AUSTRALIA’S LEADING LIQUOR INDUSTRY MAGAZINE
vol. 40 no. 10 - November 2021
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Editor’s note
Editor’s note Welcome to the November issue of National Liquor News.
WE ENCOURAGE RESPONSIBLE DRINKING Get the facts DrinkWise.org.au
On a category front, we’ve looked into the season ahead with an analysis on summer beer retail (from
For those of us in locked down areas, the small
page 58) and the Asian beer category (from page 38).
added freedoms of the past month have been
This is complemented by Seamus May’s exploration
amazing and are set to get even moreso in this
into the Scotch and Irish whisk(e)y category from
month ahead as more restrictions ease.
page 68, Brian Chase Olson’s report on the New
What the next few months will look like still has an edge of the unknown, and this makes planning
Zealand wine sector from page 62, and a feature on the trends in premium mixers from page 52.
for a post-pandemic future difficult. This was
Elsewhere in this issue, our wine tasting panel is
something I wanted to know more about, so it
back with a rosé review, and our regular contributors
formed the basis for a session I hosted at the end
provide valuable commentary on all corners of the
of last month at the Bloody Big Drinks Summit.
industry, including; Alcohol Beverages Australia,
Bringing together three of the nation’s banner
Retail Drinks Australia, Strikeforce, Independent
groups, this particular session is one of more than
Brewers Association, eLease Lawyers, and Wine
60 in the Summit’s massive online library of virtual
Australia.
content, available to ticket holders until October
Add in all the latest product and industry news,
next year. Read more about the event’s highlights
and this becomes a bumper November issue of
and how to catch up from page 34.
National Liquor News. I hope you enjoy it!
This issue is the last one before we officially hit summer and the Christmas month. To help you
Cheers,
prepare for such craziness, we’ve brought together
Brydie Brydie Allen, Editor
season predictions from IRI and Snooper (from
02 8586 6156
page 42).
ballen@intermedia.com.au
Premium Mixers
Mixing things up Consumers are searching for the highest quality mixers that suit their spirit and lifestyle choices, and they’re willing to pay a premium for the privilege, writes Brydie Allen.
Premium Mixers
what’s the point of paying a premium for craft
“Drinkers seek reassuring quality signals
go well together in general and how simple it
spirits? Distillers have painstakingly infused
and brands which use botanicals will key
can be to create a great tasting drink. Caroline
delightful flavours into their craft and our
into premium quality cues. Drinkers will
Wood, Marketing Manager at Fever-Tree,
mixers exist to respect that. It’s for that reason
pay a premium for products with clear
said consumers are being drawn to premium
we design pairs to accentuate flavours and
benefits,” Waters said.
complement the spirit, rather than dominate.”
“The rise of at-home-consumption driven by lockdowns has made customers realise
benefits that premium mixers provide. The
you don’t need to be a mixologist and have
said: “Consumers have caught on to the
most successful brands in the market will be
tonnes of ingredients to make great tasting
fact that if they are spending money on a
those that fulfil those demands, to truly earn
drinks. You can achieve the same taste as a
good spirit, a premium mixer is part of the
their coveted spot on the shelf.
experience that they must also partake in.” Respect to high quality spirits is a key
trading up to elevate drinks like never before. this premium mindset, so too does the premium mixer market. After all, what’s the point of having a top shelf spirit without an equally top shelf mixer? This is the attitude behind Fever-Tree’s mantra, as Brand Ambassador Trish Brew said: “There’s one simple premise that we started with that still holds
Elevation through simplicity
“Elevated serves are becoming more
One of the biggest trends since the beginning
visible, drawing more people to explore the
When a mixer has this respect, quality and
of the pandemic in Australia has been the
wonderful world of premium mixed drinks.”
home cocktail movement, where consumers
Waters said this is why trending serves at
part a consumer’s decision to pay a higher
became mixologists and explored the
the moment include: “Minimalist cocktails
price, according to Olivia Waters, Marketing
possibilities of the home bar.
element for the premium mixer market.
Stuart Alexander and Co.
Through this trend, the knowledge base of consumers has grown – they have not
strong hold of today’s consumers, shoppers keep While the spirits industry booms off the back of
great cocktail in as few as two ingredients with an elevated serve,” Wood said.
flavour aren’t compromised, which is a huge
“A premium mixer is going to make all of the difference when it comes to pairing craft or top shelf spirits.”
with simple recipes or made with artisanal processes. They resonate because they signal both quality and flavour.”
only experimented with fancy tricky cocktail
Simple premium serves are also important
recipes, but they’ve also learned what flavours
for the large number of consumers who
➤
46 ‘Tis the season: Christmas gift guide
➤
68 Determined drams
➤
58 Summer beer retailing
Caitlin Lockie Marketing Manager StrangeLove
true to this day, that if three quarters of your drink is the mixer, use the best. “Offering a choice of high quality mixers to pair with premium spirits is key, as mixers are there to elevate the drinking experience by complementing the flavours in the spirit rather than overpowering them, as many poor quality mixers do.” Local premium mixer brand StrangeLove sees that consumers now realise the value of a premium mixer after previously having poor experiences with lower quality beverages. Marketing Manager, Caitlin Lockie, said: “A premium mixer is going to make all of the difference when it comes to pairing craft or top shelf spirits. “The mixer doesn’t exist in the glass to overpower the flavours held within the distillation, otherwise November 2021 | 53
52 | National Liquor News
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6 | National Liquor News
Editor: Brydie Allen ballen@intermedia.com.au General Manager Sales – Liquor & Hospitality Group: Shane T. Williams stwilliams@intermedia.com.au Group Art Director – Liquor and Hospitality: Kea Thorburn kthorburn@intermedia.com.au Prepress: Tony Willson tony@intermedia.com.au Production Manager: Jacqui Cooper jacqui@intermedia.com.au Subscription Rates 1yr (11 issues) for $70.00 (inc GST) 2yrs (22 issues)for $112.00 (inc GST) – Saving 20% 3yrs (33 issues) for $147.00 (inc GST) – Saving 30%
Top Reads
mixers through this knowledge, as they realise how attractive a simple elevated serve can be.
higher price for the perfect mixer have specific demands though, in addition to these baseline
Wright, Brand Manager for Bickford’s who
Manager at the distributor of Fentimans, As the premiumisation trend continues to have a
Consumers who are willing to pay that
Consumers are understanding why this is important now too, according to Amelia
Publisher: Paul Wootton pwootton@intermedia.com.au
To subscribe and to view other overseas rates visit www.intermedia.com.au or Call: 1800 651 422 (Mon – Fri 8:30-5pm AEST) Email: subscriptions@intermedia.com.au
a tonne of useful material, including our annual Christmas gift guide (from page 46) and silly
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Contents November 2021
Regulars 12 News: The latest liquor industry news for retailers
52 Premium Mixers: Elevating simple serves 82 Strikeforce: It’s the season to be ready
around Australia 15 Changing Rank: Industry professionals announce new roles
Wine 33 Wine Australia: Direct-toconsumer wine channels
18 Marketplace: Brand news
performing well for
and promotions 28 Alcohol Beverages Australia: From vision to action 32 Leasing: FAQ on commercial
wineries 62 New Zealand Wine Report 78 Wine Tasting Review: Rosé
rent relief in NSW 36 Trends: RTD volume share to double in the next five years
Beer 30 Independent Brewers Association: Planning
Retail Focused 26 Retailer Profile: Craig Hogan, Birkdale Bottlemart Cellars 29 Retail Drinks Australia: Fostering future retail liquor industry leaders
the future for indie beer drinkers 38 Asian Beer: A region to watch 58 Summer Beer: Hot trends 76 Brew Review: Sours for spring
34 Bloody Big Drinks Summit: Catch up on all the action 42 IRI: What’s in-store this festive season? 44 Snooper: Spring racing through to summer 2021 – a return to 2019? 46 Christmas Occasions: ‘Tis the season to be gifting
8 | National Liquor News
Spirits 10 Cover Story: Southern Comfort makes summer drinking easy 68 Scotch and Irish Whisk(e)y Report
NEW
80 CALO RI E S . N O SUGAR
TO FIND OUT MORE CONTACT YOUR MOËT HENNESSY REPRESENTATIVE PLEASE DRINK BELVEDERE RESPONSIBLY
Cover Story
10 | National Liquor News
Cover Story
Summer drinks?
Too easy
Southern Comfort’s Hard RTD range is ticking all the boxes for consumers this season.
When the weather’s hot, so too is the RTD
two fresh and fun Southern flavours.
The range is available in 330ml cans at
market, as consumers look for refreshing
There’s Hard Apple, bursting with big
4.6 per cent ABV, available in convenient
beverages for any number of the season’s
crisp apple and a refreshing finish; and
four-packs that are ready for the grab and
social events.
Hard Peach, packed with peachy, punchy,
go customer no matter what the occasion.
One of the biggest things consumers
fizz and flavour. Both SKUs are designed
With a huge range of through the line
take into account when navigating the RTD
to be an easy choice for consumers this
activity planned for this summer, the
category of today is flavour. According to
summer season, ticking all their boxes
Southern Comfort Hard range is one not
2021 IRI data, flavoured RTDs are the
and recruiting a new generation into the
to be missed.
fastest growing segment of the category,
profitable dark spirits category.
with flavour being the number one purchase driver for RTD shoppers.
■
Oscar Barton, Senior Brand Manager at SouthTrade International, said: “With
Rising to meet that thirst for flavour is
the oversaturation of flavourless seltzers,
Southern Comfort’s latest RTD creation.
we have seen a resurgence in the flavoured
The Southern Comfort Hard range leads
RTD space as drinkers look for something
the way in dark spirit flavour innovation,
more to enjoy. Southern Comfort Hard
recognising the consumer need for easy
is just that - delicious flavours, made for
drinking yet interesting, full flavoured
easy drinking, that people can enjoy all
RTDs. Building on the core spirit’s character
summer long.
of being approachable and welcoming to
“Leading through flavour innovation,
all, the range brings a fun new perspective
Southern Comfort is forging a new path
to dark spirit RTDs.
for retailers and consumers within dark
“Whilst there’s been a lot of recent
spirits. The Southern Comfort Hard range
innovation in the ‘low cal’ and ‘low alc’
will recruit a new generation of drinkers
space, the reality is that the majority of
who will kick-start their life cycle journey
our RTD drinkers are still actually looking
within the category.”
Try it for yourself
for full flavour and refreshment. Aussies
Through the strategic positioning of this
are looking for drinks that seriously
latest range, Southern Comfort is delivering
deliver on flavour and refreshment,” said
a sessionable and full flavoured RTD for
Comfort Hard by heading to:
Fraser Lockwood, Marketing Director at
consumers while helping retailers capitalise
https://au.southerncomfort.com/
SouthTrade International, the Australian
on the growing RTD category in the high-
claim-your-free-sample/
distributor of Southern Comfort.
volume dark spirits space. Dark spirit RTDs
Need more convincing? You can access free samples of Southern
“This innovation came from a lot of
continue to be a huge driver of store volume
southerncomfortau
consumer engagement and the desire to
and profit margin growth, so by offering
create something that is truly different to
such an exciting range at an attractive price
southerncomfortaustralia
the rest of the category.”
point, Southern Comfort Hard provides a
Southern Comfort Hard comes in
Southern Comfort Australia
solid opportunity for retailers. November 2021 | 11
News The latest liquor industry
For retailers around the country
Wine community called on to join Sustainable Winegrowing Australia Australian Grape & Wine, The Australian Wine Research Institute and Wine Australia are calling on all of Australia’s
L-R: Thomas McNeilly (Young Retailer of the Year), Andrew Charleson (Liquor Barons Duncraig), Callan Zahtila (Cape Cellars), Hon. Reece Whitby and Ric Puff (Cape Cellars).
grapegrowers and winemakers to become members of the national sustainability program, Sustainable Winegrowing Australia. The program
LSA WA 2021 award winners named
helps members demonstrate their
The Liquor Stores Association of WA (LSA WA) recognised excellence last month at
sustainability credentials as well as
the 26th annual Lion Liquor Industry Awards.
continually improve on them. Tony Battaglene, Chief Executive of Australian Grape & Wine, said: “There has been an acceleration around the
Peter Peck, LSA WA CEO, dubbed this year’s event a great success and said: “There are a lot of quiet achievers in the packaged liquor sector who simply never get acknowledged for their hard work and community service. “The Liquor Industry Awards recognise some of the individuals, teams and
world of consumer sentiment towards
families who go above and beyond – sometimes in very difficult circumstances – to
sustainability and it is taking the global
provide responsible, diverse and sustainable service in almost every town in WA.”
wine sector with it. Consumers, retailers
Big winners of the night included Liquor Barons, which took out the Metropolitan
and governments are all paying attention
Liquor Store of the Year and Overall Liquor Store of the Year with its Duncraig
– there has never been a more important
outlet. Country Liquor store of the Year was won by Cape Cellars in Busselton,
time we paid attention too.
making this the fourth time the family business has won the title. The retailer
“At the moment, consumers’ purchase considerations are driving this action, with retail trends and supply chain
awards were rounded out by Thomas McNeilly from Karalee on Preston, who won Young Liquor Retailer of the Year. The night also recognised some of the great work happening in WA to reduce
requirements quickly catching up. Soon
alcohol related harm. The Quiet Achiever / Community Service Award was
we’ll have no choice but to demonstrate
given in recognition of these efforts, to joint-recipients Senior-Sergeant Jeremy
sustainability and it is better to be
Marklew and Port Hedland licensee Brent Rudler, who engineered and led the
prepared for it.”
implementation of the Hedland Liquor Strategy, a pre-cursor to the Banned
Sustainable Winegrowing Australia
Drinkers Register.
supports more than 700 members and
Minister for Police, Road Safety, Defence and Veterans Issues, Paul Papalia
has membership growth of 32 per cent
CSC, was also recognised for his commitment to reduce problem drinking with the
in the past financial year, gaining real
Banned Drinkers Register during the first term of the McGowan government.
traction with the wine community. It is
The final sector of the industry recognised on the night were the suppliers and
also one of 40 founding members of the
sales representatives. Sales representative awards were won in the beer category
newly formed independent Sustainable
by Scott Ellis – Coopers; in the wine category by Paul Vernon – Accolade; and the
Wine Roundtable that is defining a global
spirits category by Dan Partington Smith – Diageo. Meanwhile, Beer Supplier of
sustainability standard for the industry.
the Year was won by Coopers, Wine Supplier of the Year was Accolade Wines, and Spirit Supplier of the Year was Brown-Forman.
12 | National Liquor News
News
Wine Depot acquires Kaddy Top Newsletter reads
WineDepot has moved to strengthen its position in the digital alcohol beverages space with the total acquisition of Kaddy. The two businesses will merge to form Australia’s largest alcohol-focused cloud➤
based logistics and marketplace platform. Mike Abbott, Co-founder of Kaddy, will join
E ndeavour Group launches first sustainability strategy
the board of Digital Wine Ventures (WineDepot’s ➤
parent company) and head the platforms division of the combined business. Rich Coombes,
T he Bottle-O gives abandoned fridges new life
Kaddy’s other Co-founder, will join as Head of Commercial, while WineDepot Founder Dean Taylor
➤
will be CEO of the entity.
C hâteau Tanunda opens Sydney cellar door
Together, the combined operation will immediately account for over 1900 buyers along with over 1000 suppliers accounting for more than 10,000 products.
➤
“The depth, variety and diversity of our combined product range will be impressive, with a strong differentiating focus on craft, independent, boutique, and emerging brands not currently available through mainstream distribution,” Taylor said.
➤
“The technology deployed by each company can be easily and quickly integrated to unlock synergies that benefit suppliers, retailers and distributors alike, a process that we anticipate will start releasing value within a few months.”
➤
Digital Wine Ventures (ASX: DW8) raised $12.75m via a placement to institutional and sophisticated investors to fund the deal and provide expansion capital for Kaddy’s marketplace development. It has also announced it will invite 10,000+ existing retail investors to participate in capital raising via a $2m Share Purchase Plan on the same terms. Subject to DW8 shareholder approval, Kaddy shareholders will receive total consideration of $6.75m in cash and 484.9 million DW8 shares. Approximately $5.3m of the funds raised will be used to accelerate the expansion of Kaddy’s B2B marketplace.
The Whisky List launches distribution team
N o and low alcohol drinks help moderate consumption B udweiser named best global alcohol brand W TO establishes panel to examine China wine tarriffs
Sign up to our fortnightly Newsletter by going to this URL: https://theshout.com.au/ national-liquor-news/ subscribe/
Emma Cookson and Larry Aronson
The Whisky List (TWL), Australia’s largest whisky marketplace, is expanding operations with the creation of a new distribution team. In addition, it is partnering with Distell Group to have Bunnahabhain, Tobermory, Deanston and Ledaig as flagship brands in the distribution portfolio, as well as representing a select group of premium whiskies from Australia, Scotland and the US. The distribution business will supply hospitality and retail trade, as well as support local Australian distilleries with Sydney-based warehousing and logistics. Chris Ross, Co-founder of TWL, said: “The heart and soul of TWL is sharing great whisky with others. With the new team in place, we now have the opportunity to champion a select few of our absolute favourites, and in the process, help support our great Aussie independent retailers with whisky that their customers will love.” The expansion has seen TWL make two new hires with Larry Aronson coming onboard as Head of Sales and Distribution along with Emma Cookson who joins as Whisky Specialist and Editor.
November 2021 | 13
News
Credit: Dean Ingwersen, Birdlife Australia
Changes to the ACT and NSW Container Deposit Schemes The Container Deposit Schemes (CDS) of both NSW and ACT have announced changes in the past month. In NSW, scheme coordinator Exchange for Change has announced the supplier contributions that fund Return and Earn will be frozen for six months, after moving to a fixed price by material type method in February this year, in recognition of the difficult and uncertain economic environment. The price freeze is intended to support suppliers impacted by the pandemic, and goes alongside the introduction of a Small Supplier Program, with quarterly invoicing instead of monthly, and the temporary removal of the $13.70 container approval new containers. It does not impact the 10c
Hawke’s Brewing helps endangered woodland birds
refund customers get at the point of return.
Hawke’s Brewing has successfully funded a Landcare project to help woodland
application fee for small suppliers registering
Meanwhile, in the ACT, Exchange for Change has introduced long-term fixed
birds in the NSW Capertee Valley. The Hawke’s Brewing Landcare Threatened Species Grant enabled the
pricing per material type, to be effective from
Water for Woodland Birds project by installing watering points at key breeding
February 2022. The move will provide price
locations of the Regent Honeyeater.
stability and is the final stage in the transition
Kerrie Cooke, President of Capertee Valley Landcare, said: “Because of this
to a simplified supplier contribution approach
project, we are now providing water to our woodland birds in a safe setting,
for the state’s CDS, in line with other schemes
close to their preferred habitat and nesting areas.”
across the country. Exchange for Change CEO, Danielle
Hawke’s Brewing Co-founder, Nathan Lennon, said: “It’s been incredibly gratifying to support multiple Landcare groups like our mates in the Capertee
Smalley, said: “Many beverage suppliers are
Valley and help fund critical community-based projects. It’s wonderful to see the
contributing to multiple schemes across the
amazing environmental outcomes that they have worked so hard to achieve.”
country and we are constantly looking for
The brewer’s namesake and former Prime Minister, Bob Hawke, was integral
opportunities to make it easier for suppliers by
to Landcare’s creation in 1989, remaining a strong supporter throughout his life.
creating greater alignment between schemes.”
