AUSTRALIA’S LEADING LIQUOR INDUSTRY MAGAZINE
DISCOVER A NEW WAY TO BOURBON
DISCOVERY SERIES T R U S T YOUR S P I R I T
vol. 40 no. 8 - September 2021
Editor’s note
Editor’s note
WE ENCOURAGE RESPONSIBLE DRINKING Get the facts DrinkWise.org.au
Welcome to the September issue of National
can we expect from it this summer? Turn to page
Liquor News.
54 to find out.
As lockdown drags on to varying levels on the
Finally, we’ve analysed the premium gin
east coast, all of us here at National Liquor News
segment and the opportunity it holds at the
hope you are keeping safe and well.
moment for retail. Our friends at IRI supplement
Despite these lockdowns though, I’ve been so
this with an interesting evaluation of a movement
excited to see that the industry is abuzz as we move
that is driving not only gin sales but wider glass
towards the busiest time of year. There are so many
spirits popularity – home mixology.
new products, range reviews, brand refreshes and
Elsewhere in this issue we’ve also got all the
campaigns going on, it can be hard to keep up –
latest news, insight and analysis from our regular
so in this issue we’ve rounded up as much of this
contributors Retail Drinks Australia, Alcohol
activity as we could fit into our pages.
Beverages Australia, Strikeforce, Wine Australia,
Features in this month’s issue look into a variety
Spirits and Cocktails Australia, the Independent
of categories where there’s a lot of action at the
Brewers Association, eLease Lawyers and
moment and where there’s significant opportunity
Crunchy Social.
for retail in the coming months. First, we’ve investigated the Prosecco category from page 48, alongside insights about the wider
Get in touch if you have any feedback about what you’re keen to see in these pages for the rest of the year, I’d love to hear from you!
sparkling wine segment by the team at Snooper, from page 46. Ahead of the celebration season, it will be
Cheers,
important to be aware of what shoppers are looking
Brydie Brydie Allen, Editor
the hard seltzer category which has exploded onto
02 8586 6156
Australian shelves in the past 12 months. What
ballen@intermedia.com.au
Publisher: Paul Wootton pwootton@intermedia.com.au Editor: Brydie Allen ballen@intermedia.com.au General Manager Sales – Liquor & Hospitality Group: Shane T. Williams stwilliams@intermedia.com.au Group Art Director – Liquor and Hospitality: Kea Thorburn kthorburn@intermedia.com.au Prepress: Tony Willson tony@intermedia.com.au Production Manager: Jacqui Cooper jacqui@intermedia.com.au Subscription Rates 1yr (11 issues) for $70.00 (inc GST) 2yrs (22 issues)for $112.00 (inc GST) – Saving 20% 3yrs (33 issues) for $147.00 (inc GST) – Saving 30% To subscribe and to view other overseas rates visit www.intermedia.com.au or Call: 1800 651 422 (Mon – Fri 8:30-5pm AEST) Email: subscriptions@intermedia.com.au
for in sparkling wine, and what drives their decisions. This is followed by an informative review of
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Top Reads ➤
54 Another summer of seltzer ahead
➤
48 The Prosecco Report
➤
62 Premium gin: Trading up
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4 | National Liquor News
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Disclaimer
This publication is published by Food and Beverage Media Pty Ltd (the “Publisher”). Materials in this publication have been created by a variety of different entities and, to the extent permitted by law, the Publisher accepts no liability for materials created by others. All materials should be considered protected by Australian and international intellectual property laws. Unless you are authorised by law or the copyright owner to do so, you may not copy any of the materials. The mention of a product or service, person or company in this publication does not indicate the Publisher’s endorsement. The views expressed in this publication do not necessarily represent the opinion of the Publisher, its agents, company officers or employees. Any use of the information contained in this publication is at the sole risk of the person using that information. The user should make independent enquiries as to the accuracy of the information before relying on that information. All express or implied terms, conditions, warranties, statements, assurances and representations in relation to the Publisher, its publications and its services are expressly excluded save for those conditions and warranties which must be implied under the laws of any State of Australia or the provisions of Division 2 of Part V of the Trade Practices Act 1974 and any statutory modification or re-enactment thereof. To the extent permitted by law, the Publisher will not be liable for any damages including special, exemplary, punitive or consequential damages (including but not limited to economic loss or loss of profit or revenue or loss of opportunity) or indirect loss or damage of any kind arising in contract, tort or otherwise, even if advised of the possibility of such loss of profits or damages. While we use our best endeavours to ensure accuracy of the materials we create, to the extent permitted by law, the Publisher excludes all liability for loss resulting from any inaccuracies or false or misleading statements that may appear in this publication. Copyright © 2021 - Food and Beverage Media Pty Ltd
Contents September 2021
Regulars
Wine
10 News: The latest liquor industry news for retailers
26 Sponsored Content: Modernising history
around Australia 14 Marketplace: Brand news and promotions
with Richard Hamilton 40 Wine Australia: An updated domestic
32 Leasing: Rent relief update for NSW 34 Alcohol Beverages Australia: Giving credit where
off-premise snapshot 46 Snooper: Sparkling consumers find reasons
credit is due 42 Social Media: How to create engaging content
to pop the pandemic cork 48 The Prosecco Report: Pop the Prosecco 70 Wine Tasting Review: Shiraz
Retail Focused 22 Pink Drinks: Product inspiration for peak pink time 30 Sponsored Content: Introducing the future of retail technology, Arch
Beer 39 Independent Brewers Association: Finding opportunity and joy through cancellations 68 Brew Review: Beers for spring
35 Retail Drinks Australia: Victoria modernises its liquor laws 36 Strikeforce: Flexible and impactful 58 Hard Seltzer: The hot summer ahead 74 Retailer Profile: Michael Tamburri, La Vigna, WA
Spirits 8 Cover Story: Introducing Wild Turkey Extra Aged 28 Brand Talks: The new Wild Turkey Signature Series 33 Sponsored Content: Yes we C.A.N 38 Spirits and Cocktails Australia: Battling misinformation in the global spirits world 44 IRI: Shaking up glass spirits 62 Premium Gin: Trading up
6 | National Liquor News
hotel starlino CIAO & WELCOME TO
Hotel Sta rlino is the n ext g ener a t i on r a ng e of l i g ht , f r e sh , low A B V aperitifs crafte d i n Tor i no, I t a l y f r om a l l na t u r a l i ngred ie nts. It’s yo ur l i t t l e t a s t e of I t a l y t hi s Summe r. So che ck in, re lax a nd enj oy Hot el St a r l i no. Fo r mo re det a i l s or t o orde r con t act you r St u art Al exa nder Ac c ou n t Man ag e r 18 0 0 18 8 4 8 4 /th es t arlin o
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Cover Story
Rethinking bourbon with the Wild Turkey Discovery Series The series launches with the nationally available Extra Aged RTD flagship range, an off-premise exclusive.
One of Australia’s leading American whiskey
At nine per cent ABV per 250ml can, Extra Aged
producers, Wild Turkey, is challenging consumers
is at the higher strength end of the Discovery Series,
to re-think bourbon, launching the Discovery Series
designed to complement night time occasions like
range of RTDs to keep premiumising the category.
pre-drinks, house parties and gatherings with friends,
Australia is the first and only country to launch
or as a special treat after a long day.
this series, which is the first new product development
“Extra Aged will launch with two SKUs; Vanilla Oak
Wild Turkey has made in the RTD space in years. The
Spiced Cola and Spiced Honey Soda. We can expect a
series will become a sub brand where Wild Turkey
boldly distinctive, Wild Turkey bourbon experience
will launch unique flavour combinations outside
with a discerning flavour twist,” Marinoni said.
Paolo Marinoni
of the traditional bourbon and cola, that encourage
Being the first product launched in the entire series,
consumer exploration of bourbon based drinks for a
Extra Aged introduces consumers to a premium
range of different occasions.
new way to drink bourbon, in the biggest market
“Bourbon/glass RTD accounts for more than one in
for Wild Turkey RTDs in the world. Considering the
four dollars spent in the total spirits category, however,
importance of this market, the brand saw significant
millennials are less likely to choose bourbon pre-mix
value in keeping up to date with the latest in consumer
than other categories,” said Paolo Marinoni, Marketing
tastes and staying ahead of the category’s pack to
Director at Campari Australia and New Zealand.
maintain and grow an already strong market share.
“Our mission for this range is to bring in light and
“Ninety-eight per cent of bourbon RTD is cola
lapsed RTD drinkers who have left the category as it
and zero cola - this range is to break through the one
hasn’t kept up with their needs. We want to challenge
dimensional bourbon category through unconventional,
people to re-think bourbon and to encourage them
flavoursome and crafted mixers,” Marinoni said.
to try different mixers.” Throughout all the RTD releases of this series,
Wild Turkey Extra Aged is available for retailers nationally now, with an RRP of $27.99 per four-pack.
Marinoni said consumers will enjoy: “A range of premium, contemporary premixes, purposely selected
Contact your local Campari Australia
to hero the bold flavour of Wild Turkey, allowing it to
representative for more information.
shine through in a variety of need states and occasions.” The Discovery Series launch kicks off with the nationwide release of Extra Aged, a central part of the series and an off-premise exclusive. 8 | National Liquor News
Plus, check out page 28 for further insight about another upcoming RTD release from the Wild Turkey Discovery Series.
“We want to challenge people to re-think bourbon and to encourage them to try different mixers.”
■
Marketing Director Campari Australia and New Zealand
DISTRIBUTED BY COMBINED WINES & FOODS 02 9533 7955 www.combinedwines.com.au
www.combinedwines
.com.au
CAMPAGNA FINANZIATA AI SENSI DEL REG. UE N. 1308/2013 CAMPAIGN FINANCED ACCORDING TO EU REG. NO. 1308/2013
News The latest liquor industry
For retailers around the country
Industry reacts to report linking zero alcohol products and underage drinking
Liquor Loot expands further into retail Direct to consumer subscription service Liquor Loot is continuing to diversify its business, announcing new retail partnerships with more still to come. Through partnerships with Aldi and more recently David Jones and Qantas, Liquor Loot has created a retail offering that follows the goal of consumer education, like the subscription offering does, however in a more self guided way.
Alcohol Beverages Australia (ABA) CEO Andrew Wilsmore has
Through six 30ml sample bottles, retail customers can figure
criticised a research paper released by the Menzies School
out what they like about a certain type of spirit.
of Health Research that draws a link between zero-alcohol products and underage drinking. The new paper raises questions about the growth of the
Liquor Loot Founder and CEO, Joel Hauer, told National Liquor News: “It’s really just a natural evolution of what we’re doing as a business. We’re providing high end spirits in a
zero-alcohol category and whether its giving young people a
format that people can taste them, enjoy them, and hopefully
taste for alcohol.
come back to the distillery and buy them.”
“The sale of zero-alcohol beverages in supermarkets
The expansion into retail
means young people will be more frequently exposed to
has been incredibly successful
alcohol companies’ branding and logos,” said the report’s
so far for Liquor Loot. With
lead author, Mia Miller.
initial partner Aldi, Hauer said
“Alcohol advertising exposure has been shown to increase
they last year sold “over
early initiation of alcohol use, and increased alcohol use.
5000 packs within about
It can also foster brand allegiance, a factor that has been
seven days.”
shown to lead to increased chances of young people consuming alcohol.” In a statement responding to the report, ABA CEO Andrew
“There’s a vast retail landscape out there, when you think about where you can
Wilsmore said: “This ‘research’ reads more like personal
access spirits. But really, right
opinion and assertions, and simply does not reflect the lived
now it’s either a 700ml bottle
reality for the majority of Australians.”
or you’re not taking a bottle
Wilsmore pointed to the fact that per capita alcohol
home at all. We really wanted
consumption in Australia is at a 50-year low, and that young
to break that up and and
people are delaying the age at which they have their first drink
provide people different ways
(from 14 years in 2001 to 16 years in 2019), as evidence that
to experience spirits, but also
“drinking in moderation [is] the new cultural norm.”
the content and education
“Zero-alcohol sales of beer, wine and spirits in supermarkets
behind it as well, so they are
are nothing new and have been part of the shopping
equipped with the knowledge
experience for generations of Australians due to liquor licensing
to buy something they trust
laws banning the sale of alcohol in supermarkets in a number of
they’re going to like, because
States and Territories,” Wilsmore said.
they’ve been able to learn
“Clearly there is no link between ‘exposure’ and adverse
what they do like and what
outcomes in young people drinking alcohol, as there are no
they don’t like,” Hauer said.
significant differences in harmful youth drinking from those States and Territories that do allow the sale of beer, wine and spirits within supermarkets against those that prohibit their sale.”
10 | National Liquor News
Future plans Liquor Loot has some more retail partnerships in the works to be announced soon, and is open to working with other retailers too.
News
Industry partnership to build new PET recycling facility Asahi Beverages and Coca-Cola Europacific Partners (CCEP) have joined forces with Pact Group and Cleanaway to provide an industry model for recycling solutions in Australia. The four companies have signed a Memorandum of Understanding (MOU) to form a joint venture that will include building and operating a new PET recycling facility to process the equivalent of around one billion bottles each year and produce more than 20,000 tonnes of new recycled PET bottles and food packaging. The proposed facility will be a massive boost to Australian recycling by processing raw plastic material collected via Container Deposit Schemes and kerbside recycling. The cross-industry solution combines the complementary expertise of each participant Cleanaway will provide available PET through its
Wild Turkey launches Virtual Escape to Kentucky
collection and sorting network, Pact will provide
Wild Turkey has launched a ‘Virtual Escape to Kentucky’ in the Australian
technical and packaging expertise and CCEP, Asahi
market, a guided tasting of Wild Turkey whiskey powered by Amazon Alexa
Beverages and Pact will buy the recycled PET from
and Google Home.
to enhance their individual sustainability goals.
the facility to use in their respective products. The plant, when fully operational, will be run by Pact. A decision on the plant’s location is anticipated
Almost 2.5 million people have visited Kentucky’s Bourbon Trail in the last five years, but with international travel off the cards for the foreseeable future, the experience is designed as a way for Australian
in the coming months and construction is expected
bourbon lovers to learn more about the heritage of one of America’s most
to be complete by 2023.
iconic distilleries from the comfort of their own home.
CCEP and Asahi Beverages, while competitors
Father and son Master Distiller duo Jimmy and Eddie Russell guide
in the beverage market, have, for the purpose of
the experience, which covers four of the key whiskies in the Wild Turkey
this joint venture, joined with Pact and Cleanaway
portfolio: Wild Turkey 101, Longbranch, Rare Breed and Kentucky Spirit.
to increase the production and availability of
The experience also includes a special message from Creative Director,
recycled PET resin in Australia. The parties are
Matthew McConaughey.
proud to work with one another to advance the cause of sustainability and recycling.
To trigger the Wild Turkey Guided Tasting Experience, Google users simply say “Hey Google, talk to Wild Turkey Tasting”, and for Alexa, “Alexa, enable Wild Turkey Tasting.” “As travel is restricted for many, this is a one-of-a-kind experience that takes listeners on an educational journey of American whiskey while speaking to a new audience of tech-savvy consumers,” said Paolo Marinoni, Marketing Director for Campari Australia. “Coupling the knowledge of our renowned Master Distillers with the Amazon Alexa and Google Home systems is an exciting way to engage consumers, driving further awareness and understanding of the Wild Turkey brand and all that it has to offer.”
September 2021 | 11
News
Good Drinks reports strong FY21 results Good Drinks Australia has reported strong results for the 2021 financial year, up 40 per cent on FY20 to now be the largest independent brewer in the country. Contributing to this growth is strong performance across Good Drinks brands including Gage Roads, Matso’s and Atomic Beer Project. For example, Gage Roads has seen exceptional results since its brand refresh. Products that are shining in its portfolio include the Single Fin Summer Ale, which is now the number one craft beer brand in WA and the fastest growing nationally; the Pipe Dreams Coastal Lager, which has become the country’s fourth largest craft lager brand in just 12 months; and the Side Track All Day XPA, the fastest growing XPA in the country. The Matso’s
proudly independent, but also has the benefit of national scale
brand is also strongly contributing to the performance of Good
and reach.
Drinks thanks to its Ginger Beer SKUs appealing to customers across the board.
“Our world-class brewery was expanded and upgraded in 2020, with Good Drinks now producing 20 million litres per year.
Managing Director, John Hoedemaker, said: “Our range of
That scale means we’re able to compete with the multinational
brands and products are experiencing fantastic growth, which
breweries, which helps deliver our customers more choice and
are delivering strong margins for our customers. Good Drinks is
better margins.”
Tickets now on sale for LSA WA awards Top Newsletter reads ➤
➤
➤
The Liquor Stores Association of WA (LSA WA) has announced that tickets are now on sale for its annual awards night, the Lion Liquor Industry
S tuart Alexander expands liquor portfolio focus
Awards, scheduled for October 15 at
T asmania invites wine trade to visit
about by pandemic restrictions,
S even consecutive years of rebate growth at ILR
Perth’s Crown Metropol. After a 2020 hiatus brought LSA WA said the 2021 event will be extra special. Interest in the night has already begun to build, showing how the WA industry appreciates the awards and what they offer,
➤
T he Oak Barrel kicks off two week virtual whisky forum
especially after last year. “These events provide a good outlet and lay the back drop for a good old fashioned
night last year and they don’t want to miss out. It
fun night, but they also bring the industry together,
will be a sell-out. You snooze you lose!
where stakeholders can network and reunite. They
Sign up to our fortnightly Newsletter by going to this URL: https://theshout.com.au/ national-liquor-news/ subscribe/
12 | National Liquor News
“There’s no denying the Lion Liquor Industry
are critical in ensuring all relevant stakeholders see
Awards Night is one of the social events of the
how the industry bands together and fights to keep
year going around Perth and we are proud to be
making a strong and significant contribution to the
at the helm of such a prestigious event.”
local economy,” said LSA WA CEO, Peter Peck. “Get your tickets early. Get them now or you
Tickets will be $245 for members and $275 for non-members. All ticket enquiries should be
will miss out. We’ve had people knocking down our
made via Natalie Brown at 9321 5022 or
doors already because there wasn’t an awards
natalie@lsawa.asn.au
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For more information contact your Good Drinks representative or hello@gooddrinks.com.au
Marketplace Brand news and promotions
Starward Whisky releases Unexpeated Australian distiller Starward Whisky has launched a limited new expression called Unexpeated, a red wine barrel aged single malt, finished in peated whisky barrels from Islay, Scotland. The innovative new whisky is the latest in the Projects Program, and combines the taste of coastal peat with smoky flavours for the first time in a Starward whisky. Unexpeated also secured a haul of gold medals at the World Whisky Masters in every category in entered, as well as a prestigious Master Award. Starward Founder, David Vitale, said: “We’ve never been afraid to try something
Howard Park celebrates the arts with annual Jeté campaign
different and this release is a very Starward twist to a traditional style and it’s certainly living up to its name. The key for us is
Western Australian winemaker Howard Park has celebrated an ongoing
always trying to make something deliciously
support for the arts, with its annual Jeté campaign partnering with the
sippable and brilliantly mixable.”
