Supplier of the Year Awards
2025 Nominations Handbook
The Awards
This year, to truly celebrate our suppliers, we are excited to be announcing our award winners after the Supplier Forum.
These awards are a way to recognise and celebrate the dedication, passion, and achievements of our suppliers – across both Off and On-Premise. Let’s face it, the commitment and collaboration of our suppliers is essential; you are the driving force in delivering exceptional customer experiences and helping us shape a more sociable future, together.
We will be presenting fourteen awards, including the three major categories: Small Supplier of the Year (Retail), Large Supplier of the Year (Retail), and On-Premise Supplier of the Year.
Seven categories will be nominated internally by Endeavour Group, while the remaining seven categories are open for nomination by both our suppliers and our Endeavour team members. With the inclusion of the Supplier Choice Award, we encourage you to get involved and vote.
All awards will be judged on work completed during F25.
Open nomination categories
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• Sustainability Award
• Product Innovation of the Year
• Collaboration Award
• Best Brand Activation of the Year
• Digital Partner of the Year
• Supply Chain Award
• MixIn Campaign of the Year
Supplier Choice Award
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• Trend Leader of the Year
Endeavour nominated categories
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• Small Supplier of the Year (Retail)
• Large Supplier of the Year (Retail)
• On-Premise Supplier of the Year
• Local Product of the Year
• Exclusive Product of the Year
• Account Team of the Year
Save the dates
Award nomination period
12th May 2025
Award nominations open.
30th June 2025
Award nominations close.
Endeavour Group Supplier Summit
Wednesday 24 September 2025
Supplier of the Year Awards announced
The Winx Stand
Australian Turf Club
Royal Randwick Racecourse, NSW
If you have any questions or need assistance with making a submission, please email supplier. communication@edg.com.au
Nikki Bull General Manager, Merchandise Operations & Transformation
Phil Oneile General Manager Marketing & Loyalty, ALH Hotels
Brown Chief Marketing Officer
Josie
Pymble Hotel, NSW
Open nomination categories
Page 10- 23
To be eligible for an award, nominations should reference work, projects and/or products undertaken or launched in F25
Sustainability Award
This award recognises a supplier that has sustainability at its heart. The winner will demonstrate business practices on a specific project or product that goes above and beyond to create a more sustainable future for our industry.
To nominate for this award, please provide:
1. The name of the F25 project and/or product.
2. Details about the project/product, including the strategic purpose (approximately 50 words or less).
3. A description of the resource inputs for this project/product, e.g. people, time, material (approximately 50 words or less).
4. A description of the impact of this project/ product, e.g. community, policy, environmental (approximately 50 words or less).
5. An explanation of how the project/product aligns with Endeavour Group’s Sustainability Strategy (approximately 50 words or less).
6. Additional supporting comments.
7. A JPEG or PNG of the nominated supplier’s logo.
Nominate now >
2024 Winner Story
2024 Winner Story: Wonki
It started with a food waste issue and ended with a drink that brings people together and solves an environmental problem. Wonki is the brainchild of a group of university students who have set the tone for sustainable drinks. This delicious realfruit-flavoured Premix is produced using waste-bound fruit from Australian produce farms and is locally manufactured. Along the way, the founders engaged our Dan Murphy’s store team members on whether their business idea had legs, and as they say, they are doing the ‘world a flavour’. They certainly are!
What our judges thought
This inspirational product gets full marks for an innovative, sustainable solution. We love working with start-up products with meaning and purpose that deliver great taste and meet market demand. This product talks straight to our younger, environmentally conscious consumers and sets a new benchmark in the Premix category.
2024 Winner Story
Zonzo Estate Zoncello Limoncello Spritz
This is genius at work. Combine the trends for Sparkling with the current love affair our customers are having with lemon flavour, and you have a winner. The Limoncello Spritz has been gaining ground as a fresh contender in the Aperitif scene, quickly becoming a favourite among those looking for something new. Putting it together in the ready-to-serve bottle is a master stroke of innovation. Our customers embraced this drink all summer long and beyond.
What our judges thought
Zoncello Limoncello Spritz is an exciting success story. Endeavour worked closely with Zonzo Estate to deliver on its ambitious goals for this outstanding product. Its success paved the way for other variants in the Zonzo drinks stable. Congratulations to Zonzo for having the foresight to recognise a customer need and for transforming the ‘aperitif of the moment’ through convenience and accessibility
Collaboration Award
This award recognises the true value of collaboration, identifying an individual or team that has driven a project alongside the Endeavour Group to achieve a mutually beneficial outcome.
