Independent Liquor Retailers (ILR) has carved out a distinctive position in Australia’s retail landscape – one that balances national buying power with deeply local relevance.
For CEO Anthony Abdallah, the group’s continued growth lies in its ability to deliver both scale and authenticity in equal measure.
“Customers choose independents because they value trust, community and choice, and our model amplifies that by backing local retailers with structured programs that drive consistency and profitability,” Abdallah said.
At the heart of ILR’s approach are programs and partnerships that strengthen its members’ competitive edge – from pricing and rebates to data-driven category strategies and digital tools.
“Competitive pricing, rebates and tailored category execution sit at the core, while initiatives like the Beer Program, loyalty and e-commerce give members a real performance edge,” he explained.
That combination of local connection and collective strength has become ILR’s hallmark.
“Our stores are deeply embedded in their local communities, yet benefit from the strength of group buying power, supplier partnerships and data-driven insights,” he said. “Other retailers compete on price and tech, but ILR competes on trust, agility and authenticity. In short, we deliver scale with a local soul, and that’s proving priceless in today’s retail climate.”
Shaping the independent future
Abdallah said the independent liquor landscape is evolving quickly, driven by new consumption habits and social trends.
“One of the key trends reshaping the independent liquor landscape is the rise of ‘mid-tempo’ socialising – picnics, casual gatherings and the at-home 4–7pm occasions,” he said.
“These moments are changing category dynamics, driving growth in smaller wine formats, chilled RTDs and premium beers made for easy entertaining. ILR members are adapting through flexible merchandising, tailored promotions and strong supplier partnerships that ensure timely new product launches.”
While Australians may be drinking less overall, Abdallah said they’re drinking better – a shift that continues to benefit ILR stores.
“Premiumisation remains a powerful driver. Australians are drinking less but spending more, trading up to boutique wines, Japanese beers, one-litre spirits and innovative RTDs,” he said. “Our members can respond quickly with premium programs, private label ranges and small-batch brands that deliver both value and margin.”
Technology is also reshaping how independents compete, particularly as customers increasingly expect the same level of digital convenience as they do from larger chains.
“From e-commerce to loyalty and customer rewards, ILR is working closely with individual stores to tailor solutions that suit their customers,” Abdallah said. “These tools keep independents agile, connected and competitive in an evolving retail environment.”
Building partnerships on trust
Abdallah said that ILR’s partnerships with suppliers are founded on transparency and collaboration.
“Trust and transparency sit at the heart of how ILR works with suppliers and partners,” he said. “We build collaborative plans, drive engagement and execute bespoke programs that deliver both collective outcomes and individual success.”
It’s a model designed to serve all stakeholders in the value chain, from shoppers looking for genuine value, to suppliers seeking meaningful engagement, to members striving to grow their businesses sustainably. Abdallah said that by keeping collaboration at the centre of every decision, ILR ensures that outcomes are fair, measurable and mutually rewarding.
“Shoppers trust independents for authenticity and fair value; suppliers trust ILR for structured collaboration and retail growth initiatives; and members trust us to deliver practical solutions that protect margins and drive growth,” he said. “In today’s retail climate, transparency is the true currency, and it’s what sets ILR apart.”
To achieve that, ILR focuses on open dialogue and joint planning that benefits both members and suppliers.
“Suppliers are seeking innovation, meaningful promotional engagement and sustainable margins. ILR delivers this through centralised supplier reviews, joint business planning, and strategic marketing partnerships, offering suppliers visibility and confidence, while giving members access to the latest launches and tailored local activations.”
This balanced approach extends all the way to ILR’s retail programs, where collaboration and transparency translate into real in-store impact. Each initiative is designed to balance member profitability with shopper trust, creating a consistent and authentic retail experience across the network.
“Our strategy balances both sides of consumer demand: premium programs and targeted ranging that build margin and elevate store positioning, alongside EDLP programs and ‘Price Lock’ initiatives that reassure shoppers on everyday essentials,” Abdallah explained. “It’s about credibility, delivering affordable luxury and everyday trust, side by side, in a way only independents can.”
As ILR prepares for the year ahead, Abdallah said the group’s focus is squarely on empowering members to thrive – both commercially and culturally.
“Over the next 12 months, our focus is clear – strengthening what makes ILR and its members truly Proudly Local,” he said. “Our priority is to support independents with the right balance of insight, scale and solidarity. That means turning technology and data into meaningful actions that drive member success, while continuing to deepen our supplier partnerships to deliver real value and long-term growth.”
The group will sharpen its competitive advantage on several fronts, including refining product ranges to reflect local relevance and customer needs.
“At the same time, our marketing programs will sharpen ILR’s impact in market – driving foot traffic, growing sales and amplifying the voice of the independent retailer,” Abdallah said.
“Operationally, we’re investing in practical store-level support to simplify processes and improve efficiency, freeing up members to focus on what they do best – connecting with their communities,” he continued.
And when it comes to the future, Abdalla’s vision for ILR’s next chapter is ambitious.
“Our ambition is bold: to double our market share and lead the industry in member pride, success and growth,” he said. “The biggest opportunity lies in uniting local authenticity with the power of collective scale, and that’s exactly what ILR is built to deliver.”