National Liquor News June-July 2025

Refreshing an icon

MAKE LIQUOR GREAT AGAIN

“WA—we've got better taste. And a coastline that doesn’t smell like commuter sweat.”

While the East Coast fumbles around with corporate red tape, large chains cannibalising the market, and every second salesperson claiming to have “disrupted” the rosé category, out West we’ve been quietly getting on with it.

Liquor Barons: Built Different

No buzzwords, no bullsh*t. We sell booze. And a lot of it.

Call it what it is:

When you see Liquor Barons, a sophisticated, nimble and entrepreneurial liquor retailer, making noises louder than the big nationals ever could, you’ll think, I wish I made the move sooner.

We are a ruthlessly consumer-led, locally-owned operation that sells smarter, operates better, and still manages to make it to Sunday footy.

Editor’s note

Welcome to the June–July edition of National Liquor News, where we spotlight the resilience, innovation and evolution shaping the independent retail liquor sector.

Leading the issue is our annual Banner Groups feature, which dives deep into how banner groups are helping independents navigate challenging market conditions. Whether it’s digital innovation, targeted marketing, omnichannel growth or new infrastructure, these groups are investing in longterm sustainability and helping their members compete smarter. We spoke to leaders from ILG, Liquor Legends, IBA, Thirsty Camel Victoria, Paramount Retail and LMG to explore how they’re delivering scale, support, and community connection – all while preserving the local identity that makes independents so valuable.

Also in this issue is our inaugural American Whiskey Buyer’s Guide, presented in partnership with the Distilled Spirits Council of the United States (DISCUS). This exclusive guide is designed for Australian drinks professionals and showcases 68 outstanding whiskeys from across North America – from time-honoured distilleries to rising craft producers – along with expert

insights into key styles, flavour profiles and sourcing opportunities.

We’re also helping to celebrate a major milestone – ILG’s 50th anniversary! To mark the occasion, readers can enter our special quiz for the chance to win a cellar door experience in South Australia. It’s a fantastic way to recognise ILG’s legacy of collaboration and support in the industry. Turn to page 56 to find out how to enter.

In other news, Drakes Cellars has officially launched across six South Australian stores, signalling a bold new chapter in independence and local engagement, supported by Paramount Liquor. Paramount is also expanding its dual-banner strategy, unveiling its first fully rebuilt Bottle Stop store in Newport – a sleek, tech-forward retail space designed with convenience and community in mind.

Enjoy the read!

Cheers, Deb

Deb Jackson, Managing Editor 02 8586 6156

[email protected]

Tel: 02 9660 2113 Fax: 02 9660 4419

Publisher: Paul Wootton [email protected]

Managing Editor: Deb Jackson [email protected]

Senior Journalist: Molly Nicholas [email protected]

Journalist: Sienna Martyn [email protected]

General Manager Sales –Liquor & Hospitality Group: Shane T. Williams [email protected]

Group Art Director –Liquor and Hospitality: Kea Webb-Smith [email protected]

Prepress: Tony Willson [email protected]

Production Manager: Jacqui Cooper [email protected]

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[yellow tail] reveals new look with modernised branding

For the first time in more than 20 years, iconic wine brand [yellow tail] has unveiled a major brand refresh backed by significant global investment.

In 2024, for the seventh year running, [yellow tail] was named the Most Powerful Brand by the International Wine and Spirits Record – an achievement determined from data representative of more than 378 million wine drinkers across 18 countries.

When [yellow tail] wine first burst onto the scene in 2001, it quickly rose to prominence thanks to its fresh take on branding, which has continued to differentiate the brand in a market as traditional as wine. At the time, the iconic Roo logo and vibrant label symbolised a more relaxed wine culture and made wine more accessible to a broader demographic.

More than 20 years later, [yellow tail] has announced its biggest brand refresh since its launch – a new look designed to refresh its image, enhance its market relevance and drive long-term growth. With significant global investment, the major packaging revitalisation will ensure that [yellow tail] remains the first choice for consumers worldwide.

The refreshed [yellow tail] packaging continues the brand’s legacy, while embracing a modern feel and showcasing the quality and personality of the wine. The new look also reflects [yellow tail]’s continued commitment to innovation, with releases like its Sparkling Cocktails Mediterranean Lemon Spritz.

Arina Serra, Global Senior Brand Manager for [yellow tail], said: “Our updated packaging is more than just a fresh look; it reflects our evolution while reaffirming our commitment to quality and approachability. We’ve retained the elements that our consumers love while refining the details to create an even stronger visual impact on the shelf.”

Big on taste, light on everything else

From May 2025, [yellow tail] Pure Bright has transitioned to Light & Bright. This new branding clearly communicates the range’s benefits, focusing on lower alcohol content. The fresh, contemporary packaging stands out from the [yellow tail] core range while maintaining a family resemblance.

The transition will be supported by an ATL campaign featuring Australian brand ambassador, Sophie Monk. In the campaign, Monk embodies the essence of Light & Bright with her signature downto-earth humour.

Chris Blockley, GM of Sales, said: “2025 is shaping up to be an exciting year for the brand. With our refreshed packaging, ongoing collaboration with Sophie Monk, and dedication to innovation, we’re confident our investment in the brand will strengthen our connection with customers and consumers in a competitive price category. Our commitment is further demonstrated through ongoing investment in ATL advertising, along with various customer and consumer-focused activations and support throughout the year.”

The new [yellow tail] packaging has now launched in Australia across the core range. For more information on the [yellow tail] range, contact your Casella representative. ■

Key features of the new packaging include:

• A sleek, contemporary design that appeals to all demographics.

• Bold packaging that stands out on shelves and simplifies consumer choice when navigating the wine category.

• Enhanced graphics and labelling, making it easier to identify varietals and flavours.

• Premium details that elevate the branding.

• A revitalised Roo design that embodies [yellow tail]’s lively and energetic brand personality.

• A gold Roo design and new cork closure for the Sparkling Cuvée range, enhancing the premium nature of the product.

St Agnes celebrates 100 years with release of Australia’s oldest bottled spirit

St Agnes Distillery has marked the historic milestone of its 100th distilling season with the limited release of St Agnes XXO 50 Year Old Exceptional Reserve.

Australia’s oldest family-run distillery St Agnes Distillery is commemorating a major milestone in 2025 – its 100th distilling season – solidifying its status as a pioneer in the country’s premium spirits industry.

Founded in 1925 by Carl Angove, St Agnes has grown from humble beginnings into a cornerstone of the Australian spirits industry. Now helmed by the fifth generation of the Angove family, the distillery continues to blend time-honoured traditions with modern innovation, earning international acclaim for its range of brandies.

Richard Angove, co-Managing Director of St Agnes Distillery, shared his excitement with National Liquor News, highlighting just how much of an achievement it is for the distillery to reach its 100th distilling season.

“This milestone reflects the dedication, skill, and passion of generations of distillers who have worked tirelessly to craft exceptional brandy right here in the Riverland.

“We’re proud to honour our legacy while embracing what’s next for Australian spirits. Our commitment to hard work, tenacity and craftsmanship remains as strong today as it was a century ago.”

To celebrate the momentous milestone, St Agnes Distillery has

unveiled St Agnes XXO 50 Year Old Exceptional Reserve, the oldest bottled spirit ever produced in Australia.

Crafted from parcels of brandy distilled between 1953 and 1972 and aged in Riverland barrel halls, St Agnes XXO 50 Year Old Exceptional Reserve honours five generations of distilling excellence.

Angove describes the release as the pinnacle of the distillery’s century-long pursuit of greatness.

“When my grandfather Thomas Angove decided to distil incredibly small parcels of exceptional spirit, he wasn’t thinking about today or tomorrow – he was thinking decades ahead.

“He believed this spirit had the potential to become something truly exceptional, and that’s exactly what happened. We’ve watched and waited, allowing time to do its work, and have been rewarded with an incredible spirit that we can’t wait to share.

“It’s more than just a brandy – it’s a reflection of everything we stand for. This release is both a tribute to the last 100 years and a toast to what’s still to come.”

With just 500 bottles available, the release sets a new benchmark as the most expensive Australian spirit with a price tag of $4,800.

“We’re

proud to honour our legacy while embracing what’s next for Australian spirits. Our commitment to hard work, tenacity and craftsmanship remains as strong today as it was a century ago.”

Richard Angove

A century of distilling excellence

The distillery’s milestone follows a standout year in 2024, during which it was named Champion Australian Distiller at the Melbourne Royal Australian Distilled Spirits Awards. St Agnes also secured Best Distilled Spirit accolades at the Royal Sydney, and Royal Australian Spirit Awards, alongside Best Brandy trophies at every major capital city competition. International recognition came in the form of gold medals at the Hong Kong International Wine & Spirit Competition.

While best known for its brandy, St Agnes continues to push the boundaries of Australian distilling with a diverse portfolio that includes Blind Tiger Organic Gin and the award-winning Camborne Whisky.

With its centenary celebrations continuing to unfold throughout 2025, St Agnes Distillery is poised to reinforce its reputation as a leader in Australian spirits – honouring its past while embracing the future. ■

Changing the way consumers consider Australian wine

Occasion-based consumption trends are at the heart of a new campaign designed to celebrate the quality and diversity of Australian wine.

Recent insights from the IWSR Australian Wine Landscapes Report (2024) show that the domestic wine market has changed. The regular wine-drinking population is shrinking, making it imperative to attract new drinkers to the category and ensure regular wine drinkers are choosing Australian wine on more occasions.

The research shows that there is a valuable opportunity to engage with consumers interested in learning more about wine, notably Gen Z and Millennials, who are adventurous, socially engaged, and high average spenders in both on- and offpremise settings.

This changing landscape has shaped the direction of Wine Australia’s new ‘We make a wine for that’ campaign, designed to align Australian wine with everyday moments and make it the beverage of choice for a wider range of consumption occasions. For trade outlets, it’s an opportunity to make wine

feel more approachable as part of an occasion.

With over 100 grape varieties grown across 65 wine regions, the campaign spotlights the quality and diversity of Australian wine, which offers domestic shoppers a perfect bottle to match any consumption occasion.

Paul Turale, General Manager Marketing of Wine Australia, says: “The campaign is built around the premise of connection, celebrating relationships and moments that matter.

“Through this campaign we celebrate the diversity of occasions that define today’s culture and give shoppers confidence that there really is no need to look any further than Australia because ‘we make a wine for that.’”

Targeting category share from imported wines and other competing alcohol categories, the campaign is an effective and affordable way for the sector to increase domestic sales and engagement and attract new drinkers.

“Through this campaign we celebrate the diversity of occasions that define today’s culture and give shoppers confidence that there really is no need to look any further than Australia because ‘we make a wine for that.’”

Building momentum around the campaign “Wine consumption is declining globally, driven in part by less-involved consumers leaving the category and increased competition from other alcoholic and non-alcoholic beverage categories,” explains Turale.

“The campaign aims to get adults who have some level of awareness of wine to choose Australian wine more frequently for more occasions, which will in turn drive sales of Australian wine and benefit the whole sector.

“From well-loved classics to innovative and emerging styles that are shaping the look, feel and taste of modern Australia, there is always something new to discover about Australian wine,” he continues.

To grow domestic market share, Turale is calling for a collective industry approach, where the sector adapts and meets consumers where they are.

“Sector collaboration will be critical, as we work

together to give this campaign momentum. A strong and consistent message needs to be visible across the path to purchase journey for wine drinkers to ensure cut-through,” he continues.

To ensure a unified national message across all elements of trade, Wine Australia will provide resources and support for retailers, wineries and onpremise venues.

A free marketing campaign toolkit will be available on the Wine Australia website from June, with templates, assets, and messaging to help to bring the concept to life across all customer touchpoints.

With consumer rollout beginning in August, Turale encourages retailers to look for opportunities to align the campaign with Australian wine category activities to increase relevance, share of voice and category awareness in a crowded market.

“We’re inviting retailers and trade to engage through social media, catalogues, in-store POS, tastings, PR and events. The campaign is flexible so they can maintain their individual branding and point of difference in the market.

“The impact with shoppers will be made if we can have consistent re-enforcement of the campaign messaging throughout the path-to-purchase journey, so that when they get to the shelf, they will choose Australian wine.”

Wine Australia will broaden the audience reach and engagement for campaign-related events by promoting them on its Australian Wine website, and retailers can also benefit from an umbrella media and digital campaign throughout the campaign period.

To sign up to the campaign, visit wineaustralia. com/wemakeawineforthat and gain access to downloadable campaign guidelines, social and POS assets, poster templates, creative activation ideas and the event submission portal. ■

Who is shopping in your store anyway?

David Shukri, Customer Success Director at Shopper Intelligence, offers insights into consumer behaviour across each of the major banners.

Simple question, right? Well… maybe not.

I speak to plenty of people who can’t clearly articulate who’s buying (not consuming) their product – or why they’re buying it.

The interesting thing is, we often jump straight into category strategy to answer this question. And while that makes a lot of sense, it misses one important factor: the profile of the shopper at the banner level.

Every banner has a different shopper profile. What matters in one store might not matter in another. Miss this, and you risk misfiring at the category level.

So, here’s a topline look at who’s shopping in each of the major banners – and what matters most to them – to help you plan and collaborate more effectively with your partners.

Dan Murphy’s

The Dan’s shopper remains the most engaged. They’re open to spending more, but they’re demanding too, and one-in-three would walk away without buying anything if they couldn’t find their chosen tipple. This is often down to poor availability of key lines, or indeed, the perception that a product is unavailable.

This shopper still values competitive prices, even if they’re prepared to trade up, so the task is to lead with price and guide the way to premium trade-ups.

BWS

This is a shopper that’s feeling pressure on their budget. Like Dan’s, nearly a third are willing to leave empty-handed if they can’t find what they need. They’re calling out better store layout and better signage as two big opportunities, but they’d also like to see clearer value messaging and more visible offers.

Liquorland

Overall satisfaction here is lower than the market, with unclear pricing and inconsistent execution called out as key issues.

This is a shopper that will pick Liquorland if they see enticing offers pre-store, so tightening up marketing relevance is critical in the new Liquorland era. There’s also a job to do on EDLP, range simplification and in-store theatre to improve satisfaction and shopper retention.

First Choice

The banner is evolving, but what does that mean for its current shopper?

They’re loyal when the store delivers well and respond positively to volume-based trade-ups when the deal is right. They’re more open to new ideas than shoppers in many other banners, but price matters.

Focus areas include strong pre-store

value cues, clearer in-store signage, and better product information.

Bottlemart

The Bottlemart shopper is curious and open to premium trade-up. They care about quality, like to browse, and are interested in new products. However, layout, range, and availability need attention.

They’re more impulsive than the average off-premise shopper and this, coupled with the fact one-in-four is looking for the best deal on the day, means a great opportunity to dial up that ‘limited offer’ messaging in-store.

Cellarbrations

Finally, the Cellarbrations shopper tends to be less planned and more open to discovery when they’re in-store. They’re more likely to browse and will consider both premium and new products, so signage and information are crucial.

Given this shopper over-indexes younger (18–34) and female, decisions on range and marketing need to reflect that in order for Cellarbrations to thrive.

If you’d like to go deeper and understand which categories are best placed to drive growth banner by banner, get in touch: [email protected]. ■

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News

For retailers around the country

LMG and SipnSave celebrate 20 years as a joint force

Last month, Liquor Marketing Group (LMG) and SipnSave celebrated 20 years since the formation of the joint venture which brought the two groups together.

Established in 1977, LMG initially operated predominantly in New South Wales. Just two years later, SipnSave was launched in South Australia, and has been part of LMG’s national footprint since 2005.

Now, SipnSave has become one of South Australia’s largest independent packaged liquor groups, with 100 outlets throughout the state. Meanwhile, LMG proudly represents more than 1,400 independent operators in Australia’s retail packaged liquor sector and operates Australia wide.

LMG Director and SipnSave Chairman Tony Hurley said: “It is pleasing to reflect on the growth of SipnSave in a market where countless brands have come and gone. It is a testament to focus on creating value for members over the long term by supporting them and focusing on meeting the shopper needs which pays dividends in the form of brand equity.”

Oliver’s Wines eyes bricks-andmortar expansion with Tony Leon

Oliver’s Wines, the online wine information and retail platform created by internationally renowned wine critic Jeremy Oliver, is moving into bricks and mortar, in partnership with one of Australia’s leading liquor retailers, Tony Leon.

Having operated exclusively in the online space for just over 12 months, Oliver is focused on developing strategically placed and highly visible landmark stores tightly connected to the online platform. With Leon, whose stellar career includes taking Dan Murphy’s from a single store to 88, he is currently searching for the first physical location for Oliver’s Wines in Melbourne, with locations in Sydney and Brisbane to follow.

“A high-profile bricks and mortar presence can drive sales via our online platform in a way that is too hard to deliver when purely online,” says Oliver.

“But a physical multi-purpose operation featuring a wine bar plus event and education spaces will greatly help us create and nurture customer relationships. Visitors to our stores will discover our unique brand story and experience the depth and truly personalised nature of our online/offline presence.”

Oliver and Leon are united in their conviction that it’s the ideal time to offer a high quality and high value range from makers large and small, known and lesser known, supported by a strong emphasis on customer engagement, experience and service.

ILG breaks ground on new Swanbank distribution centre

Independent Liquor Group (ILG) has marked a significant milestone with the sod-turning of its new distribution centre in Swanbank, Queensland.

The purpose-built facility, spanning 30,846sqm, will be located in the Swanbank Business Park, strategically positioned near Ipswich and Brisbane.

Once completed, the site will feature a custom-designed warehouse, dock office, material handling equipment (MHE) charging zone, and temperature-controlled zones – enhancing supply chain efficiency and strengthening ILG’s growing operations across Queensland.

Construction is now underway, with the site poised to become a key hub in ILG’s national logistics network. The Swanbank DC project is also expected to generate new employment opportunities and bolster economic activity in the surrounding areas, aligning with ILG’s mission to empower regional communities.

Paramount unveils Bottle Stop Newport

Paramount Retail has opened the doors to its first fully rebuilt liquor store, Bottle Stop Newport, marking a significant milestone in the group’s ambitious dual-banner growth strategy.

