Greenfields Liquor Store’s Victoria Williams has been recognised as one of Western Australia’s standout retail professionals, taking home Employee of the Year at the 30th annual Liquor Stores Association of Western Australia Liquor Industry Awards, presented by Lion.
Known for her customer-first approach, hands-on leadership, and deep understanding of her local market, Williams has played a key role in driving Greenfields’ ongoing growth and reputation within Western Australia’s independent retail landscape.
Reflecting on her win, Williams told National Liquor News that the moment came as a genuine shock – and a career highlight she’ll never forget.
“I was very surprised and excited to be named Employee of the Year,” she said. “It’s been really lovely to be recognised.”
She added that the acknowledgment from her peers made the evening particularly meaningful, marking a proud milestone in her liquor retail career.
That career spans nearly three decades and began in 1997, when an 18-year-old Williams was still studying to become a chef.
“I was training to be a chef but looking for a casual job to fit around my studies,” she explained. “My sister-in-law’s manager at Liquorland wanted to leave early for the day, and he was out of options when my name was mentioned. I raced up to Spearwood from Rockingham, and the job was mine. I spent the next 15 years with Coles Group.”
Williams ultimately made the switch to Greenfields Liquor Store six years ago – a change she describes as transformative.
“Working for an independent liquor store over the last six years has been brilliant compared to my 15 years working for a big corporation,” she said. “Being independent, we have the time to get to know our customers well, which allows us to listen to what they really want. I believe this has been the key to Greenfields’ growth and success over the last five years.”
Williams credits the owner of Greenfield Liquor Store for fostering a supportive and empowering workplace culture.
“I truly appreciate and am thankful for the trust Alok has in me and for the autonomy I have to run the store to suit our customers’ needs while still growing the business,” she said.
That personal touch has helped Greenfields build an exceptionally loyal customer base.
“Many of our customers we see daily or at least weekly,” she said. “I love when we get compared to the ‘big guys’, often hearing that our prices are as good as or even better than our competition. Our customer base is loyal, and they know they don’t need to shop around – it motivates me to keep them happy.”
Williams’ humility is part of what makes her so well-regarded among industry colleagues and customers alike, and her success comes down to genuine relationships.
“I mentioned in my acceptance speech that I don’t feel as though I’m doing anything special – just doing my job the best I can,” she said. “I worked in the store two years before becoming manager, and I believe this helped me to know and understand the local area and our customers well. Everything I do is with that in mind,” she says.
“We take the time to acknowledge our customers. A lot of our 3,000-plus customers a week we know by name – we know what they drink, we speak with them about their families, pets, holidays, their jobs, etc. I listen to their feedback about our range and pricing because if it wasn’t for them, we wouldn’t have our jobs.”
Her key advice is: “Look after your customers and they will look after you.”
Outside of work, Williams’ focus is firmly on family, which she says is her greatest source of happiness and balance.
“My husband and two daughters are my everything,” she said. “After a big week, I love to unwind with a large glass of WA SBS by the pool in summer, or a good Irish whiskey by the fire pit in winter. Those little moments of relaxation at home mean the world to me.”
As for what winning Employee of the Year means, she remains modest but immensely proud of the recognition.
“It’s just nice to be recognised for the work I do and to know that others see the effort that goes in every day,” she said. “It was great hearing all the positive feedback from everyone on Friday night – it really meant a lot. I am so proud of Greenfields Liquor Store and hope I can keep the momentum going, continuing to deliver for our customers and our team.”