By Amy Looker

Western Australian banner group, Liquor Barons, is gearing up to take over the airwaves this summer, following the launch of a TVC campaign that ties into the group’s broadcast sponsorship activity with Channel Nine’s 2011/2012 International Summer of Cricket.

The ‘We Know Our Drinks, We Know Our Drinkers’ is the first TVC campaign for Liquor Barons in 15 years, and features eight TVC’s that share witty anecdotes about alcohol with viewers.

The series will be broadcast across Western Australia from December 2011 through to March 2012.

Liquor Barons general manager, Chris O’Brien, told The Shout that the campaign is a brave shift in strategy for a regional group, with the campaign being specifically created to build on Liquor Barons' brand personality.

“With a limited production budget we had to find a way to cut through to the audience and, with the help of an excellent creative agency, we developed this series of quirky spots that will deliver on cut-through and position Liquor Barons as the place to go to for knowledge, experience and range,” O’Brien said. 

“Liquor Barons are actively embarking on a strategy to differentiate ourselves from the pack, and we pride ourselves on extensive product knowledge and outstanding customer service that comes from knowing the individual needs of our clientele. We wanted a campaign that had real cut-through and delivered a strong brand personality for Liquor Barons that we can build on in the future”.

The campaign will be supported by in-store point-of-sale material, website, radio and social media channels during the campaign period.

Liquor Barons was recently Banner Group of the Year at the 2011 Australian Liquor Industry Awards (ALIA).

The Shout Team

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

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