West Australian Ballet Company. Howard Park has long been connected to the arts and especially to the world of ballet through the family roots of parent company Burch Family Wines. It stems from the fact that the Jeté sparkling range as a whole, named after the iconic ballet leap (pictured above), is an ode to the professional dance careers of owner Jeff Burch’s siblings, David and Lesley. As part of the campaign, Howard Park has recorded slow motion video of complex ballet moves, drawing similarities between dancing and sparkling winemaking. General Manager Natalie Burch said: “As you watch a professional dancer, there is a beauty in their movement and expression but in ultra-slow motion, you can capture every muscle which enhances the sense of commitment, control, finesse and elegance. Méthode traditionelle sparkling is much the same, they are some of the hardest wines to make, they exhibit all those same principles as a dancer and the result is… breathtaking, when it all comes together.” This latest partnership builds on a long Howard Park tradition to connect to consumers through a celebration of the arts, including ballet and dance performances on the winery’s lawns; hosting Li Cun Xin, the author of Mao’s Last Dancer; showcasing the work of famous and local artists; hosting Tropfest on-site; and partnering with Perth Fringe Festival. This Jeté campaign is also the first for new winemaker Nic Bowen, who after
Fun fact
working under Ed Carr from House of Arras for 12 years, is extremely passionate
Some of the Scottish barrels used to
about sparkling wine.
create Starward Unexpeated date back
“I’m enjoying the challenge of working on a new portfolio of wine that certainly has the potential to be a global heavy hitter,” Bowen said. 14 | National Liquor News
as far as 1968.
Marketplace
Thirsty Camel Victoria celebrates a strong year Thirsty Camel Victoria has recorded strong
This year saw the launch of the Thirsty
results for the 2021 financial year, with
Camel Victoria e-commerce platform. This
total business growth up 15.5 per cent.
advanced platform will continue to remain
General Manager Adrian Moelands
a focus as Thirsty Camel further invests in
told National Liquor News the company is
the platform to drive value for members
pleased to be able to celebrate highlights
and convenience for consumers.
after a hard year. “In a challenging environment for our
Another exciting initiative that contributed to promising performance
industry, we are grateful for the growth we
in the growth over the past year was
have achieved, supporting our members
the evolution of the Hump Club loyalty
platforms to elevate the brand’s presence
remained the number one priority
program, which increased new customers
with the help of innovative targeted
throughout the year,” he said.
by 50 per cent on the previous year
promotions. Moelands said maintaining
and continues to drive value for Thirsty
and improving marketing initiatives like
to all members. We have also provided
Camel retailers via an ever-growing loyal
this will: “ensure Thirsty Camel remains the
financial support for our core range and
customer base.
leader in driving convenience and attracts
“In Q2 and Q4, we paid double rebates
extended range for every member, to
Marketing strategies will continue to
a new demographic of shoppers with
ensure our stores are capitalising on the
drive growth in the new financial year,
the assistance of our improved
latest trends in the market.”
with a stronger focus on a range of digital
product range.”
Little Creatures celebrates 21 years with new beers and branding Lion brewery Little Creatures is marking 21 years of operation
a leading role in the industry and importantly the community when
with the launch of two new beers and refreshed branding across
it comes to flavour forward, distinctive aroma, hoppy beers,” said
its can range.
Head Brewer, Ross Gosling.
The Pacific Ale and Hazy IPA will be joining the Little Creatures
“IPAs are seeing huge growth here in Australia, and this is really
range, and will be available in revamped cans alongside the
being led by Hazy IPAs. Our previous IPA was more of a West
signature Pale Ale and XPA. The new can design will feature the
Coast style, which was quite hop-forward, but our new Hazy IPA
Little Creatures iconic cherub as the centrepiece.
has bigger, juicier, fruitier flavours. This is really the first of many
“Twenty one years ago, we were pioneers in the American Pale Ale style of craft beer here in Australia. Today, we continue to play
IPA innovations you can expect to see from Little Creatures over the next little while.”
Availability The Pacific Ale is available in fourpacks for an RRP of $19 and 16-pack cases for an RRP of $57. The Hazy IPA is available in fourpacks for an RRP of $24 and 16-pack cases for an RRP of $69.
September 2021 | 15
Marketplace
Glenmorangie releases whisky specifically made for mixing X by Glenmorangie is the latest addition to the Glenmorangie portfolio and has been specially created for mixing. Crafted with some of the world’s leading to refresh the way single malt
Trentham Estate unveils new look Reserve range
whisky is enjoyed by inspiring
Trentham Estate has announced its Reserve
consumers to experiment with all
range is getting a fresh new look. First
the flavour possibilities of mixed
launched in 2005, this is the first packaging
whisky drinks.
revamp the range has been through.
bartenders, the new product aims
The winemaker describes the new look
The unique smooth profile of X by Glenmorangie combines an ‘extravaganza of flavours’ that both
as “refreshing and modern”, and one
complements and cuts through mixers. Dr Bill Lumsden, Glenmorangie’s Director
that celebrates the best regionality in
of Whisky Creation, said this makes it perfect for creating a huge range of
Australian wine.
refreshing drinks using just two to four ingredients. “X by Glenmorangie came from our dream of creating even more flavour
According to an announcement by Trentham Estate about the refresh: “The new
possibilities, with a single malt that’s not afraid to mix. Consulting with top
look label illustrates the Australian landscape
bartenders, we crafted this sweeter, richer single malt for all those enjoying
across the different regions - the gumtrees
mixing at home,” Lumsden said.
are representative of all the vineyard areas,
“Luscious with vanilla and pear, succulent orange and honeysuckle, all
and the scattering of foil flecks symbolic of the
drizzled with chocolate fudge, X by Glenmorangie is perfect paired with a
rugged bush environment. The overall look is
favourite mixer. So, whether you’re planning a brunch or a date night or want to
artisanal to reflect the wine and ties the range
experiment with your own flavour combinations, this whisky will bring your drink
back to the core Estate brand.” Trentham Estate’s Blanc de Blanc,
the x-factor!” Some of the suggested serves for the 40 per cent ABV spirit will be shown
Taminga and Shiraz are now available under
on a neck tag for the bottle, including Glenmorangie X Grapefruit and
the new packaging, with the roll out set to
Glenmorangie X Sangria. A QR code takes consumers to the full list of recipe
continue across the remaining three wines in
inspiration, also available at www.glenmorangie.com.
the new vintage.
Bombay Bramble set for a stellar spring With spring upon us, drinkers are looking Find out more insights about premium gin from page 62.
for fresh options as we approach the
competitors. Instead of using concentrates,
warmer months. With flavoured gin
additional sugars and artificial flavours to
currently booming, seeing a 63 per
the liquid, a common practice of other pink
cent growth in the past year, Bombay
gins on the market, Bombay Bramble is made
Sapphire’s innovative flavoured gin, Bombay Bramble, is ripe for discovery and perfect for colourful cocktail creativity. Inspired by the classic Bramble cocktail,
naturally sweet with a completely natural berry infusion. Bombay Bramble’s bold berried taste is perfectly balanced with the vibrant juniper
Bombay Bramble is bursting with 100 per
notes of Bombay Sapphire and is best served
cent natural flavours of freshly harvested
with tonic and a squeeze of lemon, the ideal
blackberries and raspberries.
choice when looking for a refreshing drink
The finest innovation and craftsmanship 16 | National Liquor News
sets Bombay Bramble apart from its
this spring.
100% Natural Bold Berry Flavour
be brilliant and inspired. drink responsibly.©2021 BOMBAY bramble AND ITS TRADE DRESS ARE TRADEMARKS.
Marketplace
James Squire adds alcohol free Zero to core range James Squire has added a non-alcoholic lager to its core range, with the Lion brewery launching Zero into the market. “James Squire is expanding its offering with bold innovation, using really advanced technologies to brew a quality, fullflavoured non-alcoholic beer,” said Anubha Sahasrabuddhe, Lion Marketing Director. “Our investment in a $6 million de-alcoholising plant shouts Lion’s commitment to the category, but also the desire to produce the best zero alcohol beer on the market using the best tech in the world. We think we’ve done that.” The recent Ginger Beer and
Manly Spirits expands RTD range
Broken Shackles Lager releases from James Squire now make
Manly Spirits Co. has announced the addition of four new RTD
up 15 per cent of the brewery’s
expressions to its portfolio – including Berry Blush Gin & Tonic, and three
sales, which has the team
vodka soda flavours such as Rainforest Lime, Watermelon & Lychee and
expecting big things from Zero
Pear & Elderflower.
as it meets the needs of the
The vodka SKUs are the first vodka RTDs for Manly Spirits, while the new gin
modern beer drinker.
RTD joins the successful existing range of gin and tonic RTDs under the brand. Co-founder and Distiller, David Whittaker, said: “We looked at the
“We’ve been overwhelmed by the
flavours people were loving in our cocktails served at the distillery cocktail
uptake of these products
bar and transferred this knowledge into an easy to enjoy vodka soda. Our
and expect James Squire
spirits have always been bold, well-balanced and full-flavoured, and we’ve
Zero to be received in
done just that with our new expressions.
the same way, especially
“It’s just a bonus that they all have no sugar and low calories. We know its
when low or non-alc
really important to the health-conscious consumer, but what’s also important
drinks are trending,”
is getting that flavour balance right, and we’re really happy with the result.”
Sahasrabuddhe said.
Little Road Shiraz over delivers for Richard Hamilton Wines Flagship of the new Richard Hamilton Rosette range, the Little Road Shiraz is proving its worth to the winery. Senior Winemaker, Paul Gordon, said: “The Little Road Shiraz definitely over delivers on quality for the price.
Head to page 26 to find out more about the Richard Hamilton Wines reinvigoration and the creation of the Rosette range.
“Made from estate grown fruit from the Little Road Vineyard in Willunga, the focus for this wine was to have vibrancy of fruit on the nose and palate. With lower yields in 2020, the result is medium to full bodied with satsuma plum aromas, hints of black pepper and subtle cedar notes from oak maturation. A flavoursome and elegant wine.” Available now under the reinvigorated Richard Hamilton label, the Little Road Shiraz utilises a stylish new packaging to catch shoppers’ eyes. Renowned for its quality, once consumers get their first taste for the brand through this exceptional wine, they’re likely to keep coming back to other wines in the range. 18 | National Liquor News
FRUIT WAS HARMED IN THE MAKING
PUNCHY, CRISP FLAVOUR?
SCAN TO CLAIM YOUR FREE SAMPLE! TAKE IT EASY. DRINK RESPONSIBLY.
Marketplace
Saintly releases cocktail inspired hard seltzers Independent Australian seltzer brand Saintly has launched a range of cocktail inspired hard seltzers, releasing four lower calorie and zero sugar recipes in a mixed 12-pack this month. The range includes The Faithful Ginger Mule, Glory Be Grapefruit Margarita, Almighty Mojito, and the Paradise Passionfruit Martini, all of which follow the original Saintly range’s approach with just 76 calories per serve. Saintly Founder, Kieron Barton, said: “With the
Riccadonna celebrates century of Italian style
growing demand for both cocktails and Saintly
Riccadonna – the quality portfolio of sparkling wine, born into the charm
Hard Seltzer, we were inspired to combine the
and glamour of the roaring Italian 1920’s – is celebrating 100 years of Italian
two by launching a premium five per cent ABV
excellence, style and sophistication, inviting others to celebrate too by
cocktail range featuring some of the hottest
sparking everyday moments of effortless elegance and style.
trending cocktails in the world with a Saintly
Riccadonna was originally founded in Piedmont, Italy, 100 years ago in 1921; an era of charm, optimism, sociability and lively spirit, all qualities captured
Hard Seltzer twist. “The result is an alchemic miracle with
within Riccadonna’s DNA. Stylish and entrepreneurial couple Clara and
incredibly refreshing drinks lower in calories,
Ottavio Riccadonna started producing high quality vermouth and sparkling
gluten-free, zero carbs and sugar that do
wines, playing a passionate role in laying the foundations for the excellence
not compromise taste. With this launch,
of the ‘Made in Italy’ label. They instilled an innovative energy in Riccadonna
Saintly demonstrates its versatility to provide
that would keep it relevant to culture for the next 100 years. Always with a
consumers with on-trend drinks.”
contemporary and cultural outlook, Riccadonna draws on its heritage, effortless
The launch will be supported by a socially
elegance and extroverted nature to add a touch of style to everyday occasions
driven campaign with the help of Saintly’s
that are shared among friends and loved ones today.
‘Patron Saints’ (influencers), as well as
Speaking on the centenary year, Lorenzo Barbero, Riccadonna’s Chief
partnerships with podcasts from the Nova
Oenologist, said: “Riccadonna’s journey started in Italy 100 years ago, during a
network and independent producers such as
time of stylish progression, sociability and everyday enjoyment, and it continues
the Betoota Advocate.
with strength today as we ensure that the excellence of the ‘Made in Italy’ tag is captured in every drop. “The Riccadonna of today is born from its past, embracing its roots in Italian style since 1921, whilst looking to the future with lively optimism and vigour. The limited edition packaging captures this unique story in every stylish detail that has been designed to celebrate this momentous year. Riccadonna is a true Italian icon and reaching this significant 100 year anniversary is proof that uncompromising style, quality and heritage is the perfect recipe for everyday enjoyment.” Both Riccadonna Prosecco D.O.C. and Riccadonna Asti D.O.C.G are distributed by Campari Australia.
CAMPAIGN FINANCED ACCORDING TO (EU) REGULATION NO. 1308/2013
20 | National Liquor News
BORED OF THE SAME OLD GREENS GRAB SOME LIMES
WHATEVER THE DAY
/greenallsginau
greenallsgin.com
For more information please contact your SouthTrade International Sales Representative or Head Office on (02) 8080 9150
s k n i r D k n i P
Pink Drinks Promotion
Consumers look more to pink drinks when the weather gets warmer. Here’s some product inspiration to cater to these shoppers.
Pasqua 11 Minutes Rosé Made in Verona, Italy, this wine is named after the optimal duration of skin contact during the pressing of the grapes. It’s made from a blend of Corvina, Trebbiano di Lugana, Syrah and Carmenere grapes, each of which are carefully chosen to provide different qualities to the wine. The Corvina creates a floral aroma and the perfect level of acidity, the Trebbiano brings elegance and a long aftertaste, the Syrah gives fine fruit and spice notes, and the Carmenere creates structure and long term stability. “The Pasqua 11 Minutes rosé has taken advantage of the growth in the pink rose sector,” said Joe Molinari, CEO of Combined Wines. “Italian rosé had traditionally been red in colour but Pasqua were amongst the very first to produce a pink rosé, and we have spent this time establishing the brand to the point that it is selling in line with many Provence rosés.” Distributor: Combined Wines
Barton & Guestier Tourmaline Cotes de Provence Rosé From the oldest wine company in Bordeaux, founded in 1725, comes the Barton & Guestier Tourmaline Cotes de Provence Rosé. The wine is a blend of Grenache, Cinsault and Syrah grapes, with tasting notes describing a seductive and delicate nose of ripe red berries and white flowers, followed by an explosion of expressive fruit on the palate with a nice fresh finish. Named after the pink gemstone Tourmaline, the distinctive bottle celebrates the gem at its core and continues Barton & Guestier’s strong connection with the Australian market, which began in 1837 when one of its employees brought the first French wines into the country. Distributor: Beach Avenue Wholesalers
22 | National Liquor News
Pink Drinks Promotion
Hotel Starlino Rosé Aperitivo Stuart Alexander is bringing a fresh new face to the aperitif category with the launch of Hotel Starlino. The ‘next generation’ range of light, fresh, low ABV aperitifs, Hotel Starlino is crafted in Torino, Italy from all natural ingredients. The range includes hero product Rosé Aperitivo, which has an Italian wine base with pink grapefruit, elderflower and thyme; as well as Arancione Aperitivo, which has an Italian wine base with Italian orange peel, lemon and botanicals; and Rosso Vermouth, a modern red vermouth aged in bourbon barrels for a smooth, subtle finish . Inspired by the historic Torino Distillati, the Starlino range evokes the simple relaxed elegance of Italian aperitivo hour. “The aperitivo hour concept of drinks with friends or family plays so beautifully into our Australian lifestyle,” commented Gemma Eastwood, Liquor Marketing Manager at Stuart Alexander & Co. “The Starlino aperitifs are mixable and sessionable, and the packaging is visually stunning. Everything about the Starlino range invites you to sit down, relax and enjoy.” The Hotel Starlino range can be served on the rocks, in cocktails such as Negroni or paired with tonic, soda, Prosecco or Moscato for a refreshing new take on the summer spritz. Distributor: Stuart Alexander & Co
Rosabel Rosé This rosé from the Languedoc Roussillon region in the South of France is brought to Australia through a partnership between Barton & Guestier and Australian Vintage Limited. Made from equal parts Syrah and Grenache grapes, the dry rosé is floral and fruity on the nose and delightfully refreshing
Riot Wine Co Rosé-Grenache This fresh and dry wine in a can continues the Riot Wine Co legacy of reinventing wine by the glass. Tasting notes describe delicate spice and lifted aromatics that extend into fresh strawberry and peach on the palate for an easy and sustainable ready to go beverage, with 12.5 per cent ABV. Distributor: Riot Wine Co
on the palate, with tasting notes describing an expressive nose of ripe red fruits of strawberry and raspberry. Guillaume Bladocha, APAC Export Director at Barton & Guestier, said: “With its charming pale pink colour and a very aromatic profile coming from the South of France, Rosabel has already received incredible feedback.” Distributor: Australian Vintage Limited
September 2021 | 23
Pink Drinks Promotion
West Winds Pinque Rosé Gin Aptly named after the 17th century sailing ships known as ‘Pinks’, or ‘Pinques’ in French, this versatile rosé gin from the creators of Australia’s most awarded gin distillery has been crafted using an award-winning Cabernet Sauvignon from the Margaret River region. It is composed of a harmonious celebration of native Australian botanicals such as strawberry gum, vanilla pod, rose petal, lemon myrtle and orange peel. The incorporation of local Cabernet Sauvignon not only gives this gin its beautiful colour, but also adds a ripe red berry fruit character. This ‘serious’ gin is about celebrating what makes real gin special, with a colourful twist on traditional flavour, without the added sugar. This gin features a lifted perfumed nose, with red berry, sweet spice, and a hint of orange, plus supporting aromas of juniper and citrus adding balance and depth. The palate is textural and plump, with strawberry fruit freshened up with that citrus backbone and finishing with soft vanilla characters. In the modern day, ‘pink’ has translated to ‘sweeter and lighter’ in the minds of most consumers, and much like the Provencal style Rosé wines, the West Winds Pinque truly gives a modern, yet refreshing twist to the category. Distributor: Stuart Alexander & Co.