Bottle Stop is Paramount Retail’s convenience-led offering, and the new Newport store has undergone a complete transformation to reflect the group’s ambition to create modern, community-first liquor stores. With a focus on pricing, convenience and a tech-forward shopping experience, the store sets a new benchmark for the growing portfolio of physical stores.

Leigh Rowe, CEO of Paramount Retail, says: “Newport marks a pivotal moment for us. This is more than just a renovation – it’s a showcase of what our retail future looks like. We’ve built this store with the community in mind: sharp prices, smart design, and a welcoming experience that locals have already embraced.”

Drakes Supermarkets rebrands liquor division

Drakes Supermarkets is rebranding its liquor arm as Drakes Cellars, launching the new identity across six South Australian stores from 30 June. The stores, previously under the Cellarbrations banner, are in Aston Hills, Eyre, Findon, Gawler East, Mount Barker, and Wallaroo.

The move reflects Drakes’ focus on independence, family ownership, and strengthening local partnerships. Paramount Liquor has been appointed as the exclusive supply partner.

Drakes Director John-Paul Drake said, “At Drakes, we’re here for a good time and a long time... it’s like wine and cheese – a match made in heaven.”

Paramount Liquor Director Leigh Rowe added, “We’re both

family-owned businesses... this partnership is built on trust, shared ambition, and a clear goal.”

To mark the launch, Drakes Cellars stores will offer tastings from local producers, exclusive deals, and an enhanced online shopping experience at drakescellars.com.au.

Drakes operates 68 supermarkets nationwide, turning over $1 billion annually.

Your brand can reach up to 250,000+ trade customers across 6 national publications. Download

Zest is best

Bright, bold, and refreshingly tangy – citrus is having a major moment in the world of alcoholic beverages. Driven by a consumer craving for vibrant, fruit-forward drinks, citrus-based beverages are winning over a wide demographic. From allAustralian limoncello to citrus beers and RTDs, these are the standout products driving the citrus craze.

“We’re definitely seeing citrusbased spirits like our bestsellers, Limoncello and Coastal Citrus Gin, resonate with a new wave of consumers – especially younger drinkers and those seeking fresher, lighter flavour profiles. There’s a growing appreciation for premium, vibrant spirits that feel both approachable and crafted, which is drawing in everyone from cocktail enthusiasts to casual sippers looking for something distinctly coastal and refreshing.”

Adam Ballesty, General Manager, Manly Spirits

In the Hard Fizz US RTD Study Tour report, the brand identified the trends shaping the dominant RTD category across standalone liquor stores, convenience channels and supermarkets in the US. Within the vodka and tequila segments of RTD, Hard Fizz found that strong demand for citrus and tropical fruit flavours has led to increased shelf space and premium positioning.

Zesty spirits dominate sales for Manly Spirits

As more and more consumers reach for light, bright, citrus beverages, Manly Spirits says its Zesty Limoncello has become one of the top-selling Australian limoncellos on the market.

Crafted in small batches using hand-peeled lemons and infused with native botanicals like lemon myrtle and lemon aspen, the award-winning liqueur offers a zesty, lemon meringue tart finish that captivates consumers.

Manly Spirits Coastal Citrus Gin is another favourite among consumers, offering a distinct twist on traditional gin. Combining earthy citrus notes with delicate savoury flavours, it’s ideal for a classic G&T or a coastal-inspired cocktail. Distributor: Manly Spirits

In data gathered by Innova Market Insights, citrus flavoured RTDs grew at a CAGR of 91.1 per cent between 2019 and 2023. Deemed to be one of the most refreshing flavour profiles within the category, it was reported that 72 per cent of consumers preferred a citrus flavour profile when choosing which RTDs to purchase.

Citrus gin in a tin

Four Pillars launched its first RTD back in October 2021, and ahead of summer 2022/23, decided a citrus-based beverage was missing from the range. Along with the release of the popular Bloody Shiraz Gin & Tonic, Four Pillars added the Fresh Yuzu Gin & Soda to its RTD line.

Fresh Yuzu Gin & Soda was Four Pillars’ first RTD can that used soda rather than tonic as a mixer, with its low-calorie count making it an ideal choice for health-conscious consumers.

The highball style drink uses a concentrated Fresh Yuzu Gin base, with the extra yuzu offering a strong citrus flavour profile, combined with clean and crisp carbonated water for a refreshing finish.

Distributor: Vanguard Luxury Brands

“Citrus is the best-selling flavour profile currently, so having strong visibility and shopper disruption is key. You have to be easy to find and buy, with a range that’s easy to navigate. We know taste trumps all, so having authentic brand experiences in-store that bring flavour delivery to life via trial is integral.

Secondary touchpoints and stock weight on floor to attract attention would also be considered best practice.”

Felons barrel-aged brew bursts with orange zest

Felons Brewing Co. has unveiled the latest addition to its barrel-aged beer project, The Last Orange, a fruited golden sour blend bursting with fresh orange zest.

Crafted from a winter harvest of navel and blood oranges, The Last Orange is a combination of two golden sours, one from 2021 and another more recent, infused with fresh orange zest and aged for 26 months in Slavonian and American oak barrels.

Felons Senior Brewer, Jared Palu, says: “Barrel ageing is a process of precision, especially with citrus – The Last Orange required us to balance the perfect amount of contact time with citrus zest, boosted by fresh juice. It’s a beer of subtlety and intensity all at once, while still remaining fresh and fun on the palate.”

Distributor: Felons Brewing Co.

Zoncello sparks a buzz across the country

First launched in February 2023, Zonzo Estate’s Limoncello Spritz Zoncello was initially available at the winery’s cellar door but quickly became a runaway success and reached independent retailers across the country.

Made with Zoncello Limoncello and Zonzo Estate Prosecco, the Spritz is fresh and bright with a gentle fizz and notes of lemon sherbert, described as being reminiscent of ice-cold sorbet. Zoncello has enjoyed great success, prompting the winemaker to expand its range of bottled spritzes to include Bellina and Cicchio Pistachio Spritz. As the market for citrus-flavoured wine spritzes grows, Zoncello remains a fan favourite and is now available in a convenient 200ml can format alongside the original 750ml corked bottle.

Distributor: Zonzo Estate

“Lemon is not a new flavour, and it is something that people are familiar with. Italians have been enjoying Limoncello and Limoncello Spritz for a very long time, and with lots of Australians travelling to Europe every Winter, they have become more familiar with these drinks, too. I think when we launched Zoncello, we made Limoncello Spritz more accessible. There is no need to purchase multiple ingredients and fiddle around with the perfect recipe – you can simply pop and pour, which is what you need when you are hosting.”

Rod Micallef, Director, Zonzo Estate

De Bortoli Limoncello Spritz caters to moderation

In the 12 months to June 2024, three out of the top six alcohol growth brands feature a citrus-based beverage in their ranges. Hard Rated was the top growth brand, with lemon featuring in every flavour variation. Closely following Hahn, Great Northern and Balter, was Kirin Hyoketsu and Brookvale Union, both of which have at least one lemon flavour within their range. Collectively, these six brands generated more than $500m in sales within the 12-month period, and Hard Rated alone generated $157m in Australia in 2023.

In 2024, De Bortoli Wines was quick to join the booming citrus market with the launch of its Limoncello Spritz, a refreshing ready-toserve combination of De Bortoli Prosecco and lemon flavours. With an ABV of nine per cent, Limoncello Spritz offers flavour to the growing number of consumers looking to moderate their alcohol consumption.

Although traditionally consumed as an aperitif, Limoncello Spritz is equally suited to a pre-dinner occasion, paired with a meal, or on its own. De Bortoli suggests elevating the experience by serving Limoncello Spritz with a sprig of fresh mint and a slice of lemon.

Distributor: De Bortoli Wines

“Retailers can build a stronger citrus offering by dedicating space in-store with clear cues around refreshment and ease. Grouping citrus-based beverages together would make navigation simpler and highlight their versatility. An occasion-based approach like casual entertaining or weekend drinks could also help drive engagement and purchase.”

Darren De Bortoli, Managing Director, De Bortoli Wines

“Citrus remains a crowd-pleaser, but today’s drinkers are after more than just familiarity — they want freshness with a story. We’re seeing strong demand for citrus profiles that offer a twist, especially when grounded in local provenance.”

Archie Rose grounds citrus in local provenance

Amplifying Archie Rose’s ethos of working with local, sustainable producers, the distillery’s annual vintage Harvest series acts as a true expression of the ingredients and provenance behind its spirits.

Citrus is front and centre in the 2021 edition of Lemon Scented Gum Harvest Gin. Spotlighting aromatic lemon scented gum grown by Cyan and Martin at Bunyip Hollow in Victoria, the gin offers aromas of lime sherbet and apple blossom with freshly squeezed lime on the palate, and a lingering finish dominated by barbecued lemon.

Trevor Hannam, Head of Sales at Archie Rose, says the Lemon Scented Gum Harvest Gin is a perfect example of a citrus profile grounded in local provenance.

“Uniquely Australian, vibrant, and delivering that crisp, elevated citrus experience with notes of yuzu, emerald green finger lime, pine, and eucalyptus,” he stated.

Distributor: Archie Rose Distilling Co

Grapefruit shines in Papa Salt Paloma

Since its launch in May 2023, Australian coastal gin Papa Salt has quickly established itself in Australia’s spirits market, and a little more than six months ago the brand introduced a refreshing new addition to the portfolio.

Packaged in a slim 250ml can at five per cent ABV, the Papa Salt Paloma debuted in October 2024 at SXSW Sydney and has captured demand for citrus-based beverages ever since its rollout to bottle shop shelves in November.

With just 99 calories and one standard drink per can, Papa Salt Paloma combines the award-winning Papa Salt Gin with Capi Grapefruit Soda, crafted using natural and locally sourced ingredients to ensure vibrant grapefruit flavours with a touch of rosemary.

Distributor: ICONIC Beverages

“We see demand for citrus-based drinks continuing to grow over the next 12 months, with bars and retailers backing the trend for refreshing, light, and natural options. Premium RTDs will keep booming too, think lower sugar, natural flavours, and better-foryou vibes are what people tell us they want and citrus-based hits the spot.”

Maas, CEO, Papa Salt

Marketplace

Brand news and promotions

36 SOUTH represents a bold new chapter in Australia’s spirits story

36 SOUTH is the bold new expression of Australian whisky crafted by Morris of Rutherglen and distributed by Casella Family Brands, a 100 per cent family-owned and independent company celebrated for its outstanding portfolio of Australian brands.

Recently crowned Best Australian Blended Whisky at the 2025 World Whiskies Awards, 36 SOUTH offers aromas of raspberry jam, toasted cereal and vanilla cream, and a palate of dried red fruits, lightly charred oak and honey-glazed pastry.

Capturing the essence of the Rutherglen environment, which is situated precisely at 36 degrees south latitude, the whisky is made with locally sourced wheat and barley. The region’s distinct climate is ideal for whisky maturation, and provides an enhanced aging process that results in a smooth, complex flavour profile unique to its origins.

Lara Gardner, Senior Market Manager, Spirits – Casella Family Brands, says: “Crafted with care at the historic Morris of Rutherglen and shaped by the unique climate of Rutherglen, 36 SOUTH Whisky embodies the strength, character, and innovation of Australian craftsmanship.”

Proudly crafted at the Morris Whisky Distillery in Rutherglen, Victoria, home to the Morris family since 1859 and Australia’s most awarded wine and whisky brand, 36 SOUTH Whisky is a celebration of craftsmanship and heritage. Distributor: Casella Family Brands

Four Pillars enjoys success with Navy Strength Gin in a tin

Modelled on the Ginger Mule cocktail – a gin-based adaptation of the popular Moscow Mule – Navy Strength Gin & Ginger is one of the leading SKUs in Four Pillars’ popular RTD range.

Made with a hyper-concentrated version of the Yarra Valley distilleries award-winning Navy Strength Gin, and a bespoke ginger beer, the canned cocktail has a high ABV of 6.5 per cent.

Crafted with real ginger and real finger limes, a hyperconcentrated Navy Strength Gin was distilled for use in the RTD to ensure none of the flavour was lost. The botanical load was increased to include more ginger, turmeric and finger limes, then paired with Four Pillars’ own ginger beer. The result is a super fresh gin drink with a hint of ginger spice and bright citrus.

Accompanied by Rare Dry Gin & Tonic, Fresh Yuzu Gin & Soda and Bloody Shiraz Gin & Tonic, Four Pillars’ full RTD range is available at an RRP of $29.99 for a four-pack.

Distributor: Lion

Handpicked Wines unveils 2022 Single Vineyard and Collection vintages

Australian winemaker Handpicked Wines has released the 2022 vintages of its Single Vineyard and Collection ranges, comprising a selection of Pinot Noir and Chardonnay from its organically managed vineyards across key Australian wine regions.

Peter Dillon, Chief Winemaker, says: “Our Single Vineyard range shows the character of individual vineyards, while the Collection range showcases the character of each wine region as a whole through the varieties that they are most renowned for.

“Terroir is at the heart of these two ranges, so we take great care to nurture the sites, which helps us produce exceptional fruit. We carefully select the highest-performing pockets of grapes from the vineyards and handle them gently throughout the winemaking process.

“These 2022 release wines are a testament to over a decade of thoughtful stewardship, regenerative farming methods, and a deep respect for the land.”

The eight new vintage releases include premium expressions of the winemaker’s two flagship varieties from Mornington Peninsula, Yarra Valley, Tasmania.

Distributor: Handpicked Wines

Vok Beverages reveals a bold new contender in flavoured whisk(e)y

While flavoured whisk(e)y is no longer a niche, Vok Beverages hopes to lead the movement in Australia with the release of Real McCoy, a premium flavoured whiskey liqueur.

Designed to cater to the evolving tastes of modern whisk(e)y consumers, Real McCoy is positioned to capture the momentum of the flavoured whisk(e)y category, which is growing at three per cent year-on-year.

So far, the range includes two flavours, Salted Caramel and Buttered Popcorn. Bottled at a lighter ABV of 30 per cent, the two flavour expressions are available in both 700ml and 50ml formats for convenience.

Johann Einarson, Brand Manager at VOK Beverages, says: “Flavoured whiskey is no longer a trend – it’s an established, fast-growing category with enormous commercial potential.

“Real McCoy is a commercially-minded product built for today’s market – high-impact flavour innovation, competitive price point, and genuine versatility across retail and onpremise. It’s exactly what the category has been calling for.”

Distributor: Vok Beverages

Snapper Distillery joins Swift + Moore Beverages portfolio

Swift + Moore Beverages has taken over the Australian distribution of Whipper Snapper Distillery products, with the exception of West Australia.

Hailing from East Perth, Whipper Snapper Distillery has attracted global acclaim with its distinctive distilling process and use of West Australian grains. This year alone, the distillery was awarded Best Australian Corn Whiskey, Best Australian Rye Whiskey and Best Australian Wheat Whiskey at the World Whiskies Awards held in London.

Michael McShane, Principal and CEO at Swift + Moore Beverages, says: “With Whipper Snapper Distillery’s relentless pursuit to create the perfect Australian whisky, we are thrilled to be able to add such an exceptional range of whiskies to our portfolio.”

Alasdair Malloch Co- founder and Managing Director of Whipper Snapper Distillery, added: “Swift + Moore has a long history in the Australia market, and we see our partnership as a natural fit and look forward to continuing to build our presence in the Australia market.”

The distribution partnership is already effective, with all ranges distributed via major wholesalers and platforms.

Distributor: Swift + Moore Beverages

Coastal’s hard coconut water introduces new flavour

Australia’s first alcoholic coconut water has launched a new flavour with pink grapefruit joining the Coastal’s range.

The RTD is crafted with pure coconut water, real fruit juice with no added sugar and is mixed with triple-distilled gluten-free vodka, offering a naturally sweet taste with 43 calories per 100ml.

Coastal’s founder, Adam Benwell, says: “Our new pink grapefruit flavour adds a vibrant twist that’s perfect for laid-back winter drinks. We decided to go all in with 100 per cent coconut water, adding fruit juice to create a flavour range, and using pure rice vodka for the alcohol.”

“Those naturally occurring electrolyte salts enhance the fruit juice flavours and make the drink incredibly tasty and refreshing.”

Coastal’s said the recipe took nine months to fine tune and the company is proudly carbon neutral while also donating money to environmental charity 1% for the Oceans.

The pink grapefruit flavour adds to the pineapple and watermelon RTDs launched by Coastal’s in mid-2024, which are now stocked in more than 350 retailers across Australia.

Distributor: Direct, ALM, Paramount Liquor

Carlton Dry gets a rebrand

One of Australia’s most popular beers has rolled out a fresh visual brand identity. Carlton Dry is targeting a wider audience with the refresh while aiming to offer drinkers more opportunities to moderate with its 3.5 per cent offering.

Carlton-Asahi Beverages Marketing Manager, Jessica Johnson, said the branding paves the way for growth.

“The strategic decisions behind Co-Partnership’s work have given us not only a modern expression of Carlton Dry’s crisp, ultra smooth refreshment, but also the brand tools for a future of growth.”

Co-Partnership says the beer brand needed a contemporary evolution that would retain its easy-drinking relevance while appealing to a broader range of beer lovers.

“Designed to slot into modern social occasions from the pub to the barbecue, the new identity empowers the brand with cut-through consistency to engage consumers across physical and digital touchpoints,” it said.

Many of the brand elements have been retained, such as the horse head and typography while others have been refined to retain brand recognition and inject fresh energy, according to Co-Partnership.

“A key element of the refresh is the introduction of a brand lockup that integrates existing assets into a unifying emblem, one that can flex across products, formats and comms to enhance Carlton Dry’s distinctiveness at scale.”

Distributor: Carlton & United Breweries

Proof Drinks to distribute Finlandia in Australia

A new partnership between Finlandia and Proof Drinks Australia will see the company exclusively distribute the vodka in Australia.

Proof Drinks UK already distributes Finlandia, but the local deal will add to the Australian company’s stable of brands such as Monnet Cognac, Sunshine & Sons Gin and Cut Rum.

Proof Drinks Australia MD, Drew Doty, said partnership will continue to bring one of the world’s most iconic and premium vodka brands to Australian consumers.

“We are thrilled to be entering into this exciting partnership with Finlandia vodka, a brand that represents the perfect balance of quality and heritage,” Doty said.