His only condition for Hawke’s Brewing using his name was to donate 100 per cent of his royalties to Landcare. “Our promise to Bob was that we’d grow Hawke’s into a national brand, worthy of his legacy, while giving all Australians the opportunity to not just enjoy our beers, but also do to their bit for our beautiful environment. We’ve
Since 2017, Hawke’s Brewing
always said we’d like to contribute over
has helped fund numerous
$1m in donations to Landcare Australia.
Landcare Australia projects
As we scale to become national,
through nearly $300,000
this milestone is drawing nearer,”
worth of contributions.
said Lennon. 14 | National Liquor News
News
Changing Rank
BrightSide announces recent placements Amber King and Sue Lauritz, Directors at BrightSide Executive Search have been trusted advisors to the drinks industry for well over a decade. BrightSide is the only 100 per cent dedicated drinks recruitment specialist in the country. Despite these unprecedented times where recruitment has never been tougher, they have continued to make great placements throughout the industry and partner with multiple businesses across all categories to achieve amazing results, finding the talent they need and offering candidates outstanding career opportunities. Here are some of their recent placements.
Campari Australia is thrilled to have Jason Pawley join as NBM On-Premise and as the strategic lead for the on premise channel.
House of Fine Wine was pleased to announce Mel de Barra as Trade Marketing Manager, working closely with the Henschke team.
Voss Water welcomed Alan Thompson to the business as National Sales Manager, working closely with Asahi Lifestyle Beverages.
Proximo Spirits is excited for Nick Payne to join as the Head of Independents, managing the channel and a national team.
Duncan Ashcroft is enjoying his new role as the Category Insights and Innovation Manager at Coopers.
Hayley Moorhead has been loving her role with Fever-Tree as their State Activation Coordinator.
Russell Hole has been welcomed as Head of Sales for GAP Drinks working closely alongside the SouthTrade team.
Thirsty Camel is appreciating Tanya Pickering in her new role as their National Marketing Manager.
Edgemill Group is excited to see the changes Zach Wilson will bring as their new General Manager.
Brick Lane Brewing Community is loving Tasha Harp Kennealy as their Marketing Director.
For more information go to www.brightside.careers or to look for current opportunities check out the BrightSide LinkedIn page: www.linkedin.com/company/bright-side-executive-search
November 2021 | 15
News
Asahi Beverages names new CUB CEO Asahi Beverages has announced the appointment of Danny Celoni as the new CEO of Carlton & United Breweries (CUB). Celoni’s beverage career started with Diageo in 1996, where over a 17 year career he rose to become Commercial Director for Australia, NZ and South Pacific. His most recent role has been CEO of PepsiCo’s Australia, NZ and South Pacific business. Robert Iervasi, Group CEO, Asahi Beverages Oceania, said: “Danny has built a formidable reputation across the beverages industry in Australia L-R: David Smith and James Brindley
and Asia over 25 years. Danny’s proven ability to successfully run large and complex businesses, across alcohol and non-alcohol, was critical in our
Leadership changes at Lion
decision to recruit him to become our new CEO of CUB.
Lion has announced some changes to its
PepsiCo, one of Asahi Beverages’ key strategic partners. We’ve observed first-
executive team, with Managing Director
hand his ability to understand and deliver great results for his customers, and
James Brindley set to leave at the end of the
build exceptional teams.”
year after 27 years with the company. Lion CEO, Stuart Irvine, said: “On behalf
“We’ve had the pleasure of working closely with Danny over his time with
“CUB is a great business, with an unbelievable portfolio, and we couldn’t be more pleased that Danny will be running it. With Danny’s forward-thinking
of the entire Lion business, I’d like to thank
approach to business, he’s going to make a very significant contribution to
James for his outstanding leadership and
building our teams, delivering on our strategies for growth, and forging great
commitment to Lion’s people, customers and
relationships with our customers and partners.”
communities. “As always but over the past 18-months in particular, James has demonstrated true partnership through the most challenging period our industry has seen. I know that our
Celoni will also join the Asahi Beverages Oceania Executive Leadership Team, reporting to Iervasi, and Peter Filipovic will continue as CEO until Celoni commences in February.
Metcash announces new CEO
customers will join me in thanking James for
Metcash has announced that Group CEO, Jeff Adams, has notified the
his support during this time.”
Board of his intention to retire from the role and that Doug Jones, currently
Brindley added: “After many years being part of this wonderful industry, I have decided it is time to call last shout and move on. I
CEO and Senior Vice President of South African-based Massmart Wholesale, will succeed him. Jones is a highly experienced executive with extensive wholesale, retail
am grateful to the incredible people I have
and e-commerce experience. He has spent the past 14 years with Massmart
had the privilege to with work with, not only
group which is majority-owned by Walmart Inc. It has leading market positions
colleagues but especially our customers and
in wholesale food, liquor, home improvement and general merchandise.
community partners.”
Jones is a qualified Chartered Accountant and has previously held
David Smith, former Managing Director
senior finance positions in Makro SA, Amalgamated Beverages Industries
of Diageo Australia, has been announced
Limited and The South African Breweries, all in Johannesburg, Coca-Cola
as Brindley’s replacement and will return to
Enterprises in Canada, and Deloitte in both Canada and South Africa.
Australia after being previously being based internationally. Another change at the business is the
Metcash Chairman, Rob Murray, said: “Doug’s extensive and distinguished international experience across wholesale, retail and e-commerce markets made him the standout candidate to succeed Jeff.
appointment of Anubha Sahasrabuddhe, who
He is passionate about the success of independent retailers and we are
joined the company earlier this year, as Chief
looking forward to him joining us and taking the company forward.”
Marketing Officer, responsible for marketing across Australia and New Zealand.
16 | National Liquor News
Jones will join Metcash on 1 February 2022 and the group said he will work closely with Adams on a smooth transition into the role.
News
Liquor Marketing Group appoints CFO Liquor Marketing Group (LMG) has announced the appointment
Wine Australia welcomes new CEO
of Jonathan Harrison, who will
Wine Australia has announced Dr Martin
be joining the company as Chief
Cole (pictured right) will join as its new CEO
Financial Officer.
on 15 November 2021, replacing Andreas Clark who left the
Harrison joins the retail group with a wealth of industry experience, such as nine years
organisation in July. Dr Cole joins Wine Australia from the University of Adelaide, where he is the Head of School, Agriculture, Food and Wine.
at Lion in several senior finance
Wine Australia Chair Dr Michele Allan said: “Along
roles, including Head of Finance
with his wine sector experience, Dr Cole brings extensive
for Malt Shovel. Prior to that,
experience across government, academia and industry –
he also spent 10 years with PwC in a senior role with its Risk and
including the broader agricultural sectors – and has held
Controls team.
senior leadership positions at CSIRO, overseas and in larger
“I am very excited to be joining LMG. Transitioning from supplier to retailer focus allows me to leverage my existing
commercial companies. “His collaborative, multidisciplinary approach and
industry experience while providing some fresh perspective on
extensive experience in stakeholder engagement will be
the market,” said Harrison.
of great benefit to the sector, as we focus on growth
LMG CEO Gavin Saunders said: “Jonny Harrison joins our
opportunities for growers, producers and exporters post-
team with more than 19 years’ experience helping businesses
COVID-19, Brexit and China’s deposit tariffs on bottled
tackle complex problems and designing strategies and solutions
Australian wine imports.
to drive sustainable growth.” The creation of this role was driven by great growth for LMG
Dr Cole said: “I am excited to be joining Wine Australia at this critical time. Grape and wine is such an important sector
over the past four years – with more than 1400 stores under
for Australia but faces many challenges and opportunities.
its Bottlemart, SipnSave, Harry Brown and Thirsty Camel WA
“Without doubt, excellent collaboration and world best
banners, membership volumes have grown more than 50 per
practice innovation will be critical to driving future growth
cent in this period.
and profitability for our stakeholders.”
Marketplace Brand news and promotions Herradura Selección Suprema brings classic taste to Millionaire’s Margaritas In 1995, Tequila Herradura created the extra añejo category with the ultrarested Selección Suprema. Aged for over four years in American white oak barrels, the process produced an unmatched tequila unlike anything the world has ever tasted. Today, this Herradura Selección Suprema is an extra añejo tequila
Ampersand Projects launches innovative new multipack Independent Australian drinks producer Ampersand
aged for 49 months, an exceptional four years above standards. The
Projects has again tapped into its innovative
resulting taste is unhurried excellence. Extra aging creates a tequila
nature with its latest release, the Vodka Soda
of an extremely rich, dark amber colour with cooked agave, spice and
Sunset Series Cooler Pack.
floral notes. Exceptionally smooth and complex Selección Suprema has
Available nationally now, the pack features nine cans of 355ml vodka soda RTDs in three exclusive
a lasting, subtly-sweet aftertaste. This tequila is best enjoyed straight, possibly with an ice cube, but we
flavours not available separately - Pine-Lime,
all know how delicious a margarita can be and some Herradura partners
Raspberry and Passionfruit. All at 4.2 per cent
have been rumoured to offer a ‘Millionaire’s Margarita’ on request using
ABV, each flavour also has no added sugar, and
this delicious drop.
is gluten free and low in calories, like the wider
The fantastic Koi Dining
Ampersand Projects RTD range.
Broadbeach uses the following
“We noticed that the trend towards outdoor
recipe:
gatherings was rapidly growing. A surge in picnics
• 60ml Herradura Selección
- due to the new COVID rules but also as it’s a
Suprema
great way to socialise with friends. We wanted
• 20 fresh lemon juice
to create a pack that was a bit different and
• 7.5ml fresh lime juice
with some packaging innovation we came up
• 5ml Agave
with the Vodka Soda Sunset Series Pack. It works
• Edible gold rim
as a portable esky as you can add ice straight
• Ice sphere
into the pack,” said Alex Bottomley, Director at
• 15 ml sipping suprema on the
Ampersand Projects.
side.
Being a multipack, the Vodka Soda Sunset Series Cooler Pack is a great way to increase
If you don’t have any edible
basket spend, especially in the lead up to summer
gold available, then there is of
when outdoor social events are more common
course the ‘Classic Millionaire’s
than ever.
Margarita’ which is:
In addition to this key element, Bottomley it is
• 60ml Herradura Selección
a: “Unique innovation that is a point of difference
Suprema • 20ml Herradura agave • 30ml lime juice
in-store as there is nothing else quite like it. The For more information on
sunset series flavours are exclusive to the pack
Herradura, contact your local
adding to the allure of the pack. We have already
Brown-Forman representative.
seen great interest on social media in advance of the launch.”
18 | National Liquor News
Marketplace
Paul John Nirvana creates entry point for Indian single malt whisky
Belvedere launches organic vodka soda RTD
The latest product to hit Australian shores from Indian
with the launch of Belvedere Organic Vodka Soda, which will only
distillery Paul John is captivating blended Scotch whisky
be available in Australia.
drinkers. Paul John Nirvana is a thoughtfully created
Moët Hennessy has made its first move into the RTD category
As the consumer demand for premium, ‘better-for-you’
unpeated Indian single malt whisky, which heroes
lower calorie and sugar free products increases, the Belvedere
affordability, approachability and aspiration to encourage
Organic Infusions range is bang on trend. The three flavours
more whisky lovers to trade up and discover the world of
in the range contain no sugar, no artificial flavours or
single malts.
preservatives and less than 83 calories per can.
Targeting the ambitious and mindful consumer, the
Moët Hennessy said the range was “the perfect summer
40 per cent ABV award winning whisky offers a lighter,
refreshment for those who are wanting to make more mindful
aromatic palate that is ideal for summer. On the nose,
drinking choices but don’t want to compromise on quality
honeycombed bourbon and luscious fruitcake give way
and flavour”.
to a light whiff of enticing caramel pudding, while the
The three flavours in the range are:
palate shines with soft honey and a slight salt-edged
• Lemon & Basil with a touch of Elderflower – 83 calories per can
barley. The finish is immensely long and richly flavoured
• Blackberry & Lemongrass with a hint of Sage – 80 calories
as the honey barley and succulent vanilla dissolves. Andy Milne, Senior Brand Manager at SouthTrade International, the Australian distributor of Paul John, said:
per can • Pear & Ginger with a drop of Linden Honey – 83 calories per can
“We recently launched Paul John Nirvana in Australia
In addition to the low calorie, low sugar elements of the range,
which is retailing for around $65-70 a bottle. This is
the organic sodas have EU and USSDA organic certification,
incredible value for whisky overall, not just Indian whisky.
ensuring they are made only with ingredients that are farmed
An unpeated whisky matured in ex bourbon barrels. This
with no artificial pesticides, additives, or chemicals, which Moët
is light, easy to drink and mixes exceptionally well.”
Hennessy says “allows the natural taste of each ingredient to
For more information, contact your local SouthTrade International representative.
shine through”. Launching exclusively on Australian shores just in time for summer, the Belvedere Organic Infusions are available now in a ready to serve 250ml can and convenient four-pack format, with an RRP of $28 per pack.
November 2021 | 19
Marketplace
Find key insights about the Scotch and Irish Whisk(e)y categories from page 68.
Campari to bring Truly Hard Seltzer to Australia Campari Australia has partnered with The Boston Beer Company to make a deal which will see Campari Australia locally manufacture and distribute the hugely popular Truly
Shanky’s Whip launches into Australia
Hard Seltzer in Australia from February 2022.
Fresh off the boat from County Cavan is Shanky’s Whip, a smooth
Hard seltzer is a massive category in the US and so far
black Irish whiskey liqueur that is an exciting new addition to a
this year Truly has generated more than 50 per cent of all
popular category. A unique blend of pot still whiskey and spirits,
hard seltzer category growth in the US. Truly has grown
Shanky’s Whip offers natural flavours of vanilla and caramel and a
the most out of all hard seltzer brands, and has outgrown
creamy stout-like finish. It is perfect for those like the taste but not
the category for 13 months straight.
the burn of traditional whiskies.
Simon Durrant, Managing Director, Australia and
“Flavoured spirits provide an ideal entry point for consumers
New Zealand at Campari Group, said: “The industry is
who like the idea of whiskey but don’t know where to start or find
constantly evolving. Seltzer RTDs really have exploded
traditional whiskies too harsh or strong.” said Gemma Eastwood,
in this market and are now the sixth biggest player
Marketing Manger for Stuart Alexander & Co.
in the ready-to-drink category, with growth driven
“With a smooth, creamy malt flavour and subtle heat, Shanky’s
by consumers looking for flavour-forward drinking
Whip is perfect for those looking for something a little less serious
experiences and choice.
in their whiskey. The brand essence is very much irreverent and fun
“The introduction of Truly Hard Seltzer in Australia,
with a touch of larrikinism that holds so much appeal for Aussie
through our partnership with the Boston Beer Company,
consumers. The versatility of Shanky’s makes it very approachable
will enable us to seriously play in this category.”
as well – pair it with cola, mix it in cocktails and built drinks or
Dave Burwick, President and CEO of The Boston Beer Company said: “We have seen tremendous growth in
simply shoot it straight.” Crafted by Shanky & Shireman under bond in Ireland, Shanky’s
the seltzer category in Australia and we are excited to
Whip features a bespoke glass bottle and vintage inspired
bring our iconic Truly Hard Seltzer brand to the Australian
matchbox artwork bearing its namesake, the fantastical Irish
market, giving Australian drinkers even more reasons to
jockey, Shanky, a wild boy of racing. As the legend goes, when
taste what the vibrant seltzer category has to offer.
Shanky was banned from racing horses he was determined to
“Campari shares our passion for brand building and driving sustainable category growth. While we are focused on launching Truly Hard Seltzer, we also see the potential to expand into other Truly product lines.” 20 | National Liquor News
return to the track and so turned up with an ostrich and cart and, of course, a whip. Shanky’s Whip will be available to on- and off-premise outlets nationally from this month.
orders@whitebay.beer
https://whitebay.beer
Marketplace
Naked Life Spirits launches new RTD range Local non-alcoholic drinks producer, Naked Life Spirits, has introduced a new range of RTDs, with 11 different SKUs hitting shelves now. Famous for its sugar-free sodas and iced teas, Naked Life’s new range will include non-alcoholic canned cocktails and dark spirit inspired mixed drinks. Each product is free of alcohol and sugar, and extends on the brand’s ethos to champion a ‘healthier’ community. “We want Australians to enjoy a drink which has the unmistakable taste of a cocktail without the alcohol, sugar or high calories. We worked with a select team to craft each batch with a carefully distilled blend of botanicals and ingredients,” said Founder and CEO, David Andrew. “We are incredibly proud of what we’ve created here. In the rush to get out of lockdown, we are proud to help Australians redefine what an afternoon beverage or evening drink may look like. They are celebrating the moment, but in a way that fits their lifestyle.”
Level up this summer with Hennessy Hennessy, the world’s bestselling Cognac, is marching headfirst into Summer and encouraging Australians to elevate their favourite mix by adding a Hennessy twist. Hennessy V.S is bold and fragrant. Easy to enjoy, it’s the perfect addition for high-energy occasions and sharing any moment with friends. You may think you’re meant to drink Hennessy V.S straight, but the round and robust flavours make it the secret ingredient consumers have been waiting for and ideal for any cocktail; from classic recipes and sophisticated creations to easy mixed drinks. With so few ingredients in classic cocktails, starting with a high-quality base spirit is essential. Hennessy V.S brings elegance and complexity to any mix while showcasing its versatile appeal. Whether it’s adding an extra dimension of nuttiness and vanilla to the traditional Espresso Martini, shaking up a Margarita with an added touch of sweetness and floral notes, transforming an Old Fashioned with a new level of depth or the game changing mix, Hennessy x Ginger, where the spice from the ginger ale and freshness from the lime creates a perfect blend with Hennessy... The opportunities are endless, and an elevated moment awaits. 22 | National Liquor News
Marketplace
Wolf Blass releases alcohol free range Wolf Blass is rising to meet one of fastest growing segments of the market at the moment with the release of a new portfolio of non-alcoholic wines. Wolf Blass Zero features a Sparkling Cuvée, Shiraz and Sauvignon Blanc, all of which are also lower in calories and sugar. The new range is made non-alcoholic through a combination of processes called Spinning Cone Technology, where the original alcoholic wines are put through a distillation process to gently remove the alcohol without re-fermenting it. Chris Hatcher, Wolf Blass Chief Winemaker, said: “The Wolf Blass winemaking team believe we have been able to master the re-construction of the two separate components whilst still being able to replicate the varietals’ aromatics and taste that consumers would usually expect or experience from their wine. Through the passion, collaboration and dedication of our skilled winemakers, we were able to ensure the mouthfeel was put back into the wine – which is naturally contributed by alcohol – so that our de-alcoholised wines were still full of flavour and enjoyable for consumers. “Wolf Blass is known for creating great tasting, great value wines that suit all occasions and are enjoyed by people the world over. The new Wolf Blass Zero range is no different.”
