Paramount Liquor and Liquid Specialty Beverages have signed a new partnership agreement, which will make the new joint venture the largest independently owned liquor wholesaler in Australia.
Paramount has taken an equity stake in Liquid, to expand into Queensland beyond its traditional base in Victoria, South Australia, New South Wales & the Australian Capital Territory.
Director of Paramount, Nathan Rowe, said: “We’ve both always been confident in our ability to deliver a best in class on-premise wholesale solution in our respective markets.
“However, with the evolution of the Paramount Liquor business over the past 24 months and the expansion of our offering into retail, we see this new venture together with Liquid as taking our customer-centric service offering to the next level.”
The joint venture brings together key elements of both businesses and will now service over 9000 on-premise customers across the Eastern Seaboard.
Darren Terlich, Director of Liquid, said the new partnership was a natural fit, given the strong legacies of both families.
“Our family values and customer-service driven business models have always been aligned,” Terlich said. “When the opportunity arose to join forces with Paramount Liquor, we felt that it was the perfect time to make the move.”
The process of integrating the two businesses will commence in early 2022, this will see both suppliers and customers benefiting from a single, on premise focused solution. This will include the adoption of a unified ordering portal, and the Paramount brand.
Supplier partners’ brands will now be marketed and distributed at a national level via five distribution centres, totalling more than 50,000sqm, and career opportunities are expected to increase among the group’s more than 400 existing staff members.