry,” Peters told National Liquor News.
against a 0.3 per cent market decline.
“Loyalty is no longer just about points and discounts. We need to retain customers,
Delegates kicked off the conference with
“Every point we grow means we’re taking
welcome drinks in Athens, followed the next
share from somewhere else,” Carmody said.
Research among Rewards members has
morning by a group tour of the city’s historic
Across what Carmody described as the
also revealed customers have an average of
sites. After boarding Celebrity Xcel, the
“three O’s” – off-premise, on-premise and
2.3 retailer preferences, with just six per cent
group came together for a private sail-away
online – total group sales increased 6.4 per
shopping exclusively with one retailer.
cocktail function at The Rooftop Garden,
cent, with growth recorded in 11 of the past
hosted by Suntory Oceania.
12 months.
The days that followed offered 42 | National Liquor News
Retail sales were up four per cent and
not just acquire them,” he said.
The findings will help inform Project Legendsphere, which is working towards a single customer view across Liquor Legends’
Liquor Legends
retail, on-premise and online channels to provide deeper insights and more personalised engagement. Chief Information Officer Laurence Lo also updated delegates on the group’s technology investment, including the completion of stage two of the Legends Rewards App, introducing in-app ordering. Liquor Legends’ AI-assisted replenishment platform, platform analyses factors including sales history, stock
2026 Liquor Legends Retail Excellence Awards
levels, promotional performance and available discounts
Retailer of the Year: Beachmere Hotel, QLD
to suggest stock requirements, with retailers retaining
Liquor Legends Ambassador of the Year: Michael Nasser –
control over final orders.
Barron Valley Hotel, QLD
LARA, has now been provisioned to 109 outlets. The
Further initiatives for FY27 include a September
Spend Get Champion: Beach House Bar & Grill, QLD
website refresh, enhancements to The Hub promotional
Online Venue of the Year: Anglers Inn Hotel Motel, SA
planning platform and continued development of Legends Retail Media. Supplier collaboration was also central to the business
Legendary Beer Venue of the Year: River Road Tavern, QLD Legendary Spirit Venue of the Year: River Road Tavern, QLD
session, with trading partners presenting initiatives
Legendary Wine Venue of the Year: Bootleggers Worongary, QLD
aligned with Liquor Legends’ strategic priorities and
Legendary RTD Venue of the Year: River Road Tavern, QLD
focus on growing transactions and gross profit dollars.
Supplier of the Year: Vinarchy – Nic Hoffman Legendary Beer Brand of the Year: Carlton Dry – Asahi Beverages
Celebrating the network
Legendary RTD Brand of the Year: Hard Rated – Asahi Beverages
The conference also provided an opportunity to
Legendary Spirit Brand of the Year: Jack Daniel’s – Brown-Forman
recognise retailers, suppliers, brands and team members through the 2026 Liquor Legends Retail Excellence Awards. The Beachmere Hotel in Queensland was named Retailer of the Year, while Vinarchy was named Supplier of the Year. River Road Tavern was another standout,
Legendary Wine Brand of the Year: Brown Brothers – Brown Family Wine Group Legendary Team Member of the Year: Eirene Loftus, Digital Marketing and Customer Engagement Manager Business Development Manager of the Year: Gus McKellar
collecting three awards across beer, spirits and RTDs. “The Retail Excellence Awards celebrated great membership, partnership and support of the Liquor Legends business. Congratulations to all of our award winners,” Peters said. Following the business session, delegates continued discussions at the Legends at Sea luncheon before the journey moved on to Messina, where attendees could explore Sicily, Taormina or Mt Etna. The group later reunited for the Legends Above the Sea cocktail reception, hosted by Diageo on Celebrity Xcel’s Magic Carpet, before a final sea day en route
John Carmody
Supplier - Treasury
to Spain. The conference culminated with the Legends of the Sea themed party hosted by Asahi, bringing members and trade partners together for a final celebration after a week spanning business, collaboration and shared experiences across the Mediterranean.
■
October 2026 | 43
Partner Content
Sachi8 expands its zero sugar range with two bold new flavours Sachi8 zero sugar Mango Passion and Strawberry Lime tap into growing demand for flavour innovation and value, without compromise.
44 | National Liquor News
Building on its zero sugar range, Divas
become even more important when
Beverages welcomes two refreshing
standing out on the shelf.
new flavours of Sachi8 to its lineup of high-strength RTDs.
“Consumers have an enormous amount of choice, so brands need to
At eight per cent ABV, the all-new
keep creating new ‘news’ and reasons to
Sachi8 zero sugar Mango Passion and
come back to the category. We’re seeing
zero sugar Strawberry Lime promise
this appetite for flavour exploration
bold flavour, while delivering on value.
across the broader drinks landscape
“Sachi8 has built its proposition
too,” she said.
around delivering genuine value
Mango Passion and Strawberry
without asking consumers to
Lime expand on the existing Sachi8
compromise on flavour or strength,”
zero sugar range, which includes
said Head of Sales and Marketing
Lemon Lime, Pineapple Lime and
Prue Andrews.
White Peach. The two new flavours are
“Mango Passion and Strawberry
available in a four-pack format and an
Lime are a natural next step for the
all-new zero sugar variety 10-pack.
brand – both are highly approachable,
“RTD has historically been
contemporary flavour combinations
dominated by fairly straightforward
and, importantly, both are zero sugar.”
citrus profiles and while those flavours
As the RTD category matures,
remain important, the opportunity
Andrews said flavour innovation has
now is to give consumers more reasons
Partner Content
to experiment. That’s why we’re increasingly looking
independent retail channel that asks for accessible
at layered flavour combinations such as Mango
price points and stacked value propositions.
Passionfruit, Strawberry Lime and Pineapple Lime,” said Andrews.
“The independent channel has been an important part of Sachi8’s growth, and these flavours were
“Blending familiar flavours with something a little
developed with feedback from that market in mind.
more interesting broadens appeal, while also allowing
We see a strong opportunity to continue building
us to create a more elevated drinking experience and
distribution and give retailers a differentiated, value-
tap into flavour profiles consumers already recognise.”
led RTD proposition that responds to what consumers
In a category where experimentation and discovery
are looking for now,” she said.
continue to drive engagement, Sachi8 is fast becoming
Beyond value, Andrews said the independent retail
a standout performer in the maturing RTD market, by
channel is looking for choices that fits into the better-
focusing on what matters most to today’s consumer;
for-you category.
taste and value.
“Health and lifestyle considerations are increasingly
The 100 per cent Australian-made and owned
influencing alcohol choices, particularly among
brand has produced more than one million litres MAT
younger consumers. At the same time, experiences and
since launching in February 2025. Ranking among
enjoying the moment remain incredibly important.
Australia’s leading light RTDs, Sachi8 is in the top 10 largest light RTD by volume.
“Consumers aren’t necessarily looking to step away from social drinking occasions; they’re considering
Redefining value in the Australian RTD market,
the choices they make within them. Zero sugar can
each can of Sachi8 is 2.4 standard drinks with a RRP of
give consumers the sense that they are making a more
almost $5 per can, creating a compelling proposition
considered choice, without having to sacrifice flavour
on the shelf.
or the experience itself.
As cost-of-living pressures continue to affect
For ranging, product information or samples,
purchasing decisions, Andrews said Sachi8’s most
contact your local Divas Beverages sales
recent launch responds to direct feedback from the
representative.
■
October 2026 | 45
Partner Content
Everstill CEO Luis Senra
Breaking Barrels has arrived... Australian innovation is reshaping dark spirits, delivering familiar flavour, faster maturation and more competitive retail pricing.
Two new Australian dark spirit brands are using a
days. Made without added colours or flavours, it has
locally developed maturation technology to challenge
a quality whisky-style profile led by vanilla, caramel
the economics of traditional dark spirits, delivering
and spice, with a smooth mouthfeel and mellow finish.
quality liquid at RRPs designed to be more competitive
While Breaking Barrels has the appearance and
than many mainstream brands.
proudly sold as ‘Not Whisky’. In Australia, whisky must
Spirits, have been created as consumer brands first
be matured in a wood cask for at least two years. Rum
and foremost. Breaking Barrels offers the depth,
is subject to the same minimum maturation period.
character and smoothness familiar to Scotch and
Rather than trying to replicate the heritage story
whisky drinkers, while Canesnap delivers the toasted
of traditionally aged spirits, Breaking Barrels is
sweetness and oak character familiar to Australian
establishing a different proposition: familiar dark
rum drinkers. Both are designed to feel at home on the
spirit flavour and quality, matured in a new, modern
shelf alongside these likeminded spirits, while offering
way and priced to compete strongly with established
consumers a new Australian-made alternative at a
mainstream brands.
more accessible price point.
Everstill CEO Luis Senra said the technology was
Behind both brands is Steel Barrel Technology
developed to produce the characteristics consumers
(SBT), an Australian innovation developed by Dark
expect from aged spirits while shortening the time
Spirit Enterprise that significantly reduces the time,
between distillation and sale.
storage space and working capital traditionally required to mature dark spirits.
“Until now, delivering this level of quality meant long ageing times and higher costs that pushed up
SBT reproduces key elements of traditional
price,” Senra said. “With Breaking Barrels, we remove
maturation in a controlled steel vessel. The system
the wait and deliver the same depth and smoothness
manages temperature and pressure while bringing spirit
at a far more accessible price point.
into contact with real wood, accelerating interactions normally achieved during extended cask ageing.
46 | National Liquor News
flavour cues associated with whisky and Scotch, it is
Breaking Barrels and Canesnap, from Everstill
“Breaking Barrels is distilled using traditional methods, like most dark spirits but it’s the maturation
The first release using the technology is Breaking
that sets it apart. Using SBT, we recreate the key
Barrels, a 37 per cent ABV dark spirit matured in 30
conditions of barrel ageing; temperature, pressure and
Partner Content
“Until now, delivering this level of quality meant long ageing times- and higher costs that pushed up price.”
new dark spirit launches. Suppliers can replenish stock more quickly, trial different flavour profiles and adjust production in response to sales data.
Canesnap broadens the portfolio Everstill has followed Breaking Barrels with
Luis Senra,
Canesnap Dark Cane Spirit, demonstrating how
CEO, Everstill Spirits
the same production approach can be applied to a spirit designed specifically for Australia’s large base of rum drinkers.
real oak interaction. The difference is, instead of
Made from 100 per cent pure Australian
putting the spirit in the barrel, we put the barrel
cane spirit, Canesnap offers toasted sweetness,
in the spirit. “It also unlocks endless innovation possibilities,
restrained fruit notes, genuine oak character
including the ability to explore different wood types
and a fresh finish. Its smooth, accessible profile
and flavour influences that would be impossible to
makes it equally suited to drinking over ice,
achieve using traditional wooden barrels.”
with a favourite mixer or in drinks traditionally associated with dark rum.
Reducing the cost of waiting
Like Breaking Barrels, Canesnap is bottled at
Traditional maturation requires producers to
37 per cent ABV and contains no added colours
buy barrels, allocate warehouse space and carry
or flavours. Its branding draws heavily on Far North
stock that cannot generate revenue for at least two years. During
Queensland, combining references to sugar cane, crocodiles and
that period, capital remains tied up in liquid, wood, storage and
the warning signs found along the region’s coastline. The result is
handling, with producers also exposed to evaporation and changes
a distinctly Australian brand designed to sit comfortably alongside
in demand before the spirit reaches market.
both local and imported rum brands while giving consumers a
SBT does not remove the costs associated with distillation,
quality alternative at a highly competitive RRP.
packaging or distribution, but reducing maturation from years to weeks
Breaking Barrels and Canesnap are available in 200mL and
substantially changes the economics of bringing a dark spirit to market.
700mL bottles and are currently ranged through selected Thirsty
For Everstill, those economics are being passed through to its
Camel stores in Victoria and Cellarbrations and The Bottle-O
consumer proposition. Rather than using the technology simply to
stores in NSW and Queensland. Canesnap is also being rolled
increase margin, Breaking Barrels and Canesnap have been positioned
out through Redcape Hospitality retail outlets in Queensland
to deliver quality dark spirits at competitive RRPs, giving retailers an
and NSW. At wholesale, they’re available via Australian Liquor
alternative to established mainstream whisky, Scotch and rum brands.
Marketers, Paramount Liquor and Everstill.
Producers can also operate with a smaller maturation footprint, move inventory more quickly and respond to changing consumer
Private label potential for retailers
preferences without committing to production volumes several years
Beyond Everstill’s own brands, the technology makes a move into private
in advance. The technology may be particularly useful for newer
label dark spirits more viable for larger retailers and banner groups.
distillers that have production capability but lack the warehouse
Rather than purchasing newly distilled spirit and waiting several
space or capital required to build a large inventory of ageing spirits.
years for it to mature, groups can work with Everstill to develop
At retail, Breaking Barrels and Canesnap are dark spirits rather
a proprietary dark spirit on a much shorter timetable. Different
than whisky or rum, but their flavour profiles, drinking occasions
woods, spirits and maturation settings can be tested against a target
and target consumers make their shelf position intuitive. Breaking
flavour profile, price point and customer demographic before a full
Barrels is at home alongside Scotch and whisky, while Canesnap sits
commercial run.
naturally alongside the rum category. They offer shoppers familiar
This is not about challenging the heritage or legal identity of
flavour cues and occasions, but with a different production story
traditionally matured whisky and rum. It is about creating another
and more competitive price proposition.
choice within dark spirits: products with familiar flavour profiles and
For retailers, the shorter production cycle can also support more frequent product development and reduce the lead times attached to
drinking occasions, made using a different maturation process and capable of reaching consumers at more accessible price points.
