By Deborah Jackson, Editor, National Liquor News
Australian Liquor Marketers (ALM) has acquired Porter's Liquor and will invest in the business to more than double its footprint nationally.
The Porter's business will transition over to ALM over the next two months and all current members and staff will stay on.
Porter's will become one of the brands under Independent Brands Australia (IBA) and IBA will invest in the Porter's brand and retail offer. That investment will see the current footprint of 30 stores taken to up to 100 stores nationally.
Currently Cellarbrations, IGA Liquor, Bottle-O and Bottle-O Neighbourhood sit under the IBA banner.
Scott Marshall, the CEO of ALM told TheShout that the acquisition delivers on ALM’s key purpose of supporting independent retailers and giving shoppers choice in the liquor market.
“Acquiring the Porters Liquor brand is very exciting for ALM and IBA. Porter’s has a unique retail offer and shopper proposition that has been successful for many years. We are looking to grow brand awareness and store numbers, with an aim to get a footprint of 100 Porter’s retail stores nationally. The key will be getting the right fit by location,” said Marshall.
Giuseppe Minissale, the General Manager of Porter's Liquor said the acquisition is exciting as the investment from ALM will allow Porter's to be taken to the next level.
“The acquisition by ALM and IBA of the Porter’s Liquor Group is an exciting one," Minissale told TheShout. "Porter’s Liquor is a well-recognised consumer brand and this acquisition creates the opportunity to take it to the next level in the Australian retail marketplace. The brand’s premium position is well paced to capitalise on the growing trend by consumers towards premiumisation.”
Mal Higgs, one of the founders of Porter's Liquor added: "As one of the founders of Porter's Liquor I am excited by the opportunity that ALM acquiring Porter's will give to growing the brand.”