Endeavour Drinks has acquired a majority interest in Shorty’s Liquor in a strategic move to enter the growing business to business channel where they are currently unrepresented.

Shorty’s Liquor is a leading drinks retailer servicing corporate customers and on-premise venues in Sydney. Its client list includes a number of prominent financial services, legal, and advertising businesses.

The strategic partnership will see Endeavour Drinks work alongside Shorty’s founder, David Short, to support an expansion into Melbourne, Brisbane and other capital cities over the coming years. David Short will continue to lead the business within the broader Endeavour Group.

Endeavour Drinks Managing Director Steve Donohue, told National Liquor News that the initial focus will be on identifying areas where Endeavour can support the entry of Shorty’s into new markets.

“Endeavour sees Shorty’s as complementary to our existing digital businesses and will provide access to the growing B2B channel where we are currently unrepresented.

“From Shorty’s point of view Endeavour has the capacity to provide resources to grow the business and achieve a national footprint as well as providing broader career and development opportunities for the Shorty’s team.

“Our initial focus will be on identifying those areas where Endeavour can add value to the Shorty’s business and the entry of the Shorty’s business model into other markets.

“Developing new growth avenues is a key priority for Endeavour Drinks as we work to connect everyone with a drinks experience they’ll love.

“We have a proud track record partnering with innovative players in drinks having successfully integrated the likes of Dan Murphy’s, Cellarmasters and Jimmy Brings into our portfolio.

“Shorty’s has developed an exciting proposition over the years and we’re pleased to be partnering with them to build a presence in the business to business segment.

“We look forward to partnering with David and his team to offer even better value and more convenience to more corporate customers across Australia.”

Shorty’s Liquor Managing Director David Short said: “We’re thrilled to be partnering with Endeavour Drinks to help fuel our next wave of growth.

“We’ll benefit greatly from tapping into Endeavour’s national supply chain, while also retaining our agility as a distinct business within the group.”

In July 2019, Woolworths Group announced a plan to combine its drinks and hospitality businesses – Endeavour Drinks and ALH Group (‘ALH’) – into a single entity.

In December 2019, Woolworths shareholders approved a Restructure Scheme to combine Woolworths Group’s drinks and hospitality businesses to create Endeavour Group. Woolworths Group intends to implement the ALH Merger to combine Endeavour Group with Bruce Mathieson Group’s interests in ALH in February 2020.

Following the Restructure and ALH Merger, Woolworths intends to pursue a separation of Endeavour Group from Woolworths by way of demerger or other value accretive alternative. Separation of Endeavour Group by demerger will require shareholder approval.



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....

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