■
October 2026 | 47
Partner Content
Suntory celebrates Japanese craft and culture with Suntory House residency From Japan’s first authentic whisky to the highball culture it helped pioneer, Suntory’s legacy of craftsmanship and hospitality comes to life through its Suntory House residency.
Suntory House returned to Sydney for its third
expressions of Japanese hospitality and a serve that
annual residency this winter, transforming basement
continues to influence drinking occasions around
izakaya Sakura House into an immersive celebration
the world.
of Japanese hospitality and craftsmanship. Created in partnership with the Sakura House
House. The residency brought to life the rituals,
team, the residency reimagined the venue’s menu
craftsmanship and hospitality that have shaped
through Suntory’s premium portfolio, showcasing The
Japanese drinking culture for generations, inviting
House of Suntory’s Roku Gin and Hakushu Distiller’s
guests to experience the culture behind serves such
Reserve single malt whisky alongside international
as the iconic highball.
favourites Maker’s Mark and Laphroaig, as well as Suntory BOSS Coffee.
Johnny Morgan, Senior Marketing Director, Suntory Global Spirits Oceania, said Suntory House
Founded in 1899, Suntory was built on a bold
reflects a unique opportunity to share Japanese
ambition: to create Western-style spirits suited to
drinking culture while celebrating the pioneering
Japanese tastes. That vision came to life in 1923 with
spirit that continues to define Suntory today.
the establishment of Yamazaki Distillery, laying
“Suntory House gives us the opportunity to
the foundations for what would become a globally
showcase an important part of Japanese culture
celebrated whisky-making tradition.
while celebrating the craftsmanship, innovation and
The commitment to innovation led to the launch of Shirofuda in 1929 and Kakubin in 1937. The latter
48 | National Liquor News
That same philosophy sat at the heart of Suntory
hospitality that has shaped Suntory for more than 125 years,” said Morgan.
became synonymous with the Japanese highball, a
“From a perfectly served highball to premium
simple yet refined serve that transformed whisky into
cocktails, the residency demonstrates how Japanese
a drink designed to be enjoyed alongside food and
spirits can elevate everyday moments and create
everyday occasions.
memorable experiences in the on-premise.”
Over time, the highball became a defining
The success of the residency highlights growing
feature of Japanese drinking culture, valued for
demand for immersive hospitality experiences
its balance, refreshment and versatility with food.
that combine premium drinks with authentic
Today, it remains one of the most recognisable
cultural storytelling.
■
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Marketplace Brand news and promotions Grab summer by the Claw White Claw is giving Australians two new reasons to Grab the Moment™ this summer, with the launch of two limited-edition flavours Green Apple and Orange. Bursting with vibrant fruit flavour and delivering the crisp refreshment White Claw is known for, these seasonal releases bring fresh energy to the category and even more choice to the growing White Claw portfolio. Green Apple delivers a bright, juicy apple flavour with a refreshing tartness and a crisp finish. Already proving successful in international markets, it brings a bold new twist to the White Claw range while remaining approachable and easy drinking. Consumers can enjoy it as a standalone flavour or as the newest addition to the White Claw Variety Pack, available now nationwide. Joining the range is White Claw Orange, a vibrant citrus flavour
Everstill adds Canesnap to dark spirits portfolio
that captures the taste of sunshine in every sip. Juicy, refreshing
Everstill Spirits has expanded its dark spirits range with
and perfectly balanced, it is available from 11 October through
Canesnap, a 37 per cent ABV cane spirit made from 100 per
Bottlemart, Harry Brown, SipnSave and Thirsty Camel stores.
cent Australian pure cane spirit.
Like every White Claw Hard Seltzer, both new flavours contain
Tasting notes for the new release describe toasted
just 95 calories, are gluten free, made with natural flavours and
sweetness and restrained fruit notes, supported by a smooth
sit at 4.5 per cent ABV. So, whether it’s a beach day, backyard
mouthfeel and a fresher finish. Everstill describes the spirit
barbecue, festival or spontaneous catch-up with friends, these
as easy drinking but with enough bite to retain the character
limited-edition releases are made for the moments worth saying
expected from the dark cane and rum category.
yes to this summer. Distributor: Mark Anthony Brands
Its accessible flavour profile means Canesnap is great for drinking neat or over ice, while its combination of sweetness, fruit and a clean finish also suit long mixed drinks and dark spirit cocktails. With no added colour or flavours, Canesnap gets its colour and complexity through Everstill’s Steel Barrel Technology. The process brings the spirit into controlled contact with real oak while managing the conditions that influence maturation, allowing the producer to develop its flavour profile without the constraints of conventional extended ageing. The product contains no added colours or flavours and joins whisky alternative Breaking Barrels in the Everstill portfolio. Its branding draws on Far North Queensland, combining references to Australian sugar cane and the region’s crocodile warning signs. Canesnap is available in 200ml and 700ml bottles and is distributed through Australian Liquor Marketers and is rolling out across Redcape Hospitality retail outlets in Queensland and NSW. Distributor: ALM
50 | National Liquor News
Marketplace
Meet Bella Spritz. Mediterranean by nature. Sugar-free by design What do you get when you blend Mediterranean charm and naturally sweetened refreshment? Bella Spritz. Independent Beverage Partners (IBP) is delighted to announce the exclusive launch of Bella Spritz, arriving in participating IBA retailers from October 2026. Available in a convenient four-packs of 200mL bottles, Bella Spritz introduces two captivating new sugar-free flavours, Blood Orange & Bitters and Limoncello Spritz, naturally sweetened to deliver full flavour with just 112 calories per serve and eight per cent ABV. Inspired by the beauty and sophistication of the Mediterranean, Bella Spritz is crafted for consumers seeking a lighter, more mindful choice
Everstill brings new dark spirit to market Everstill Spirits has launched Breaking Barrels, a 37 per cent ABV dark spirit that sits outside traditional whisky definitions, creating a new space between established dark spirit categories while delivering the complexity and character associated with aged Scotch whisky. The Australian-made ‘non-whisky’ has notes of vanilla, caramel and spice, with a smooth, approachable finish designed to appeal to established Scotch and whisky drinkers, as well as people looking for something new within dark spirits. Versatile and easy to drink, it can be enjoyed over ice or with a mixer. Breaking Barrels is matured for 30 days using proprietary Steel Barrel Technology, which recreates key elements of traditional barrel maturation through controlled temperature, pressure and contact with real oak.
without compromising on flavour. Naturally sweetened and sugar-free, Blood Orange & Bitters showcases the vibrant character of prized Sicilian blood oranges, delivering a refreshingly bittersweet finish. Limoncello Spritz draws on a blend of sun-ripened lemons sourced from Sicily and the African continent, creating a bright citrus profile that is lively, worldly and effortlessly elegant. Together, the two flavours capture the essence of Mediterranean indulgence in a modern, refreshing spritz. The launch taps into the growing consumer demand for moderation and refreshment, offering a perfectly portioned format for aperitivo occasions, celebrations and spontaneous catchups. “Bella Spritz brings together sophisticated flavour, sugar-free credentials and convenient portion control,” said Amanda Matral, Brand & Portfolio Manager at IBP. “With naturally sweetened recipes and two delicious Mediterranean-inspired flavours, Bella Spritz is designed for today’s refreshment seekers.” Beautifully balanced and unmistakably Bella, the new range lands exclusively in participating IBA retailers nationwide from October 2026. Distributor: Independent Beverage Partners
Despite its whisky-style flavour profile and appearance, Breaking Barrels is deliberately labelled ‘Not Whisky’. Australian regulations require whisky to be matured in wooden casks for at least two years, placing Breaking Barrels outside the traditional whisky category, and effectively giving it a category of its own. Everstill said Breaking Barrels is produced without added colours or flavours, with its accelerated maturation process intended to deliver a consistent spirit at a more accessible price than many traditionally aged products. Breaking Barrels is the first release from the Everstill Spirits portfolio, with further products planned across other dark spirit categories. The spirit is available in 200ml and 700ml bottles at selected Thirsty Camel stores in Victoria and Cellarbrations and Bottlo stores in NSW and Queensland, with trade distribution through ALM and Paramount Liquor. Distributor: ALM and Paramount Liquor October 2026 | 51
Marketplace
Kirin Hyoketsu Mango goes big on flavour with new can size Kirin Hyoketsu is bringing a tropical taste to the RTD fridge with the launch of new Kirin Hyoketsu Mango in a convenient 440ml can. Made from vodka, soda and natural mango juice, Kirin Hyoketsu Mango delivers rich, tropical mango notes balanced by a clean, refreshing finish. Using Kirin’s ‘Hyoten Toketsu’ method, Kirin Hyoketsu Mango locks in the refreshing flavour of real mango without any lingering aftertaste. At six per cent ABV, with less than 1.3g of sugar and only 156 calories per can, the new 440ml format offers longer-lasting refreshment in a convenient, ready-to-go single can. The larger format is ideal for chilled impulse occasions, giving retailers an appealing basket builder opportunity, while offering shoppers another flavour-forward option from the growing Kirin Hyoketsu range. Say Hello Yes! to the tropical flavour of new Kirin Hyoketsu Mango today! Distributor: LION
Compa makes tequila simple Compa is building a new lane in tequila RTDs through authentic tequila, uncomplicated flavours and a clear focus on the simple serve. Rather than recreating traditional cocktails in a can, Compa has developed two easy-to-understand platforms. Its four per cent ABV fruit sodas combine tequila, soda and fruit across Passionfruit and Grapefruit & Blood Orange, delivering bright, refreshing flavours with broad consumer appeal. At the centre of the brand is Ranch Water: the clean, three-ingredient phenomenon built around tequila, sparkling water and lime. Established internationally, Ranch Water represents a return to simplicity at a time when many RTDs are becoming sweeter, more complex and increasingly crowded with flavours. Compa is bringing that proposition to Australian consumers through the country’s first nationally distributed six per cent ABV Ranch Water range. Available in Lime and Pine Lime, both products use authentic tequila, sparkling water and real lime juice to deliver a crisp, refreshing and distinctly tequilaforward serve. Together, the two ranges give retailers a clear recruitment story: accessible fruit-led flavour at four per cent ABV, alongside a distinctive tequila, lime and sparkling water proposition at six per cent ABV. It gives consumers a choice across different occasions while keeping the overall Compa proposition simple and easy to understand. Available nationally through ALM, ILG, Paramount and Liquid Mix, Compa supports growth through tastings, retail activation and a calendar of music, festival and cultural partnerships – putting cans in hands and building recognition around a simple message: real tequila, real lime and refreshment without the fuss. Distributor: ALM, ILG, Paramount and Liquid Mix, or contact hola@ compadrinksco.com for wholesale enquiries
52 | National Liquor News
NEW
8A% BV
DUBBEL THE STRENGTH, DUBBEL THE FLAVOUR.
BOLD SWEDISH SPIRIT IN EVERY SIP. 18+ DRINK RESPONSIBLY
Marketplace
Jack Daniel’s Southern Flavours available nationally Jack Daniel’s Southern Flavours is now available nationally, giving retailers and venues a new opportunity to unlock incremental growth and drive trade-up within the North American Whiskey (NAW) premix category. The national expansion follows strong early results in Queensland, where Southern Flavours resonated with consumers seeking greater variety while maintaining the quality and heritage of the Jack Daniel’s trademark. Available in Southern Lemonade and Southern Peach, the range offers a lighter, fruit-forward take on Jack Daniel’s, expanding beyond traditional cola serves to meet growing demand for flavourled, easy-drinking premix options. Designed to drive recruitment into NAW premix, Southern Flavours broadens whiskey drinking occasions with a refreshing alternative suited to casual social occasions, warmer weather and daytime consumption. At a sessionable 4.8 per cent ABV, both variants deliver a lighter whiskey profile with a clean finish. Southern Lemonade offers a bright crisp-citrus character, while Southern Peach features a fresh sun-ripened peach flavour. Maddy Stockwell, Head of Jack Daniel’s Australia, said the range represents an important step in expanding the Jack Daniel’s premix portfolio. “Consumers are increasingly looking for flavour variety without compromising on quality. Southern Flavours allows us to bring new drinkers into the category while giving existing Jack Daniel’s fans another way to enjoy the brand across more occasions.” Southern Flavours complements the existing Jack Daniel’s portfolio by offering a differentiated, non-cola proposition, expanding whiskey RTDs into lighter occasions. Jack Daniel’s Southern Lemonade and Southern Peach are available now at all good liquor stores and retailers nationwide. RRP $27 per four-pack. Distributor: Brown-Forman Australia
Rekorderlig “dubbels” down for flavour Good Drinks Australia has collaborated with Rekorderlig to extend the iconic Swedish cider brand’s local range with a new high ABV “dubbel-strength” cider, Rekorderlig 8%. Targeting the fast-growing high ABV corner of the cider category, the new range leans on Rekorderlig’s history as leaders in flavour-driven ciders, coming in two exciting new flavour combinations – Passionfruit-Mango and Strawberry-Kiwi – set to bring interest and excitement to the category. Rekorderlig Brand Manager Mimi Crompton said: “With the cider category skewing younger, flavour innovation in high demand and the high ABV segment outperforming the total category, we saw a clear opportunity to bring something new to the market: a flavour-led, fashionforward, high ABV cider that gives cider drinkers a premium way to enjoy high tempo occasions. Available in four-packs of 375ml cans for an RRP of $26, Rekorderlig 8% has already begun rolling out nationally across both independent retailers and national chains. The launch is supported by a national campaign spanning paid digital and social media, influencer partnerships, retail media, point-of-sale activation and sampling. Distributor: Good Drinks Australia
54 | National Liquor News
S T E K C I FINAL T W O N E L ON SA
Hosted by Bars&Cocktails
SPIRITS & DISTILLING
THE FULLERTON HOTEL SYDNEY
Join the Australian liquor industry for a night of awards, celebration, competition and Sporting Icons.
