Drakes Supermarkets is rebranding its liquor arm under a new identity, launching Drakes Cellars across six South Australian locations from 30 June.
The stores – previously operating under the Cellarbrations banner – are located in Aston Hills, Eyre, Findon, Gawler East, Mount Barker, and Wallaroo.
The launch of Drakes Cellars is the next step in enhancing Drakes’ commitment to providing local customers with exceptional convenience, quality, and value, now extended into wine, beer, and spirits.
Paramount Liquor has been appointed as the exclusive supply partner – a move that reflects Drakes’ focus on independence, family ownership, and strengthening local partnerships.
“Partnering with Drakes is a natural fit,” said Leigh Rowe, Director of Paramount Liquor. “We’re both family-owned businesses that back ourselves, back our people, and back our vision for growth. This partnership is built on trust, shared ambition, and a clear goal, to create something better for South Australian liquor retail. We’re proud to support Drakes as their primary liquor supplier and banner group, and we’re excited about what we can build together.”
Drakes Director John-Paul Drake said the new direction for the group’s liquor retail brand allows for greater customer engagement and local alignment.
“At Drakes, we’re here for a good time and a long time. We’re extremely proud to be working alongside another Aussie business to give our customers more choice in what they can buy. As the largest independent and family-owned businesses in our respective industries, it’s like wine and cheese – a match made in heaven.”
To celebrate the launch, Drakes Cellars stores will host tastings with some of South Australia’s best local wineries, breweries, and distilleries. There will also be exclusive special offers in-store, while the new online platform at drakescellars.com.au will support click & collect and delivery.
Drakes operates 68 supermarkets nationally and turns over more than $1 billion annually, making it Australia’s largest independent grocery retailer.
Well that good to read for Aust wine industry and hope it help local wineries in Adelaide as we have good wine here thanks JP. Drake Hope price will help us in buying local wineries!!!