Distilled 18 | July 2025

Trade Supplier Charter

Our guiding principles:

• We're transparent

• We keep things simple

• We work together as genuine partners

View the Trade Supplier Charter document here

Welcome back to Distilled!

It’s been a busy few months since I spoke with you all last and I have been enjoying learning about our wonderful supplier network and the intricacies of the Merchandise world.

This edition covers some interesting topics, including the influence of history on one of our Melbourne Hotels, the art of grape growing from our wonderful growers Stephen and Anette Stoll and a particularly evocative Supplier article, spotlighting Solbevi.

As promised, in this quarter’s Distilled you’ll find an article where I’ve had the pleasure of telling you a bit about my background and what makes me tick. And, as always, you’ll find plenty of insight into Category trends

with an emphasis on key Jobs to be Done for F26. And don’t forget to read this quarter’s Ask Tim article; it holds some important and exciting information about our new advertising functionality through MixIn.

If there’s something you’d love to see in Distilled, or if you just want to say hello, you can reach us at distilled@edg.com.au.

Cheers,

Nikki Bull

General Manager Merchandise Operations & Transformation

Tim talks to our new platform for MixIn sponsored ads. Find out more about how this will benefit you. 10 Grower Spotlight: Stephen and Anette Stoll

Stephen shares his passion for grape growing, some tricks of the trade and reflects on his partnership with Endeavour.

18 Young & Jackson’s leading lady

Chloé turns 150

We explore Melbourne’s Young & Jackson Hotel: Where history meets the heart of our locals. 26

Supplier Spotlight: Solbevi

Innovation meets approachability; Stefan Di Benedetto is making waves with Solbevi.

32 Get to know Nikki Bull

Nikki walks us through her extensive background, what she loves most about the world of Liquor, and what she’s got her sights set on in her new role. 36 Special: Insights Report

Explore the latest trends, strategic innovations, and dynamic shifts within our categories. 38 Total Liquor

introduces Criteo-powered Sponsored Ads

Ask Tim

Q. What new innovation is MixIn introducing to suppliers and how does it enhance our suppliers’ digital marketing capabilities?

MixIn by Endeavour, our dedicated retail media business, has been on a mission to drive growth and optimise our product suite. We successfully launched seven new products in F25, including impactful in-store experiential activations and at-shelf media, boosting supplier brand visibility both in-store and online.

Now, we’re taking it a step further by creating powerful, direct connections between suppliers and our highly engaged shoppers with our new, sponsored ads platform, powered by the Criteo C-yield platform.

Criteo brings its powerful AI and extensive reach across the open web and this

Tim Carroll Director, Merchandise and Buying

integration unlocks advanced capabilities designed to dramatically increase your product visibility and drive sales on our platforms.

Q. Why is this a game-changer for our suppliers?

It comes down to strategic, data-driven connections. Criteo’s sophisticated algorithms coupled with Endeavour’s rich first party data provide laser-focused targeting abilities.

Your sponsored ads will reach the right consumers at the precise moment they’re ready to purchase their favourite beverages.

Imagine your premium Craft Beer captivating a customer who’s actively exploring similar styles, or your top-shelf Tequila being showcased to someone searching for cocktail ingredients. This is about impactful interactions that convert.

Q. What do we know about Endeavour’s shoppers and how they interact with MixIn?

Our network serves over 80% of the Australian adult drinking population. This equates to over 185 million shopping trips annually and 5 million online visits each week, providing MixIn with unparalleled access to a highly engaged audience.

And we know that our customers are data-driven decision-makers. 65% of customers we surveyed conduct product research before making a purchase. It all speaks to the importance of digital visibility and targeted advertising to effectively influence their buying choices.

Q. How will suppliers benefit from the Criteo integration?

• Enhanced audience segmentation: Leverage deep insights into consumer behavior and preferences to target specific niches with unmatched precision. Reach loyal Wine enthusiasts, adventurous Spirit connoisseurs, or the weekend Beer garden crowd with highly tailored messaging.

• Optimised ad placement: Criteo’s intelligent platform dynamically selects the most effective ad placements across our retail network, ensuring maximum visibility where it matters most.

• Data-driven insights: Gain access to richer, more granular performance data. Understand exactly which campaigns are driving results, enabling you to refine your strategies and maximise your ROI. We provide actionable insights to empower smarter marketing decisions.

• Seamless integration: Our team has ensured a smooth, intuitive experience. The Criteopowered platform is seamlessly integrated into your existing MixIn interface, simplifying the launch, management, and analysis of your campaigns.

By leveraging Criteo’s technology, MixIn is empowering our suppliers to cut through the noise, capture shopper attention, and drive a significant uplift in sales.

We’re incredibly excited about the potential this integration unlocks, so suppliers should get ready to experience a new era of retail media effectiveness.

Rooted in tradition

Stephen Stoll shares how his and wife’s Anette’s passion for agriculture, resilience through challenges, and partnership with Endeavour Group have shaped their journey supplying into Pinnacle, and more specifically Krondorf wine.

Stephen and Anette Stoll

Q. Stephen, what drew you to the wine industry? Was it always a part of your plan?

Stephen: Growing up in the Barossa, it’s hard not to be involved in the wine industry. Both sets of my grandparents came from farming backgrounds; the Krugers from Greenock operated a broadacre farm on the Eyre Peninsula, and The Stolls cultivated orchards in Acre near Haifa and eventually established a vineyard in Marananga. The Stolls later settled in Nuriootpa, where I spent a lot of time in their gardens and vineyards as a child.

During school holidays, I helped to pick and cut apricots for the dried fruit market and walked the vine rows after harvest with my mother, often picking the secondary bunches for a traditional German dessert called Rote Grütze. Back in those days, I was convinced I’d never work in horticulture as it was tough, and I didn’t think it was for me. But life had other plans.

In 1985, while working on a friend’s dried fruit farm before heading to England, I met Anette, who was backpacking and thought picking apricots sounded like a good idea. A few years later, after time spent between Germany and Australia, we found ourselves back in the Barossa, buying a 10-hectare dried fruit orchard. That’s where our story really began.

The dried fruit business was getting more and more difficult, and at that time we were being drawn to producing wine grapes.

In 1996, we planted our first vineyard on a one-hectare corner of the property on Kalimna Road. Around the same time, I was considering a civil engineering

“This partnership has given us the confidence to invest in and upgrade some of our older blocks, ensuring the long-term viability of our vineyards.”

degree at Adelaide Uni, but my mother-in-law convinced me to study viticulture instead. That was the turning point and over the next few years, we replaced the orchard with vineyards. However, the early years were tough with an oversupply of grapes, and some of our first harvests were left unpicked. With a young family of four, our vineyard was too small to support us, so after finishing university, I worked for various private and corporate wine businesses.

In 2008, we started our own vineyard management business, which allowed us to employ a few people and slowly purchase more land, including a property in Krondorf. That purchase laid the foundation for working with Endeavour Group.

Q. Can you tell us about your partnership with Endeavour Group? How has it shaped your business?

Stephen: It has been pivotal in shaping the direction of our business and it was important for us to work with a company that shared values similar to ours.

The growth of the Krondorf label came at just the right time, aligning perfectly with our need to find a home for our grapes. This partnership has given us the confidence to invest in and upgrade some of our older blocks, ensuring the long-term viability of our vineyards. It’s also incredibly satisfying to know that the fruit we grow contributes to wines that customers truly enjoy and value.

One of the standout aspects of this partnership is the hands-on collaboration. Suzie Hilder, Pinnacle’s Grower Liaison, is regularly out and about in our vineyard, keeping an eye on things and making sure we’re on the straight and narrow. Her visits are invaluable, particularly during winter when vineyard maintenance and planning are critical.

Then there’s Richard Quadling, who we work closely with throughout the harvest. We’re constantly in touch during vintage, planning each step to ensure the best possible outcome. Richard plays a key role in deciding the optimal time to pick, ensuring the grapes are harvested at their peak.

We’ve also enjoyed watching the Dorrien Winery expand over the years. It’s nice to think we’ve played a small role in its evolution through our partnership.

Q. Are there any unique qualities of your soil?

Stephen: The Barossa Valley is home to a rich tapestry of soil types and they each play a role in shaping the region’s distinctive wines. One of the more challenging yet rewarding soils that we have at Krondorf is known as the Bay of Biscay, a self-mulching, black, clay-rich soil that gets its name from not just its dark colour, which resembles the Bay of Biscay in France, but also from the difficulty in working with it.

“I often say there’s something for everyone in grape growing.”

We just call it Sunday Soil. When it’s dry, it’s hard to work with, and when wet, almost impossible and so the only day it’s workable seems to be Sunday.

Despite its stubborn nature, Bay of Biscay soil fosters deep vine roots, producing grapes with intense flavour and structure. Combined with pockets of soft limestone, this soil complements the Barossa’s diverse range of soils, which also include sandy sites, heavy red clays, and rocky ironstone and quartz gravels, all contributing to the region’s ability to grow a wide array of premium grape varieties.

Q. What do you enjoy most about being a grape grower?

Stephen: For me, it’s the variety in the work. Starting with an empty paddock, setting up the trellis and irrigation, planting and training the vines, and eventually harvesting the grapes - It’s a long process, but it’s incredibly rewarding. I often say there’s something for everyone in grape growing. Whether you enjoy working with your hands, using machinery, or growing something, grape growing has it all.

Seeing our grapes progress from the vineyard to the crusher is a rewarding experience too, and working with passionate people like Endeavour’s Suzie and Richard makes it all the more fulfilling.

I also love the people and the community; working with growers and winemakers who bring generations of experience to the table, and being able to pass on this knowledge is something I cherish. One of the most fulfilling aspects is seeing young people who’ve worked with us over the years discover what they’re capable of. Watching them grow in confidence and explore new opportunities is truly a privilege.

Q. What advice would you give to someone starting out in the wine industry?

Stephen: Work hard, persevere, and listen to those who’ve spent a lifetime doing what they’re passionate about. There’s so much to learn from experienced growers and winemakers.

It’s also about being part of a longer story. To be given a chance to work with a vineyard that someone planted 75, or perhaps even 100 years ago, and now make your mark, is something worth working towards.

“There’s so much to learn from experienced growers and winemakers.”

Q. Finally, what are your favourite wine varieties to grow and drink?

Stephen: Grenache is my favourite to grow - it’s consistent and quietly does its own thing. We have some very old Grenache vines at Krondorf, which thankfully survived the ‘Vine Pull Scheme’ in the 1980s, and I enjoy watching these gnarly vines come to life every year and provide us with yet another truckload, or two, of grapes.

Grenache, along with Shiraz, was one of the first varieties planted in the Barossa. It played second fiddle to Shiraz for many years and has recently enjoyed a well-deserved resurgence in popularity. It’s also Anette’s favourite to drink. But I do also find it hard to go past a big Barossa Shiraz - a wine with a fullbodied character and dark fruit flavours. Sometimes I’m sure that I can taste a bit of dried apricot in some of the wines we help produce. It always takes me back to those early days of walking the vine rows with my mum and picking apricots. It’s a reminder of how far we’ve come, and how much those roots continue to shape the journey.

YOUNG AND JACKSON’S LEADING LADY CHLOÉ TURNS

150

On Thursday 1 May 2025, Melbourne’s Young and Jackson Hotel hosted a heartfelt celebration to mark the 150th birthday of Chloé, their beloved nude painting that has quietly become one of the city’s most enduring cultural icons.

To honour the occasion, we caught up with Venue Manager, Megan Herring, to reflect on Chloé’s rich history, her place in Melbourne’s heart, and the stories that still echo through the walls of this iconic corner pub.