To nominate for this award, please provide:
1. A description of an instance or project when a supplier has collaborated with Endeavour Group during F25, and its purpose (approximately 50 words or less).
2. Your reason for nominating this project for the Collaboration Award, and how it went beyond business as usual standards (approximately 50 words or less).
3. A description of the outcome and how they achieved it (approximately 50 words or less).
4. A list of the names of all team members on this project.
5. Names of the supplier’s contacts.
6. A JPEG or PNG of the nominated supplier’s logo.
Nominate now >
2024 Winner Story
Trade Plan & James Squire On-Pack Promo
Collaboration and planning were the key pillars that delivered this award to Lion. The brewer was invested in our Trade Plan initiatives and supported us in driving awareness and atmosphere across activations. Lion’s collaboration with Endeavour across retail and on-premise was spearheaded by the huge success of the James Squire On-Pack Promotion.
Lion invested in our “big bets” of Footy, bringing a unique ‘Origin’ atmosphere to our venues which gave our guests a reason to visit the pub to watch all three games.
As our PubTipping sponsor, Lion helped us raise $100,000 for the Great Barrier Reef Foundation through the ‘Support Schooners’ initiative activated through our ALH venues, and were major supporters of our Spring Racing campaign.
James Squire’s exclusive ‘On-Pack’ promotion exemplified exceptional cross-functional collaboration across the entire Endeavour business. This strategic initiative offered Endeavour customers dining vouchers for
ALH venues with purchases of specially marked James Squire 150 Lashes. By doing so, the promotion broadened the customer base and promoted sales into on-premise venues. The campaign was supported by impactful displays and a suite of MixIn, POS, and ATL plans across BWS and Dan Murphy’s, highlighting the cohesive efforts between Lion and Endeavour.
What our judges thought
This is a deserved win for Lion. It led the way with a proactive approach to supporting our Trade Plan – a recent initiative and an important strategic pillar for Hotels.
The team has worked exceptionally hard with our teams this year across ALH. From the Support Schooners campaign with funds raised for the Great Barrier Reef’s coral IVF efforts to James Squire’s successful On-Pack promotion with BWS to the Furphy’s and State of Origin activations. Well done, Lion.
Best Brand Activation of the Year
This award recognises the supplier that has achieved an outstanding on-premise, retail or digital campaign activation across our channels with a multi-team, collaborative effort.
To nominate for this award, please provide:
1. The name of the brand or sub-brand you are nominating.
2. A description of the nominated F25 activation and the desired outcome (approximately 50 words or less).
3. A list of the assets created for this and how were they leveraged (platforms), with example files attached.
4. The period of the activation.
5. A description of the customer insights that informed this activation (approximately 50 words or less).
6. The results of the activation, e.g. customer or sales uplift (approximately 50 words or less).
7. Names of the supplier’s contacts.
8. A JPEG or PNG of the nominated supplier’s logo.
Nominate now >
Digital Partner of the Year
This supplier embraces best practices through their understanding of the world of e-commerce, demonstrated by the quality of product content and attributes supporting customer engagement.
To nominate for this award, please provide:
1. Demonstration of added value to the e-commerce customer experience throughout F25 (approximately 50 words or less).
2. A description of how their contribution to the digital experience is superior (approximately 50 words or less).
3. What activations they have participated in.
4. Demonstration of forward thinking and support of digital trend leadership (approximately 50 words or less).
Nominate now >
2024 Winner Story
Carlton & United Breweries
Carlton & United has been one of the most active suppliers across Endeavour’s digital channels. The team has demonstrated a willingness to collaborate with us to deliver excellence in customer online engagement, leading to sales growth and stellar customer experiences.
Always finding new ways to engage with our customers to deliver results, Carlton & United Breweries shows initiative and forethought in using digital marketing at full capacity.
It’s just another example of how the business thinks outside traditional marketing and sales channels and embraces new technologies to activate brands and interact with our customers.
What our judges thought
Congratulations to the Carlton & United Breweries team for delivering e-commerce best practice. From online sales, customer growth, and customer penetration growth, Carlton & United Breweries stood out this year. As a digital partner, it exceeded expectations in total customer penetration growth and total customer growth year to date.
