Retail unfiltered dives behind the counter to uncover the real people of Australia’s liquor retail industry. This week we meet Guy Southern, Retailer at Copper & Oak Liquor Merchants and long-time drinks writer.

Southern’s career has been anything but conventional, spanning FMCG, HR, beer blogging, and now retailing at one of Western Australia’s most highly regarded independent liquor groups. His journey is defined by a consistent passion for people, culture, and community, which has guided every turn of his professional life. After two decades navigating various store management roles, multi-site supervision, development positions, and HR responsibilities, he transitioned into what he describes as “a very flexible working arrangement” in 2015.

Even before that, Southern had begun blogging about beer as a creative outlet. With more time at his disposal, what started as a hobby quickly expanded into a serious focus, opening doors to judging competitions, hosting events, collaborating with institutions like the State Library of Western Australia, and writing for The Crafty Pint for more than a decade.

His move into retail came almost by accident during the early days of the pandemic. An industry contact suggested he lend a hand to Copper & Oak’s Pestana brothers Jose and Nelio, and what began as a single four-hour shift soon grew into something much more substantial.

“We still laugh now that a one-off gig became something greater, but there’s always been mutual respect and understanding, for each other and for what we do. The Pestana’s have allowed me to grow into and with the business, alongside my work in the greater beer industry,” Southern explained.

L-R: Jose Pestana and Guy Southern. Source: Supplied

Connecting people, culture and community

For Southern, the biggest reward of retail lies in human connection. He thrives on bringing together exceptional producers and customers and finds the work energising and informative for his writing and consulting. His passion extends beyond transactions, focused on developing and celebrating culture both in-store and across the broader industry.

“There’s also something about the speed of change that resonates with me. It’s a dynamic industry, one which challenges and energises my curious nature,” he said.

Outside the realm of beer and wine, Southern’s interests reflect the same dedication to experience and mindfulness. A devoted music fan with a growing vinyl collection, an avid home cook often preparing Asian cuisine, and a lover of early morning family trips to the beach, he also confesses a minor obsession with branded beer glasses.

“I have a storage problem, not a glassware problem,” he says.

Copper & Oak Guildford has earned its reputation not just for range, but for its community focus and personal approach to retail. Southern describes their ethos as rooted in relationship-building with suppliers, customers, and the broader community.

“Every person that walks through the door is greeted and recognised, much like every product is chosen for its inherent quality and value, be that high end whisky or a Tuesday night red wine,” he said.

From sponsoring local awards to curating in-store playlists, the aim is always to enhance the customer experience through authentic care and passion.

Trends, tech and the future of retail

Looking ahead, Southern believes the next big trend in liquor will be authenticity. He stresses that retail success hinges on asking the right questions about purpose and audience and delivering experiences that are effortless and real.

“It’s important to remember that the best stuff happens around the glass, not in it. All libations facilitate experience; however, the authentic ones add a little more magic and build stronger brand connection,” he said.

While he recognises the potential benefits of artificial intelligence for forecasting and reporting, Southern is cautious about its limitations, noting that human connection remains irreplaceable.

“Yes, there are benefits – especially in forecasting and day to day reporting – but remember that AI is purely transactional – zero context, zero care. Isn’t life more interesting and thoughtful with imperfect humans?”

Expansion has posed challenges, but also opportunities for growth. Opening a second location in Guildford required adaptation and collaboration, yet the focus on grassroots relationships has transformed the store into a hub for the local community.

“Over time, this trust has built a community hub for Guildford, the Swan Valley and the surrounding areas, and created space for us to do more of what we love doing,” Southern explained.

Reflecting on the wider industry, he highlights the need for greater transparency, competition, and recognition of retail as a meaningful career path.

“Wine Australia’s recent findings and recommendations into clarity for private label branding are a step in the right direction. And liquor retail needs better representation as a valuable and exciting career path. Our industry celebrates the best liquid that Australia produces, so welcoming more talented, passionate people into it can only be positive,” he said.

Ultimately, the heart of Southern’s work remains people – customers, suppliers, and his team. Sharing experiences, learning, and laughing with them is what makes the long hours worthwhile. And when the day ends, he reaches for a crisp, refreshing Pilsner or a hoppy West Coast IPA, always with an eye on discovering the next great drink.

For more exclusive content from National Liquor News, subscribe to our weekly newsletters here.

You can also join Australia’s largest network of liquor retail professionals on LinkedIn, Facebook and Instagram.

Deborah Jackson

Deb joined Intermedia in 2015 as Editor of National Liquor News and Deputy Editor of The Shout. Since then, she has also worked as the Editor of Beer & Brewer and the New Zealand title, World of Wine....

Leave a comment

Your email address will not be published. Required fields are marked *