Fever-Tree releases Refreshingly Light Wild Raspberry Tonic Fever-Tree has announced the latest vibrant addition to
Lighter variants of Fever-Tree’s Indian and Mediterranean
its product range in Australia – the Refreshingly Light Wild
tonics have driven strong performance of the brand, responsible
Raspberry Tonic with a hint of Rhubarb. The new mixer is
for over 65 per cent of Fever-Tree tonic growth in the last three
low calorie and naturally flavoured, catering to the growing
months. With this equally light release, Fever-Tree expects such
number of consumers looking for lighter beverage options.
strong performance to continue as it has in the UK, where the Wild
Fever-Tree’s Australian Brand Ambassador, Trish Brew, said: “We are seeing more and more Aussies experimenting with mixing drinks at home, using their premium spirit of choice and one of our mixers, and in doing so realise how easy it is to
Raspberry SKU became the brand’s third top-selling tonic after just three weeks. Distributed by SouthTrade International and available through independent wholesale, the new tonic comes in 500ml bottles.
make a delicious simple long mixed drink. “Our new wild raspberry tonic combines some of the best British seasonal ingredients, including freshly picked juicy raspberries from the valley of Strathmore in Scotland and a hint of sweet rhubarb from Norfolk. These refreshing, fruity flavours are an ideal complement to London Dry style gins, sweet and pink gins and premium vodkas.”
Find more insights about the premium mixer market from page 52.
November 2021 | 23
Marketplace
De Bortoli’s latest collection celebrates the Australian outback De Bortoli has announced the release of its latest collection, designed to celebrate the Australian outback and its wildlife. The three new wines are red varieties, including the Tempranillo By Night, the Ssshiraz, and the 8 Legged Red (Shiraz Durif), which are all described as “dark, bold, intense and mysterious,” yet all distinct in their own right. In this new collection, De Bortoli has created a web-based augmented reality (AR) experience for consumers, through partnerships with Rock Paper Reality and 8th Wall. Victor De Bortoli said: “With the ever-changing world of technology, we have the ability to provide our consumers with a blend of virtual reality and the real world. We are really excited about launching AR to bring our brand to life by using cutting edge AR technology. At De Bortoli we are constantly striving for new and unique ways to provide our consumers with engaging and interactive content that helps them connect more with our wines.”
StrangeLove evolves to meet changing consumer needs Premium Australian mixer producer StrangeLove is continuing to meet changing consumer needs in today’s market through innovation and brand evolution. With a core range of tonics that are the go-to for premium minded consumers mixing with Australian craft spirits, StrangeLove has always wanted to push the boundaries alongside local distillers. Around two years ago, the company thought it had enough tonics to fit such wide ranging consumer tastes. But when these consumers spoke up again, StrangeLove listened, creating the Coastal Tonic to provide for those looking for a lower bitterness profile. Today, Coastal Tonic is a favourite for Strangelove customers and illustrates how successful consumer-driven evolution can be. “We aim to not rest on our laurels and rely on the same recipe for decades. Instead, we are here to ride the wave of innovation hand in hand with craft distillers,” said Caitlin Lockie, Marketing Manager at StrangeLove. “We don’t create mixers to emulate what everyone else
small batch ideas.” The adventurous experiments are
in the market is supplying, products are always carefully
intended to be released exclusively to certain partners, and
developed based on distiller, venue or consumer demand.”
StrangeLove encourages anyone who is interested in these
This innovative spirit is set to continue in earnest into next year, with StrangeLove hinting at some “big experimental 24 | National Liquor News
ideas to get in touch, as they expect huge demand on release.
Marketplace
Finnish Arctic Blue Gin to land in Australia
Naked Grouse to evolve into new Naked Malt
Finnish drinks company
This November, Australia will see the next step in the
Arctic Blue Beverages
evolution of the fastest-growing brand in one of the world’s
has signed an exclusive
fastest-growing spirit categories (IWSR 2020).
distribution agreement
Launched as a blended Scotch back in 2011, Naked
with Australia’s Vintage
Grouse was revamped as a blended malt in 2017, ushering
House Wine and Spirits,
in consecutive years of double-digit growth. Now, to better
to bring its Arctic Blue
reflect its true nature, the ‘Naked’ brand is evolving to Naked
Gin down under.
Malt, reinforcing its quality credentials and priming it for
“We are very excited to partner with Finnish
even faster growth. As a unique blend of the world’s finest single malts,
company Arctic Blue
matured in ‘Naked’ first-fill sherry casks, this award-winning
Beverages, which has
liquid will not change one bit. But what will change is its
one of the most unique
packaging: a ‘Naked’ first-fill sherry cask replaces the grouse
gins in the world: Arctic
on the bottle, which stays entirely transparent to showcase
Blue Gin. The industry is
the liquid inside. Research in key markets has shown that
highly competitive and
these casks act as an essential quality cue for customers.
operates on an ‘innovate
The brand refresh has also allowed a switch to 100
or die’ basis, so it is
per cent recyclable packaging, which research reveals
no longer possible to
is important to younger blended malt whisky consumers.
compete with standard
Blended malt whisky continues to rise in popularity, with
gin. Arctic Blue Gin has excelled in standing out from
the contemporary whisky category showing solid double-
the crowd and being unique in its own way,” says Matt
digit growth with no signs of slowing.
Redin, Marketing Manager at Vintage House Wine and Spirits.
The finished Naked Malt blend features hints of buttery toffee and sweet spice on the nose, notes of vanilla, stewed
Valterri Eroma, CEO of Arctic Blue Beverages,
fruit and raisins on the palate, and with a rich and sherried
said: “Bringing our gin to the Australian market is an
spice finish, creating a contemporary spirit consumers can enjoy
important step for us in our Asia-Pacific strategy.
their way – whether neat, on the rocks or as part of a cocktail.
The first container of gin is already on its way to the land down under, and our aim is to get our products
For all sales enquiries, please get in touch with your local Spirits Platform representative.
widely distributed across Australia as soon as possible through Vintage House Wine and Spirits. Arctic Blue Gin is a labour of love for us and we have drawn inspiration, time and ingredients from Finnish nature into it. It’s a pleasure to see that it is appealing not only in Europe and Asia but also now in Australia.”
Quick fact
Outside of Finland, Arctic Blue Gin is currently sold in Norway, Denmark, Estonia, Germany, Switzerland, England, France, Spain, Japan, Singapore, Hong Kong, Thailand and the Philippines.
November 2021 | 25
Retailer Profile
Striving for the best in liquor retail Craig Hogan of Hogan’s Wellington Point Hotel has always sought to make his Bottlemart stores in the suburbs of Brisbane the best they can possibly be.
Craig Hogan got his first taste of the industry
the screws a bit tighter to get to where we
with a statement that their mantra at the
through his family’s business, Hogan’s
are now,” Hogan told National Liquor News.
moment is ‘be better than yesterday’ and
Wellington Point Hotel, as a teenager. Then,
Part of the Liquor Marketing Group
that could not ring truer for where I’ve been
after a carpentry apprenticeship, the third
(LMG) Bottlemart banner, Hogan operates
generation Hogan returned to the business
three outlets in the suburbs of Brisbane -
With this mantra in mind, Hogan said
and got his foot in the door with all areas
the drive thru at Hogan’s Wellington Point
he was thrilled to have Birkdale Cellars
of its operation, including the retail angle.
for probably all this time,” Hogan said.
Hotel, Birkdale Cellars, and Thorneside
chosen as the first store in Queensland to
“I saw opportunity with our retail - I just
Cellars. Collectively, his retail philosophy
go through LMG’s Retail Refresh Project,
wasn’t quite happy with how things were
has always been to ‘be better’ and constantly
which is due to roll out across the entire
looking and so I became interested in trying
look for ways to improve the stores,
nationwide network of Bottlemart, Sip’n
to make that better. That’s probably going
something he believes ties in great with the
Save and Harry Brown stores over the next
on about eight years now, and since then
wider banner.
24 months.
slowly, just every day, we’ve been turning 26 | National Liquor News
“LMG as a group have just come out
During the refresh of the store, Hogan’s
Retailer Profile
D'amore Bottlemart Cellars
philosophy to look for the best avenues for the business came into play, as he was determined to have no interruption in trade. “There were a couple of very long days… I had it in my mind that I wasn’t going to close the store. So there was after hours work - I think the first night we were there until 3:30am and I was back there at 6am, just trying to make the store work and continue for our customers so there was no real disruption for them,” Hogan said. “It was a challenge, but I was happy with the way we did it. Our business didn’t suffer and has now grown from it.”
Rounds of refreshment
Highlights of the refreshed Bottlemart Birkdale Cellars include a new store layout and displays,
Hogan’s Birkdale Cellars was the first Bottlemart in QLD to go through
that allow for increased product visibility, easier
LMG’s refresh project, but a similar response to the project has been felt
store navigation and an overall enhanced shopping
in other stores leading the way in NSW and VIC.
experience for customers. “I’m a very clean person - I hate mess and I hate clutter. And I think that’s what the retail experience should be like… clean, crisp and not having things where they shouldn’t be,” Hogan said. “We’ve dedicated areas to certain promotions and suppliers, and once they are full, that’s it. I’m not going to put something else on the floor for a shopping trolley to hit or a customer to trip over. We wanted to make a better shopping experience where its nice and clean and uncluttered.”
For example, Jordan Harris, owner of The Lakes Hotel which includes the first refreshed Bottlemart in NSW, said: “The new racking at The Lakes has not only freshened up the store, but it has lifted the customer experience, bringing it in line with our competitors. The changeover process was seamless and well organised. We are now ready to take the business to a new level.” Paul Rajkovski, Owner of D’amore Cellars, the first refreshed Bottlemart in Victoria, added: “The reaction from customers has been amazing. Every day we have customers coming into the store commenting on how open and shoppable the store looks and feels. We have already seen an instant uptake in spirit purchases via the four-way unit on the floor; while the premium stands with the glass cabinet adds a new dimension to our retail space and
Other than this latest refresh, Hogan’s in-store
is proving to be a winner with shoppers. The new layout provides added
innovations range from promotions that engage the key
flexibility in both range and presentation enabling us to satisfy our ever-
premium shopper market, to tailored product offerings
growing customer needs. The refit has been a credit to all those involved and
that provide choice at different price points. However,
as an owner/operator I could not be happier with the outcome.”
he also said that: “most of my innovations are never seen by customers, because they are all about making life easier for my staff so they can in turn spend more time helping customers and engaging them a bit more.” What Hogan’s retail philosophy and his celebration of the LMG refresh project shows, is a willingness to always try new things that could have a positive impact on the store and its customer base. He said: “I think if you’re not open to change, then you’re going to get left behind pretty quickly, especially in the retail space, as people are always looking for something new and different. You need to constantly be evaluating your business in that respect, or you’ll be left behind.”
■
The Lakes Bottlemart
November 2021 | 27
Alcohol Beverages Australia
From vision to action Impressive progress is already being made on goals our industry has set for the future, writes Andrew Wilsmore, CEO of Alcohol Beverages Australia.
Earlier this year, the Australian Alcohol Beverages
with a number of our distilleries continuing to win
Industry announced its 2030 Vision, a 10 year plan
global awards and accolades.
to help us grow across all sectors – from exports and
Looking more closely at our aspirations for driving
jobs to safer communities and stronger environmental
technology, our Vision supported the industry
commitments. Despite the challenges of COVID, it’s
investigating new means to achieve its future research
encouraging to see our industry ‘walking the talk,’
and development needs. Our wine sector has made
with impressive progress already being made against
investments into the use of robotics to integrate
the goals the industry set itself to achieve.
weather data and spray guidelines, which will both
One of our key opportunities for growth is
improve autonomous crop spraying and optimise yield
supporting measures to reduce Australia’s onerous
prediction in its vineyards. Our brewers are also getting
taxes on alcohol, so they are internationally
closer to their supply chain by establishing relationships
competitive, provide certainty for national and foreign
directly with barley growers to improve malting barley.
investment in the industry and reduce the burden of
The goal that has probably seen the heaviest lifting
exports, which was immediately challenged by the
Finally, sustainability has been front and centre
decision of China to impose prohibitive tariffs on
in recent investment decisions, with many industry
“Looking more closely at our aspirations for driving technology, our Vision supported the industry investigating new means to achieve its future research and development needs.”
our wine industry. This required a major pivot and
participants installing large solar arrays and
has resulted in the industry chasing new markets.
batteries on their retail stores or manufacturing and
Andrew Wilsmore
Hopefully a positive result from WTO processes will
warehouse facilities. The footprint of these solar
see a successful return to China, whose consumers
panel installations is seriously impressive and, when
love the taste of Australian wine, while also having
coupled with investments in sustainable agricultural
secured growth in new markets. Our burgeoning
practices, will reduce our overall carbon footprint to
spirits industry continues its export growth potential
help Australia achieve its global targets.
compliance for our businesses.
has been our industry making a positive commitment
The Australian Government has set this goal into
on the environment. We’ve seen Coca-Cola and Asahi
motion, with a positive review of the excise system
partnering to build a PET recycling plant; Endeavour
launched, and a budget announcement that excise
Group launch an in-store initiative to recycle can clips;
rebates for brewers and distillers would increase
and Lion launching a new beer using Kellogg’s cereal
from the previous 60 per cent cap on $100,000 to a
by-product and a commitment to dramatically reduce
higher $350,000. This will likely produce a positive
the two largest sources of plastic in its packaging –
knock-on effect where breweries and distilleries will
plastic shrink-wrap and plastic labels on beer bottles.
employ more workers, inching us closer to our goals to
These are just some examples of what our industry is
increase jobs by an extra 48,000 over the next 10 years.
collectively achieving as bold steps towards building
The Vision set out a bold plan to double our
28 | National Liquor News
a circular economy.
■
CEO Alcohol Beverages Australia
Retail Drinks Australia
Fostering future retail liquor industry leaders Retail Drinks is proud to recognise some of the country’s best young talent, writes CEO Michael Waters. Michael Waters and Tegan Clemow
The core role of Retail Drinks is to represent
Conducted for the first time in 2015, the
Manager, Retail Liquor Specialist Group),
the interests of all packaged liquor retailers
Young Liquor Retailer of the Year Award,
and our two immediate past winners
in Australia, nurturing a stable political,
sponsored by industry partner Rest Super
Monique Strand (Store Manager, Dan
social and commercial environment
since inception, recognises and rewards
Murphy’s Campbelltown NSW) and Sharni
in which the retail liquor industry may
outstanding future industry leaders and
Wise-Fenton (Retail Operations Manager,
grow sustainably.
promotes the diversity of viable career
Vantage Group TAS).
This important role is complemented
opportunities available in the industry.
All three panel participants shared
with the delivery of relevant, cost-effective
For those individuals fortunate enough
insights on their unique journey and
services to members, including our various
to win this prestigious award, an additional
experiences in the industry as well as how
professional development programs and
benefit is that our annual Young Liquor
receiving the award had benefitted them,
resources, which allow members to improve
Retailer of the Year is granted an observer
both personally and professionally. On
their knowledge, competence, skills and
seat on the Retail Drinks Australia Board,
behalf of Retail Drinks, thank you to Tegan,
effectiveness to ensure that together we lead
giving them direct exposure to key industry
Monique and Sharni for the contribution
by example through best practice retailing
leaders and first-hand insight into governance,
they continue to make to our organisation,
and are at the cutting edge of industry trends.
strategy and decision making at a high level,
and the broader industry.
As part of this remit, we develop, promote
which is a tremendous career development
and host a number of events and programs,
opportunity for any aspiring individual.
We look forward to next year’s Retail Drinks Industry Awards where we will again
including the annual Retail Drinks Industry
Pleasingly, our Young Liquor Retailer
highlight bright young talent, including
Awards – the peak national awards for
of the Year award is a very popular award
naming the 2022 Young Liquor Retailer of
Australia’s retail liquor industry, and a key
category – this year over 70 individual
the Year. To all the young liquor retailers,
award within this program is our Young
nominations were received from members
licensees, managers, owners and operators –
Liquor Retailer of the Year award.
across every state and territory for this
I encourage you to support Retail Drinks and
award alone, which is just incredible!
our future industry leaders by nominating
Retail Drinks is extremely proud to be able to recognise some of the country’s
It’s with this context Retail Drinks was
in the 2022 Retail Drinks Industry Awards,
best young talent, and is committed to
elated to again shine a spotlight on our
in the Young Liquor Retailer of the Year
encouraging and supporting professional
three most recent Young Liquor Retailer
category, or any other applicable category.
and responsible development of our future
of the Year Award recipients by co-hosting
Nominations are completely free for
retailers. We hope that our annual awards
a Panel Discussion alongside Brydie Allen
RDA members, and the nomination period
program encourages more and more young
from National Liquor News as part of The
will open on the 1st February 2022, with the
people in our great industry to be inspired to
Bloody Big Drinks Summit, with current
Awards Presentation scheduled to be held
develop lifelong careers in liquor retailing.
champion Tegan Clemow (ACT Area
in mid-May 2022.
■
November 2021 | 29
Independent Brewers Association
Planning the future for indie beer drinkers The Independent Brewers Association (IBA) is building a better picture of indie beer consumers in Australia, writes IBA CEO, Kylie Lethbridge. In 2021, and beyond, we raise our toasts using sour
undertaking two large consumer-focussed projects
beers loaded with fruit, chocolate-filled stouts with
to get a better picture of our audience and create a
hints of vanilla, or hazy IPAs full of tropical richness.
path forward for indie beer awareness. The first will
Now we want to make sure consumers do too.
work with a third-party research company to get a
Even with all the troubles of the last 18 months,
complete understanding of the awareness of craft and
it’s remarkable seeing breweries around Australia
the independence seal in the marketplace. We will use
“Outside of loving the delicious beer, we don’t yet have a full picture of what else consumers connect with.”
continuing to create a unique space for themselves in
the research to identify key drivers and motivators
the drinks market. We’ve got members that specialise
for beer purchasing decisions, measure awareness of
in lager, members that focus on aggressive India pale
the beer market and our Certified Independent Seal,
ales, and members who don’t sell anything that isn’t
while identifying how to best position the industry
aged in a barrel.
for the future.
Kylie Lethbridge CEO Independent Brewers Association
We are proud to bring this diverse world of beer
As that happens, we are also engaging an agency
under our independent umbrella. It helps us share
partner to help evolve the story of independent beer
knowledge, experience, resources, and provide
direct to consumer. The campaign will focus on three
support that otherwise wouldn’t exist. While the big
key objectives in the first year: increase consumer
brewers have access to global networks of breweries,
awareness of our Certified Independent Seal, raise
manufacturers and laboratories, a small brewery in
awareness of the value in supporting beer that carries
regional Western Australia, for example, might find
the seal, and develop the stories of the people behind
themselves trying to find solutions to problems that a
the beer. Like any industry made up of small business,
brewer in Melbourne solved years ago. The IBA helps
ours is full of wonderful people with unique stories
create these connections as well as fostering growth
and we want to share that with every consumer who
of the industry.
picks up a beer carrying that certification.