Supply Chain Award
This award recognises the supplier that has demonstrated the agility and ability to problem solve, or innovate in partnership with us across the supply chain.
To nominate for this award, please provide:
1. A description of an instance or project during F25 where they have collaborated with Endeavour Group to problem solve a supply chain issue or improvement (approximately 50 words or less).
2. The outcome and how they achieved it (approximately 50 words or less).
3. Names of the supplier’s contacts.
4. A JPEG or PNG of the nominated supplier’s logo.
Nominate now >
2024 Winner Story
Forester Estate
Margaret River’s Forester Wines consistently prioritised a collaborative partnership with us to ensure the best outcomes for Endeavour Group and its customers. They are solutiondriven and proactive and consistently seek ways to improve and share feedback that benefits the Endeavour Group network. The team has actively shared ideas to optimise the ordering process and network to reduce costs, improve service, and increase store availability. They are a truly valuable supplier partner and raise the bar with their commitment to quality, innovation, and customer service.
What our judges thought
Forester Wines has set the gold standard for vendor collaboration in the past year. Their commitment to partnership and excellence should inspire all other suppliers, and their efforts deserve the highest recognition. They are highly deserving of the Supplier Chain of the Year award. Congratulations Forester Wines on a well-deserved win.
MixIn Campaign of the Year
Awarded to the supplier that has openly embraced Endeavour’s retail media channels as part of their total media mix to drive outstanding instore and digital campaigns that bring together customers, brands and products.
To nominate for this award, please provide:
1. The MixIn Customer Number and client partnership manager/s.
2. Describe the nominated campaign and the desired outcome (approximately 50 words or less).
3. The channels and brands the campaign ran across.
4. Example assets that were created for the campaign.
5. The customer insights that informed the campaign.
6. How the campaign helped to deliver against the strategy.
Nominate now >
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Supplier Choice Award: Trend Leader of the Year
A true industry leader, this supplier demonstrates an entrepreneurial spirit 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 will nominate the finalists for this award.
2. Suppliers will receive the voting pack via email over the coming weeks.
3. Your votes will be compiled and the winning supplier will be announced at the 2025 Supplier Summit.
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.
Endeavournominated categories
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Local Product of the Year
Celebrating local producers making outstanding Australian products, this award will recognise a product that resonates with our customers and communities.
Local Product of the Year will be determined by data metrics only. Nominations are not required.
2024 Winner Story
Oakdene Wines
Sparkling NV Brut 750ml
As a business, our championing of the local producer aligns with our community values and delivers our customers’ expectations for regional distinction. Our purpose is to support small producers in connecting to achieve business success.
In Victoria’s Bellarine Peninsula, Oakdene Wines is a boutique family-owned vineyard producing carefully crafted Wines of regional distinction. The winning Wine addresses the burgeoning Sparkling Wine trend in spades. Its fresh and fruity palate profile and approachable price point make this product an easy customer choice. It resonates on a grand scale with customers at its local Dan Murphy’s Ocean Grove, located down the road from the winery and cellar door. Here, it does a roaring trade and is positioned front and centre in the store merchandising.
Oakdene’s Sparkling NV Brut is an affordable, quality aperitif-style Sparkling Wine. It is a great example of strategic product development and has captured the hearts of locals and Sparkling Wine drinkers Australia-wide.
What our judges thought
The absolute definition of a local champion. They work so hard and well with our Bellarine Peninsula stores. So much so that Ocean Grove Dan Murphy’s has become their #1 customer across all channels. A worthy winner. Congratulations Oakdene Wines.
2024 Winner Story
Young Henrys Classic Premium Lager 375ml
The Beer category continually works to meet customer expectations for big flavour, lower calories, lower carbs and alcohol. The Classic range from Young Henrys delivers all that. The winning Classic Premium Lager is a greattasting premium lager brewed with quality ingredients for full flavour. Its retro design and classic taste pay homage to the Beers of old and the golden days of summer, backyards and barbecues. Customers loved its vibe.
The Classic Premium Lager was delivered on Young Henrys’ mission to ‘Serve the People’, which aligned with Endeavour’s customer strategies.
Young Henrys’ irreverent brand positioning disrupts the Beer, Cider, and Spirit space. The team works with us to make customer-centric decisions. This represents a solid partnership with Endeavour to deliver on customer and category needs.