Q. What makes Chloé so special to Melbourne and to the Young and Jackson?

Chloé isn’t just a painting, she’s part of Melbourne’s story. She’s been hanging on the wall of Young and Jackson’s front bar since 1909, quietly watching generations come and go. She’s been a muse, a meeting point, a conversation starter, and at times, a source of controversy. But most of all, she’s been loved.

For many people, she’s a symbol of the city itself. Unapologetically bold, beautiful, and quietly resilient. People from all over the world still come in just to see her. And for those of us who work here, she’s like part of the furniture. Well, royalty, really. She’s the queen of the barroom wall.

Q. Tell us a bit about her journey to Melbourne and how she ended up behind the bar?

Chloé was painted in 1875 by Jules Joseph Lefebvre, a celebrated French artist. She first made a splash at the Paris Salon and then travelled to Australia for the International Exhibitions in Sydney and Melbourne. She was purchased from the Melbourne Exhibition by Dr Thomas Fitzgerald for 850 guineas, which was a fortune at the time.

She caused quite a stir when she was displayed at the National Gallery of Victoria in 1883. Strangely, the debate wasn’t really about her nudity. It was her hairstyle that ruffled feathers. Public pressure eventually led to her removal. Thankfully, in 1909, publican Henry Figsby Young, one of the founders of Young and Jackson, brought her here, where she found her true home. Since then, she’s only left the venue three times in more than a century.

Q. How did you mark her 150th birthday?

We wanted to do something that felt true to who Chloé is. Something that honoured her elegance, her history, and her place in the hearts of locals. Across the birthday weekend, we hosted a series of events celebrating art, history, and of course, hospitality. There was an invite-only cocktail party on May 1 (the date she debuted at the Paris Salon), a book club event with the author of Chloé, Katrina Kell, and a special public talk on Chloé’s history.

“People from all over the world still come in just to see her. And for those of us who work here, she’s like part of the furniture. Well, royalty, really. She’s the queen of the barroom wall.”

We also created a visual timeline and history wall featuring rare images from her early days in France through to her Melbourne debut and her many years in the pub, including her 2004 injury, and her visit to MONA in 2023. On Sunday, we hosted a live portrait painting event, with eight artists painting Chloéinspired works in a U-shaped formation around the bar. It was a warm, lively celebration full of regulars, locals, and visitors who all came to honour her.

Q. Have you heard any personal stories from regulars or visitors about their connection to Chloé?

So many! There’s a famous story of young women dressing as boys just to sneak into the men-only bar in the early 1900s to catch a glimpse of Chloé. She clearly had an impact even then.

During World War I and II, Young and Jackson became a meeting point for servicemen. Many would stop into the pub to see Chloé before heading off to war. She became a kind of unofficial wartime sweetheart, with stories of soldiers leaving notes and vowing to meet again at Young and Jackson when the war ended.

Q. Young and Jackson has its own place in Melbourne history. What are some of the venue’s most iconic features?

The pub itself is full of original charm. We’ve kept the pressed tin and plaster ceilings, some of the stained glass windows, and the original exterior tiles. One of my favourite stories is about the fireplace in Chloé’s Bar. It was rediscovered during renovations in the early 2000s and brought back to life. These little details give the place its character.

While Chloé is the star of the show, an article from the 1940s described the venue as a “miniature art gallery,” with hundreds of artworks lining the walls. Most are gone now, but it’s fascinating to know that the pub once had such a rich visual history.

CHLOÉ AT A GLANCE

THE WOMAN BEHIND THE LEGEND

Painted: 1875, by Jules Joseph Lefebvre

Model: Believed to be “Marie,” a young French woman whose tragic story adds emotional depth to the artwork. The tragedy stems from the belief that Marie, after a brief and difficult life, died by suicide shortly after the painting was completed.

Preservation: Professionally restored several times, though she’s aged far more gracefully than most who’ve spent over a century in a bar.

Cultural impact: Subject of poems, protests, and even songs. She was once nearly moved to a gallery, but Melburnians wouldn’t have it. She stayed.

Q. A pub this old would have some stories to tell. Maybe even some ghost stories?

Let’s just say, there are a few things that can’t quite be explained. Our team has reported footsteps in empty rooms and doors swinging shut without a breeze. The most infamous ghost story involves an apparition of a woman who was murdered outside the pub in the early 1900s, said to reveal her injured neck.

During WWI & WWII, soldiers would have one last drink under Chloé before heading off, and many made it their first stop when they got home. Young and Jackson was used almost like code during the war. If you knew about Chloé, it meant you were really from Melbourne or Australia. Soldiers would ask each other if they’d seen Chloé as a way to tell.

Another quirky tale? In the 1950s, when a fire broke out, the publican allegedly rolled barrels of Beer across the road to a nearby church before telling patrons about the blaze. Priorities! Squizzy Taylor, Bill Hunter and Cindy Lauper and plenty of homegrown talent have all graced the bar at Y&J over the decades.

It’s part of what makes this place magical. Whether it’s ghosts, legends, or just the weight of history, you can definitely feel something special in these walls.

“Young and Jackson was used almost like code during the war. If you knew about Chloé, it meant you were really from Melbourne or Australia.”

Q. What about food, drink and guests. Then vs. now?

We found an old menu from the 1950s. It was all pub roasts and cold cuts. By the 1980s, Chloé had her own upstairs bistro. Today? It’s classic pub fare with a modern edge. And yep, our bestselling item is still the humble parma.

It was a men’s only saloon until the fifties, but we get all sorts through the door these days. Tourists, sports fans heading to the ‘G’, music lovers going to shows, and plenty of regulars. We’re close to Flinders Street Station, so we’re a convenient stop for retirees, locals, and day-trippers.

“We’ve got Chloé’s Ale and Chloé’s Lager, brewed specially for us by Four Pines. We even revived an old favourite, Naked Ale, brewed by Beechworth, and we’ve collaborated with brewers like Mountain Goat in the past.”

And the Chloé experience lives on. Not just in stories, but in drinks too. We’ve got Chloé’s Ale and Chloé’s Lager, brewed specially for us by Four Pines. We even revived an old favourite, Naked Ale, brewed by Beechworth, and we’ve collaborated with brewers like Mountain Goat in the past.

Q. Would you say Chloé is part of the team?

She’s absolutely part of the team. The team often says good morning or good night to her. If you work here, especially behind her bar, you need to know her story. You’ll get asked about her daily. And really, what better job perk than working under the watchful gaze of Melbourne’s favourite muse?

ABOUT YOUNG AND JACKSON HOTEL

Established: 1861 (originally the Princes Bridge Hotel).

Name change: Renamed Young and Jackson in 1875, after the Irish-born business partners Henry Figsby Young and Thomas Joshua Jackson, took over the hotel.

Location: Prime spot opposite Flinders Street Station, now Federation Square.

Wartime legend: Soldiers would toast to Chloe before heading off to war. She became an unofficial wartime sweetheart.

Heritage listing: Original architectural details lovingly preserved.

Solbevi:

Bringing the Amalfi Coast to Australia, one can at a time

Solbevi, a standout newcomer to the Premix category, is making waves with its ‘world-first’ Limoncello Spritz in a can. Founded by Stefan Di Benedetto, the brand has brought a slice of the Mediterranean lifestyle to Australian fridges, combining tradition, innovation, and a passion for sharing unforgettable moments.

The journey of Solbevi is deeply rooted in family and tradition. As a second-generation Italian, Stefan Di Benedetto grew up with a love for his family’s recipes, particularly homemade Limoncello. “Some of my fondest memories are of sitting under grapevines or by the beach with family and friends, sipping on Limoncello, laughing, and creating lifelong memories,” he recalls.

The idea for Solbevi was born during the COVID pandemic when Stefan began making Limoncello as a hobby. It quickly gained popularity among family and friends. While he enjoyed drinking it straight, his girlfriend found it too strong, leading him to experiment by adding soda water to create a spritz. “Sitting on Nonna’s balcony, we were both sipping on a Limoncello Spritz and realised how appealing and unique it was. That’s when the idea struck that this is something that could, and should, be enjoyed by everyone.”

The brand name, Solbevi, reflects the Mediterranean essence of the product. Derived from the Italian words ‘sole’ (sun) and ‘bevi’ (drink), it encapsulates the sunny moments, refreshing drinks, and meaningful connections that Stefan wants to share with the world.

Customer response and growing popularity

Since its launch, Solbevi’s Limoncello Spritz has received overwhelmingly positive feedback. Many Australians were unfamiliar with Limoncello, which had traditionally been regarded as a niche Italian Liqueur, so Stefan set out to change that perception by showcasing the versatility of Limoncello in a modern, approachable format.

“Tastings have revealed just how quickly customers have embraced it. People are drawn to the product not just for its flavour but because it evokes a sense of the Mediterranean lifestyle - those sunny afternoons, relaxed gatherings, and shared moments,” said Stefan.

Interestingly, while the brand initially expected younger consumers to be the primary audience, interest has spanned across all age groups. The light, sessionable nature of the Spritz has proven especially appealing. Customers have described the product as refreshing, unique, and perfect for creating memorable moments.

“We want to create a brand that resonates with people across cultures and brings them together.”

A launch backed by Endeavour Group

Solbevi’s big break came through a partnership with Dan Murphy’s. The product’s trial phase began in 2023 with just 10 stores, but its rapid success saw it expand to 30 stores and eventually 113 stores within months. By August 2025, it will be in all Dan Murphy’s stores and selected BWS stores.

Key to this success was the belief and support of the EDG Premix Team, who were captivated by the product’s vibrant design and innovative concept. “They were drawn to the idea of a Limoncello Spritz in a can,” Stefan shared.

However, rapid growth brought its challenges. Operating out of his mother’s garage, Stefan found himself scrambling to meet demand. “There were pallets of stock in the driveway, and I had no warehouse or logistics setup. It was chaotic, but with some ingenuity and a lot of stress, I managed to organise a third-party logistics provider to get stock out on time,” he said.

Despite the hurdles, Stefan believes Endeavour Group’s guidance and encouragement proved invaluable. “The team believed in me and the product. They supported a small business having a crack,

which meant so much to me, especially after leaving a high-paying construction management career to pursue this dream.”

The launch at Dan Murphy’s marked a milestone for Solbevi, showcasing the first-ever Limoncello Spritz in a can and the partnership became the springboard for the brand’s growth.

As a result, Solbevi continues to soar –with the popular Spritz now onboard Qantas flights and in Qantas lounges.

A vision for the future

Looking ahead, Stefan has ambitious plans for Solbevi. His dream is to see the brand in venues worldwide, embodying the sunny, relaxed Mediterranean lifestyle. “It’s about evoking the joy of sitting by the Amalfi Coast with family and friends, sharing meaningful moments,” he said.

Asia has become a key growth market for Solbevi, with plans to expand globally while staying true to its core values of connection, quality, and authenticity. “We want to create a brand that resonates with people across cultures and brings them together. It’s about building something that lasts and inspires people to savour life’s simple pleasures wherever they are in the world.”

Nikki Bull, General Manager, Merchandise Operations & Transformation.

Get to know Nikki Bull

Our new General Manager of Merchandise Operations and Transformation.

Tell us a bit about yourself

I’ve worked in retail for over 15 years now, across various roles including commercial finance, financial planning and analysis, end to end business management, and store operations. I started my retail journey at Marks & Spencer in the UK in finance partnership roles across logistics, planning and analysis before getting an opportunity to head up the International Finance team covering both commercial and financial control. I moved back to my home town of Melbourne in 2013, where I spent seven years at Coles in various Head of Finance roles before joining Endeavour in 2020.