That will always be a big part of our Association,
An exciting piece of work, and only just the start of
however, there is one key part of our organisation and
a very long but important journey. At the end of the
planning that we know we need to develop: making
day, we wouldn’t be here without the customers who
sure the consumer understands the importance of an
have been supporting indie beer as it’s grown over
independent and Australian-led brewing industry.
the years, and our members can’t continue to thrive
We already know consumers love the product,
without us growing that pool of interested drinkers.
and the local meeting places that our members
Fortunately for us, the diversity of product now means
create around the country, but outside of loving the
we can welcome them with a beer from a rainbow of
delicious beer, we don’t yet have a full picture of what
different colours and a cocktail of flavours and aromas.
else consumers connect with.
The future for us is with the consumer, and we can’t
That is why over the coming months we are 30 | National Liquor News
wait to get our teeth stuck in.
■
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Leasing
Frequently asked questions regarding commercial rent relief in NSW As NSW begins to reopen, Marianna Idas, Principal Solicitor at eLease Lawyers, answers some of the most asked questions. Q What rent relief applies to commercial tenants suffering from the impact of COVID-19?
period of any rent waiver/deferral period. 5. Rent increases must freeze.
A: The Retail and Other Commercial Leases (COVID-19) Regulation 2021 (the Regulation), which commenced 13 July 2021
Q How is the turnover decrease determined?
and ends on 13 January 2022. This reinstates the National Cabinet’s
A: This is determined from the comparison periods the tenant relied on
Commercial Leasing Code of Conduct (the Code). The Regulation
when applying for the grants as a starting point. This would also include
and the Code are designed to provide protection to both parties
income derived from online sales.
and share the burden. Q What evidence is used to determine turnover? Q Which tenants are entitled to the protection?
A: Tenants should provide evidence, including BAS or an accountant’s
A: In most cases, a lessee qualifies for protection if they obtain one
letter confirming turnover reduction. Receipt of any grants should
or more of the below:
also be provided as this will form part of the turnover as noted above.
• 2021 COVID-19 Micro-business Grant • 2021 COVID-19 Business Grant
Q How long does this relief continue?
• 2021 JobSaver Payment
A: It should provide relief for as long as restrictions impact the tenant.
As well as the above, the following turnover in the 2020–2021
Many landords use the base as referred to the grants operating.
financial year must be less than $50 million to qualify. Q How long does the landlord have to reply to the tenant’s Q What protections apply?
request for rent relief?
A: Landlords cannot take certain actions against an eligible tenant
A: The Regulation requires landlords to respond within 14 days of
unless they have first renegotiated rent and attempted mediation.
receiving the request.
Some of the protections for tenants include: 1. Landlords cannot terminate for failure to pay rent.
Q What can a tenant do if they are threatened with eviction,
2. Tenants are entitled to a proportionate reduction in rent based
not provided rent relief, or an agreement is not reached?
on their decline in trade. For example, if the tenant has a 50 per
A: Tenants should contact Service NSW or a lawyer specialising in
cent decrease in turnover, they could obtain 25 per cent of their
leasing for guidance.
rent as waived and 25 per cent as deferred. 3. Deferred rent must be amortised over at least 24 months or the balance of their lease, whichever is greater, starting no earlier than the COVID-19 pandemic ending or the lease expiring. 4. Tenants must be allowed to extend their lease for an equivalent 32 | National Liquor News
The Small Business Commission’s mediation service can support the parties to resolve disputes. If mediation is not successful, then the parties may take the matter to the civil courts. Retail lease disputes can be heard in NSW Civil and Administration Tribunal.
■
Wine Australia
Direct-to-consumer wine channels performing well for wineries Sandy Hathaway, Senior Analyst at Wine Australia, describes how wineries have experienced the performance of the direct-to-consumer channel in 2020-21.
Australian wineries reported that direct-to-
Reflecting this change, the proportion of wineries
consumer (DTC) sales in Australia out-performed
charging for wine tastings increased from 54 per cent
other sales channels for wine in 2020–21, growing
in last year’s survey to 73 per cent this year and the
by 17 per cent in value and 14 per cent in volume,
average value for a tasting increased by more than 30
according to Wine Australia’s Wine Direct-to-
per cent. The share of seated tastings also increased
Consumer Survey Report 2021.
significantly, up from 44 per cent in 2019–20 to 66
IRI figures indicate that off-trade retail grew by
per cent in 2020–21.
four per cent in value and declined three per cent in
While cellar door sales have improved, the survey
volume over the same time period, while Australia’s wine
showed wine clubs struggled. Although winery-
exports declined 10 per cent in value and by five per
owned wine club sales revenue grew by 10 per cent in
cent in volume. On-premise figures are not available,
2020–21, wine clubs’ share of DTC sales was reported
but extensive lockdowns in Victoria as well as capacity
to have declined from 21 per cent to 19 per cent.
limits on hospitality venues and border closures are likely
Average case value also declined, and average value
to have heavily impacted on-premise sales.
per member declined by 14 per cent.
The survey responses showed that DTC sales were a shining light in a tough year for many wine businesses, particularly smaller ones that rely more
The full report can be found on the Wine Australia website.
■
Sandy Hathaway Senior Analyst Wine Australia
Graph: Average value and change year-on-year by DTC channel. Source: Wine Australia Wine Directto-Consumer Survey Report 2021.
heavily on DTC sales than on other channels. Across all DTC channels, the survey found that average retail sales value in 2020–21 was up three per cent to $239 per case including GST ($19.92 per 750 ml bottle). Apart from ‘own restaurant’, which is a very small segment, the highest average case value was for wine club ($262 per case) followed by cellar door ($254) and online ($210). There was a big drop in the average case value for online sales (down 14 per cent), while the average value per case for cellar door sales increased by 16 per cent. Cellar doors were reported to have performed well this year, despite COVID-19 restrictions and uncertainties, as wineries adapted business models and provided more tailored and more profitable experiences for visitors. November 2021 | 33
Bloody Big Drinks Summit
Access the Bloody Big Drinks Summit on demand The huge virtual event debuted in the last week of October, but you can still grab yourself a ticket.
In the last week of October, Food and
One of the highlights was the Retail Power
In addition to this, the panel also discussed
Beverage Media, publisher of National Liquor
Panel session, which brought together three
retail trends and their durability; strategies for
News, hosted the Bloody Big Drinks Summit.
retail banner groups to discuss how the off-
success such as loyalty programs, owned and
As the name suggests, it was a huge collection
premise landscape has changed during the
exclusive ranges, and localised campaigns;
of online sessions covering topics from all
pandemic, and what changes may still be to
and also how to plan for the unknowns of
corners of the industry, with over 80 speakers
come as the country reopens. The session was
the post-pandemic future.
from Australia and around the world sharing
hosted by Brydie Allen, Editor of National
Other highlight sessions for the retail
their insights, advice and inspiration.
Liquor News, and featured Chris Baddock,
industry were those that incorporated Retail
And although the Summit debut week has
CEO of Australian Liquor Marketers; Chris
Drinks Australia. CEO Michael Waters
passed, the invaluable collection of content
O’Brien, General Manager of Liquor Barons;
appeared on incredibly valuable panels
from this event is still available on demand
and John Carmody, Managing Director of
for businesses in the off-premise industry,
until October 2022, with more exclusive
Liquor Legends.
including those that looked at the online
content to be added as the year goes on. Plus,
One of the topics covered in this
sale and delivery of alcohol; data intelligence
session was the shopper shift to more local
and analytics solutions to help retailers grow
Food and Beverage Media Managing
stores, or “returning to the high street” as
margin and profitability; and also, how to
Director, Paul Wootton, explained the quality
O’Brien said. This has been especially key
best support and foster young talent into
and scope of the Summit’s content should
for independent retail, and led to a unique
industry careers.
appeal to everyone involved in drinks.
opportunity to create lasting impacts on
you still have time to get a ticket.
“We’ve assembled an incredible library of drinks knowledge and I encourage everyone to have a browse,” he said.
shopper behaviour.
Elsewhere in the program, retailers found value in sessions such as Beyond
As Baddock described: “The pandemic
E-commerce: The New Retail, by Norrelle
has created an influx of people who have
Goldring and Jane Lattimore from Ipsos;
“Just take a look – see for yourself. It’s a
shopped local [and have realised] these
The Off Premise Liquor Industry’s Ongoing
treasure trove of information. I’m confident
stores have got a great range, they’ve got
Love Affair with Promotions, by Simon
retailers and suppliers will find the content
a friendly person behind the counter, and
Elsby from Exceedra; How to Empower
an invaluable resource as we continue to
the pricing and competitiveness across the
Women in the Workplace, featuring a
navigate the uncertain months ahead.”
independents of the whole trade has been
range of female industry leaders including
really really good.
Lou Dowling from P&V Wine and Liquor
Event highlights
“The localisation and the realisation that
Merchants; and much, much more.
The full program for the Bloody Big Drinks
the local bottle shop is the destination to buy
Get your all access pass to explore the
Summit includes a range of unmissable
liquor has probably been the biggest change
full Summit, by heading to https://theshout.
content for the retail industry.
we’ve seen.”
com.au/bloody-big-drinks-summit/
34 | National Liquor News
■
Business advice & marketing tips More than 80 industry experts from around the world
Online event for EVERYONE who works in drinks Virtual library of ideas, insights and inspiration
LEVEL UP YOUR LIQUOR RETAIL BUSINESS Explore all Bloody Big Drinks Summit content on demand until October 2022 with an all access pass. Thanks to our Sponsors:
Supported by:
Find out more and get your pass here:
Data Predictions
RTD volume share to double in the next five years New research from IWSR predicts significant global change in RTD volume share, including leading markets like Australia. By Andy Young, Managing Editor of The Shout.
Leading global beverage data and insights
significant premiumisation trend in RTDs as
The research also shows there is a clear
analyst, IWSR, is predicting RTD volumes
more and more new brands enter the space.”
preference among consumers for spirit-based
in top global markets including Australia
Not surprisingly, hard seltzers are leading
RTDs in most markets, as these generally have
will continue to enjoy fast growth, with total
the charge, with IWSR projecting the sector
connotations of superior quality, though malt-
market share to increase from four per cent
will account for half of all global volumes
based products are gaining share as well,
in 2020, to eight per cent by 2025.
by 2025, up from 30 per cent in 2020.
driven of course by the rise of hard seltzers.
IWSR forecasts an approximate 15 per
Although much of this growth will come
RTDs have proven to be an effective
cent compound annual growth rate (CAGR)
from the US, the forecast for Australia is 24
opportunity for companies and brands across
from 2020 to 2025 for RTDs across 10 focus
per cent CAGR 2020-2025. Across the 10
the full spectrum of the drinks market, with
markets, compared to about one per cent
focus markets in the study, hard seltzer is
brewers and soft drink companies in particular
CAGR for total beverage alcohol during that
expected to post total volume growth of 26
finding opportunities in hard seltzer. Spirits
same period.
per cent CAGR 2020-2025.
and wine producers too have leveraged
The 10 focus markets of Australia, Brazil,
Rand added: “Hard seltzer volumes
existing brand awareness and equity to move
Canada, China, Germany, Japan, Mexico,
outside the US are small, but awareness
into RTDs, from pre-mixed cocktails and hard
South Africa, UK, and US represent more
is also low. As that awareness grows, we’re
seltzers to wine spritzes and coolers.
than 85 per cent of all RTD volumes
seeing that people are increasingly willing
worldwide.
to consider trying these products.
“It’s not just consumers who benefit from interesting and innovative RTD products, so
“RTDs are still growing at higher rates
“It’s important to remember that it took
too do global drinks companies. More than
than spirits, wine, and beer, signalling a
a few years for hard seltzers to catch on in
any other category, RTDs have truly captured
major shift in consumer interest in this
America, and we’re still in early days in this
and leveraged the trend of convergence in
category across all demographics,” said
category outside the US.”
the beverage industry,” said Rand.
Brandy Rand, COO of the Americas at
IWSR consumer research shows that
“Many well-known brands, from water
more than half of RTD drinkers (56 per
to energy drinks to coffee, have recently
“But it’s important to note that RTDs
cent) say that the regular release of new
crossed over into alcoholic RTDs, leading to
aren’t only stealing share from beer, they’re
RTD flavours is the most important factor
a number of strategic partnerships between
also attracting spirits consumers in markets
in establishing a premium image, followed
soft drinks, beer, and spirits companies in
such as Australia and the UK, and cider
by connection to a known brand, and the
order to successfully leverage distribution
drinkers in South Africa. We’re also seeing a
use of innovative packaging.
across multiple outlets.”
IWSR Drinks Market Analysis.
36 | National Liquor News
■
Liquor news straight to your inbox For the latest liquor retail news, subscribe to the National Liquor News e-newsletter
www.theshout.com.au/national-liquor-news
Asian Beer
Escape to Asia The Asian beer segment offers a bit of escapism while borders are closed, while also fulfilling a range of consumer needs in the warmer months.
Asia is the world’s largest and most
Yui Kitamura, Brand Manager for Kirin
But its not just Japanese beer that is
populated continent, covering about 30
(distributed in Australia by Lion), said
showing encouraging results. Kayvin Li,
per cent of Earth’s land area. Within the
Japan as a region is one strong example in
Marketing Manager at Ettason (which
continent are 48 countries, including many
the segment.
distributes China’s Tsingtao), said growing
that create iconic beers that Australian
“Japanese beer has recorded growth in
demand can be seen in the proportion of
consumers have come to know and love
both value and volume compared to the
Asian options within international beer
over the years.
previous year,” Kitamura said.
segments in-store.
A thirst for Asian beer continues today,
This has also been noted at Coopers
“Naturally, the industry as a whole was
thanks to a number of factors. And what
Premium Beverages, which distributes
badly hit by the still ongoing COVID-19
is most interesting about these factors is
Japan’s Sapporo Premium Beer. Coopers
pandemic… Despite this, demand for
how similar they are between beers from
noted that Sapporo had experienced double
international beer has been growing steadily,
different areas of Asia. Despite the huge
digit growth in Australia, with ex-brewery
reflected by the increased choices in the
array of cultures and countries on our nearest
sales up 10 per cent in the 12 months to
market. One only has to look at the current
neighbouring continent, there are a few core
August 2021. Off the back of this, Coopers
offerings in the major alcohol retailers -
elements that seem to draw the most interest
has announced it is introducing another
the international beer choices continue to
from Australian consumers, and these form
Japanese beer to the local market – Yebisu.
increase to meet this demand including
the basis of the category’s success here.
“We expect the introduction of Yebisu
Asian branded beers,” Li said.
will drive further interest in the Japanese
A steady segment
beer segment, appealing to a broad range of
Asian beer occasions
Despite overall beer consumption growth
discerning beer drinkers seeking discovery,
Some of the characteristics that draw
being comparatively low to other categories
quality and authenticity, and a richer, more
Australian consumers to Asian beers
in Australia, Asian beer segments have seen
rewarding flavour experience,” said Chris
revolve around the occasions that these
some good results as of late.
Levey, Yebisu Brand Manager at Coopers.
beers fit into.
38 | National Liquor News
Asian Beer
As Li explained: “The drinking
Ripe for summer
culture is slightly different between
Another core characteristic that Asian
Asian and Western. While generally
beers tend to have in common is being
Western drinkers will have a ‘drink’ as a
quite light and smooth. Joe Molinari,
standalone social activity, Asian drinking
CEO of Combined Wines and Foods
is mostly often an accompaniment to a
(which distributes Thailand’s Singha in
meal activity.”
Australia), said this element makes the
For this reason, Asian beer is seeing
segment poised for summer success.
great success with consumers looking
“Australian consumers love Asian
for beverage options that pair with
beers as they are lighter, easier to drink
food choices. With such wide access
and therefore more refreshing than most
to the particular foods that these beers
beers. The perfect summer companion,”
were designed to complement, it’s
Molinari said.
understandable what helps drive demand.
For many consumers, pairing Asian
Donald Pleasance, Exports Manager
beer and the summer season goes
for Good Drinks (which distributes
beyond this simple refreshment, and
Filipino beer San Miguel in Australia),
reminds them of happy memories of
said: “Given Australia’s population and
travel. Asian holidays and warm weather
proximity to Asia, Asian beer really
are often synonymous, and bringing the
resonates with Australian drinkers,
two together on home soil offers some
Cracking the Asian beer opportunity
perhaps more-so than European beers.
escapism back to those moments that just
There’s a big demand for it.”
aren’t quite possible yet.
Li added: “Asian cuisine has become
Pleasance said: “For some, the appeal
Stocking a strong Asian beer selection is
part and parcel of the Australian palate.
of Asian beer is simply approachable,
a great idea at the moment, because as
Having Chinese/Thai/Korean food on a
premium beer at a good price. But for
Pleasance said: “it’s an exciting opportunity
regular basis is the norm which bores well
most, particularly in Australia and during
to connect with even more consumers.”
for the continued growth for Asian beers.
the pandemic, Asian beer is a taste of
With so many segments fighting for
“The opportunity for retailers to
home or holiday memories. The San
shelf and fridge space this summer, it will
drive the messaging of Asian beers being
Miguel range caters to this reminiscence,
be vital to make sure this selection takes
the perfect Asian cuisine complement
bottling the energy of Asia - from
advantage of the season’s opportunity.
for all occasions will certainly promote
beachside parties to flame filled kitchens.
the continued growth of Asian beers
It’s your shortcut to Asia.”
Kitamura’s advice to do this is to focus the Asian portfolio to key target
in Australia.”
Kitamura added: “Especially with the
Kitamura said this is all linked
recent COVID impact, consumers are eager
noting: “Japanese beers play a critical
to a consumer desire for something
to travel. Premium international beer allows
role to drive value growth and drive
different and interesting, and is a trend
for this experience in a dining setting.”
trade up opportunities into the premium
that spans across occasions in the home
international category. Younger consumers
and the on-premise.
markets that will drive greater value sales,
The segment will certainly be an interesting one to watch when borders
“Consumers are looking for a premium,
do open again, as this may lead to
and they visit stores more frequently and
unique, and elevated brand experience.
more consumers developing a taste
spend more money. They are also seeking
They also look for a beer that complements
of international flavours. But in the
for more premium offerings.”
the food and is a step up from their
meantime, the bottle shop shelves are as
everyday venue,” Kitamura said.
close as they can get.
are higher value shoppers in this category,
■
November 2021 | 39
Asian Beer
Exploring Asian Beer The Asian continent has a huge range of beers to explore, and each country in the region has something different to offer. Here are just a few of what we can access here in the Australian market.
Kirin Ichiban
Singha
Kirin Ichiban, Kirin’s flagship beer
The most famous beer from the favourite Asian
in Japan and enjoyed in over 40
destination of Australians. Made since 1933 to
countries and regions around the
German beer making techniques from 100 per
world, is a crisp and refreshing yet
cent premium barley malt, double Saaz hops
flavourful beer, made using Kirin’s
from Europe and 100 per cent artesian water,
unique first press brewing method.