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Marketplace
McGuigan celebrates 150th Anniversary Test McGuigan Wines is celebrating the 150th Anniversary Test with a consumer promotion offering 150 prizes over 150 days. Entering its second year as Cricket Australia’s Official Wine Partner, McGuigan is giving consumers the chance to win prizes including Test tickets, BBQs, TVs and cricket merchandise by purchasing any McGuigan wine and scanning to enter. The promotion is supported by limited-edition Black Label Red and Black Label Pinot Grigio packs featuring cricket-inspired designs commemorating 150 years since Australia and England played the first Test at the MCG in 1877. “We know our consumers love their cricket, and the 150th Anniversary Test gives us an incredible opportunity to celebrate a milestone that means so much to Australian cricket fans,” said McGuigan Marketing Manager Alyssa Kane. The promotion runs from 6 September 2026 to 2 February 2027, ahead of the Anniversary Test in Melbourne in March. Distributor: Australian Vintage Limited
The GlenAllachie returns to Australia The GlenAllachie Distillery will return to Australia after more than two years away from the market, appointing The Whisky List (TWL) as its new Australian distributor. Led by Master Distiller Billy Walker, the independent Speyside distillery is known for its age-stated single malts and focus on cask maturation, particularly sherry wood. “We believe this is the right time, with the right range and the right ambition, to make a strong return to Australia. We can’t wait for Aussies to try our whiskies,” Walker said. The first shipment is expected to arrive in late October and will include The GlenAllachie 12-Year-Old, recently named
Matso’s adds Rasp Pine Crush to RTD range Matso’s has expanded its RTD portfolio with the launch of Vodka Rasp Pine Crush, joining Pash Pine Crush and Vodka Lemon Lime Crush in its growing range. Combining raspberry and pineapple flavours, the new release is designed to deliver a nostalgic, tropical-inspired serve as Matso’s continues to build its presence in the RTD category. “Matso’s has always had a cult following, and now we’re bringing that love into RTDs with flavour-first innovation that’s made to stand out,” said Matso’s Senior Brand Manager Aaron Wall. “Rasp Pine Crush gives consumers another fun, nostalgic and seriously delicious reason to reach for Matso’s.” The launch follows recent recognition at the Perth Royal Food Awards, where Pash Pine Crush received Gold and Vodka Lemon Lime Crush took home Bronze. Australian made and owned, Matso’s Vodka Rasp Pine Crush is available nationwide in 330ml cans at 4.5 per cent ABV, with an RRP of $25 per four-pack. Distributor: Good Drinks Australia 56 | National Liquor News
World’s Best Single Malt at the 2025 World Whiskies Awards, alongside 15- and 18-year-old expressions, cask-strength and limited-edition releases, and the 35-Year-Old. The partnership will also see the return of the distillery’s peated Meikle Tòir range. Distributor: The Whisky List
AVAILABLE NOW AT IBA RETAILERS
For more information contact info@ibp.com.au
Marketplace
Casella expands with Heaps Normal and Four Loko Casella Family Brands (CFB) has strengthened its beverage portfolio through two new strategic partnerships, becoming the Australian distribution partner for Heaps Normal and the local manufacturing and distribution partner for Four Loko from 3 August. The agreement with Heaps Normal will see CFB distribute the non-alcoholic beer brand across New South Wales, Victoria, South Australia and Queensland, excluding draught and keg formats. Heaps Normal Co-Founder and CEO Andy Miller said: “Ours is an industry built on quality time with your people, and that’s never mattered more. Our friends at Casella Family Brands have a deep personal connection to the trade we all love, and we can’t imagine a better crew to help Heaps Normal on its mission to throw a better party.” CFB will also manufacture and distribute Four Loko in Australia, with a new vodka-based RTD range launching in three flavours in a 440mL can. Distributor: Casella Family Brands
De Bortoli presents latest expression of Ancient Soils range De Bortoli Wines has revealed the second wine in its award-winning Ancient Soils range, continuing its exploration of Heathcote’s ancient Cambrian soils with Ancient Soils Grenache. Formed more than 500 million years ago and among the oldest wine-growing soils on earth, these soils produce wines of depth, purity and structure. Fermented in clay amphora, concrete and stainless steel vats, with skin contact ranging between 20 and 30 days, Ancient Soils Grenache has notes of perfumed red and blue fruits, wet stone
Suntory -196 Double Apple launches in Australia Suntory Global Spirits has expanded its Australian -196 RTD range with the launch of Double Apple, now available nationwide in both six per cent and nine per cent ABV formats. Crafted using Suntory’s unique Freeze Crush Infusion technology, whole red
and sweet spices with compact lingering tannins and gentle acidity. Chief Winemaker Steve Webber says: “With Ancient Soils Grenache, we’re really leaning into making a
apples are flash-frozen in liquid nitrogen at exactly -196°C before being crushed and
wine that represents Heathcote. It’s
infused with vodka and shochu. The result is a bold, full-fruit flavour and crisp finish,
a very fruit-driven style of wine, but
with green apple notes bringing freshness and complexity to the final profile.
there’s a lot of really well-matured
Inspired by one of -196’s most popular flavours in Japan, the six per cent ABV
tannin in it, which I think is a hallmark
variant of Double Apple delivers a balanced apple profile, while the nine per cent
of Grenache from the region. We work
ABV offers a more intense apple flavour in a higher-strength format.
really hard to harness those natural
Johnny Morgan, Senior Marketing Director at Suntory Global Spirits, says: “The
grape tannins without extracting
RTD category continues to evolve in Australia, with consumers seeking high-quality,
too hard. I think the wine brings
full-flavour experiences. Double Apple gives us another way to meet that demand,
fragrance, energy and texture while
bringing one of our very popular Japanese -196 flavours to Australian drinkers as we
still carrying the structure and sense
continue to grow the brand internationally.”
of place that define Heathcote.”
Distributor: Suntory Oceania
Distributor: De Bortoli Wines
58 | National Liquor News
Marketplace
Tyrrell's enters national distribution partnership with red+white A new distribution partnership between Tyrrell’s and red+white brings together two family-owned companies with a shared commitment to quality, long-term relationships and the continued success of Australian fine wine. Under the new agreement, which commenced on 1 September, the full Tyrrell’s range is supported by red+white’s national sales, marketing and distribution network, strengthening the distributor’s portfolio of leading family-owned wine brands. Chris Tyrrell, CEO of Tyrrell’s, said: “red+white is a like-minded family-owned business that we have long admired. Their people, values and reputation make them the ideal partner to represent our wines throughout Australia. My sister Jane Tyrrell and long-term employee Christian McDermott will also continue guiding the brand alongside the red+white team.” Gary Crawford, CEO of Joval Wines, added: “Tyrrell’s is one of Australia’s great wine families and a winery that has made an extraordinary contribution to the Australian wine industry. We have long admired their unwavering commitment to quality, innovation and authenticity, and we are honoured to represent their wines across Australia.” Distributor: red+white
Fireball launches first-ever flavour extension, Blazin’ Apple Fireball Whisky has unveiled its first flavour extension with the release of fiery new innovation Blazin’ Apple – bringing together the crisp sweetness of apple with the brand’s signature cinnamon flavour profile. Available in 50ml minis, 200ml and 700ml bottles, Fireball Blazin’ Apple offers a sweet, spicy blend of unmistakable Fireball heat and ripe apples. Jenina Carroll-Goldin, Fireball Head of Brand Marketing, says: “Fireball has always been about pushing flavour boundaries, and Blazin’ Apple is our latest twist on an iconic combination. There’s something nostalgic about apple flavours, but when paired with Fireball’s signature cinnamon heat, it creates a bold new experience that’s familiar, unexpected and unapologetically fun.” Fireball Blazin’ Apple hit shelves across the country last month, available now at leading banners and independent bottle shops. Minis start at $5, while 700ml bottles are priced at $48 or $40 on promo. Distributor: Sazerac
October 2026 | 59
Summer Aperitivo Marketplace
o v i t i r e Ap p u s t a e hour h
Fresh flavours, lighter serves and spritz innovation are creating new opportunities for retailers this summer.
TANICA bets on native flavours for spritz season Australia could be heading into a strong spritz season, with US trends pointing to continued growth and increasing demand for variations on the classic serve. According to Square data, spritz orders in the US grew 22-fold between 2016 and 2025 and were up a further 24 per cent year-on-year at the beginning of summer 2026. Variations are driving much of that momentum, with Hugo Spritz orders increasing 153 per cent year-on-year and Limoncello Spritz orders rising 75 per cent. The established Aperol Spritz also recorded 14 per cent growth. Australian aperitif brand TANICA is betting that native flavours could provide the next evolution of the category locally. The brand has recorded 159 per cent sales growth over the past two years, alongside a 68 per cent repeat order rate, and recently appointed Iconic Beverages as its distributor.
Manly Spirits embraces summer spritz season Manly Spirits has expanded its portfolio with three new releases designed to tap into the popularity of spritz-style serves this summer. Leading the range is Elderflower Liqueur (20 per cent ABV), a delicate, floral expression developed with the Hugo Spritz in mind. The increasingly popular serve combines elderflower liqueur with prosecco, soda and mint, offering venues and consumers a simple summer cocktail option. Also joining the portfolio is Lychee & Dragon Fruit Liqueur, bringing tropical flavours and vibrant colour to spritz-style drinks. Rounding out the trio is Limontivo, an 11 per cent ABV, sugar-free limoncello-style aperitivo. Bright and zesty in profile, the release offers a lighter take on the traditional Italian liqueur as limoncello continues to gain momentum in summer drinking occasions. Together, the three releases broaden Manly Spirits’ offering across floral, tropical and citrus-led aperitivo serves. Distributor: Manly Spirits
60 | National Liquor News
At 17 per cent ABV, TANICA is made with native Davidson’s plum and strawberry gum leaf, delivering a tart, bright and bittersweet profile. Designed to bring an Australian twist to classic cocktails, it can be served in a spritz, Negroni or simple mixed serve. TANICA was awarded a Gold Medal at the 2024 San Francisco World Spirits Competition and is available in 700mL and 5L formats through Paramount Liquor and ALM. Distributor: Iconic Beverages
Summer Aperitivo Marketplace
Campo Viejo Sangria Spritz brings the world’s number one Rioja brand to the RTD aisle Campo Viejo, the world’s number one Rioja wine brand, is bringing a fresh
with the launch of Campo
Squealing Pig launches zero sugar spritz range
Viejo Sangria Spritz.
Squealing Pig has expanded its Squealini range with the
Crafted with authentic
launch of Squealini Zero Sugar Spritz, offering a lower-
Spanish red wine and
calorie, sugar-free take on the popular spritz format.
taste of Spain to the growing RTD category
natural citrus flavours,
Launching in two of the brand’s best-selling flavours,
the new wine-based
Zesty Lemon and Ripe Raspberry, the range uses innovative
RTD combines over
winemaking techniques to deliver zero sugar, 60 calories
60 years of Spanish
and 1g of carbohydrates per serve, with no artificial colours
winemaking heritage
or flavours.
with the convenience and refreshment consumers are increasingly seeking. As the RTD category continues to evolve, consumers are looking beyond traditional spirit-based options for products that deliver flavour, authenticity and convenience. Campo Viejo Sangria Spritz offers retailers a
Squealing Pig Global Marketing Manager Shehan Ananthakumar said growing demand for lower-sugar options had created an opportunity to offer consumers greater choice. “People are increasingly looking for sugar-free alternatives to their favourite drinks,” he said.
genuine point of difference, bringing the credentials of a
“As one of Australia’s favourite spritzes, we couldn’t
globally recognised wine brand into a format designed for
be more excited to launch our new Zero Sugar range,
modern social occasions.
delivering all the fun and flavour with only 60 calories per
Available in a convenient 330ml can and four-pack format at 4.5 per cent ABV, Campo Viejo Sangria Spritz
serve, ultra-low carbs and no sugar,” Ananthakumar said. Squealini Zero Sugar Spritz will be available through
has been created for easy enjoyment across Australia’s
major liquor retailers, independents, online and on-
favourite summer moments, from beach days and barbecues
premise venues.
to picnics, festivals and casual catchups with friends. The
Distributor: Treasury Collective
approachable format makes it easy for shoppers to discover and trial the product, while the trusted Campo Viejo name provides reassurance around quality and provenance. Launching nationally from October, Campo Viejo Sangria Spritz will be supported by a major summer marketing campaign designed to drive awareness, visibility and trial across retail, on-premise and consumer touchpoints. With Image credit: istock.com/anatoliycherkas
Australia the first market in the world to launch, local retailers can be at the forefront of one of Campo Viejo’s most significant innovations to date. For shoppers seeking something refreshingly different, Campo Viejo Sangria Spritz delivers a vibrant taste of Spain in a convenient RTD format, creating a new and exciting role for wine within the refreshment category. Distributor: Vinarchy
October 2026 | 61
Summer Aperitivo Marketplace
el Jimador refreshes RTD category with Lime Spritz and Orange Spritz As Australia’s number one tequila brand, el Jimador continues to bring new consumers into the category with the launch of its refreshing Lime Spritz and Orange Spritz RTDs. Building on the brand’s momentum and reputation for approachable, quality tequila, the new range delivers a vibrant citrus-forward drinking experience designed for all social occasions. Available in two refreshing flavours, Lime Spritz and Orange Spritz, each variant offers a burst of juicy citrus balanced with a subtle tequila profile that keeps the liquid light, approachable and highly sessionable. The result is an easy drinking tequila RTD that appeals to both existing tequila drinkers and consumers looking for a refreshing alternative in the growing light spirit-based RTD category.