“I’ve worked in retail for over 15 years now, across various roles including commercial finance.”

I joined as the General Manager of Finance for Dan Murphy’s where I had the amazing opportunity to partner with the Managing Directors: then Alex Freudmann, and later Agi Pfeiffer. I also had the pleasure of partnering with the rest of the leadership team across the entire retail operation. This was a sensational opportunity which allowed me to understand what it takes to open the doors of a retail business each day.

I then moved across to Specialty businesses; overseeing Jimmy Brings, Shorty’s and Langtons, which involved redefining their strategic direction and purpose within the Group. After

“I’m someone who likes to roll up my sleeves and get stuck in.”

What are you looking forward to in this new role?

successfully driving the integration of Shorty’s into Dan Murphy’s, creating a partnership between Milkrun and Jimmy Brings and creating a growth plan for Langtons, I have now moved into the GM of Merchandise Operations & Transformation role. Although this is my first official role in merchandise, I’ve had a lot of experience seeing how all the pieces fit together from my various roles.

I’m someone who likes to roll up my sleeves and get stuck in, whether that’s solving a problem, simplifying a process, or helping a team bring an idea to life. I really enjoy working cross-functionally and finding practical ways to make things happenand now I’m looking forward to working more closely with suppliers and learning another side of the business in more detail.

I think there is so much opportunity to understand our customers together and leverage technology to develop new products and experiences to predict and meet their needs.

What do you love about liquor?

What’s not to love? The industry is filled with lots of great people who love working hard but having fun while doing it. It’s also really inspiring to be part of a category that is grounded in celebration and occasions that bring people together.

What is the biggest opportunity you see for the way we partner with suppliers?

I think we need to come together around a common goal: our customer. With each day that passes, it’s becoming clear that whoever can anticipate and deliver against the emerging needs of our customer will not only win, but drive the long-term sustainability of our industry.

“I think we can always do a better job delivering against the basics with excellence.”

Further to that, I think we can always do a better job delivering against the basics with excellence; supply, promotional planning, pricing, range reviews, trade planning. While not necessarily ground-breaking, my time spent in retail operations has taught me that the basics can make you or break you.

Top 3 facts:

1. I am a dance mum! I have two young girls who are obsessed with dance so while I’m not working I’m being a taxi driver, learning how to do makeup and quick changes, and watching dance competitions.

2. I have my WSET level 2, which was a lot harder than I expected but absolutely worth doing.

3. For my own personal wellbeing, I regularly do reformer pilates and walk my dog.

Insights Report

This is a pivotal moment for our business. After taking a hard look at the key macro trends shaping our categories, we’ve zeroed in on the critical growth drivers - or as we call them, the Jobs to be Done - that we believe will set Liquor up for long-term success in Australia

We know we can’t tackle these challenges and opportunities alone. That’s why we recently wrapped up a series of Category Deep Dive sessions with our supplier partners, digging into these category jobs and surfacing big opportunities for how we can better meet the changing needs of consumers together. The feedback we received was overwhelmingly positive, and we want to thank everyone who leaned in and contributed.

Across the board, we’re seeing major shifts: a rising preference for mindful drinking and lighter, more sessionable styles, combined with cost-of-living pressures that are reshaping value perceptions and purchase behaviors. It’s not just about what people are drinking, it’s about how, when, and why they’re choosing it, and that’s what’s ultimately shaping category performance.

James Marinelli, Head of Category Strategy and Insights

Each category comes with its own challenges and opportunities. Premix is booming but needs to keep pace with generational change and constant innovation. Spirits faces the tough task of staying relevant with younger drinkers while managing the decline in traditional segments. Beer & Cider must shift perceptions, especially with younger audiences, while tapping into mindful, premium, lighter styles. And Wine needs to rethink its offer for a new generation of drinkers. There’s no onesize-fits-all as each space requires tailored strategies and a sharp understanding of what’s really driving consumer decisions.

We believe the strategies we’ve laid out provide a clear roadmap for where the liquor industry is heading next. Whether it’s reimagining the path to purchase, innovating with new flavors, embracing digital, or doubling down on customer education, these insights challenge all of us to get fit for the future.

Happy reading!

- James

Deep Dive: Total Liquor

Discover the latest trends, strategic opportunities, and evolving customer behaviours shaping the industry as we deep dive into the nuances of our category.

The Liquor industry is undergoing significant transformation, driven by shifting customer behaviours, emerging trends, and evolving drinking occasions across all categories. As customers become more intentional and discerning in their decision-making, the landscape is being reshaped by preferences for mindful consumption, lighter styles, and value-driven options. These changes are influencing not only what customers drink but also how, where, and why they choose to enjoy their beverages, presenting exciting opportunities for innovation and growth within the industry.

What’s currently trending with customers

Penetration Growth

Trend #1

Meaningful connections

A shift to small, social catch-ups from everyday, at-home occasions.

The trend towards meaningful connections is continuing to reshape the Liquor landscape as customers become more intentional about their drinking occasions. We’re seeing a decline in relaxed, athome occasions, such as unwinding alone or with a partner, while smaller, informal social catch-ups are on the rise.

These social occasions tend to have higher serves per session, but their overall frequency is lower than that of everyday, at-home occasions resulting in net volume decline across the Liquor category.

For suppliers, this structural change in the occasion landscape presents significant opportunities. Products that cater to these smaller, social gatherings such as versatile, crowd-pleasing options that can be shared are likely to resonate strongly. There’s also scope to develop premium offerings that enhance the quality of these experiences and align with customers’ focus on connection and choicefulness.

#2

Across all categories, lighter, more sessionable styles

Trend #2: Lighter styles

Across all categories, lighter, more sessionable options are driving growth. The evolving occasion landscape is directly influencing the types of products customers seek, with lighter, sessionable styles taking the lead. These styles are ideal for social, up-tempo gatherings, where customers prefer beverages that are sessionable, refreshing, and widely appealing.

across categories:

Beer

Sub-categories like low-carb, mid-strength, and lighter-flavoured Beers (e.g., Lagers and Hazy Pale Ales) are outpacing heavier, more full-flavoured options.

The customer preference shift towards lighter, more sessionable styles is evident across all Liquor categories. This trend reflects a growing demand for beverages that can be enjoyed without overwhelming senses, suitable for extended social occasions. In the Beer category, there has been notable growth in lower IBU Beers, such as Lagers and Hazy Pale Ales, which offer a milder taste and broader appeal. This also highlighted within the Craft segment and versatile for various social settings. The Spirits category has also seen a rise in lighter Mixers and Cocktails, emphasising

Wine

Sparkling Wines, Rosé, and single-serve

Spritzers are performing strongly, reflecting the shift towards approachable, versatile choices.

Premix

Vodka-based Premix drinks and flavoured options are leading growth, particularly those that are sessionable and flavour-forward.

Category Performance

Growth by Category

Growing Category Share

• Sparkling Wine

• Spritzer Single Serve/Misc

• Cask Wine

• Rose Wine

• Low Carb Beer

Declining Category Share

• Red Wine

• Champagne

• White Wine

• Full Strength Beer

• Premium Beer International

• Craft Beer Australian

• Mid Strength Beer

• Ginger Beer

• Stout

• Cider - Apple

• Agave

• Vodka

• Liquor - Miniatures

• Aperitifs & Digestifs

• Premix Vodka

• Premix Whisky

• Cider - Flavoured

• Cider - Pear

• Gin

• Liqueurs

• Rum

• Pre Batch Cocktail

This trend is not limited to younger generational cohorts; it is a broader macro preference across all age groups. Customers are gravitating towards lighter styles for their versatility and alignment with mindful consumption behaviours.

• Premix Bourbon

• Premix Seltzer

• Premix Gin

• Premix Rum

Suppliers have the opportunity to expand premium lighter styles, catering to customers who are looking for balance between elevated experiences and sessionable options.

Premix

Cider Wine Spirits Beer

Changing Generational Preferences

Growth by Generation

Growing Category Share

• Premix Vodka

• Mid Strength Beer

• Low Carb Beer

• Sparkling Wine

Growing Category Share

• Premix Vodka

• Mid Strength Beer

• Sparkling Wine

• Low Carb Beer

Growing Category Share

• Premix Vodka

• Mid Strength Beer

• Low Carb Beer

• Agave

Declining Category Share

• Premix Bourbon

• Premix Seltzer

• Vodka

• Gin

Declining Category Share

• Premix Seltzer

• Gin

• Premix Bourbon

• Full Strength Beer

Declining Category Share

• Premium Beer International

• Whisky

Growing Category Share

• Premix Vodka

• Low Carb Beer

• Mid Strength Beer

• Sparkling Wine

Growing Category Share

• Low Carb Beer

• Premix Vodka

• Mid Strength Beer

• White Wine

Growing Category Share

• White Wine

• Rose Wine

• Premix Bourbon

• Gin

Declining Category Share

• Full Strength Beer

• Premium Beer International

• Gin

• Premix Bourbon

Declining Category Share

• Full Strength Beer

• Premium Beer International

• Gin

• Premix Bourbon

Declining Category Share

• Fortified Wines

• No Alcohol Beer

• Full Strength Beer

• Mid Strength Beer

• Cask Wine

• Premium Beer International

Trend #3

Value seeking

Shifts into economical pack sizes and Ultra-Convenience.

Cost of living pressures are driving value-seeking behaviours across the Liquor market, with customers adapting their purchasing habits to maintain access to preferred products while managing budgets.

Suppliers should consider balancing affordability with customer expectations around quality and convenience. Products that help customers weigh up value such as trusted brands in larger formats at lower cost per litre or premixed solutions that save time, will resonate strongly with budget-conscious customers.

Value-based opportunities:

• Economical pack sizes: Larger formats and multipacks are gaining popularity, with customers seeking cost-per-litre savings.

• Downgrades in format: Customers are shifting from slabs to smaller pack sizes (e.g., four-packs and ten-packs) to hit absolute price points.

• Ultra-Convenience: Ready-to-drink formats and compact packaging are becoming more desirable, as convenience factors into customers’ value equations.

Fastest-growing sub-categories

Non-Alcoholic Spirits & Beers

Low-Carb & Mid-Strength Beers

Premium Sparkling Wine

Ready-to-Drink Cocktails

Value Pack Sizes (larger formats, multipacks)

Vodka Premix

Ginger Beer

Sales growth contribution by flavour

Tropical Fruits (mango, passionfruit, pineapple)

Citrus Blends (lime, lemon, yuzu)

Ginger & Spice

Botanical & Herbal Notes

Deep Dive: Beer & Cider

The world of Beer and Cider is bubbling with change as customer tastes evolve, lifestyles shift, and more people lean into mindful drinking and premium, exciting new options. At this year’s Beer

and Cider Deep Dive livestream, we tapped into the latest trends shaking up the scene. The takeaway? There’s never been a better time to team up and create something incredible.

Trend #1

Mindful choices

Low-carb, mid-strength, and zero%* alcohol options are here to stay.

Mindful choices are no longer just a trend – they’re becoming a staple of how Aussies drink, with full strength Beer declining since 2020.

Low-carb beers are leading the charge, experiencing impressive growth and these brews are certainly hitting the sweet spot for customers.

Mid-strength Beer continues to expand beyond its Queensland stronghold, gaining popularity nationwide. With an approachable flavour profile and sessionability, mid-strength options are proving to be a go-to for social occasions.

Low-carb Beer continues to appeal to customers focused on mindful consumption.

