Recognised by judges for its commitment to quality and customer experience, Inglewood’s DeVine Cellars has been awarded the title of Metropolitan Retailer of the Year at the 2025 Liquor Stores Association of Western Australia (LSA WA) Awards.
This is not a first for the store that has taken home more than six major LSA WA awards in its 27-year history.
Managing Director Ross Tamburri said this year’s award has been especially humbling and an honour for the whole team.
“We’ve been in the industry for a long time, so we’re all very proud of what we have been able to achieve. Our team works so hard and it’s great for that to be recognised by our peers, industry members and our community,” he told National Liquor News.
Despite the challenges of the liquor retail environment over the past 12 months, Tamburri said the award win is a result of the team’s holistic focus on service and community.
“It’s in everything we do from our relationships with the liquor industry representatives, how we present our stores, our product range, our community participation and our focus on responsible service of alcohol.
“We’re trying to be leaders in the industry rather than followers so that means we’re really engaged in looking after our community and all while offering great products. Drinks are something to be enjoyed so I think that’s encompassing in everything we strive for,” he said.
Working together to create memorable experiences
For Tamburri, what sets DeVine Cellars apart is a focus on customer experience that starts by curating a diverse, balanced and dynamic range of products in-store.
“In my opinion, I think we have one of the most dynamic stores in the industry. Our aim is balance. That means we have top end wines in a devoted cellar along with local, interstate and international wines of all prices. Our beer and spirit categories are well covered too.
“What sets us apart is that those choices are always changing, we’re happy to adapt to what the community asks for – whether that’s something they’re keen to try or they discovered in a restaurant or overseas but want to enjoy at home,” he continued.
Adaptability is something Tamburri emphasised has helped the business to stay relevant. And although that is no easy feat, it’s teamwork that makes it possible.
“It’s not just one person out there looking at products but all of us play our part. We’ve got a purchasing officer, but then the whole team, including, the directors and even the casual staff, they all get a chance to try a product, and say yes, we like this product or no we don’t. To us, it’s important to believe in the product and see how it fits the bigger picture.”
With 15 staff members across two stores, Tamburri said the team’s enthusiasm for the liquor industry continues to have a positive impact on the business overall.
“We really push our team, and it still amazes us that they just genuinely love working for us. They love being here and it makes a difference. I think you can train people to do anything, but it’s hard to train passion. So, when our people enjoy doing what they do, it gives us the ability to achieve more.”
Tamburri said DeVine Cellars success has also been a result of the team’s ability to build community relationships through trust and consistency.
“It’s taken a lot of a lot of time to develop trust with our customers. They believe in what we do, what we say and offer. We’ve also established integrity. People in Perth know our name but that has taken time and patience to develop.”
One of the most challenging parts of the industry is customer loyalty, and with many drinkers focused on value, DeVine Cellars remains focused on service and product loyalty.
“There’s a lot of competitors, but we maintain such a great range that people know they might only be able to find what they want with us. We also focus on fair pricing and specials in-store to go along with quality customer service. I think together it keeps people coming to see us,” said Tamburri.
Looking ahead, he said the goal for DeVine Cellars is to maintain the standards already set.
“It’s just continuing to build upon our foundations and being at the front of the industry because it’s always changing, so we are always striving to be relevant.”