National Liquor News November 2021

Page 1


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.


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


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


prepare for such craziness, we’ve brought together

Brydie Brydie Allen, Editor

season predictions from IRI and Snooper (from

02 8586 6156

page 42).

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

The Intermedia Group’s Environmental Responsibility The Intermedia Group takes

we ensure that the products and

PEFC certified wood

its Corporate and Social

services used in the manufacture

and paper products come

Responsibilities (CSR) seriously

of this magazine are sourced from

and is committed to reducing its


from environmentally

impact on the environment. We

responsible suppliers.

continuously strive to improve our

This magazine has been

appropriate, socially beneficial and economically viable management of forests.

environmental performance and

printed on paper produced from

to initiate additional CSR based

sustainably sourced wood and

projects and activities.

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delivery process of this magazine

under PEFC chain of custody.

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As part of our company policy

6 | National Liquor News

Editor: Brydie Allen General Manager Sales – Liquor & Hospitality Group: Shane T. Williams Group Art Director – Liquor and Hospitality: Kea Thorburn Prepress: Tony Willson Production Manager: Jacqui Cooper 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

To subscribe and to view other overseas rates visit or Call: 1800 651 422 (Mon – Fri 8:30-5pm AEST) Email:

a tonne of useful material, including our annual Christmas gift guide (from page 46) and silly

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TASTY A.F. http s://HERE SCAN can d

TOGRAB .com/try-ca rink




info@ CONTACT YOUR SOUTHTRADE REP info@southtradeint u

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




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

SouthTrade International, the Australian

on the growing RTD category in the high-


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


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


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


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: 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


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


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 or to look for current opportunities check out the BrightSide LinkedIn page:

November 2021 | 15


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.


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


gatherings was rapidly growing. A surge in picnics

• 60ml Herradura Selección

- due to the new COVID rules but also as it’s a


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.


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


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


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.


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


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


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.


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.


» »

Over 1400 outle ts a c ro ss thre e sta te s

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R etu r n of all surpluse s thro ugh pa tron ag e reb at es an d s u b s i d ised who le sa le pric e s E xten s i v e range o f pro duc ts a ime d to en h an ce m arg in Ou tstan d in g buying powe r fro m a n ex t en s iv e ran g e of Su p p liers who a re fe llow m e mbe rs of t h e co-op Au ton omy an d inde pe nde nce Access to mode r n in- ho use g ra phic des ig n s t u d io R etail man age m e nt a nd de sign suppor t Con temp orar y signa ge a nd bra nding Fu l l y in teg rate d E- c o mme rc e so lutio n Ch oi ce of trading te r ms to suit yo ur b u s in es s Committed Sta te Sa le s Te a m s Ch oi ce an d flexibility in a ba nne r g ro u p t o s u it y ou r b u sin ess mode l

www For more information, contact: Pat Kenny 0409 308 341 (NSW/VIC) or Craig Stephenson 0434 575 589 (QLD) or visit .au


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.”

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


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

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


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


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


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


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


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

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.


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


The perfect way to enjoy Patrón is responsibly.

For more information contact our customer care team on 1800 357 994 or

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 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


CALORIES per serve

For more information please contact your SouthTrade Sales Representative or Head Ofiice on (02) 80808 9150 #PERFECTPARING



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







Mix up a Summer of StrangeLove Request a sample pack from in




Summer Beer Retailing


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

Summer Beer Retailing

Dingo Lager Dingo Lager is uncomplicated and made for easy drinking, just like it should be.


Handcrafted with all WA malt and barley, the focus is on producing a refreshingly simple beer that the brand is proud to call Western Australia’s own. Dingo is a celebration of WA, our people, unique culture and all the stories that make us who we are. Brought to you by WA farmers and award-winning Whitelakes Brewing, this is

Get inspired on great beer options for summer with these products.

Sidewinder Low Alc Hazy Pale Ale

a beer that embodies everything the brand believes in.

Modus Cerveza Crisp, classic beer, inspired

Introducing Sidewinder Low Alc

by coastal Mexico, and

Hazy Pale. Enjoy ultimate flavour

freshly brewed on this side

at only 0.3 standard drinks at

of the Pacific. Casually

anytime, anywhere. Full body,

crafted with high quality

super refreshing and loaded

and traditional Mexican

with juicy tropical notes at only

ingredients. Frosty,

1.1 per cent ABV. Super juicy,

light bodied with a crisp

super tasty! Live the freedom

citrus finish. Serve with a

of the Sidewinder Life! For

fresh lime wedge. For

distribution queries, contact

distribution queries, contact

Brick Lane Brewing.

Modus Brewing.

XXXX XXXX is the taste of summer, best matched with great mates and the Aussie sun. With mid-strength full-flavoured XXXX Gold and now full-strength easy drinking XXXX Dry, there’s a XXXX beer for everyone this season. To celebrate summer, XXXX is running a trade wide on-pack promotion. Customers who buy a specially marked case of XXXX win a $10, $20 or $50 voucher to spend at SurfStitch, Adventure Kings or Barbeques Galore. Every specially marked pack wins! T&Cs apply, promotion runs from 22 November 2021 – 28 February 2022. 60 | National Liquor News

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


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

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:

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


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




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:





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.


The Brew Review FO


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






The Brew Review


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

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

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













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.


Food: Grilled meats

Food: Green curry



Food: Wagyu burger

November 2021 | 77

Wine Tasting Review

The Panel ➤

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


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

“ 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 ➤

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


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.




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Deck the halls with Drinks by the Dram

Have a very


with these delectable drams


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For more Christmas gifting options, contact Proof & Company:

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