*Contains not more than 0.05% ALC/VOL

Customers are also increasingly keeping a six-pack of zero*-alcohol Beer on hand for whenever the moment calls for it. This growing demand highlights a significant shift towards balance and flexibility in drinking occasions.

Interestingly, it’s not just the younger crowd driving this shift. Gen X is jumping on board too, mixing in mindful options with their regular Beer habits. Looking ahead, it’s all about expanding the range of lower alc options and giving the Light Beer segment a bit of a modern makeover to keep pace with what customers are seeking.

Mid-strength Beer seen growth in popularity in Australia.

Zero%* alcohol Beer remains a smaller but steadily growing segment.

Trend #2 Premium lighter styles

Sessionable Beers meet premiumisation

Sessionable Beers are stepping into the premium spotlight, offering a fresh opportunity to bring Gen Z males into the Craft Beer fold. To do this, it’s all about delivering the right balance - combining the stylish craft aesthetics they love with approachable flavours, reasonable pricing, and smart placement.

Premium, more sessionable Beers are proving to be a hit, especially those supported by standout brewing expertise. These refreshing options are perfectly positioned to appeal to customers looking for that sweet spot between quality and value.

Lighter and sessionable Craft styles are in growth such as Hazy, Summer/Session Ale and XPAs.

For suppliers, it’s the ideal moment to lean into this trend by creating highquality Beers that encourage customers to trade up by offering the looks with more accessible, sessionable liquids.

The shift is clear: heavier Craft Beer styles like Wheat Beers, IPAs, and Amber Ales are on the decline, signalling an appetite for more sessionable alternatives. By introducing lighter, smoother styles, there’s a real opportunity to deliver sessionable liquids and brands that inspire customers to trade up - especially among Gen Z males. With refreshing, approachable brews, we can help this group find their way into more premium offers, creating an onramp to Craft Beer.

Japanese Lager is now the #2 International Beer style, behind Mexican. This is driven by the approachable and dry flavour profile and brands that appeal to younger consumers.

Maintain momentum of Premium Lighter Styles and give shoppers a reason to trade up on sessionable lower bitterness styles.

Trend #3

Ginger and Flavoured Beers

Continue momentum with next wave of flavour exploration.

Flavoured beers, with Ginger Beer leading the charge, have gone from being a quirky niche to a crowd favourite - and it’s the younger drinkers, like Gen Z and younger Millennials, who are driving this boom. Why?

Consumers love the sociability of Beer but the taste (bitterness) remains the number one barrier, particularly for females and younger consumers. Ginger Beer is the perfect alternative.

The opportunities here are huge, especially for suppliers ready to get creative. Think bold, exciting new flavours or even low sugar or higher alcohol by volume (ABV) options that stand out from the pack.

Gender-neutral branding is also a big win, helping these products appeal to a broad, diverse audience. And rather than flooding the market with a tonne of ideas, fewer but bigger innovation launches, backed by eye-catching marketing campaigns, can go a long way.

“Fewer but bigger innovation launches, backed by eye-catching marketing campaigns, can go a long way.”

By pushing the boundaries in flavour exploration and doubling down on innovation, Ginger and Flavoured Beers are perfectly placed to keep their momentum rolling and drive growth across the Category.

Ginger Beer is the second fastest growing segment over the last year.

Growth coming through from range differentiation across low sugar and higher ABV.

Gen Z over indexes in customer penetration of Flavoured Beer.

Beer and Cider Jobs to be done for F26+

These detailed strategies aim to address specific customer needs and trends within the Category, ensuring that we continue to lead in market innovation, customer engagement, and satisfaction.

Growth Frontiers

Mindful Choices

Better align to customers’ lifestyle goals.

Accelerate Ginger & Flavoured

Continue momentum with next wave of flavour exploration & drive trial with underserved audiences.

Craft Connection

On board Gen Z males into Craft faster by delivering Craft aesthetics with sessionable styles, accessible prices & improve local range relevance.

Cider Glow Up

Drive Cider reappraisal with MilZ through new ‘cool’ brand entrants & pushing the boundaries in flavour & benefit.

Exclusives

Drive retailer differentiation and loyalty with exclusive brands, activations and first to markets.

Invite MilZ Females

Recruit MilZ females by increasing suitability of Beer by better meeting taste preferences & aspirations.

Premium Lighter Styles

Give shoppers a reason to trade up on sessionable lower bitterness styles.

Ease of Shop

Optimise space & reduce friction to purchase, ensuring we deliver the right range in the right stores.

Let’s shine a spotlight on a few of these:

1. Craft connection

Objective: To maintain Craft’s premiumisation of the Beer Category while driving growth through lighter styles, local brands, and customer education.

• Lighter styles in Craft to target Gen Z: Focus on sub-categories like XPA, Session Ales, and Summer Ales, which are winning with consumers due to their approachable and sessionable qualities.

• Local Craft brands: Highlight hyperlocal brands that perform strongly within their communities and ensure the right range is in the right stores to meet customer demand.

• Customer education: Support emerging trends and the local Craft community through targeted messaging, events, and in-store activations that educate customers on Craft Beer’s unique appeal.

2. Mindful choices

Objective: Amplify the mindful Beer choices trend by expanding the low-carb, midstrength, and zero*-alcohol segments to meet evolving customer lifestyles and values.

• Lifestyle alignment: Cater to customers with products that balance intentional awareness, such as low-carb Beers, light Beers as well as mid-strength options, whilst continuing to strengthen zero* alc offerings.

• Growth focus: Support the increasing relevance of mindful Beer choices through NPD, marketing campaigns, and in-store activations that meet flavour profile needs and maintain momentum in this space.

• Year-round relevance: Build on insights showing that mindful options like zero*-alcohol Beers are becoming part of regular lifestyle choices, even outside peak months.

*Contains not more than 0.05% ALC/VOL

3. Accelerate Ginger and Flavoured Beer

Objective: Stay ahead in the Ginger and Flavoured Beer segments by driving differentiation and innovation to attract younger drinkers and expand the Category.

• Bold flavours: Explore exciting new flavours and functional attributes like low sugar and higher ABV to keep customers engaged.

• Gender-neutral branding: Introduce lighter and refreshing styles with branding that resonates across demographics, addressing barriers for non-traditional Beer drinkers.

• Marketing momentum: Boost marketing campaigns behind Ginger and Flavoured Beer to sustain growth and ensure fewer but bigger launches that create impact.

4. Premium lighter styles

Objective: Drive premiumisation within lighter Beer styles to meet customer demand for refreshing, less bitter options during key seasonal and celebratory occasions.

• Premium options: Expand lighter Beer offerings from brands with strong brewing credentials, encouraging customers to trade up for special events or seasonal moments.

• Evolving tastes: Address changing customer preferences by promoting premium lighter styles as a refreshing, sessionable alternative with reduced bitterness.

• Innovation opportunities: Collaborate to deliver high-quality products that align with evolving consumer expectations for lighter, premium Beer styles.

• Invite MilZ females: Recruit MilZ females by increasing suitability of Beer by better meeting taste preferences and aspirations.

5. Cider glow up

Objective: Reinvigorate the Cider sub-category by introducing modern premium brands and flavours for Millennials and Gen Z.

• Emerging trends: Focus on higher ABV, bold flavours, and low sugar options to reignite excitement in Cider while continuing to support traditional brands for older generations.

• Cost of living advantage: Leverage Cider’s better value per litre compared to other categories to attract budgetconscious shoppers.

• Innovative branding: Develop compelling premium brands with fresh, modern imagery to rebuild Cider’s relevance among younger drinkers.

6. Ease of shop

Objective: Simplify the Beer category navigation to address barriers for Gen Z and improve customer confidence across all segments.

• Getting it right: Focus on ensuring the Beer category is optimised for the right stores, offering the right product range, and aligning with the right seasonal opportunities. This includes tailoring the range to meet local preferences and needs while capitalising on peak demand periods. We also want to make sure macro space is optimised to support growing categories.

• Omnichannel alignment: Align marketing messaging, point of sale materials and online navigation to create seamless experiences for the in-store & Ultra Convenience customer.

• Customer insight: Use data-driven insights to refine category range, to ensure the right stores are optimised for the right time of year. Aligning merchandising flow to better service our customers' shopping behaviours.

“At the heart of every winning strategy is a solid foundation.”

“But it’s not just about ticking boxes - it’s the executional excellence that really makes the difference.”

A Note from Gill Webb, Head of Beer and Cider

Back to basics: Why the fundamentals matter

At the heart of every winning strategy is a solid foundation, and for the Beer and Cider categories, it’s all about nailing the fundamentals. Having the right product, at the right price, in the right store might sound simple, but it’s what sets great strategies apart from the rest. These fundamentals are the secret sauce that keeps customers coming back for more while driving growth for our supplier partners.

But it’s not just about ticking boxes - it’s the executional excellence that really makes the difference. Think optimised store layouts that make it easier for customers to find their favourites (or discover something new), eye-catching

marketing activations that grab attention and spark excitement, and clever promotional strategies that offer real value while encouraging trade-up opportunities.

By focusing on these essentials and pairing them with innovative thinking, we can continue delivering what customers want while helping suppliers thrive. Whether it’s bold new flavours, premium lighter styles, or mindful options, getting the fundamentals right ensures that everything we do counts. It’s all about combining consistency with creativity to build a Beer and Cider category that’s as dynamic and exciting as the customers it serves.

The Jobs to Be Done reflect our commitment to driving growth in the category while meeting evolving customer needs. By focusing on mindful choices, lighter styles, local Craft, and innovative flavours, we can ensure Beer & Cider remains relevant across all occasions and demographics.

There’s work for us to do, and there’s work for you to do - but together, through collaboration and a shared focus on customer insights, we can create compelling products and memorable experiences.

Together, let’s continue to innovate, push boundaries, and elevate the Category to new heights.

Cheers to an exciting year ahead seeing all of that come to life in the Beer and Cider category!

Gill Webb, Head of Beer and Cider

Meet the team

CM BWS Trading Beer & Cider

Stephanie Petracca

ACM BWS Harry Lao

ACM Dan’s Michael Visser ACM BWS Noah Narkle

ACM Dan’s Ruma Alag ACM

Jason Hirsch

ACM Dan’s

Margaret O’Donnell

CM Dan’s Trading Beer & Cider Jody Liddle

Endeavour Range and Innovation

Deep Dive: Spirits

The Spirits category continues to evolve in response to changing customer occasions, broader market trends, and economic pressures. Explore the insights underpinning growth opportunities and strategies for sustainable success in this dynamic space.

Trend #1 Lighter Styles

Sessionable, lighter options are driving growth across all Spirits sub-categories.

Customer preferences for lighter styles continue to shape sales across all categories. Products that are lighter in flavour and carbs are outperforming heavier, bolder alternatives, particularly in social settings.

Lighter styles are not only recruiting new customers into the Spirits category but also retaining existing ones by staying relevant to evolving occasion needs.

Agave: Tequila and Mezcal continue to lead growth, driven by customer interest in cocktailing and flavour exploration.

Vodka: A staple across all demographics, Vodka’s versatility and neutrality position it as a reliable choice for both casual and premium occasions.

Limoncello and Aperitifs: Showing strong growth, particularly among younger generations, as customers embrace flavour-forward, sessionable options in Beer and Premix.

Trend #2

Younger Millennials driving decline, Gen Z driving growth

Whilst Younger Millennials are disproportionately driving decline in the Spirits category with cost of living pressures and at-home occasions changing their purchasing decisions, Gen Z is emerging as a key growth demographic.