“With its unparalleled taste and premium reputation, we are confident that Finlandia will continue to be a favourite among Australian vodka drinkers.”

Finlandia Vodka is crafted with pure glacial water and six-row barley in Finland and currently has annual production volumes of 2.7 million cases globally.

Distributor: Proof Drinks Australia

Bladnoch introduces two new single malts to Australian market

Scotland’s oldest privately-owned Scotch whisky distillery, Bladnoch, has unveiled two new single malt whiskies, Bladnoch 8 Year Old and Bladnoch 16 Year Old.

Matured in two different types of American oak red wine casks, Bladnoch 8 Year Old was bottled at 46.7 per ABV. The rich single malt has aromas of strawberries and cream with herbal pinecones, while the complex flavour profile presents flavours of strawberry jam, polished oak and nutmeg.

Also bottled at 46.7 per cent ABV, Bladnoch 16 Year Old was matured exclusively in oloroso sherry casks, offering hints of wood spices, raisins, sultanas and orange peel on the nose. Expertly handcrafted by Bladnoch Master Distiller Dr Nick Savage and his team, the whisky presents a palate of raisins, dried fruits, fruit cake, cinnamon and chocolate.

Bladnoch’s whiskies are now being rolled out globally as part of the distillery’s continued growth after it was acquired by David Prior in 2015 – who became the first Australian to own a Scotch whisky distillery.

Dating back to 1817, Bladnoch Distillery is one of the oldest single malt Scotch whisky producers in the world and is enjoying a bold revival.

Distributor: ALM Connect, Paramount and ILG

Innocent Bystander steps into bold new territory

Innocent Bystander is going beyond its Yarra Valley roots with the release of two new wines, Easy As Shiraz and Sauvignon Blanc, crafted from Victorian and Tasmanian grapes.

Innocent Bystander’s Winemaker Geoff Alexander says the new releases are a signal of the direction the brand is headed as it moves beyond its cellar door and aims for a broader future.

“Moving beyond the Yarra Valley doesn’t mean we’re abandoning our roots, it means we’re not limited by them. Great fruit exists across Australia, and these two wines are just the beginning.”

Designed to flip expectations of the classic red variety on its head, Easy as Shiraz is crafted from premium Heathcote Shiraz, offering flavours of juicy wild berries, soft tannins and a vanilla finish, and bottled at 10 per cent ABV.

The Tasmanian Sauvignon Blanc is a crisp and expressive wine crafted for everyday drinking, boasting zesty citrus, freshcut herbs and crisp acidity, with a higher ABV of 14 per cent. Distributor: Brown Family Wine Group

Coopers Dark Ale now in a can

Coopers has announced its fan-favourite Dark Ale will now be available in a can, responding to calls from beer lovers across the country.

The dark brew has only ever been sold in bottles and kegs; however, for a limited time, Coopers Dark Ale will be available nationwide in a brown 375ml can. It is the last remaining beer within the permanent portfolio of Australia’s largest independent family-owned brewery to be packaged in a can format.

Managing Director Michael Shearer says: “More and more fans have been asking for Dark Ale in a can to the point that it’s been our most requested new product development in the past 12 months.

“Coopers is always keen to hear from our fans, and we’re pleased to be able to meet this request, even if it is just for a limited time. Our brewers have trialled and tested the beer in the can format. It tastes and looks great so we’re confident it will be well received.”

The roasted and crystal malts in Coopers Dark Ale produce a deep amber brew, with tasting notes describing a rich, full-bodied flavour which delivers a generous mouthfeel with sufficient hop bitterness for a well-balanced smooth finish.

Distributor: Coopers

Turner Stillhouse blends Tasmanian distilling heritage with American influence

Turner Stillhouse has ushered Tasmanian whisky into a new chapter, releasing two distinctively Tasmanian Bourbonstyle whiskies – Rosevears Tasmanian Three Grain Whiskey and Rosevears Tasmanian Single Malt Whisky (Bourbon Cask Matured).

Rosevears Three Grain Whiskey is a unique Bourbon-style whiskey that blends the vision of American-born distillery owner Justin Turner with the influence of the Tasmanian distilling team to showcase the state’s unique terroir.

Rosevears Single Malt Whisky is made with 100 per cent Tasmanian malted barley and pure Tasmanian water, handmade in small batches and matured in American oak bourbon casks.

“We are the first distillery to produce a bourbon-style whiskey using 100 per cent pure Tasmanian water and grains (corn, rye and barley) and matured in large-format toasted and charred new American oak,” says Turner.

“Whisk(e)y is absolutely why I started the distillery. It’s my passion, and it’s exciting to see these whiskies finally coming to market, bringing something different and completely new. We’re really proud of them and can’t wait for our customers to discover their unique and unexpected qualities.”

The first batch of the new releases is limited to 500 bottles, each numbered, gift-boxed and handsi8gned by Turner and Lead Distillery Brett Coulson.

Distributor: Turner Stillhouse

Latest additions to De Bortoli’s One Line range

De Bortoli Wines’ One Line range is growing, now with the addition of two vibrant reds: One Line Tempranillo and One Line Sangiovese.

Crafted as a modern take on Rutherglen’s unique terroir, the range showcases the region’s natural strengths and character, with the 2024 vintage promising to be one of the standout vintages of the last 10 years.

One Line Sangiovese is a vibrant red with aromas of red berries, cherries, spices and hints of dried herbs. On the palate, wine offers balanced cherry strawberry flavours with integrated oak and a savoury finish.

One Line Tempranillo offers hints of crushed red fruits, dark berries, cherry compote and spice. Aged in older French and American oak, the wine has a softness and roundness on the palate, with mouth-filling grainy tannins and subtle tobacco.

Distributor: De Bortoli Wines

Tasmanian-born Kurio brings new depths to whisky world

Amber Lane releases new whisky

Amber Lane Distillery has launched its follow-up whisky to Silk Road with the release of Silk Lane, offering a similar flavour profile to its predecessor with dark sugar and spice notes.

Silk Lane comes at a lower ABV of 48 per cent, allowing to be more accessible at $149.

The distillery’s co-owner, Rod Berry, told National Liquor News the release has been eagerly awaited, and Silk Lane is a more gentle, creamy style of whisky.

“This was achieved by longer maturation and the addition of water to casks to bring down the strength slowly to the bottle strength,” he said. “The slow addition of water to the cask, a technique we have learned from the Cognac tradition, draws out more softness from the barrel

“With its rich, dark sugar and spice flavours, but at a more approachable strength, Silk Lane is sure to find a place on the shelves of whisky lovers everywhere.”

After spending almost 14 months in virgin American oak casks, the whisky underwent a secondary maturation period in Heaven Hill bourbon casks for three to four years.

Distributor: Amber Lane Distillery

Launched by the distilling team at Lark Distilling Co, Kurio is a new flavour-forward blended whisky that heroes local Tasmanian ingredients and the island’s creative spirit.

Kurio was developed by Lark’s Master Distiller, Chris Thomson, as a way of showcasing the distillery’s most innovative and successful flavour experiments, targeting new-to-whisky drinkers with spirits that are easy-going and accessible.

The first release in the Kurio line, Crimson Jam, blends a selection of single malt whiskies finished in Tasmanian cherry and sparkling wine-seasoned casks. The result is a full-flavoured blend with fruity notes and a richness enhanced by the use of native ingredients.

Thomson says: “We wanted to push the limits of flavour with Kurio. Tasmanian ingredients are incredible and the way we create as islanders is unique. Kurio is a celebration of both. Whisky for people who, like us, crave exciting and intriguing flavour experiences.

Distributor: Lark Distilling Co

Australian wine in the spotlight

Vinexpo Asia returned to Singapore for the first time since 2023, allowing Australian wineries to connect with the younger markets of Southeast Asia amidst global trade challenges,

From 27 to 29 May, exhibitors and international visitors gathered at Singapore’s Marina Bay Sands for Vinexpo Asia 2025. As the leading wine and spirit trade event in the Asia Pacific region, Vinexpo welcomed around 11,000 trade visitors from 70 countries along with approximately 1000 wine and spirit producers from 30 countries.

Over the three days, attendees explored a diverse global offer on the showroom floor while deepening their understanding of the southeast Asian market through more than 30 masterclasses, panels and tastings.

The expo got underway on the morning of Tuesday 28 May following a traditional lion dance and address from Vinexposium CEO Rodolphe Lameyse who noted the fast-paced evolution of the industry and its challenges, emphasising the value of shows like Vinexpo in facilitating growth in Asia.

“In Singapore, we stand out as the most exciting growth engine of the wine and spirit sectors. The young, fast-moving and fullof-promise businesses have demonstrated that we can adapt and grow quickly,” he said.

“That’s why Vinexposium and our Vinexpo events, we matter. It is not just where the market meets, it’s where the strategies are shaped.”

Interest in Australian wine remains high

Paul Turale, Marketing General Manager for Wine Australia, sat down with National Liquor News to discuss the show’s role in driving the success of Australian wines in emerging Southeast Asian markets and the impact of global uncertainties on producers.

Australian wine was broadly represented at this year’s expo with more than 60 wineries under the Australia pavilion, showcasing over 400 wines from 30 of the country’s 65 wine regions.

Turale’s overall assessment of Vinexpo 2025 was that with fewer crowds than anticipated, the focus for Australian producers was “quality over quantity” and delivering the key message of national diversity to potential buyers.

“Whether it’s because of economics or broader global trends –health, moderation, or wellness trends – alcohol generally is finding it more difficult to maintain growth.

“Where we have been strong historically is our diverse offering but also being a very engaging and accessible country – whether that be through style, through price point, or the suitability of products for a whole range of occasions,” said Turale.

Despite these challenges, Export and Marketing Consultant for Wines of Western Australia, Liz Mencel said she was pleased with the reception to Australian products and the level of consideration and engagement from buyers.

“There have been fewer people walking around, but the people that have come to the stand have stood and engaged for a long time. I think most people would agree, if you’ve set up a few good meetings and you’re prepared, then there is plenty of value in the business being done here.”

Handpicked Wines Chief Winemaker, Peter Dillion agreed also noting a sustained interest from buyers in the premium products that come from Australia.

“There’s been plenty of conversation about that premium side, which I think is exciting for us to see. There’s interest at the entry levels as always, but increasingly conversations about that higher end, which is fantastic.”

Winemaker and Chair of the Yarra Valley Wine Growers Association, Meg Brodtmann MW told National Liquor News that this relates to discretionary spending because of economic uncertainty.

“Australian wines aren’t cheap, generally, but I think people are spending a little bit more and drinking a little bit less, which suits us well.”

Global uncertainty impacts on wine producers

Despite the political challenges in recent years, Turale believes at this year’s expo, Chinese trade and consumers have continued to show their love for Australian wine.

The Wine Australia Export Report data released in March showed that in the 12 months since the tariffs were lifted in 2024, Australia exported 96 million litres of wine valued at $1.03bn to the Chinese market.

Asia Export Manager at Chateau Tanunda, Crystal Xie, told National Liquor News that despite the repaired relationship between the two markets, Chinese buyers are still feeling the effects of global trade tensions.

“The competition here is fierce. People are getting more cautious, because of the threat of USA tariffs and the trade war with China. For us it’s a challenge as European countries are adjusting their strategies to Asia,” she said.

“Chinese customers, like everyone, are really being careful about their spending. This year, people know the brands they want, they have a destination in mind and certain products.”

Turale agreed, adding this has emphasised the importance of market diversification into the emerging markets in the Asia pacific region. Exhibitors mentioned the growing opportunities for success in Thailand, Vietnam, Malaysia and Singapore.

“There’s a lot of uncertainty, whether it be from China or other parts of the world. It’s not just wine – it’s across all trade, and it’s impacting sentiment. I think we’re in a good place, but you never take anything for granted. We want to have Australian wine available to everyone, everywhere.”

“There is a view among the exhibitors that the wines we’re making out of Australia are probably the best we’ve ever made.”

To connect with these new markets, Brodtmann said education is essential.

“Many people don’t necessarily know how and when to drink wine because it’s not an established part of Southeast Asian culture. So, we have to help create that culture, show them how to use it. It doesn’t have to be intimidating. We don’t have to analyse the wine; we just need to enjoy it.”

Future prospects for Australian wine

Overall, Vinexpo 2025 was an excellent opportunity for Australian wineries to connect with emerging markets in southeast Asia, and share strategies for the sustained growth of international trade.

Above all concerns, Turale told National Liquor News that over the course of the expo, optimism for the future could be felt throughout the Wine Australia pavilion.

“There is a view among the exhibitors that the wines we’re making out of Australia are probably the best we’ve ever made. I think the styles continue to evolve to reflect market demand. And I think on that basis, the future is bright.”

Margaret Harris, General Manager International for Taylors Wines and Wakefield Wine, agreed with the positive sentiment coming from producers, which she says is the result of a clear vision and plan for the future in new markets.

“I think it’s just about making sure we’re tapping into the consumer mindset, putting the Asian consumer at the centre of our innovation. Not just making things that Australians would want but adapting our brand and our new product development for the Asian palate as well.”

Retail Drinks releases latest research report on retail liquor crime, safety and security

The

Retail Liquor Industry Safety & Security Report highlights concerning risks for liquor store workers and customers.

As part of our ongoing commitment to the responsible promotion, sale and supply of alcohol beverage products, and to making retail liquor stores safe, secure and respectful environments, Retail Drinks recently released its latest research report titled Retail Liquor Safety & Security

The aim of the research was to shed new light on security issues specific to liquor retailing, including the location, nature and frequency of incidents throughout Australia. Developed in partnership with Axon and Circana, the research considered survey feedback and insights from more than 1,000 retail liquor stores across all parts of the country, from store owners, staff and importantly, their customers.

The report’s key findings reveal that:

• 11 per cent of all customers had witnessed an incident.

• Almost 50 per cent of staff experience security incidents weekly or more.

• 40 per cent of customers have changed their shopping behaviour due to safety concerns.

• Only 47 per cent of security incidents are reported to police, with many citing low confidences in response outcomes.

• Most stores operate without the necessary security measures in place, largely due to prohibitive costs.

The research was completed against a backdrop of daily security incidents occurring across the country, with Victorian and Queensland liquor stores being the worst affected. Liquor is unfortunately one of the most stolen items across all of retail due to its portability, high value and ease of consumption.

Alarmingly, when asked about safety and security in their current store environment, 45 per cent of retail liquor store owners and staff said that they did not feel safe. Of these respondents, 11 per cent said that they felt unsafe, four per cent felt very unsafe and 30 per cent said they felt neither safe nor unsafe.

Critically, the research also examined responses from retail liquor store owners, staff and their customers when faced with a security incident. Interestingly, store owners and staff were more likely to confront the perpetrators, which more often escalated the incident. Moreover, a significant number of incidents were not being reported to police. This unfortunately means that official government statistics on crime in retail liquor stores are not a true indication of the actual problem, which is widespread, national, and getting worse.

When customers were asked about their responses to incidents, 40 per cent said they changed their behaviour, including shopping on different days or at a different

time of day, spending less time in the store, shifting to shopping online, or even not returning to that store at all.

The findings demonstrate a strong commercial need for store owners to prioritise security concerns as there is a strong likelihood that customers won’t come back.

Armed with this new data and insights, Retail Drinks is calling for three key steps at a state and territory government level to help address escalating liquor store crime.

Strengthen legal deterrents including mandatory sentences for repeat retail crime offenders.

Establish a government-funded program to help retailers install modern security measures like CCTV, duress alarms, and entry barriers.

Improve police engagement through prioritised incident reporting and faster response times.

Taken together, we believe this threepronged approach will make a real difference to the rates of retail liquor crime currently being experienced across the country. ■

DrinkWise makes its mark at Gather Round

DrinkWise returned to Adelaide in April, reminding footy fans about the importance of respectful alcohol consumption while embracing the excitement of Gather Round.

By Simon Strahan, CEO,

DrinkWise.

In April, DrinkWise returned to Adelaide for Gather Round, championing moderation and respect as nearly 270,000 fans attended nine AFL matches. DrinkWise partnered with the South Australian Government, South Australia Police, Adelaide Metro, Adelaide Oval and support services like 1800RESPECT, Men’s Referral Service and 13YARN.

South Australia Police Acting Assistant Commissioner John De Candia and AFL Brownlow medallist Gavin Wanganeen lent their voices to the ‘Always respect, always DrinkWise’ campaign, reminding local and visiting footy fans about moderating alcohol consumption and showing respect towards others.

Gavin Wanganeen, reflecting on the significance of the campaign, encouraged fans to embrace the excitement of Gather Round while keeping moderation in mind.

“We all love getting swept up in the excitement of a big game, especially during Gather Round. No one wants to miss a lastminute goal or a high-flying spectacle, so

if you’re choosing to have a drink, do it in moderation to ensure you and everyone around you can enjoy every moment,” he stated.

DrinkWise research shows that 89 per cent of footy fans drink responsibly at sporting events and 94 per cent believe excessive drinking can ruin the sporting experience for others. While these figures are encouraging, reminders remain essential for those who haven’t embraced the message. Fans at Gather Round encountered ‘Always respect, always DrinkWise’ reminders at every turn –stadium screens, outdoor billboards, posters in pubs and bottle shops, mobile messaging trucks, the baggage carousel at Adelaide Airport, in the Footy Record and on the free Footy Express train network. Mainstream media coverage across television, digital, print and radio, along with endorsements from AFL stars Patrick Dangerfield, Gavin Wanganeen, Ollie Wines and Reilly O’Brien, also helped ensure Gather Round was safe and memorable for everyone.

DrinkWise also teamed up with Adelaide Oval to include moderation and respect reminders at the iconic sporting venue. This partnership will see permanent reminder messages of moderation, respect and support at every event at the Oval – from AFL and cricket matches to concerts and more. Fans will continue to see these reminders on digital menu screens, digital beer taps and even on stickers at 120 public bar registers. This proactive approach ensures fans choosing to drink are supported to make responsible choices in real time.