Brown Brothers targets new wine drinkers with flavour-led range
Crafted for versatility, el Jimador Spritz is made for
Brown Brothers has continued its push into the fast-growing
every occasion. Whether it’s a daytime catch up with
flavoured wine market with four new releases, Cienna Velvet
friends, sundowner drinks after work, a relaxed barbecue,
Chocolate, Moscato Pineapple Splash, Moscato Strawberry Lyre’s adds Classico alcohol-free range festival outing or a night out with mates, the range delivers & HibiscusRosé Spritztoand Prosecco Pink Grapefruit Spritz. a refreshing and convenient serve that fits seamlesslyLyre’s into has expanded its range non-alcoholic sparkling with aClassico a The arrives as flavourrange becomes definingRosé, force any moment.
in wine recruitment, withinthe sparkling fruit flavours Provence-inspired release now available Australia.
The launch reflects el Jimador’s commitment to
at cherry 52.9 per while The pale pinksegment sparklinggrowing offers red andcent freshyear-on-year, strawberry notes, subtle expanding tequila occasions beyond traditional serves, 74 per cent of flavoured Moscato customers are new to creamy layers and a crisp, dry finish. It joins Classico Grande in the brand’s offering consumers a simple and accessible way to enjoy thearound category portfolio following twoaltogether. years of development. Australia’s leading tequila brand. With bright citrus flavour, Putting a vibrant twistbefore on Brown best-selling “Colour sets a drinker’s expectations theyBrothers’ taste anything, so we treated refreshing drinkability and broad occasion appeal, Lime Moscato range, Moscato Pineapple Splash offers vibrant it as carefully as the flavour itself,” said David Murphy, VP Global Product and Spritz and Orange Spritz are set to become a go-to choice notes of juicy pineapple over a clean, fresh and balanced Quality at Lyre’s. for consumers seeking an easy-going light spirit RTD. palate, while Moscato Strawberry & Hibiscus Spritz brings The launch comes as Australia’s no-alcohol wine category continues to grow, el Jimador Lime Spritz and Orange Spritz are available in together juicy strawberry and delicate hibiscus in a fullwith volumes increasing at a compound annual rate of 18 per cent between 2019 convenient four-packs of 330ml cans at 4.8 per cent ABV. sparkling spritz. and 2024, according to IWSR. Perfectly chilled and ready to enjoy, they bring a refreshing The lightly-sparkling, limited-edition Cienna Velvet Classico RoséChocolate has already received two international including at twist to any occasion. pairs Brown Brothers’ favouritesilver fruity medals, red Cienna Distributor: Brown-Forman
the 2026 World with Alcohol Awards. the Free flavour of silky milk chocolate. Rounding out the line, Available now, ClassicoPink Rosé has an RRP of $22.99. Prosecco Grapefruit Spritz puts a fresh twist on Brown Distributor: Lyre’s Brothers Prosecco NV. Highly sessionable, the spritz combines lively bubbles with crisp, citrus-forward pink grapefruit. Katherine Brown, Winemaker and fourth-generation Brown family member, says: “Flavour is how the next generation is discovering wine, these four releases are about lowering the barriers to entry; wines that are fresh, fun and approachable, without compromising on the quality Brown Brothers is known for.” Already available through independent retailers, ranging across Endeavour Group and Coles Liquor will follow from October through to November. All four wines sit between eight and 8.6 per cent ABV with an RRP of $20. Distributor: Brown Family Wine Group
62 | National Liquor News
NEW THE BEST ^ PART OF YOUR
HUGO SPRITZ.
ELDERFLOWER LIQUEUR B O R N O N T H E B E AC H E S , M A D E F O R A US T R A L I A
TH E H U G O 30 ml Elderflower Liqueur, 90 ml prosecco, splash of soda, mint and lime. Build over ice.
For stockist enquiries: M anly Spirits D istilling Co. · B rookvale NSW · E njoy responsibly.
info@manlyspirits.com.au
Retail Drinks Australia
Retail Drinks commences next major research project:
Retail Drinks will update landmark online alcohol research, examining changing consumer behaviour and emerging trends.
Image credit: istock.com/grinvalds
Online alcohol sale and delivery in Australia (tranche 2) Michael Waters Chief Executive Officer Retail Drinks Australia
Three years ago, Retail Drinks Australia partnered with Frontier
for industry, governments, regulators and policymakers. It’s been
Economics to produce the first comprehensive analysis of online
referenced extensively in consultation processes, parliamentary
alcohol sales and delivery in Australia. Drawing on robust data and
inquiries and policy discussions across Australia, helping ensure
insights, including over 10 million transactions in 2022-23 from
political debate around online alcohol sale and delivery is informed
around 70 per cent of the market, the report became the first, and
by objective evidence rather than perception.
remains the only, industry-wide quantitative study of consumer behaviour in the online alcohol sector.
However, the online retail environment continues to evolve. Consumer purchasing patterns have changed since the pandemic, technology has
The findings challenged many of the assumptions about the online
advanced, and governments in several jurisdictions are considering
sale and delivery of alcohol. Contrary to common perceptions, the
reforms affecting online alcohol sales and delivery. Maintaining an up-
report found that most (65 per cent) online alcohol sales were not
to-date evidence base has never been more important.
purchased for same-day delivery, while only a small proportion (22
To support this work, Retail Drinks will again partner with Frontier
per cent) of same-day deliveries were within two hours, and less than
Economics to update the inaugural quantitative research report using
eight per cent delivered within 30 minutes (i.e. express delivery). It
current 2026-27 data. The new study will examine how the sector has
also found that customers utilising online alcohol sale and delivery
evolved over the past four years, identify emerging trends, and provide
services were predominantly aged 35 years and over, with younger
fresh insights into the current operating environment.
adults accounting for only a small proportion of online sales.
As with the original report, participating businesses will provide
Then, last year, Retail Drinks commissioned Circana to undertake
data directly to Frontier Economics under strict confidentiality
a complementary piece of qualitative research, surveying over
arrangements. Individual business information will remain protected
1,600 Australian households on their online alcohol purchase and
through non-disclosure agreements, with all reporting based on
consumption habits, reviewing who was ordering, how much they
aggregated industry data.
were ordering, and when they consumed what they ordered.
The success of the original report demonstrated the value of an
Interestingly, this study found that express alcohol delivery
evidence-based approach to policy development. By participating
customers typically ordered small quantities (i.e. fewer than five
in the updated study, online liquor retailers and delivery partners
items). Further, only 31 per cent started consuming within two to
have an opportunity to help ensure future policy discussions are
three hours of delivery, just 11 per cent finished what was delivered
informed by accurate, comprehensive and representative industry
by the end of the event or gathering, and 91 per cent said that if
data, strengthening the voice of the sector for years to come.
express alcohol delivery services were not available, they would simply access by other means. This data and these insights have been an important resource 64 | National Liquor News
If you’re a liquor retailer that offers online sale and delivery and would like to know more about, or participate in this study, we’d like to hear from you.
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DrinkWise
DrinkWise encouraging healthy choices during the pregnancy journey DrinkWise highlights how partners, families and friends can support alcohol-free choices throughout the pregnancy journey.
Simon Strahan Chief Executive Officer DrinkWise
Australians overwhelmingly understand
Payne, who made history in 2015 as the
that not drinking alcohol during pregnancy
first female jockey to win the Melbourne
helps protect a baby’s health, but one in four
Cup and has since transitioned into
still believes an occasional drink will not
training, is now preparing for a very
cause harm. That tells us that the challenge
different milestone as she expects her first
isn’t simply awareness. It’s making sure the
child. Known throughout her career for the
advice is followed in social situations too.
discipline and preparation that carried her
That’s why the DrinkWise Fetal Alcohol
to the top of Australian racing, Payne says
Spectrum Disorder (FASD) awareness
pregnancy has reinforced the importance
campaign is so important.
of making informed choices long before the
Clear, evidence-based information
finish line.
remains critical – and new DrinkWise
“In racing, preparation is everything. You
research also affirms that partners, families
can’t control every outcome, but you can
and friends play an important role in
control the decisions you make in the lead-
supporting the decision to not drink alcohol
up – and pregnancy has made me think about
during pregnancy. Among people planning
that in a whole new way. I always knew the
a pregnancy, pregnant or breastfeeding, 46
advice was to not drink alcohol when planning
per cent turn to partners, friends and family
a pregnancy or while pregnant, but learning
for information (up 40 per cent from 2025),
more about FASD really reinforced why that
making them the second most-used source
events while they were pregnant (down from
advice matters. For me, choosing not to drink
after doctors and GPs.
81 per cent in 2025).
while pregnant is a decision I can make to help
That influence matters in real-life
Ahead of International FASD Awareness
give our baby the best start to life. If lending my
situations too, particularly at celebrations and
Day on 9 September, DrinkWise partnered
voice gives even one woman more confidence
other social occasions. More than four in five
with Melbourne Cup-winning jockey,
in making that same choice, then it’s absolutely
women who are or have been pregnant (83
trainer and mum-to-be Michelle Payne,
worth it,” Payne said.
per cent) say that it would make abstaining
alongside leading medical practitioners, to
“I also hope it reminds partners, family
easier if their partner, friend or family
remind Australians that women who are
and friends that their support really matters.
member ensures they have non-alcoholic
pregnant or planning a pregnancy should
Whether it’s having non-alcoholic options
drinks at family events. Yet only 60 per cent
not drink alcohol and for women who are
available or simply backing someone’s
said their partner often or always made sure
breastfeeding, not drinking alcohol is safest
decision not to drink, those small gestures
non-alcoholic options were available at social
for their baby.
can make a big difference.”
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October 2026 | 65
New Zealand Winegrowers
Sam Neill
– a Fellow of New Zealand Winegrowers New Zealand Winegrowers honours Sir Sam Neill’s enduring contribution to wine following his unexpected passing.
Catherine Wansink Australia Market Consultant New Zealand Winegrowers
On Monday 13 July 2026, the whānau (family) of Sir Sam Neill shared
35 years in New Zealand wine, but also the dedicated Two Paddocks
the immensely sad news he had unexpectedly passed away in Sydney.
team and the Central Otago region that shared in that journey.
Sam was surrounded by family. His passing was conveyed with the dignity and respect that had characterised his exceptional life.
I was incredibly lucky to attend the dinner and be in the audience as his heartfelt tribute was shared. Sharing some thoughts on camera
New Zealand Winegrowers were deeply saddened by the news
to honour Sam were Dean Shaw, Winemaker (27 vintages with
of Sam’s passing. Not only was he a beloved Kiwi film legend, but he
Two Paddocks), Mike Wing, Viticulturist (22 vintages with Two
was also an iconic figure in the New Zealand wine industry.
Paddocks) and Jacqui Murphy, General Manager (15 years at Two
Sam was a tireless advocate for New Zealand wine over many
Paddocks). Dean Shaw accepted Sam’s Fellows’ award on the night.
decades. After purchasing his first vineyard block in Central Otago
Sam’s film legacy will continue to captivate audiences for
in 1991, he established Two Paddocks in 1993. What began as a
generations. Equally enduring is the philosophy he championed
desire to share those ethereal Pinot Noir moments with family and
through his wines: that great wine, shared around the table with
friends grew into one of New Zealand’s most respected wine brands.
family and friends, is one of life’s true pleasures.
Along the way, Sam helped introduce our wines, regions and people to audiences around the world.
Our thoughts are with Sam’s whānau, friends, colleagues, and all those who had the privilege of knowing and working alongside him,
In Wellington on 27 September 2026, at the annual Celebration
both on screen and in the vineyard.
Dinner for the New Zealand wine industry, Sam was formally
Moe mai rā, Sam. Rest in peace.
inducted as a Fellow of New Zealand Winegrowers, a peer-
■
nominated group of highly respected and influential individuals
The 2026 New Zealand Winegrowers Fellows were
whose leadership, innovation, hard work and passion have helped
announced on 9 July 2026:
shape the success of New Zealand wine. This was a fitting acknowledgement of his extraordinary contribution to our industry. Sam generously used his profile, talents, and distinctive voice to promote New Zealand wine, bringing authenticity, warmth and global attention to the people, places, and stories of the wine community. When he accepted the honour, just a short time before his unexpected passing, Sam spoke warmly of what the honour meant to him, recognising not only his more than 66 | National Liquor News
Kevin Judd: For promoting New Zealand wine and photography Lynnette Hudson: For services to wine education and Pinot Noir Rex Sunde: For services to viticulture and sustainability Sam Neill: For promoting New Zealand wine Philip Gregan: For extensive service to the industry and New Zealand Winegrowers
Understanding where wine consumers are heading next In a challenging market, occasion, price and regional provenance are all influencing the way Australians consume wine.