Spirits

Growth by Generation

Gen Z’s growing share of the customer base is driving category performance in segments like Agave and Vodka, while traditionalist customers are organically declining as they age.

Growing Category Share

• North American Whisky

• Vodka

• Agave

Declining Category Share

• Gin

• Whisky

• Rum

*Contains not more than 0.05% ALC/VOL

• World Spirits

• Liquor - Miniatures

• Aperitifs & Digestifs

• Liqueurs

• Pre Batch Cocktail

• Zero%* Alcohol

• Brandy

Younger Millennials have continued to feel cost of living impacts, with customers continuing to leave the category with price being a key lever.

Category share amongst Gin and Rum has declined, as it loses relevance with Older Millennials and Gen X.

Gen Z has shown strong affinities with lighter based Spirits, with Vodka and Agave based Spirits having the most relevance to MilZ.

“Customers are adapting their spending habits to maximise value.”

Trend #3 Value Seeking

Customers are seeking better value propositions and are switching into more affordable options.

Economic pressures are reshaping customer purchasing decisions across the Spirits category, with valueseeking behaviour becoming more

Trading up to larger pack sizes: Customers are opting for 1L bottles over 700ml to achieve better cost-per-litre savings.

evident. Customers are adapting their spending habits to maximise value.

Balancing affordability with customer expectations around quality and innovation will be crucial in maintaining relevance within the category.

Shifting to more affordable alternatives: Some customers are moving from premium Spirits or switching into other categories like Beer and Premix.

Strategic gifting: Events like Black Friday are being leveraged for premium Spirits at discounted prices, highlighting customers’ desire for quality at accessible price points.

Spirits jobs to be done for F26+

To address the challenges and opportunities within the Spirits category, we have identified six key strategic priorities, divided into two pillars: Growth Frontiers and Maintain Momentum.

Growth Frontiers

Keep It Simple

Promote simple serves to make it easier for customers to choose spirits in more wind down, at home occasions.

Accessible Premiumisation

Increase trial of premium products by addressing price accessibility barriers.

Next Gen Dark

Give younger customers dark spirit offers that are relevant to their lower tempo occasions.

Maintain Momentum

Expand Gifting Occasions

Drive mental availability of gifting beyond well established occasions.

Confident Cocktailing

Educate along the path to purchase to inspire customers to cocktail during higher tempo occasions.

Accelerate Tequila

Drive penetration of Tequila and other Agave offers through education and simple serves.

Growth Frontiers

Keep it simple

Objective: To promote simple serves to make it easier for customers to choose Spirits in more wind down occasions.

• Promote simplicity: Simple serves, such as Gin and Tonic, and Bourbon and Cola, are the way customers are consuming most frequently.

• Promotional optimisation: We want to see more everyday marketing communications around simple serves highlighting versatility and easy mixing.

• Digital optimisation: Leverage digital assets to drive bundling.

Accessible premiumisation

Objective: Break down barriers to premium Spirits, such as price points, through trial formats, exclusives, and marketing.

• Price optimisation: High entry price points into premium ranges present a risk and potential barrier to our customers which prevents trial. Over 50% of customers have indicated that they would like to buy more premium ranges.

• Elevating engagement with ‘premium’ language: Aim to enhance customer engagement by dialling up sophistication, quality, and exclusivity in marketing communications for simple serves, creating a more engaging and aspirational customer experience.

• Expanding range architecture for ‘premium’ laddering: Offering a variety of options that elevate the consumer experience and perception of value.

• Amplifying limited and small-batch releases: Enhance the focus on limited and smaller releases to create a sense of exclusivity and rareness elevating the consumer experience and highlighting the premium nature of offerings.

Next gen dark

Objective: Innovate and adapt Dark Spirits offerings for our younger customers to future-proof the sub-category.

• Flavour innovation: Develop and introduce new flavours or limited-edition releases that cater to the taste preferences of younger customers, who are looking for familiar flavours that are relevant to their lower tempo occasions.

• Brand partnerships: Collaborate with popular figures or brands that resonate with customers to enhance brand visibility and appeal.

• Targeted marketing: Amplify product relevance of Dark Spirits to younger audiences.

• Smaller formats: Leveraging smaller formats to drive product trials and harness key price points.

Maintain Momentum

Expand gifting occasions

Objective: Position Spirits as a versatile, everyday option and drive mental availability of gifting beyond well-established occasions.

• Amplify ease of shop: Create a streamlined and user-friendly process that makes it simple and enjoyable for customers to browse and purchase by leveraging off location and gifting formats. We want customers to feel that Spirits are effortless to purchase as a gift.

• Deliver customer relevance: Tailor products, services, and marketing strategies to meet the unique needs and preferences of the customers.

• Offer accessible price points: Align our pricing with customer expectations while maintaining value for money and competitiveness in the market.

Spirits leads as the strongest overall category for customer engagement and sales during key gifting timelines.

During Christmas week, Spirits becomes the number one category within liquor.

Glass Spirits account for almost 70% of overall alcohol gifting occasions.

“The Spirits category is at a fascinating crossroads.”

Confident cocktailing

Objective: Overcome barriers to home cocktail-making through education along the path to purchase with bundles, and on-premise inspiration.

• Promotional bundling: Effectively drive cross-category affinities by encouraging customers to explore complementary products, enhancing convenience, and delivering perceived value.

• On-premise connection: Provide engaging on-site education to address the decline in cocktail consumption post-COVID by offering practical demonstrations, tips, and resources that simplify the cocktail-making process and build customer confidence.

• Educational initiatives: Develop and promote easy-to-make cocktail recipes that simplify the cocktail-making process and make it more accessible for ‘at-home’ entertainers. For example, a QR code on-shelf, neck tag featuring the recipe etc.

Accelerate tequila

Objective: Drive penetration of Tequila and Agave offers through education and simple serves.

• Strategic communications: Help customers understand Tequila through occasional relevance and ways to consume Tequila.

• Visual merchandising: Visual merchandising opportunities to help consumers understand the intricacies of Tequila and individual elements of different blends of Tequila types.

• Educational initiatives: Build on Tequila’s phenomenal growth by enhancing customer education and connecting Agave Spirits to understand the versatility of the Spirit and building on familiar flavour profiles.

“Our role as a team is to support you in navigating this exciting yet complex landscape.”

Sarah Hall,, Head of Spirits & Premix

A Note from Sarah Hall, Head of Spirits & Premix

The Spirits category is at a fascinating crossroads, evolving alongside shifting customer behaviours, broader market trends, and the undeniable impact of economic pressures. While challenges are present, so too are the opportunities for growth, innovation, and deeper customer engagement. Together, we have the chance to shape the future of this dynamic category, ensuring it remains vibrant, relevant, and sustainable for years to come.

Customer preferences are shifting rapidly. The rise of sessionable, lighter styles reflects the growing demand for versatile options. Agave Spirits, Vodka, and Aperitifs are leading the charge, reshaping how customers interact with the category. At the same time, economic pressures are driving value-seeking behaviours, with customers exploring larger pack sizes, trading down, or seeking affordability without compromising on quality.

Younger Millennials, impacted by cost-of-living pressures, are reshaping their purchasing habits, while Gen Z is emerging as a key growth demographic. This generational shift underscores the importance of staying relevant to evolving needs and occasions.

To drive sustainable growth, we must focus on innovation and accessibility. Lighter styles are recruiting new customers while retaining existing ones. Accessible premiumisation, through trial formats and exclusive offerings, is breaking down barriers to premium Spirits. Gifting occasions continue to expand, with Spirits leading the way in customer engagement. And confident cocktailing is overcoming barriers to at-home cocktail-making, making it easier and more enjoyable for customers to experiment and create.

Our role as a team is to support you in navigating this exciting yet complex landscape. Whether through targeted marketing, strategic pricing, or enhanced educational initiatives, we are here to help you unlock opportunities across all sub-categories. Together, we can inspire customers, foster loyalty, and ensure that the Spirits category remains a cornerstone of the Liquor industry.

As we look ahead to FY26 and beyond, I encourage you to embrace these trends and strategies with confidence. By working together, we can deliver value, elevate the customer experience, and ensure that the Spirits category thrives in the face of change.

Meet the team

Trading - Retail Brands Pricing & Promotions

Head of Endeavour Spirits & Premix

Sarah Hall

CM BWS Trading (Spirits & Premix)

Calum Susko

ACM BWS Spirits

Tim Robinson

ACM Dan Murphy’s Spirits

Chris Schepers

ACM BWS Premix

Sandra Carbone

ACM Dan Murphy’s Spirits Katie Greenleaf

ACM Dan Murphy’s Premix

Brad Parkinson

CM Dan Murphy’s Trading (Spirits & Premix)

Georgia Stott

Endeavour Range and Innovation Finance, Insights & Pricing Optimisation

ACM

Craft & Local Spirits Ed Cass

CM Range (Dark Spirits -, Whisky NAW, Rum & Brandy, World Spirits)

Hamish Fyfe

CM Range (Commercial, Craft, Local, Cider) Fernando Fernandes

Finance Business Partner Spirits & Premix Vincent Lau

CM Range (Commercial, Craft, Local, Cider) Fernando Fernandes Category Optimisation Manager Spirits & Premix Adam Ziegler

Category Insights Spirits & Premix Jackson Kis

CM Range (Commercial, Craft, Local, Cider) Fernando Fernandes

Customer Value Manager Spirits & Premix April Yeung

CM Range (Premix) Rachael Smoker

CM Range (Light Spirits - Vodka, Agave, Gin, Aperitifs/Digestives, Liqueuers, P/batched Cocktails & Non Alc) Finlay Gustus

Deep Dive: Premix

Premix continues to outperform other liquor categories, delivering growth that defies broader market trends. The Category is appealing due to its versatility, sessionability, and alignment with evolving customer preferences. With significant

growth contributions from lighter styles and flavourforward innovations, Premix is well-positioned to sustain its momentum. However, challenges such as declining penetration rates and headwinds in Dark Premix highlight the need for targeted strategies in F26.

Trend #1

Generational shifts in growth

Premix expands beyond younger generations.

While younger generations, particularly Gen Z, remain key drivers of Premix growth, Gen X has emerged as a resilient contributor, accounting for significant growth over the past year. Gen X customers are habitual and increasingly seeking new opportunities within the Category. This broader generational appeal reflects a shift in customer preferences, making Premix relevant across a wider demographic.

Growth has shifted from being driven exclusively by younger generations, with Gen X delivering highest $ growth.

Gen Z growth has stemmed primarily from lighter Premix styles, where previously it has been a mix of both lighter and darker styles.

Younger Millennials have seen a lower level of growth than Older Millennials, which is reflective of the impact of cost of living pressures.

Category Performance Overview

Premix

Growing Category Share

• Vodka

• Whisky

Declining Category Share

• Bourbon

• Rum

• Seltzer

• Gin

• Premix Others

Trend #2 New Product Development (NPD)

Innovation fuels growth in a fast-paced category.

The role of NPD has been pivotal to the performance of the Premix Category. In 2019, Premix NPD accounted for $1.50 out of every $10 in total NPD sales across Endeavour Group. By 2024, this contribution had grown significantly, with Premix NPD delivering $5 out of every $10 in NPD sales - a remarkable 3.3 x growth.

Flavour-forward innovations, especially those anchored in vodka-based products, have been particularly successful. Seasonal and limitededition releases create urgency and excitement, while bold collaborations and exclusive lines drive trial and strengthen the core Premix range.

“The role of NPD has been pivotal to the performance of the Premix Category.”

