By Amy Looker

Western Australia's Liquor Barons is set to launch the second phase of its new advertising campaign next week, which actively promotes responsible drinking.

The 'Cheers WA!' hit airwaves in the lead-up to Christmas, rolled out as a TVC, and supported by radio, press and billboards. 

The new campaign has not only achieved significant results in the weeks since its launch, it also reinforces the message of responsible drinking through its strong food and occasion-based approach. 

Liquor Barons general manager, Chris O'Brien, told TheShout that the banner group specifically launched the campaign to position the group's stores as responsible liquor retailers.

"Late last year we sat down to discuss how the anti-alcohol movement was embarking on a campaign to reduce irresponsible liquor advertising. Our view was that we should get in on the front foot and take the approach that we can develop a campaign that encompasses responsible liquor advertising," O'Brien said.

"We're using a platform that revolves around food and occasion, and 'Cheers WA!' ties in with Liquor Barons being the only WA-owned and operated independent group."

Also crucial to the campaign is the appointment of well-known WA-based chef, Don Hancey (pictured), as the Liquor Barons brand ambassador.

"As part of our brand refresh, our new advertising and marketing campaign features local chef, Don Hancey," said O'Brien. 

"A well-known ambassador for WA food, Don promotes liquor consumption as an activity to be responsibly enjoyed with good food and good company."  

O'Brien said the group has also introduced a 'responsible drink aware retailer' program into all of its outlets in conjunction with the new campaign.

"All of our stores are required to abide by a code of conduct, and we're exceeding the community's expectations on what a responsible liquor retailer should be." 

Kicking off next week is the Australia Day offer, which is occasion-based and spearheaded by Don Hancey.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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