Brown Brothers Prosecco Rosé Brown Brothers Prosecco Rosé is beautifully blush in colour with vibrant notes of berry and citrus, and is now also available in a convenient 200ml bottle. While this wine retains the freshness and vibrancy that Prosecco is known for, it also provides a subtle hint of berry on the palate. A sparkling wine this refreshing is made to drink young while at its light and delicate best, providing the perfect spring picnic accompaniment. Alternatively, Prosecco Rosé is a great drink to kick off an evening and enjoy throughout the night. While delicious on its own, it is also perfect with Tasmanian smoked salmon with a squeeze of lemon juice, or try it with tempura squid and a sweet chilli dipping sauce. Distributor: Brown Family Wine Group
Riot Wine Co Rosé Spritz At eight per cent ABV, this rosébased spritz cocktail from Riot Wine Co showcases 10 natural botanicals, including blood orange, passionfruit and elderflower, in a light and refreshing serve. Both the Riot Rosé Spritz and Riot Rosé have been globally recognised for the quality of what they offer, taking out gold in the 2021 International Canned Wine Competition held in California. Distributor: Riot Wine Co
24 | National Liquor News
THE JOUR NEY
Begins with...
OPIHR GIN & GINGER -
Mix with Ginger Ale and serve with a whole chilli for some extra spice.
For more information please contact your SouthTrade International Sales Representative or Head Office on (02) 8080 9150
Sponsored Content
Richard Hamilton Wines: Modernising history
Award winning McLaren Vale wine label, Richard Hamilton Wines, has been recently reinvigorated with significant changes set to excite the off-premise liquor industry. One of the oldest and most established
vineyards in McLaren Vale, we have seen the
Each bottle will have Richard Hamilton’s
vineyards in McLaren Vale, the renowned
need to reignite the entire Richard Hamilton
signature on the label, his initials on the cap,
Richard Hamilton Wines brand has been a
Wines portfolio.”
and a stamp that calls out the historic legacy.
staple for wine aficionados for many years.
To do this, the brand has developed
White noted: “The brand development
And now, the brand is being reinvigorated,
three distinctive tiers within the portfolio,
for the Richard Hamilton Wines portfolio
renewing the passion of its existing fans and
with unique branding for each tier that
has taken the family‘s link to history,
rising to meet the demands of a new generation
appeals to different sectors of the market.
simplified it and modernised it.
of wine lovers.
The tiers are separated into the consumer-
“It’s a significant change for us. The
The catchphrase for the brand’s refresh is
oriented Rosette range, the reimagined
previous labels were very traditional,
‘modernising history,’ with the core tenets of
premium Single Vineyard range, and the
classically French in style with a family crest
the wines themselves remaining unchanged,
ultra premium Centurion Old Vine Shiraz.
in gold. Now, we have taken inspiration for
but the vision behind Richard Hamilton
Although each tier’s new branding
our label shape from the Willunga Hills
taking a refreshing and modernised step in
showcases the differences between wine
that we look out on from our Farm Block
a new direction.
ranges, the portfolio remains linked through
vineyards and cellar door. The labels are still
Sales & Marketing Director, Damian
three central elements that celebrate the brand’s
classic but with a crispness and a modern
White, said: “With world-renowned,
inherent values around Hamilton’s legacy of six
edge with bold fonts and sharp crisp
award-winning wines from well established
generations of winemakers and grape growing.
embossed logos across all tiers.”
26 | National Liquor News
Sponsored Content
The Rosette range in particular, which replaces
wine, but about the brand itself. It provides a point
the Estate range, has a strong connection to the
of difference on the shelf that allows consumers
ethos of Richard Hamilton Wines and has significant
to discover the other ways that Richard Hamilton
potential to appeal to a younger demographic of
Wines stands apart from competitors.
wine lover. The geometric roses on the label connect
“When the customer further investigates the brand
to the rose gardens around the vineyards and cellar
they then get to see the significance of the rose to the
door, of which the winery is well known for, and
Richard Hamilton story. They offer a new, colourful,
are coloured differently on each label in reflection
energetic value proposition with colourful cartons
of the grape varietal.
creating a theatre for retail displays,” White said.
“Bringing the rose to life in an illustrative way
“The Richard Hamilton Rosette wines are
on the labels links them to a sense of place at the
approachable and can be enjoyed on release
home in McLaren Vale and offers an appealing,
or develop with medium term cellaring. They
energetic, fun option to younger people who are
are unchallenging and are trusted, enabling the
regular visitors to the region,” White said.
customer to be able to drink the current vintage
“The labels are not screaming at you, instead they
with confidence straight from the bottle shop.
invite you in to investigate the textures and enjoy
“These are classic styles with a modern approach,
them intimately. The rosettes are the jewel on the
great value wines of consistently high quality, wines
otherwise classic suit.”
that over deliver for their price point and now look
The overall colours, textures and design of the
the part. Wines that you would be proud to take to
refreshing branding encourage shoppers to explore
any setting and most importantly, wines that can be
the bottle and not only find out more about the
enjoyed immediately.”
■
Increased focus on sustainability The reinvigoration of Richard Hamilton Wines not only includes refreshed branding, but also an expanded focus on sustainability, which is very important to the winery. “As part of the Richard Hamilton brand redevelopment, we moved to lighter weight and more sustainable bottles. Less weight equals less demand on our carbon footprint with transport and in our material usage,” White said. “The cartons we use are made from 95 per cent recycled card and are produced to be 100 per cent recyclable. We have also invested heavily in the use of solar power at both cellar doors, head office and the winery.”
“The brand development for the Richard Hamilton Wine portfolio has taken the family‘s link to history, simplified it and modernised it.” Damian White Sales & Marketing Director Richard Hamilton Wines
September 2021 | 27
Brand Talks
Discovering a lighter way to drink bourbon An RTD range with a lower ABV is soon to be released from Wild Turkey’s Discovery Series and is set to help consumers think differently about bourbon.
Wild Turkey is looking forward to shaking up the
biggest impact on consumers who are “moving away
bourbon RTD category after revealing plans for the
from, or who haven’t considered traditional bourbon
Discovery Series.
due to its cola only offerings,” according to Marinoni.
The series will be a sub brand for Wild Turkey,
“Our quality bourbon is heroed with
under which it will launch unique RTD flavour
unconventional but flavoursome mixers to better
combinations outside of the traditional bourbon and
appeal to the tastes of lighter bourbon drinkers and
cola, encouraging consumer exploration of bourbon
different drinking occasions,” he continued.
during a wide range of occasions. The first launch in the series was the Extra Aged range, with a higher ABV designed for night time occasions.
“We expect this range to keep premiumising the bourbon category, while continuing to build on Wild Turkey’s value growth and capturing market share.”
But soon to follow this in October will be the release
While Extra Aged launched nationally in August,
of the Signature Series, a lower strength RTD at 4.2 per
the Signature Series will launch in select key precincts
cent ABV per 330ml bottle, designed to complement
from October. Along the way, the Discovery Series
daytime occasions like effortless informal socialising
launch will be supported by a huge campaign that will
and outdoor gatherings at the beach or at BBQs. It’s
impact the entire RTD category for retailers.
also been tipped as an easy choice for consumers at relaxed rooftop bars and beer gardens. The Signature Series range introduces consumers to
“The Discovery Series will help grow the bourbon RTD category through increasing frequency and AWOP through premiumisation,” Marinoni said.
a lighter way to consume bourbon and encourages them
“The launch is supported by a huge ATL campaign
to explore the huge variety of possibilities for the spirit.
including OOH, digital and social campaigns, a
Like the Extra Aged launch, it will only be available in
partnership with We Are Explorers, instore POS,
Australia, but to both the off- and on-premise.
and more.”
Paolo Marinoni, Marketing Director at Campari
The Wild Turkey Signature Series RTD range will
Australia and New Zealand, said: “The Signature
be available in select areas from October, with an RRP
Series will launch with two SKUs; Dry Ginger Ale
of $22.99 per four-pack.
and Sparkling Lemon Soda. We can expect a boldly refreshing experience, showing Wild Turkey with lighter and more refreshing mixers.” As is the aim for the entire Discovery Series, Signature Series RTDs will hero the premium qualities of Wild Turkey in a way that gets consumers thinking a bit differently about the spirit. This will have the 28 | National Liquor News
■
Contact your local Campari Australia representative for more information. Plus, don’t miss our cover story on page 8 for insights about the first Wild Turkey Discovery Series release, Extra Aged.
“Our quality bourbon is heroed with unconventional but flavoursome mixers to better appeal to the tastes of lighter bourbon drinkers and different drinking occasions.” Paolo Marinoni Marketing Director Campari Australia and New Zealand
DISCOVER A NEW WAY TO BOURBON
DISCOVERY SERIES T R U S T YOUR S P I R I T
L-R: Russell and Glen Parker
Sponsored Content
Introducing the cutting edge future of retail technology Arch Retail Systems is ready to take the Australian liquor retail world by storm with its software solutions.
Australia has a new player in retail management
Along with son Russell, who was a programmer
technology, and its one that’s tipped to take the
at Retail Systems Australia for many years too,
liquor industry by storm.
Parker has been assisting Arch Retail Systems’
Special offer Sign up with Arch Retail Systems before the end of February 2022 to have
Arch Retail Systems has now arrived on our
entry into the country. After spending months
shores and offers a proven comprehensive retail
helping the team perfect the system through
fees waived, plus a highly
platform that gives business owners all the tools
Sydney test sites, the Arch software solution is
competitive monthly rate,
they need to improve efficiency and profitability.
now ready to go national.
representing a discount of
installation and training
Originally from South Africa, Australia is
“What we’ve got now in Australia is the best
the first international market for Arch Retail
point of sale system for liquor stores, with the
For more info, contact
Systems. When the company first began to
most comprehensive back end that I’ve ever seen,”
Sue Edwards (mobile: +61 410
venture into Australia, it brought on local legend
Parker said.
of retail technology Glen Parker, who created
The Arch Retail Systems solution offers value
Retail Systems Australia (now myPOS) in 1987
for retailers of all sizes, whether they operate small
and is one of the most experienced in this field
single outlets or multi-store groups. For groups,
nation-wide.
it offers the ability for all stores to be managed
30 | National Liquor News
over 50 per cent.
649871 or email: sue.edwards@ archsoftware.com.au) or Glen Parker (mobile: +61 419 112386 or email: glen.parker@ archsoftware.com.au).
centrally, streamlining ordering, pricing, promotion and more. And on a store level, the functionality also shows exceptional value, giving business owners the best opportunities to make quick decisions that efficiently increase profits. State of the art analytics, including date range reporting for example, allows accurate maintenance of price and margin levels, ensuring maximum profitability. Essentially, Arch Retail Systems simplifies complex processes, providing the retailer with universal functionality and real-time access to information across the business. This includes: • Proactive product price maintenance • Automated product ordering schedule • Tight use authority security measures
“What we’ve got now in Australia is the best point of sale system for liquor stores, with the most comprehensive back end that I’ve ever seen.”
• Integrated stock and margin plans
Glen Parker
• Swift and accurate cash-up procedure • Comprehensive reporting capabilities • Real-time profitability management • Safe mode for protection in the event of server or network failure, that allows uninterrupted trading Thanks to proven abilities of the South African team, with two programmers dedicated solely to the Australian market, and the additional extensive insights of Parker and his son, Arch Retail Systems is positioned well to give Australian liquor retailers incredible benefits for their business.
Arch Retail Systems
Proven results Arch Retail Systems has a strong track record in South Africa, which shows the potential of the software for the Australian market. Craig Robinson, Joint Managing Director at Ultra Liquors, gives his testimonial below. “Ultra Liquors is a chain of hybrid wholesale/retail liquor outlets that operate throughout South Africa. It started in 1985 but began expanding in 1996. From 1996 to 2016, the company grew its corporate stores from 12 to 30 and introduced a successful and fast-growing franchise division. This growth raised the need for us
Some of the specific benefits that Arch Retail Systems
to centrally control our product master, supplier master, debtors’
will give to Australian liquor retailers include an automated,
listings, pricing, and supplier claims. At the same time, it required
easy to set up, multi-buy repricing method, alongside each
us to standardise our store operations and ensure that they were as
product having unlimited quantity and pricing breaks and
efficient as possible,” Robinson said.
not linking through parent/child arrangements. The system also has ILG, ALM and Accounts Flow connectivity for automatic invoice downloads, as well as ILG and ALM order uploads with automated specials integrations. This is boosted by the supplier pricing date ranging by product, that actually allows retailers to locate the cheapest prices between different suppliers, all within the one ordering process. It’s all aimed at the best possible experiences and margins for retailers, making Arch Retail Systems a substantial competitive force in Australia. “Most of the systems out there rely on fairly simple, low end communications, whereas Arch is high end and reliable, and has been built for purpose,” Parker said. “Profit improvement is the big thing here. [Arch Retail Systems] will definitely improve a retailer’s profit. Definitely.”
“In 2016 our point of sale system enabled our managers to control their stores well. However, it was not geared towards effectively managing the group at a head office level. This meant that a lot of admin that could be centralised was done in the stores, and managing master data became more and more difficult. As a result, we began to explore alternate systems. “After six months of analysing systems, we settled on Arch Retail and Arch Enterprise. The Arch team rolled out all 30 stores in four months, and we had almost no interruption to trade. It was a remarkable achievement by the two teams that worked well together. Since rolling out Arch, we have gained control of our master data, supplier claims and introduced new ‘best practice’ procedures into the stores. We have not looked back and recently went live with the Arch eStore solution. “I can strongly recommend Arch to any retail or wholesale organisation. The system is excellent, but more importantly, their staff are motivated and committed to helping their customers as business changes and systems need to evolve.”
■
September 2021 | 31
Leasing
Rent relief extension for NSW Marianna Idas, Principal Solicitor at eLease Lawyers, gives an update about the current rent relief regulation in NSW.
The Retail and Other Commercial Leases
to renegotiate rent and other terms
to pay rent and outgoings or a failure to
(COVID-19) Regulation 2021 (NSW) (“the
of the lease if one party requests the
open the tenant’s business during the hours
renegotiation;
required under the lease.
Regulation)” commenced on 14 July 2021 and ends on 13 January 2022 (“Prescribed Period”).
c. to require a renegotiation to be conducted
This regulation does not apply to new
in good faith with consideration being
What about rent relief?
leases entered into after 26 June 2021;
given to the leasing principles set out
The Regulations will require landlords to
however it does cover lease extensions.
in the National Cabinet Mandatory
renegotiate rent in regard to the National
Code of Conduct—SME Commercial
Cabinet’s Code of Conduct. This code
Does this apply to you?
Leasing Principles During COVID-19
requires landlords to provide rent relief in
Any tenant wishing to obtain the protection
(the National Principles);
proportion with their tenant’s decline in
of the Regulation has to satisfy the following,
d. to require a lessor to do the following
turnover. Of the rent relief provided, at least
which is defined in the Regulation as an
before taking action in relation to
50 per cent must be in the form of a waiver
Impacted Lessee:
certain breaches of the lease during the
and the balance as a deferral.
1. Qualify for at least one or more of the
prescribed period:
The Office of State Revenue states that
Micro-Business COVID-19 Grant,
i. attempt to mediate the dispute with
a land owner providing a rent reduction
Job Saver Grant or the COVID-19
the impacted lessee, and engage in a
to a tenant between 1 July 2021 and 31
Business Grant; and
renegotiation if required;
December 2021 can receive a reduction in
2. Has a turnover in the 2020/2021 financial
ii. to provide that actions an impacted
year of less than $50 million (if the
lessee takes to comply with a law are not
tenant is a corporation, it will include
breaches of a commercial lease; and to
the tenant’s group of companies).
require a court or tribunal to consider the
Conclusion
Evidence of the above and a statement that
National Principles when considering
Impacted lessees cannot have their
they are an Impacted Lessee is to be supplied
whether to make certain orders or
leases terminated or security called until
by the tenant to the landlord in a timely
decisions relating to commercial leases.
mediation has first been exhausted. Due
Thus, if a party to an impacted lease
to current backlogs, it is in both parties’
receives a request to amend the lease, the
interests to try and resolve the matter
What protections are you entitled to?
other party must renegotiate in good faith
amongst themselves.
As an Impacted Lessee, the following
the rent payable under, and other terms
Once a resolution is achieved, it is best
protections will be obtained (and will apply
of, the impacted lease and commence
to have this documented by both parties to
only during the Prescribed Period):
renegotiations within 14 days of the request
avoid any future issues.
manner to obtain such protection.
a. to prohibit a lessor increasing rent during the prescribed period; b. to require lessors and impacted lessees 32 | National Liquor News
or another period agreed by the parties. These protections only relate to prescribed breaches concerning a failure
land tax. Find more information about that via the Office of State Revenue.
If you do not resolve your dispute, speak to a lawyer specialising in commercial leases to assist you.
■
Sponsored Content
Yes we
C.A.N A new brand from SouthTrade International is delivering a great tasting RTD that is ‘better for you’ (and the planet).
In the ever-increasing range of products on
point that 76 per cent of alcohol shoppers
consumers will enjoy drinking, expertly
the liquor store shelf, shoppers aren’t just
are happy to pay a premium for a product
walking the line between full flavour and
looking for one thing.
that tried to lessen its negative impact
low sugar.
