Australia’s liquor retail industry is an incredibly diverse landscape, from pioneering new trends to upholding time-honoured traditions. But beyond the brands and products, it is the individuals within this industry whose passion and dedication create such a dynamic market.
In each instalment of our ‘Five minutes with…’ series, National Liquor News puts the spotlight on a key figure in the industry, sharing a glimpse into their personality and the experiences that underpin their achievements.
Each fortnight, we will dive into the professional accomplishments and unique perspectives of our industry’s dynamic leaders, uncovering their personal stories of success.
This week, we sat down with Adrian Moelands, General Manager of Thirsty Camel Victoria, to talk about his diverse industry experience, why he loves his role, and his plans for the year ahead.
After finishing school, Moelands originally worked as a fitter and turner, and later mechanical engineer, but found himself drawn to the liquor industry by a desire to work in a more active role. He worked for Carlton & United Breweries (CUB) for 10 years, during which time the business was overseen by six different parent companies, exposing Moelands to a variety of different management styles. Following a stint with Mars during its merge with Wrigley, Moelands joined the team as General Manager of Thirsty Camel Victoria in 2019.
NLN: What sets you up for success in your role as General Manager?
AM: If I look back at my journey, I’ve been lucky to be able to do it from the ground up. I was a rep for years. I think that through all those opportunities, I’ve learned a really balanced approach and understand a lot of what happens. I know what our guys go through on the road. I know it’s not easy. When our key account managers come in, I know what they’re trying to do because I used to do it myself, and I can sympathise with them because they have targets that they’re trying to hit. I think all of those experiences have set me up to be in a position to be successful.
The great thing about CUB was that within one business, I really worked for six businesses and learned six different ways to lead people, coach people, and educate people. Some were really hard, some were lovers, and I got to see that. I got a great deal of experience, from leading teams to key account management to national account management and being responsible for profits and losses. I was really lucky.
NLN: What are some of the key milestones or lessons in your career that have shaped your understanding of the industry?
AM: When I first started leading the Gippsland sales team at CUB, I was really hard on people. I sat down with a guy one day who had been with the brewery for 35 years, and he said to me, ‘Why don’t you catch your people doing something good? You’re good at catching people out, so find someone doing something good and celebrate it.’ That was such good advice. It’s probably the best advice I’ve ever had.
The second thing is to be grateful for what people do. One day, the same guy asked what I was doing on the weekend, and I said I was going out to dinner with my now wife. He said to buy a bottle of wine on the business. It wasn’t hundreds of dollars, but it was a $66 bottle of Coldstream Hills Pinot. I remember it clear as day. It was up a level, I would usually buy something for $30, and I learned that something small can mean so much.
The other thing is I just always had a crack. If it doesn’t work, don’t worry. What can go wrong? I say it all the time in the office. “Why don’t we try this?” Everyone will find all the reasons why we shouldn’t do it, and I’ll find a reason why we should give it a go. It will either work, or if it doesn’t work, you’ll learn something.
NLN: What are you ambitions for the year ahead?
AM: We want to grow our membership the right way. We don’t want loads of members; we want the right members. We must also continue to chip away at e-commerce and be relevant.
Loyalty is our big play, and it’ll be a long-term build for us. Our task is to continue making sure our brand remains fun and edgy. That’s probably our biggest piece.
I think we do loyalty well, and we’re constantly working on new innovations to offer our Hump Club members more value. Gamification is something that we’re continuing to explore in a big way, following a successful trial of the Can Smash Footy Finals digital game.
While we’re always focused on growing Hump Club awareness in the Victoria market, we also understand there’s a big opportunity to incentivise our members to drive the program in their stores. With the Store of the Year program, we can reward members for reaching their Hump Club targets. If they hit their targets, they unlock rewards like free tickets to our annual forum. Instead of just focusing on how we market to consumers, we’re also focused on how we market to our membership.
NLN: What keeps you inspired?
AM: I love the challenge. I love what I do. I say to the board, I will do this until I don’t love it. I love the brand, I love our industry, and I think we’re really relevant within the industry. The team are amazing. They understand the brand, they understand what it is. They love their members, who have their own skills sets. You don’t have to be really good at liquor. It’s about getting the right skill sets.
I think our office is amazing as well. It’s so much fun, and I think it’s on brand. People can come up and enjoy it and have a good time there.
We just continue to be different and find a different way. We understand what the trends are, and then figure out how to do it our way. We’re in a really lucky position where we can push the boundaries and not get in trouble but have fun.
NLN: Outside of work, how do you enjoy your spare time?
AM: I have two kids, so I spend a lot of time them. Patrick is 11 and Lucy is nine, so I’m very busy with their sport. I love footy. I love AFL. I love all sport. I love to run, and get out, and be busy.
It doesn’t matter what the scenario is, if anyone asks me how I am, I always say amazing. I might not be, but I just say I am. It’s an attitude. If I say it’s good, eventually I’ll be good. You can make it a choice.