In 2024, Copper & Oak continued its impressive growth, earning multiple accolades including Best Metropolitan Liquor Store and Best Western Australian Liquor Store. These recognitions reflect the business’s deep commitment to quality service and customer experience, with the Perth-based retailer demonstrating resilience and innovation in a changing landscape.
Founders Jose and Nelio Pestana reflect on the achievements of the past year and the ever-evolving landscape of liquor retailing, revealing how their focus on customer experience and community has shaped their success.
One of Copper & Oak’s key milestones in 2024 was the successful renovation of their Guildford store. Initially taken over in late 2022, the store underwent six months of extensive renovation, including updates to the 1853 red brick building. These changes not only improved the retail space but also allowed for the addition of more shelving, fridges, and a broader product range, with a particular focus on local wines, beers, and spirits from Swan Valley and Perth Hills. This move brought the store closer to the heart of its community, enhancing the shopping experience for both consumers and local producers.
Nelio Pestana shared: “The Guildford community, and broader Eastern suburbs and Perth Hills, have been incredibly welcoming. Even now, there’s still new customers discovering what we do, which is always exciting.”
Adapting to changing trends and consumer behaviour
The retail liquor industry has evolved significantly over the past two decades, and Copper & Oak has kept pace with changing trends. According to Nelio, consumers now have greater access to information and are more influenced by viral trends, particularly through digital platforms. This shift has led to a growing openness among consumers to explore new wine varietals, cocktails, and beers, a shift that has been accelerated by post-Covid travel and a rising interest in international beverages such as Italian and Greek wines, as well as Japanese sake.
Jose Pestana noted: “If there is an overall trend it’s that consumers are now more open to trying new things and that is the recipe which Copper & Oak was built upon. For the last 20 years we have consistently had one of the largest liquor ranges in Western Australia across the spirits, beer and wine categories.”
Looking ahead to 2025, both Jose and Nelio are focused on maintaining the balance between traditional and emerging trends. Jose observed that the trend towards moderation has gained momentum, with consumers opting for drinks with lower alcohol by volumes (ABVs) or premium products in smaller quantities. This shift in consumer behaviour will likely continue, with Copper & Oak adapting to the demand for quality over quantity.
“Look after the customer. Focusing exclusively on price at the expense of value doesn’t build community or culture.”
Nelio Pestana, Co-Owner, Copper & Oak
With the growing competition from online retail, Copper & Oak has remained committed to providing the same level of service online as it does in-store. The company’s use of video on social media has helped bridge the gap between the bricks-and-mortar experience and the digital world, keeping the brand engaging and accessible.
When asked about advice for the next generation of liquor retailers, Jose emphasised the importance of staying true to one’s purpose.
“Have a really good understanding of who you are, why you do what you do, and who you do it for. This will help you better look after your customers, build industry relationships and help you through the challenging times.”
Nelio added: “This is an incredibly fun industry. It’s hard work, but so rewarding, and the people are amazing.”
For Copper & Oak, the key to success lies in understanding both their customers and their role in the broader community. As the business heads into 2025, they remain focused on delivering quality products, exceptional service, and continuing to adapt to the ever-changing landscape of the liquor retail industry.
This article originally appeared in the 2025 Industry Leaders Forum edition of National Liquor News.