Supported by AFL and NRL heavyweights and archrivals, state police forces, governments and support services, the ‘Always respect, always DrinkWise’ campaign continues to drive a cultural shift towards responsible consumption, for those choosing to drink. As the campaign moves into the NRL State of Origin series, governments, police, players, retailers, hotels and support services will again be supporting the message. ■

New Zealand Winegrowers’ commitment to sustainability

“Despite current turbulent global trade winds, the reputation of the New Zealand wine industry for highquality, distinctive, and sustainable wines remains a constant, and the industry is focused on protecting its hard-won reputation for generations to come.”

Catherine Wansink Australia Market Consultant New Zealand Winegrowers

The New Zealand wine industry remains committed to a sustainable future, a vision that industry leaders have been championing for more than 30 years. Despite current turbulent global trade winds, the reputation of the New Zealand wine industry for highquality, distinctive, and sustainable wines remains a constant, and the industry is focused on protecting its hard-won reputation for generations to come.

Recently released, the 2025 New Zealand Winegrowers Sustainability Report takes the pulse of the industry’s progress with sustainability. The report provides a compelling snapshot, highlighting empirical data collected from its members that are certified by Sustainable Winegrowing New Zealand (SWNZ) – encapsulating 98 per cent of vineyard area, and around 90 per cent of wine produced.

The measures are set against the industry’s sustainability goals: climate change, water, people, soil, waste, and plant protection.

“While we may be here for a short time, our impact can last longer than a lifetime. To our industry, sustainability means growing grapes and producing our world-famous wines in such a way that we can do so for generations to come,” says the report.

The report notes that climate change is the biggest long-term challenge facing the industry. The New Zealand Wine Roadmap to Net Zero 2050, released in 2024, highlights the need for change across key areas of the value chain to set the path to a net zero future.

Dr Edwin Massey, General Manager Sustainability says: “We can see from the data, that more of our members are implementing specific initiatives to minimise their carbon footprint.

“Once you start measuring your emissions, you can then make informed business decisions around future changes and investment.”

SWNZ members submit data on their greenhouse gas (GHG) emissions, and an individualised report is provided to each member, giving comparative data over time. In addition, there are also regional and national reports providing a macro benchmark for progress.

With the goal to be world leaders in water use and the protection of water quality, Massey says the report shows that “100 per cent of wineries and 92 per cent vineyards are optimising their water use through conservation and reduction”.

With 90 per cent of New Zealand wine currently exported, advancing sustainability through research is paramount to the future success of the industry. Bragato Research Institute (BRI) is a wholly-owned subsidiary of New Zealand Winegrowers and bridges the gap between science and industry, focusing on and delivering research that fills knowledge gaps specific to New Zealand’s current and future grape growing and winemaking needs.

The commitment to sustainability remains a key differentiator for New Zealand wine and is central to its premium brand proposition, and this report highlights the ongoing efforts by grape growers and winemakers in putting sustainability first. ■

Scan to read the 2025 Sustainability Report.

Wine Australia provides a domestic market update

Australia’s wine sector rebounded in 2024, with off-premise sales rising –driven by strong domestic wine performance in both value and volume.

The Australian wine sector is seeing signs of renewed energy, with off-premise wine sales climbing in both value and volume in 2024 – a welcome shift after flat or declining performance in 2023. According to Circana, the value of offpremise wine sales in Australia grew by four per cent in 2024, with volume increasing by three per cent. Notably, this growth is being driven by domestic wines, which saw a five per cent jump in value and four per cent in volume – outperforming imported wine sales, which remained flat in value with volume down two per cent.

There are nuances by category. Still wine increased by five per cent in value and contributed to 90 per cent of the market growth, with bottled red and white wines both up by four per cent. Sparkling wine sales grew by two per cent while fortified wines sales dropped by one per cent. White wine holds a 48 per cent value share of bottled still wine sales with red wine holding 45 per cent.

Sales of Shiraz rebounded, growing four per cent in 2024 after a slight decline in 2023, and increased its share of red bottled sales by a percentage point to 42 per cent. Cabernet Sauvignon sales also regained ground in 2024, up three per cent, maintaining second place among reds with an 18 per cent

“The Australian wine sector is seeing signs of renewed energy, with off-premise wine sales climbing in both value and volume in 2024 – a welcome shift after flat or declining performance in 2023.”

Peter Bailey Manager Market Insights Wine Australia

share of value. Pinot Noir sales grew for the second successive year, up by four per cent.

For bottled white wine, Pinot Grigio was the standout varietal surging 17 per cent in value, now with a 10 per cent value share of bottled still white wine sales, well below Sauvignon Blanc with 42 per cent and Chardonnay with 20 per cent. Sauvignon Blanc sales grew by two per cent and Chardonnay by 0.4 per cent. Off a smaller base (four per cent value share of bottled white wine sales), Riesling was also a strong performer in 2024, with sales value up 15 per cent.

Within the sparkling wine category, Prosecco and rosé performed strongly. Prosecco sales grew by 10 per cent in 2024 after jumping 17 per cent in 2023, increasing its share of sparkling wine sales from 16 per cent in 2022 to 20 per cent in 2024. Sparkling rosé has been on a similar trajectory, with sales up seven per cent in 2024, and its value share growing from 20 per cent in 2022 to 23 per cent in 2024.

These figures tell a positive story for Australian wine ahead of a new marketing campaign that Wine Australia is rolling out in August this year across the country. The campaign is designed to help the sector capitalise on this momentum, positioning Australian wine as the ideal choice for a broader range of alcoholconsumption occasions. ■

Things to watch out for in shopping centre leases

Shopping centre leases offer growth opportunities, but they also carry risks. Thorough due diligence, legal advice, and careful negotiation can help prevent costly financial and operational issues, writes Marinna Idas, Principal, eLease Lawyers.

Shopping centre leases can be highly advantageous for businesses looking to tap into high foot traffic and established consumer bases. However, these leases often come with complex terms and conditions that can create unexpected financial or operational burdens for tenants. Understanding potential pitfalls is critical to avoiding costly mistakes.

1.

Hidden costs and outgoings

Shopping centre tenants are typically required to contribute to the centre’s operational costs, known as ‘outgoings’. These include expenses for rates, taxes, insurance, maintenance, marketing, and more. Your lawyer should negotiate limits on certain outgoings, such as marketing levies or land tax, to avoid escalating costs over time.

Landlords must provide tenants with a disclosure statement outlining the applicable outgoings. However, it is crucial to scrutinise these figures for accuracy and reasonableness.

2. Make-good obligations

At the end of the lease, tenants are often required to ‘make-good’ the premises. This means returning the property as stipulated in the lease, which can include:

• Repainting walls

• Removing fit-outs, furniture, or signage

• Making alterations to restore the premises, even if wear and tear occurred through ordinary business operations.

Ensure any make-good clause is clearly defined and negotiate reasonable limits on what is required to limit costs.

3. Rent and rent review

Rent structures and escalation clauses are common pitfalls for shopping centre leases. Key aspects to review include:

• Rent review methods: These could be based on fixed annual increases, the Consumer Price Index, or market rent reviews. Market reviews, in particular, can lead to unpredictable increases if the market value of the centre rises sharply.

• Turnover rent clauses: Some landlords charge additional rent based on a percentage of the tenant’s gross sales. Carefully assess whether online sales are included, as this could inflate rent unfairly.

4. Relocation clauses

Many shopping centre leases contain relocation clauses, permitting the landlord to move the tenant to an alternative location within the centre. This could be required due to redevelopment, renovations, or a reshuffle of tenant placements. Risks of relocation clauses include:

• Loss of revenue during downtime caused by relocating.

• Poor visibility or reduced foot traffic in the new location.

While the legislation requires landlords to reimburse reasonable relocation costs, it does not cover lost profits or additional operational disruptions. Tenants should

negotiate relocation clauses to limit their scope and impact.

5. Exclusivity issues

Shopping centres aim to attract a diverse range of retailers, but some leases may not exclude other similar businesses from operating nearby, which may negatively impact your business.

6. Trading hours

These leases typically specify core trading hours that tenants must abide by. While these hours provide uniformity within the centre, they could pose challenges if these hours do not suit your business.

7. Fit-out and design guidelines

Shopping centres often impose strict requirements for fit-outs to ensure aesthetic uniformity and high-quality presentation, which may increase tenant fit-out costs. Additionally, costs associated with obtaining approval from the landlord are generally required.

To conclude, while shopping centre leases offer significant opportunities to scale your retail operations, they are fraught with potential risks if not managed carefully. To minimise pitfalls, tenants should engage in thorough due diligence, scrutinise all terms of the lease agreement, and seek legal advice to negotiate favourable terms. This preparatory work can safeguard your business from unexpected costs and operational difficulties, ensuring a smoother leasing experience. ■

Four Wall Syndrome

Peter Hall explores how retail familiarity can blind managers to customer experience inside their own stores.

I’ve discussed the Four Wall Syndrome phenomenon many times with clients, and it always becomes an item for conversation in my training workshops. It comes about any time a retail manager is considering how a customer sees their store.

The immediate response is always; “Well I will know, I spend enough time in-store.” But unfortunately, the opposite is true. It’s the hours spent in-store that stop us from seeing our business as customers do and thereby reduces our effectiveness as a retail manager – hence the ‘Four Wall Syndrome’.

The same applies when visiting another liquor retail business; we don’t see it as a customer does as we’re usually too busy looking at prices, stock weight, specials, promos, displays, staffing levels etc. In fact, when you’re in business yourself, doing any kind of shopping tends to have us looking at inefficiencies, wait times etc.

The first way to illustrate this is to consider a typical liquor customer. They will most likely buy something. This is a real positive for liquor retail as those of you who have been involved in non-liquor retail businesses other than food will know that there are always plenty of browsers. So, if we can accept the fact that most people will buy, that means that they have a purchase (roughly) in mind.

Unfortunately, the accompanying negative is that their mind is closed to other purchases at this stage. So, all your signage, promos, bulk displays in key, ‘high profile’ areas near the entrance often don’t get seen. The truth is that most impulse purchasing is done in the second half of the buying trip, which means

the blinkers don’t fall off until that primary purchase has been made. So, your secondary displays (chips on clips on the beer fridge door, premium six-pack beer display on the red wine gondola end, his/hers bundle display) come into play as a customer turns around from the fridge or other decision spot and is on the way back to the counter usually looking at the backs of all your displays aimed at the front door.

Another aspect of the ‘Four Wall Syndrome’ is that we tend to think everyone knows our stock as well as we do. Perhaps some assistance to find key stock items (certainly for customers) is in order and one way this can be done is simply by numbering all your fridge doors. So, rather than a response of “It’s in the fridge down the back”, a customer is more likely to get “Cider, no problem, fridge 17”.

The Four Wall Syndrome allows assumptions to head our decision-making, which leads to poor retailing techniques in areas such as merchandising, signage, stock placement and staff selling skills.

Where do customers look when they enter your establishment? You could hire some eye-tracking glasses and, as large retail businesses do test with a few people or, as a less expensive alternative, you could place a series of numbered cardboard circles around your store (say, 10-12 in total with a bit of Blu Tack on the back) and take a series of people through, getting each to call out a number when they spot it. You might find the results interesting. Who would you get to undertake the walk-through?

Food for thought. ■

“It’s the

hours spent

in-store that

stop us from seeing our business as customers do.”

Peter Hall Industry Consultant

Maximising ROI in liquor retail: Smart in-store strategies for a shifting market

Amid economic challenges, liquor retailers must optimise ROI through efficient operations, shopper insights, and value-driven strategies to stay competitive.

With inflationary pressure still influencing consumer behaviour and discretionary spending in Australia, liquor retailers and manufacturers must find smarter, leaner ways to drive value in-store. As premiumisation slows and cost-conscious shoppers seek value without compromising on experience, maximising return on investment (ROI) across category management, vendor replenishment, and in-store activities is critical.

To unlock greater efficiency and performance in today’s evolving retail liquor landscape, I recommend strategically focusing on these five areas:

1. Leverage data-driven category management

Effective category management begins with understanding how shopper needs are evolving. Australian consumers are increasingly driven by convenience, discovery, and occasion-based buying. Use loyalty data, EPOS, and third-party insights to understand what motivates your customer base – be it mid-week wine shoppers, weekend craft beer browsers, or premium spirits buyers. Use this intelligence to curate assortments that reflect real-time trends, not just past performance.

Optimising shelf space for highperforming SKUs, rationalising slow movers, and localising ranges can directly impact ROI by improving conversion and reducing inventory holding costs.

2. Improve vendor replenishment systems

Inconsistent on-shelf availability remains a key friction point for liquor shoppers. Retailers and suppliers should work more collaboratively to streamline vendor replenishment, ensuring the right stock is in the right store at the right time.

Use predictive analytics to align replenishment with peak periods (e.g. weekends and holidays), adjust for localised demand, and reduce out-of-stocks. Where possible, integrate vendor-managed inventory (VMI) models that automate replenishment based on real-time sales, reducing reliance on manual orders and improving shelf efficiency.

3. Optimise field execution and merchandising

Executional excellence is often where ROI is won or lost. In a competitive liquor aisle, strong merchandising – clear pricing, impactful POS, clean execution – drives conversion and brand visibility.

Maximise the efficiency of your field teams by leveraging retail execution tools with live dashboards, image recognition, and compliance tracking. Prioritise hightraffic outlets and seasonal campaigns for maximum impact, and ensure planograms are followed consistently.

Where possible, align merchandising visits with stock-checks, promotional compliance audits, and staff training – reducing duplication and increasing field ROI.

4. Invest in localised insights

While macro trends are important, localised insights drive sharper execution. For example, suburban stores may see higher RTD sales among younger consumers, while urban outlets may cater more to premium spirits buyers. Granular insights allow retailers and manufacturers to tailor promotions, pricing strategies, and in-store activations accordingly –maximising relevance and ROI.

5. Adapt to economic realities and new shopper behaviours

With more shoppers planning purchases, seeking value bundles, and exploring private label or mid-tier brands, messaging and merchandising must adapt. Showcase value propositions clearly – through bundle offers, ‘buy more, save more’ signage, or cross-merchandising by occasion (e.g. ‘Friday knock-offs’ packs).

Retailers and manufacturers that respond nimbly to these economic and behavioural shifts – while maintaining operational discipline and data-led decision-making – will protect margins and maximise in-store performance.

In an industry as competitive and trend-sensitive as liquor, those who blend insights, innovation, operational excellence, and shopper empathy will win share and boost ROI. ■

Exposing talent in the liquor industry

Recognising the talent in the retail sector, the Joe Berry Award invites emerging retail professionals to showcase their talents and insights on some of the industry’s most pressing topics, writes Keith Quigg, Activate Group CEO.

One of the constant pressures in retail comes from the ability (or inability) of businesses to find not only capable staff members, but talented people who will become their future leaders. The understanding of the roles and opportunities in retail is poorly promoted, largely unattended and often missing from many strategy plans.

Liquor, like any industry sector, has a significant need to find and develop new talent. The rigors of this sector require a different talent set to other sectors and like many industries, the exposure for those talent sets is limited. Staffing numbers in liquor stores are often small with a strong focus on merchandising and customer attention, with leaders often unaware of the talent that faces them.

In larger stores with higher staffing numbers, the focus is on mass merchandising and front-end connection with the customer. The attention to the individual is equally limited but the opportunity is perhaps wider as concentrated roles are in play. None of these focuses, however, have talent-exposure criteria.

Joe Berry Award connects retailers with talent

Within the program plans for the annual Joe Berry Award is the connection with companies who have faced the talent finding issue. Most of these companies, from the FMCG, mass merchandise and supplier sectors, have realised that other elements must be injected into their employees’ development. While clever programs are constantly delivered to develop skills for the allocated roles, the levels for talent exposure remain low. Taking talent exposure head-on has brought about the need for external development, where each employee can exercise their commitment to a career without the pressure of internal company programming.

For the individual, the opportunity to write and submit an essay on a chosen topic is manna from heaven. Everyone benefits. The employees’ career can escalate quickly as their talent is recognised, the employer is provided with a focus on the individual’s talents, and the industry finds new leaders.

The Joe Berry Award is a program for the whole-of-industry, where talented

employees within liquor can compete with those of food, pharmacy, hardware and wholesale on an equal footing. The recognition of up-until-now hidden talents is the same for every individual who enters and the same for whomever employs them. The opportunity exists for the whole sector to be connected and to benefit from – not only does the individual get coverage, but the employing company equally benefits by being exposed as a progressive thinking organisation. If you would like to discuss how this talent exposure is achieved, I am happy to have that conversation with you – enquiries@ joeberryaward.com.au

The 2025 Joe Berry Award will be judged and presented on 12 June in Sydney. This year, our location is the SCG – Noble Dining Room and there is room for everyone. If you’re a leader in the liquor sector, arrange a guest ticket and see for yourself how impressive and impactful this award program can be. Network with past winners and finalists, meet with leaders from sponsoring companies and find out why, year after year, they continue to attend. ■

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.

Proximo Spirits is thrilled to have the energy and experience Aoibhin Stone brings to their team as Trade Marketing Executive Sydney.

With his impressive track record in finance and sales, Casella Family Brands welcomes Ben Folcarelli as NAM CLG beer and wine.

Evan Arnold brings a wealth of industry experience to his new role as National Account Manager EG for HenkellFreixenet Australia.

Jasmine Howells brings strong drinks industry experience in sales and hospitality, to Proximo Spirits as On-Premise ASM Gold Coast QLD.

Brown-Forman welcomes Peter Oldham who has extensive sales experience in the drinks industry as BDE Ballarat/Bendigo.

DOT Design Group has welcomed Gabby Bull and her extensive project management experience as Account Manager Melbourne.

Samuel Hawkes is looking forward to expanding his spirits knowledge as Area Sales Manager Sunshine Coast with Proximo.

De Bortoli Wines is thrilled to have the 20 years of wine sales experience Agnes Biniek brings to their team as Area Manager Brisbane.

Jack Gauci is thrilled to be a part of the Brown-Forman team, leveraging his prior drinks experience as BDE Adelaide, SA.

Ted Watkin is loving his new role, utilising his strong networks and experience as BDE OnPremise Melbourne CBD for Brown-Forman.

BrightSide completes major Suntory Oceania recruitment project

A landmark recruitment campaign has seen more than 70 Territory Managers hired for Suntory Oceania’s national launch.

