Cellarbrations has become the first liquor store to ever win the Roy Morgan Customer Satisfaction Best of the Best Award, breaking a four year streak of car manufacturers taking out the top spot.

The Roy Morgan Customer Satisfaction Awards are calculated by survey results, where respondents name the companies they deal with in various categories across more than 30 industries, and rate how satisfied they are with them. Throughout the year, Roy Morgan names monthly winners in each category, with the annual awards going to the company with the most of these wins.

Part of ALM’s network of Independent Brands Australia (IBA) banners, Cellarbrations was named the top liquor store for eight straight months in 2021, going on to win the annual Liquor Store of the Year category. And with an average customer satisfaction of 96.6 per cent across the whole year, it came out on top of every category winner to achieve Best of the Best status.

Behind Cellarbrations was Car Manufacturer of the Year, Isuzu Ute, which had six monthly wins in 2021 and a final average score of 96.1 per cent. Isuzu had won the best spot in 2018 and 2020, with fellow car manufacturer Lexus scoring the title in 2017 and 2019. The Cellarbrations win breaks this streak, and while other liquor stores have come close to Best of the Best, this is the first actual win for the industry.

Michele Levine, CEO of Roy Morgan, said the performance of Cellarbrations is incredible, showing the value of the industry right now to beat out a range of other powerful industries and global companies.

“Cellarbrations notched up eight straight monthly victories during 2021 and is the first Liquor Store to take out the presitigious Roy Morgan ‘Best of the Best’ Award,” Levine said.

“Liquor stores were considered essential services during the COVID-19 pandemic and Australians forced to spend extended periods at home were able to frequent the stores to keep supplies of their favourite drop topped up. Rival store First Choice Liquor finished a close second to Isuzu Ute in last year’s ‘Best of the Best Award’ during the first year of the pandemic.

“There were several companies to follow up with consecutive finishes in the top 10 of the ‘Best of the Best’ including Supermarket of the Year ALDI with an average customer satisfaction rating of 95.1 per cent in fourth place and Handset of the Year winner the Apple iPhone on 94.3 per cent in seventh place.”

Speaking of the award, Metcash’s ALM CEO, Chris Baddock, said: “As the saying goes, success has many friends. This is spot on in this case with so much commitment from our independent retailers, our supplier partners and the entire team at IBA ALM who are all dedicated to championing successful independents.

“Cellarbrations is a wonderful example of the local independent retailer servicing their local community with the right range and service, while using the national retailer services and scale provided by Independent Brands Australia (IBA).”

Brydie Allen

Brydie Allen is the Editor of National Liquor News. She has been with Food and Beverage Media since 2019, when she joined the company as a journalist across National Liquor News, Bars & Clubs, The...

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