Singha is Thailand’s most well known beer on the
Distributor: Lion
international market, exported to 53 countries. Distributor: Combined Wines and Foods
Yebisu Born in Tokyo in 1890, Yebisu (pronounced ‘Ebis’ in English), is imbued with over 130 years of Japanese heritage and tradition. Made exclusively in Japan, Yebisu is crafted with carefully selected ingredients from Sapporo Breweries Collaborative Farms. This unique system guarantees a satisfying beer brewed only with high-quality ingredients – even the signature yeasts have been cultured to yield a taste and aroma that’s exclusively Yebisu. It is brewed adhering to the Reinheitsgebot, Bavarian Purity Law, with a process that results in a medium bodied golden lager, rich in flavour, with a gentle froth and toasty hop aroma. Distributor: Coopers
40 | National Liquor News
Asian Beer
Tsingtao Premium and Tsingtao 0.00 Tsingtao brings together 118 years of unique Chinese craftsmanship and refined German brewing technology. Brewed with the purest mountain spring water, fermented at a low temperature and made with the highest quality malted barley, premium Australian hops and yeast, it has a refreshing flavour with an extremely smooth finish, offering consumers the best beer possible. Tsingtao 0.00 is the first non-alcoholic beer produced in China. Made from Czech hops and Australian Barley, brewed and fermented then put through a gentle alcohol removal process, the final blending delivers a fruity flavour with malt notes. The taste profile matches the standard Tsingtao premium lager without the alcohol. Distributor: Ettason
Sapporo The first beer of Japan; Sapporo Premium Beer is a German Pilsner style lager, brewed with a single hop variety for refined bitterness and delicate floral aromas.
San Mig Lower Carb San Mig Lower Carb is brewed for the gallivants amongst us; who know no boundaries. It’s a beer for those that love to experience it all - from the vibrant streets of Asia, to the pristine
Golden in colour with a subtle malt character, the rich creamy foam gives way to a perfectly balanced flavour with a crisp, clean finish, for complete refreshment. Distributor: Coopers
beaches of Australia. This beer is an easy-drinking, refreshing lager at 5 per cent ABV, without all the carbs. It is distributed nationally, in all good independent retail stores. Distributor: Good Drinks
November 2021 | 41
IRI
What’s in-store this festive season? With Christmas right around the corner, Antonia Tolich, Consultant at IRI, analyses the trends that are likely to impact festive trade this year.
42 | National Liquor News
IRI
2021 was the year of yoyo lockdowns, with the initial
spirits, followed by blended Scotch and vodka, and we
easing of restrictions followed by tightened stay at
expect growth to continue in the lead up to Christmas.
home rules. With the roadmap announced to see
Interestingly, in the last quarter we have seen tequila
easing of social restrictions, visitors will likely be
overtake gin as the number one glass spirit growth
allowed in the home in all states and territories
driver and it will be interesting to monitor the growth
before Christmas and so we are well placed to see
trajectory throughout Christmas.
While total liquor is down three per cent in the
RTD continues to reign as the fastest growing segment
latest quarter, is the easing of restrictions enough
at +23.3 per cent and has sustained momentum in the
to restore growth off the back of panic buying in
latest quarter driven by the dominance of Smirnoff,
COVID? Last year we saw a surge in consumer
White Claw and Brookvale Union Seltzers, which
confidence throughout the Christmas trading period
make up the top performing brands for growth in
“RTD remains the segment to watch as we approach the festive trading period and warmer weather.”
with 2020’s festive trading more than doubling 2019,
total liquor. RTD remains the segment to watch as
Antonia Tolich
seeing growth of +11 per cent.
we approach the festive trading period and warmer
Consultant IRI
a surge in sales this holiday season as we invite our loved ones over.
The reign of RTD continues
weather with seltzers and gin RTDs the two fastest
Is sparkling set to fizz?
growing segments in the latest quarter as vodka RTD
While we have seen sparkling growth throughout this
sees declines of -4.9 per cent.
year of +14.2 per cent, interestingly there has been a decline in sparkling since May, driven primarily by
Craft, contemporary, and the rise of no-alc
Champagne down 16.8 per cent in the latest quarter.
Beer sees flat growth of +3.9 per cent this year (latest
It will be interesting to keep an eye on this in the
MAT to 05/09/2021) with craft and contemporary
months leading up to Christmas as shoppers try to
beer continuing to be the dominant growth drivers.
put a difficult year behind them and enjoy some well
Craft beer saw dominance last Christmas period,
deserved festive fizz. Champagne had a dominant
doubling growth compared to the previous trading
performance last Christmas delivering close to $22.7
period, and is still seeing slight growth alongside
million in growth versus YA, nearly doubling the
contemporary beer in a turbulent last quarter. Great
growth of the total sparkling category. Despite the
Northern Brewing Co. continues strong momentum
decline in Champagne, Prosecco has had a stellar
as the number one brand for growth in total liquor
quarter as the number one growth driver in sparkling
and the emergence of Great Northern Zero, already
seeing growth of +10 per cent and is one to keep an
delivering $3.6m growth to the category. Non-
eye on ahead of Christmas as strong growth continues.
alcoholic beer will be one to watch this festive season, seeing phenomenal growth of +72 per cent versus YA.
Glass spirits continue to dominate, but is tequila in with a shot?
Cider also continues its decline with flat growth in
We expect to continue to see the dominance of glass
of -7.0 per cent.
the last year and strong declines in the latest quarter
spirits as we approach Christmas, with strong growth in the last year of +10.8 per cent, but some declines
Final thoughts
in the latest quarter aligning to total liquor trends.
As we count down the days to easing of restrictions,
Glass spirit sales soared during Christmas last year
we are likely to see consumers return to a sense of
and saw nearly three times the growth of 2019, +19.5
normalcy with increased consumer confidence as we
per cent versus YA. Gin performance was strong last
reunite with friends and family, perhaps even breaking
Christmas as the number one growth driver in glass
the records of Christmas 2020.
■
Sources: IRI MarketEdge, Australia Liquor Weighted, 4 weeks to 27/12/20 (Christmas 2020) v 4 weeks to 29/12/19 (Christmas 2019) IRI MarketEdge, Australia Liquor Weighted, MAT to 05/09/2021 IRI MarketEdge, Australia Liquor Weighted, Quarter to 05/09/2021
November 2021 | 43
Snooper
Spring racing through summer 2021: a return to 2020? Based on what the October 2020 – January 2021 period looked like in-store, can we expect a repeat this year? By Laurie Wespes, CEO of Snooper.
of display within the category shifted.
traditionally the highest liquor sales period of
Brands battle for display share amongst the strongest categories
the year, looked somewhat different in 2020
The number of off location displays in
Bay and Jacob’s Creek made way for Kim
compared to 2019 in a number of respects,
national chains nearly doubled between
Crawford and Hardys.
given a still-muted on-premise, and limited
spring racing and the festive season
Sparkling wine and Champagne’s share of
events gathering numbers in some areas
in 2020, although display increases in
all displays more than doubled between spring
across the country. So what will this period
independents were more modest, likely due
racing and the festive season and continues to
look like for the off-premise in 2021?
to independents flaunting more displays and
increase in this period year on year. Some of
promotions throughout the year.
the podium winners changed in this category
The spring races to New Year period,
To that end, here we look at off-premise
Pepperjack is still on the podium, but Oyster
store activation changes in 2020 versus 2019
Wine accounts for almost a quarter of
too; whilst Brown Brothers and Yellowglen still
using our ‘How to win during key selling
dollar sales in the festive season. Whilst
featured heavily in the top three, Jacob’s Creek
periods’ report series, to provide a heads up
wine remained the most off-located category
replaced Chandon, and Mumm pipped Piper
on what’s ‘in store’ for the 2021 season.
in 2020, the top three brands winning share
Heidsieck for line honours.
44 | National Liquor News
Snooper
The spirits category’s share of displays multiplied at
One bright spot in amongst this was the number
an even faster clip than that of sparkling wine, more than
of retailers creating gifting corners and gifting
doubling between spring racing and the festive season.
theming to tie into the Christmas period and the
In 2020 again Baileys won share of display within spirits,
consumer problem of not knowing what gift to buy,
investing above fair share during Christmas versus its
according to McKinsey/Periscope in 2019. Brands
two per cent volume share in total spirits (Euromonitor
have an opportunity to tap into this, given that
2018). But the news in spirits displays goes to Aperol,
according to our Snoopers, the number one driver
again on the podium but even stronger after an upswing
of gift choice is festive packaging, ranked of higher
versus 2019, and to Johnnie Walker whose share of
importance than discount.
display increased versus last year.
All in all, 2020 saw a drop in theming despite
RTDs looked a bit different to the prior year, with
a consumer desire for it, and a fairly invisible
more vodka based RTDs, particularly Cruiser, on the
spring racing activation set. As NSW and Victoria
brand display podium, knocking out Wild Turkey
emerge from lockdowns in time for the 2021 racing,
and Canadian Club from 2019. Jack Daniel’s and
festive and summer seasons, with their attendant
Jim Beam were the other podium standouts. Whilst
gatherings and celebrations, but closed borders (at
hard seltzers increased their share of displays as we
the time of writing), it remains to be seen whether
foreshadowed in our article on this topic last year, and
brands and retailers have been able to overcome the
raked in $11 million over the Christmas period, they
struggle to achieve the basics in order to surprise
haven’t yet reached podium status in display scale.
and delight with occasion based relevant displays.
This may change in 2021 given Endeavour Group’s
Let’s hope brands and retailers will embrace the
recent announcement that they would be doubling the
2021 festive season.
hard seltzer range in 80 Dan Murphy’s stores.
Laurie Wespes CEO Snooper
The 2021/22 ‘How to win during key selling periods’
Again, because of the increase in displays and share
report covers spring races, Christmas and summer. Pre-
of space for spirits and sparkling wine, beer lost out
orders can be made via email at hello@snooper-app.com.
after the footy finals. However, its display share began
Get in touch for more information.
to recuperate shortly after the New Year.
“According to our Snoopers, the number one driver of gift choice is festive packaging, ranked of higher importance than discount.”
■
Gift stations help inspire shoppers during the Festive season (BWS Rouse Hill NSW and Liquorland Kelmscott WA)
Where’s the theming? Whilst location remained the number one lever for impactful displays for our shoppers, with size of display second, theming is third. And theming is ranked as significantly more important during the festive season than at other times of year as shoppers look for inspiration, with or without a price discount. In 2019, fewer than one in five brands themed their displays festively, and this dropped even further in 2020, perhaps reflective of off-premise COVID struggles with, and focus on, the basics of stock weight and on-shelf availability. Branded themed spring racing displays in 2020, particularly for sparkling wine and Champagne, were largely missing in action altogether.
References: https://issuu.com/theintermediagroup/docs/national_liquor_news_april_2021 https://issuu.com/theintermediagroup/docs/national_liquor_news_april_2021 https://www.foodanddrinkbusiness.com.au/news/endeavour-to-double-summer-seltzer-range https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-2019-holiday-season-shoppers-are-ready-to-spend-but-retailers-need-to-personalize
November 2021 | 45
Christmas Gifting
‘Tis the season
Help your customers think outside the box this Christmas, with a range of on-trend drinks to help them ‘sleigh’ gift-giving this season.
Giesen 0% Rosé The latest no-alcohol offering from Giesen Wines, the new Giesen 0%, is a New Zealand rosé that boasts delicious aromas of white peach, apple, and fresh strawberries, lingering on the palate alongside crisp cranberry flavours. With a lively, refreshingly dry texture, it’s a fresh addition to any dinner table or social gathering. Distributor: Oatley Fine Wine Merchants
Tia Maria Matcha Cream The latest release from Tia Maria is a uniquely fresh and indulgent tea liqueur with the distinctive flavours of Japanese green Matcha. The floral and refreshing taste makes this a great ingredient in food and cocktails, such as a Matcha-tini, or for sipping neat over ice. Distributor: Spirits Platform
Prohibition Christmas Gin 2021 Fast becoming a hallmark of Australian Yuletide traditions, the Prohibition Christmas 2021 vintage is no exception, and features all the luxurious complexity you’ve come to expect, including classic ‘Christmas pudding’ flavours from ingredients naturally macerated in our citrus-forward Australian dry gin. Distributor: Cerbaco
46 | National Liquor News
Christmas Gifting
Image credit: Chris Pearce
Patrón Tequila Forget panic buying a bottle of whisky at the last minute this Christmas and take your gifting to the next level with a bottle of Patrón Tequila. Patrón Reposado and Patrón Añejo are both ultra-premium expressions of aged tequila and can be enjoyed so many ways. A refreshing tall serve to recommend this Christmas is the Patrón Paloma which has been named the official cocktail of the summer by the New
Elit Vodka Elit Vodka is the 2021 winner of the esteemed title of Best Vodka of the Year from the Beverage
York Times. Both tequilas are handcrafted from the finest 100 per cent Weber Blue Agave and carefully distilled in small batches at Hacienda Patrón distillery in Jalisco, Mexico. Distributor: Bacardi-Martini Australia
Testing Institute (BTI). For the 10th year in a row, it was also awarded the Superlative Platinum Medal, confirming Elit Vodka as one of the highest rated vodkas and perfect for that Christmas gift treat. Distributor: AmberBev Australia
Angove McLaren Vale The Medhyk Shiraz 2017 The pinnacle of regional McLaren Vale Shiraz. Produced only in exceptional years. Rich and full on the front of the palate with black cherry and berry fruit on the middle palate. The finish is long and well-structured heralding a great wine with substantial ageing potential. Distributor: Vintage House Wine and Spirits
November 2021 | 47
Christmas Gifting
Pommery 2021 World Collection The new 2021 World Collection from Pommery has been dubbed Céleste, and features five limited edition bespoke gift boxes designed to transport consumers to Asia. An elegant addition to any seasonal celebration, the range builds on the success of previous World Collections from the brand, which were inspired by South America, Australia, Japan and Africa. Distributor: Vranken-Pommery Australia
Chemin Des Sables Rosé Whilst holidaying in the Provence-AlpesCôte d’azur area isn’t an option right now, we can still enjoy the best it has to offer. Just in time for Christmas, Chemin Des Sables Rosé has landed in Australia, brought to you by France’s number one privately-owned winemaker. A great gift - beautifully aromatic with nuances of soft citrus and strawberry. Distributor: Independent Beverage Partners (IBP)
Seppelt Original Sparkling Shiraz NV A uniquely Australian wine that’s the ultimate pairing for Christmas turkey from Australian sparkling pioneers Seppelt. Featuring a fine and lean sparkling bead on the palate that combines bright, juicy red fruits with spicy notes and a lovely balance of sweetness and tannin. Distributor: Treasury Premium Brands
Squealing Pig Sparkling Rosé From the makers of Australia’s favourite still rosé is the Squealing Pig Sparkling Rosé. It’s a crisp, silky smooth style of sparkling rosé with a pale ‘piggy pink’ hue and a fine bead. Distributor: Treasury Premium Brands
48 | National Liquor News
PERFECT YOUR MARGARITA WITH
The perfect way to enjoy Patrón is responsibly.
For more information contact our customer care team on 1800 357 994 or bmacustomerservice@bacardi.com
Christmas Gifting
La Bohème Cuvée Blanc A premium sparkling from the Yarra Valley, La Bohème Cuvée Blanc is blended in batches or cuvées using vintage and reserve wines for terrific consistency, drinkability and complexity; Chardonnay gives the lovely breadiness whilst Pinot Noir contributes toasty biscuit characteristics. A delicious sparkling with classic Parisian elegance and sophistication in abundance. Distributor: De Bortoli
Glenfiddich personalised labels Shoppers love the chance to make their gifts a little more special, and they can do this with Glenfiddich personalised labels, available nationally across the Glenfiddich range. Labels can be created at gflabels.com.au and will arrive via post in three to 10 days. Retailers wanting to promote the offer through their store should contact William Grant & Sons for digital advertising assets and point-of-sale. Distributor: William Grant & Sons
McWilliam’s Hanwood 10 Year Old Tawny The ideal Christmas gift for the dads and granddads that like nothing more after a big day than sitting by the fire pit with a book in one hand and a glass of wine in the other. The McWilliam’s Hanwood 10 Year Old Tawny can be paired with any novel and is a fantastic complement to any cheese board or Christmas lunch. Distributor: Calabria Family Wine Group
50 | National Liquor News
Christmas Gifting
Top gifting tips from Proof & Company Jordan Ashleigh, Trade Marketing Manager from Proof & Company, shares her top retail tips for gifting this season. Lead your customer’s decision making: Make the selection as easy as possible. Organise a floor or shelf space dedicated to displaying gifting options, ideally in a highly visible
Drinks by the Dram – That Boutique-y Gin Company Advent Calendar It’s that time of year again, when That Boutique-y Gin Company and Drinks By The Dram join festive forces to bring you 24 drams of delicious-y gin discovery. Now, to make that transition from chocolate a tad easier there’s a few Boutique-y faves, including their festive chocolate orange gin. And to truly entice you, they’ve also added a dram of their award-winning Moonshot Gin, with botanicals that have been to the stratosphere and back! Is it good? Of course not. It’s out of this world! • 24 different, handmade 30ml wax-sealed drams • Explore independently bottled gins from That Boutique-y Gin Company • Award-winning gins from renowned distilleries
and spacious point. Be strategic with this display and offer various gifts to help spark ideas in different categories and price points. Popular options include advent calendars, miniature sample packs, baubles with mini spirits or full bottle spirits alongside gift with purchase. Attract purchases from early-season shoppers:
• From fantastic fruit gins to London dry with a twist
Over half of consumers aged
Distributor: Proof & Company
18-54 intend to do most of their Christmas shopping in November. Maximise visibility and sales by having your gifting options ready for these shoppers, and at the same time, spark ideas in the last minute shoppers who will remember seeing your offers.
Benriach The Smoky Ten The Smoky Ten is one of the latest reimagined Benriach whiskies to hit Australian shores, with more to follow in coming months. Distilled using malted barley smoked with Highland peat, Benriach The Smoky Ten has distinctly sweet and smoky notes and is an ideal introduction for explorers wanting to try a different style of peated whisky. Distributor: Brown-Forman
Discuss trending products with suppliers: Contact your most trusted advisors and find out what has performed well in previous years and what will fit the season’s trends. Trendbased strategies reduce the risk of being left with products that don’t sell.
November 2021 | 51
Premium Mixers
g n i x Mi p u s ht ing Consumers are searching for the highest quality mixers that suit their spirit and lifestyle choices, and they’re willing to pay a premium for the privilege, writes Brydie Allen.
As the premiumisation trend continues to have a strong hold of today’s consumers, shoppers keep trading up to elevate drinks like never before. While the spirits industry booms off the back of this premium mindset, so too does the premium mixer market. After all, what’s the point of having a top shelf spirit without an equally top shelf mixer? This is the attitude behind Fever-Tree’s mantra, as Brand Ambassador Trish Brew said: “There’s one simple premise that we started with that still holds true to this day, that if three quarters of your drink is the mixer, use the best. “Offering a choice of high quality mixers to pair with premium spirits is key, as mixers are there to elevate the drinking experience by complementing the flavours in the spirit rather than overpowering them, as many poor quality mixers do.” Local premium mixer brand StrangeLove sees that consumers now realise the value of a premium mixer after previously having poor experiences with lower quality beverages. Marketing Manager, Caitlin Lockie, said: “A premium mixer is going to make all of the difference when it comes to pairing craft or top shelf spirits. “The mixer doesn’t exist in the glass to overpower the flavours held within the distillation, otherwise 52 | National Liquor News
Premium Mixers
what’s the point of paying a premium for craft
“Drinkers seek reassuring quality signals
go well together in general and how simple it
spirits? Distillers have painstakingly infused
and brands which use botanicals will key
can be to create a great tasting drink. Caroline
delightful flavours into their craft and our
into premium quality cues. Drinkers will
Wood, Marketing Manager at Fever-Tree,
mixers exist to respect that. It’s for that reason
pay a premium for products with clear
said consumers are being drawn to premium
we design pairs to accentuate flavours and
benefits,” Waters said.
mixers through this knowledge, as they realise
complement the spirit, rather than dominate.”