BrightSide Executive Search has successfully completed a large-scale national recruitment campaign for Suntory Oceania, hiring more than 70 Territory Managers across Australia for their new licenced division.

The campaign officially launched in January 2025 after BrightSide won the highly contested tender late last year. It marks one of the most significant field team builds in the Australian drinks industry in recent years and plays a key role in Suntory Oceania’s commercial growth following the integration of Beam Suntory and Frucor Suntory under a unified regional business.

BrightSide Directors Amber King and Sue Lauritz said the project’s completion was a major milestone for the agency, which they launched more than a decade ago as the only dedicated drinks industry recruitment firm nationally.

“Winning the Suntory Territory Manager project is testament to our ongoing success in drinks, we believe there isn’t another agency that could match our consistent track record and unparalleled industry experience. Also, market knowledge and networks are key

factors when delivering volume recruitment, which is a strength of BrightSide.”

Beyond just filling roles, BrightSide was charged with helping Suntory build a diverse, inclusive, and flexible commercial sales team reflective of the communities it serves. Increasing gender balance and offering flexible work arrangements were central objectives throughout the recruitment process.

“We’ve successfully delivered other volume projects; however, this one was particularly pivotal given what Suntory is striving to achieve,” King and Lauritz said.

The 70+ newly appointed Territory Managers will be active across metro and regional markets. Their arrival has already generated positive momentum in the industry, creating opportunities for candidates and prompting other employers to rethink their talent strategies.

“The Suntory partnership has been generating a lot of noise in the market in a positive way,” said King and Lauritz. “This level of movement will open up opportunities for people to reevaluate their careers and

businesses to reassess their field strategies.”

While BrightSide is known for its niche focus on the drinks and hospitality sectors, this project has reinforced the agency’s capability in executing large-scale, highimpact recruitment campaigns with tight timelines and clear commercial goals.

The company, now in its second decade, continues to work with leading brands and partner with businesses of all sizes across Australia and New Zealand, offering both strategic search and volume recruitment solutions.

“We are extremely proud of what our team has achieved. Their commitment, dedication and resilience were key to delivering an exceptional group of talented Territory Managers for Suntory. While we have worked on volume projects previously, this one was of a larger scale with critical time pressures, and it was great to see everyone rally together to make it happen. We’re certainly well poised for any future volume projects although we doubt that we’ll see another project of this size for some time to come,” said King and Lauritz. ■

How well do you know me? Transforming liquor retail with personalisation

Andrew Gerrard, Senior Consultant at Circana, explores how personalised shopping experiences engage customers, drive sales and encourage repeat custom.

In the bustling world of liquor retail, staying ahead of the curve is not just a goal – it’s a necessity. As the market becomes increasingly competitive, retailers are turning to data and analytics to power personalisation to engage customers on a deeper level, increase repeat purchases, and ultimately boost overall customer lifetime value.

What is the driving force behind personalisation?

Data is the backbone of any personalisation strategy, by implementing robust data systems, liquor retailers can collect, analyse, and utilise customer information to make strategic decisions. These systems enable retailers to segment their customer base, identify trends, and optimise inventory management. Picture this: an independent liquor store using data analytics to pinpoint peak purchasing times and popular products. By grasping these patterns, the store ensures high-demand items are always in stock and plans targeted marketing campaigns during peak times, leading to increased sales and enhanced customer satisfaction.

Crafting unique shopping experiences

Personalisation goes beyond merely offering products; it’s about creating a unique shopping experience for each customer.

“Data, analytics and the power of a personalised 1:1 relationship can help retailers better engage their customers, increase repeat purchases, and boost overall customer lifetime value.”

By using real-time data and advanced algorithms, liquor retailers can understand each customer’s preferences and behaviours to offer tailored product recommendations, promotions, and content. Consider a customer who is passionate about craft beers. by analysing their purchasing history, a retailer can send personalised recommendations for new craft beer arrivals, exclusive discounts, and even curated content about craft beer trends. This not only enhances the shopping experience but also encourages repeat purchases.

The future of shopping

Voice commerce is revolutionising the retail landscape by allowing customers to make purchases using voice commands through devices like smart speakers. This technology offers a convenient and hands-free shopping experience, making it easier for customers

to engage with retailers. Imagine a customer hosting a party and realising they need more wine. With a simple voice command, they can place an order and have it delivered within hours. This seamless experience boosts customer satisfaction and promotes repeat purchases.

By embracing personalisation strategies, retailers can transform their businesses and create unparalleled shopping experiences. Data, analytics and the power of a personalised 1:1 relationship can help retailers better engage their customers, increase repeat purchases, and boost overall customer lifetime value. The future of liquor retail is here, and it’s personalised, datadriven, and innovative.

It’s time to get personal, in real time

Personalisation can help enhance brand experiences, and measure and accelerate demand in a competitive landscape. The winners are those who underpin it with expert data and analytics. Circana’s solutions harness the power of Liquid AI and predictive analytics to ensure more engaging, relevant, and satisfying shopping experiences for clients’ customers, ultimately driving growth and loyalty.

So, raise a glass to the new era of liquor retail – where data meets delight, and every customer feels like a VIP. ■

United by strength

In an increasingly complex and competitive retail landscape, leading banner groups are reinforcing the strength and value of being part of a national network.

While economic pressures and shifting shopper behaviour continue to challenge the liquor sector, banner groups are investing strategically to future-proof their members’ businesses. Whether through digital innovation, targeted marketing, new infrastructure, or omnichannel growth, the focus remains firmly on sustainable, long-term performance.

The independent retail liquor sector remains a vital part of the Australian market, but success is rarely achieved alone. Banner groups are not only supporting profitability with strong marginfocused programs – they’re also enabling scale, agility, and smarter execution through shared tools and insights.

From bold branding and data-led promotions to retail media, loyalty, and operational backing, these groups are helping independents remain competitive while preserving their unique identity and community connection.

National Liquor News spoke with some of Australia’s leading banner groups – Independent Liquor Group (ILG, Thirsty Camel Victoria, Paramount Retail, Liquor Legends, Independent Brands Australia (IBA), and Liquor Marketing Group – to learn how they’re shaping the future of independent liquor retail. ■

Empowering independent liquor retailers

Leading banner groups share how they support independents with tools, scale, strategy and shared strength.

“For any independent retailer or supplier, coming on board now means becoming part of a brand that’s not only well-established but also at the height of its legacy. There’s real pride in joining something that has stood the test of time, especially as we celebrate our history and look ahead to the future.

“But it’s not just about the past – we’re investing heavily in the future too. From new infrastructure like our Queensland warehouse to expanded digital tools and member initiatives, the momentum right now is strong. It’s a chance to be part of a community that’s evolving, growing, and deeply committed to supporting its members.”

Paul Esposito, CEO, Independent Liquor Group

“IBA enables its members to have national scale while ensuring they are part of the tapestry of their community. We are the end-to-end partner for retailers, from setting up their first store or building their third of fourth. We work hand in hand to ensure the right shopper strategy while also delivering for the retailer and their goals. Every retailer in IBA is a partner of IBA.”

John Barakat, Executive General Manager, Retail, Independent Brands Australia

“What sets Paramount Retail apart is our ability to blend scale with personalisation. Our dual-brand model – Bottle Stop for value and convenience, and Barrel & Batch for premium discovery – means we can serve multiple customer segments with intention and excellence.

“Finally, our omnichannel investments and upcoming retail media platform offer suppliers new ways to activate their brands. We’re not just opening stores; we’re building a connected retail ecosystem that’s customer-first, techforward, and future ready.”

Leigh Rowe, CEO, Paramount Retail

“While I’m respectful things can be interrupted, there are capabilities of Liquor Legends that cannot be replicated in the independent trade, which supports the business of our retail members greatly, and then similar capabilities that offer great, effective, measurable partnerships with our trading partners.”

Vaughan Peters, National Trade & Marketing Manager, Liquor Legends

“The strength of Thirsty Camel lies in our independence and the sense of community we’ve built among our members. It’s a banner run by retailers, for retailers – and that drives everything we do. Our programs are built with store practicality and profitability in mind. Promotions are data-led, easy to execute, and designed to deliver strong margin.

“What truly sets us apart is our irreverent, bold approach to retail. We’re unapologetically different in how we market ourselves, yet highly disciplined in how we deliver results. We back our members with national-scale campaigns, flexible support, and a brand that resonates with today’s shopper.”

Adrian Moelands, General Manager, Thirsty Camel Victoria

“The benefit of being part of LMG is that our sole focus always remains on delivering long term profitable performance for our members. LMG focuses on driving more shoppers to our members stores at maintainable margins to deliver top-line and bottom-line growth. While other retailers’ focus will vary with various shareholders, stakeholders, programs which support other divisions or retail sectors, schemes, etc, LMG maintains the focus and investment on supporting our members deliver more liquor shoppers to their stores.

“It is an exciting time to be an LMG member with leading marketing, pricing, ecommerce, insight and retail support complimented by loyalty, and the power which the addition of this tool unlocks to recruit, retain and drive basket size from more shoppers.”

Gavin

Saunders, CEO, Liquor Marketing Group

Q: There have been some changes within Metcash Liquor, can you share more?

Metcash Liquor has a wholesale arm, Australian Liquor Marketers (ALM), which we believe is the engine room for much of the independent market and we have the retail pillar IBA, which drives value for our retailers and shoppers. ALM ensures that our independent customers are competitive with wholesale and logistics, while IBA is our banner network for shopper and retail competitiveness. Recently, we made the reporting lines for both ALM and IBA clearer to set up both pillars for success and demonstrate end-to-end focus.

Q: With a focus on IBA, what does this change mean for you and your team?

One of our key guiding principles is ensuring we are simpler to do business with. The IBA team is now end-to-end, from value creation to value delivery. We believe we will be able to accelerate IBA banners and their growth by increasing speed to market for retailers, retail development and clearer relationships for suppliers. Adrian Ricci in his newly created role as General Manager IBA, will continue to partner with our committees

Value proposition wins shoppers for IBA

John Barakat, recently appointed to the new role of Executive General Manager, Retail, dives into the retail division of Metcash Liquor and why Independent Brands Australia (IBA) is set up for acceleration.

“The IBA team is now end-to-end, from value creation to value delivery. We believe we will be able to accelerate IBA banners and their growth.”

and retailers to execute the best store, right range and experience.

Q: Does this new focus impact any part of your existing retail strategy?

We believe this new focus will only help us deliver the strategy more efficiently and effectively. We are committed to driving brand equity and growth in the market with shoppers through shopper loyalty, technology and data, and the right promotional levers for conversion and trust.

Q: With shopper loyalty a key part of the strategy, how are the loyalty programs and shopper value being driven this year?

We have loyalty programs for Cellarbrations,

The Bottle-O and Porters Liquor and we have more than 400 stores on board, making it the biggest loyalty program across independents when it comes to number of stores. Our loyalty member shoppers are rewarded with member prices in-store and points. A key focus of the coming year will be increasing the number of shoppers on the program and giving them more ways to interact.

We also have our shopper value platform, not only have we rewarded shoppers with hundreds of thousands of dollars in gift cards as we all face cost-of-living pressures, but we’ve also had countless stories of impact, including one winner who told us: “We never thought we’d be having a family holiday anytime soon”.

Q: What are the biggest challenges for liquor retailers right now?

We believe shoppers remain value-led and are making more conscious choices when it comes to wellbeing. For IBA it is ensuring we have the right range and offering for all our shoppers. Whether that be the right pack format driving value, ABV for moderation or those high tempo moments – it is ensuring we give shoppers choice with a local range. ■

SHOPPER PROGRAMS

Competitive promotions and brands

LOYALTY PROGRAM

400+ stores onboard and growing

E-COMMERCE

Browse, shop online and click & collect

ALM CONNECT

Giving customers access to a suppliers full portfolio

• Over 10,000 products live nationally

• 525+ suppliers with active products

Focused loyalty strategy gives LMG competitive advantage

Q: How has 2025 been for LMG so far? 2025 has continued to deliver strong results for LMG. We’ve maintained growth ahead of the market, gaining share by staying focused on what matters most – meeting the shopper needs and delivering real value for our members.

Market conditions remain challenging for consumer spending, however challenging times provide the opportunity for greater reward for retailers who engage their customers with offers, outstanding retail standards and value.

Q: How is the rollout of your loyalty program, More Rewards, progressing?

South Australia was the first state launched in November 2024, where More Rewards supported the best Easter key selling period for the state on record. We will complete the national roll out this month upon the launch in New South Wales.

Our loyalty programs are designed to give our members a competitive advantage – enabling LMG to better target, reward, and build lasting relationships with our shoppers.

LMG’s loyalty strategy is focused on driving shopper growth by engaging the shopper with offers which are relevant to them, enabled by LMG-owned business, Zen Global, which

In 2025, Liquor Marketing Group (LMG) CEO Gavin Saunders says the group is harnessing personalisation and insights to drive shopper growth.

consolidates shopper insights, trends, and transactions and enables us to generate deeper connection and insights to support and advance our members’ businesses.

With thousands of new loyalty members joining the platform each week, this marks the beginning of an exciting new era for LMG as we harness the power of digital and personalisation at scale to deliver measurable value and sustainable growth for our members.

“This marks the beginning of an exciting new era for LMG as we harness the power of digital and personalisation at scale.”

Q: What’s the key focus for LMG for the remainder of the year?

We recently launched our Members Portal, which provides members with instant access to valuable insights, benchmarking and communication tools to support more successful, informed business decisions for their business.

We continue to invest in our digital

capabilities to deliver more shoppers both instore and through e-commerce. We have seen significant increases in both online sales and shoppers browsing online for value and range before visiting stores to purchase as consumer spending has become more challenged.

Q: How is LMG supporting its members to adapt to the evolving liquor retail landscape?

LMG represents a truly complete retail offer. With national scale, a market-leading e-commerce platform, a fully integrated digital store solution, best-in-class shopper activations, electronic shelf label solution, retail systems and insights along with a dedicated retail support team, we’re uniquely positioned to help our members succeed.

At the heart of our future capability is LMG, powered by Zen Loyalty, a significant competitive advantage that enables us to make smarter business decisions, collaborate more meaningfully with suppliers, and engage shoppers in more personalised and effective ways.

By combining great retailers with leading marketing, store investment, technology, insights, and support, we’re collectively delivering a stronger, more competitive retail group, which will continue to grow and deliver more for each member. ■

ILG looks to the future

It’s a milestone year for Independent Liquor Group (ILG), says CEO Paul Esposito, with the 50th anniversary driving a focus on future-proofing the cooperative.

Q: How has 2025 been for ILG so far?

The 50th anniversary is a huge milestone for us, but it’s just one part of what’s been a very exciting and forward-looking year for ILG.

One of the biggest developments is the rollout of our new member ordering portal. It’s been a major project – from ordering to accessing business insights, everything is now more streamlined, more transparent, and more user-friendly.

Alongside that, we’ve almost finished revamping all our banner websites. It’s a complete refresh – not just a new look, but enhanced functionality that supports stronger online visibility and a better customer experience, which is so important in today’s market. We’ve also seen ongoing engagement with the supplementary apps, which have empowered our members to operate with more speed and confidence.

Q: Construction recently began on the Swanbank distribution centre; how will this facility boost logistics and support growth in Queensland? Our warehouse represents a significant investment in Queensland infrastructure, with long-term commitment to regional growth. We see our new warehouse playing a vital role in strengthening Queensland’s economy by creating direct and indirect

“Everything we’re doing this year… is about making sure ILG is stronger, smarter, and more connected for the next 50 years.”

benefits across the supply chain. This includes job creation, faster route to market and supplier support.

By having a strategic logistics hub in Queensland, our cooperative members in Queensland and Northern NSW will benefit from shorter lead times and better stock availability, helping them serve customers more effectively and grow their businesses.

Q: How will ILG be celebrating its 50th anniversary this year?

To mark our golden anniversary, we’ve rolled out a year-long campaign that celebrates the entire ILG community – our members, supplier partners, and the wider liquor industry. This milestone isn’t just about ILG reaching 50 years – it’s a celebration of the relationships and shared success that have defined our journey together.

We’ve increased member engagement, strengthened our presence across social

media, and partnered with leading industry media platforms to share the ILG story. As part of the celebration, we’ve teamed up with National Liquor News to run a special industry-wide competition – an interactive tribute to the liquor industry over the past five decades. It asks, ‘how well do we know the industry we’ve all grown to love?’ and features a wide range of prizes contributed by our supplier partners who’ve stood by us throughout the years.

All of this builds up to our grand family reunion in October. It’s the pinnacle of our 50th year celebrations and a moment for the entire ILG family to celebrate what we’ve achieved together.

While we’re celebrating 50 years of legacy and member loyalty, we’re very much focused on the future. Everything we’re doing this year – from digital transformation to infrastructure – is about making sure ILG is stronger, smarter, and more connected for the next 50 years! ■

Complete the ILG quiz now for your chance to win a cellar door experience in South Australia.

BUILT ON LEGACY

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

Strategic focus on loyalty drives growth for Liquor Legends

Liquor Legends has had an exceptional start to the year, and Vaughan Peters, National Trade & Marketing Manager, highlights a continued focus on loyalty and delivering value to both retailers and shoppers.

Q: How did Liquor Legends perform in the first half of 2025? What were the highlights?

Performance has been exceptionally good from a group level, we’ve managed to achieve positive (and extra positive) growth across all categories, and ahead of market. It’s quite pleasing to see these results, which can be attributed to effective planning from our category team and joint business planning, and just as importantly, the execution and support from our retail members.

Q: What do you see as the biggest opportunities for Liquor Legends in the second half of the year?

I’ll be cheeky and say, opportunities are selfcreated, and by that, I mean having a clear focus but not being ignorant to the industry ecosystem. Without giving too much away, there is a definite lean into cross-channel capabilities we are open to explore.

Q: Last year, Liquor Legends reached one million rewards members – how is the program continuing to progress, and what are your ambitions for the program in the year ahead?

Yes, a very proud milestone, way over one

million Liquor Legends Rewards Members is an incredible achievement for our entire network. Of course, rewards and loyalty play a purposeful and bias role within Liquor Legends, and it is a tough one to replicate.

We have a strategic focus on loyalty and benefits to continually recruit into the program, that not only delivers commercial value to our retail members but emotional value to our shoppers. Ambitions are very simple – recruit and retain – and the investment into our resources shows how responsive we are to loyalty.