In 2024, NPD accounted for 11% of category sales yet drove a staggering 70% of growth.

Vodka has grown as a result of a significant amount of relevance across all generational groupings, driven by purposeful NPD.

Category growth has been driven primarily through familiar flavours, with over 70% of category growth coming from lemon flavoured products.

Trend #3

Light styles drive penetration

Sessionability remains king in social occasions.

Lighter, flavour-forward styles are outperforming darker Premix options, as customers seek sessionable and familiar flavours. While Dark Premix remains valuable due to repeat purchasing and brand loyalty, addressing headwinds in this sub-category is key to unlocking further growth opportunities.

“Address declining relevance in Dark Premix by developing new propositions.”

Dark premix is losing relevance with younger consumers.

The introduction of flavours and lighter styles has resulted in a presence of Premix in higher tempo occasions.

Tonic and Seltzer based premixes have lost relevance with younger consumers.

Premix jobs to be done for F26+

The Premix Category is primed for continued growth, but targeted strategies are essential to address current headwinds, maximise opportunities, and ensure sustained momentum. The following ‘Jobs to Be Done’ framework outlines the key priorities for F26, focusing on enhancing customer engagement, refining product offerings, and driving innovation across the Category.

Growth Frontiers

Re-imagine Premix path to purchase

Leverage prestore and instore triggers to deliver the right messages and experiences at the right moments

Maintain Momentum

Familiar Flavours

Popular and easy to understand flavours to drive recruitment and exploration

Dark Premix Evolution

New propositions to position dark premix to meet young consumers’ functional and emotional needs in wind down occasions

Give our regulars a reason to return

Retailer of choice for premix by delivering value and availability on every shop

Growth Frontiers

1. Re-imagine the Premix path to purchase Objective: Leverage pre-store and instore triggers to deliver the right messages and experiences at the right moments.

• Proactive evaluation of range performance: Regularly assess product performance to ensure shelves are stocked with high-impact, fast-moving items that resonate with customers.

• Strategic use of media platforms: Amplification in the right media platforms to generate mental availability of Premix, ensuring customers associate the Category with a variety of shopping missions.

• Tailor ranges to store-specific missions: Customise product offerings based on local shopper behaviour and store missions. For example, prioritise immediate consumption options at a local BWS and family stock-ups at the closest Dan Murphy’s.

• Increase availability with initiatives: Ensure consistent stock levels for high-demand items by maintaining a minimum of five days’ supply, reducing missed sales opportunities and building customer trust.

• Drive mental stock availability: Use impactful trade and marketing strategies, such as eye-catching displays and digital ads (e.g., “Try me for $4”), to keep Premix products top-of-mind for customers. Clear, memorable messaging enhances awareness and reinforces Premix as a go-to option in every shopping mission.

2. Evolve Dark Premix to build relevance for younger consumers

Objective: Address declining relevance in Dark Premix by developing new propositions to position Dark Premix to meet young consumers’ needs in wind down occasions.

• NPD for younger generations: Innovate liquids and brands that reflect younger generations’ lifestyles and values, such as sustainability, creativity, and authenticity.

• Innovate around wind-down occasions: Create products and experiences designed for relaxed settings, such as evenings at home or casual gatherings. Position Dark Premix as the ideal companion for unwinding, using packaging and messaging that evoke comfort and ease.

• Build strong messaging: Develop lifestyle-driven branding for Dark Premix that associates the sub-category with memorable occasions, such as outdoor adventures or ‘at-home’ events like BBQs or watching sport events. Use evocative storytelling to make Dark Premix synonymous with wind-down moments and enjoyment.

• Familiar flavours: Reinforce customer recruitment and exploration by offering bold, recognisable flavours alongside seasonal and limited-edition releases. This dual strategy strengthens the core range while encouraging trial and repeat purchases.

Maintain Momentum

3. Familiar flavours

Objective: Leverage bold and recognisable flavours to attract new customers while retaining existing ones, driving exploration and repeat purchases.

• Focus on recruitment and exploration: Introduce flavours that cater to both new customers and loyal shoppers, ensuring the range appeals to diverse taste preferences. Everyday favourites such as cola and lemonade remain key to engaging a wide audience.

• Leverage global flavour trends: Tap into global trends to create innovative flavour combinations that intrigue adventurous customers while maintaining familiarity for others.

• Seasonal and limited-edition releases: Drive excitement and create urgency with seasonal and exclusive offerings. These releases strengthen the core range and encourage trial, exploration, and repeat purchases.

4. Enhance value to give regulars a reason to return

Objective: Strengthen customer loyalty by delivering value propositions that incentivise repeat purchases and foster long-term engagement.

• Expanding flavours in familiar and flavour-led brands: Expand well known flavours and brands that are popular and easy to understand, to drive recruitment and exploration to align with current and future trends.

• Competitive pricing and bundle deals: Offer multi-pack discounts, exclusive bundles, or loyalty rewards to create value for regular customers and encourage repeat visits.

• Stock reliability: Ensure popular products are consistently available, reducing customer frustration and reinforcing trust in the reliability of the Premix offering.

The role of product life cycles

Premix innovation requires agility. Endeavour Group dynamically updates its range three times per year to keep pace with customer trends and preferences. The first 90 days following a product launch are critical for establishing baseline sales and driving customer excitement. Suppliers are encouraged to focus on differentiation, scalable exclusives, and robust go-tomarket plans to maximise success.

Decline

We exit the range to create space for new innovation.

DECLINE

NEWPRODUCT

Product

life cycle

Maturity

Customers begin to move onto the next trend.

New Product Launch

Liquid on lips & trial.

Growth Drives customer & category excitement.

A Note from Sarah Hall, Head of Spirits & Premix

The Premix Category has demonstrated remarkable resilience and growth, thriving due to its versatility, sessionability, and ability to adapt to customer preferences. As we enter F26, sustaining momentum will require a clear focus on aligning products with diverse customer occasions, such as social gatherings, wind-down moments, and high-tempo events.

There’s a few things we should all really lean into to help us drive the strategy for F26.

• Reflecting on past successes and challenges is critical; by sharing insights and embracing transparency in our learnings, we can refine our approach and make smarter, and more customercentric decisions. Innovation must be fast and agile, adopting a “fail fast” mentality that allows us to experiment, learn, and iterate quickly.

• Setting clear hurdle rates ensures we maintain high standards for product performance, while true innovation pushes boundaries to surprise and delight customers with bold formulations, unique packaging, and engaging storytelling.

• Exclusivity is a powerful tool for differentiation, offering limited-edition releases, collaborations, and unique formats that give customers a compelling reason to shop with us.

• Delivering value in every product through quality, flavour, and experience is essential to retaining loyal customers while attracting new ones.

• Breaking barriers to entry by simplifying the shopping experience and making products approachable will help expand the customer base, while being first to market with bold innovations ensures Premix remains at the forefront of customer interest.

• Flavour expansion of familiar and flavour-led brands will continue to align with current and future trends, driving excitement and repeat purchases.

Together, with our suppliers and partners, we can set benchmarks for innovation, deliver exceptional value, and ensure Premix continues to outperform expectations, not just as a Category, but as a staple of the Australian drinking experience.

Sarah Hall, Head of Spirits & Premix

“We

can set benchmarks for innovation, deliver exceptional value, and ensure Premix continues to outperform expectations.”

Meet the team

Trading - Retail Brands Pricing & Promotions

Head of Endeavour Spirits & Premix

Sarah Hall

CM BWS Trading (Spirits & Premix)

Calum Susko

ACM BWS Spirits

Tim Robinson

ACM Dan Murphy’s Spirits

Chris Schepers

ACM BWS Premix

Sandra Carbone

ACM Dan Murphy’s Spirits Katie Greenleaf

ACM Dan Murphy’s Premix

Brad Parkinson

CM Dan Murphy’s Trading (Spirits & Premix)

Georgia Stott

Endeavour Range and Innovation Finance, Insights & Pricing Optimisation

ACM

Craft & Local Spirits Ed Cass

CM Range (Dark Spirits -, Whisky NAW, Rum & Brandy, World Spirits)

Hamish Fyfe

CM Range (Premix) Rachael Smoker

CM Range (Light Spirits - Vodka, Agave, Gin, Aperitifs/Digestives, Liqueuers, P/batched Cocktails & Non Alc) Finlay Gustus

CM Range (Commercial, Craft, Local, Cider) Fernando Fernandes

CM Range (Commercial, Craft, Local, Cider) Fernando Fernandes

CM Range (Commercial, Craft, Local, Cider) Fernando Fernandes Finance Business Partner Spirits & Premix Vincent Lau

Optimisation Manager Spirits & Premix Adam Ziegler

Category Insights Spirits & Premix Jackson Kis

Customer Value Manager Spirits & Premix April Yeung

Deep Dive: Wine

Over the past few years, we’ve talked a lot about the challenge of keeping wine relevant for Gen Z and Millennial shoppers. Thanks to the incredible work we have all done on innovation and NPD over the past 12 to 24 months, we’re now seeing real progress. Wine is currently

the fastest growing category among Gen Z customers! There’s still work to do to build on this momentum and ensure Wine’s long-term appeal, but the green shoots are definitely showing.

“Wine is currently the fastest growing category among Gen Z customers.”

One thing is certain: the Australian wine landscape is evolving. Customers are embracing new flavours, lighter styles, and innovative formats. Red Wine, once a go-to for traditional consumption occasions, is in decline as preferences shift towards vibrant, refreshing varietals and more versatile packaging. These changes reflect evolving customer needs and set the stage for continued growth and innovation within the category.

We’ve made great progress in Wine this year and the inroads should be celebrated: Growing MilZ share

Serve

Performance by Generation

Wine

• Spritz

• Shiraz

• Pinot Noir

• Prosecco

• Pinot Gris / Grigio

• Spritz

• Bagnum

• Pinot Gris / Grigio

• Chardonnay

• Pinot Noir

• Spritz

• Bagnum

• Pinot Gris / Grigio

• Spritzer SS

• Pinot Noir

• Bagnum

• Spritz

• Pinot Gris / Grigio

• Prosecco

• Riesling

• Bagnum

• Pinot Gris / Grigio

• Spritz

• Riesling

• Spritzer SS

• Bagnum

• Spritz

• Spritzer SS

• Champ Vintage

• Pink Moscato

Wine Share of Alcohol Wallet

Share of Wine Category Sales

Top Sales Growth Segments

Wine Sub-Category Preferences

Sub-Categories Segments

Sparkling Wine Spritzer Single Serve

Bagnums Rose

Lighter in Alcohol

• Pinot Noir & Blends

• Nebbiolo & Blends

• Other Varietals

• Shiraz Blends

• Merlot & Blends

• Shiraz

• Cabernet Sauvignon

• Malbec & Blends

• Tempranillo & Blends White

• Pinot Gris/ Grigio

• Riesling

• Moscato & Sweet

• Sauvignon Blanc

• Sauvignon Blanc & Sémillon Blends

• Other Blends

• Spritz

• Prosecco

• ChampagneNon Vintage

• SparklingNon Vintage

• Cava

Rest

• Bagnums

• Spritzer Single Serves

• Port & Tawny

• Rose - Pink Moscato

• Lighter In Alc

• Zero % Rest

•

Red

Bubbles

Bubbles

Trend #1

Flavourful and vibrant Wines

Uplifting experiences that resonate across generations

Customers’ desire for uplifting and vibrant experiences is shaping the Wine category. Flavourful wines, particularly those with bold, refreshing, or effervescent profiles, are gaining ground. These styles suit the occasion needs, offering drinks that feel celebratory and energising.