They not only want great flavours, but
on the environment, knowing that their
“The RTD category has boomed over the
are also looking for brands they connect
contribution is helping. In addition, 70 per
last year. The seltzer category went hard on
with and that can offer them satisfaction in
cent actively care about the environment
the ‘better for you’ message, but only one or
a number of ways.
and think they are ‘the generation’ to make
two have talked to flavour or fun. C.A.N as
an impact.”
a vodka premix is low sugar and under 90
Realising this and wanting to create a community for these consumers,
C.A.N is therefore all about creating a
calories per C.A.N, but delivers on flavour
SouthTrade International has developed a
community of C.A.N-do people who want
from the second you crack open the can – we
brand new Australian RTD to go above and
to feel good about every sip they take, enjoy
certainly think it’s tasty A.F,” Lockwood said.
beyond the brief.
life in balance, and avoid being a CAN’T.
“C.A.N leads with purpose first and
C.A.N, which stands for Create Action
The new brand also practices what it
foremost but also delivers on a great tasting
Now, is a vodka soda RTD launching
preaches, and as Lockwood told National
low sugar drink. The brand has a cheeky,
with two flavours – Ruby Grapefruit and
Liquor News: “We wanted to immediately
irreverent personality and operates with
Passionfruit & Pineapple. Committed to
put our money where our C.A.Ns are.”
consumers at the heart of all its initiatives.”
fulfilling a social responsibility, 10 per cent
In addition to the ongoing 10 per cent
The C.A.N launch is currently rolling
of profits from this brand are donated to
profit donation commitment, C.A.N
out for retailers nationwide. To get some
conservation efforts, working with multiple
has already donated $5,000 upfront to
C.A.Ns in your hands, contact your local
organisations that help maintain clean and
Conversation Volunteers Australia to support
SouthTrade International representative.
healthy land, water and air.
the #SeaToSource project, aimed at engaging
Fraser Lockwood, Marketing Director
the community to stop litter entering oceans,
Don’t be a CAN’T
for SouthTrade International, said: “We
and has also made a $2,500 upfront donation
Access a free sample at:
wanted to create a brand from scratch with
to WildArk to support bush regeneration in
https://candrink.com/try-can
purpose at the core of its being.
Northern NSW and QLD.
“From our consumer research, we know
Although it’s a purpose driven brand,
the new generation of Australian drinkers
C.A.N also delivers a product that aligns
want more meaning from their brands to the
with current RTD trends with a liquid that
■
Join the C.A.N-do community on Instagram: @_candrink
September 2021 | 33
Alcohol Beverages Australia
minors. Alcohol can’t be seen to be a cause of, or contributing to, the achievement of personal, business, social, sporting, sexual or other success. And if someone believes an ad, or where it’s been placed, is contrary to the multiple codes and regulations, there is a robust ABAC adjudication process to decide if the complaint has merit. Last year there were 208 complaints, of which 53 were upheld. As a sector we should be proud. Here is a scheme not funded by government, but by the industry, yet with the independence, governance and authority to make decisions accepted by industry. Better known and just as effective is DrinkWise. It’s been around for 16 years with a stated aim of promoting a healthier and safer drinking culture in Australia. While DrinkWise is funded by most of our major
Giving credit where credit is due It’s important to recognise the industry funded organisations that help create a responsible and positive environment for us all, writes Andrew Wilsmore, CEO of Alcohol Beverages Australia.
producers, it is a fiercely independent and non-profit organisation that promotes a generational change in the way Aussies consume alcohol. This includes promoting better role modelling – who can forget their award-winning TV campaign in which a dad asks his son to get his beer from the fridge. It was a reflection of the culture of the time and an advertisement that had a substantial impact on the way parents drank in front of their kids DrinkWise actively campaigns too to warn women of the risks of drinking during pregnancy, running campaigns around the effects of Fetal Alcohol Spectrum Disorder. Another unsung industry initiative is Australia’s
Often lost in the political and advocacy noise that
Online Retail Code of Conduct created by Retail
surrounds our industry are the industry funded
Drinks Australia to help solve online delivery and
organisations that demonstrate how much we take our
age verification. So good has it become, the code has
responsibilities seriously, but rarely get credit for doing so.
won global recognition and is being rolled out in a
Take ABAC for example – the Alcohol Beverages
“Not many industries could claim to be so proactive in making a difference as ours.” Andrew Wilsmore CEO Alcohol Beverages Australia
34 | National Liquor News
number of other countries.
Advertising Code – a scheme that ensures that
All of these organisations contribute significantly to
advertisements we see anywhere for alcohol beverages,
the new drinking culture that exists in this country; one
whether they are digital, social, TV, print, radio,
of moderation and more responsibility. Those activists
outdoor or packaging, have met applicable codes and
who oppose our place in the community would never
community expectations.
acknowledge it, but all the official data from government
Everyone creating, marketing or selling a product
bodies confirms that message. We are drinking less, 14-17
always wants to make it stand out from the competition,
year-olds are significantly not drinking at all compared to
but the criteria is strict and any, and every, advertisement
ten years ago, and episodes of risky drinking are falling.
is subject to a standard higher than most other products
Not many industries could claim to be so proactive
and could still be subject to complaint. For example,
in making a difference as ours. It is a credit to those
ads can’t strongly appeal to minors, be targeted towards
who had the foresight to put in place the structures
minors or placed where the audience is skewed toward
that we can acknowledge today.
■
Retail Drinks Australia
Victoria modernises its liquor laws This is the second significant state reform in the last year, with more to come, writes Michael Waters, CEO of Retail Drinks Australia.
Following the NSW Government’s liquor reforms
providing evidence of age documentation and
passed at the end of last year, Victoria is the latest
preventing alcohol deliveries to underage or
cab off the rank with the recent introduction of the
intoxicated persons.
Liquor Control Reform Amendment Bill 2021 into
Retail Drinks has liaised extensively with the
the Victorian Parliament, which amends the Liquor
Victorian Government to ensure that its legislative
Control Reform Act 1998.
framework regarding online alcohol sales and
The Bill is the product of almost two years of extensive consultation, with Retail Drinks Australia
deliveries is fit for purpose and that any unintended policy consequences are avoided.
originally having been part of a select group of
The Bill also makes Victoria the first Australian
stakeholders to provide feedback on the Bill’s initial
state or territory to introduce legislation which would
draft in November 2019. At time of writing, the Bill
permanently allow on-premise licensees the ability to
is due to be debated in the Legislative Assembly in an
sell limited quantities of takeaway alcohol. This follows
upcoming session of Parliament.
on from these categories of licences being permitted
Major components of the Bill include:
to sell takeaway alcohol during the stay at home
• Changes to liquor licensing application and
orders declared during the COVID-19 pandemic.
objection processes;
Throughout the legislative development process,
• Introducing a new mechanism for the Victorian
Retail Drinks has sought to play a constructive role in
Civil & Administrative Tribunal (VCAT) to
advocating with the Victorian Government on behalf
review licensing decisions;
of the state’s packaged retail liquor industry.
• Flexibility to support licensees during a future state of emergency;
Having now overseen the introduction of significant liquor reforms in two states and
• The abolition of dry areas; and
territories over the past 12 months, Retail Drinks
• The creation of an online-only vendors licence.
turns its attention to other jurisdictions where
In creating this new online-only vendors licence,
liquor reforms are imminent, including in both
the Bill introduces new requirements around online
South Australia and Queensland.
alcohol sales and deliveries similar to those passed
We look forward to continuing to represent the
in NSW. This includes provisions in line with Retail
views of our members with these governments to
Drinks’ Online Alcohol Sale & Delivery Code of
again ensure that sensible policy outcomes are reached
Conduct, including a ban on same-day unattended
throughout these negotiations, striking the right
alcohol deliveries, requiring instructions to be
balance between good regulation, and the freedom
provided by customers for unattended deliveries,
to retail responsibly.
“In creating this new online-only vendors licence, the Bill introduces new requirements around online alcohol sales and deliveries similar to those passed in NSW.” Michael Waters CEO Retail Drinks Australia
■
September 2021 | 35
Strikeforce
Flexible and impactful Continued lockdowns have shown the importance of being agile in liquor retail, writes Stephen Wilson, Category and Insights Manager at Strikeforce.
“Adopting a flexible merchandising and support structure enables dynamic reaction to changing market requirements with ultimate flexibility of deployment and spend.” Stephen Wilson Category and Insights Manager Strikeforce
At the time of writing this article, NSW and Victoria
An outsourced vendor replenishment model,
have been plunged back into lockdown driven by the
managing supply chain and complimenting in-
Delta strain of COVID, resulting in some retail stores
store support, optimises spend and maximises on
once again closing their doors for an undetermined
shelf presence avoiding the likelihood of lost sales
period of time.
for brands.
Other regions have emerged from recent short
Brand substitution was a real issue for suppliers
sharp lockdowns that have disrupted supply chains
during the initial wave of the pandemic with shoppers
and the usual rhythm of retail marketing.
readily replacing their preferred brand with something
This is an all too familiar scenario for retailers across the country and one that will continue until the majority of the population is vaccinated against COVID. So, what does this mean for brand owners and suppliers in the liquor industry?
This threat is still live and a very real challenge for brands to ensure there are no empty slots where they are the incumbent, to avoid brand switching by a more promiscuous shopper.
The uncertain outlook in the medium to long term
Adopting a flexible merchandising and support
and the ‘stop-start’ environment we are trading in is
structure enables dynamic reaction to changing
increasingly influencing suppliers to shine a spotlight
market requirements with ultimate flexibility of
on and question the viability of maintaining in-house
deployment and spend.
resource at a fixed cost for no return during ‘down
The key benefits of outsourcing are:
times’ when they are unable to call on venues and
• Lower operational and labour cost with the
liquor stores. With supply chains disrupted and forecasts out the door, there is also a need to increase or reign in supply at short notice, which can be challenging. Increasingly suppliers are looking to build flexibility and agility into their retail marketing and
36 | National Liquor News
new when availability became an issue.
potential to deliver significant savings. • Allows suppliers to focus on core business while delegating field activity. • Enables suppliers to tap into industry knowledge and experience. • Frees up internal resource.
supply chain models with the ability to flex up and
So, in the current climate it makes sense to consider
down as the situation dictates.
the benefits of outsourcing, accessing a tried and true
This is where organisations like Strikeforce shine,
end-to-end retail marketing solution encompassing
bringing expertise and experience to the table.
space and floor planning, in-store and replenishment
Through dedicated and syndicated models, they are
support services, experiential and shopper marketing
able to scale in-store support up and down to meet
fuelled by data driven insight to maximise every
the clients needs and at the same time optimise spend.
dollar invested.
■
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Join Australia’s largest Liquor Co-operative and enjoy the benefits of a tailored e-commerce solution today! ILG now offers customised eCommerce solutions to suit your independent retail operation! We have worked to streamline the process for your convenience and facilitate the activation of your online platform for click & collect and home delivery service to your patrons. It is important to us that while we all work together as a co-operative, each of our members has the ability to work autonomously, enjoy the flexibility and embrace what makes them an independent. Customising these initiatives allows you to focus and offer a local strategy that suits your business. We also work closely with web-based delivery platforms such as DoorDash to assist members with a seamless online store set up.
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Spirits and Cocktails Australia
Battling misinformation in the global spirits world The World Spirits Alliance is advocating for spirits producers on a number of issues, including misconceptions about the industry, writes Greg Holland, CEO of Spirits and Cocktails Australia.
As I write this, the Olympic Games in Tokyo have just
encountered the problem of spirits being misconceived
drawn to a close, with the action of the Paralympic
or even deliberately misrepresented as ‘stronger’ and
Games about to kick off. It’s been inspirational to watch
more dangerous than other alcoholic beverages.
people competing at the very peak of their abilities, while
Sometimes competing alcohol producers encourage
also being united in the spirit of camaraderie and mutual
this view. But too many government officials and public
respect. The Olympics is proof that when competitors
health advocates also promote this misconception. For
come together in a spirit of collegiality, everyone can win. The same principle lies at the foundation of the World Spirits Alliance (WSA), an international trade association that provides a common forum for exchange between spirits producers and acts as a representative voice on issues of global relevance, particularly before organisations such as the World Trade Organisation (WTO) and the World Health Organisation (WHO). In July, I was elected to the WSA board as the Australasian and Oceania representative – an honour I am excited to embrace. The WSA is committed to advocating on a number of important issues, including the elimination of trade barriers; fair, transparent and evidence-based regulation of spirits; and appropriate excise tax structures. As Spirits and Cocktails Australia continues its joint campaign with the Australian Distillers
“It is so important to educate consumers about the concept of a ‘standard’ drink of alcohol, and what it looks like in particular beverages, as well as differing containers and glass sizes.” Greg Holland CEO Spirits and Cocktails Australia
example, some countries have a lower legal drinking age for beer or wine, while others prohibit spirits advertising but allow that advertising for beer and wine. The reality is, all alcohol (ethanol) is the same, and a ‘standard’ drink has the same amount of alcohol, with the same effects on the body, whether it is consumed as beer, wine or spirits. From a health perspective, what matters is how much alcohol is consumed, and the pattern of consumption. Any alcoholic beverage can be enjoyed safely; conversely, any beverage can become toxic in excess, which is more likely to happen if misinformation abounds. That’s why it is so important to educate consumers about the concept of a ‘standard’ drink of alcohol, and what it looks like in particular beverages, as well as differing containers and glass sizes. With this knowledge, for example, consumers can compare
Association for a fairer spirits tax in Australia, that
whether a glass of wine has more or less alcohol than
last objective is particularly close to my heart.
a serving of whisky or a can of beer.
The WSA is also passionate about ensuring
To drink safely, consumers must be equipped
that all public health measures targeting spirits be
with the facts. That’s why we urge all governments
proportionate and evidence-based. That would seem
to promote accurate information about standard
like a reasonable expectation of our lawmakers and
drink sizes and we will always support education
regulatory authorities. Unfortunately, regardless of
campaigns that encourage consumers to monitor their
their country of origin, most WSA members have
consumption and mitigate their risks.
38 | National Liquor News
■
Independent Brewers Association
Finding opportunity and joy through cancellations The current situation is disappointing, but there’s still a silver lining, writes Kylie Lethbridge, General Manager of the Independent Brewers Association (IBA). Here we go again. Our annual industry
members and we will be on the road, visiting
parties where possible, we can create ways to
conference, BrewCon, has been cancelled,
breweries and getting together for meet ups
build different social connections. Our key
we have had to reschedule in-person
where we can.
supporters and sponsors all joined us online,
industry engagement activities and
It puts into perspective how fortunate
and we managed to broadcast our winners
reposition our national awards again. It was
we were to be able to run Good Beer Week
celebrating in taprooms surrounded by
our fourth attempt at running a conference
in May this year. The event landed between
family and friends, and trophies celebrated
since 2019, but this time was especially hard.
two lockdowns in Melbourne and brought
on the couch with partners and children. It’s
The accumulated work that had gone into
consumers side-by-side with industry to
a beautiful reminder that two thirds of our
celebrate, learn and network.
members aren’t in cities living the trendy
the conference had come to a point where presentations were finished and equipment
Our annual Independent Beer Awards
inner-city fancy beer stereotype often shown
for booths was being packed to ship from
(the Indies) was initially planned for the last
in the media, but rather scattered around
all over the world, but the latest lockdowns
night of BrewCon 2021 but will now run
regional and rural Australia.
forced our hand.
online again on Thursday October 14 with
The IBA is also repositioning our
I was looking forward to joining the wider
state parties supporting the live feed. We
resources to ensure we continue to deliver on
Australian brewing industry at a beautiful
will also align Indie Beer Day to our awards.
member needs. We will be jumping into the
Sunshine Coast location, as we hadn’t been
The retooled Indie Beer Day, now in
development of our national strategy, going
able to come together since I started this job
its third year of celebrating our nation’s
hard on our advocacy efforts, rolling out
back in March 2020. Our industry is by its very
independent brewers, will happen Saturday
more resources and tools for our members
nature a social one, and outside of the exhibitor
October 16 and will connect medal and
and building a consumer awareness
hall, presentations, and panel discussions,
trophy winners to consumers in a more
campaign. The pandemic provides an
we had planned brewery tours, networking
focused way than in the past. It will help
opportunity to strive for something new
parties, and even a golf tournament.
drinkers find and celebrate their local
and innovative.
To change and cancel plans yet again
indie brewers at a time when our members
We’ve learned a lot throughout all of this,
is a feeling that everyone reading this will
are celebrating success. And as I write
and while we would love to bring everyone
be familiar with by now. And like most
this, almost the whole of the east coast is
together in one room, we know the alternative
of you reading this, it doesn’t mean we
in lockdown, so our members need this
isn’t so bad. It forces us to think differently
are discouraged, just a bit bruised. We
support more than ever.
and the latest change just continues to push
are already planning BrewCon 2022 and
When it comes to the Indies, we
us again. It’s a cliché to say that every cloud
working on the years following. In the
discovered last year that by running a
has a silver lining, but in this case it’s apt.
meantime, I will be taking the IBA to our
virtual event, combined with real world
And I’m sure we can continue to find them.
■
September 2021 | 39
Wine Australia
An updated domestic off-premise snapshot Peter Bailey, Manager Market Insights at Wine Australia, provides updated data on the domestic off-premise wine market.