Q: How is Liquor Legends progressing with the expansion of its omnichannel capabilities, technology-driven personalisation and e-commerce?

For the second year now, we have taken the approach of openly sharing our eight strategic objectives in a forum with our trading partners, allowing planned alignment into the next financial year and beyond. The great news is the objective focus has not changed but been refined in some areas as we adjust priorities. Technology and efficiency

“Rewards and loyalty play a purposeful and bias role within Liquor Legends, and it is a tough one to replicate.”

play an obvious part in this, for greater business solutions for our retail members and trading partners.

Q: What are you looking forward to in the next 12 months?

Twelve months moves way too quickly in this game as we all know, and to be honest I’m looking forward to some level of stability in our market across all aspects – there has been a lot of shifting sands in the last 12-18 months.

Within our four walls, I’m looking forward to sharing our plans with our retail members at our national conference in September, and assessing the progress of these plans each quarter and hopefully sharing the successes this time next year. ■

Thirsty Camel drives customer connection and brand loyalty

From creative marketing campaigns to the enhanced Hump Club loyalty program, Thirsty Camel Victoria’s General Manager Adrian Moelands highlights how the banner group is engaging its customer base.

Q: How has 2025 been for Thirsty Camel Victoria so far?

This year marks 50 years since United Innkeeper began – laying the foundations for what’s now Thirsty Camel Victoria. It’s a milestone that’s given us the chance to reflect on how far we’ve come, the challenges we’ve overcome, and the strong network of members who’ve shaped our journey.

Innovation has been key to our longevity, and we remain focused on evolving our loyalty platform, enhancing the in-store experience, and improving how we support our members.

We’ve also been working away, developing a new initiative aimed at delivering greater value and support for members on the pub side of their business – something we’re excited to share more about soon.

Q: In the 2025 Leaders Forum, you shared ambitious plans for the Hump Club loyalty program – how is this progressing?

Version three of Hump Club launches in late June and brings with it a suite of new features – including unlimited offers, personalised and anniversary rewards, digital games, and more.

Loyalty today goes beyond discounts –it’s about creating deeper, more meaningful

“Loyalty today goes beyond discounts – it’s about creating deeper, more meaningful connections with customers.”

connections with customers. This upgrade is designed to do exactly that: understand our customers better, respond at the right time, and deliver relevant, valuable offers. It’s a major step forward in how we drive value for members while reinforcing brand loyalty during a cost-conscious time.

Q: Thirsty Camel launched a bold Easter campaign this year. Could you share some insights into its success, and how you plan to build on that momentum?

Our VIC campaign delivered strong results, with value up 14 per cent and volume up 10 per cent versus Easter last year. A standout activation was our Drive Thru Beer Battered Fish & Chippies promotion, which celebrated the Aussie Good Friday tradition and reached over 2.8 million Australians through national media coverage.

These creative campaigns let us show Australia what the camel stands for –doing things differently, with personality. Veteran actor Stephen Curry continues to lend his voice to our radio, helping us blend humour and retail in a way that cuts through.

Q: Thirsty Camel has also ramped up its footy strategy – how are stores benefitting from this?

We’ve significantly expanded our gameday presence this year, with a 25 per cent increase in LED signage across stadiums nationally. This gives our brand greater visibility at key sporting moments and keeps Thirsty Camel front of mind with footy fans.

Our new national partnership with Triple M has unlocked access to highly engaged AFL and NRL audiences. It’s a powerful combination of reach and relevance, particularly during peak footy periods.

We’re also driving real results at store level through activations like ‘Billy’s Quiz’ on The Rub, where listeners compete weekly for a $250 Thirsty Camel voucher. It’s a clear example of how we’re closing the loop between brand awareness and foot traffic – converting broadcast reach into in-store sales. ■

Paramount Retail accelerates store rollouts

Leigh Rowe, CEO of Paramount Retail, spoke about rapid growth as the group transitions from banner group to an owned independent chain strategy.

Q: How has 2025 been for Paramount Retail so far? What have been the challenges and opportunities?

2025 has delivered an incredibly dynamic and rewarding five months for Paramount Retail. We’ve moved at pace, expanding our footprint with new Bottle Stop and Barrel & Batch store openings, and the momentum shows no signs of slowing down.

With rapid growth comes natural teething issues – systems integration, operational transitions, and staff onboarding are challenges we’ve managed closely. But these challenges are also our opportunities. Every new store brings learnings that make the next launch sharper.

What’s been particularly encouraging is the strong performance across the network. We’ve seen great community uptake, especially in our rebuilt and tech-forward locations like Newport, which opened in May and represents a benchmark for our retail ambitions.

Q: Just over a year since the launch of Bottle Stop, how is it performing?

Bottle Stop has exceeded expectations. We opened our first stores in late 2024 and have

“Each store we open reflects our vision for future-facing retail.”

since grown across VIC and NSW, with more stores coming soon.

Each Bottle Stop is designed around convenience – sharp prices, local relevance, and great locations. Our goal is to be the everyday bottle shop people trust, and the customer response so far has validated that strategy.

Q: Having acquired and rebranded BoozeBud and Barrel & Batch, how this is strategy progressing?

We believe the BoozeBud and Barrel & Batch websites are best-in-class for online liquor and integrating them with Bottle Stop and Barrel & Batch stores is one of our foundational differentiators. Barrel & Batch as a premium destination operates across multiple NSW locations, with stylish new stores set to open in Victoria.

On the digital side, we’re investing heavily in the omnichannel journey with Click & Collect introduced within a few

months. Bottle Stop Rewards is already live online and will roll out in-store in the second half of 2025, while Barrel & Batch will launch its own VIP rewards program.

Q: How is the new store rollout going? We’re well on track and pushing hard to meet our goal of 20 store launches this year and ultimately reach our target of 100 stores nationally by 2028.

We’ve got a strong pipeline and are actively in discussion for more acquisitions. The response from store owners looking to sell has been positive, and our ability to act quickly has made us an attractive partner. Each store we open reflects our vision for future-facing retail – whether it’s community convenience at Bottle Stop or the premium, curated experience of Barrel & Batch.

Q: What will be the key focus for Paramount Retail for the remainder of the year?

Our focus for the rest of 2025 will be threefold: accelerating store rollouts, enhancing our digital and loyalty ecosystem, and preparing for the launch of retail media capabilities. ■

Our judging panel

Andy Young, Managing Editor, The Shout and Bars & Cocktails

Andy Young joined Intermedia in 2015 as Editor of The Shout, bringing with him a wealth of newsroom experience from major television networks and respected newspapers. Now serving as Managing Editor of both The Shout and Bars and Cocktails, Andy plays a key role in shaping the conversation within Australia’s drinks industry. With a sharp journalistic eye and deep industry knowledge, he delivers daily news, insights, and analysis that inform and influence professionals across the sector. His work continues to be a trusted source for the latest in beverage and hospitality trends.

Andy Milne, Portfolio Account Manager, Sazerac AUNZ

Andy Milne has worked in the drinks industry for over 18 years, initially focusing on wine before moving to spirits. Having worked for The Whisky Exchange, running one of the largest whisky shows in Europe for five years, he moved to Sydney to take on the role of Brand Manager at Sazerac AUNZ. After working on many different brands including Buffalo Trace Distillery, Paul John Whisky, Corazon Tequila and more, he became the Portfolio Manager, Bond & Royal for Sazerac AUNZ supporting the on-trade with their prestige portfolio.

Benji Kinoial, Bar Manager, Tailor Room

Benji Kinoial is Bar Manager at Tailor Room in Sydney, bringing over 10 years of bartending experience across Australasia, including time spent travelling and working throughout Asia. Raised by a mother who is a chef, Kinoial developed a deep appreciation for flavour, balance, and the art of hospitality. She instilled in him the importance of making people feel welcome – something that has naturally carried through to his career behind the bar, where he is passionate about creating memorable guest experiences and delivering service that is both thoughtful and refined.

Brian Chase Olson, Director and Founder, Blend PR

Brian Chase Olson is the founder of Blend PR, a creative communications agency which specialises in public relations for the drinks industry. His extensive background in journalism, hospitality and creative marketing experience in the drinks sector has seen him work both in agency and in-house with some of the country’s leading drinks producers. In addition to Brian’s love of all things drinks, he is also an avid traveller, gym junkie, and is forever in servitude to his small sausage dog, Fletcher.

Elsa Schmalzbach, Head Bartender, Ramblin Rascal Tavern

Elsa Schmalzbach is a talented bartender at the award-winning Ramblin Rascal Tavern, a beloved live music dive bar in Sydney. Known for her creative and inventive cocktails, Elsa brings passion, flair, and a growing depth of expertise to the city’s vibrant hospitality scene. Whether slinging classic drinks or experimenting with bold new flavors, she’s focused on refining her craft and delivering unforgettable experiences behind the bar. As she builds her hospitality journey, Elsa continues to stand out as one to watch.

Ev Liong, Spirits Blender, Archie Rose Distilling Co.

Evelyn Liong is a Spirits Blender at Archie Rose Distilling Co., crafting award-winning vodka, gin, rum, and single malt whisky. Her experience from over a decade in Melbourne’s hospitality scene includes roles as a cocktail bartender, sommelier, and wine/whisky buyer. Demonstrating her refined palate and industry knowledge, she is a judge at spirits competitions and consultant to the whisky industry. Having paused her career for the continuous navigation and demands of parenthood to her daughters, Ev is now a vital member of Archie Rose’s sensory department, contributing extensive experience and sensory skills to their exceptional spirits.

Jim Butcher, Editor, Mr and Mrs Romance

Jim Butcher is an award-winning professional travel and lifestyle blogger, videographer, writer and copywriter. He travels, eats, drinks and works under the guise of Mr Romance at MrAndMrsRomance.com with his wife Christina, an awarded travel photographer and NY Times best-selling author. Together they’re always on the lookout for the next slice of paradise to put on their plate, and share a passion for wine, spirits and cocktails. Jim and Christina are all about finding romance in the everyday, sharing the latest on cocktails, bars, recipes, and everything else in between.

Kathleen Davies, Founder, Nip of Courage

Kathleen Davies is a leading figure in Australia’s craft spirits sector, recognised for her strategic vision and commitment to championing locally produced, artisanal spirits. Kathleen is an experienced sales and marketing professional with more than three decades of experience across the domestic and international liquor industries. She founded Nip of Courage in 2013, being the first spirits wholesaler and online retailer in Australia that is femaleowned, and the first spirits wholesaler and online retailer to ever represent 100 per cent Australian made craft spirits.

Jordan Blackman, Group Beverage Manager, Odd Culture Group

Jordan Blackman is Group Beverage Manager at Odd Culture, responsible for selecting, stocking and tailoring the group’s drinks offering. With over a decade of experience in hospitality, he has built and maintained a foundation of knowledge in wine, beer and spirits. His attention to detail polishes the experience for guests when drinking at Odd Culture venues, and beyond keeping wine and cocktail lists ahead of the curve, Blackman is also driving the new beverage concept at Odd Culture’s upcoming CBD development, set to open by the end of 2025.

Max Roberts-Bristow, Venue Manager, Eau de Vie

Like many bartenders Max Roberts-Bristow’s hospitality career began by working as a Barista. He moved into bartending at Long Beach Restaurant at Waikanae Beach in New Zealand and since then has built his career working in a variety of roles like Assistant Manager, Bar Manager and Head Bartender at different bars around Wellington. He moved to Melbourne in late 2023 and took up a bartender role with The Speakeasy Group at Boilermaker House. He is currently Venue Manager at the group’s latest Sydney venue, Eau de Vie.

Oliver Maruda, Co-founder, The Whisky List

Oliver Maruda is the Co-founder of The Whisky List, Australia’s largest online whisky retailer. Since launching in 2016, he has led TWL’s growth into whisky import, distribution, and events – evolving it from a simple search engine into a trusted platform that represents global whisky brands, hosts weekly tastings, and curates exclusive bottlings for Australian whisky lovers. His current focus is on whisky education and broadening access to the spirit, championing lesser-known regions including Australian whisky and emerging styles to engage both new drinkers and seasoned enthusiasts.

Reece Griffiths, Group Bars Manager, Solotel

Reece Griffiths is the founder of The Agave Cartel, an agave spirits educator and fanatic, with nearly 20 years’ experience behind him in some of Australia’s best cocktail bars. Reece has had a guiding hand in numerous venue openings across Sydney, and initially joined Solotel to spearhead Big Mood, an industry leading bottled cocktail project. He is currently the Group Bars Manager for Solotel, where he oversees the bar programs and drives efficiencies across a diverse portfolio of bars, helping to bring delicious high-volume cocktails to the masses.

Samuel Thompson, Bar Manager, Ramblin Rascal Tavern

Samuel Thomson is making a name for himself in the Sydney hospitality scene, working as a bartender at Ramblin Rascal. Samuel is also developing hospitality and customer skills as part of the customer service team at Sydney distillery Archie Rose, where he has been working for over a year. Samuel is a Sydney local, graduate of Freshwater Senior Campus, whisky fan and popular member of the Ramblin Rascal bartending team, and lists menu development and curation as skills as well as operational excellence and customer service.

Our judging panel

Scott Allan, Events & Advocacy, The Whisky List

With a passion for whisk(e)y, storytelling and creating memorable experiences, Scott Allan is The Whisky List’s events coordinator, bringing events around Australia to life, such as The Whisky Show, The American Whiskey Show and The Top Shelf Whisky Festival as well as consumer whisky tastings and hospitality whisky trainings. Coming up through the Sydney bar scene, Scott honed his American Whiskey knowledge at NOLA Smokehouse & Bar and recently selected several Single Barrels while in Kentucky for release through Whiskey Hunt Australia.

Stefano Filardi, Events, Maybe Group

Stefano Filardi is an experienced bartender, whose hospitality journey started at a young age when he worked at his family’s restaurant back home in Italy. This started his love for hospitality and for flavours, through restaurants and coffee, before moving into spirits, bars and cocktails. Stefano worked at the American Bar at The Savoy, before heading to China and then Australia where he is working with the Maybe Group on different events and projects.

Tishena Young, spirits and wine enthusiast

Passionate for any drop that’s a bit different and evokes a big ‘ooooohhhh’, Tishena Young has been in the liquor industry for six years working with major accounts across wine and spirits. She has held positions as National Account Manager for Coles Liquor Group and Endeavour Group at Constellation Brands New Zealand, a leading international producer and marketer of beer, wine, and spirits. Often seen deep in a spreadsheet, when she’s not strategising, you’ll catch her in the kitchen baking, making Margaritas and dancing with her doggo.

Thomas Kaye, Head of Bars, The Newport, Merivale

Thomas Kaye is the Head of Bars at The Newport, overseeing beverage operations across both The Newport and Bert’s Bar & Brasserie. He began his hospitality career in 2012 and joined Merivale in 2017, going on to lead teams at The Collaroy and other key venues within the group. Now managing a team of 60, Thomas brings together his passion for hospitality and strong leadership. With a Bachelor of Business Management and WSET certifications, he is dedicated to developing teams and creating environments where both staff and guests feel genuinely valued.

Tommy Parsons, PR Coordinator, Blend PR

Tommy Parsons spent over 10 years managing hospitality venues across Sydney, including The Glenmore Hotel in The Rocks – still one of his all-time favourites. After a decade on the floor and behind the scenes, he made the move into drinks communications and hasn’t looked back. Now, Tommy is focused on honing his craft in the world of drinks PR and storytelling, drawing on everything he learnt from hospitality to bring brands to life in a way that feels real, relevant and genuinely connected to the people who enjoy them.

American Whiskey leads the way

With its broad appeal, diverse range of products, and ongoing innovation, the American whiskey category continues to play a significant role in the Australian spirit market.

The American whiskey category presents a number of opportunities for growth in the Australian retail and hospitality space.

According to recent data from IWSR, classic and premium Bourbon plus specific Tennessee whiskeys are experiencing good growth year-on-year in the Australian market. Significantly, Australia ranks as the third-largest global Bourbon market by value, with adults consuming more Bourbon per capita than any other country.

Managing Director at Proof Drinks Australia, Drew Doty, said while the local market is well established it is also welcoming of new products and innovation.

“The Australian market is embracing a diverse range of American whiskeys, with a notable interest in flavoured variants like Ole Smoky. Educational initiatives by the Distilled Spirits Council of the United States (DISCUS) are instrumental in fostering a deeper understanding and appreciation of these products among Australian consumers.”

Driving category growth

Premiumisation in the whisk(e)y category – which has historically been spearheaded by Scotch – has been taken over by American varieties in recent years and is leading growth in the category.

According to IWSR, between 2017 and 2022 in the United States, super-premium-plus American whiskey volumes grew at a CAGR of 18 per cent compared with a CAGR of six per cent for super-premium-plus Scotch.

Although this growth is forecast to slow as volume of the product grows larger, American whiskey volumes in the same price tiers are expected to expand at a CAGR of eight per cent between 2022 and 2027, ahead of Scotch at a CAGR of three per cent.

However, in the short-term, consumers are showing signs of trading down to find their personal quality-to-price ratio as a response to the higher cost of living. However, IWSR’s expectation remains that trading up will rebound with the economy as disposable income levels increase.

As a result, Managing Director, ICONIC Beverages, Dean Terranova, notes this is already the case.

“Consumers have become much wiser in recent years and while consumption growth is slower, demand for premium whiskey has soared,” he said.

“Craft American whiskey has boomed in recent years helping brands scale in the US. This has led to more availability for markets like Australia, and we are seeing high quality brands such as Green River Whiskey, and Bardstown Bourbon Company enter new markets with amazing liquid.”

“Craft

American whiskey has boomed in recent years helping brands scale in the US. This has led to more availability for markets like Australia.”

Doty also noted that flavour innovation is being driven by the ability to turn the product into cocktails.

“Brands like Ole Smoky and Sheep Dog offer unique flavours such as salty caramel, cold brew coffee and peanut butter, which is appealing to consumers seeking novel taste experiences and simple cocktail ideas. These also tend to be price competitive.”

Simon Hopkins, owner of Sydney’s American whiskey bar Jolene’s, said that every whiskey serves its own purpose behind the bar, which is something he keeps in mind when filling the shelves.

