Thirsty Camel Forum takes members to the Next Level

Thirsty Camel’s 2025 Forum, held in Perth from 17–21 August, lived up to its theme of ‘Next Level’, bringing together more than 260 Victorian members and suppliers – the biggest turnout in the event’s history.

The five-day program combined serious business discussions with memorable networking and social occasions, underscoring Thirsty Camel’s ongoing drive to innovate while empowering members to deliver stronger results in-store.

Rebates that reward members

Thirsty Camel Victoria’s General Manager, Adrian Moelands said of the event: “This Forum was about setting the bar higher and now it’s time to deliver. We’re backing our members with increased rebates, investing in digital ticketing to make price changes instant, and sharpening our focus on in-store execution. Clean, consistent, well-run stores are where the wins are made, and we’re committed to giving our network the tools and incentives to make that happen.”

To further strengthen member margins, Thirsty Camel announced the roll out of significant rebate increases across key categories. Wine rebates will rise by 25 per cent, while Spirits, RTD and Cider will see a 15 per cent uplift. These increases ensure that Thirsty Camel members are better rewarded for their compliance and commitment – putting more money back into their businesses and reinforcing Thirsty Camel’s position as the network that invests in its own.

A Forum of record-breaking scale

The record attendance in Perth spoke volumes about the strength of the Thirsty Camel network and the appetite among members to sharpen their competitive edge. The Forum provided a unique opportunity to step away from day-to-day trading pressures, take stock of the business’s evolution, and explore new ways to engage customers more effectively.

Business sessions were complemented by a supplier expo at Optus Stadium, where the latest products, initiatives, and promotional tools were showcased. Social highlights included a lively Fremantle pub crawl, a special guest appearance from cricket legend Adam Gilchrist at Optus Stadium to introduce his new tequila, El Arquero, and a spectacular gala dinner at Sandalford Winery in the Swan Valley.

Thirsty Camel has spent recent years building a suite of innovative programs – from its flagship Hump Club loyalty initiative, through to Top Drops, e-commerce platforms, and the Camel Academy training system. The ‘Next Level’ theme reflected the group’s desire for members to now focus on execution: improving a little bit every day, lifting staff engagement, and embedding best practices consistently across stores.

As members were reminded during the sessions, innovation means little unless it is backed by strong execution in-store. Clean, tidy, well-run venues with engaged teams will ultimately be those that extract the full benefit from Thirsty Camel’s evolving tools.

Hump Club V3: Driving loyalty and growth

A key highlight of the Forum was the presentation on Hump Club V3, delivered by Thirsty Camel’s Loyalty & Digital Marketing Manager, Rachel Brown. The program has been a cornerstone of the brand for 15 years, but its latest evolution is setting new benchmarks for customer engagement and profitability.

Brown explained that the move to version three was essential to deepen customer relationships and outpace competitors.

“Loyal customers are more profitable than non-loyal ones,” she told delegates. “They spend 67 per cent more, have a 306 per cent higher lifetime value, and are much less price sensitive. That’s why building loyalty is central to everything we do.”

The numbers spoke for themselves. In the past 12 months alone, Hump Club delivered 85 per cent revenue growth, 70 per cent transaction growth, and 38 per cent membership growth, compared to the prior year. Customers enrolled in Hump Club also spend on average, $19 more per transaction than non-loyalty customers.

The rollout of V3 has already shown strong traction, with average basket sizes rising sharply among those redeeming multiple offers. Brown urged members to make Hump Club a daily habit in-store.

“None of the innovation matters unless your staff buy in,” she said. “If you’re at a 15 per cent tag rate, aim for 30. If you’re already at 30, aim for 50. This is how we take loyalty to the next level.”

At the gala dinner, awards were presented to recognise standout store performance, with the Portland Hotel taking home Best Hump Club Store of the Year, Commercial Hotel Yarram winning Highest Tag Rate, Thirsty Camel Echuca West securing Most Completed In-Store Sign Ups, and Grandview Hotel being named Most Improved Store.

Alongside Hump Club, Thirsty Camel unveiled two major new initiatives designed to improve retail execution.

The first tackled the longstanding challenge of Hotspot execution. While these high-visibility product displays are powerful sales drivers, some members have hesitated to use them due to theft concerns. To address this, Thirsty Camel introduced a new lockable retail unit that allows high-value stock to be showcased safely and consistently across the network.

The second innovation was Digital Ticketing, offering members a faster, smarter, and more environmentally friendly way to manage pricing and promotions. Digital ticketing will allow stores to update prices in minutes, run late-week specials or knock-off drink offers, and improve compliance across the board. By co-investing in this system, Thirsty Camel is equipping its members with the tools to respond to shopper trends in real time.

A major highlight of the Perth Forum was the keynote address from Bastien Treptel of Ironclad ID, who spoke about the role of artificial intelligence in shaping the future of retail and hospitality.

Treptel’s presentation offered members an eye-opening look at how AI is already transforming consumer behaviour, operations, and data-driven decision making, and how independent retailers can harness these tools to remain competitive.

His message reinforced the Forum’s theme: the future belongs to those willing to level up, adopt new technologies, and continuously adapt.

A spirit of collaboration and celebration

Beyond the business agenda, the Forum emphasised the strength of Thirsty Camel’s culture. From supplier showcases to the Fremantle pub crawl and the gala dinner at Sandalford Winery, the program provided ample opportunity for networking, collaboration, and celebration.

The Forum also provided space to celebrate resilience in what has been a challenging trading environment. Members were reminded that Thirsty Camel remains the third-largest independent retail brand nationally and continues to punch above its weight thanks to its distinctive, upbeat positioning and engaged network.

Looking ahead, the Forum made it clear that the building blocks for success – loyalty programs, digital tools, training, and supplier partnerships – are firmly in place. The task now is to ensure consistent execution, with every store aiming to raise its standards just a little more each day.

As Brown summarised in her Hump Club presentation: “Our job is to make your life easier and your business better by adding value. But we need you to buy in. Leveling up isn’t optional – it’s the only way forward.”

With record attendance, an ambitious agenda, and a clear message of continuous improvement, Thirsty Camel’s 2025 Forum set the tone for a new era of execution excellence. If Perth was about taking things to the “Next Level,” the momentum now rests with members to carry that spirit back into their stores — and turn innovation into results.