Liquor Legends has appointed The Pistol agency to lead its retail media program and enable the go-to-market strategy to drive growth and customer engagement.
The Pistol will deliver the program through its Zitcha retail media platform, which Liquor Legends CEO John Carmody says will bring a new standard to its retail media space and engage retail suppliers and advertisers.
“The Pistol has been an invaluable partner in our growth journey,” Carmody said.
“Their depth in technology, data, and analytics has enabled us to launch a truly innovative retail media program that puts transparency and performance first. With their retail media experience and our longstanding partnership, we’re confident this program will redefine how our supplier partners engage with customers across our network.”
The new retail media strategy will harness rich first-party data provided by consultancy firm Summit Insights to enable more precise targeting, predictive insights, and a fully integrated omnichannel media approach. Designed to help suppliers grow their market share, the program delivers tailored messaging at the right time across ecommerce, in-store and on-premise environments.
Liquor Legends, which has more than 350 outlets, including Urban Cellars, holds a distinctive position in the market. With a presence across retail, ecommerce and licensed venues, the group offers valuable access for both endemic and non-endemic brands to reach highly engaged consumers at key decision-making moments.
The Pistol’s CEO Jaime Nosworthy said: “Retail media shouldn’t be a black box, it should be a growth engine that’s accessible, measurable, and mutually beneficial. That’s exactly what we’ve built with Liquor Legends.
“This is retail media done differently, backed by deep data, enabled by proprietary technology, and proven through global experience.”
Liquor Legends has worked with media and technology agency The Pistol for more than five years. Their expanded partnership into the retail media space represents the next phase in their collaboration, establishing a fully integrated media ecosystem aimed at delivering strong commercial results.