“A great mixing whiskey isn’t always great for sipping; a great cocktail whiskey is sometimes too much for mixing or sipping,” he said.

“I always try to get a few bottles from each category while keeping the end use in mind, e.g. you need some Bourbon for mixing, sipping and cocktails.”

In terms of which of these styles of whiskeys are leading category growth, Doty said consumers are showing up not just for craft products and innovation but also the classics.

“Classic Bourbon is highly popular due to its rich, sweet flavour profile. Mainly with Jim Beam as the lead but new and upcoming brands are also entering this segment. While in terms of Tennessee and Kentucky whiskey, Jack Daniel’s is still widely distributed and consumed,” he said.

Education is key

Education for American whiskey as a category has emerged as both a strategic marketing tool and genuine way for bartenders and retailers to connect with consumers and with products.

Assistant Brand Manager at Constellation Brands, Rose Pennington said; “It is undoubtable that marketing and education are synonymous, and it is very hard to have one without the other.

“Consumers are more inclined to resonate with a product they have information and access to. For each of our brands, like High West and Nelson’s Green Brier Distillery, that have a rich proposition and interesting story – that education is a key pillar in the marketing strategy.”

With the help of organisations such as DISCUS, Doty said promoting American whiskeys in Australia has become accessible and achievable.

“DISCUS plays a crucial role in raising awareness and understanding of US whiskey in Australia by working closely with distributors and media to organise trade tours and educational events. They have also ensured an ongoing collaboration with local distributors and retailers to enhance the product offering and provide a stronger knowledge base of all the opportunities American whiskey has to offer.”

As a result, Doty said campaigns like DISCUS’ ‘Cheers! Spirits from the USA’ along with resources and support have enhanced brands and helped to expand the premium side of the category.

“This initiative includes trade tours and events to enhance awareness of the heritage, flavour profiles, and quality of US distilled spirits. We have also seen an increase in American whiskey’s showcased at local events such as The Whisky List and Whisky Live events nationally,” he said.

The Distilled Spirits Council of the United States (DISCUS) is the national trade association representing the leading producers and marketers of distilled spirits in the United States. DISCUS is a go-to resource for sector data, changes in public policy, cultural acceptance programs, US spirits exports to foreign markets, and alcohol and science.

This guide has been published in collaboration with the US Department of Agriculture’s Market Access Program (MAP), which aims to educate the hospitality industry, adult consumers, and media in key spirits export markets on the taste, heritage, and style of American distilled spirits.

The US distilled spirits industry is committed to social responsibility. For those adults who choose to drink, they should do always so in moderation and responsibly.

For more information: https://www.responsibility. org/. The Distilled Spirits Council of the United States, Inc., prohibits discrimination in its programs on the basis of race, religion, national origin, age, gender, disability, or other protected status.

“Sampling and liquid on lips plays a big role in growing the category as well as in-person educational sessions.”

Face-to-face education from bartenders and retailers is also an important part of the everyday experience.

Hopkins noted that there is a balance between educating staff and customers and making the category unapproachable with jargon. He says there are a few tricks he uses to keep things fun.

“Something that I do a lot is explaining the oak barrels like teabags in cups of tea, the more you use the teabag the less flavour you will get out of it, and oak barrels are the same.

“Similar to the teabag analogy, I talk to the guests and find out what their interests are, then find a topic that I can explain the difference in the grains to them and how the grains impact flavour. If I can’t find something fun, I usually talk about different kinds of bread,” he said.

Hopkins added that this is especially important for products that are often labelled as misunderstood such as “American single malt, and then the other American whiskeys like wheat whiskey and rye whiskey”.

However, Founder of Whiskey Hunt Australia, Brock Tregellas said for those who are curious but are completely new to the category, he recommends experimenting with mixed drinks first.

“Most single barrel picks are barrel strength – big, bold and full of flavour – but can often be a bit overwhelming for people new to whiskey. I generally suggest trying some Bourbon cocktails or lower proof expressions to get people interested in learning more about American whiskey,” he said.

As a result of the ongoing commitment to education, premium quality and flavour innovation, the category growth of American whiskey in the Australian spirit market remains strong. As consumers are turning to the classics and are curious to experiment with craft products, there is potential to appeal to a broad range of consumers on the shelf and behind the bar.

Sources: https://www.theiwsr.com/insight/why-are-agave-and-whisky-winning-the-us-premiumisationrace/ https://www.theiwsr.com/insight/key-us-states-for-american-whiskey-are-softening-why/ https://www.theiwsr.com/insight/premiumisation-is-slowing-but-theres-a-counter-trend/

“Consumers are more inclined to resonate with a product they have information and access to.”

Rose Pennington, Assistant Brand Manager, Constellation Brands

Sagamore Spirit Double Oak

Straight American Rye Whisky

Sagamore Rye

48.3% ABV | 750ml Gold 96 points

Distributor: The Whisky List

“Complex nose – chocolate, spice, caramel. Lots to unpack! The palate is equally complex and bold. Raisin, caramel, oak spice. Lovely and layered with bright heat folding in nicely.”

– Brian Chase Olson

Bardstown Collaborative Series

Foursquare Rum Barrel Finished Blended Whiskey

Bardstown Bourbon Company

53.5% ABV | 750ml Gold 95 points

Distributor: ICONIC Beverages

“On the nose it’s tropical –coconut and pineapple along with slight sultana. Alcohol is very forward to begin but settles into old wood, honey and butter.”

– Tommy Parsons

Roulette Rye Straight Rye

Whiskey

Proof & Wood Ventures

50% ABV | 750ml Gold 95 points

Distributor: Seeking distribution

“Purely a good example of a full body, full favour, full of heart rye. Sharp and soft in all the right places.” – Samuel Thompson

Nelson Bros Reserve Straight Bourbon Whiskey

Nelson’s Green Brier Distillery

53.9% ABV | 750ml

Silver 94 points

Distributor: Constellation Brands

“Bold and full flavoured. Mocha coffee notes and burnt honey. Lovely plum, baked fruit and raising notes on the back palate. Very complex and continues to unravel new layers with each sip.”

– Andy Milne

Angel’s Envy Kentucky Straight Bourbon Finished in Port Wine Barrels

Angel’s Envy

43.3% ABV | 750ml Silver 93 points

Distributor: Bacardi-Martini

Australia

“Nose is delicate, oak, vanilla and a hint of dust – in a good way. Wood shavings and a hint of fruit underneath. Palate is rounded and filling with the heat building gently to envelope the palate. Nice.” – Brian Chase Olson

The American Whiskey Buyer’s Guide tasting was hosted at Jolene’s Sydney – the home of Nashville country and western music in Sydney. A huge thank you to Simon Hopkins for his hospitality.

Barrell Foundation 5 Year Old 100 Proof Straight Bourbon Whiskey

Barrell Craft Spirits

50% ABV | 750ml

Silver 93 points

Distributor: The Whisky List

“Toasted coconut and breakfast cereal on the nose. Gentle, nice. Warm vanilla and maple on the palate. Heat is gentle with a good length that folds nicely into the palate.” – Brian Chase Olson

Traverse City Straight Bourbon Whiskey

Traverse City Whiskey Co.

55.9% ABV | 750ml

Silver 93 points

Distributor: Seeking distribution

“On the nose, light corn, wheat and rye showing, strawberries and cream. On the palate, displays some age, barrel char. Complex, deserves time to sip slowly and pick apart the hidden flavours.”

– Scott Allan

Eagle Rare 10 Year Old Kentucky Straight Bourbon Whiskey

Buffalo Trace Distillery

45% ABV | 700ml

Silver 92 points

Distributor: Sazerac AUNZ

“Juicy, tropical fruit notes on the nose. Hint of floral/herbal character – very pretty. Palate is gentle, warming with tropical fruit continuing with folded notes of maple, vanilla. Lovely.” – Brian Chase Olson

High West Bourbon

High West Distillery

46% ABV | 750ml

Silver 92 points

Distributor: Altus Brands

“Elegant oak, stone fruit, rose petal. Powdery tannin on the palate, gentle spirit, golden delicious, hint of black pepper. Vibrant oak finish, lingering soft warmth of spirit.” – Ev Liong

Jack Daniel’s Triple Mash Whiskey

Jack Daniel’s

50% ABV | 700ml

Silver 92 points

Distributor: Brown-Forman

“Nose is simple – delicate honey and spice. Honey continues on the palate but has a plush texture with a nice hint of cinnamon spice to support.” – Brian Chase Olson

Penelope Architect American Bourbon Whiskey

Penelope Bourbon

52% ABV | 750ml

Silver 92 points

Distributor: The Whisky List

“Smells like a wooden deck, almost like incense. On the palate it’s very fruit-like, sultana.”

– Tommy Parsons

Sazerac 6 Year Old Straight Rye

Whiskey

Buffalo Trace Distillery

45% ABV | 700ml

Silver 92 points

Distributor: Sazerac AUNZ

“Smells of fresh wood and fresh fruit. The alcohol is powerful but makes way for a buttery, vanilla taste.” – Tommy Parsons

Traverse City Barrel Proof

Straight Rye Whiskey

Traverse City Whiskey Co.

59.3% ABV | 750ml

Silver 92 points

Distributor: Seeking distribution

“Punchy, spicy and tasty nose. Deep and rich palate, spicy, fruity back story. Great expression of the variety. Would love this in a Manhattan.” – Jim Butcher

Whiskey

Nearest Green Distillery

50% ABV | 750ml

Silver 92 points

Distributor: Swift + Moore

“You can taste all the grains working in unison – balanced. Strong vanillas, spice and creaminess.” – Oliver Maruda

Bardstown Origin Series

Kentucky Straight Bourbon

Whiskey

Bardstown Bourbon Company

48% ABV | 750ml

Silver 91 points

Distributor: ICONIC Beverages

“Super smooth and sippable. A rye to love! Peaty cuddle with a vanilla kiss that makes you smile well after the long finish.”

– Tishena Young

What were your overall impressions of the whiskeys in this tasting?

“Impressive, the category has developed in its exploration of oak and spirit style has shifted towards complexity of oak. Grain/malt profile have taken a step back. The spirit to oak balance is more seamless.” – Ev Liong

“One of the most important things to remember about American whiskey is just how much diversity there is. The buck doesn’t stop at just Bourbon, and even within that category, the flavour and characteristics run the gamut. There are so many little distilleries in North America crafting incredible whiskeys that we rarely get to experience.” – Jim Butcher

“An impressive selection showcasing the breadth of flavour profiles available to consumers when exploring products from the United States. The US does a lot more than Bourbon, and it is exciting to see that variety making its way to our shores.”

– Scott Allan

“Well integrated spirits with a balance of production, flavour/aromas, raw material and ageing. Some higher ABV alternatives, producing brighter spirits.” – Reece Griffiths

Booker’s Bourbon Whiskey

James B. Beam Distilling Co

62.2% ABV | 750ml

Silver 91 points

Distributor: Suntory Global Spirits

“Well incorporated booze, quite balanced considering the proof. Generous spice and reasonable length – finishes smooth for the ABV.” – Tom Kaye

Maker’s Mark Cask Strength

Bourbon Whiskey

Maker’s Mark Distillery

54.75% ABV | 700ml

Silver 91 points

Distributor: Suntory Global Spirits

“Cinnamon and spice on the nose. A buttery flavour with ginger and cinnamon on the palate.”

– Tommy Parsons

Ole Smoky Peanut Butter

Ole Smoky

30% ABV | 750ml

Silver 91 points

Distributor: Proof Drinks Australia

“Nose of butterscotch and peanut butter. On the palate, peanut butter through and through.

Silky, sweet and fun.”

– Brian Chase Olson

Piggyback 6 Year Old Rye

Whiskey

Whistlepig Whiskey

45% ABV | 700ml

Silver 91 points

Distributor: ICONIC Beverages

“Sweet, slightly roasted almonds on the nose. Palate is warm and rounded. Vanilla syrup with a slight oily edge. Comforting and warm.” – Brian Chase Olson

Virginia Distillery American

Single Malt Whisky Port Cask

Virginia Distillery

46.5% ABV | 700ml

Silver 91 points

Distributor: Seeking distribution

“Fun colour, great intensity. A different profile, with flavour well integrated. Very well made.”

– Tom Kaye

High West Whiskey showcases quality and innovation

As the cooler months settle in, there’s nothing quite like a warming glass of whiskey to savour, and winter is the ideal time to explore High West’s distinctive expressions.

As a highly awarded brand, among other accolades, High West’s Double Rye received a gold medal at the Ascot Awards 2024 and Campfire received 93 Points in the Best of the Year 2024 Buying Guide, Wine Enthusiast – a testament to their dedication in the world of whiskey.

Known for their mastery of blending, High West continues to impress with bold, balanced flavours crafted in the heart of the Wasatch Mountains, Utah. The award-winning portfolio showcases the brand’s commitment to quality and innovation, seamlessly pioneering traditional techniques with a modern palate.

The full portfolio of High West whiskey has been designed to drink neat or in a cocktail, with a rich, comforting flavour that only High West can deliver.

Distributor: Altus Brands, contact [email protected]

“Most single barrel picks are barrel strength – big, bold and full of flavour –but can often be a bit overwhelming for people new to whiskey.”

Brock Tregellas, Founder of Whiskey Hut Australia

Cooper City Rye

Arizona Distilling Co.

50% ABV | 750ml

Silver 90 points

Distributor: Seeking distribution “All of the senses tingle when you try this exciting drop. I want to bake muffins just to fill my home with the aroma of this beauty – specifically a spiced apple muffin with a caramel drizzle. Nice spice and a layer of oomph in this delectable rye. Not so traditional but definitely a future favourite.”

– Tishena Young

Green River Kentucky Straight

Bourbon Whiskey

Green River Whiskey

45% ABV | 750ml

Silver 90 points

Distributor: ICONIC Beverages

“Delightful! The happiest of dances for this stunning drop that takes you through layers of flavour and texture. Dark brown sugars with some subtle vanilla and a long, fabulous finish.”

– Tishena Young

Reservoir Distillery Wheat Whiskey

Reservoir Distillery

50% ABV | 750ml

Bronze 89 points

Distributor: Seeking distribution “On the nose, hints of dried fruits. On the palate, the burnt flavour of caramel is slightly bitter with slight tobacco.”

– Tommy Parsons

Wild Turkey Kentucky Spirit

Single Barrel Bourbon Whiskey

Wild Turkey

50.55% ABV | 750ml

Bronze 89 points

Distributor: Campari Group “Very creative version of Bourbon. Herbaceous mid allows a lot of play with the sweetness. Solid option for an Old Fashioned.”

– Jim Butcher

E. H. Taylor Small Batch

Kentucky Straight Bourbon Whiskey

Buffalo Trace Distillery

50% ABV | 750ml

Bronze 88 points

Distributor: Sazerac AUNZ

“Clear, deep amber. Dessert, porridge and chocolate on the nose. Warming palate, pronounced flavours – deep dark chocolate, chocolate ice cream. My style of Bourbon!”

– Benji Kinoial

Green River Kentucky Straight Wheated Bourbon Whiskey

Green River Whiskey

45% ABV | 750ml

Bronze 88 points

Distributor: ICONIC Beverages

“Like a warm hug. Sweet, a little spicy, hint of oak. Cognac vibes –would make a good Sazerac.”

– Jim Butcher

What foods would you pair with these whiskeys?

“Protein like smoked fish and red meat, because of the mid complexity and mild spiciness.” – Stefano Filardi

“What grows together… simple rye with rich/fried foods; matching intensity with bigger proteins or powerful cheeses for higher ABVs.” – Jordan Blackman

“I found most of these whiskeys to be quite versatile for food pairing – from salty, crispy snacks through to rich, dense and sweet desserts.” – Brian Chase Olson

“A good hard cheese, spiced apple muffins, bananas foster or caramel dumplings. Fancify it with a cinnamon toasted pecan crumble and whiskey-spiced Chantilly.” – Tishena Young

Jack Daniel’s 10 Year Old

Tennessee Whiskey

Jack Daniel’s

48.5% ABV | 700ml

Bronze 88 points

Distributor: Brown-Forman

“Almost has a cola syrup aroma with a bit of black pepper. Spice really comes through on the palate with these hits of black and white pepper coating the palate.” – Max Roberts-Bristow

Nelson Bros Mourvèdre Cask Finish

Nelson’s Green Brier Distillery

53.75% ABV | 750ml

Bronze 88 points

Distributor: Constellation Brands

“The blend adds a certain complexity that makes this a particularly compelling drop. Neat on a rainy afternoon, the subtle spice and oak with raisin and vanilla flavours make this a great companion to deep thoughts.”

– Kathleen Davies

Basil Hayden Kentucky Straight Bourbon Whiskey

James B. Beam Distilling Co

40% ABV | 700ml

Bronze 87 points

Distributor: Suntory Global Spirits

“Beautiful vanillas and florals on the nose. Leading into sweet caramels on the finish.”

– Oliver Maruda

Traverse City North Coast Rye

Whiskey

Traverse City Whiskey Co.

45% ABV | 750ml

Bronze 87 points

Distributor: Seeking distribution

“Surprisingly complex for such a light aroma. Flavour builds quickly. Changed my score by almost 10 per cent the more I drank.”

– Jim Butcher

Jack Daniel’s Bonded Tennessee Whiskey

Jack Daniel’s

50% ABV | 700ml

Bronze 86 points

Distributor: Brown-Forman

“Cornbread, popcorn and candied orange. Warming texture, alcohol well integrated, some blossom and char on the palate. Slight bitterness, long finish, not super complex.” – Reece Griffiths

Jack Daniel’s Single Barrel

Select Tennessee Whiskey

Jack Daniel’s

50% ABV | 700ml

Bronze 86 points

Distributor: Brown-Forman

“Nose is inviting, rich – Crème Brûlée, sourdough. Spice on the palate provides balance to some maple sweetness. Holds ABV well.” – Jordan Blackman

TIME PRECIOUS IS SO WE

Maker’s Mark 46 Kentucky

Straight Bourbon Whiskey

Maker’s Mark Distilley

47% ABV | 700ml

Bronze 86 points

Distributor: Suntory Global Spirits

“Beautiful amber colour, nice brightness. Nose has a nice complexity with vanilla and sweet spices. Nice silkiness in the mouth and medium-long finish.”