Peter Bailey Manager, Market Insights Wine Australia
Australian wine consumption continues to face headwinds, but
Regional provenance is emerging as another important growth
the latest consumer research suggests the story is more nuanced
driver. Circana data indicates that much of the volume decline
than headline declines might indicate. Recent data from IWSR,
was concentrated in wines labelled South Eastern Australia, while
Circana, GrowthScope and NielsenIQ (NIQ) shows that while fewer
several regional categories posted strong gains. Riverina grew by
Australians are drinking alcohol, those who remain engaged with
15 per cent, King Valley by 12 per cent and Yarra Valley by nine
wine are changing how, when and what they buy.
per cent, while South Australia recorded the largest increase in
Australia remains one of the world’s most important wine
absolute sales volume. These results suggest consumers increasingly
markets, ranking as the ninth largest and eighth most attractive
value regional identity, authenticity and provenance when making
globally according to IWSR. Global wine consumption fell by
wine purchasing decisions.
approximately 900 million litres in 2025, with Brazil the only major
The most significant change, however, may be the occasions
wine market to record growth. Against this backdrop, Australia’s
driving alcohol consumption, with consumer research by Growth
decline of three per cent, equivalent to just under 13 million litres,
Scope and NIQ showing a decline in alcohol participation among
was comparatively modest. Circana data shows wine volumes in the
Australian adults from 86 per cent in 2021 to 75 per cent in 2025. At
Australian off-trade declined by just one per cent in the year ending
the same time, traditional wine occasions such as relaxing at home
June 2026, outperforming the broader alcohol market, which fell
and intimate social gatherings are becoming less common as social,
by 2.5 per cent.
active and venue-based occasions grow.
As consumer preferences continue to evolve, sales growth was
The shift has implications for how wine is presented to consumers,
recorded in still and sparkling white wines, rosé increased by six per
who increasingly choose drinks that fit spontaneous social occasions,
cent and white cask wine also expanded, while less dominant white
convenience-led purchases and casual gatherings – with beer, spirits
varieties and lighter red styles continue to gain traction. Circana data
and RTDs continuing to benefit from these changing behaviours.
shows declines in still red bottled wine, Champagne and red cask
That does not mean wine cannot compete. Together, the
wine. These shifts highlight the importance of making discovery
findings paint a picture of a market undergoing structural change
easier, particularly for consumers exploring new styles.
rather than one in terminal decline. Consumers have not stopped
Performance also varied significantly across price points, as
choosing wine. Rather, they are making different choices in a
value remains important. While total retail wine volumes declined
changing market. Retailers and wine businesses that understand the
modestly, most of the decline was concentrated in the $6 to $9.99 per
occasions driving demand, help customers navigate the category
bottle segment, which fell by nine per cent. Other price tiers remained
with confidence and offer relevant products for today’s lifestyles
relatively stable and wine price inflation remained relatively low at
and consumer expectations will be best placed to capture the
around one per cent in the year to March 2026.
opportunities that remain.
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October 2026 | 67
Image credit: istock.com/mixetto
Wine Australia
Training
Peter Hall explores why doing the unexpected can deliver better outcomes for independent liquor retailers.
Image credit: istock.com/Rob Daly
Counterintuitive thinking Peter Hall Industry Consultant
In my last article, I talked about groups and
(for example) as a marketing point of
plotting sales over time. If, at Point A,
teams and the differences between the two.
difference and as more liquor retailers
you think you had better start marketing
In talking to a number of industry members
diversify into food items, deli lines and
as sales are down, you’re actually too late.
at various training workshops and functions
other perishables, it is vital (particularly
Given the lead time to boost sales, Point
since then, I have been interested to hear the
under safe food handling regulations)
B was the time to get promotions/new
number of comments regarding our overuse
that fridge temps are checked regularly
marketing thinking underway to even
of the word ‘team’ when the staff in question
and logged. So, when might we undergo
out the inevitable trough that follows
fail to show team-like qualities.
temp checks? When it’s quiet, of course.
peak revenue generation. Again, it’s
The more we talk about team building,
Unfortunately, the best time to check
counterintuitive to think marketing when
the more we can see that many managers,
fridge temperatures to maintain both
you’re busy but that’s what you have to do.
through their daily actions, can produce the
safety and a marketing edge is when you’re
opposite effect. High incidence of casual
busy and your cooling systems are under
workers, business departmentalisation and
the most pressure.
varying levels of standard setting by different
A second example of counterintuitive
managers all drive teamwork in the opposite
thinking is in the hiring of new staff.
direction. So does calling a team meeting.
There’s actually a rule in recruitment that
Do that and it’s guaranteed that staff will
says: ‘Only hire someone when you don’t
think that they’re in trouble.
need someone.’
Peter Hall
And it gets me to thinking about daily
Crazy thinking, right? Yet, when you
actions having the opposite effect and times
consider how we hire in retail (usually to
when perhaps we should do the opposite of
fill a shift tomorrow) we are always in a
I’m always amazed at liquor retailers
what comes naturally, the latter what we call
rush and don’t always recruit well. Everyone
who tell me that Christmas came up really
counterintuitive thinking.
reading this will have an example come to
fast last year. My response is that it’s on the
There are a number of examples of
mind when a person was hired in a rush and
same date every year. We just have to get our
this, some minor and others more major
you wish you hadn’t. And then they stay!
heads up a little earlier and plan. Every retail
where failure on actions or the timing of
Hiring when you don’t need anyone gives
promotion usually ends with a ‘We should
those actions can adversely affect business
you a far greater opportunity to hire the best
have started promoting earlier’. I always
performance and, ultimately, viability. On
person, to ask the right questions and to do
suggest ‘doing a meerkat’, sitting up and
a minor level, have you thought about
a second interview.
looking ahead rather than just concentrating
temperature checks on all your fridges?
Here’s a third example of counterintuitive
As more liquor retailers use ‘cold beer’
thinking. Look at the following graph,
68 | National Liquor News
on this week, important though that is. Food for thought.
■
Strikeforce
Image credit: istock.com/urbazon
The last metre matters Physical shopper engagement can turn brand awareness into purchase when consumers reach the liquor shelf.
The Australian liquor shopper has never had more
knowledgeable people, simple messaging, an
choice. Walk into any major liquor retailer and
appropriate serve, strong point-of-sale and a clear path
shoppers are faced with hundreds of brands competing
to purchase. Brand ambassadors should understand
for attention across beer, wine, spirits, RTDs and the
not just what the product is, but why someone should
evolving no and low alcohol category.
choose it over the alternatives sitting alongside it.
For brands, that creates a simple challenge that being on the shelf doesn’t necessarily mean being noticed. At the same time, Australians are becoming more considered about what they drink and how often they
Connecting the shopper journey We also need to stop thinking about channels in isolation.
purchase. NIQ reports that 69 per cent of Australian
NIQ research shows 60 per cent of Australians seek
households have purchased liquor in the off-premise
out brands in retail after trying them in an on-premise
in the past 12 months, down three percentage points
venue, while 43 per cent say they have purchased a
in two years. Average liquor shopping occasions have
drink after seeing it online or on social media.
also fallen from 15.9 per year in 2024 to 14.1 today.
The shopper journey might begin on Instagram,
When shoppers are entering the category less
at a festival or over a drink at a pub; however, it can
frequently, every opportunity to influence their decision becomes more valuable.
ultimately be won or lost at retail. A shopper might discover an RTD through social
Brands understandably invest heavily in awareness
media, try it at a festival and recognise the brand
such as media, sponsorships, social and digital. There
weeks later in-store. Or they might order a new gin
is a point where all that investment meets reality when
at a bar, enjoy the serve and subsequently encounter
the shopper is standing in front of the shelf deciding
that same brand through an in-store tasting or display.
what to put in their basket. This is where physical shopper engagement still has an incredibly important role to play. Australian research from Shop! ANZ and Vypr
“In an increasingly competitive liquor market, brands don’t necessarily need to shout louder. They need to give shoppers a compelling reason to stop, engage and ultimately choose them.”
of the work. The opportunity at retail is to make the connection and turn recognition and trial into consideration and ultimately purchase. For agencies, suppliers and retailers, connecting
choose wine, beer or spirits, while 66 per cent
these touchpoints is key. The creative idea, POS,
nominate price as the most important factor when
tasting experience, Brand Ambassador and physical
purchasing alcohol.
availability of the product all need to work together.
That makes the retail environment a powerful place
In an increasingly competitive liquor market,
for brands to do more than simply create awareness. A
brands don’t necessarily need to shout louder. They
well-executed tasting can interrupt the shopping journey,
need to give shoppers a compelling reason to stop,
start a conversation, communicate what makes the
engage and ultimately choose them.
The strongest activations combine visibility,
General Manager Extravert Strikeforce
Those earlier experiences have already done some
found that taste is the number one reason consumers
product different and allow the shopper to experience it.
Daniel Cormack
When the shopper is standing at the shelf, the last metre matters.
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October 2026 | 69
Leasing
Understanding key lease terms can help commercial tenants manage costs, minimise risks and avoid costly mistakes.
Image credit: istock.com/Andrija Nikolic
Tips for tenants: a simple guide to signing a commercial lease Marianna Idas Principal eLease Lawyers
Signing a commercial lease can be a
repairs and building management costs.
significant financial commitment, with
• Ask for an itemised estimate of outgoings
6. Make good: plan early to avoid end-of-lease costs
terms covering everything from rent
before you sign.
Make good is what you must do when
increases and outgoings to security and end-
• Ask when you’ll get reconciliations/
you leave. It may include removing your
of-lease obligations. The good news is you
adjustments, and whether you can review
fitout, repairing damage, repainting,
don’t need to be commercially minded to
supporting invoices.
and reinstating the premises to original
protect yourself. Read on for some practical
• Ask to exclude capital works and structural
condition or base building condition.
tips to consider before signing.
replacement.
Tips:
• Ensure you don’t pay for costs attributable
• G et clarity on the baseline condition
1. Confirm what kind of lease you’re dealing with
to vacant areas or other tenants.
at the start (photos and a condition
Commercial leases vary. Retail premises
• Ask whether landlord-approved works still
have additional legal protections, while
4. Incentives: make sure they match the documents
office, warehouse, and industrial leases are
Incentives can include rent-free periods, a
• Ask whether the landlord wants the fitout
typically governed mainly by contract.
fitout contribution, or other benefits. They
removed or can retain it.
often come with conditions (for example,
• Consider whether a cash settlement option
2. Rent increases: read the review clause carefully
repayment if you default or leave early).
is available instead of physical works.
The starting rent is only part of the cost.
clearly and consistently across the lease and
The rent review clause can change what
any incentive letter or deed.
report help). need to be removed at the end.
Confirm the incentive terms are recorded
you pay each year and can make the lease
7. Options to renew: diarise and follow the notice rules Options can be valuable, but they are often strict. Tenants can lose an option
Common rent review methods include:
5. Security: know what you’re giving, and when you get it back
• Fixed increases (e.g. three to five per cent
Landlords commonly ask for:
notice incorrectly.
per year)
• A bank guarantee
Tips:
• CPI increases (linked to inflation)
• A cash bond
• Diarise the option exercise window.
• Market reviews – ask how market rent will
• S ometimes a personal guarantee (for
• Check how notice must be given and
be determined, who chooses the valuer,
company tenants)
where it must be sent.
and who pays.
Tips:
• Check whether the option is conditional
• A mix of the above
• Check the amount of security and whether
on “no breach” and whether that refers
it increases during the term.
to material breaches or any breach at all.
3. Outgoings: understand what you’re paying on top of rent
• Confirm when the landlord can draw on
The bottom line is that a commercial lease
it and whether notice is required.
is a long-term cost and risk document.
Outgoings are costs of operating or
• Ask for a clear timeframe for return of
Before you sign, focus on these key
maintaining the property that may be passed
security.
areas and seek advice from a lawyer
on to you. Depending on the lease, they can
• If possible, ask whether it can be capped
specialising in leases as they can help you
include rates, insurance, cleaning, security,
or limited.
avoid costly mistakes.
unaffordable later.
70 | National Liquor News
by missing the notice window or giving
■
Changing Rank
Changing Rank
BrightSide announces recent placements BrightSide Executive Search is the only dedicated drinks recruitment specialist nationally and has been a trusted advisor to the industry for well over a decade. Through accessing its wide-reaching network of potential candidates, BrightSide takes the hassle out of recruitment for drinks businesses, advising how they can stay nimble and competitive in a tight market to attract the absolute right person for each role. The latest BrightSide success stories below show the strong abilities of the recruitment agency in partnership with drinks businesses of all sizes, country-wide.
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in sales and cellar door
he is truly passionate
expertise Jack Meszaros
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brings in drinks sales
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& DTC as Marketing
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and hospitality as Area
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thrilled with the passion
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For more information www.brightside.careers
Visit us on LinkedIn
October 2026 | 71
Ready-to-Drink
72 | National Liquor News
Ready-to-Drink
More reasons to reach for RTD As the RTD category matures, its next phase of growth is driven by more than flavour, writes Molly Nicholas. While the broader market rides a challenging wave, a
RTDs are increasingly setting the pace for growth as
prolonged growth trajectory makes the RTD category
consumers gravitate towards lighter serves and more
one of the few major growth engines for the global
premium occasions. In 2025, while global malt-based
beverage alcohol landscape.
RTD consumption fell by five per cent, spirit-based
Although all other major categories recorded
RTD volumes grew by seven per cent.
declines in 2025, according to IWSR data, RTD
Hard Fizz CEO Wade Tiller believes the success
expanded its volume by three per cent – increasing at
of spirit-based RTDs correlates to people choosing
a compound annual growth rate (CAGR) of eight per
RTD formats that they would actually order at a bar,
cent between 2019 and 2025 and forecast to continue
and at the same time, says malt-based never quite
growing at a rate of two per cent between 2025 and
stacked up on price.