What our judges thought
Congratulations, Young Henrys! It was a joy to collaborate with Young Henrys to bring this product to our customers. Young Henrys is developing impressive, innovative products in the Beer category. It has its finger on the pulse of the needs of the contemporary Beer customer and delivers on key trends with promising results.
Account Team of the Year
The Account Team of the Year will have a proven record of collaboration, a passion for meeting the needs of customers, and metrics demonstrating the value of the partnership.
To nominate a supplier for this award, please provide:
1. A list of the names of all nominees in this team, and the vendor name.
2. Your reasons for nominating this team (ways of working, values, collaboration, improvements, etc).
3. A description of the ways in which this partnership is superior.
4. An example of this in practice, or an outcome achieved.
2024 Winner Story
Good Drinks Australia
The Good Drinks account team demonstrated what teamwork and mutual support look like. Team members were transparent, receptive to feedback, and adept at translating our needs into actionable strategies.
Good Drinks demonstrated responsiveness to our feedback on two separate customer promotion activations by quickly adjusting their promotional plans based on customer input. In the February “A Wins a Win” campaign, Good Drinks reviewed its offer and increased the price dramatically after receiving our feedback. They actively sought feedback through various channels and swiftly refined their offers to align with our preferences and expectations.
This same agility and desire to build a great working relationship were evident when planning the Miller Chill activation in July. We aimed to create a meaningful activation for our customers while growing our relationship with the two businesses. This proactive
approach enhanced customer satisfaction and contributed to the success of their promotional strategies, making Good Drinks the perfect choice for the Account Team of the Year award.
What our judges thought
We are thrilled to award this category to Good Drinks. As a relatively new business, Good Drinks has made considerable effort to align with our strategic goals and partner with us to achieve them. The team impressed us with its seamless collaboration and effective work methods.
It has demonstrated the ability to adapt and innovate, ensuring it meets and exceeds expectations in its partnership with us.
Good Drinks has been receptive and reacted to feedback quickly and efficiently. Congratulations to all members of the Good Drinks team on this incredible achievement.
Supplier of the Year
1. Small Supplier of the Year (Retail)
2. Large Supplier of the Year (Retail)
3. On-Premise Supplier of the Year
As the signature awards of the program, these suppliers will be exemplary partners who have achieved over and above expectations resulting from their collaborative ways of working and shared values.
All winners and finalists of each award will be considered for these Supplier of the Year awards. Nominations are not required.
2024 Winner Story
Zonzo Estate Small Supplier of the Year
With innovation at its core, Zonzo Estate in the Yarra Valley expanded to Spirits, Liqueurs, and Beer before it captured the hearts of customers with its smash hit, the Limoncello Spritz. The Spritz followed Zonzo’s success with Australia’s first bottled Peach Bellini, the Bellina ‘Bellini Di Cristina’. Zonzo is the poster child for all smallbatch suppliers starting local and evolving to become a brand on everyone’s lips. Supporting small producers to become successful national brands is key to our purpose as a national retailer. Originally building their brand on Marketplace, Zonzo Estate is a standout small local producer and a clear favourite this year for the Small Supplier of the Year.
What our judges thought
Congratulations to Zonzo Estate, a success story we love to tell and the deserved winner for the Small Supplier of the Year 2024. Its outstanding achievements over the past year have been ground-breaking. Our customers couldn’t get enough of the market-leading ‘Sunshine in a Bottle’ Limoncello Spritz. With this track record, we can’t wait to see what they deliver next!
2024 Winner Story
Carlton & United Breweries
Large Supplier of the Year
Once again, CUB has demonstrated an unwavering commitment to driving the Beer, Spirits and Premix categories through market-leading innovation, portfolio diversity and exciting customer engagement. In particular, with its broad generation appeal, the success of Hard Rated in the past 12 months has spearheaded CUB’s strategic growth, positioning it as a leader in the Premix space. CUB has worked hard to build on our relationship through collaboration and communication and, throughout 2024, has worked closely with Endeavour to prioritise strategic growth opportunities. We have partnered on several successful initiatives and look forward to working with CUB on many more.
What our judges thought
Congratulations to CUB on winning Large Supplier of the Year 2024 for a second consecutive year. New product development is retail’s lifeblood, and this year, CUB has dominated this space with leading innovations. Partnering with CUB on exciting projects has delivered aboveand-beyond results for our customers. We are excited to continue this dynamic momentum and look forward to sowing the seed for another year of success in 2025.
