National Liquor News September 2021

Page 1




vol. 40 no. 8 - September 2021

Editor’s note

Editor’s note


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


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

Publisher: Paul Wootton Editor: Brydie Allen General Manager Sales – Liquor & Hospitality Group: Shane T. Williams Group Art Director – Liquor and Hospitality: Kea Thorburn Prepress: Tony Willson Production Manager: Jacqui Cooper Subscription Rates 1yr (11 issues) for $70.00 (inc GST) 2yrs (22 issues)for $112.00 (inc GST) – Saving 20% 3yrs (33 issues) for $147.00 (inc GST) – Saving 30% To subscribe and to view other overseas rates visit or Call: 1800 651 422 (Mon – Fri 8:30-5pm AEST) Email:

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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Contents September 2021



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




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.


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


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

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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

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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.


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


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

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.


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





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.


20 | National Liquor News




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


Begins with...


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



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

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liquor industry by storm.

Parker has been assisting Arch Retail Systems’

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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,


it offers the ability for all stores to be managed

30 | National Liquor News

over 50 per cent.

649871 or email: sue.edwards@ or Glen Parker (mobile: +61 419 112386 or email: glen.parker@

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


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


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


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

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and think they are ‘the generation’ to make

two have talked to flavour or fun. C.A.N as

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a vodka premix is low sugar and under 90

Realising this and wanting to create a community for these consumers,

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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

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


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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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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MARKETING Contact us now to find out we can help you grow your business online. PROGRAMS Aidan Desmond NSW State Manager: 0427 250 618 | Andrew Clement NSW Sales Manager: 0498 379 448 |

Contact us now to find out we can help you grow your business online. NSW Aidan Desmond 0427 250 618 | QLD Shaun Landy 0436 002 418 | VIC Chris Christofi 0401 714 257 SA & NT Simon Rowe 0417 417 886 | WA Mike Stubber 0419 992 542 | | |


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


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


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


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


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


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


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


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


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,


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,


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


everyday moments


Hard Seltzer

54 | National Liquor News

Hard Seltzer


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




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

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





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


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 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



From 16 outstanding panel picks to 70* more reviews, the Beer and Brewer Spring Brew Review is full with the latest and recent releases that you’ll want to try at home.


The Brew Review FO


What’s our Seasonal Focus? Sours *Not all submissions to our tasting panel are featured here. This could be because we had too many to sample or the product did not meet our panel’s requirements. We are not in the business of running any one down, and if there is a chance to speak with a brewery about issues that may have arisen during a tasting, then we will endeavour to pass that information on in the interest of transparency.

The Panel Jono Outred, WA

Justin Fox, VIC

Michael Capaldo, NSW

Based in Margaret River, Jono is a beer writer that predominantly covers the South West of WA. He’s been involved in the state’s beer industry in various capacities since 2011.

Currently head of sales at Bintani, Justin has had a long and decorated career in the beer industry – from the likes of heading up Colonial’s brewing to appearing on many a beer judging panel.

A sales rep at Hop Products Australia, Michael is a qualified and experienced brewer and an accomplished beer judge (GABS, World Beer Cup, Indies, AIBA etc).

Liam Pereira, NSW

Founder and head brewer at White Lakes Brewing, Sean’s decorated beer career includes five years as Chief Judge of the Perth Royal Beer Show where he currently serves on the committee.

David Ward, ACT Head of sales for BentSpoke Brewing Co and with over 10 years’ experience working in the craft beer industry, David is constantly on the lookout for new beers to try and trends to watch.

Liam is the group venue manager for Sydney’s Batch Brewing Co. A Certified Cicerone® and BJCP judge, he was previously general manager of Sydney Beer Week.

Sean Symons, WA

Jamie Webb-Smith, NSW

Scott Hargrave, NSW/QLD

Rosemary Lilburne-Fini, NSW

Scott is Balter Brewing’s multiaward winning head brewer and a regular on some of Australia’s and the world’s most prestigious judging panels including the Great American Beer Festival and the World Beer Cup.

Now calling Sydney home, Certified Cicerone® Rosemary has spent the last five years working in premium beer outlets in both the on-premise and retail channels.

Previously a brewer at The Australian Brewery, Jamie is currently head brewer at Yulli’s Brews in Sydney. He’s a home brewer turned pro, who completed the NSW TAFE microbrewing course.

Josh Quantrill, NSW

Benji Bowman, NSW

Currently Beerfarm’s head of sales, Josh is a Certified Cicerone® who’s had a long and varied beer career. He strives to help grow and expand the footprint of Australian craft beer.

With a background in Australian craft beer and cider, Benji is now part of the sales team at Capital Brewing in NSW where he leads the beer and quality training for the sales team.

Tina Panoutsos, VIC One of Australia’s leading beer judges, Tina is a beer sensory expert with over 30 years’ experience in the brewing industry in roles across technical and commercial functions.

Tiffany Waldron, VIC

Ian Kingham, NSW

A Certified Cicerone® and Pink Boots President, Tiffany is focused on making changes in the world of beer through education and furthering beer culture beyond standard boundaries.

That Beer Bloke, Ian’s decorated beer career has included judging at the Australian Craft Beer Show, Royal Perth Beer Show and the Sydney Royal Beer and Cider Award.

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





The Brew Review



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.

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

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.









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.


Food: Hard, rich cheeses

Food: Mild-spiced Asian


Food: Toasted marshmallows

Food: Ramen with some heat

Food: Thai duck salad


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.

Food: Strawberries

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

September 2021 | 69

Wine Tasting Review

The Panel ➤

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


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 &


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

“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 ➤

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


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


Region: Langhorne Creek

Region: Western Australia

VIN: 2018 LUC: $13.64

VIN: 2018 LUC: $14.99

Distributed by:

Distributed by: Accolade

Swan Wine Group


“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


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 national-liquor-news/







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