– Stefano Filardi

Uncle Nearest 1884 Small Batch Whiskey

Nearest Green Distillery

46.5% ABV | 700ml

Bronze 86 points

Distributor: Swift + Moore

“Maple bomb! All maple pancakes and baking spices on the nose. Palate is balanced with chewy texture, integrated alcohol and great length.” – Jordan Blackman

Woodford Reserve Kentucky

Straight Rye Whiskey

Woodford Reserve

45.2% ABV | 700ml

Bronze 86 points

Distributor: Brown-Forman

“Gingernut, vanilla, raisins – some depth on the nose. Integrated alcohol, some oak astringency, cacao, ginger, baking spice. Good length and finish.”

– Reece Griffiths

Yellowstone Kentucky Straight

Select Bourbon

Limestone Branch Distillery

46.5% ABV | 700ml

Bronze 86 points

Distributor: Proof Drinks Australia

“Toasted oak, banana, leather and nougat on the nose. Well balanced palate, good length. Screams ‘I am a Bourbon’! Easy drinking, neat, very sessionable. Could imagine drinking this with good friends in the basement bar of Jolenes with a plate of sticky ribs.” – Kathleen Davies

Basil Hayden Red Wine Cask

Finish Bourbon Whiskey

James B. Beam Distilling Co

40% ABV | 700ml

Bronze 85 points

Distributor: Suntory Global Spirits

“Lovely and smooth heat with a long finish. Sweet spice and apple pie.” – Tishena Young

High West Rendezvous

High West Distillery

46% ABV | 750ml

Bronze 85 points

Distributor: Altus Brands

“Strong nose, lengthy palate. Nice intensity, would stand up well in cocktails.” – Tom Kaye

“The Australian market is embracing a diverse range of American whiskeys, with a notable interest in flavoured variants like Ole Smoky.”

Drew Doty, Managing Director at Proof Drinks Australi

Nelson’s Green Brier Distillery lands on Australian shores

Australia, get ready to welcome a true American whiskey legend – Nelson’s Green Brier Distillery. Affectionately known as ‘Old 5’ for being Tennessee’s fifth registered distillery, Nelson’s Green Brier is making its much-anticipated debut down under.

Founded in 1860 by Charles Nelson, the distillery was (and still is) an institution of American whiskey, and by 1885 the distillery was producing over two million bottles before Prohibition forced its closure in 1909. Revived by Nelson’s descendants over a century later, the brand is now bringing its bold Southern heritage and award-winning expressions to you.

Launching soon into the Australian market are three standout releases: the Green Brier Tennessee Whiskey, made using the original family recipe and mellowed through sugar maple charcoal; the Nelson Brother’s Reserve Bourbon, a robust, high-proof bourbon with rich depth; and a limitededition release, Nelson Brother’s Mourvèdre Cask Finish, which represents a glorious union of tradition and creativity in the distiller’s craft. By partnering with Withers Winery in the Sierra Foothills, Nelson Brother’s Mourvèdre Cask Finish has an irresistible mélange of aromas and flavours.

Distributor: Expressions of interest to [email protected]

James E. Pepper 1776 100 Proof

Straight Rye Whiskey

Old Pepper Distillery

50% ABV | 750ml

Bronze 85 points

Distributor: Seeking distribution “Everything you want from a good rye whiskey, sweet, spicy, balanced oak and lively spirit. There’s citrus on the nose that comes in through the palate and helps balance out the long and spicy finish.” – Andy Young

Nelson’s Green Brier Tennessee Hand Made Sour Mash Whiskey

Nelson’s Green Brier Distillery

45.5% ABV | 750ml

Bronze 85 points

Distributor: Constellation Brands “Classic nose – maple, toast, cereal. Bold palate – toasted bread and butter. Vanilla, maple. Well done classic.”

– Brian Chase Olson

Sagamore Small Batch Straight Rye Whiskey

Sagamore Rye

46.5% ABV | 750ml

Bronze 85 points

Distributor: The Whisky List

“Classic musky rye barrel aroma with the aroma giving the sensation of popping open a barrel and sticking your nose inside. Little hint of jalapeno on the palate.” – Max Roberts-Bristow

Virginia Distillery Blue Ridge

American Single Malt Whiskey

Virginia Distillery

46.5% ABV | 700ml

Bronze 85 points

Distributor: Seeking distribution

“An unusual whiskey. Chocolate and must on the nose, palate matches nose well, added spice from ABV. Chocolate notes suggest an interesting dessert cocktail.” – Jim Butcher

Virginia Distillery American Single Malt Whiskey Cabernet Cask

Virginia Distillery

46.5% ABV | 700ml

Bronze 85 points

Distributor: Seeking distribution

“Chocolate thrown on a campfire. Winefruits, spoilt cherry ripe.”

– Samuel Thompson

Weller Special Reserve Kentucky Straight Bourbon Whiskey

Buffalo Trace Distillery

45% ABV | 750ml

Bronze 85 points

Distributor: Sazerac AUNZ

“Complex and approachable nose with balanced fruit, spice, oak

– vanilla, milk chocolate. Palate displays similar qualities with more intensity and char/smoke.”

– Jordan Blackman

What

makes American Whiskeys stand out from

other whisk(e)ys

from

around the world?

“Each have their own merit. A good whiskey is complex and layered, no matter its location. America has plenty to offer in that category. This is much more than a cocktail category, and definitely more than Bourbon and Coke. It competes with the world.” – Andy Milne

“Difference in preference of taste is what separates them. American whiskey has a sweeter profile so it will suit introductory palates to whiskey and open up a new world of flavours.” – Ev Liong

“There’s definitely a similar array of styles and price points, which is great to see such a spread of variety in Australia. I’d say perhaps American whiskey is in an evolutionary state.”

– Brian Chase Olson

For any of the brands seeking distribution in Australia, you can connect with Nicole at Agent99 to discuss more [email protected].

Jack Daniel’s Triple Mash is the second permanent expression in the Bonded series

Following the successful launch of Jack Daniel’s Bonded in 2022, Jack Daniel’s Triple Mash is the second instalment in the Jack Daniel’s Bonded series and stands out due to its unique grain bill composition.

The Bonded Series honours the whiskey-making excellence of the iconic Jack Daniel Distillery and is a permanent extension in the Jack Daniel’s family of brands.

Featuring 60 per cent Jack Daniel’s Bonded Rye Whiskey, 20 per cent Jack Daniel’s Bonded Tennessee Whiskey and 20 per cent

Jack Daniel’s Bonded American Malt Whiskey, Jack Daniel’s Triple Mash is a well-rounded whiskey with a bold and complex flavour profile of honey sweetness, grain spice and dry oak.

Jack Daniel’s Triple Mash is bottled-in-bond at 100 proof (50 per cent ABV), with packaging inspired by the original design of the 1895 Jack Daniel’s Tennessee Whiskey bottle.

Chris Fletcher, Jack Daniel’s Master Distiller, says: “Jack Daniel’s Triple Mash is the culmination of over 150 years of experience in creating the highest quality whiskeys possible. By drawing on our rich heritage, we’ve managed to create an extraordinary bottled-in-bond straight whiskey that only Jack Daniel’s could make.”

Distributor: Brown-Forman

1792 Small Batch Kentucky

Straight Bourbon Whiskey

Barton 1792 Distillery

46.85% ABV | 750ml Bronze 84 points

Distributor: Sazerac AUNZ

“Delicate nose with warm vanilla and a hint of leather polish. Palate is round, soft but direct with vanilla and maple. Very good.” – Brian Chase Olson

Baker’s 7 Year Old Kentucky

Straight Bourbon Whiskey

James B. Beam Distilling Co

53.5% ABV | 750ml Bronze 84 points

Distributor: Suntory Global Spirits “Lovely rich palate. Dark chocolate, coffee and toffee coat the mouth. Alcohol is punchy but well balanced, allowing for a long, tingly finish.” – Andy Milne

Barrell Seagrass Rye Whiskey

Barrell Craft Spirits

59.2% ABV | 750ml Bronze 84 points

Distributor: The Whisky List “Nose is shy and subtle, not particularly giving, but the palate sure is. Big, chewy, rich and spicey – also strangely fruity.”

– Jordan Blackman

High West Campfire

High West Distillery

46% ABV | 750ml

Bronze 84 points

Distributor: Altus Brands

“Clear, medium gold. Creamy nose, chocolate and cinnamon. Smooth palate, light peat, gingerbread. An interesting transition from Bourbon.”

– Benji Kinoial

High West Double Rye

High West Distillery

46% ABV | 750ml

Bronze 84 points

Distributor: Altus Brands

“Shy pickle brine, big mac sauce. Complex herbal profile, sweet spice and rich orchard fruit. Lush oak flavours.” – Ev Liong

Jack Daniel’s Gentleman Jack Tennessee Whiskey

Jack Daniel’s

40% ABV | 700ml

Bronze 84 points

Distributor: Brown-Forman

“Honey coloured, hint of smoke on the nose. The palate is very sweet up front, finishing on dried fruit notes.” – Elsa Schmalzbach

Westward Whiskey Stout Cask

Westward Whiskey

45% ABV | 700ml

Bronze 84 points

Distributor: ICONIC Beverages

“Really aromatic nose. Perfumed and leafy – hints of tobacco leaf and then wood shavings. Lactic notes on the palate alongside freshly cut wood. Finishes short.”

– Andy Milne

Whistling Andy Harvest Select Whiskey

Whistling Andy Distillery

40% ABV | 750ml

Bronze 84 points

Distributor: Seeking distribution

“Clear, medium gold. All spice, cinnamon and rye bread on the nose. Mouthwatering palate, sultanas, raising, spice.”

– Benji Kinoial

Buffalo Trace Kentucky Straight Bourbon Whiskey

Buffalo Trace Distillery

40% ABV | 700ml

Bronze 83 points

Distributor: Sazerac AUNZ

“Soft on the palate, inviting notes of rich oak, red apple and lollies. Long, sweet finish and gentle heat.” – Ev Liong

Jack Daniel’s Old No.7

Tennessee Whiskey

Jack Daniel’s

40% ABV | 700ml

Bronze 83 points

Distributor: Brown-Forman

“Really approachable with palate and aroma incredibly well balanced. Gentle corn sweetness comes through with a subtle spice.” – Max Roberts-Bristow

James E. Pepper 1776 100 Proof

Straight Bourbon Whiskey

Old Pepper Distillery

50% ABV | 750ml

Bronze 83 points

Distributor: Seeking distribution

“A solid Bourbon, the nose has caramel with herbaceous spice and minty notes, not too woody and draws you in for a taste. Vanilla, cloves on the palate, really nice mouthfeel but drops away a little too quickly.”

– Andy Young

Introducing Jack Daniel’s 10 Year Old Tennessee Whiskey

Over the last decade, Jack Daniel’s has been experimenting with recreating a product that honours the liquid Jack Daniel’s created at the end of the 1800s, all while keeping up with growing demand for Jack Daniel’s around the world.

The first aged-stated whiskey from Jack Daniel’s was released in the early 1900s, and to honour the distillery’s past, Master Distiller Chris Fletcher has handcrafted Jack Daniel’s 10 Year Old Tennessee Whiskey.

Crafted with the same grain bill as classic Jack Daniel’s Tennessee Whiskey, the limited release was aged in the upper floors of the Jack Daniel’s barrelhouse, then methodically relocated to the lower risks to extend the ageing process and create an intense, unique character.

Tasting notes for Jack Daniel’s 10 Year Old Tennessee Whiskey describe aromas of cooked caramel apple and soft oak and an oak-forward palate with layers of fruit, chocolate and barrel spice.

To reinforce Jack Daniel’s Distillery’s history in aged whiskey, the label on this bottle gives a nod to the original cartouche on Jack Daniel’s age-stated bottles from a century ago.

Jack Daniel’s 10 Year Old Tennessee Whiskey will launch in August to select retailers and on-premise. Look out for more information on Jack Daniel’s social pages or subscribe for updates at www.jackdaniels.com/become-a-friend

Distributor: Brown-Forman

Knob Creek 9 Year Old Bourbon

Whiskey

James B. Beam Distilling Co

50% ABV | 700ml

Bronze 83 points

Distributor: Suntory Global Spirits

“Fresh, bright whiskey. On the lighter side, this lacks the toffee sweetness but makes up for it in citrus and stone fruit.”

– Andy Milne

Traveller Whiskey

Buffalo Trace Distillery

45% ABV | 700ml

Bronze 83 points

Distributor: Sazerac AUNZ

“Golden brightness. Fruity, floral, light wood and sweet spices. Smooth, short finish.”

– Stefano Filardi

Wild Turkey 101 Kentucky

Straight Bourbon Whiskey

Wild Turkey

50.5% ABV | 700ml

Bronze 83 points

Distributor: Campari Group

“Amaretto and cola, black cardamon and cloves. Rich oak profile, generous palate and complexity of fruit and spice. Long hot finish with sweet, perfumed oak.” – Ev Liong

Woodford Reserve Double

Oaked Bourbon Whiskey

Woodford Reserve

43.2% ABV | 700ml

Bronze 83 points

Distributor: Brown-Forman

“Rich, light brown colour –beautiful. Rich vanilla, woody, leather smell, spiced. Complex, rich, long finish and nice balance.”

– Stefano Filardi

Ole Smoky Salted Caramel

Ole Smoky

30% ABV | 750ml

Bronze 82 points

Distributor: Proof Drinks Australia

“Rich crème caramel and custard. Caramel buttons and red liquorice. How fun.” – Ev Liong

Virginia Distillery American

Single Malt Whisky Cider Cask

Virginia Distilley

46.5% ABV | 700ml

Bronze 82 points

Distributor: Seeking distribution “Peat on the nose, vanilla, lemon zest and caramel. Dried apricots, honey, almond, super light. Short finish, lacking a bit of texture.”

– Reece Griffiths

“Consumers have become much wiser in recent years and while consumption growth is slower, demand for premium whiskey has soared.”

Dean Terranova, Managing Director, ICONIC Beverages

Woodford Reserve Distiller’s

Select Kentucky Straight Bourbon Whiskey

Woodford Reserve

40% ABV | 700ml

Bronze 82 points

Distributor: Brown-Forman

“Tropical fruit, coconut on the nose. Hint of fruit juice and vanilla. Soft palate with toasted vanilla and slight hint of ripe coconut. Warm, rounded finish.”

– Brian Chase Olson

Ezra Brooks Straight Rye Whiskey

Lux Row Distillerys

45% ABV | 700ml

Bronze 81 points

Distributor: Proof Drinks Australia

“Clear, medium, pale. Raisins on the nose. Mouthwatering palate, cherry, all spice. Nice and light, very enjoyable.” – Benji Kinoial

High West High Country

High West Distilley

44.8% ABV | 750ml

Bronze 81 points

Distributor: Altus Brands

“Fresh, tropical rainforest on the nose with a smooth savoury finish.” – Tishena Young

“Classic Bourbon is highly popular due to its rich, sweet flavour profile. Mainly with Jim Beam as the lead but new and upcoming brands are also entering this segment.”

Drew Doty, Managing Director at Proof Drinks Australi

Buffalo Trace Distillery sets benchmark for Bourbon

Few names in American whiskey carry the weight of history quite like Buffalo Trace. Distilled for more than 250 years on the same Kentucky site, it is more than a Bourbon, it is a benchmark. With over 500 awards to its name, including multiple Distillery of the Year titles, Buffalo Trace Distillery has earned its global reputation for consistency, craftsmanship and depth of flavour.

The flagship Buffalo Trace Bourbon continues to grow in popularity with Australian drinkers, thanks to its balanced profile and versatility, equally in an Old Fashioned or sipped neat. But the story does not end there. The distillery’s stable includes some of the most respected names in whiskey: Weller, Eagle Rare, Sazerac Rye, and the highly sought after Antique Collection.

As interest in this range of premium Bourbon shows no signs of slowing, these are brands that bring credibility and curiosity to the back bar or shelf. They are not just award winning; they are conversation starters.

Distributor: Sazerac AUNZ

Maker’s Mark Kentucky Straight Bourbon Whiskey

Maker’s Mark Distilley

40% ABV | 700ml

Bronze 80 points

Distributor: Suntory Global Spirits

“Cornbread and ginger on the nose. Caramel and butterscotch. Soft in texture, slight astringency and medium finish.”

– Reece Griffiths

Ole Smoky Mango Habenero

Ole Smoky

30% ABV | 750ml

Bronze 80 points

Distributor: Proof Drinks Australia

“Solid spice. As a liqueur, mango and spice work really well together.” – Oliver Maruda

Reservoir Distillery Hunter & Scott Bourbon Whiskey

Reservoir Distillery

45% ABV | 750ml

Bronze 80 points

Distributor: Seeking distribution

“Cherry, baking spices, vanillin. Complex spices, integrated oak, over ripe plums and apricots. Salivating finish, rich oak and tobacco.” – Ev Liong

Westward Whiskey Original Westward Whiskey

45% ABV | 700ml

Bronze 80 points

Distributor: ICONIC Beverages

“Dried dark chocolate almost has a wine barrel aroma. Awesome.”

– Max Roberts-Bristow

What styles or flavour profiles do you think would most resonate with Australian consumers?

“That slightly higher ABV of 45 to 55 per cent will really resonate with Aussies.” – Oliver Maruda

“Sweet, complex – we like easy to drink whiskeys because we have less of a history in it. These whiskeys are a perfect introduction to the culture of whiskey.” – Elsa Schmalzbach

“Aussies are starting to realise that North America has a lot more to offer beyond Jack Daniel’s and Jim Beam, partly thanks to the craft spirits movement here. Rich, oily Bourbons, dry and spicy rye, fresh zippy single malts and the touch of smoke of a Tennessee are all hitting the mark for whisky drinkers now. And with more people drinking classic cocktails like Old Fashioneds, Manhattans and Sazeracs, the flavour profiles of American Bourbon and rye are the best tools for the job.” – Jim Butcher

“Approachable ryes – different and complex but easy to move in to.” – Tishena Young

“Australians like bold and big flavour, this has that in waves. It pairs well with Australian cuisine and has similarities to our native spirits and red wines.” – Andy

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