Consumers who are willing to pay that
how attractive a simple elevated serve can be.
Consumers are understanding why this
higher price for the perfect mixer have specific
“The rise of at-home-consumption driven
is important now too, according to Amelia
demands though, in addition to these baseline
by lockdowns has made customers realise
Wright, Brand Manager for Bickford’s who
benefits that premium mixers provide. The
you don’t need to be a mixologist and have
said: “Consumers have caught on to the
most successful brands in the market will be
tonnes of ingredients to make great tasting
fact that if they are spending money on a
those that fulfil those demands, to truly earn
drinks. You can achieve the same taste as a
good spirit, a premium mixer is part of the
their coveted spot on the shelf.
great cocktail in as few as two ingredients
experience that they must also partake in.” Respect to high quality spirits is a key
with an elevated serve,” Wood said.
Elevation through simplicity
“Elevated serves are becoming more
element for the premium mixer market.
One of the biggest trends since the beginning
visible, drawing more people to explore the
When a mixer has this respect, quality and
of the pandemic in Australia has been the
wonderful world of premium mixed drinks.”
flavour aren’t compromised, which is a huge
home cocktail movement, where consumers
Waters said this is why trending serves at
part a consumer’s decision to pay a higher
became mixologists and explored the
the moment include: “Minimalist cocktails
price, according to Olivia Waters, Marketing
possibilities of the home bar.
with simple recipes or made with artisanal
Manager at the distributor of Fentimans, Stuart Alexander and Co.
“A premium mixer is going to make all of the difference when it comes to pairing craft or top shelf spirits.”
Through this trend, the knowledge base of consumers has grown – they have not
processes. They resonate because they signal both quality and flavour.”
only experimented with fancy tricky cocktail
Simple premium serves are also important
recipes, but they’ve also learned what flavours
for the large number of consumers who
Caitlin Lockie Marketing Manager StrangeLove
November 2021 | 53
Premium Mixers
A long time coming Wise said CAPI is grateful to be
are ‘drinking less but better.’ Why bother
really want. A huge driving factor of the
having just one drink if it’s not going to be
sector’s development has been flavour.
an enjoyable experience?
Wood said flavour is crucial because:
Thurman Wise, Brand and Innovation
“The most important factor for consumers
so many exciting developments
Director at CAPI, said this attitude will likely
when choosing a mixer is that it tastes
from different areas of the
continue in earnest thanks to consumers
better than other mixers – 34 per cent [of
industry, all of which are helping
building knowledge about what is possible
consumers] say it is very important.”
define and innovate Australia’s
in the drinks industry.
playing in a space that has had
premium mixer market. “I think that this is such an exciting time for premium mixers. Finally after years of sitting in the shadows, premium mixers are beginning to get a bit of the spotlight. This has been a result of all the amazing work of Australian distillers and Australian hospitality in creating incredible products and experiences and
As for what flavours in particular are
“People are looking after their
doing well at the moment, Wright noted:
consumption and while choosing to drink
“The mixer category is heavily driven by the
less they want to have an absolutely stunning
flavour trends we see in the spirits category.
experience. Consumers are wise to how
We have to take into account and mirror
amazing a drink can taste and won’t settle
popular and trending flavours or come up
for spending their money on a drink or
complementary flavour profiles that will
experience that does not deliver,” Wise said.
pair nicely with the spirits.”
“Truly, when you can have an amazing
According to Wise, currently this
experience why would you choose anything
means a huge boost for citrus, ginger and
that does not meet those standards? I
quinine flavours.
introducing customers to the
imagine that this craving for elevated and
“Whilst at the moment everyone is still
beauty and quality of premium
premium drinks will only continue to grow
speaking about tonic, we are noticing a huge
made drinks,” Wise said.
and shape our habits.”
spike in citrus flavours. And I am not just speaking about lemon and lime, but things
“Both distillers and hospitality professionals have started the
Trending tastes
like grapefruit, blood orange and interesting
conversation and now it has
The dynamic premium mixer market has
flavours such as yuzu,” he said.
spread to the mixer space.”
expanded a lot in recent years, and continues
“With the rise of tequila and rum,
to be redefined according to what consumers
consumers seem to diving in to bright fun
“Truly, when you can have an amazing experience why would you choose anything that does not meet those standards?” Thurman Wise Brand and Innovation Director CAPI
54 | National Liquor News
ONE Part GIN. THREE PARTS SUMMER. NEW Wild Raspberry Tonic Water
19
CALORIES per serve
For more information please contact your SouthTrade Sales Representative or Head Ofiice on (02) 80808 9150 #PERFECTPARING
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Premium Mixers
flavours. And of course ginger and quinine still are really popular - as Australian craft gin and whisky continue to boom, these two popular flavour profiles will continue to be on the top of our minds.” Brew has tipped these kinds of flavours to be especially important in the season ahead, and said: “Summer is going to be all about long refreshing mixed drinks, and tequila
drinkers, who look for the best mixers
“Elevated serves are becoming more visible, drawing more people to explore the wonderful world of premium mixed drinks.” Caroline Wood Marketing Manager Fever-Tree
is certainly trending with bartenders across
used in bars and restaurants. Sodas that are lower calorie are outperforming in this space too, according to Lockie. “Low cal sodas are taking off at a faster rate than we expected in the mixing space. Exotic flavours inspired by culinary trends are faring well in cocktails, or as a lower sugar highball mixing option,” she said.
the country. What better way to enjoy this
for you’ mindset, where consumers choose
“These aren’t designed to be the hero,
fine spirit than in one of summer’s ultimate
lower sugar and lower calorie options. For
and are more than happy in the back seat
drinks, the Paloma. Combine blanco tequila
Bickford’s, this trend was so strong it led to
complementing the finished product.”
and Fever-Tree Pink Grapefruit soda in a
the creation of a new SKU, which came with
highball glass with lots of ice and a salt rim
a unique set of challenges.
for this ultimate summer sensation.”
What all the trends in the sector seem to come back to is a sense of complementing
Wright said the brand was: “Heavily
consumer experiences – from perfectly
In addition to iconic spirit pairings like
focused on developing and launching
pairing with high end spirits, to fitting in
this, Lockie said consumers are loving
the first sugar free premium tonic. Other
with changing lifestyle requirements and
interesting and unique flavours.
competitors in market offer lower sugar
personal taste preferences.
“We have found that drinkers are eager
options, but nothing completely sugar
Lockie summarised this perfectly when
to push their palates and experiment with
free. This may seem like a simple formula,
she said: “Overall we find consumers simply
pairings, rather than being served or told
but proved challenging to ensure the right
want a wide variety of great inventive drinks.
what to drink,” she said.
sweetener blend achieved the desired taste
“Consumers are getting a lot smarter and
and maintained the brand proposition of
are demanding better products from brands,
containing nothing artificial or synthetic.”
and we embrace that shift. The beverage
Waters had a similar sentiment, noting that: “Consumers are seeking to discover new and different flavour experiences.”
Lower calorie options are part of
market gets away with making way too
another sector that seems to be hitting
much money on the back of releasing lazy
Wider drinks trends
above its weight. Wood said lower calorie
drinks into the market and we strive to be
Aside from flavour, another trend influencing
demand is especially strong in premium
the exact opposite of that. People deserve to
the premium mixer category is the ‘better
gin drinkers compared to standard spirit
drink better drinks.”
56 | National Liquor News
■
LIFT YOUR SPIRITS
PRE MIUM MI X ERS AUST RA LIAN MADE
·
·
AL L NAT U RAL
LOCAL LY S OU RC ED I NGRED I EN TS
Mix up a Summer of StrangeLove fo@strangelove.com.a Request a sample pack from in info@strangelove.com.au
ww w.strangelove.com strangelove.com.au
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Summer Beer Retailing
BIG SUMMER
beer trends
We take a look into where the biggest beer opportunities lie for the season ahead. With summer on our doorstep, visions of ice
said: “As we head into the warmer
of sours cater to consumer tastes for the
cold frothy beers start to take up more space
months we’re seeing the increase in sales
season. She said: “Summer’s all about one
in the minds of consumers nation-wide.
of ‘sessionable’ beers, especially with the
thing really, drinking for refreshment.”
According to IRI data, beer accounts
growing ‘no and low’ alcohol trend. Fruited
for 36.6 per cent of total liquor sales in
sours, session IPAs and XPAs are dependable
Traditional favourites
Australia in the latest MAT to 03/10/21.
summer staples in the craft space.”
Alongside sessionable sours, Coombes
Although the category has not performed
Sours in particular are showing great
also predicts big things will come from
to the skyrocketing heights of spirits lately,
potential, according to producers like Moon
craft producers making more traditional
there has been some recent short-term
Dog and Gage Roads Brew Co.
styles of beer. This is backed up by IRI
growth, indicating some potential for the season ahead.
“Sour beers are great in summer,
data which indicates the biggest drivers of
they’re super refreshing and a great palate
growth in beer at the moment are craft and
Where will the biggest opportunities lie
cleanser as well. There’s great balance and
contemporary sectors, with craft growing at
in beer this summer? National Liquor News
approachability here and I think that will
the fastest rate of any sector in beer.
rounded up the top seasonal trends to find out.
be really enjoyed by beer drinkers, sour fans
“This year we’re already seeing strong
and anyone that loves a refreshing drink in
growth of more traditional beer styles from
Sessionable staples
the sun,” said Ross Brown, Head Brewer
craft brewers. High quality, independent
Warmer summer weather lends itself to
at Gage Roads, which has just released a
versions of classic styles like lager and
being the perfect companion to more
limited summer release, the Party Wave
draughts are already seeing strong sales in
sessionable styles of beer, and these are
Stone Fruit Sour.
both on- and off-premise from craft brands
predicted to be on trend this season. Rich Coombes, Co-founder of Kaddy, 58 | National Liquor News
Marli Evans, Marketing Coordinator at Moon Dog, said the inherent qualities
like Yulli’s, White Bay, Brick Lane and Moon Dog,” Coombes said.
Summer Beer Retailing
Bernard Hughes, the General Manager of
key issue, as the top selling limited products are
Whitelakes Brewing in Western Australia, said
hard to restock. Another challenge is the format,
summer will be a time when consumers want easy-
which is often larger format cans that may not
drinking yet familiar and straightforward beers.
be as approachable in price and are harder to
He predicts: “Crisp, refreshing, and easy
sell. To combat these issues, brewers are starting
drinking styles such as summer ales and
to add limited releases to their core range to
uncomplicated lagers.”
bring competitive price points and consistent availability, and have also reconsidered formats
No and low alcohol
for such releases.
The ‘better for you’ movement is likely to impact
“Whereas during lockdown, consumers were
beer this summer, seeing demand for low carb, low
selecting one or two larger format, premium
calorie, gluten free and also low and no alcohol
beers to sample, we expect an increase in sales of
options. It’s that last low and no alcohol sector that
four-packs, six-packs and cases of smaller format
Coombes predicts will be the biggest this season,
beers as drinkers spend more time outside, at
building on recent momentum.
BBQs and socialising. An increasing number of
He said: “Don’t sleep on non-alc this summer.
brewers have moved their limited releases back to
The growth of alcohol-free beverages has been an
smaller format cans… which from a price point
unstoppable juggernaut over the past 12 months.
and accumulative ABV perspective, we expect will
Even on Kaddy, some of the best selling products
drive a higher average spend and volume of sales,”
across all categories are actually non-alc.”
Coombes said.
The category is certainly booming, with non-
“Experimentation continues and there’s
alcoholic brands like Modus Operandi’s Nort doing
incredible diversity across styles and even price
exceptionally well since release and expanding the
points – it’s not enough to just have a session ale
range due to such demand. On the low alcohol
or two. Consumers are spending more on quality,
beer side brands are also seeing great success, such
so consider offering mixed case buy offers of 16
as Brick Lane Brewing’s new release Sidewinder, a
or 24 to cater for the continued promiscuity.”
low ABV hazy pale ale.
■
“Summer’s all about one thing really, drinking for refreshment.” Marli Evans Marketing Coordinator Moon Dog
Limited releases Special or limited releases are super popular for beer drinkers at the moment, and Coombes said 30 per cent of all beers on Kaddy are actually limited release products, with an average of 1020 additional SKUs added every week. According to Hughes, limited releases offer a chance to experiment with small batch production in classic styles, which brings excitement to consumers. And as Evans said, this excitement gets more shoppers interested in different types of beer, exploring a wider range of options and what they offer. “Choice is everything! We’ve found that consumers are always looking for their next favourite style or flavour and are looking to explore beers they haven’t tried before,” Evans said. But limited releases can also offer challenges in retail. Coombes said availability is often a November 2021 | 59
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Great Taste Alcohol Free Now you can
New Zealand Wine
62 | National Liquor News
New Zealand Wine
Setting the
benchmark The continued success of New Zealand wine in Australia is influenced by a number of things, from Sauvignon Blanc to sustainability, writes Brian Chase Olson.
It’s been a difficult couple of years for our winemaking
imported wine into the Australian market, with
neighbours across the Tasman. Following the
more than 49 million litres of Sauvignon Blanc
‘lockdown harvest’ of 2020, New Zealand’s 2021
alone landing in Australia in the latest MAT figures
total crush was down 19 per cent, according to New
(September 2021).
Zealand Winegrowers. Despite the relatively low
“Sauvignon Blanc is still the [number one] white
yields, which are putting pressure on how much wine
variety consumed. [It’s] such a versatile wine that suits
will be landing on our shores, the 2021 vintage in New
the Australian climate, lifestyle, cuisine and palate,”
Zealand is being heralded as a ‘benchmark vintage’
Read said.
and producers are pulling out all the stops to attract
The continued love affair with Marlborough
more drinkers across the globe to a different class of
Sauvignon Blanc has only intensified during the
top quality Kiwi drops.
pandemic, according to Aotearoa NZ Fine Wine Estates Brand & Marketing Manager, Natalie Grace.
Neighbourly love
“The general consensus as to why Sauvignon Blanc
It was widely reported at the height of the pandemic
continues to do so well is that in times of crisis or change,
that Australian wine drinkers were turning to more
people tend to return to the products and brands they
local producers, at the expense of our international
trust, reaffirming the strength of ‘brand’ New Zealand
imports. In a recent report from Wine Intelligence,
wine and the quality of its flagship variety,” Grace said.
Australians significantly changed their purchasing
Kiwi producers also feel Australia has been a
habits of local wines, while all other wine-producing
welcome launch pad for new innovations and styles
‘country of origins’ suffered… except for one.
of wine coming from the region.
“It’s great to see while there is a strong ‘buy local’
Jarrod Grant, Yealands Wine Group National Key
movement in Australia, and while other imported wines
Account Manager, said: “Australia has always played a
have suffered in Australia, New Zealand has remained
big part for the New Zealand wine market, it was the first
neutral,” said Charlotte Read, General Manager
market to embrace Marlborough Sauvignon Blanc and
Marketing for New Zealand Wine.
was the gateway for international expansion.
She notes that New Zealand wine is the top
“However, we are also finding Australians are November 2021 | 63
Yealands
New Zealand Wine
“Australia has always played a big part for the New Zealand wine market, it was the first market to embrace Marlborough Sauvignon Blanc and was the gateway for international expansion.” Jarrod Grant National Key Account Manager Yealands Wine Group
now embracing other New Zealand varietals and it
no alcohol category, with our recent investment
continues to be the litmus test for new products in
of over a million dollars in specialised spinning
global markets.”
cone technology. This investment signals continued
And Grace agrees.
improvements in the quality of our market-leading
“As producers of fine wine from multiple regions,
Giesen 0% New Zealand Sauvignon Blanc, as well as
both our Marlborough and North Canterbury
our new Pinot Gris and Rosé blends set for release
Sauvignon Blanc certainly have their fans, but our
in Australia in the coming months.”
Pinot Noir and Chardonnay are also seeing very
Skene points to Wine Intelligence data that reports
strong sales, much higher than the aforementioned
Australians are far more likely to purchase low and
national export figures might suggest,” she said.
no alcohol products compared to those in the UK,
“We expect the fine wine producers of New Zealand are likely experiencing the same.”
consumers who proportionally base their purchasing decisions on health and wellbeing.
NoLo for NZ
New Zealand global leadership in the NoLo space
One of the biggest trends to hit the wine industry in
is part of its ‘NZ Lighter’ initiative, a collaboration of
the past year is the growth in the no and low alcohol
brands with wines ranging white, red and sparkling
(NoLo) wines, and New Zealand producers have been
at below 10 per cent ABV. Today there are over 40
ahead of the pack, globally, in being first to market
individual wines listed on the NZ Lighter website.
with these wines.
Joining that number will be Giesen’s soon to be
Giesen, producer of the world’s first alcohol-
released Giesen 0% Merlot.
removed New Zealand Sauvignon Blanc, notes
“We’ve seen huge demand for an alcohol-removed
that its Giesen 0% Sauvignon Blanc has seen huge
red wine among our consumers who are hoping for
success since it arrived in Australia in August 2020.
an improved offering compared to those already in
“We’re seeing demand continue to grow
market. We’re happy to share that Australia will be
every day,” said Giesen Group General Manager,
the first in the world to try this wine and we have
Kyle Skene.
full confidence it will be as popular as our other 0%
“We’re continuing to innovate in the low and 64 | National Liquor News
USA and Canada, with greater interest from younger
offerings,” Skene said.
Contains not more than 0.5% Alcohol/Volume
www.giesen.co.nz
New Zealand Wine
Sustainability stalwarts
More than 90 per cent of the wines
While low and no alcohol is a new frontier
Babich produces are exported, so connecting
that New Zealand winemakers are paving
with Australian consumers is crucial to its
the way in, sustainability is an area where
ongoing success.
our Kiwi neighbours have led the charge for
“We know consumers are making more
decades. Since the founding of the Sustainable
conscious purchasing decisions in-store. It’s
Winegrowing New Zealand program
about merchandising [on shelf] by these
(SWNZ) in 1995, 96 per cent of the vineyard
types of messages (organic, sustainable
producing areas in the country are ‘SWNZ
winemaking) because research shows that
certified’, giving New Zealand wines a distinct
consumers are willing to pay a small premium
point of difference on the global stage.
for these types of wines,” Adams said.
One producer on the front foot in this space
While top quality wines are of great
is family-owned Babich Wines. The family has
importance, Babich notes that a diverse
been producing wines since 1916, and has
selection of vegan and organic options are
pioneered sustainable winemaking in the region
becoming more important for trade.
for more than 20 years.