“The most concerning statistic for the wine category is that the value of sales declined by 3.7 per cent in the last quarter of the 12 month period.” Peter Bailey Manager Market Insights Wine Australia
40 | National Liquor News
The latest data on wine sales in the domestic off-trade
per cent and volume by 0.3 per cent. For red wine, the
market shows that Australians continue to spend more
value of sales fell by 7.3 per cent in the last quarter
but drink less. IRI MarketEdge reports that in the 12
while white sales increased by 2.3 per cent.
months ended 4 July 2021, the value of wine sales
Sparkling wine and Champagne were the big
increased by 6.9 per cent but the volume declined
winners. The value of sparkling wine increased by 11.7
by 1.5 per cent. Wine was the only alcohol beverage
per cent and volume by 4.3 per cent while Champagne
category apart from cider that saw a decline in volume
sales increased by 35.6 per cent in value and by 28.9
over the period. The volume of ready to drink (RTD)
per cent in volume. Sales for both categories slowed in
sales increased by 25 per cent, for spirits by 14 per
the last quarter, with the value of sparkling wine sales
cent and for beer by 4.6 per cent.
increasing by 7.4 per cent and sales of Champagne
The most concerning statistic for the wine category is that the value of sales declined by 3.7 per cent in the last quarter of the 12 month period.
falling by 10.6 per cent. The Australian wine category holds a 76 per cent value share and 86 per cent volume share of the
The growth rate had been slowing in the previous
domestic market. In the past 12 months, the value of
three quarters before going into negative territory. The
sales grew by four per cent, but volume declined by
decline is partially the result of the spike in off-trade
three per cent. On the other hand, sales of imported
sales in the same quarter in 2020, when the on-trade
wine sales grew by 19 per cent in value and 12 per
was shut down across most of the country due to the
cent in volume.
pandemic. With the on-trade gradually returning to
For the Australian wine category, strong growth in
normality, albeit with ongoing disruptions, there was
sales between $15 to $49.99 per bottle offset declines
no spike in the last quarter this year.
at below $10 per bottle. The value of sales at $15 to
By category, red bottled wine remains number one.
$19.99 grew by 12 per cent, at $20 to $29.99 by 19 per
The value of red sales increased by 4.2 per cent and
cent, and at $30 to $49.99 by 21 per cent. Conversely,
volume fell by 2.3 per cent. In contrast, the value of
the value of sales below $10 per bottle declined by
sales for second-placed white wine increased by 4.4
two per cent.
■
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Social Media
Claire Stevens, Founder of Crunchy Social, gives her top tips for creating interesting content for your store’s social media.
How to create engaging social media content in the liquor industry It’s becoming increasingly difficult for businesses to
engage consumers on social channels, but it comes
avoid using social media as part of their marketing,
with its own set of challenges. As liquor retailers, it can
with nearly 80 per cent of people actively using
be daunting to create unique and engaging content
social networking platforms in 2021. But when
that will keep your audience interested, so here are a
your expertise is alcohol or running a store, social
few tips to get you started.
media marketing is most likely way down on your priorities list.
To capture customers’ attention on social media, the
being used daily by businesses vying for their few
first point of call is to take photos and videos with
and fleeting seconds of attention. Building trust and
well-presented products in the shot. You want to focus
community is imperative to capturing your customers’
on the product you’re selling by positioning these in
curiosity and resonating with them. As so many
the frame to draw the eye. For phone photography,
business owners know, having a personal connection
use portrait mode to blur the background or other
to a customer is one of the first reasons why they’ll
products sitting behind your key piece in the
keep coming back. Now multiply this by hundreds,
foreground. A good example for how this is done can
and you’ll see the beauty of building a social network.
be found on the Instagram profile for Perth retailer St
It’s an excellent time for alcohol businesses to 42 | National Liquor News
Frame products well
Platforms including Instagram and Facebook are
James Cellars (@stjamescellars).
Social Media
instantly with marble, wood, tiled, or even concrete options. Complement the can or bottle details to ensure you bring out its colours, highlights, and shape. Two examples of businesses using great backgrounds for framing their Instagram photos
About Crunchy Social
include WA’s Mane Liquor (@maneliquor) and
Crunchy Social helps
Sydney-based Platinum Liquor (@platinum_liquor),
Australian businesses to
who use walls, concrete, sky or plants in their shots.
create a unique, impactful and enticing digital strategy. We support passionate business owners who don’t have the internal resources, time or expertise to manage their digital marketing by specialising in social media management, paid
Make it look enticing Have you seen those drink ads where there’s a perfectly formed water droplet running down the side of the glass? Or images of fresh, icy drinks that can cool you down on a hot day, just by looking at them? Well, it’s all fake. You can have the most average looking, room-
advertising, search engine
temperature drink and make it look ice cold and
optimisation and content
alluring by spritzing a mixture of three parts water
marketing.
and one part glycerine from a spray bottle. This helps the water droplets form and stick around rather than melding into a complete mess. Glycerine can be bought from your local supermarket in the beauty
Draw attention with props
section, easy as can be!
You can also use different props such as other bottles and cans, coasters, bottle openers or a metal
Get the lighting right
straw to create a ‘V’ shape towards the photo’s focus.
Another significant aspect of your photos is lighting.
This draws the viewer’s eye towards the product
The best lighting is outdoor, bright light, but not direct
you’re showcasing.
sun. For indoor settings, often using your camera’s
Consider the ingredients in the product or the
flash is too intense for a close-range photo. To combat
particular flavours you want to promote. An easy
this, you can pick up a cheap ring light online or from
way to add interest to your photos is by including
Kmart or Big W to provide a secondary light source
these ingredients or complementary flavours such as
while taking your photos or videos. I’d recommend
lemons, limes, watermelon, mint leaves… the list goes
anything from six inches for small-scale shots or 18
on. You could even showcase other food products that
inches for wider shots.
“To capture customers’ attention on social media, the first point of call is to take photos and videos with wellpresented products in the shot.” Claire Stevens Founder Crunchy Social
match the style of your drinks, such as nuts, cheeses and fruits.
Enjoy yourself A set of unique images showcasing your store’s
Find the perfect background
products will not only show your customers what you
One of my favourite tricks is to source backgrounds
have on offer, but show them you’re in-tune with what
that suit your product colours or style. Picking a
they have to say in the comments. With a smartphone,
plain background makes your product the centre of
you can test to see what works best and develop an
attention, while adding a funky coloured or textured
eye for composition.
backdrop draws focus to the kind of lifestyle your product represents.
And most importantly, have fun! Set aside enough time to experiment with different product combos,
Photography backgrounds can be found on places
shot framing, lighting and props. While it’s important
like eBay or Amazon for around $20-$30 for a set
to consider trends, strive to find your own unique style
and can take your shots from average to outstanding
that stands out to your audience.
■
September 2021 | 43
IRI
Glass spirits: Shaking things up The continued popularity of home mixology is likely to continue and with it, the outperforming nature of glass spirits, writes Kim Yuan, Client Insights Graduate at IRI. Glass spirits continue to outpace the total liquor market, recording growth of 17.3 per cent and 14.3 per cent in dollars and litres respectively (MAT to 04/07/21). The momentum has been propelled by the lockdown of on-premise venues, which inspired drinkers to recreate and play around with their favourite cocktails at home. As a result, we are also seeing drinkers increasingly migrate away from traditional categories like beer and wine. At its current trajectory, at-home mixology is likely to stick around beyond COVID. As such, brand growth will remain contingent on tapping into the aspiring home bartender either through virtual platforms or by adapting the way the product is used.
Blast from the past The adoption of at-home mixology has effectively catalysed greater demand for larger pack formats, with one litre bottles accelerating at rates of 27.4 per cent in dollars, compared to only 13.5 per cent for 700mL bottles (MAT to 04/07/21). The nostalgia of drinking at pubs and restaurants has become increasingly apparent as drinkers look to recreate pub classics at home. We can see this sentiment reflected in the performance of mainstream glass spirit brands as in the latest 52 weeks, Smirnoff, Gordon’s Gin, and Jack Daniel’s outperformed with incremental revenues of $88 million, $35 million and $27 million respectively. The desire for classics is further reinforced in the fact soda water, tonic water and cola were the top growing mixers in terms of dollars over a similar period (MAT to 04/04/21).
Refreshment and indulgence Simultaneously, the experimental bartender has emerged. This type of mixologist is creating new 44 | National Liquor News
IRI
favourites by exploring different flavour combinations
is particularly impressive when putting into context
and over the past year, flavour has played on two fronts.
the brand was declining 10.1 per cent year on year in
The first is refreshment through citrus and other
“Brand growth will remain contingent on tapping into the aspiring home bartender.”
dollars in the first five months of 2020.
fruits and a multitude of brands have responded to this
In June 2021, Tanqueray strengthened its virtual events
affinity with their recent launches. Gordon’s Gin is a
by signing on celebrity brand ambassador, Stanley Tucci.
prime example with its latest Mediterranean Orange
He became an Instagram sensation during lockdown and
and Sicilian Lemon varieties. Having been in market
was coined ‘Hollywood’s favourite bartender’ after giving
for only five months (February 2021 to June 2021), the
fans a tutorial of his favourite cocktails to whip up at
Mediterranean Orange glass spirit range has generated
home. Following the announcement, Tanqueray hosted a
$1.7 million in revenue and is responsible for over 50
live-stream event with Tucci where he showcased various
per cent of the brand’s light spirits growth.
gin-based cocktails as well as his signature grapefruit
Conversely, we also see drinkers gravitate towards
martini that he developed with the Tanqueray team. His
bolder and more indulgent varieties. Liqueurs have
signature concoction was then delivered to 100 lucky
grown 20.9 per cent year on year in dollars, with
fans across the globe.
Baileys remaining the top performer and recording an incremental of $9.7 million and 162,000 litres (MAT
Onwards and upwards
to 04/07/21).
With ongoing lockdowns and the dimming possibility
Notably, aromatics have also been a real crowd pleaser,
of the on-premise returning to full capacity any time
with spiced rum recording an extra $38.9 million in the
soon, brands will have to continue developing their
Client Insights Graduate
MAT to become the eighth largest dollar segment. The
virtual platforms to engage drinkers and bridge the
IRI
segment has seen significant momentum, as both dollars
social disconnect. Thus far, consumers have responded
and litres grow at rates twice as fast as the year prior.
positively to virtual events and campaigns, ultimately
Kim Yuan
benefiting the brand’s performance and perception.
Brand campaigns
Additionally, as we continue to bartend at home, we
The success of glass spirits is also underpinned by
may see more brands releasing cocktail kits, whether
spirit brands effectively leveraging their platforms to
it be through traditional retailers or the increasing
inspire new drinking occasions.
number of third-party companies. In doing so, it
When COVID essentially decimated the nightclub
enables the brand to encourage consumers to use their
scene, Jägermeister launched its global ‘Save the Night’
products in a different way than what they may have
campaign where individuals could participate in virtual
traditionally, hence creating new avenues for growth.
cocktail making classes with Jägermeister mixologists or livestream DJs and creatives performing from different parts of Europe. In the first six months of the campaign (June 2020 to December 2020), Jägermeister generated an incremental of $736,900 in Australia alone. The feat
■
References: IRI Market Edge. Australia Liquor Weighted. MAT to 04/07/2021 IRI Market Edge. Australia Liquor Weighted. January to December 2020 IRI Market Edge. Australia Grocery Weighted. MAT to 04/04/2021
September 2021 | 45
Snooper
Sparkling consumers find reasons to pop the pandemic cork Despite being hit early in the pandemic, sparkling wine is proving resilient, writes Laurie Wespes, CEO of Snooper. According to GlobalData, sparkling wine
substantially less than originally forecast,
lockdown restrictions happily coincides
is likely to play a role in the growth of the
and the sparkling wine category is predicted
with the festive season and its associated get-
Australian wine market through to 2024,
to be one of the most resilient, bouncing
togethers and celebrations. Given that more
with a forecast CAGR of 2.7 per cent versus
back as consumers return to the on-premise,
than a third of sparkling and carbonated
total wine at 2.4 per cent.
to socialising and to celebrating. Prosecco
wine sales by volume in Australia occur in
The COVID-19 pandemic has obviously
is notably expected to play a key role in the
the October to December quarter, there are
temporarily put a dent in sparkling wine
market growth and has actually held up, and
a number of opportunities for retailers to
sales, with various segments’ global sales
even enjoyed growth in some key global
leverage the natural re-growth of sparklings.
volumes in 2020 down between eight
markets during 2020, tapping into its fit
per cent and 18 per cent versus 2019,
for more casual drinking occasions, versus
Encouraging premiumisation
according to IWSR. Hardest hit have been
Champagne’s typically social celebratory
Whilst sales volume of sparkling wines
Champagne, down 18 per cent, and Cava
occasion skews.
initially dropped, spend per transaction
DO, down 14 per cent versus an eight per
increased as consumers looked to treat
cent fall for total sparkling wine and seven
Festive season opportunities
themselves (in the absence of other things
per cent for Prosecco DOC.
The increase in COVID vaccination
to spend their money on). IRI Australia MAT
rates and anticipated associated easing of
figures to 27 December 2020 show a 15.4 per
However these sales reductions are 46 | National Liquor News
Snooper
cent growth in sparkling sales value, and that premium domestic sparkling sales grew by 20 per cent in the latest quarter compared to five per cent over the same period last year. Premiumisation is evident in fridge space. Snooper’s Sparkling Research in January this year indicated that there rightly was more space allocated to the sparkling category during the festive season. In Cellarbrations, for instance, nearly two thirds of stores had more than 10 fridge facings of sparkling wines, with top brands driving the growth at the premium end being Grant Burge and Chandon. This appears to be following a longer term trend. Treasury Wine Estate’s Marketing and Category Director ANZ, Ben Culligan, notes that over the past
per cent of total sparkling value sales (and grew at
decade the Australian sparkling category spend per
7.2 per cent in retail sales value versus prior year),
transaction has shifted from $10 to premium and
followed by French sparkling (36 per cent) and Italian
luxury price points.
(five per cent). Within Australian sparkling, the growth is driven by Prosecco, sparkling rosé, sparkling
Gifting
white and in particular Blanc de Blancs.
Perhaps an obvious finding, Champagne and
So in theory, space allocations should be made
sparklings have a long history as a staple of celebratory
to suit. However, Snooper’s May research indicated
occasions and gifting. Snooper’s Sparkling Research
that whilst sparkling white is the dominant segment
from March/April 2021 indicated that 63 per cent
with 45 per cent of total space on average, followed
of shoppers planned to buy gifts for Easter, with
by Prosecco and Champagne sharing an equivalent
sparkling wine being the second most popular
amount of space, Blanc de Blanc, Prosecco spritz and
category after wine, a similar position on the podium
Prosecco rosé together only accounted for less than
as at Christmas.
five per cent of space.
Given the premiumisation trend discussed above,
Some stores are also clearly allocating a large share
there is an opportunity to encourage consumer
of space to non-premium sparkling white. This clearly
uptrade by promoting premium and luxury SKUs in
indicates an opportunity to track share of space by
gift boxes or festive packaging.
varietal and price points to then face up, or over-face, Prosecco and Blanc de Blanc SKUs relative to their
Category management
share of category and growth contribution.
Snooper’s ‘How to win during key selling weeks’ report
As consumers look to socialise and celebrate
- looking at category and brand share of displays -
relative freedoms over the coming festive season,
indicated a tripling of sparkling wine’s share of displays
brands and retailers can look to increase both
from November to January 2021, at 18 per cent, versus
transaction value and volume of sparkling wines with
its six per cent share in September. Given both the
smart displays, shelf and fridge space allocations, and
gifting and celebratory occasions associated with the
promotion mechanics aimed at both average weight
category, sparkling wine displays in the October to
of purchase and spend through premiumisation.
December quarter need to be maximised. Looking at space allocation, Snooper’s sparkling research in May 2021 indicated that around 30 per cent of total wine space was devoted to sparkling, although there are obviously variations by banner. In Australia, Australian sparkling contributes 56
“Whilst sales volume of sparkling wines initially dropped, spend per transaction increased as consumers looked to treat themselves (in the absence of other things to spend their money on).” Laurie Wespes CEO Snooper
■
References: https://www.thedrinksbusiness.com/2021/05/unfinished-fizzness/ https://www.globaldata.com/sparkling-wine-emerged-as-mostmentioned-wine-category-among-industry-experts-on-twitterduring-h2-2019-says-globaldata/ https://www.wineaustralia.com/news/market-bulletin/issue-229
September 2021 | 47
The Prosecco Report
48 | National Liquor News
The Prosecco Report
Pop the Prosecco
The Prosecco category is growing ahead of the sparkling category, proving it’s definitely a product to watch right now. Despite the challenges of the pandemic over the last 18
Founder and Managing Director of Milestone
months, Australian consumers are still finding reasons
Beverages, which distributes Italy’s Atilius Wines,
to celebrate, and are often doing so with sparkling wine.
said: “Globally, Prosecco has continued to grow and
But they’re not just using sparkling to celebrate.
has shown no sign of fatigue.
The taste for bubbly has extended into more every day
“Markets like Australia and Japan have set the pace
occasions, especially in the warmer months, where
in terms of growth, and consumers can’t seem to get
people actively seek out the most refreshing of beverages.
enough. Prosecco has become a household name.”
This movement has meant great things for the
As many will know by now, Prosecco’s name has
Prosecco category in Australia in recent years. And
actually been a subject of contention in recent years,
despite the challenges of 2020 for the category as a
as Italian producers attempt to limit what producers
whole (as described in previous pages by Snooper),
can use it. Most recently, Italy has sought to register
producers are happily noting long term overall growth
Prosecco as a GI with the Intellectual Property Office
in the country.
of Singapore (SIPO), a move which Australian Grape
Simon McKeown, National Sales and Marketing
and Wine had opposed.
Manager for Babo Wines, said: “Our Prosecco sales
While the name debate continues, so too does
have almost doubled over the last year and it has
the potential of Prosecco in Australia. This year,
always been our best selling varietal.
predictions around the category are bubbling bright,
“We have traditionally sold well through onpremise, but the last year we have seen great growth
“Prosecco continues to take Australia by storm, fast becoming Australia’s favourite sparkling wine.” Warwick Brook NSW/ACT Manager De Bortoli Wines
as consumers seek out the wine to enjoy over summer and the celebration season.
with independent retailers. As a whole the category continues to grow strongly.”
Prosecco’s point of difference
Data provided by Brown Family Wine Group, one
To understand where the best opportunities lie in
of the leading Prosecco producers in Australia, shows
Prosecco, it’s important to recognise why consumers
this has lead to Prosecco growing faster than total
choose the varietal over other types of sparkling wine
sparkling, to currently be the number two growth
such as Champagne.
varietal. In the past four years, Prosecco has been
According to Prosecco producers, one of the
in the top three growth varietals, with one in three
biggest things that sets the wine apart from others is
people now drinking the wine.
its accessibility.
Warwick Brook, NSW/ACT Manager for De
For example, Milner said: “A plethora of options
Bortoli Wines, said: “Prosecco continues to take
in retail has given the category great accessibility
Australia by storm, fast becoming Australia’s favourite
to consumers. People say it’s the cheaper version of
sparkling wine. With over 200 options on the market,
Champagne, but I feel it’s more everyday indulgence
consumers are picking their favourite Prosecco based
with comparable quality at a more accessible value
on price and providence.”
that consumers enjoy anytime.”
