BWS has launched an innovative new beverage-chilling technology, V-Tex, at its Gordon store as part of a broader push toward sustainability, operational efficiency, and enhanced customer experience.
Scott Davidson, Managing Director at BWS, told National Liquor News, the initiative is the result of an eight-year collaboration with the Brian Cummins Group and the V-Tex team.
“At Endeavour Group, we’re all about innovation that makes life easier for our customers,” Davidson explained. “We’ve been backing V-Tex since day one, from its early prototype stages eight years ago to its commercial launch today. It’s been a true collaboration with the Brian Cummins Group and the V-Tex team, with plenty of input along the way to help refine this game-changing technology.”
According to Davidson, BWS Gordon was chosen as the launch site for its customer engagement and store layout.
“BWS Gordon was the perfect testing ground. It has a progressive store layout and a highly engaged local customer base which makes it the ideal spot to showcase V-Tex and gather valuable feedback,” he said.
Sustainability front and centre
The V-Tex technology is also playing a pivotal role in helping BWS and its parent company, Endeavour Group, hit ambitious environmental targets.
“V-Tex is a sustainability win on all fronts,” said Davidson. “It’s up to 90 per cent more energy-efficient than traditional open-display fridges, uses a natural refrigerant with a near-zero environmental impact, and helps us hit Endeavour Group’s targets for renewable energy and net zero emissions.”
He added, “One unit chilling 50 bottles a day uses less than 700 kWh annually. That’s under $200 in electricity, or roughly 50 bottles chilled for just 50 cents. Combine that with a refrigerant that has a Global Warming Potential (GWP) of just three (compared to 1,000+ in traditional systems), and it’s clear V-Tex is a game changer for both energy savings and carbon emissions.”
Davidson told National Liquor News that feedback from customers has been overwhelmingly positive.
“Customers love it. They’re amazed at how fast it works, and many didn’t believe it was possible to chill a bottle in under three minutes until they saw it in action,” Davidson said. “The V-Tex unit has become a conversation starter, with team members showing it off live in-store.”
He added that the system supports customer spontaneity: “It’s all about spontaneity for our customers as they can now grab a chilled wine or beer on the way to dinner without any hassle.”
Operational gains
Beyond customer satisfaction, Davidson said the V-Tex technology is delivering operational efficiencies that outpace traditional refrigeration methods.
“Operationally, V-Tex is transformative. It uses up to 90 per cent less energy than upright open-display fridges and occupies a fraction of the floor space,” he said. “This efficiency allows us to free up valuable planogram space traditionally allocated to chilled products, enabling BWS to offer a broader ambient range than our competitors without compromising on cold availability and creating a very ‘Chilled’ customer experience.”
He also highlighted the long-term cost benefits, saying: “The reduction in long-term running costs is another significant benefit, particularly for high-traffic stores, and ensures our in-store purchases and online deliveries from Gordon are always chilled to perfection.”
The Gordon trial is part of a broader evaluation strategy that could pave the way for a national rollout.
“The trial at Gordon is helping us benchmark success across key areas: customer satisfaction, operational efficiency, energy savings, product versatility, and store team engagement,” Davidson said. “We also have the units installed in five Dan Murphy’s stores across Sydney.”