“Australians still love Marlborough
“We were part of the original pioneers
Sauvignon Blanc. There’s volume behind it,
of New Zealand’s sustainability,” said
but at the lower (price) end. Pinot Gris is
Babich Wines Sales & Marketing Director,
going well in Australia. Our Marlborough
Matt Adams.
Pinot Gris is now vegan. That’s becoming
66 | National Liquor News
Want more New Zealand wine content? Check out the Bloody Big Drinks Summit, featuring presentations with New Zealand Winegrowers and Aotearoa NZ Fine Wine Estates’ Natalie Grace. Head here to find out more: theshout.com.au/bloody-bigdrinks-summit
New Zealand Wine
More to NZ than SB While Australians are still in love with Sauvignon Blanc, there’s likely to be less of it after the 2021 vintage. Here are some other outstanding Kiwi varieties to explore: Squealing Pig Marlborough Giesen
Chardonnay: A new release in the Australian market by the playful wine brand. This is
increasingly important for retailers and the
2019. The new range is part of the winery’s
on-premise - they are looking for that sort of
commitment to convert 100 per cent of
option in their wines,” Adams said.
its company vineyards to be organically
Another producer showcasing New Zealand’s organic wine credentials is Villa Maria, which recently launched its new EarthGarden brand, the winery’s first organic wine range.
managed by 2030. But it doesn’t stop there for New Zealand’s wine producers, according to Grace. “Ninety-six per cent of the country’s vineyards are sustainably accredited, which
lightly oaked with notes of ripe citrus, toasted almond, and floral undertones. The finish is focused and textural with hints of nectarine. Giesen Pure Light Pinot Gris: At nine per cent ABV, it’s a worthy option for retailers to recommend to those looking for a lighter
“The global organic wine market was
is quite an accomplishment, but what’s next?
forecasted last year by IWSR to grow 43 per
Is it good enough? New Zealand producers
cent by 2024, and New Zealand’s $2bn wine
don’t stand still – we’ll be seeing more
industry is well positioned to capitalise on
initiatives and communication around how
Babich Pinot Noir Rosé: A
this trend,” said Villa Maria’s Chief Global
we as an industry are giving back more than
single-vineyard, sustainably
Sales & Marketing Officer, Matt Deller MW.
we take away,” she said.
crafted rosé from 100 per cent
The range is produced from 100 per
“Understanding of regenerative agriculture
cent organically grown and BioGro
practices will sit alongside organics and
certified fruit and features a Marlborough
biodynamics and wineries will spend more
Sauvignon Blanc 2020, Hawke’s Bay Rosé
time communicating why this is an important
2020, Marlborough Pinot Noir 2019 and
part of their culture and values rather than
Hawke’s Bay Merlot Cabernet Sauvignon
simply the ‘how’.”
■
alcohol wine that still retains freshness and vibrancy of flavour.
Pinot Noir grapes sourced from the Babich family estate. Hints of strawberries and cream aromas with melon and red apple. Citrus and strawberry linger with a touch of toffee on the finish.
November 2021 | 67
Scotch and Irish Whisk(e)y
Determined
drams Changing tastes and a move towards premiumisation have provided Scotch and Irish whisk(e)y with access to new markets, beyond the spirit’s traditional demographic. Seamus May talks to industry leaders and looks ahead to 2022.
Throughout 2021, difficulties for the whole
six months of 2021 when compared to the
Sullivan explains Scotch malt is “one of the
whisk(e)y industry were served neat.
same period in 2020.
fastest growing segments” in the industry, and
Challenges confronting the on-trade have
Closer to home, Australia has seen
“has been in high growth for over five years”.
been well-documented, with lockdowns
impressive growth in the Scotch whisky
This progress is reflected in Pernod Ricard’s
putting hospitality on ice for months at a
sector too – with Pernod Ricard reporting
figures too, with single malt whisky growing
time. Meanwhile, issues with the global
growth of 7.9 per cent in the financial YTD
at +21.4 per cent, compared to 4.5 per cent
supply chain have made for frustrating waits
in the entire Scotch whisky category.
growth for blended whisky.
for drinkers and retailers alike.
Ryan Sullivan, Head of Customer
Spirits Platform, similarly, has noted
Producers have also faced problems at
Marketing at William Grant & Sons, added:
sustained growth, with CEO Mungo
the source, as industry expert, David Ligoff,
“Total spirits continues to grow, and is
Gilchrist saying: “At the top end of the
told National Liquor News: “Most distilleries
the second fastest segment in Australian
Scotch whisky market, single malts are in
had to close their doors for a prolonged
liquor, growing +0.7 per cent over the past
dynamic long-term growth at a wide range
period, affecting production.”
six months.”
of price points.”
Nevertheless, the Scotch and Irish
This points to the resilience of the industry
Certain brands, like Glenfiddich from
whisk(e)y business has rolled with the
as a whole. Whisk(e)y on the rocks? Not likely.
William Grant & Sons, are setting the pace,
punches, rebounding to record strong
growing ahead of the category by +4.9 per
growth in 2021. According to Ligoff,
Single malt: the engine of an industry
cent over the last six months. Sullivan said
the Scotch Whisky Association placed
One category of whisk(e)y continues to
Glenfiddich continues to play a critical role for
exports growth at 31 per cent in the first
outperform the average: Scotch single malt.
consumers entering the Scotch malts category,
68 | National Liquor News
Scotch and Irish Whisk(e)y
as drinkers look beyond bourbon and blended
“From just three distilleries, Ireland is
growth has come from other brands, such
Scotch, both of which traditionally have a large
now home to over 34, with many interesting
as Gap’s own Dubliner, which produces
audience in Australia.
craft brands popping up,” Band told National
both single malts and blended Irish whiskey
Liquor News.
from the Dublin Liberties Distillery, and
Meanwhile, an emerging segment to watch in this space is blended malt Scotch sector,
“Irish whiskey is perfectly poised to
which Gilchrist says combines more accessible
take a growing share of the category. Irish
pricing with a more flavour-rich taste profile.
whiskey offers something different.”
expanded by 54 per cent over 2020. With a renewed appetite for authenticity apparent amongst drinkers, certain Irish
According to Gap Drinks, Irish whiskey
distilleries are asserting their commitment
Emerald Isle on the up
makes up only six per cent of the Australian
to provenance and local produce. In
Single malts are not exclusive to Scotland,
market, but is experiencing double the
particular, Ligoff highlights the work of
with Ireland serving up some delicious
growth of Scotch and bourbon. Pernod
Waterford Distillery in Ireland, founded by
drams of its own. Irish single malts, such
Ricard agrees, placing development at 18.9
Mark Reynier, the former owner of Islay’s
as Gap Drinks’ premium Dublin Liberties
per cent over the previous 12 months.
Bruichladdich distillery.
range, have helped Irish whiskey to become
Ireland’s traditional blended whiskey
Waterford produces ‘single farm whiskies’
one of the fastest growing categories in the
style has also seen success. The iconic
and as Ligoff explains, the distillery has: “a
spirits business. Jon Band, Gap Drinks’
Jameson brand continues to be an extremely
strong focus on terroir, and produces whiskies
Managing Director, expects Irish whiskey
popular choice, holding a market share of
with barley grown in different areas. They
to become the largest volume growth spirits
over 70 per cent.
work with 97 different Irish farmers for their
sector over the next five years.
However, Band states that the largest
barley supplies.” November 2021 | 69
Scotch and Irish Whisk(e)y
Ligoff believes this approach is part of a wider trend, noting: “Consumers [are] becoming more savvy, and insisting on a greater level of information, disclosure and transparency from brands, both imported and local.”
Flavoured frontiers The Irish whiskey revival has been accompanied by a renaissance of flavoured spirits and liqueurs, identified by whiskey-makers as another entry point for consumers. For example, 2021 saw the Australian launch of Dubliner’s Whiskey & Honeycomb liqueur. This expression, which is heralded as ‘unashamedly Irish’, is made with a base of Dubliner’s Irish whiskey, sweetened and flavoured with the addition of honeycomb. Gap Drinks is not the only producer to spot the opportunity here, with Stuart Alexander & Co’s Shanky’s Whip launching in Australia this month. Presented in a wonderfully retro bottle, this liqueur combines aged pot still Irish whiskey with caramel and vanilla for a creamy, approachable flavoured spirit. Again, the potential to attract new drinkers is one of the main motivations behind this expression, with Gemma Eastwood, Marketing Manager for Liquor at Stuart Alexander, saying: “Flavoured spirits provide a great entry point into the category for those that like the idea of spirits but aren’t sure where to start.”
“Flavoured spirits provide a great entry point into the category for those that like the idea of spirits but aren’t sure where to start.” Gemma Eastwood Marketing Manager for Liquor Stuart Alexander
The mixing potential of these spirits also opens the opportunity to reach different audiences, both through the on-trade, and at-home drinking. Eastwood said of Shanky’s Whip: “it allows for great versatility of consumption – from single shots through to simple mixed drinks and more complex cocktails.” Dubliner has developed a signature serve for its Whiskey & Honeycomb liqueur, a refreshing twist on classic vodka cocktail, the Moscow Mule. The Dubliner Mule, as Band explains, is a combination of Dubliner Whiskey & Honeycomb, fresh lime juice and ginger beer.
Buy less, buy better Consumers are perhaps more informed about their health than ever before, and campaigns to go ‘dry’ for months at a time present both marketing and safeguarding challenges for the spirits industry. One solution proving fruitful is a move towards premiumisation, offering drinkers more opportunities to enjoy a higher quality product, and encouraging them to drink less, but spend more. Ligoff, the Director of Alchemist Events, which hosts the annual Whisky Show festival, stated: “We have definitely seen an increase in spending on premium whiskies over the past year. The Whisky List reports that not only have whisky purchases increased, but the value per bottle has gone up as well.” The numbers don’t lie. Pernod Ricard notes that the Scotch whisky market is driven by the premium and super premium segments with growth of 33.5 per cent and 19.3 per cent in the financial YTD.
70 | National Liquor News
/shankyswhip @shankyswhip
Scotch and Irish Whisk(e)y
Sullivan concurs, and said: “Consumers continue to premiumise, and whilst shoppers are buying less, they are spending more.” William Grant & Sons has hoped to capitalise on this appetite for premium whisky with the release of its Glenfiddich Grand Cru expression. Aged for 23 years and finished in rare French cuvée casks, it offers a top shelf take on the famous Speysider’s spirit. Kristie Asciak, Marketing Manager at William Grant & Sons, believes the bottling creates new opportunities to enjoy a dram, and said: “it takes whisky into the celebration moment, an occasion where whisky is not traditionally seen.” It should be noted that it’s not just the top end of the market that’s growing, as Ligoff notes: “We have also seen a wave of new, reasonably priced quality whiskies coming out of Scotland and Ireland over the past year.” This suggests there are opportunities for retailers throughout the price spectrum. Leading distilleries are producing whiskies to appeal to drinkers of every budget to meet this opportunity, with Ligoff describing examples such as Glen Grant Arboralis,
“Consumers continue to premiumise, and whilst shoppers are buying less, they are spending more.”
Ardbeg Wee Beastie, Aerstone Land & Sea Cask,
Ryan Sullivan
Glenlivet Illicit Stills and Ledaig Sinclair Series.
Head of Customer Marketing William Grant & Sons
Wearable whisky? With traditional avenues of activation closed, the whisky industry has had to think outside the box to reach new and diverse audiences. Innovative campaigns have been a feature of the last year, with one intriguing development being the partnering of distilleries and leading fashion houses. One example is from Glenfiddich, which teamed up with Melbourne-based custom sneaker artist, Chase Shiel, to produce a run of strictly limited specially designed shoes. Only 23 pairs of the Glenfiddich x Chase Shiel GC XXIII sneakers were produced, with each set representing the years that Glenfiddich’s new Grand Cru expression spent maturing. For historic brands like Glenfiddich, these partnerships are a means of appealing to new, younger audiences, with A sciak nothing: “we are also seeing more drinkers under 30,” and that the brand now: “is heavily influenced by street culture”. William Grant & Sons is already working on another fashion collaboration, this time with Australian Designer, Jordan Dalah, known for his striking, blooming garments. This approach is shared by Pernod Ricard, with its equally storied Chivas Brothers whisky brand collaborating with world-renowned Paris fashion house, Balmain. Balmain’s Creative Director Olivier Rousteing has developed two limitededition bottle designs for Chivas’s 15 Year Old XV blended Scotch, lending a sense of Parisian sophistication to the veteran blend. 72 | National Liquor News
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Scotch and Irish Whisk(e)y
Finishing school One industry trend that shows no sign of slowing is the practice of ‘finishing’ whiskies. For the uninitiated, finishing is the process of taking a whisky that has already matured in one type of cask (typically former bourbon or sherry barrels) and treating it to a shorter, second maturation in another cask variety. This method allows distillers and producers to experiment by combining different cask maturations, or by introducing entirely new flavours to their spirit. Ligoff has noticed a shift from the standard fortified wine casks that have typified maturation for so long and a decline in availability of good quality barrels. “Distilleries continue to experiment with the use of
Will Indian whisky go the same way as Scotch and Irish? Andrew Milne, Senior Brand Manager at SouthTrade International, describes why Indian whisky is the next big thing. Q - How have the perceptions about Indian Whisky been changing in Australia as of late?
interesting wine casks… We’re seeing whiskies matured
A – “Interest continues to grow for the category. We’ve seen
in casks that previously held Rioja and Aleatico wines,
continued strong growth of Paul John whisky over the last 12 months,
for example,” he said.
more than doubling each year. The recent releases of a new entry
Yet, innovations in ageing go beyond the use of wine finishes. 2020 saw the release of the Chivas Extra 13 Year
level whisky, Paul John Nirvana, and rarer premium whiskies such as Paul John Oloroso, PX & Mithuna have only helped increase that
Old range, an ongoing series which sees Chivas’s signature
awareness of the category.”
blended Scotch finished in casks from around the world.
Q - What is Indian Whisky like and what makes it unique?
This series has already seen Chivas finished in tequila and American rye whiskey barrels, two experimental choices. Pernod Ricard said that through finishing, Chivas is “able to expertly blend together two different cultures, traditions and tastes in each product.”
A – “Climate obviously plays a huge role, and India’s climate definitely helps to speed up maturation, much like in parts of Australia. However, the main difference would be the use of Indian six-row barley. In Scotland they typically use two-row barley, six-row has a larger husk which provides more oils. The other differentiation is the carbohydrate to protein ration.
The use of cask finishes is not reserved solely for
Two-row barley typically has higher carbs and lower proteins, whereas
Pernod’s blends, with The Glenlivet’s single malt spirit
six-row is the opposite, with higher proteins. This gives the whisky a nutty,
treated to a rum barrel finish for its Caribbean Reserve
oiliness; often seen as a peanut character in Paul John whiskies.”
bottling. The result is a Scotch whisky which is said to
Q - Why is Indian Whisky one to watch right now?
have sweet and tropical flavours that lends it to be a new way to explore whisky. William Grant & Sons’ Ailsa Bay, already one of the most technologically advanced distilleries in the world, practices a technique of ‘cask starting’, whereby the spirit begins with a shorter maturation in a smaller barrel,
A – “They have flexibility to do as they please but are doing things properly at the same time. There’s a lot of experimentation around cask types, above and below ground maturation and more that will offer a huge variety of whiskies for the consumer. When you then factor in value, it’s one of the few ‘emerging’ markets in whisky that is still very much on the approachable end of the spectrum compared
effectively reversing the finishing process. This allows
with many other countries that are still quite cost inhibitive to the
distillers to start the whisky’s journey with a concentrated
average consumer.”
flavour, and illustrates that even in this ancient craft, there is room for pioneering methods. As states and territories around the country begin to reopen, there is a sunnier outlook for whisk(e)y events, with plans to return to the Australian drinking scene in 2022. This will give the Scotch and Irish whisk(e)y market an added kick – it’s only up from here. 74 | National Liquor News
■
Q - What do you think consumers love about Indian Whisky when they try it for the first time? A – “It’s easy to enjoy. The whiskies are well rounded, balanced and rich in flavour. They are definitely approachable whether an expert taster or a novice to whiskies. Add in their versatility when mixing and it’s a no brainer.”
For more detail on how SouthTrade and Old Pulteney can support your venue, please contact your local SouthTrade representative or phone:
02 8080 9150 email:
info@southtrade.com
www.oldpulteney.c
om
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From 16 outstanding panel picks to 70* more reviews, the Beer and Brewer Spring Brew Review is full with the latest and recent releases that you’ll want to try at home.
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What’s our Seasonal Focus? Sours *Not all submissions to our tasting panel are featured here. This could be because we had too many to sample or the product did not meet our panel’s requirements. We are not in the business of running any one down, and if there is a chance to speak with a brewery about issues that may have arisen during a tasting, then we will endeavour to pass that information on in the interest of transparency.
The Panel Jono Outred, WA
Justin Fox, VIC
Michael Capaldo, NSW
Based in Margaret River, Jono is a beer writer that predominantly covers the South West of WA. He’s been involved in the state’s beer industry in various capacities since 2011.
Currently head of sales at Bintani, Justin has had a long and decorated career in the beer industry – from the likes of heading up Colonial’s brewing to appearing on many a beer judging panel.
A sales rep at Hop Products Australia, Michael is a qualified and experienced brewer and an accomplished beer judge (GABS, World Beer Cup, Indies, AIBA etc).
Liam Pereira, NSW
Founder and head brewer at White Lakes Brewing, Sean’s decorated beer career includes five years as Chief Judge of the Perth Royal Beer Show where he currently serves on the committee.
David Ward, ACT Head of sales for BentSpoke Brewing Co and with over 10 years’ experience working in the craft beer industry, David is constantly on the lookout for new beers to try and trends to watch.
Liam is the group venue manager for Sydney’s Batch Brewing Co. A Certified Cicerone® and BJCP judge, he was previously general manager of Sydney Beer Week.
Sean Symons, WA
Jamie Webb-Smith, NSW
Scott Hargrave, NSW/QLD
Rosemary Lilburne-Fini, NSW
Scott is Balter Brewing’s multiaward winning head brewer and a regular on some of Australia’s and the world’s most prestigious judging panels including the Great American Beer Festival and the World Beer Cup.
Now calling Sydney home, Certified Cicerone® Rosemary has spent the last five years working in premium beer outlets in both the on-premise and retail channels.
Previously a brewer at The Australian Brewery, Jamie is currently head brewer at Yulli’s Brews in Sydney. He’s a home brewer turned pro, who completed the NSW TAFE microbrewing course.
Josh Quantrill, NSW
Benji Bowman, NSW
Currently Beerfarm’s head of sales, Josh is a Certified Cicerone® who’s had a long and varied beer career. He strives to help grow and expand the footprint of Australian craft beer.
With a background in Australian craft beer and cider, Benji is now part of the sales team at Capital Brewing in NSW where he leads the beer and quality training for the sales team.
Tina Panoutsos, VIC One of Australia’s leading beer judges, Tina is a beer sensory expert with over 30 years’ experience in the brewing industry in roles across technical and commercial functions.