2030. Now a genuinely mainstream category, two in
“Malt worked in the US because the tax concession
three alcohol drinkers consumed an RTD in the past
made it genuinely cheaper on shelf than a spirit
six months.
RTD. The Australian retail market took the format
For Albertus Lombard, Brand Director for RTD at
and kept the advantage as margin instead of passing
Lion, the next phase of growth is about giving people
it through. Seltzer in particular ended up priced at
more reasons to choose RTDs, across more occasions,
or above vodka. That was never going to hold upon
and more often.
reflection,” he stated.
“We’re seeing RTD behaviour become much
At the forefront of the shift to spirit-based RTDs is
more intentional and occasion-led. Consumers are
vodka, which became the preferred alcohol base for
increasingly choosing the right product, proposition
RTD consumers across all age groups in 2025.
and format for the right moment, rather than
“Vodka is the most useful spirit in the category. It
approaching RTD as one homogenous category,”
carries flavour instead of fighting it, it doesn’t skew male
Lombard told National Liquor News.
or female, and it works at four per cent and as high as
“As consumers mature with RTD, better liquids,
eight per cent ABV. Nothing else gives you that range.
serves and experiences can help the category
That’s why it’s near half of all RTD sales,” he added.
participate in a broader range of occasions where
With significant action in RTD anchored around
RTDs do not come to mind and ultimately create
light spirits, Good Drinks Australia’s Senior Category
more value across total alcohol.”
Marketing Manager Robert Bognar sees an opportunity for producers to inject vibrancy and underpin growth
What’s really driving RTD
with seemingly unlimited flavour combinations.
Despite the initial popularity of seltzers and malt-
“Think of the light RTD segment as the fast fashion
based RTDs, as the category evolves, spirit-based
part of the market. The trend is simply new – new October 2026 | 73
Ready-to-Drink
“Vodka is the most useful spirit in the category. It carries flavour instead of fighting it, it doesn’t skew male or female, and it works at four per cent and as high as eight per cent ABV.” Wade Tiller, CEO, Hard Fizz
flavours, new ABV choices (trending higher), and new pack formats fit for more occasions (like 10-packs and mixed flavour packs),” he stated. One of the newer avenues driving growth is citrus flavours, attracting considerable investment over the last 12 months. For 23rd Street Distillery Brand Manager Julia Foley, it’s the associated refreshment that makes citrus suit the occasions driving RTD consumption. “From a retail perspective, citrus RTDs are highly recognisable and easy for consumers to shop. They lend themselves particularly well to spring and summer displays, entertaining occasions and refreshment-led merchandising,” Foley told National Liquor News. In the tequila-based RTD segment, flavour has typically been dominated by serves such as Margaritas and Palomas, and although this familiarity has helped to recruit consumers, Compa Tequila’s Founder and Managing Director Nick Chappell sees opportunity beyond classic cocktails with simpler serves. “We see the biggest opportunity in moving tequila beyond cocktail replicas and into occasions currently dominated by vodka sodas and premium premix. “For Compa, we believe the next growth phase is about expanding the occasion, focusing on real tequila, simple serves, contemporary flavours and formats like ranch water that can compete with the biggest RTD categories,” he stated.
Category crossover While we’re seeing momentum behind flavour-led innovation, as consumers become more deliberate about what and when they drink, Haiver Spirits Founder Matthew Anastassiou sees them looking beyond flavour cues towards innovation with character. 74 | National Liquor News
Ready-to-Drink
“Think of the light RTD segment as the fast fashion part of the market. The trend is simply new – new flavours, new ABV choices (trending higher), and new pack formats fit for more occasions (like 10-packs and mixed flavour packs).” Robert Bognar, Senior Category Marketing Manager, Good Drinks Australia
“Hard tea is the fastest-growing segment in the US right now, even as seltzer’s runaway growth starts to level off, and it’s increasingly showing up in popular culture. “It’s flavour-forward, but it’s also familiar: iced tea has long been a staple in supermarkets and convenience stores. So why not take a drink people already know and love, lightly carbonate it, and make it alcoholic? “Given how successful iced tea was here when it first launched, I think hard tea is set to follow a similar trajectory, and we’re looking forward to being part of that ride with Haiver,” says Anastassiou. Another undeveloped but promising segment of the category
The many faces of RTD Many of the standout successes within the RTD category come from new-to-market brands, making the category a
is wine-based RTDs – a format which Amy Darvill, Marketing
launchpad for independent producers who continue to stack
Director, East for Vinarchy, believes will unlock incremental growth
up against established brands.
by attracting younger consumers into wine, and extending wine
“Newer players have been able to challenge established
into occasions where consumers might typically lapse out of wine
brands in this category because they’re willing to take risks
in favour of alternative categories.
and try something new, rather than playing it safe and simply
Sitting at the cross-section of two categories, Darvill emphasises the importance of getting in-store positioning and merchandising right for wine-based RTDs. “Consumers don’t naturally think of a Sangria Spritz for the same occasions they intend on purchasing a bottle of wine for, so placing wine-based RTDs solely within the traditional wine fixture risks limiting visibility and trial. Equally, they offer a distinct proposition from mainstream spirit-based RTDs, thanks to their wine credentials and premium brand heritage. 76 | National Liquor News
extending an existing business model,” Anastassiou stated. As consumers seek authenticity, Foley agrees that smaller brands – particularly those with local provenance and independently-owned credentials – are well placed to compete with multinational players. “While larger players have scale, we believe our advantage lies in creating distinctive, flavour-led products that offer a premium experience while staying true to our Australian roots.”
INTRODUCING
APPLE, REFRESHED Please drink responsibly. Not for minors 18+.
Ready-to-Drink
Culturally-driven category exploration Interestingly, Andrews believes the biggest opportunity in RTD is recognising that it is no longer a single consumer or occasion category – with continued growth coming from many directions. While less explored, she describes cultural influence as an area with substantial headroom, pointing to the emergence of canned sake spritz in the UK as an area of cultural exploration that we could soon see in Australia. “Growing consumer engagement with soju, Japanese-inspired RTDs, Asian flavour profiles and Asian food-pairing occasions creates opportunities to recruit shoppers who may not be entering the category through traditional spirit-and-mixer propositions,” Andrews explains.
“RTDs in unique packaging while remaining accessibly priced seem to be a huge growth driver globally in 2026, as evidenced by the continued growth of BuzzBalls.” Dustin Petrovic, National Head of Sales, Casa Spirits
“Ultimately, the most effective retail strategy is to treat wine-based spritzes as a new refreshment occasion rather than a traditional wine product, with chilled availability critical in driving awareness, trial and repeat purchase,” says Darvill. For Prue Andrews, Head of Marketing and Sales for Divas Beverages, success in wine-based RTDs will come from canned formats. “The spritz has already translated strongly into canned formats in markets such as the UK, and we think there is considerable potential for the Australian market to offer greater choice beyond the traditional bottle. “Divas Beverages recently launched Hugo Spritz in a can, designed to bring the spritz occasion into a convenient single-serve format. This serve has gained huge traction in Europe, rivalling the top aperitif brands. It has made its way to Australia and is fast gaining ground as a lighter, less-bitter alternative to traditional aperitif serves with its elderflower and mint ingredients,” Andrews explained.
Beyond flavour For Papa Salt’s CEO Charlie Maas, another driving force behind RTDs’ international success is the value of the serve, being a much more straightforward purchase than bottled spirits – exemplified by RTD being the only major category to record volume growth in 2025, while spirits volumes contracted. “Consumers everywhere want great drinks that are portable. However, in Australia it’s also significantly driven by price pressures. Bottled spirit prices continue to climb with each excise hike; it’s much easier for a consumer to buy a four-pack of RTDs for $20-$30 instead of a bottle of spirits and a mixer for $90 now,” he explains. 78 | National Liquor News
Available nationally through ALM, ILG, Paramount and Liquid Mix. For wholesale enquiries, contact hola@compadrinksco.com
Ready-to-Drink
Although value remains critical, for Andrews, that doesn’t necessarily mean consumers simply want the cheapest option. “There is a strong opportunity for brands that can provide an affordable premium experience: a formulation of quality and flavour at an accessible price point,” she explains. Pointing to another major purchasing influence, David Ward, General Manager of Sales and Marketing for Blue Sky Drinks Co, outlines how the category has evolved with changing attitudes towards moderation and wellness. “It feels like RTD benefits from this growing trend, as for many brands better-for-you is becoming business as usual. However, more discerning customers now seem to be looking beyond the zero ranges for products using different sweeteners or production methods, rather than focusing on just sugar and/or calories,” he stated. Lombard strikes a similar tone, adding: “Lower sugar remains important, but we’re beginning to see the conversation move beyond simply taking things out toward propositions that add something, whether that’s ingredients, sensory benefits or other cues that fit consumers’ increasingly intentional lifestyles. I think that’s an emerging space worth watching.” As this segment continues to grow, Casa Spirits’ National Head of Sales, Dustin Petrovic, says: “Balancing the functional benefits with Australia’s compliance laws will be the make or break for brands looking to grow in the alcoholic functional RTD category.” And while better-for-you options deliver to occasions where moderation and lifestyle are important, Andrews highlights an interesting divergence in what consumers want from RTDs.
“The spritz has already translated strongly into canned formats in markets such as the UK, and we think there is considerable potential for the Australian market to offer greater choice beyond the traditional bottle.” Prue Andrews, Head of Marketing and Sales, Divas Beverages
Driving repeat purchase For Bottomley, the crowded market and influx of NPD make RTD one of the hardest categories to build loyalty in. While switching is baked into its DNA, he believes the constant turnover keeps the category energised, and the strongest brands are still earning repeat purchase. “It comes down to price positioning, clever marketing, and strong retailer partnerships working together. You need a pulse of innovation to stay relevant, but don’t neglect your hero SKUs. If they’re winning, they’re resonating for a reason. Innovation for its own sake isn’t the goal, it’s about protecting what works while giving consumers a reason to keep paying attention,” he says.
80 | National Liquor News
Ready-to-Drink
“You need a pulse of innovation to stay relevant, but don’t neglect your hero SKUs. If they’re winning, they’re resonating for a reason.” Alex Bottomley, Marketing Manager for RTD and Spirits, Casella Family Brands
“At the other [end of the spectrum], higher-ABV RTDs continue to provide a compelling value proposition, particularly when consumers are considering value per occasion and per standard drink for higher energy occasions,” says Andrews. She sees this as an opportunity for retailers to consider ABV by occasion. “Mid-strength can cater to longer social occasions where consumers want moderation, while higher-ABV formats can deliver value and convenience for different, higher-energy occasions. Both needs can coexist within RTD rather than one replacing the other as they meet different consumer behaviours and preferences for occasions.”
The retail reset As we approach spring and summer, though this trading period naturally creates more drinking occasions aligned with RTD consumption, Maas highlights the importance of seasonal ranging, with RTDs demonstrating a similar, predictable seasonality to bottled spirits. “As the consumer starts to trade bottles for four-packs, they want to follow the same seasonality. Make sure you have plenty of white spirit options for consumers when the temperature gets hotter – not everyone wants to drink whiskey and colas in the summer sun,” says Maas. Expecting light RTDs to continue driving category growth throughout this period, Bognar sees expansion continuing up the ABV curve, alongside more sharable pack formats, and into more diverse fruit-forward flavours. The challenge, he says, will be balancing fresh ranging with the expected favourites. “Retailers will have to be more selective than ever around what stays in a range, and what leaves to make way for new products. I think we must learn to be as passionate about product deletions as product innovations. So be brave, delete, range new, and repeat,” he explains. In a crowded market, Ward agrees that the weekly influx of NPD into the category creates a challenging environment for retailers to identify what will stick. “What we’re seeing is brands with recall that are creating digital demand before 82 | National Liquor News
FRUITY, FIZZY & REFRESHING
Ready-to-Drink
the consumer makes it to the shelf are making the most impact. Being fast and flexible is also important as category demand has seen Ned recently launch a reformulation of its Ned 4.8 per cent ABV in a brand new 10-pack format to better suit customer needs for a fridge-ready pack,” he told National Liquor News. Explaining how retailers can avoid over-ranging, Petrovic says: “Having a core range of fast-moving products and a set amount of space dedicated to experimentation is the best way to avoid over-ranging while still leaving the door open to the next big thing.” And while the overwhelming amount of choice makes the category difficult for retailers to navigate, it also makes RTD increasingly complex to shop. Outlining how retailers can make the choice easier for consumers, Lombard suggests “clearer navigation, stronger brand blocking, better cold availability, and giving formats that serve different shopper missions the right space”. For a category now being shaped by everything from value
Function and format As the category continues to mature, format and pack architecture are increasingly important, giving brands new ways to signal value, convenience and occasion relevance at shelf. “We’ve spent years innovating what’s inside the can; the next frontier is how RTD is bought, shared and experienced. The growth of 10-packs demonstrates how a format can unlock a completely different shopper mission,” says Lombard. Andrews added: “The 500ml single-serve format has become established in markets such as the US and could be an interesting proposition for Australia – particularly as a convenient, highervalue ‘one and done’ occasion, where appropriate. “Mixed packs and pick-and-mix promotions are also interesting because they give consumers variety without requiring endless duplication within the permanent fixture.” More distinctive packaging cues are also emerging, as brands look to stand out in a crowded market without losing sight of affordability. Calvin Koder, Co-founder of cocktail pouch brand Quips, believes younger consumers are much more open to breaking the traditional rules around what alcohol packaging should look like. “For us, the pouch isn’t just innovative or different for the sake of standing out – it’s extremely practical. It’s resealable, portable, noncarbonated and can be frozen. Everyone who sees it immediately gets it, which has been one of the most powerful things about the format,” said Koder. Petrovic added: “RTDs in unique packaging while remaining accessibly priced seem to be a huge growth driver globally in 2026, as evidenced by the continued growth of BuzzBalls.”