It’s also a movement that shows sustained
Samantha Filocamo, Head of Marketing for Premium
importance outside of Australia too. As Joe Milner,
and Sparkling at Accolade Wines, said the category is September 2021 | 49
The Prosecco Report
An innovative ingredient Prosecco and its popularity naturally lends itself to innovation and experimentation, as producers look to explore new beverages that cater to consumer preferences. Such innovation has been seen not only in blending with other wine styles (like the increasingly strong idea of Prosecco Rosé), but also to cocktails and RTDs, and into more unusual formats like cans and magnum sized bottles. Culligan said: “Prosecco is crisp, refreshing and approachable with a fruit forward flavour profile and the versatility to be enjoyed on its own or as part of a mixed drink such as Squealing Pig Ginsecco (gin and Prosecco RTD spritzers) or Aperol Spritz.
demonstrating that sparkling wine can be
to integrate into different consumer
a great beverage choice for new occasions,
behaviours.
largely due to its flavour profile.
“Prosecco can be enjoyed as an aperitif or
“Prosecco is expanding sparkling
throughout a meal, making it perfect for all
consumption by opening up new
occasions. It is fresh, fun and easy to drink,”
occasions, versus other sparkling which
said Rod Micallef, Director of Zonzo.
is reserved for special occasions and
Such versatility to fit into different
celebrations. Prosecco is consumed
parts of consumer lives is one of the
during more casual occasions such as a
biggest drivers behind the development of
catch up with friends and a drink at the
the Brown Family Wine Group Prosecco
end of the day,” Filocamo said.
portfolio too. Most recently this has
“Refreshment is a core need for alcohol
included the September 2021 launch of
with lighter, more refreshing styles
a 200ml sized Prosecco Rosé and 700ml
driving growth within wine and broader
ultra low alcohol Prosecco.
“Moreover Prosecco is very popular in Australia at the moment which makes it a prime target for innovation and to help grow the wine category.” Another producer that is showcasing what’s possible with Prosecco is Zonzo, which recently released a pre-mixed Prosecco Bellini cocktail in a 700ml bottle. Micallef said: “Prosecco being enjoyable and easy to drink makes it a great product to experiment with. “Once consumers are comfortable with a product like Prosecco, then experimental products like a pre-mixed Bellini are a natural progression. It is a different
liquor. Refreshment needs to deliver a
“Brown Family Wine Group is
taste profile as well as product format to
committed to driving the Prosecco category
fit with consumer lifestyles. Prosecco with
and having a Prosecco for all occasions as
for playful wines is growing and we think
its lighter taste profile clearly meets this
consumer preferences and values change,”
this Bellini really hits the mark.”
consumer need.”
said Emma Brown, Marketing Manager.
McKeown said due to the great work
Finally, the accessibility and confidence
of Prosecco producers and retailers in the
in Prosecco is boosted further thanks to
past to communicate these characteristics,
the affordability aspects, and multiple
consumers often feel more at ease when
producers record that $15 and $20 price
navigating the category.
points are leading the category.
approach to the same wine. “We can see that the consumer appetite
Meanwhile, an example of format innovation in the category can be seen from Accolade Wines’ Yarra Burn, which this month launches a range of canned wines, including Prosecco and Prosecco Spritz SKUs. Filocamo said: “At Yarra Burn we want to
“It’s fun in a glass! Its not intimidating
As Brook said: “With the average price
and most consumers have an idea what
points of Prosecco between $15-$20, the
they believe a ‘Prosecco’ tastes like so feel
consumer doesn’t need to raid the piggy
confident buying the wine,” he said.
bank to find a good drop. Affordability
lower in alc at nine per cent ABV and can
allows the consumer to experiment,
be enjoyed in moderation, anywhere.”
For Yarra Valley winery Zonzo, these kinds of qualities make Prosecco easy 50 | National Liquor News
which is very healthy for the category.”
celebrate all those everyday moments that make life meaningful. The new 250ml slim line cans are crafted as refreshing styles,
PURCHASE ANY 750ML BOTTLE OR 4 PACK FROM OUR PROSECCO RANGE FOR YOUR CHANCE TO WIN
In stores from 1st October - 31st December
Contact your Brown Family Wine Group Area Manager for further details
The Prosecco Report
Planning for a bright future Both in the immediate and the longer term future, Prosecco producers in this article agree that there are good things on the horizon for the category. For example, McKeown said: “It’s definitely a wine worth ranging for spring and into the Christmas/summer period and is predicted to grow the overall Prosecco category by as much as 15-20 per cent.” Ben Culligan, Director Marketing and Category at Treasury Premium Brands, also predicts such popularity, especially in line with the worldwide pink drink phenomenon. “Prosecco is on a roll which we don’t see slowing down any time soon. Over the past few years we’ve also witnessed the rise of the pink drinks trend across the globe, with a number of categories implementing an element of pink - so we see a promising future for Pink Prosecco in Australia,” he said. In the retail world, capitalising on this potential will largely come down to ensuring the optimal range of Prosecco wine products in-store. Reviewing this in line with the entire sparkling range may also be beneficial too, as well as finding ways to have products you stock align with multiple trends at once.
“A recent study suggested over 25 per cent of sparkling wine consumers in Australia were still not familiar with Prosecco, so there is still plenty of growth ahead.” Simon McKeown National Sales and Marketing Manager Babo Wines
Brook said: “Stick to those price points that sell, which can be found through industry data. Have a blend of Australian and Italian brands, like our Divici Prosecco from Northern Italy. It too has a rosé option, but more importantly, it’s organic, and we all know the success of organic products over the last few years.” Milner had similar advice and said: “As the Prosecco category grows, I feel having different offerings within the category will be important. To include offerings within the category that are trending like Prosecco rosé, [and wines] with different sugar levels, like Extra Brut, could be interesting.” Then, the next step is to create some excitement and intrigue, inspiring customers to realise the qualities behind Prosecco that they may not have been aware of. This could be done with in-store tastings (where possible with pandemic restrictions), clear signage, and interesting displays in prime locations. According to Filocamo: “Prosecco shoppers are more likely to buy more if they see new and different products so ensure that you range, and highlight via visible displays and point of sale, any new products.” Considering and reacting to things like this will mean great things for future growth of Prosecco in retail, because as McKeown said: “A recent study suggested over 25 per cent of sparkling wine consumers in Australia were still not familiar with Prosecco, so there is still plenty of growth ahead.”
52 | National Liquor News
■
THE PERFECT CHOICE FOR YOUR
everyday moments
CAMPAIGN FINANCED ACCORDING TO (EU) REGULATION NO. 1308/2013
Hard Seltzer
54 | National Liquor News
Hard Seltzer
R O F Y D A E GETTING R F O R E M M U ANOTHER S
seltzer Last year the hard seltzer category exploded into the Australian market, with no signs of slowing down this year.
If you ask anyone in the industry about what category
Australian market. Despite only launching Moon Dog
they’re watching right now, odds are hard seltzer will
Fizzer in October last year, we’ve seen some incredible
be near the top of their list.
results that tell us seltzer is here to stay.
In the space of less than two years, the category has
“As an independently owned Aussie business,
exploded into the Australian retail landscape, drawing
we’re stoked to be holding our own against the bigger
product ranges from big and small names in the local
international players in the market… the brand has
industry, as well as attracting internationally powerful
exceeded our three year sales targets in under 12
brands too.
months, and we’ve been blown away with the positive
Despite just slowly surfacing in late 2019, by
feedback we’ve had from everyone.”
summer 2020 consumers had developed a taste for
The founders of independent seltzer producer Fellr
hard seltzer in the season many dubbed as Australia’s
have described similar success, after selling 200,000
‘summer of seltzer.’
litres of hard seltzer in their first year. This year the
From this point on, people were no longer asking
brand is on track to sell over one million litres, and
‘what is hard seltzer?’ and instead were asking ‘where
expects 500 per cent growth in the 2022 financial year.
do I get it?’ Thus, a huge ongoing opportunity for liquor retailers was cemented.
“Pretty much since its commencement, hard seltzer has just been flying. I think it’s really outperformed a
But with such opportunity, retailers are left
lot of supplier and retailer expectations and forecasts in
with questions of their own, often surrounding
the last 12 months,” said Andy Skora, Fellr Co-founder.
the longevity of the category and reacting to it
“It’s crazy to see the emergence of this category in
accordingly. While hard seltzer continues to develop
terms of growth in retail stores. I don’t think I’ve ever
in Australia, there are several angles the off-premise
seen a category grow as fast as it has and take share
industry should look at while finding these answers.
off other categories. Walking into liquor stores and seeing one or two doors dedicated to seltzers already
Reflecting on results
in just 12 months is really crazy.”
Brands that have ventured into the hard seltzer
Such a growth explosion is nothing new to
category and contributed to its expansion of value and
international category leader White Claw, which
volume have reported strong results in the past year.
has leveraged its iconic status in the US to captivate
One such producer is Australian brewer Moon
drinkers in Australia too. Since Lion brought the
Dog, which was one of the first local brands to enter
brand to our shores in 2020, it’s seen massive success
the seltzer category in 2020 with Moon Dog Fizzer.
with both its original launch SKUs and a new flavour
Co-founder, Josh Uljans, said: “For an emerging
addition earlier this year.
product that last year didn’t have its own category,
“The seltzer category continues to grow momentum
alcoholic seltzer has really taken off within the
in Australia, as White Claw’s cult status continues September 2021 | 55
Hard Seltzer
About Jack Daniel’s Tennessee Seltzer The RTD market in Australia is booming fueled by consumer excitement around innovation. Jack Daniel’s recently launched its very own seltzer - the first dark spirit seltzer to launch in the Australian market. The Jack Daniel’s
to recruit new drinkers. Selling six million cases
Why locals love seltzer
Tennessee Seltzer has a
annually across the globe, White Claw is the number
When people first began conceptualising what a
unique twist with its two
one international hard seltzer brand and has taken
hard seltzer market would look like in Australia,
flavours being inspired
market leadership MQT to June 2021 (vol/val) in
many wondered whether the category would appeal
by cocktails that people
Australia,” said Anubha Sahasrabuddhe, Consumer
to local consumer tastes and preferences. Judging
know and love - Zesty
and Brand Director at Lion.
by the reception so far, it certainly does have this
Lemon, inspired by the
appeal, influenced by a number of factors.
Whiskey Sour cocktail,
“Having sold one million cans at launch week, the limited edition release of US number one flavour
Faye White, Creative Director at Wayward
and Blood Orange,
Black Cherry became the number one selling SKU
Brewing Co., which came out with its first sub-
inspired by the Old
when launched at Easter, as Mango continues to be
brand, W Seltzer, in October last year, described
Fashioned cocktail. Both
the leading flavour amongst Aussie drinkers.”
what’s driving the appeal from their end.
products combine the
Considering how big the RTD market is in
“We know a lot of Australians enjoy a healthy
signature Jack Daniel’s
Australia, more strong results are expected for new
lifestyle and the majority of seltzers are low calorie,
Tennessee Whiskey with
producers entering the market. This includes Jack
carb and sugar. People are making health conscious
sparkling water and a
Daniel’s, which recently announced its first dark
decisions with the food they put into their bodies, so
twist of natural flavour,
spirit seltzer.
why not apply that to their alcohol choices?” she said.
perfectly mixed to 6.5
Alejandra Alvarez, Senior Brand Manager for
“They’re also extremely sessionable and not
Jack Daniel’s RTDs, said: “The seltzer category
sickly sweet, so we find the headache the next day
160 calories per can.
has resonated well with consumers in Australia
isn’t quite so bad if you’re having a few! We also
Jack Daniel’s is
since it hit our shores 18 months ago. Ready-to-
know that Aussies love to support local brands, and
looking to grow the
drink products (RTDs) in Australia are booming,
we’ve found seltzers are no exception to that rule.”
seltzer category with
delivering an impressive +39 per cent sales growth,
Kieron Barton, Co-founder of local brand
mainly driven by seltzers.
per cent ABV with only
the launch of the new
Saintly, agreed with this sentiment, and noted that:
Tennessee Seltzer
“In less than two years the category in Australia
“Consumers drinking alcoholic beverages want
which is currently only
is worth $118 million. A trend that took the USA
quality, great taste, and refreshment, but increasingly
available in Australia,
by storm is now worth 7.2 billion USD and is the
(here and around the world), they want drinks that
one of the biggest
fastest growing segment at +145 per cent, presenting
are ‘better for them’.”
RTD markets for Jack
a significant opportunity for the Australian market.
Uljans said that the Australian market had been
“As the leading RTD trademark in Australia, Jack
poised for a category to take hold of all these factors.
Daniel’s is excited to be entering the seltzer space
“Australia’s climate makes light, refreshing drinks
this summer.” 56 | National Liquor News
like alcoholic seltzers an obvious choice for thirsty
Daniel’s worldwide. Distributor: Brown-Forman
NEW
JACK
D R I N K R E S P O N S I B LY. JACK DANIEL’S TENNESSEE SELTZER & BLOOD ORANGE, ZESTY LEMON 6.5% ABV (13 PROOF). JACK DANIEL’S, OLD NO.7 BRAND AND TENNESSEE SELTZER ARE REGISTERED TRADEMARKS. ©2021 JACK DANIEL’S. MADE IN AUSTRALIA UNDER LICENSE FROM LOCAL AND IMPORTED INGREDIENTS FOR BROWN-FORMAN AUST. PTY. LTD, LEVEL 6, 280 ELIZABETH STREET, SURRY HILLS, NSW 2010, ABN 87 000 064 086. JACKDANIELS.COM
Hard Seltzer
punters. Australians are also becoming more health conscious, and the combination of these factors has created the perfect storm for alcoholic seltzer,” he said. From Fellr’s point of view, seltzer products are resonating with local consumers for reasons beyond just the liquid. “For us from the outset, most importantly, it was about creating a lifestyle brand that went beyond the product. We’ve focused on building a lifestyle brand that resonates with consumers and really does something different to stand out,” said Will Morgan, Fellr Co-founder. “We’ve taken our proposition which is ‘the land of fizz’ influencing everything we do, from our can colour gradient which represents the sunsets of Australia, to our tone of voice and the local Aussie artists we work with… we wanted to show our brand was born from Australia and inspired by Australia.” The Fellr liquid itself though also shows appeal to a premium market of consumer, who doesn’t mind paying more for something they believe is of higher quality. This premium space is where Jack Daniel’s sees its seltzer appealing to shoppers. “Jack Daniel’s premium credentials will offer a trade up opportunity with its premium quality whiskey base that will bring new consumers into the category. It’s an exciting time to be launching the first dark spirit base seltzer in Australia,” said Alvarez.
What’s next for hard seltzer? After achieving such stellar growth in such a short amount of time, the future of hard seltzer is something that many are interested in, especially ahead of what is likely another peak season for the category. One prediction for the future comes from Sahasrabuddhe, who said: “Ahead of other international markets, Australia has an established RTD category, which remains in significant growth driven by consumer consumption habits. “Hard seltzers resonate with consumers as they better meet their evolving needs, offering a modern and ‘better for you’ alternative to traditional alcopops which are laden with sugar and calories. With health and wellbeing macro trends continuing to gain momentum here in Australia, we expect hard seltzers to explode this summer, with White Claw really leading that growth.” Another ‘summer of seltzer’ has been tipped by several other producers too, including Saintly, where Barton said sales have already begun to pick up pace. “Last summer many consumers tasted hard seltzers for the first time and it was about discovery and trial of all of the new brands and flavours available,” he said. “With much of the east coast locked down for winter and states due to open up just in time for summer, we anticipate as much as 150 per cent YOY growth for the summer period across the seltzer category.” Meanwhile at Wayward, White noted: “We’re expecting a big 58 | National Liquor News
Hard Seltzer
summer for seltzer, and if we look at what brands are doing in the States there really are no limitations. We’ve seen low alcohol seltzers, limited release seltzers and even smoothie seltzers all flying off shelves. Watch this space!” Alvarez said there will likely be big things to come from the category, especially as new and existing brands look to differentiate themselves in the market. “Considering their impressive growth in Australia to date and their track record in the USA, IRI is predicting that the seltzer category in Australia will be worth $300 million by the end of 2025, which represents a sizable opportunity for Jack Daniel’s,” she said. “We are excited to see how the category evolves in the coming months, no doubt there will be a wave of new and established brands entering the segment this summer.” Although the founders of Fellr agree that this summer will be another big one for seltzer, they also said it will start to help consumers understand what they really like about the category, which will influence what the market looks like in the medium to long term. “It’s definitely just the tip of the iceberg for the seltzer category,” Morgan said. “Last summer was kind of everyone’s first attempt at it, and there was a lot of throwing stuff at the wall and seeing what stuck, what flavours were popular and what brands were
Expect the unexpected The most common forms of hard seltzer on the Australian market right now are created either through a brewed alcoholic base or with vodka and sparkling water. However, recent and upcoming entrants to the market are proving that the category can’t be put into the one box, coming out with a range of new seltzer iterations. The most recent example is the dark spirit powerhouse Jack Daniel’s and it’s Tennessee Seltzer. This year we’ve also seen the first gin-based seltzer emerge with the launch of Sunny Eddy, and soon our shelves will welcome a
resonating. I think this year is going to be the big summer for seltzer to kick off and solidify
seltzer-style RTD using tequila, with
itself in popular culture as an exciting space to be in.”
the release of Ese Ranch Water from
Skora added: “We’ve seen an explosion of brands enter the market… I think soon we might be seeing the cream rise to the top with the top brands, and a shrinking of other brands.”
Torquay Beverage Company.
Hard Seltzer
Stepping up your store’s seltzer game With a booming season on our doorsteps, now is the time to make sure you’re ready for a surging popularity of seltzer, to ensure your store makes the most of the category. One of the biggest things to think about for your seltzer selection ahead of summer is in-store location. For Uljans, that means placing an adequate range in the fridge, considering most hard seltzers are being consumed on the same day as purchase. “I’d recommend putting them alongside other RTDs and other white-spirit mixed drinks, as customers typically switch to alcoholic seltzer for the health benefits or cost savings,” he said. Another consideration for in-store placement is to make sure the category and its benefits are being called out. White said: “Posters, shelf talkers, gift with purchase and competition promos all help. We won’t be the only brand offering up marketing collateral and prizes this summer, so contact your seltzer reps and see what they can offer to help you boost sales.” Another option from Alvarez is maximising in-store merchandising with eye-catching theatre, to generate excitement and direct shoppers
Is seltzer the next cider?
to the category and specific products.