Tiffany Waldron, VIC
Ian Kingham, NSW
A Certified Cicerone® and Pink Boots President, Tiffany is focused on making changes in the world of beer through education and furthering beer culture beyond standard boundaries.
That Beer Bloke, Ian’s decorated beer career has included judging at the Australian Craft Beer Show, Royal Perth Beer Show and the Sydney Royal Beer and Cider Award.
76 | National Liquor News
Jake Brandish, WA Beer & Brewer’s HomeBrewer Editor, Jake has a post-grad Dip in Brewing, is a BJCP judge, has brewed commercially and is an all round beer geek. As published in Beer and Brewer Spring 2021
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Catchment Brewing Phat Brew
Urban Alley Urban Lager
Urban Alley Urban Ale
Murray’s Brewing Ghost Gate
ABV: 3.5% Style: Sour
ABV: 4.5% Style: Lager
ABV: 4.5% Style: Blonde Ale
ABV: 6.0% Style: NEIPA
Subtle fruit flavours, headed up by lychee, lead this to taste on the sweeter end of the spectrum over sour but with a mild and tasteful tartness. Quite a dry mouthfeel provides the cut through to help make sense of the flavour profile and leaves an enjoyable session quality. A great addition to the beer community in spring but no doubt enjoyed year-round in balmy Brisbane.
Completely no nonsense in flavour and sessionability, this pours pale gold in colour and boasts refreshing aromas of light floral and bready notes. Bring a case of this to any gathering and it will satisfy the needs of all beer lovers. With a clean, smooth, malt forward profile, this easy lager is an easy converter for any mainstream drinker to indie craft beer.
Pale and slightly hazy in the glass, this blonde ale is simple and refreshing. The malt and hop presence mingle well and despite the flavour impact being low this is a beer you could drink all day. Urban Alley chooses to ferment this colder than a typical ale and the resulting snappy, clean and refreshing finish is testament to it.
Food: Backyard BBQ
urbanalley.com.au
Very hazy and pale-tomedium amber in colour, it has a nice white head that laces the glass. Hints of tropical and stone fruit aromas slap you in the face while flavours of big mango and guava are followed by pine and dank bitterness. Its body is velvety and hugs your palate with a bitterness that’s not too offensive, but it does stick around for a while. Carbonation is light to medium.
Food: Seafood paella
Food: Spicy nachos
urbanalley.com.au
Food: Chicken Pad Thai
Murray’s Brewing Riding the Ghost Train ABV: 8.0% Style: Double NEIPA With this, the big brother to Murray’s also excellent Ghost Gate NEIPA, a wonderful head and deep haze greet the drinker’s eyes upon pouring while the aromas are intensely hopped with dank, resinous pine and lovely wood characters. These aromas blend very well with the juicy, high alcohol profile to create a beautifully unique NEIPA.
Food: Brisket burger murraysbrewingco.com.au
murraysbrewingco.com.au
catchmentbrewingco.
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Murray’s Brewing After Dark
Murray’s Brewing Puff
Wilson Brewing Marlin Rouge
Prancing Pony The Zeppelin
Purity Brewing Session IPA
ABV: 5.0% Style: Stout
ABV: 7.0% Style: Pastry Stout
ABV: 6.5% Style: Hazy Red NEIPA
ABV: 6.6% Style: NEIPA
ABV: 4.5% Style: Session IPA
With a dense, solid cream head this stout pours a deep intense ruby. A really bright hop aroma comes at first which is underpinned by notes of roasted coffee, toffee and caramel. A solid bitterness is apparent throughout, which balances a creamy sweet chocolate flavour, all of which coats the mouth beautifully without being overtly cloying in the mouth.
Rich black in colour with a dark tan head, clove and allspice lead the aroma with a hint of confectionary fruit. Flavours are all turned up to 11 as clove and allspice carry over on the palate, along with very sweet notes of Frangelico and chocolate with a slight bitter dark malt finish. It’s thick in body with low carbonation and a slick sweet finish.
Food: Profiteroles
Food: Chocolate sundae
It pours rich copper with a quickly dissipating orange-tinged lacing while exhibiting aromatics of citrus peel and pine, with underlying toasted malt. On tasting, a moderate bitterness is well paired with dominant malt character of caramel, bread crust and toasted grains. The malty base is underpinned by hop-driven pine and orange notes while a creamy mouthfeel lasts after each sip.
Pale gold with medium haze and a thick white head, passionfruit and grapefruit lead aroma followed by citrus, pine and subtle water cracker while tropical fruits and citrus lead flavour. It’s a full-bodied hop-driven beer that keeps its bitterness in check while complex hop aromas and flavours allow so many different fruit notes to come through – there’s a new one every time you take a sniff!
Thanks to a partnership between Prancing Pony and Purity Brewing we can enjoy delicious beers borne out of the UK but fresh out of SA. A great example of style, it pours hazy and boasts the tropical bombshell traits of a 6.0% beer but wrapped up in something far more fleet of foot. Full flavoured, it packs grapefruit, citrus and a lingering bitterness for a beautifully balanced beer.
murraysbrewingco.
Food: Grilled meats
Food: Green curry
prancingponybrewery.
com.au
wilsonbrewing.com.au
prancingponybrewery.
com.au
murraysbrewingco.com.au
Food: Wagyu burger
com.au
November 2021 | 77
Wine Tasting Review
The Panel ➤
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B rian Chase Olson, Director, Blend Public Relations A ndrew Graham, Journalist, Australian Wine Review
The Rosé Tasting
This month the National Liquor News panel sipped and swirled through a huge line up of rosé at home, to bring the top scoring wines in three price brackets.
Panels Picks
C hristine Ricketts, Wine Educator, Endeavour Group A ndrew Milne, Brand Manager, SouthTrade International N igel Burton, CEO, Burton Premium Wines M ichael Park, Wine Merchant, Dan Murphy’s Kingsford S abine Duval, Trading Manager and Lead Educator, The Wine Collective D avid Fahey, Wine Consultant E d Peake, Key Account Manager, Penfolds J onathan Leeming, Brand Manager, Taylors Wines E mma Fogarty, Brand Manager, SouthTrade International M ichael Mcintosh, Fine Wine Brand Ambassador, Accolade Wines H elena Edgerton, Wine Educator, Sydney Wine Academy D ean Kornman, National Account Manager, Constellation Brands
Pepper Tree
Jacob’s Creek
St Sagnol Coteaux
Limited Release
Better By Half Rosé
Varois en
Pinot Rosé
Region: Australia
Provence Rosé
S alvatore Margiotta, NSW Key Account Manager, Pure Wine Co.
Region: Wrattonbully
VIN: 2020 LUC: $13.33
Region: France
VIN: 2021 LUC: $19.35
Distributed by:
VIN: 2020 LUC: $10.00*
Distributed by:
Pernod Ricard
Distributed by:
D eb Jackson, former Managing Editor, National Liquor News
Déjà Vu Wine Co
J ames Wells, Group Publisher, The Intermedia Group C raig Hawtin-Butcher, Group Publisher, The Shout NZ and World of Wine A ndy Young, Editor, The Shout & Bars and Clubs
“Nice light salmon in colour. Exquisite rose petal, cherry notes. Very lively and fresh.” – Deb Jackson
Castel Frerès
“Coppery, pale pink in colour with steely, fresh notes on the nose. The palate is crisp and fresh with watermelon, red currant and mineral notes. Well balanced with a long finish.” – Emma Fogarty
*Check with supplier for more information 78 | National Liquor News
“Clear light salmon appearance. Light red fruits on the nose but not overt. Perfectly balanced wine with soft round red fruits and a long finish. Easy to drink on its own or would pair perfect with BBQ salmon.” – Dean Kornman
Wine Tasting Review
The System
LUC over $16 Howard Park
Lloyd Brothers Pinot
Miamup Rosé
Noir Rosé
Region: Margaret River
Region: Adelaide Hills
VIN: 2021 LUC: $16.72
VIN: 2021 LUC: $16.13
Distributed by: Off The Vine
Distributed by: Twelve
(WA), Thomas Chin Pty Ltd
Bottles (NSW/VIC/QLD), Lloyd
(NT), The Wine Tradition (QLD),
Brothers direct (other states)
Aus Craft Wine (SA), Young and Rashleigh (NSW/ACT), Alepat Taylor (VIC), DWS (TAS)
“The fruits you want on the nose, refreshing strawberry with a peachy-zest. A beautiful structure and weight to the wine, crisp, long dry finish, a delightful wine.” – Andy Young
Luberon Rosé Region: France VIN: 2018 LUC: $18.00 Distributed by: Star Beverages
“Extremely soft red berry fruits and mild floral notes on the nose lead to a very mouth filling and delightfully exciting palate with elegant red currants and delicate kumquat marmalade features. A lovely dry and moreish finish.” – Ed Peake
90-94 Outstanding: a wine of remarkable character 85-89 Very good: a wine with impressive qualities
“Really subtle on the nose with flowery, peach blossom, dried fruit notes. There is no subtlety about the palate though, it is well formed and complete, full of lots of juicy, spice notes and apple skin.” – Michael Park
Zonzo Estate Marrenon Oris
95-100 Classic: an exceptional wine
Rosé Region: Yarra Valley VIN: 2020 LUC: $16.50 Distributed by: Zonzo Estate direct
“This his really delivers on flavour intensity. It’s big, giving all that upfront fruit with red berries, strawberries, currants. Hint of blackcurrant leaf on the palate also. Acidity is well balanced. It’s present but sits quietly holding everything together.” – Andrew Milne
Small Victories
Barton & Guestier
Rosé
Tourmaline Rosé
“As one would expect, all of these rosé wines were light, fresh, easy to drink summertime libations; nice to enjoy on their own or with a variety of different foods.” Jonathan Leeming Brand Manager Taylors Wines
Food Pairing ➤
Region: Barossa
Region: France
VIN: 2021 LUC: $17.20
VIN: 2020 LUC: $22.30
Distributed by:
Distributed by: Beach
Small Victories Wine Co
Avenue Wholesalers
“Nicely balanced fruit and peppery notes providing complexity, very food friendly.” – Salvatore Margiotta
“A rosé bursting with red fruits, smooth mouthfeel and lingering finish. Would stand up well to grilled chicken and roasted Mediterranean vegetables.” – Helena Edgerton
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“ Salmon, shell fish and fruit salad.” – David Fahey “ Bucket of fresh prawns, or a picnic charcuterie board.” – Salvatore Margiotta “ Food should be savoury, salty and fun - jamón, cheese platters, anything light lunchy, like oysters, maybe with a rosé granita?” – Michael Park
November 2021 | 79
Wine Tasting Review
LUC $12-$16 Bleasdale Crisp and
Longview Vineyard
Dry Rosé
Juno Nebbiolo
Region: Australia
“I found the wines I tasted were not almost see-through pale pink, but were heading towards more salmon in colour (which I find attractive) and dry to off dry but not sweet. Beautifully balanced wine, some were possibly a little too restrained, but very well made.” Christine Ricketts Wine Educator Endeavour Group
Editor’s Picks ➤
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VIN: 2021 LUC: $12.90 Distributed by:
VIN: 2021 LUC: $15.05
Bleasdale Vineyards
Distributed by: Pure Wine Co
“ Aromas of lemon, blossom, pear and musk. Light on the palate with cherries, watermelon, red currant and red fruits. This wine has a pleasantly long finish. Very crisp and dry. Beautiful drinking on its own.” – Emma Fogarty
ndeluna Malbec Rosé A 2020, Argentina, LUC $16.00 (Star Beverages) toneleigh Wild Valley Rosé S 2018, Marlborough, LUC $17.99 (Pernod Ricard) cWilliams McW Estate M 480 Rosé 2020, Australia, LUC $12.03 (McWilliam’s Wines)
80 | National Liquor News
(WA/SA/QLD/NT), Young and Rashleigh (NSW), Sante (VIC), Fine Drop (TAS)
“Bright, refreshing and inviting nose of flat peaches and white stonefruits. A rounded palate with well-balanced acidity and significant length. This is a classy number.” – Craig Hawtin-Butcher
Audrey Wilkinson Rosé Region: Australia VIN: 2020 LUC: $14.03 Distributed by: Agnew Wines
“A very fruit-driven wine with an enticing colour and an easydrinking refreshing palate. Those red fruits sing, strawberry, cherry, plum, with a nice level of acidity to round into a dry finish.” – Andy Young
ierre D’Amour Rosé, P Riverina, LUC $8.16 (Calabria Family Wine Group) T wo Truths Rosé 2020, South East Australia (Independent Beverage Partners)
Rosato Region: Adelaide Hills
Kylie Minogue Rosé Region: France VIN: 2020 LUC: $14.84 Distributed by: De Bortoli
“Nice soft acidity. Dry finish. Delicate rose petals. Clean refreshing finish. Sessionable. Perfect for a hot summer’s day. Would pair well with a sushi platter.” – Deb Jackson
Carillion Expressions
La Boheme Act Two
Pinot Rosé
Dry Rosé
Region: Orange
Region: Yarra Valley
VIN: 2021 LUC: $13.90
VIN: 2020 LUC: $15.73
Distributed by:
Distributed by: De Bortoli
Carillion Wines direct “Strawberries, rose petals and
lavender. Broad palate. A nice wine with generous flavours and great refreshing acidity.” – Deb Jackson
“A charming, delicate wine. Very easy to drink with soft peach and nectarine flavours. Wonderful balance, refreshing but with a creamy texture. Great just by itself or with sushi or antipasti.” – Helena Edgerton
Wine Tasting Review
LUC $12 and under The Bio Project
La La Land
Monastrell Rosé Region: McLaren Vale VIN: 2020 LUC: $9.14 Distributed by: Twisted
Rosé Region: Australia VIN: 2021 LUC: $10.53 Distributed by: Red+White
Harvest (SA), Shingleback Wine direct (other states)
“Would unhesitatingly buy a case of this; its lifted, delicate wild strawberry aromas are perfectly complemented by ripe pink grapefruit, yellow cherries and a whiff of tropical fruits.” – Jonathan Leeming
“Pale pink with strawberry, watermelon and grapefruit notes on the nose. On the palate - well balanced fruit and acid. Great with soft cheese and fruit.” – Emma Fogarty
Trentham The Family Down The Lane Rosé Gris de Gris
Sangiovese Rosé Region: Murray Darling
Region: Australia
VIN: 2021 LUC: $10.21
VIN: 2019 LUC: $8.15
Distributed by: Bacchus Wine
Distributed by: De Bortoli
Merchants (VIC/NSW), Empire
“Beautiful salmon colour, nose is very pretty, bight red fruits. Good acidity on the palate. Well made wine. East drinking.” – Sabine Duval
make the style so refreshing.” Emma Fogarty Brand Manager SouthTrade International
Liquor (SA), Dave Mullen Wine Agency (WA)
“Tastes like watermelon jelly beans - with a hint of smoke, strawberries, raspberries, redcurrants. Very moreish; would definitely buy a bottle.” – Jonathan Leeming
Jacob’s Creek Le Petit Rosé Region: Australia
Yalumba Y Series
VIN: 2021 LUC: $11.07
Sangiovese Rosé
Distributed by:
Region: South Australia
Pernod Ricard
VIN: 2021 LUC: $11.07
“The nose is intensely sweet and jammy with red raspberry liquorice. The palate however, is not as intense and delivers a different, far more pleasant experience. Mild berry flavours lead to a delicious dry and crisp finish.” – Ed Peake
“The Provence-style of rosé has become more popular around the world and there are less heavy, sweet, pink styles around. The pale colour, acidic and crisp palates and fresh, fruity palates
Distributed by: Samuel Smith & Son
“On the nose, subdued strawberry, quite sweet. On the palate, mild acid background with a soft lingering finish. Easy drinking aperitif.” – David Fahey
“Rosé is still a dumping ground for poor wines. Clumsy residual sugar, low quality fruit. That said, if you can perfect the art it is a lovely drink. The key is about harnessing freshness, making sure fruit is not unripe (to avoid harsh acidity) and then nailing the colour with your fining and filtration.” Andrew Graham Journalist Australian Wine Review
November 2021 | 81
Planning
It’s the season to be ready Research shows the benefits of preparing for Christmas shoppers early this year, writes Stephen Wilson, Category and Insights Manager at Strikeforce.
“Going early with the right offer, in the right location and keeping the offer fresh will be paramount to providing an enjoyable experience for your customers and maximising sales in the lead up to Christmas 2021.” Stephen Wilson Category and Insights Manager Strikeforce
82 | National Liquor News
It might seem a bit premature, but Christmas is fast
Category is important when considering what to
approaching so time to get prepared for the seasonal
feature, with spirits or wine more likely to drive early
onslaught. Hopefully Christmas 2021 will be a joyous
Christmas pantry filling, being a higher ticket item,
occasion with plenty of family and friends around the
particularly if there is a discounted price or ‘two for’
Christmas table.
on offer.
There has, however, been a few rumblings in
Other considerations are in-store location, length
recent weeks about threats to supply chains through a
of time featuring brands and rotation to keep the offer
combination of industrial action on the ports, carriers
fresh and appeal to different types of shoppers.
simply being over stretched by demand for goods online or COVID-driven shortages in staff. Media reports have been encouraging households to shop early this year to avoid disappointment, so this may cause disruption to the usual flow and rhythm of pre-Christmas purchasing patterns. A recent survey conducted by Strikeforce found 75 per cent of households usually do the Christmas
Let’s compare two shoppers who are both looking to purchase Scotch for Christmas. A highly visible display is on a front-end shelf close to a store’s point of entry. Murray hates shopping and sees it as a waste of his time, so he enters the store, grabs a bottle of Scotch from the front-end shelf, pays and gets out of the store quickly.
shop a week or less before the big day, however non-
Ruby is highly planned and on a budget. She enters
perishables like liquor are open to purchasing much
the store and sees the well-stocked front end shelf,
earlier for brands consumers are seeking.
wanders down to the Scotch section but returns to the
With a level of supply uncertainty bubbling away
front end after checking prices and picks up not one
in the background, this year might be the year to ‘go
but two bottles of Scotch, swayed by the offer, then
early’ with offers that would usually hit the market in
pays and walks out of the store happy.
late November or early December. Liquor stores in regional areas might see an uptick
Two different shopping missions both with positive outcomes.
in trade this year along with an increase in basket
Going early with the right offer, in the right
spend due to the much-reported migration of urban
location and keeping the offer fresh will be
dwellers to regional Australia, potentially bringing
paramount to providing an enjoyable experience for
with them increased discretionary spend which can
your customers and maximising sales in the lead up
provide growth opportunities.
to Christmas 2021.
■
averaged
60,497
*
unique users every month in 2020.
Do you have an upcoming launch, NPD, line extension or promotion? Then drive brand awareness. Support your sales team. Book a campaign.
Contact Shane T Williams to book now! on 02 8586 6205 or email stwilliams@intermedia.com.au * Google Analytics 2020, TheShout averaged 60,497 unique users per month.
Deck the halls with Drinks by the Dram
Have a very
MERRY CHRISTMAS
with these delectable drams
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For more Christmas gifting options, contact Proof & Company: ordersau@proofandcompany.com
