By Shane T Williams in New York City
Liquor Marketing Group boss Doug Misener (pictured) has questioned why none of the players in the liquor convenience channel have met consumer expectations to the extent Dan Murphy's has done with big box.
At this week's LMG Conference, Misener said that just as Dan Murphy's has 'reset' consumer expectations in the Australian liquor industry in terms of big box outlets, LMG is well placed to achieve 'best practice' in the convenience channel.
"We know exactly what convenience consumers want and given LMG's renewed focus on marketing without the distraction of the supply chain, we can work towards best practice in this channel," he said.
"We are now a pure member marketing and services business… the fundamental business model has improved and we are freeing up funds to concentrate on marketing our core brands."
Misener then outlined the current standing of LMG's various banner groups. He said convenience flagship Bottlemart has 663 branded outlets and makes up 57 per cent of the dollar value of the company's business. Fine wine brand Down Under Cellars has 60 outlets, Sip'n Save 65 and big box Harry Brown has five outlets.
Misener told delegates Bottlemart had achieved a respectable 3.7 per cent growth, while Down Under Cellars hit 9 per cent and Harry Brown 12.9 per cent growth.
Misener said that while LMG had performed better than the national average on beer, RTD and spirit sales, there was an opportunity for the company to improve its performance in wine, of which its sales are below the national average.
Misener said a recent move by LMG to scan data at all its outlets in partnership with world leaders in this field, Servian and Informatica, was "fundamental to our business".
"This is a critical enabler for the business to move away from being a data rich to an information rich organisation. Once implemented, we will have one set of numbers that we can have total confidence in."