Supplier Choice Award: Trend Leader of the Year
2025 Supplier Voting Handbook
Celebrating our suppliers
Last year’s inaugural Supplier Summit was an absolute standout. For the first time we combined our Supplier Forum with our Supplier of the Year Awards, and even introduced a new element - the networking sessions. We had record attendance and received overwhelmingly positive feedback from you all. The energy, engagement and enthusiasm was palpable and so this year we’re doing it all again!
This event is all about celebrating you - our incredible suppliers. It’s a chance to recognise your outstanding contributions, share valuable insights, and highlight the excellence that drives our industry.
This year, you’ll see some fresh faces on the judging panel, including a mix of industry experts and we welcome Paul Carew, our new Managing Director of ALH Hotels. Paul is looking forward to connecting with you and seeing firsthand the incredible success you achieve each year.
Introducing the Supplier Choice Award
And here’s something we’re especially excited about: we’re inviting you to play a key role in this year’s awards. For the first time, you’ll have the chance to vote for our Supplier Choice Award. Our Endeavour team will provide a shortlist of finalists, and from there, it’s over to you to help decide who will take home the title of our industry’s Trend Leader.
We can’t wait to see you all again this year to celebrate at our 2025 Supplier of the Year Awards on Wednesday, 24 September.
Tim & Paul
Tim Carroll Director, Merchandise and Buying
Paul Carew Managing Director, ALH Hotels
New
Supplier Choice Award: Trend Leader of the Year
A true industry leader, this supplier demonstrates an entrepreneurial spirit when it comes to industry trends. Collaboration and a customer-led approach are qualities exhibited by this award winner in achieving category growth.
How it will work
1. The Endeavour category teams have nominated the finalists for this award.
2. Suppliers are to review the shortlisted nominations as part of this voting pack, and place votes for the winner of this award.
3. Your votes will be compiled and the winning supplier will be announced at the 2025 Supplier Awards.
Vote now
Voting closes midnight Friday 15 August 2025
2024 Winner Story
Carlton & United Breweries Premium Beverages
Hard Rated
CUB Premium Beverages really delivered with high-level engagement with the Endeavour Premix team on category strategy, Jobs to Be Done, and customer recruitment to deliver exceptional results with Hard Rated. They were highly reactive and responsive, with a customer-centric approach.
For the launch of Hard Rated, the team analysed the growth opportunities in the Category and utilised its assets to develop an on-trend brand with liquid that met a customer need. The strong launch plan meant that Hard Rated skyrocketed as the #1 biggest NPD launch at Endeavour in F24. This was an excellent example of a supplier creating a product to meet the market trend. It serves as a valuable case study for suppliers to use market intelligence to create products our customers want to drink.
What our judges thought
The CUB Premium Beverages team considered customer engagement end to end for the Hard Rated launch, ultimately leading to the brand’s market-leading success. It is a well-deserved win for a brand that excelled the minute it was launched under its previous nomenclature. Congratulations to CUB Premium Beverages for innovative excellence and setting the pace for lemon-flavoured drinks.
Supplier Choice Award: Trend Leader of the Year
Zonzo - Innovating the Spritz, One Sip at a Time
Zonzo redefined the spritz category with Zoncello and hasn’t stopped since. Through close collaboration and a clear understanding of customer needs, they’ve continued to push boundaries, launching bold new flavours like the Pistachio ‘Cicchio’ Spritz to fuel Millennial discovery and meet evolving taste profiles. Their latest 200ml can format reflects a sharp response to on-the-go convenience trends, opening up new occasions for enjoyment. Backed by standout branding and a deep consumer connection via their Cellar Door, Zonzo proves that insight-led innovation drives lasting impact. Vote now
Lion - Redefining Modern Beer
Lion Ultra redefined modern beer by anticipating the mindful drinking movement before it hit the mainstream. Built from deep consumer insight, this range delivers low-carb, lowcalorie beers designed to meet evolving lifestyle needs. Ultra has successfully reshaped the beer category, establishing itself as premium, sessionable, and future-focused. Each brand within the portfolio plays a distinct role, resonating with unique consumer segments and occasions, evidenced by less than 4% cross-shop between them. This is customer-led innovation that hasn’t just captured demand, but truly redefined it.
Great Northern Long RunElevating Easy Drinking
Long Run is a standout example of supplier and retailer alignment, developed in direct response to Endeavour’s “Premium Lighter Style” Job to Be Done. Built from deep consumer and shopper insight, it answered a clear gap; a full-flavoured, sessionable beer that has redefined how lighter styles can show up in premium moments. With tailored ranging, storelevel execution and a distinct brand world, Long Run proves how insight-led innovation can deliver both emotional resonance and commercial impact.
Vote now
Mullet - A Bold Alternative for a New Generation
As traditional wine declines among Gen Z and Millennials, Mullet steps in as a purpose-built, handcrafted alternative that challenges category norms. Designed for a young, creative audience seeking bold flavours and vibrant occasions, Mullet brings wine into the modern high-energy drinking moment dominated by RTDs. By challenging tradition and embracing fun and style, Mullet opens the door for new wine drinkers to explore with confidence and personality.
Brown Brothers Delicious Wines – Crafting Flavours that
Inspire Discovery
Delicious Wines is redefining wine for a new audience, unlocking the flavour mega-trend to drive trial and relevance with MillZ—a key Job to Be Done in Endeavour’s Wine Category Strategy. Brown Family Wines has shown trend leadership by expanding their flavoured wine range, building on past success to launch standout innovations like Moscato Mango Swirl and Ginger Lime Spritz. These wines have resonated strongly with Gen Z, helping to recruit a new generation of consumers and cement flavoured wine as a credible and growing segment.
Smirnoff Crush – Big Format, Bold Flavour
Smirnoff Crush is a category-first innovation, developed exclusively for Endeavour in response to emerging format and flavour trends. Sparked by observations of high-volume single-serve RTDs in the US, this concept evolved into a localised offer tailored for MillZ shoppers seeking bold, easy-drinking vodka flavours. The larger 440mL can taps into pre-night out occasions and encourages both trial and trade-up, while laying the groundwork for further innovation in higher-ABV and larger-format premix.
