Fassina Liquor Stores, a cornerstone of South Australia’s liquor retail scene, is celebrating an incredible milestone – its 50th year of trading.
Founded by Joe and Ross Fassina in 1975, the business has not only withstood the test of time but thrived, thanks to a blend of innovation, dedication, and a commitment to local customers. As it celebrates its golden anniversary, the business is in its third generation of family ownership, led by Adam and Elise Fassina, who continue to carry forward the values passed down through the generations.
“We are so proud to have reached this milestone,” said Elise Fassina. “It’s a testament to the hard work of my grandfather Joe, my father Ross, and my aunt Eleanor, who built this business from the ground up. Joe was well-loved in the local community, and it’s heartwarming to hear stories about him even today.”
A future focused on technology and customer service
Looking ahead, Fassina plans to continue its evolution, embracing technology to enhance the customer experience.
“Our next phase will focus on offering a more seamless shopping experience, both online and in-store,” she explained. “We’ve already built 50 years of expertise in the South Australian market, and we’re excited to use that knowledge to grow and compete with the bigger players in the industry.”“Our next phase will focus on offering a more seamless shopping experience, both online and in-store.”
As part of the strategy for future growth, Fassina Liquor is upgrading its systems to provide even better service.
“We’re taking our time to make sure everything is perfect,” Fassina added. “When the new system rolls out, our customers will love the enhanced store experience and loyalty program.”
But what truly sets Fassina Liquor apart from its competitors is its focus on customer service. Fassina notes that this personal touch is the foundation of their continued success.
“We offer real customer service. Whether it’s carrying a carton to someone’s car or sourcing a product, we go the extra mile. We’ve lasted this long because we’ve built trust with our customers through consistent, honest service.”
Support for local suppliers is also a critical element of Fassina’s identity.
“We’re passionate about showcasing South Australian products,” said Fassina.
“There’s been a shift in young people’s preferences towards lighter wines like Pinot Noir and Rosé, and we’re expanding our range to meet that demand. We’re also seeing an explosion in interest in Limoncello Spritz, which has become a great entry point for younger consumers to explore wine.”
For 2025, Fassina Liquor is planning a range of special promotions to mark the milestone year, including premium masterclasses with well-known wine experts, tastings, and rare prizes for loyal customers. Additionally, the company will spotlight its impressive collection of rare back-vintage wines, including a significant selection of Penfolds back vintages.
“Our large warehouse helps us offer great value every day, even with price volatility in the market,” Fassina noted. “This is the perfect time to highlight our unique offerings, especially our back-vintage wine collection.”
As Fassina Liquor celebrates its 50th year, the company remains focused on its core values: customer service, local products, and innovation. With a clear vision for the future, the family business is ready for another 50 years of success.
This article originally appeared in the 2025 National Liquor News Industry Leaders Forum edition.