Flavoured Wines, such as Moscato and Spritz, are proving particularly popular among MilZ consumers, serving as an approachable entry point into the category. Their sessionable nature and bright, familiar flavours resonate with Millennials and Gen Z, while also maintaining appeal among older generations.

We’re also generating interest among existing customers by highlighting ‘flavourful’ wines with simple

Nearly half of the sales of flavoured Wines still come from Gen X and Boomers, showcasing the broad appeal of these vibrant options.

flavour descriptors and consistent semiotics. For example, calling out Buttery Chardonnay directly on the packaging, coupled with the consistent use of yellow packaging cues in that varietal, ensures the flavour profiles are clear and enticing.

Products that “pop” visually can stand out in a crowded marketplace and capture the attention of customers. Combining known flavours, while establishing and reinforcing packaging semiotics is crucial to their success in the marketplace.

Ultimately, this trend highlights a shift in customer preferences towards uplifting, approachable wines that deliver both sensory enjoyment and are occasion fit. As the industry focuses on innovation in flavour and presentation, the appeal of vibrant and flavourful wines is set to expand further.

Effervescence is a key driver, with Sparkling Wines and Spritzers leading growth.

Packaging also plays a critical role in the success of flavourful and vibrant Wines. Bright, eye-catching labels and clear flavour descriptors help customers navigate the category.

Spritz

• 16% Growth New to Wine

• #5 Wine segment Gen Z

• Mainstream / Premium

• Very MilZ

• Light Shopper / Dan’s

• High VIC Sales

Buttery Chardonnay

• 9% Share Chardonnay

• +30% Growth

• Mainstream / Premium

• Gen X (vs Chardonnay)

• Core

Trend #2

Lighter tasting Wines

Lighter, refreshing and vibrant Wines are meeting the emotive needs of social occasions.

Historically, Wine consumption was dominated by low-tempo occasions, such as relaxing at home or pairing Wine with meals. However, these moments are declining, particularly among younger generations, who are allocating a greater share of consumption occasions to social gatherings. These settings demand Wines that are approachable, refreshing, and easy to enjoy in a group context, attributes that lighter tasting Wines deliver.

The casualisation of meals, including lighter, globally inspired dishes, pairs well with these approachable varietals. For example, Pinot Grigio and Prosecco complement lighter fare such as salads,

Continued momentum in lighter tasting liquids such as Pinot G, Prosecco and Pinot Noir.

seafood, and vegetarian dishes, making them an increasingly popular choice.

The growing interest in mindful consumption has also contributed to the rise of lighter tasting Wines. Customers are increasingly looking for products that align with their mindful lifestyles, such as wines with lower alcohol content. Baby Boomers are driving the greatest dollar growth in this segment, demonstrating its cross-generational appeal.

Younger generations, particularly Millennials and Gen Z, are also shifting preferences toward lighter, more vibrant styles of wine, with Rosé and Sparkling Wines gaining significant popularity compared to older generations. These varieties align with their desire for fun, versatile, and celebratory options that enhance social occasions.

Lighter in Alcohol** wines (4–10% ABV) are experiencing double-digit growth, particularly among younger generations.

Younger generations are drinking considerably more Rosé and Sparkling Wine and preferencing lighter styles.

**For marketing purposes, we include in this category Wine and Wine products with an ABV greater than 4% and less than or equal to 10%.

Younger generations have distinct preferences

Wine

Volume Share Excluding Cask

Segment

White - Moscato & Sweet

Sparkling - Prosecco

Red - Pinot Noir & Pinot Noir Blends

Rose - Pink Moscato

Rose - Still Rose

Sparkling - Spritz

Champagne - Non Vintage

Sparkling - Sweet, Moscato & Fruit

Red - Sweet Red

Red - Grenache & Grenache Blends

Red - Tempranillo & Tempranillo Blends

Red - Shiraz Blends

White - Pinot Gris/Grigio

Sparkling - Non Vintage

Red - Cabernet Sauvignon Blends

Red - Merlot & Merlot Blends

Port & Tawny 2L & Over

White - Other White Blends

Red - Shiraz

White - Sauvignon Blanc & Semillon Blends

White - Chardonnay

White - Sauvignon Blanc

Vol Share Change

Trend #3 Format exploration

Innovative solutions for modern wine consumption.

Customers are increasingly open to exploring Wine in alternative formats that address barriers like portion size, portability, and freshness. Bagnums, single-serve cans, and Spritzers are leading the way, proving that the right liquid in the right format can unlock new occasions for Wine. These innovations are making Wine more convenient and relevant in settings where it previously struggled to compete.

“Customers are increasingly open to exploring Wine in alternative formats.”

Non-traditional formats such as Bagnums and Spritzer Single Serve have doubled share.

Success through simple front of pack ‘hero’ flavour descriptor coupled with consistent semiotics.

Innovative formats provide new benefits and increased relevance in new occasions.

Bagnums

• 5% New to Wine

• Doubled Share

• Mainstream

• Gen X / Boomer

• Core

Spritzer

Single Serve

• 9% Growth New to Wine

• Established brands work best

• Mainstream

• Millennial

• Light Shopper / BWS

• Regional LGAs low Wine share

Wine jobs to be done for F26+

These growth opportunities aim to address specific customer needs and capitalise on trends within the Wine category, ensuring that we continue to lead in market innovation, customer engagement, and satisfaction.

Growth Frontiers

Revitalise Food + Wine Rituals

With a contemporary approach, establish and elevate Food + Wine rituals.

Easy Exploration

Make it easy for MilZ to begin exploring approachable Wines.

Delicious Wines

Unlock the flavour mega trend in Wine, driving trial and expanding relevance for MilZ.

Fine Wine Mecca

Deliver a best in market Fine Wine discovery experience that inspires engaged wine lovers.

Reinvigorate Red

A contemporary expression of red Wine, enhancing loved flavour while overcoming barriers.

Fuel Millennial Discovery

Ensure Wine fulfills Millennials desire to discover and share, capitalising on strength of Wine culture.

Maintain Momentum

Grow Bagnum Love

Expand love for this innovative format, removing consumption barriers, for more customers.

Wine Gifting Solutions

Continue to position Wine as an easy and desirable gift, year-round.

Single Serve Variety

Freedom to enjoy the variety of Wine in an occasion.

Let’s spotlight a few of those Jobs:

1. Revitalise food and Wine rituals

Objective: With a contemporary approach, establish and elevate food and Wine rituals.

Customer challenge: Enhancing meals has always been central to Wine’s origins. However, Wine is gradually losing relevance in meal occasions due to evolving cuisines, the casualisation of dining and mindful consumption.

Strategy:

• Strengthen association: Collectively reinforce the iconic relationship between food and Wine, in a contemporary way, relevant for everyday meal occasions.

• Keep top of mind: We already have a great range of Wines in the market, therefore the focus is on marketing and communication to keep this iconic match and occasion top of mind.

2. Delicious Wines

Objective: Unlock the flavour mega trend in Wine, driving trial and expanding relevance for Millennials and Gen Z.

Customer challenge: Wine faces both taste and relevance barriers among younger generations, as the flavour differences between varietals are often not well understood.

Strategy:

• Push the boundaries: Expand flavoured Wines into new brands and varietals, with bold and creative offers.

• Disrupt outside Wine aisles: Take advantage of disruptive colours, ingredients and vibrancy to drive appetite appeal in comms and via the MixIn suite.

• Encourage exploration: Highlight key Wine flavours to showcase and revitalise traditional varietals.

3. Fine Wine Mecca

Objective: Deliver a best in market Fine Wine discovery experience that inspires engaged Wine lovers.

Customer challenge: High engagement Wine customers seek unique experiences, access to scarce wines and interact across a variety of retailers and channels.

Strategy:

• Premium retailer of choice: Evolve and harness the strength of The Cellar store network.

• Exceed expectations: Provide our highly engaged customers access to unique opportunities and events to discover and experience our premium Wine.

4. Easy exploration

Objective: Make it easy for MilZ to begin exploring approachable Wines.

Customer challenge: Challenging and unknown flavours, the use of Wine-specific terminology, narrow occasion perception and a sea of sameness on shelf - together reduce MilZ engagement with the Wine category.

Strategy:

• Break down barriers to Wine exploration: Focus MilZ attention on trialing varietals with appropriate flavour profiles, awareness of generation-targeted innovation and relevant consumption occasions.

• Empower customers to confidently navigate and choose: Make it easier for MilZ to navigate and select Wines which they, and their friends, will enjoy.

5. Reinvigorating Red Wine

Objective: Redefine the perception of Red Wine to make it more approachable and relevant for upbeat social occasions.

Customer challenge: Heartland Red Wine occasions are declining, with low relevance in growing upbeat social occasions. Newer customers struggle to understand how products are different, what that means for taste. They often assume all Red Wines are big, bold, and warm.

Strategy:

• Bring vitality and versatility: Seed approachable flavour segments, think “young, bright and fresh” descriptors, bringing a sense of vitality and freshness through packaging and comms.

• Challenge the outdated, think contemporary: Embrace contemporary food rituals, cuisine diversity and varied consumption situations.

• Reinforce quality credentials for “everyday” options: With cost of living pressures, reinforce Red Wine credentials and quality at lower price points to retain purchase.

6. Fuel millennial discovery

Objective: Ensure Wine fulfills Millennials' desire to discover and share, capitalising on strength of Wine culture.

Customer challenge: Millennials are not aging into Wine as prior generations have, posing a long term challenge to Wine volume and varietal shares.

Strategy:

• Relevant range: Hero brands and products that innovate, are exciting to engage with and suit Millennials’ changing occasions. Be bold and challenge traditions.

• Relevant communication: Invest in marketing and communication channels that engage Millennials. Ensure experiential events truly engage, going beyond tasting notes and price.

A note from Leigh and Andrew

Our vision for the future of Wine is to elevate its relevance across all occasions, embedding it into the fabric of modern life. This means addressing customer barriers, embracing innovation, and adapting to evolving preferences. From casual dining to celebratory moments, Wine must remain an accessible, versatile, and exciting choice for a diverse range of customers.

Innovation plays a key role in achieving this vision. It means rethinking how Wine is presented and experienced, whether through introducing flavour-forward products that resonate with Millennials and Gen Z, simplifying Wine exploration with technology, or amplifying the premium Wine journey for discerning customers.

Innovation must also challenge traditional conventions, such as redefining Red Wine’s place in casual and modern food rituals, while ensuring Wine aligns with the lighter, mindful consumption trends embraced by younger demographics.

Embracing innovation to grow Wine’s relevance, means rethinking every

aspect of the Wine experience. It’s about exploring new styles, flavours, and formats that resonate with evolving consumer preferences.

Achieving this vision isn’t a task for one brand or retailer alone. It requires collaboration across the entire industry, working together to push the boundaries of style, flavour, and format. At the same time, we must embrace generational differences to authentically connect with the evolving needs of our customers.

Let’s continue to innovate, inspire, and challenge ourselves to ensure the long-term vibrancy and growth of the Wine category.

Leigh Firkin, Head of Commercial Wine

Andrew Shedden, General Manager, Premium

“Our vision for the future of Wine is to elevate its relevance across all occasions.”

Meet the Fine Wine Buying Team

Ramon Gunasekara

Bouchard

Parrott

Anthony Doube

Blundo

Cecilia Tibbertsma

Meet the Commercial Wine team

Mathew Young

Shannen Walsh

Sean Menezes

Lauren Harvey

Nicola Kralic

Category ManagerRed Wine & Cellar

Ben Lafford

Monica Coker

Rose, Zero Alc, Cask & Bagnums

Darren Leivers

In the News

Dan Murphy’s is now live on Uber

Eats

Dan’s and Uber Eats have teamed up!