84 | National Liquor News
and moderation to culture, flavour and format, the next stage of RTD growth will depend on making that complexity feel simple at the shelf. “For retailers, merchandising around occasion and shopper need, rather than simply brand, could help consumers navigate an increasingly complex category. Understanding the purchaser decision hierarchy is crucial to determine how consumers shop in-store and how a planogram could help facilitate ease of shop,” Andrews concluded.
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Planning on a successful 2027? Get ahead of the wave Book your 3 step B2B campaign now 2027 Features, Trends & Insights Calender JAN
St Patrick’s Day
FEB
2027 Annual Leaders Forum
Rum & White Cane Spirit Cocktails
New Wave Agave More than Margs
MAR
Easter Marketplace
World Whisk(e)y Day
Tap cocktails
APR
An RTD for Every Occasion Cider report
Mother’s Day State Of Origin
Aperitivo, Amaro & Spritz Winter Drinks Coffee & Nut Cocktails
MAY
Rum Revival - Dark, Spiced & Cane Spirit
Draught Cocktails/Drinks
Paloma Month
JUNE
Retail Banner Groups Australian Whisky for Retail
NOLO Drinks Wine Based RTD
Martini Month Aussie Whisky Month Bar & Pub Cocktails
JULY
Brandy & Cognac Cocktails
Rye July
RTD brands on Tap
AUG
Footy Finals Drinks Organic Drinks
Father’s Day Spring Racing
Negroni Week
SEPT
Vodka or Gin Martini Dirty or Dry
Halloween
Savoury & Spicy Cocktails
Summer RTD Prosecco for Summer
Time to Stock Rosé Summer Beers & Ciders
Aperitivo, Amaro & Spritz Summer Drinks Day of the Dead - Mexican Inspired Drinks
OCT
ALIA NOV
Christmas & Gift with Purpose Gin Buyer’s Guide
Summer Beer & Cider
Tassie Regional Drinks
DEC
What’s Hot to Stock for 2028 ALIA
Chinese New Year Drinks
Summer Sips - Spritz Espresso Martini
Bars&Cocktails
SPIRITS & DISTILLING
Contact: Shane T. Williams M: 0431857765 E: stwilliams@intermedia.com.au
Summer Beers
Summer is brewing As the weather heats up, retailers see renewed growth potential in beer, driven by sessionable styles and balanced ranging.
Beer has long been a cornerstone of
less about ‘Can I afford this?’ and more
“For lighter and less frequent beer
Australian summer drinking occasions, and
about ‘Is this worth it?’ And ‘worth it’
drinkers, that can mean re-entering the
retailers agree that a sessionable, considered
doesn’t necessarily mean spending more or
category or choosing beer more often
beer range offers fresh opportunity to drive
trading up. It means making choices that
over other drinks. These consumers will
growth in the months ahead.
feel right for the occasion.”
be looking for brands they know and love
Despite beer losing ground in recent years to spirits and premixed drinks, data from
As a result, value is expected to be front of mind for shoppers this summer.
but are also enticed by more refreshing and flavour-forward choices to suit the weather.
Endeavour Group’s 2026 State of the Hops
“We expect that mindset will make
“For more frequent beer drinkers, it’s
report suggests beer is bouncing back to its
an impact on beer. Australians will still
more about enjoying longer social occasions
pre-pandemic share of the liquor market.
be managing their budgets carefully, but
while drinking responsibly. Increasingly, that
Kerry Appathurai, Executive General
summer brings more of the occasions
means looking for choices that allow them
Manager of Sales and Customer for Lion,
they value, like catching up with friends,
to moderate (in carbs, calories or alcohol
said in 2026 consumers are still feeling
entertaining, holidays and celebrating the
content), without stepping away from beer
the effects of rising costs and are actively
end of the year. We expect consumers to
or compromising on the experience.”
reprioritising household budgets.
make room for those moments, while being
The State of the Hops report highlighted
increasingly deliberate about what they
that one of the most significant trends
choose for them.”
shaping the beer market is mindful
“But despite continued pressure on budgets, optimism has strengthened over recent months. Aussies aren’t retreating
consumption with no- and low-alcohol
from life – they’re just becoming more
Cracking open opportunity
and low-carb segments sustaining growth,
considered about where they put their
Appathurai noted that summer in Australia
and two thirds of all low-carb beer brands
money,” she said.
naturally creates more occasions where beer
recording growth in the last 12 months.
“For things like alcohol, it is increasingly 86 | National Liquor News
is relevant.
With that in mind, Owner of The Berry
Summer Beers
Bottle Shop Mark Thompson, expects consumers to be reaching for lagers and other lighter styles this summer. “For the last few years people have been looking for craft lagers, pilsners, sours and other lighter, refreshing styles. While the big IPAs and ubiquitous pale ales are still going to dominate, there is a growing appreciation for well-made light styles.” Across the board, Thompson said styles that are quality, lower ABV, and more affordable will win on the shelf. “The standard of lagers in the last five years has gone nuts, as brewers use a proper lager yeast and process. The flavour whack is not as obvious as ales and sours, but the subtlety of a good, light style builds on your pallet, and people are starting to appreciate that.” Manager of Carwyn Cellars, Ben Duval, agreed that stocking high quality, sessionable styles suited to the heat is where opportunity lies. “These styles transcend the craft beer trends and appeal to a wide range of consumers with their drinkability. Every brewery
Retailer recommendations:
will likely have a cerveza pouring alongside a West Coast Pilsner
“Keep things new and fresh. When it comes to ordering, less is always
this summer, and your fridge should have them too,” he said.
more. Keep the rotation in your stock continually fresh. It keeps the customers engaged and hopefully returning regularly. Also, you can’t
Prioritising value Owner of Mane Liquor, Josh Daley, says retailers need to consider how beers compete within their respective categories when deciding what to range. For stocking craft breweries, that means recognising that selling on price alone will be difficult. “It’s a challenge to compete pricewise in categories like lagers when they’re up against the big boys. It’ll be unlikely
sell it without trying it yourself.” – Josh Daley “Balance customer favourites with new and premium options. Range all styles, no matter the season.” – Ben Duval “For those operating hybrid stores, summer is a great time for cross-promotion between retail and bar spaces. For example, we’ll have our happy hour promo in the bar, a sharp case price in the bottle shop, and a window display to really make it known and draw people in.” – Ben Duval
they’ll be able to hit similar price points, but this is where superior quality comes into play.” Thompson agrees that one of the biggest challenges facing the beer market is competition, but he says like anything, balance is key. “In the current economic climate with people being cautious with their spend, the biggest hurdle for us is highlighting the worth of a small brewer’s lager over the big, mass-produced lagers that offer value.” Promisingly, Appathurai reminds retailers that consumers today aren’t simply looking to spend less, they’re reprioritising. “The opportunity for beer is to be worth choosing in the moment: easy refreshment, something new to discover, a story worth sharing, or a more moderate way to stay part of the occasion. Bringing that to life in-store will be key for retailers.”
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October 2026 | 87
Summer Beer Marketplace
Beers built for summer
A fresh crop of beers lands on shelves, bringing new flavours and formats for the summer season.
Young Henrys launches Booze-less Pacific Ale Tapping into the no-low alcohol opportunity, Young Henrys has launched its Booze-less Pacific Ale – a loud and proud urban expression of what a non-alcoholic beer can be. Booze-less is bright with punchy hop aromas and zest, a pale straw colour, gentle haze and a dry, refreshing finish – all at less than 0.5 per cent ABV. The end result is one that took time to perfect. Young Henrys watched and waited for the right time to capitalise on the rapidly evolving market. Now, with exciting new brewing processes in play, the team is confident they have created “one of – if not the best-tasting nonalcoholic beers the market has seen”. Oscar McMahon, Co-founder and Director of Young Henrys, said: “This is the beer you can have when you want a little less booze without conceding the culture and spirit that makes you, you.” Staying true to the brand’s collaborative
Easy like Miller Dry: a smooth new mid-strength arrives for summer Born from Miller’s legacy of smoothness and reimagined for a new generation of Australian drinkers, Miller Dry brings the heritage of a beloved American brand together with a recipe crafted for local tastes.
and creative culture, traditional tattooist Ben Hastings of Tattoo Rosies and Sydney Tattoo Club collaborated with Young Henrys on the new brew’s final design. Highly respected and an influential artist in his field, the final artwork leans into an
Good Drinks Australia has already delivered the refreshingly crisp, lower-
analogue, hand-drawn design process,
carb lager to more than 4000 stores nationally. Brewed at 3.5 per cent ABV
delivering large-scale reproductions of
with a smooth, clean taste, low bitterness and a dry finish, Miller Dry is built
Hasting’s illustrated work that will be brought
for summer’s easy-going occasions and a standout choice for the backyard
to life in bottle shops across the country.
barbecue or sunset catch-up.
Distributor: Direct
Backed by an upweighted media and awareness campaign this summer, Miller Dry arrives with real momentum, driving demand as customers continue to reach for easy-drinking brews in the warmer months – and yearround. With mid-strength and lower-carb beer both continuing to grow, Miller Dry is positioned to help retailers own an exciting category. James Marsden-Smedley, Brand Manager, International Beer at Good Drinks Australia, said: “Miller Dry 3.5 per cent is the product of a fantastic partnership between Good Drinks and Molson Coors, built for Australia around the idea of ‘Easy Like Miller Dry’ – easy drinking, easy occasions, no compromise. It’s a smooth, lower-carb, mid-strength lager and it taps perfectly into the momentum behind both the mid-strength and lower-carb categories.” Miller Dry is available in cans, with a 24-pack carton RRP of $59.99 and a six-pack RRP of $20.99. Distributor: Good Drinks Australia
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Summer Beer Marketplace
Coors: An American icon lands in Australia One of the most recognisable names in American beer is now available in Australia. From the screens of Yellowstone and the heartland bars of the American West, Coors Original arrives on local shelves bringing generations of brewing heritage to a new market. Inspired by the 1873 recipe, Coors Original is a smooth, refreshing and well-balanced lager made for those who earn their beer. Grounded in more than 150 years of tradition and made for those who value substance over trends, it’s an icon with genuine country cultural pull. The Australian launch is backed by Coors Original’s partnership with the National Rodeo Co Stampede Series and an awareness campaign, giving retailers an opportunity to tap into the momentum and help customers discover an American original for themselves. James Marsden-Smedley, Brand Manager, International Beer at Good Drinks Australia, noted the surge of country culture in Australia. “Few brands embody that heritage with genuine introducing this iconic American lager with more than 150 years of brewing legacy behind it to local drinkers to discover for themselves.” Coors Original is available now in cans at Dan Murphy’s,
Modus Brewing’s Sonic Prayer is back and better than ever At Modus Brewing some beers come and go, but Sonic Prayer has a habit of coming back.
and independent retail stores from November with a 24-
One of Modus Brewing’s most loved limited releases, the
pack carton RRP of $73 and a six-pack RRP of $24.99.
cult classic IPA returns this spring at six per cent ABV. Sonic
Distributor: Good Drinks Australia
Prayer has built a loyal following over the years thanks in part to its scarcity. Modus brings the beer back every year or two, giving long-time fans the chance to rediscover an old favourite, while introducing it to a new wave of craft beer drinkers. Once each batch is gone, there are no guarantees on when it will return. “Sonic Prayer is one of those beers people still ask us about long after it’s disappeared from shelves,” said Modus Co-Founder Jaz Wearin. “We don’t want it to become something that’s always available – part of what makes Sonic special is that when it’s back, you’ve got to make the most of it.” Returning ahead of the October long weekend and the summer trading period, the release gives retailers a limited-run IPA with an established following, strong Modus heritage and a genuine reason for craft drinkers to head back to the fridge. Sonic Prayer will be available in 375ml cans across fourpack and 16-pack formats. Distributor: Direct
October 2026 | 89
Image credit: istock.com/HAKINMHAN
authenticity like Coors Original. We’re proud to be
Summer Beer Marketplace
Modus Pacific Ale officially joins the core range After making its debut as a limited release for summer 2025, Modus Pacific Ale proved too popular to disappear. Following a strong response from drinkers and retailers, the beer has officially joined the Modus core range, hitting shelves across NSW just in time for another Australian summer. At 4.4 per cent ABV and available in 375ml cans across four-pack and 16-pack formats, Pacific Ale has been built for the occasions that define summer drinking – approachable, sessionable and easy to reach for. “Pacific Ale was only ever meant to be around for summer, but the response made the decision for us,” said Modus Co-Founder Jaz Wearin. The beer has found particular traction with younger legal-age drinkers, while also tapping into the nostalgia surrounding the Pacific Ale style that helped shape the Australian craft beer movement. “There’s a real nostalgia around the style, but we’re also seeing it connect with a whole new generation of beer drinkers. It felt like the right beer at the right time to bring into our core range,” said Wearin. of an established Australian beer style with the momentum
Pirate Life and St. Agnes Distillery release new collaboration brew
of a new core release from Modus heading into the biggest
Pirate Life Brewing and St. Agnes Distillery have
beer-drinking season of the year.
released their latest collaboration brew, a barrel-aged
Distributor: Direct
coconut porter.