From his previous experience in the industry, Barton said
“For example, placing stickers on the dark premix/bourbon fridge for shoppers to know that there is a ‘NEW Jack Daniel’s Tennessee Seltzer, find me in the seltzer fridge’ will generate excitement and direct them to the right place, a win-win,” Alvarez said. To further support activations like this and generally get customers more interested in the category, Sahasrabuddhe said education remains really important. She said: “Consumers are seeking products that better meet their needs, but many shoppers don’t know hard seltzers exist or where to look for them in-store. As a category in its infancy in Australia, there is still an education role retailers should adopt when it comes to building Aussies’ understanding of what a hard seltzer is.” Despite some of the pandemic restrictions on the east coast at the time of writing, there will be little slowing down the potential of hard seltzer this year. It’s important to make sure your store is ready for how this opportunity will present itself in retail for 2021 and beyond.
60 | National Liquor News
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he sees some connection between cider and seltzer’s initial popularity surge. He said: “Having been involved in Rekorderlig Cider’s global success, we see very similar patterns with how quickly Saintly has taken off here and the category in general. “Cider grew massively and very quickly, but the seltzer category will extend beyond cider soon. It can be the next ‘craft beer’ as it’s enjoyed equally by both sexes, consumers are switching to it from all categories, it’s incredibly versatile, and the health and wellness trend is not going away.”
9 5 C A LO R I E S
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G LU T E N F RE E
Premium Gin
Trading up Premium gin is a booming category right now. We investigate how its able to stay so popular and get gin consumers trading up to the top shelf.
A category that has remained consistently strong and
premiumisation is shaping consumer purchase and
ever-close to the hearts of consumers in recent years
consumption behaviour.
is gin.
“We can see this trend over the last 10 years driven
Reasons behind the growth and lasting popularity of
initially through premium mainstream brands such as
the spirit are vast - it seems that anywhere gin turns to, it
Bombay Sapphire and Tanqueray, the super-premium
gains momentum. But perhaps the biggest driver behind
emergence of Hendrick’s, and as of late, the emergence of
its long term sustainable success is premiumisation.
local Australian craft gins lead by Four Pillars, Archie Rose
“Over the past year, gin has grown +24.7 per cent, significantly outrunning total spirits +15.1 per
and West Winds, that range from traditional dry profiles, through to unique ‘new-world’ styles and flavours.”
cent. Premium and super premium gins have been a
In the past 18 months, premium gin’s upward
major driver of this growth, growing +27.3 per cent…
trajectory has continued in earnest, as the COVID-19
making gin the second fasting growing spirit out of
pandemic has influenced a number of key trends that
the top 10,” said Georgie Mann, Brand Ambassador
impact the category. Consumers continue on the path
at Bacardi-Martini Australia, the local distributor of
to ‘drinking less but better’, while also experimenting
Bombay Sapphire.
with elevated home drinks when they can’t get out
Results like these are incredible, of course, but
to on-premise venues. At the same time, shoppers
they’re made even more so when considering the
are also finding it easier to spend more on gin if that
impact that such performance has had on the market
means supporting local producers, a movement that
for the last decade.
is booming in the current climate.
Nick McShane, Brand Manager – Liquor at Stuart
Stuart Gregor, Co-founder of Four Pillars Gin, said:
Alexander & Co., distributor of West Winds Gin,
“Australian gin brands grew in volume by +44 per cent in
said: “Gin in Australia is a prime example of how
2020 according to the most recent data from the IWSR.
62 | National Liquor News
“Consumers actively seek a wide range of authentic and high quality gins, but also want to ensure they get bang for their buck, with the quality of products delivering on their expectations.” Georgie Mann Brand Ambassador Bacardi-Martini Australia
Premium Gin
“Since COVID-19, Australians increasingly are looking to support
Stuart Gregor Co-founder Four Pillars
gin to buy.
local producers, which means that we
“Consumers actively seek a wide
are seeing great demand for Australian
range of authentic and high quality
premium craft spirits. Australian
gins, but also want to ensure they
consumers are wanting better and more
get bang for their buck, with the
interesting spirits to make great drinks
quality of products delivering on their
and we hope Four Pillars delivers on
expectations,” Mann said.
this front.”
“I think gins with a sense of place and clearly defined reasons to exist, not just gins that have a confected flavour profile, are key.”
list of priorities when choosing which
As for what constitutes a good
But there are also a number of
reason to spend more on gin, brand
intricacies surrounding the success of
authenticity and provenance are often
premium gin at the moment, which
big drivers.
highlight the sector’s ongoing strong
“We’re seeing that consumers
potential, and how retailers need to be
are paying more for products with
watching it closely.
provenance stories and craftsmanship. Brands that clearly communicate their
Why do consumers trade up?
unique processes, ingredients and
Gin as a whole is an incredibly busy
provenance have more loyal consumers.
category, with products at all price
Strong storytelling has been key to
points. With such affordable options
premium gin growth,” Mann continued.
out there, what makes such a huge
Gregor had a similar view, and said:
Four Pillars Olive Leaf Gin
range of consumers trade up to the
“I think, as ever, people are looking
Olive Leaf Gin is our savoury gin, perfect for
premium sector?
towards products that have integrity,
a martini or Spanish inspired gin and tonic.
Vanessa Wilton, Co-founder and
that aren’t gimmicky.
Five years in the making, this savoury gin is
Marketing Director at Manly Spirits,
“People are looking for unique and
textural and bright. We make it using three
believes its part of a cultural shift
honest - craft spirits that somehow
types of cold-pressed extra virgin olive oil and
in Australia, whereby people are
showcase where they are from and
olive leaf tea from the world-class
reviewing what they consume from a
have a real reason to exist, not just more
groves of Victoria’s Cobram
number of perspectives.
same-same. And of course, spirits that
“In general, there has been a big
lend themselves to great mixed drinks.”
bay leaf and olive leaf tea
movement over the past few years of
According to McShane, one thing
combine with vibrant olive oil,
consumers really giving more thought
that stays front of mind for consumers
native macadamia nuts, and
into what we put into our bodies,”
like this is exploration, particularly for
Estate. Botanicals like rosemary,
lemon myrtle, to create a distinctly modern Australian gin.
Wilton said.
younger adults, and this has meant
“Speaking with a lot of retail
great things for local brands like
managers, consumers are quite
West Winds and its celebration of
happy to go ‘a little higher up the
unique native Australian botanicals,
a gold medal at the
shelf ’ and spend more money on
particularly in line with the COVID-19
San Francisco 2021
quality rather than going for the
shift to more local products.
International World Spirits
usual mass produced cheaper
“Over the past few years, we are
Competition, gold medal
options in the gin market from
continually seeing millennial consumers
at the 2021 London Spirits
other parts of the world.”
with a re-invigorated thirst to discover
Recognition includes
Competition, and Best Signature Botanical Gin in the 2021 World Gin Awards.
Mann said this mindset
new flavour experiences,” McShane said.
is supported by a consistent
“This desire to discover the next
trend in retail, where shoppers
new brand, or innovative flavour, has
continually indicate that quality,
been a bedrock to premium gin trade-
price and value are high on their
ups within Australia.” September 2021 | 63
Premium Gin
What’s trending in premium gin? Within the premium gin sphere there’s a lot happening. One of the hottest trends at the moment is flavoured gin, which Gregor says now represents $78 million in annual sales. For example, Wilton said: “pink gin is so hot right now. It continues to be a versatile and visually compelling spirit.” But there’s a huge range of flavours that are captivating consumers, from traditional sloe gins to the more unusual diffusions and also the unique flavours that come with crosscategory integration. Increasingly popular is wine and gin convergence, through products like the West Winds Pinque Rosé gin and the Four Pillars Bloody Shiraz gin. McShane notes: “These flavoured gins are leveraging current consumer education and knowledge on prevalent wine categories, flavours, and region, to drive not only innovation, but provide a sense of familiarity, acting as a ‘safe entry point’ into a product that may previously have come across as daunting.” Alongside these flavour trends though, consumers are influenced by other movements simultaneously, showing that shopper decision making processes can be complex. One such competing trend, as Mann describes, is the ‘better for you’ trend. “We’re seeing consumers increasingly conscious about their health and sugar intake. Bombay Bramble, a 100 per cent naturally infused blackberry and raspberry gin with no added sugar, is an example of how we’ve adapted to accommodate to consumers
“Gin in Australia is a prime example of how premiumisation is shaping consumer purchase and consumption behaviour.” Nick McShane Brand Manager – Liquor Stuart Alexander & Co
evolving preferences,” she said. More subtle trends when it comes to flavour have to do with the
Greenall’s Wild Berry Gin
use of botanicals. When considering botanicals, consumers are being
Greenall’s Wild Berry Gin is a striking pink gin infused
drawn to things that are sustainably sourced, natively grown and/or
with a delicate berry sweetness, produced by the
capable of creating specific taste profiles that elevate drink experiences.
world’s oldest distiller and five-time winner of the
Gregor said a focus on botanicals in this way will be key to the future
Gin Distiller of the year at the International Spirits Challenge, G&J Greenall’s. The gin continues Greenall’s goal of an outstanding quality spirit at an affordable price and is just one example of the innovation that has maintained the brand’s strong reputation for over 260 years. Tasting notes for the Greenall’s Wild Berry Gin reveal subtle raspberry and blackberry balanced with rounded juniper notes and fresh citrus flavours, followed by a silky smooth opening on the palate
of premium gin, as it has been key to the category so far. “I do caution against gin just becoming a flavoured spirit category – we need not forget what got us in this growth in the first place – delicious gins with integrity and deliciousness,” he said. “I think gins with a sense of place and clearly defined reasons to exist, not just gins that have a confected flavour profile, are key. We think gins like a savoury Olive Leaf Gin using locally grown olives and oil, or Bloody Shiraz Gin steeped in locally grown Shiraz grapes, are both legitimate, original and delicious. Discerning consumers get that and I think will support this sort of innovation.” Wilton said botanical innovation like this is also important to the
that develops into rich camphor and citrus
success of Manly Spirits. She said: “Aussie botanicals are a big trend
with an underlying fruitiness.
showing up in the space and hitting goals, much like our own gins.
Distributed in Australia by SouthTrade International.
Foraging the unique and exciting flavours found here has been part of why we can be so dynamic in our innovating new flavours of gin. There’s still much to see come through in this space.”
64 | National Liquor News
From the creators of
AUSTRALIA’S MOST AWARDED GIN DISTILLERY
comes Pinque Rosé – a ‘serious’ pink gin that is all about celebrating Australian native flavours, without the added sugar.
For more information, contact your local Stuart Alexander rep or contact contactcentre@stalex.com.au West Winds Gin encourages you to please drink responsibly
Premium Gin
Opihr London Dry Gin Opihr is the world’s leading spiced gin brand, which aims to take drinkers on a journey of discovery along the ancient spice route from which it was inspired. The London Dry Gin is infused with exotic hand-picked botanicals like Moroccan coriander seeds and Indian Tellicherry black pepper, which combine in a unique gin that emulates the true intense taste of the Orient. The award winning Opihr gin pushes the boundaries of the premium gin category through intriguing flavours that demonstrate how accessible and versatile spice can be when it comes to gin. Distributed in
This is also why Mark Neal, Managing Director of naturally black New Zealand gin brand, Scapegrace, said: “Gin as a category is all about discovery. “A category which was once rather linear with rather traditional products is now
Australia by SouthTrade International.
very expressive with different botanical blends and endless discovery. In most cases, every gin is in some way unique, which provides the consumers a new experience to regularly trade up for that something new.” No matter what the flavour or botanical profile of choice, what consumers want at the crux from premium gin is a way to elevate drinks, from simple serves to more elaborate cocktails. Mann said: “As cocktails continue to grow, consumers’ confidence to mix drinks at home is also growing. “We’re also seeing more people opt for soda as a mixer over tonic, indicating people are after a drink that allows the natural flavour of gin shine through and therefore desire a more premium product with refined qualities.” Increased confidence and interest around exploring more premium gins at home was one of the big reasons behind the creation of Box Bar, a digital bar experience created by the owner of Sydney bar, The Fox Hole. Box Bar provides customers with sample sized gins, mixers and garnishes, to play with new cocktails at home. “Gone are the days where a simple gin and tonic with a squeeze of lime is the sole way of enjoying the drink, our customers love exploring all sorts of mixers, garnishes and cocktails,” said James Harvey-Fiander, Box Bar Chief Experience Officer. “The gin that people are interested in trying has shifted more to the premium end of the spectrum and to do that in an accessible way without risking buying an entire bottle that they may not like.” 66 | National Liquor News
“Gone are the days where a simple gin and tonic with a squeeze of lime is the sole way of enjoying the drink, our customers love exploring all sorts of mixers, garnishes and cocktails.” James Harvey-Fiander Chief Experience Officer Box Bar
Tag goes here
Cashing in on premium gin When asked about the best piece of advice for retailers to capitalise on the premium gin category and encourage customers trading up instore, the brand representatives in this story had the following to say: • Bring the category to life to deliver on consumer expectations: “This can be encouraged by in-store or online product demonstration… and given we’re increasingly working in virtual settings, gin masterclasses or ‘meet-the-maker’ style sessions are an easy way to not only engage with consumers, but to help retailers grow their database and sales.” – Georgie Mann, Bacardi-Martini Australia • Stock a wide variety and help consumers navigate: “Take a balanced approach to range and variety and build a layout that can speak to the education of new sub-categories, ultimately elevating the shopper experience… [also], retailers that have on-shelf highlights via brand awards are often seeing repeat purchase and higher conversion rates at shelf.” – Nick McShane, Stuart Alexander & Co. • Use shelf space wisely: “The gin category is almost single-handedly driving growth in spirits so my only advice would be to give us the requisite space in-store.” – Stuart Gregor, Four Pillars. • Educate staff to inspire confidence: “I would encourage retailers to invest in educating their staff and utilising resources available to them such as consumer tastings in-store and effective marketing campaigns.” – Vanessa Wilton, Manly Spirits • Encourage exploration on the shelf: “Treat gin as a category like you would treat whiskey, in terms of differentiating the category, and break down your range of gins based on style (London dry, contemporary, navy strength, old tom, etc). If you can break it down by expressions, it helps showcase the wonders of the category.” – Mark Neal, Scapegrace
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From 16 outstanding panel picks to 70* more reviews, the Beer and Brewer Spring Brew Review is full with the latest and recent releases that you’ll want to try at home.
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What’s our Seasonal Focus? Sours *Not all submissions to our tasting panel are featured here. This could be because we had too many to sample or the product did not meet our panel’s requirements. We are not in the business of running any one down, and if there is a chance to speak with a brewery about issues that may have arisen during a tasting, then we will endeavour to pass that information on in the interest of transparency.
The Panel Jono Outred, WA
Justin Fox, VIC
Michael Capaldo, NSW
Based in Margaret River, Jono is a beer writer that predominantly covers the South West of WA. He’s been involved in the state’s beer industry in various capacities since 2011.
Currently head of sales at Bintani, Justin has had a long and decorated career in the beer industry – from the likes of heading up Colonial’s brewing to appearing on many a beer judging panel.
A sales rep at Hop Products Australia, Michael is a qualified and experienced brewer and an accomplished beer judge (GABS, World Beer Cup, Indies, AIBA etc).
Liam Pereira, NSW
Founder and head brewer at White Lakes Brewing, Sean’s decorated beer career includes five years as Chief Judge of the Perth Royal Beer Show where he currently serves on the committee.
David Ward, ACT Head of sales for BentSpoke Brewing Co and with over 10 years’ experience working in the craft beer industry, David is constantly on the lookout for new beers to try and trends to watch.
Liam is the group venue manager for Sydney’s Batch Brewing Co. A Certified Cicerone® and BJCP judge, he was previously general manager of Sydney Beer Week.
Sean Symons, WA
Jamie Webb-Smith, NSW
Scott Hargrave, NSW/QLD
Rosemary Lilburne-Fini, NSW
Scott is Balter Brewing’s multiaward winning head brewer and a regular on some of Australia’s and the world’s most prestigious judging panels including the Great American Beer Festival and the World Beer Cup.
Now calling Sydney home, Certified Cicerone® Rosemary has spent the last five years working in premium beer outlets in both the on-premise and retail channels.
Previously a brewer at The Australian Brewery, Jamie is currently head brewer at Yulli’s Brews in Sydney. He’s a home brewer turned pro, who completed the NSW TAFE microbrewing course.
Josh Quantrill, NSW
Benji Bowman, NSW
Currently Beerfarm’s head of sales, Josh is a Certified Cicerone® who’s had a long and varied beer career. He strives to help grow and expand the footprint of Australian craft beer.
With a background in Australian craft beer and cider, Benji is now part of the sales team at Capital Brewing in NSW where he leads the beer and quality training for the sales team.
Tina Panoutsos, VIC One of Australia’s leading beer judges, Tina is a beer sensory expert with over 30 years’ experience in the brewing industry in roles across technical and commercial functions.
Tiffany Waldron, VIC
Ian Kingham, NSW
A Certified Cicerone® and Pink Boots President, Tiffany is focused on making changes in the world of beer through education and furthering beer culture beyond standard boundaries.
That Beer Bloke, Ian’s decorated beer career has included judging at the Australian Craft Beer Show, Royal Perth Beer Show and the Sydney Royal Beer and Cider Award.
68 | National Liquor News
Jake Brandish, WA Beer & Brewer’s HomeBrewer Editor, Jake has a post-grad Dip in Brewing, is a BJCP judge, has brewed commercially and is an all round beer geek. As published in Beer and Brewer Spring 2021
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Shelter Brewing Campfire Stout
Shelter Brewing Lager
Shelter Brewing Summer Sour
Shelter Brewing XPA
Mountain Goat Grapefruit XPA
ABV: 5.9% Style: Stout
ABV: 4.2% Style: Lager
ABV: 4.0% Style: Sour
ABV: 3.5% Style: XPA
ABV: 5.0% Style: XPA
Brewed with stacks of oats and generous quantities of specialty malts, it’s luscious and rich, but not overly decadent, maintaining a sound balance and ease of drinking. Flavours are centred around dusty cocoa, coffee, chocolate and roasted barley that persist thanks to a moderate, silky body. A light, smoked malt character lingers too, thanks to the addition of malts that were pitsmoked by Smokin Bull BBQ.