Used by 1 in 2 Australians, with 3.7 million monthly users and nearly a million engaging in the liquor category, the team is forecasting strong incremental sales results from the new channel.

What matters most to Uber Eats customers is accuracy, price, product variety, tracking, and speed, and the team is ready to deliver on all fronts. Uber Eats is the latest Ultra Convenience platform for Dan’s after DoorDash launched in late 2024.

Dan Murphy’s crowned ‘Liquor Store of the Year’

In a resounding endorsement from Australians, Dan Murphy’s has been named ‘Liquor Store of the Year’ at the prestigious Roy Morgan Customer Satisfaction Awards. The accolade celebrates the store’s commitment to delivering exceptional customer experiences, with even more excitement as Dan Murphy’s ranked number three in the coveted Best of the Best category, highlighting its broader influence across retail.

This recognition is a testament to the loyalty and trust of the store’s customers, who have made Dan Murphy’s an integral part of their celebrations, both big and small. The award also reflects the passion and dedication of

the Dan Murphy’s team, whose efforts ensure the shopping experience remains unparalleled day after day.

“This is such an incredible honour for all of us at Dan Murphy’s, and it means the world to know Australians value what we do,” said Agnieszka Pfeiffer, Managing Director of Dan Murphy’s. “To be named Liquor Store of the Year is a reflection of our team’s hard work and the trust our customers place in us. Thank you to everyone who has supported us – this recognition is for you!”

As Dan Murphy’s continues to set the benchmark within the industry, the team remains committed to raising the bar in service, value, and experiences for customers across Australia.

BWS strengthens AFL partnership

For the third consecutive year, BWS has solidified its role as the Official Liquor Retail Partner of the AFL, celebrating the passion, rivalry, and camaraderie of Australia’s favourite sport.

This partnership also sees the return of BWS Stats for its second season, now bigger and better than before. Featured prominently

on the AFL app and amplified across major media platforms including Triple M, The Front Bar, Channel 7, and the Clubby Sports podcast, BWS Stats connects fans to the game in fun and engaging ways.

As the footy season unfolds, BWS is proud to be at the heart of the action, fostering connections between fans and their favourite beverages while celebrating the spirit of the AFL community.

A toast to the Wallaroos partnership

Endeavour Group has announced an exciting partnership with Rugby Australia, becoming the Official Wine Partner of the Wallaroos for the next three years.

Cape Mentelle, the esteemed Margaret River winery, will serve as the official wine of the Wallaroos through to 2027. This partnership is built on shared values of perseverance, tenacity, and a relentless pursuit of excellence - qualities embodied by Australia’s national women’s rugby union team.

Paul Walton highlighted Cape Mentelle’s dedication to inclusion and diversity, with accomplished women playing pivotal roles across the business, which resonated strongly with the Wallaroos and their inspiring journey in women’s rugby.

BWS opens 1,444th store in Doolandella

April marked a significant milestone for BWS as the doors to its 1,444th store officially opened in Doolandella, located in Brisbane’s western suburbs on the lands of the Turrbal and Jagera peoples.

This new store not only expands the BWS network but also represents a step towards sustainability, being the first BWS in Queensland to feature low-carbon refrigeration technology. Co-located with a new Woolworths on Blunder Rd, the store is designed to serve the growing Doolandella community with convenience, great value, and local spirit.

Dan Murphy’s revives Wine Tours tradition with Brown Family Wine Group

Continuing a tradition started by Dan Murphy himself, Dan Murphy’s is committed to connecting its team with the heart of Australian winemaking through immersive wine discovery experiences.

This year marks the third annual Dan’s Women in Drinks harvest event at the stunning Brown Brothers Milawa Vineyard, offering team members a unique opportunity to join the harvest and deepen their expertise in viticulture. From grape picking to learning the nuances of winemaking, participants gain invaluable insights into the craft and passion behind Australian wines.

From tasting wines made by last year’s harvest team to creating the exclusive small batch “Little Patti” in honour of Patricia Brown, this initiative is about building lasting memories and fostering a strong community.

Dan Murphy’s is proud to support the next generation of women in wine and looks forward to continuing this extraordinary partnership for many harvests to come.

Engagement Windows: Getting your products in front of our teams

Engagement Windows are a time that our Category Managers have set aside to review product submissions. During the submission review, they will work with you on the correct instore date based on product availability. You can review Engagement Window timings at any time within the Supplier Dashboard.

We also encourage you to continue to share any of your most exciting and innovative

products with your Category Managers as they are developed, even if outside of a published Engagement Window. To submit these products please complete the New Product Submission form.

Please note that Engagement Window timings may change based on alterations to our ranging plans.

When are the Engagement Windows for my Category?

Find out when to submit your products by viewing the Engagement Windows on our Supplier Dashboard

How do I submit products outside of these Windows?

To submit a product outside of our Engagement Windows please fill out our New Product Submission form

Name

Leadership Team

Position

Tim Carroll Director - Merchandise & Buying

Nikki Bull

Beer & Cider

Email

tim.carroll@edg.com.au

General Manager - Merchandise Operations & Transformation nikki.bull@edg.com.au

Gill Webb Head of Beer & Cider gill.webb@edg.com.au

Stephanie Petracca

Jody Liddle

Fernando Fernandes

Hugh Smith

Mathew Allen

Category Manager, Trading - Beer & Cider (BWS)

stephanie.petracca@edg.com.au

Category Manager, Trading - Beer & Cider (Dan Murphy’s) jody.liddle@edg.com.au

Category Manager, Range - Commercial, Craft, Local & Cider fernando.fernandes@edg.com.au

Assistant Category Manager, Range - Local Craft Beer & Cider (EG) hugh.smith@edg.com.au

Category Manager, Strategy and Innovation - Beer & Cider

mathew.allen@edg.com.au

Spirits & Premix

Name

Position

Email

Sarah Hall Head of Spirits & Premix sarah.hall3@edg.com.au

Georgia Stott

Calum Susko

Hamish Fyfe

Finlay Gustus

Rachael Smoker

Edward Cass

Complementary Categories

Wine Commercial

Lance Friedman

Leigh Firkin

Mathew Young

Joe Armstrong

Ben Lafford

Darren Leivers

Tim Yu

Andrew Shedden

Ian Wolfe

Wine Fine Wine

Rob Aitken

Nick Rose

Ramon Gunasekara

Category Manager, Trading - Glass & Premix (Dan Murphy’s) georgia.stott@edg.com.au

Category Manager, Trading - Glass & Premix (BWS) calum.susko@edg.com.au

Category Manager, Range - Dark Spirits (EG) hamish.fyfe@edg.com.au

Category Manager, Range - Light Spirits (EG) finlay.gustus@edg.com.au

Category Manager, Range - Premix (EG) rachael.smoker@edg.com.au

Assistant Category Manager, RangeLocal Spirits & Premix (EG) edward.cass@edg.com.au

Category Manager, Complementary Categories (EG) lance.friedman@edg.com.au

Head of Commercial Wine leigh.firkin@edg.com.au

Category Manager - White, Rose, Zero Alc, Cask & Bagnums (BWS) mathew.young@edg.com.au

Category Manager - Red, Fortified, Champagne & Sparkling (BWS) joe.armstrong@edg.com.au

Category Manager, Red Wine & Cellar (Dan Murphy’s) ben.lafford@edg.com.au

Category Manager - White, Rose, Zero Alc, Cask & Bagnums (Dan Murphy's) darren.leivers@edg.com.au

Category Manager, Champagne, Sparkling & Fortified Wine (Dan Murphy’s) tim.yu@edg.com.au

General Manager - Endeavour Premium & Luxury andrew.shedden@edg.com.au

Category Manager (EG) - WA & SA ian.wolfe@edg.com.au

Category Manager (EG)NSW, VIC, QLD & TAS

rob.aitken@edg.com.au

Category Manager (EG) - Imported Wine nick.rose@edg.com.au

Senior Category ManagerLANGTONS ramon.gunasekara@langtons.com.au

Name

Position

Email eCommerce Team

Alex Schutt Category Manager, eCommerce (DM’s) alex.schutt@edg.com.au

Michael Vagli Category Manager, eCommerce (BWS) michael.vagli@edg.com.au

Martyn Raab General Manager - Retail Media martyn.raab@edg.com.au

Hayley Robinson Head of Sales Strategy - Retail Media hayley.clarke@edg.com.au

Billy Ryan Retail Media Products & Brand Manager billy.ryan@edg.com.au

MixIn by Endeavour

Rhiannon Hart Production & Compliance Manager rhiannon.hart@danmurphys.com.au

Tom Rogers Group Retail Media Manager Premix & Spirits tom.rogers@edg.com.au

Kylie Cooper Group Retail Media Manager, Beer & Wine kylie.cooper@edg.com.au

Harriet Wischer Head of Beverages harriet.wischer@edg.com.au

Darren McKenzie Category Manager, Trade darren.mckenzie@edg.com.au

ALH Hotels

Merchandise Assistants

Marketplace

Ryan Kimball Category Manager, Range ryan.kimball@edg.com.au

ALH Merchandise Team merchandisingteam@alhgroup.com.au

Merchandise Assistants egmerchassist@edg.com.au

Marketplace Team partner@endeavourmarketplace.com.au Product Data & Content

product.data@edg.com.au

EDITION 1

MARCH 2021

Feature articles

• It’s a generational thing

EDITION 3

OCTOBER 2021

Feature articles

• Peek into the future with leading trends

• Interview with Claire Smith, Director endeavourX

EDITION 5

MARCH 2022

Feature articles

• A Christmas retrospective

• Innovation within industry

EDITION 7 SEPTEMBER 2022 Feature articles

• MixIn: Our retail media business

• Christmas F22: Predictions

EDITION 2

JULY 2021

Feature articles

• Get to know our premium customers

• Low and no goes mainstream

EDITION 4

DECEMBER 2021

Feature articles

• Making magic with Marketplace

• Building social brands

EDITION 6

JUNE 2022

Feature articles

• Supplier of the Year Award winners and finalists

• Insights Report: Moderation

EDITION 8 DECEMBER 2022

Feature articles

• Introducing Dan’s Daily

• Why sustainability matters more than ever

EDITION 9

MARCH 2023

Feature articles

• Rethinking retail through design

• Investing in our hotels

Read Now

EDITION 11

SEPTEMBER 2023

Feature articles

• Find out how our categories scored in F23

• How to prepare for Xmas

EDITION 10

JUNE 2023

Feature articles

• Celebrating our Suppliers of the year

• Importance of media

Read Now Read Now Read Now

EDITION 13

MARCH 2024

Feature articles

• Behind the scenes of the Premix Range Review

• Insights Report: Christmas

Read Now

EDITION 15

SEPTEMBER 2024

Feature articles

• Supplier of the Year Awards

EDITION 12

DECEMBER 2023

Feature articles

• BWS delivers on Ultra Convenience

• Key to Dan’s ecommerce strategy

EDITION 14

JUNE 2024

Feature articles

• Inside the BWS Cool Room

• Insights Report: Category Deep Dives

EDITION 16

DECEMBER 2024

Feature articles

• Hear from ALH on summer drinking

• Category Insights: A Decade in Review

Read Now

• Category Insights: F24 in Review Read Now Read Now

EDITION 17

MARCH 2025

Feature articles

• Dan Murphy’s is raising a glass to a major milestone in 2025.

• A festive season to remember in ALH pubs

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