For retailers, Pacific Ale brings together the familiarity
Cementing a partnership that kicked off in 2022, the new brew sits at 10.5 per cent ABV, having spent six months ageing in St Agnes’ ex-Brandy casks. Pirate Life’s Head Innovation Brewer, Dennis de Boer said the collaboration is an exciting next step for the brewery and distillery. “This collaboration is in its fifth year, and we’re stoked with the latest addition. There’s something magical about ex-Brandy barrels, especially when you fill them with beer. “A coconut porter brewed with seven malt variants deserves some time on oak. Having worked closely combination,” he said. Pirate Life used a total of 19 ex-Brandy casks sourced from the St. Agnes Distillery in Renmark, South Australia. The beer joins a list of bespoke collaborative releases from the two brands, including last year’s Centennial Ale, which was crafted especially for St. Agnes’ 100-year anniversary. Distributor: Direct, email plorders@piratelife.com
90 | National Liquor News
Image credit: istock.com/HAKINMHAN
with these barrels before, we knew it’d be a winning
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Summer Beer Marketplace
Perentie Brewing Co. launches two award-winning brews Known for blending German brewing processes and authentic German yeast and hops with unmistakably Australian character, Perentie Brewing Co. has launched two new brews in time for the summer sun. Hot off the line at Perentie Brewing Co.’s Southeast Queensland brewpub, Shokai is a premium First Press Lager. Rich gold in the glass, it delivers spicy floral character alongside layers of caramel, toffee and fresh-baked bread, before finishing clean, crisp and balanced. With more depth than a typical easy-drinking lager, Shokai retains freshness and drinkability. “Shokai is about showing just how much character a lager can have. There is richness and complexity but it’s still clean and refreshing – exactly what you want in summer,” said Kenton Campbell, Founder, Perentie Brewing Co. The brewery’s second new release is Inari, a premium, full-flavoured rice lager that combines subtle malt and
BentSpoke Half Crank leans into light summer drinking BentSpoke Brewing Co has built a reputation as one
delicate rice character with mild noble hop aromas and slight bitterness. The result is crisp and exceptionally refreshing, with enough flavour to be interesting, yet easily drinkable. “We set out to brew lager without compromise,” said
of Canberra’s most recognised breweries, known for
Campbell. “Inari is crisp and refreshing enough for a
producing beers packed with flavour, character and
Queensland summer, but there’s real brewing technique and
creativity. From its award-winning favourites to seasonal
flavour behind it. It’s premium beer that’s still incredibly easy
and limited releases, BentSpoke is proudly local and never
to drink and pairs perfectly with seafood and Japanese food.”
compromises on high quality.
Both brews exemplify award-winning quality with Shokai
At 3.2 per cent, Half Cranked is a mid-strength option
awarded gold at the 2026 Melbourne Royal Australian
inspired by the brewery’s iconic Crankshaft IPA. Delivering the
International Beer Awards and Inari awarded silver at the
hop-forward character beer drinkers expect from BentSpoke,
2026 Royal Queensland Beer Awards.
this brew is wrapped up in a more sessionable package.
Distribution: ALM Connect or orders@perentiebrewing.co
It’s designed for occasions when consumers are still seeking flavour, without needing to reach for a full-strength beer – making it an easy choice for afternoons with mates, barbecues, events or simply enjoying a couple at home. “People are drinking a little differently these days; choosing low-alc options without wanting to compromise on flavour,” said Richard Watkins, Co-Founder and Head Brewer at BentSpoke Brewing Co. “Half Cranked fits right into that sweet spot, plenty of With Half Cranked, BentSpoke is showing consumers that choosing a mid-strength beer doesn’t have to mean compromising on taste, bringing together drinkability and the brewery’s signature hop character. Half Cranked gives Crankshaft fans and newcomers alike another way to enjoy a distinctly BentSpoke beer. Distributor: Direct
92 | National Liquor News
Image credit: istock.com/HAKINMHAN
BentSpoke character, just a little less crank.”
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Rosé Report
Rosé has spent years shaking off its reputation as a purely seasonal wine, but the latest market data suggests the category is now doing more than broadening its drinking occasions. At a time when the wider wine market remains under pressure, rosé is delivering genuine value growth. Circana data for the Australian off-premise market shows rosé recorded value growth of 6.8 per cent in the MAT to 7 June 2026, significantly outperforming the broader wine category, which was broadly flat in both value and volume. Andrew Gerrard, Senior Consultant – Liquor & Tobacco at Circana, says the growth is primarily coming from existing rosé shoppers spending more, rather than a significant expansion of the shopper base. “Household penetration sits at approximately 15 per cent, indicating rosé has established a solid consumer base. Existing shoppers are spending more on each occasion, with average spend per trip increasing +1.9 per cent to just over $17, demonstrating strong category
Rosé finds new room to grow
With value growth outpacing wine, rosé is giving retailers fresh opportunities across price, provenance and occasion.
engagement and resilience despite broader softness across wine.” For retailers, perhaps the most significant story sits at the premium end. The $30-plus segment is growing at approximately three times the rate of the total rosé category, pointing to an increased willingness among shoppers to trade up. Gerrard says consumers are increasingly looking for wines offering “stronger provenance, premium credentials, and a more elevated drinking experience”, reflecting a wider shift towards drinking better rather than necessarily drinking more.
Fresh, dry and approachable While premiumisation presents an important value opportunity, supplier and retailer feedback shows price remains only one part of the equation. Michelle Jackson, Senior Brand Manager at Angove Family Winemakers, says the Provençal influence remains particularly strong. “The shift towards dry, crisp and pale-coloured rosé, synonymous with the Provençal style, is now well established and continues to be an important reference point for both trade and consumers alike in Australia,” she says. While Angove is seeing the $10–$20 price point remain popular, Jackson says growth above $20 demonstrates an opportunity to trade shoppers up when there is a clear story around quality and provenance. De Bortoli is seeing similar preferences, with a spokesperson saying: “Pale, dry and fresh styles with balanced, fruit-forward profiles remain the crowd favourite.” At Somm Wine Store in Mermaid Beach, Queensland, Owner Joe Caruso is seeing similar preferences play out at store level. “Customers look for cleaner, fresher, and crisper flavour profiles rather than basic or overly sweet options, that provide great value,” he says.
94 | National Liquor News
Rosé Report
Dry, pale French Provence-style rosé performs strongly, but Caruso is also showcasing Australian examples from regions including McLaren Vale and the Barossa, with particularly good movement between $20 and $40. “I think our biggest opportunity is Australian rosé. There are some great examples being made, so our aim is to showcase and get as much Australian rosé into consumers' glasses.” That local opportunity is supported by the Circana data. While French and Italian rosés are gaining share, particularly within premium tiers, Australian rosé still accounts for just over half of category sales. Stuart Bourne, Senior Winemaker, and Darcy Lapidge, Winemaker, at Soul Growers also identify a sweet spot below $30, with particularly good movement between $18 and $25. “Consumers are looking for crisp, dry and fresh styles with a salmonpink tinge. Colour is particularly important, as rosé that is too dark or too pale can be off-putting.” They add that consumers increasingly understand that quality rosé
“Summer remains a key sales period, but strong Dry Rosé growth through the cooler months supports keeping the category visible year-round.” Shane Bulluss, Brown Family Wine Group
does not have to command a high price, while very sweet styles are less accepted than they once were.
Moving beyond summer The arrival of warmer weather remains a major trigger for rosé, but suppliers and retailers increasingly see opportunities to sell the category beyond its traditional spring and summer peak. Caruso says demand at Somm Wine Store slows during cooler months, but Queensland’s climate supports relatively strong year-round sales, followed by a significant summer uplift. Shane Bulluss, Chief Commercial Officer at Brown Family Wine Group (BFWG) similarly identifies summer as an important sales period, while noting strong dry rosé growth through cooler months. “Summer remains a key sales period, but strong Dry Rosé growth through the cooler months supports keeping the category visible yearround. Food provides a practical way to broaden its appeal, from rosé with a casual dinner to weekend entertaining,” he says. For retailers, that creates an opportunity to merchandise rosé around food and occasion rather than allowing the category to disappear from view as temperatures fall. Jackson is also seeing rosé shift towards more everyday drinking occasions, helped by experimentation with grape varieties and blends that can showcase Australian regionality and different winemaking styles. “While rosé will always be beautifully associated with sunshine and warmer weather, we are seeing the category become less seasonal, with consumers increasingly enjoying it throughout the year and certainly more for everyday drinking as well as occasions.” The category’s food-pairing credentials provide another route into year-round consumption, with crisp styles suited to lighter dishes and more complex rosés able to accompany richer food. October 2026 | 95
Rosé Report
Make rosé easier to shop As range diversity increases, however, more choice does not necessarily mean better category performance. For Soul Growers, the retail opportunity lies in tighter curation rather than filling multiple fridges with similar products. “[It’s about] quality over quantity of offerings, you don’t need three fridges fully faced with rosé. One or two fridges, fully faced, with carefully selected products curated across various regions, styles and price points could equate to more rosé category success over the shotgun approach of too many choices. Make it easier for the consumer to choose; rosé should not be the hard choice.” BFWG makes a similar case for helping shoppers navigate by taste rather than
Five ways to grow rosé Curate, don’t overcrowd: Build clear differences across style, provenance and price. Keep it chilled: Capture immediateconsumption occasions where rosé competes with beer and RTDs. Make navigation simple: Use sweet-to-
expecting extensive varietal knowledge. Its consumer research indicates rosé is relatively easy for shoppers to understand, giving retailers scope to range across different taste preferences while using simple shelf guidance to make distinctions clear. “Help shoppers find the right style and have it ready to drink. Clear sweet-to-dry shelf guidance, a focused selection of still and sparkling rosés, and chilled availability can make the purchase decision easier,” says Bulluss. Chilled availability is particularly important for last-minute entertaining occasions, when rosé is competing not simply against other wines, but against beer and RTDs.
dry cues and straightforward food-pairing recommendations.
Turn seasonal momentum into repeat purchase
Give premium room: $30-plus rosé is
With spring and summer approaching, the immediate opportunity is to use rosé’s
significantly outpacing total category growth.
natural seasonal relevance as an entry point to broader category engagement.
Sell the occasion: Barbecues, picnics, entertaining and dining can extend rosé beyond a summer-only purchase.
Jackson recommends merchandising around recognisable occasions including barbecues, picnics, outdoor dining, entertaining and the festive season, while using provenance, quality and packaging to give shoppers reasons to trade up. De Bortoli also sees an opportunity to broaden the category’s appeal. “There are two key opportunities for retailers: engaging younger consumers through lifestyleled occasions and encouraging premiumisation by helping shoppers understand the value and diversity within the category.” BFWG’s Bulluss says retailers can use the seasonal uplift not simply to maximise short-term sales, but to encourage discovery of wines shoppers will return to throughout the year. That may ultimately be the bigger opportunity for the category. Rosé already has the advantage of being approachable and familiar, while increasing diversity is giving retailers more ways to segment their offer through style, region, price and occasion. Circana’s numbers indicate shoppers are prepared to invest more in the category, particularly when premium products offer credible quality and provenance cues. At the same time, retailer and supplier feedback suggests the strongest ranging strategy does not require abandoning accessible price points or dramatically expanding shelf space. Instead, the opportunity lies in making rosé easier to understand, easier to buy and relevant to more occasions. With Australian rosé maintaining category leadership, imported wines gaining momentum and premium tiers accelerating, a carefully curated range can give shoppers both an accessible entry point and somewhere compelling to trade up. For a category once defined largely by sunshine and seasonality, that gives retailers considerably more room to grow.
96 | National Liquor News
■
The latest liquor industry
Events Keepers celebrate ‘A Spirit Shared’ in Sydney The Keepers of the Quaich brought together Scotch whisky leaders, trade, media and industry figures for its 2026 Australian gathering, ‘A Spirit Shared’, at Number 10 in Sydney’s Rushcutters Bay. Colin Rochester, Managing Director Australia and New Zealand at William Grant & Sons, Chair of Keepers of the Quaich Aus and Master Keeper, opened proceedings, with Ross Blainey serving as MC. Six Scotch whisky houses showcased signature expressions,
House of Fine Wine takes portfolio on tour
including Chivas Regal, Glenfiddich, The Macallan, Laphroaig,
More than 30 globally renowned brands from 10 countries
tastings throughout dinner.
recently came together for a roadshow tasting, giving the
Ardbeg and Talisker, with representatives guiding guests through “‘A Spirit Shared’ perfectly captures the relationship Australians
trade in Melbourne, Sydney and Brisbane the opportunity to
have with Scotch whisky. It is a category built on friendship,
sample Champagnes, wines and spirits from the House of
generosity and shared moments,” Rochester said.
Fine Wine portfolio. Calabria Family Wines Sales and Marketing Director Andrew Calabria said it was the first time the company had brought all the brands together since acquiring House of Fine Wine and The Wine Company earlier this year. Calabria said the family-owned wine business was in a strong position as it celebrates 80 years of winemaking. The company has also recorded success with several recent launches, while alternative Italian varieties remain a major part of the business, as they have since the early 1990s. As well as the McWilliam’s Hanwood Estate fortified wines, other brands at the tasting included Tahbilk, Canti, Chalk Hill, Roseblood, Levantine Hill and Champagne Bollinger.
98 | National Liquor News
Global Head of the Keepers of the Quaich Tellis Baroutsis delivered the closing address, highlighting the Australian chapter and Scotch whisky’s momentum in the region. The event was conceived and produced by Yakusan Brand Experience Group.
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