Pouring a super bright, straw-gold hue with a brilliant white head and tight bubbled carbonation, gentle bready aromas and earthy noble hops persist. Some very faint yeast esters are also present but certainly don’t detract from an otherwise uber clean profile. Much of the same is evident in flavour alongside a touch of malt sweetness and integrates well with appropriate bitterness, light body and clean, short finish.
A classic, easy going, approachable sour that slots into the crowdpleasing line-up at the brewery’s foreshore venue, as well as a great takeaway option in tins. Clean and slightly salty sour, watermelon and berry flavours mix with a slightly estery yeast profile while a lemonlime tartness is prominent but balanced by a short, spritzy carbonation. A light body and short finish further enhance drinkability.
Shelter’s mid-strength offering is a cleverly put together, hop-centric XPA that is ideal for anyone who likes lower alcohol beers, fully flavoured hoppy beers, or ideally, both! Pouring a burnt orange hue, tropical fruit aromas are abundant. The same flavours are evident on tasting and underpinned by a gentle bitterness, while the moderate body offers a lasting finish of fruity and herbaceous hops.
Vibrant, fresh, with low bitterness and an uber crisp finish makes this a crushable spot hitter. Golden hued, with citrus, sticky pine and botanical aromas, ruby red grapefruit juice and the Talus hop set this apart in the flavour stakes. Fresh grapefruit flavours are rounded by balanced malt sweetness while a calling card of Talus – rose water – is subtle at the back end.
shelterbrewing.com.au
Mountain Goat Hog’s Head
Heaps Normal Isol-Aid Haze
Nomad Brewing Freshie Margarita
ABV: 11.5% Style: Imperial Stout
ABV: <0.5% Style: Non-alc Hazy IPA
ABV: 4.5% Style: Gose
Food: Rum balls goatbeer.com.au
Pouring slightly hazy golden with fluffy white foam, aromas are all stone fruit and a touch of grass. It’s so refreshing to take a sip of a non-alc and not have to search for flavour. It has a full mouthfeel, fruit on the back palate like kiwi and apricot and finishes with just the slightest tropical bite. You’re not missing out on anything but the hangover on this one!
Food: Fried fish & spiced fries
Straw and a touch hazy, it has a plant stem and kiwi fruit aroma which has your mouth watering as it pours. Flavour is light, but not thin, while there’s a hint of tartness before finishing with subtle smokiness, mimicking mezcal in the best way, plus a Smartieslike sweetness. It’s dry and feathery light as it stays on the palate for a good time – not a long time.
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This Rare Breed limited release would have stood well on its own as a fine Imperial Stout but the additions of rum barrelageing and smoked cherries elevates it to its own unique standing. Aromas of dusty chocolate malts and a muted, fine cigar-like smokiness are alluring, while it’s luxurious in body, a smooth, textural boldness delivers warmth, more subtle smoke and a rum and raisin decadence.
shelterbrewing.com.au
shelterbrewing.com.au
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Food: Hard, rich cheeses
goatbeer.com.au
Food: Mild-spiced Asian
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Food: Toasted marshmallows
Food: Ramen with some heat
Food: Thai duck salad
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Nomad Brewing Champers In Paradise ABV: 5.5% Style: Brut Sour Ale
Food: Tacos
Golden-hued with low carbonation, a whiff of what’s inside starts to reveal its secrets. Fruit punch jumps out like a Kool-Aid Man commercial with melting berry popsicle (without the sweetness) aromas while well balanced tartness finishes like a slightly underripe strawberry. Really delightfully punchy, dry and truly enjoyable.
nomadbrewingco.com.au
Food: Strawberries nomadbrewingco.com.au
Slow Lane Brewing Hop Barn ABV: 5.4% Style: Mixed Fermentation Farmhouse IPA Pale yellow and slightly hazy, the aroma is quite subdued, but peaks at being just a little fruity and funky from the bret. It’s super dry on the palate, with mouthfeel quite light, and finishes with soft but layered orange juice and Meyer lemon flavour no doubt aided by a late dry hop of Mosaic. It’s refreshing and intriguing at the same time.
Food: Halloumi burger slowlanebrewing.com.au
heapsnormal.com
September 2021 | 69
Wine Tasting Review
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A ndrew Dean, Co-founder, The Tasting Glass B rian Chase Olson, Director, Blend Public Relations
The Shiraz Tasting
This month the National Liquor News panel sipped and swirled through a huge lineup of Shiraz at home, to bring the top scoring wines in three price brackets.
Andrew Graham, Journalist, Australian Wine Review
Panels Picks
C hristine Ricketts, Wine Educator, Endeavour Group Andrew Milne, Brand Manager, SouthTrade International N igel Burton, CEO, Burton Premium Wines A ndrew Stubbs, Manager, Vine Wine M ichael Park, Wine Merchant, Dan Murphy’s Kingsford S abine Duval, Trading Manager and Lead Educator, The Wine Collective E mmanuel Conde, Brand Ambassador, Cerbaco D an Manu, Sourcing Manager, Pinnacle Drinks D avid Fahey, Wine Consultant J ack Glover, Marketing Director, Accolade Wines E d Peake, Key Account Manager, Penfolds J onathan Leeming, Assistant Manager, Bayswater Fine Wines Emma Fogarty, Brand Manager, SouthTrade International ichael Mcintosh, Fine M Wine Brand Ambassador, Accolade Wines J oe Turnaturi, Sommelier and Wine Educator, Sydney Wine Academy S haryn Foulis, Wine Consultant T om Lynar, National Sales Manager, DMG Fine Wine C raig Hawtin-Butcher, Group Publisher, The Shout NZ and World of Wine A ndy Young, Editor, The Shout & Bars and Clubs
70 | National Liquor News
Hungerford Hill
Zema Estate
De Bortoli Deen
Epic Shiraz
Shiraz
Vat 8 Shiraz
Region: Hunter Valley
Region: Coonawarra
Region: Heathcote
VIN: 2018 LUC: $69.88
VIN: 2016 LUC: $16.56
VIN: 2018 LUC: $9.09
Distributed by: Winestock
Distributed by: Porter & Co
Distributed by: De Bortoli
(NSW/ACT), Direct from
(SA), Bacchus Wine Merchant
winery (other states)
(NSW/ACT), Westwood Wine
“The palate is genuinely medium bodied and oh-soelegant, a glowing core of red fruit that sweeps along the palate finessed by bright acidity and framed by very fine graphite tannins. Great length and persistence. Special.” – Sharyn Foulis
Agencies (VIC), Claret and Co (WA), The Wine Tradition (QLD), David Johnstone & Associates (TAS)
“Showing hints of maturity already, this long, intense Shiraz is hugely interesting and appealing. Very, very good.” – Michael Park
“With super smooth tannins and good balance, this is an extremely drinkable wine, delivering staggeringly good value for money.” – Jonathan Leeming
Wine Tasting Review
The System
LUC over $25 St Hallett Butcher’s
Elderton Neil
Cart Shiraz
Ashmead Grand
Region: Barossa
95-100 Classic: an exceptional wine 90-94 Outstanding: a wine of remarkable character
Tourer Shiraz
VIN: 2019 LUC: $38.99
Region: Barossa
Distributed by:
VIN: 2018 LUC: $32.25
Accolade Wines
Distributed by: Fesq & Co
“So well balanced for a bone dry vintage. A complete Shiraz flavour spectrum...from glimpses of lifted perfumed cherry notes to darker tar and burnt raisin notes.” – Michael Park
“Soft and silky nose, nice texture on the palate. A touch of caramel. A well made wine.” – Sabine Duval
85-89 Very good: a wine with impressive qualities
O’Leary Walker The Sleeper Shiraz Region: Barossa VIN: 2018 LUC: $38.70 Distributed by: O’Leary Walker Wines
“Big yet balanced, with oak and tannin allowing the fruit to sing on so many levels, from jubey fruit to cool climate spice. Delicious now but with big potential.” – Michael Park
Wolf Blass Grey Label Shiraz Region: McLaren Vale VIN: 2019 LUC: $31.51 Distributed by: Treasury Wine Estates
“Voluptuous, rich, wellstructured and nicely balanced, this is a very drinkable wine, with no sharp edges.” – Jonathan Leeming
Food Pairing ➤
Geoff Merrill Wines ➤
Henley Shiraz Region: McLaren Vale VIN: 2006 LUC: $109.65
Orlando Centenary
Distributed by: Young &
Shiraz
Rashleigh (NSW/ACT), Options
Region: Barossa
Craft Liquor Merchants (SA),
VIN: 2015 LUC: $36.66
West Coast Wine Cellars (WA),
Distributed by:
The Wine Company (QLD),
Pernod Ricard
Nelson Wine Co (VIC), Thomas Chin Pty Ltd (NT)
“This drinks like velvet. Great length and persistence belying a wine well crafted and made to age. Delicious!” – Michael Mcintosh
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“A wine with well integrated fruit and oak and a long aftertaste. This wine will match anything at both a country pub and a city French restaurant.” – David Fahey
“ Substantial, comforting, cold weather food would normally be my go to, but as a nod to this wide brown land I’d settle for a pork and fennel sausage roll.” – Dan Manu “ Ideas outside the norm are light curries like a beef massaman or curried swordfish steak. Also a big chicken dish like a rich coq au vin or chicken and miso based ramen broth. For those avoiding meat, try a slow cooked bean stew in a rich broth and leafy greens.” – Andrew Milne “ If you have a special bottle of Shiraz saved up I recommend pairing it with a simpler dish such as shepherd’s pie, or classic roast lamb. The plainer dish will let the flavours of the wine really stand out and shine.” – Sharyn Foulis
September 2021 | 71
Wine Tasting Review
LUC $15-$25
“The level of quality across all price points was high and overdelivered at entry level. The best examples showed integration between varietal expression and
Harewood Estate
Geoff Merrill Wines
Reserve Shiraz
Jacko’s Shiraz
Region: Great Southern
Region: McLaren Vale
VIN: 2015 LUC: $23.65
VIN: 2015 LUC: $18.81
Distributed by:
Distributed by: Young &
Single Vineyard Sellers
Rashleigh (NSW/ACT), Options
“A wine that is poised for many more years of life. From the concentration and density of fruit, to the impeccable balance and length. A wine that continues to show more of itself with every sip.” – Dan Manu
winemaking influence.” Michael Mcintosh Fine Wine Brand Ambassador Accolade Wines
Zonzo Estate Shiraz Region: Yarra Valley VIN: 2020 LUC: $16.50 Distributed by: Winestock
Editor’s Picks ➤
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rown Brothers Patricia B Shiraz 2016, Victoria, LUC $38.71 (Brown Family Wine Group) hingleback D Block S Reserve Shiraz 2016, McLaren Vale, LUC $36.55 (Twisted Harvest in SA, Direct from winery in other states) alumba Barossa Shiraz Y 2018, Barossa, LUC $16.10 (Samuel Smith & Son) arossa Valley Wine B Company Stockyard Shiraz 2019, Barossa, LUC $19.35 (Australian Vintage Limited) L ongview Yakka Shiraz 2019, Adelaide Hills, LUC $17.20 (Pure Wine Co (SA/ QLD/WA), Sante (VIC), Young and Rashleigh (NSW), Fine Drop TAS)
72 | National Liquor News
“Reductive and funky nose with some fruit showing and some white pepper. Great mouthfeel and balance with powdery tannins and good length. A lovely lighter style of Shiraz.” – Tom Lynar
Craft Liquor Merchants (SA), West Coast Wine Cellars (WA), The Wine Company (QLD), Nelson Wine Co (VIC), Thomas Chin Pty Ltd (NT)
“This still appears young and fresh with deep purple notes and vibrancy. The nose is seriously inviting, pulling you in with perfumed notes of burnt figs, plums, dried Christmas cake fruits and ripe intensity.” – Ed Peake
Château Tanunda The Château Shiraz Region: Barossa VIN: 2019 LUC: $23.95 Distributed by: Crush Wine and Drinks
“Plums and spicy dark berries with a hint of lifted apricot on the nose. The palate is medium weighted with supple fine grain tannins and a long finish. An elegant Shiraz.” – Tom Lynar
Soul Growers Provident Shiraz Region: Barossa
Hardys HRB Shiraz
VIN: 2019 LUC: $20.90
Region: McLaren Vale, Adelaide
Distributed by:
Hills and Frankland River
Swan Wine Group
VIN: 2018 LUC: $20.67
“The palate is vibrant and lively, offering cassis, blueberry, black plum, violet, vanilla and milk chocolate. Its tannins are well-integrated; this is a nicely balanced wine.” – Jonathan Leeming
Distributed by: Accolade Wines
“Delivers a freshness and drinkability that almost defies its intense colouring. A very enjoyable wine.” – Andy Young
Wine Tasting Review
LUC $15 and under Parishes Creek
Brockenchack Zip
Shiraz
Line Shiraz
Region: Langhorne Creek
Region: Eden Valley
and Barossa
VIN: 2018 LUC: $13.71
VIN: 2019 LUC: $14.96
Distributed by:
Distributed by:
Brockenchack Wines
Crush Wine and Drinks
“Yummy vanilla sponge-like oaky flavours (and a bit of strawberry jam!). Mouthwatering acidity with very enjoyable silky tannins. Extremely pleasant and moreish.” – Andrew Dean
“Medium bodied with classic Syrah style flavours of dark fruit and white pepper. Good use of oak gives vanilla licks and complexing spice. Well crafted.” – Michael Mcintosh
Jacob’s Creek Reserve Shiraz
Red Knot Shiraz
Region: Australia
Region: McLaren Vale
VIN: 2018 LUC: $12.56
VIN: 2019 LUC: $11.29
Distributed by: Pernod Ricard
Distributed by: Twisted Harvest (SA), Direct (other states)
“Vibrant and fresh, some nice fruit, dark fruits like blackberry and black plum. Nice tannin and finish.” – Sabine Duval
“It’s a pleasure to see ripe fruit without excess oak. Plenty of wellintegrated oak in this selection, which is also a reflection of a throttling back in new oak usage as a whole. I’m glad to see this move.” Andrew Graham Journalist Australian Wine Review
“A wine batting above its price point with balanced fruit and oak. Very enjoyable. This wine should get better over the next few years.” – David Fahey
Auswan Creek
Houghton Reserve
Minister 50 Shiraz
Shiraz
Region: Langhorne Creek
Region: Western Australia
VIN: 2018 LUC: $13.64
VIN: 2018 LUC: $14.99
Distributed by:
Distributed by: Accolade
Swan Wine Group
Wines
“An intense and enjoyable flavour profile, with raspberry and spicy herbaceous tones. Super gentle and refined tannins, balanced with a refreshing acidity. An enduring finish. I really like this very classy Shiraz!” – Andrew Dean
“Beautiful rich enticing colour with soft, savoury but still rich and inviting nose of red berries, figs, chocolate and hints of white pepper spice. Delightfully lightweight mouthfeel still delivers balance and complexity.” – Ed Peake
“It was great to see a good mix of styles – some more earthy and textural, others a bit more textbook but still packed with flavour and complexity. Shiraz has definitely come a long way from the full-bodied wines and it’s great to see more variety out there across all price points.” Brian Chase Olson Director Blend Public Relations
September 2021 | 73
Retailer Profile
Grace, Michael and Ann Marie Tamburri
Michael Tamburri: WA liquor retail icon
The Perth retailer shares his huge range of insights gathered over 50 years in the industry. When Michael Tamburri got his first taste of
The wide range of international products
adapt and change within six months. Its not
the liquor retail industry through his uncle’s
that La Vigna stocks is one example of how
to follow the market, but to lead the market.”
store in late 1970, things were a lot different
Tamburri has catered to the changing
Identifying and successfully predicting
to how they are now.
expectations of his local consumers.
what the customer base actually wants is
Over the years, Tamburri has seen trends
Although things have changed a lot in the
Tamburri’s biggest lesson from his career
come and go, consumers change their habits,
industry since he began, he believes in the
and ultimately whats kept him in the
and technology change significantly. But
always steady value of being an independent,
industry so long.
throughout all the different developments in
family-run business and how it helps
the industry during his career, Tamburri has
connect him with his customer base.
He said it’s important to: “be very sincere and straightforward to your customer base
remained an extremely successful retailer,
“Today people shop totally different
and make sure to provide for their needs. Its
nominated for a number of awards and
to how they shopped when I started.
pointless stocking 1000 beers if you’re in an
seeing great business results.
Before, they used to have one butcher, one
area where people prefer spirits, and vice versa.
Today his store La Vigna, in the Perth
supermarket, one bottle shop. But now,
“What drives me and inspires me is
suburb of Menora, is also the home store
they’ve got that much choice, it’s changed
our customer profile, that’s what’s made
of wife Grace and daughter Ann Marie,
their expectations,” he said.
it interesting, that interaction. As an
who manages the store. Bringing together
“We’ve been lucky to anticipate the
independent, you get a closer relationship
products from all over the world, the
market shifts, how people went from beer
with your customers, and that’s what’s really
premium independent store specialises in
in the 80s, then into specialty Australian
relevant.”
wine and is renowned for its extensive range
wines and then in the 2000s to international
and exceptional quality.
products, and now we’ve gone through the
Keep an eye out online for more
“Basically our focus is fulfilling the needs of
RTDs to see the craft beers go crazy. That’s
insights from our interview
our local customers. Our local customers are
the journey, you have to see the change and
with Michael Tamburri:
the focus, even though because of our specialty,
adapt to it.
people know us from afar and recognise us for our product range,” Tamburri said. 74 | National Liquor News
“Our stock range used to change probably every two or three years. Now, we have to
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https://www.theshout.com.au/ national-liquor-news/
THE HILLS
LES COLLINES
ALMOND GROVE
SAUVIGNON BLANC ADELAIDE HILLS
PINOT GRIS ADELAIDE HILLS
CHARDONNAY McLAREN VALE
LOT 148
COLTON’S
HUT BLOCK
MERLOT McLAREN VALE
G.S.M. McLAREN VALE
CABERNET SAUVIGNON McLAREN VALE
LITTLE ROAD SHIRAZ McLAREN VALE
www.richardhamilton wines.com
info@leconfield wines.com
