By Deborah Jackson, Editor National Liquor News

Independent Liquor Retailers (ILR) has launched Liquor Boss, a new sub-banner set to lead with an aggressive pricing strategy.

ILR General Manager Corey Leeson said the launch of the new brand is part of a reinvigorated channel strategy. 

“It's sort of setting that ultimate group up for the future and acting a bit like a chain,” he told National Liquor News.

“We want to ensure we have a retail offer for all types of independent liquor businesses,” he said. 

“Our strategic planning identified a gap in the market for an aggressive price strategy underpinned with strong range, service and everyday value attributes.”

The new Liquor Boss brand has already been rolled out across three stores with plans for more and Leeson says the early feedback has been positive. 

Leeson told National Liquor News that they would look to cap the amount of stores under the Liquor Boss banner at around 10 to 12 stores and they would look to reach that number over the next 18 months to two years.

“The branding for this banner is bold and striking – from signage to point of sale material and external marketing, this is a brand that is designed to cut through and the first of the new stores look great,” he said.

The Liquor Boss strategy is driven by highly competitive specials and strong consumer marketing underpinned by value-driven branding and a flexible model that allows stores to still execute local initiatives.

Leeson said the new brand is well suited to energetic independent retailers that are looking to gain an edge. “This new banner will be underpinned by independent retailers that want to have market leading pricing to drive foot traffic” he said. “They will also be able to deliver on commitments to execution and ranging and in return we’ll be able to deliver strong buying power and increased rebates”.

Liquor Boss joins Local Liquor, Liquor & Co and Countrywide Liquor as ILR’s key banner brands.

The Shout Team

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