2024 was a standout year for Liquor Barons, which saw continued success despite ongoing economic pressures. The group not only achieved positive sales growth but also received the title of Best Retail Liquor Group at the Australian Liquor Industry Awards (ALIAs) for the fifth time in 11 years. This accolade highlights the effectiveness of the cooperative model and the group’s ability to outperform larger national chains.
Chris O’Brien, General Manager of Liquor Barons, reflects on the year’s highlights, emphasising that despite the cost-of-living crisis and new liquor restrictions in regional Western Australia, the cooperative managed to drive growth in all categories.
“We even achieved a slight increase in profit margins for our members,” O’Brien said. “This success is a testament to our independent cooperative model and unparalleled data access, which allows us to respond proactively to market challenges.”
A key achievement for the year was the expansion of Liquor Barons’ footprint with three new stores in Leederville, Wundowie, and Augusta. O’Brien noted that the cooperative’s deep understanding of local consumer trends has been critical in enabling such growth and maintaining their competitive edge.
Winning Best Retail Liquor Group at ALIA was another key highlight. O’Brien sees this achievement as a reflection of the cooperative’s strength and its ability to compete with larger, national chains.
“It’s a testament to the strength of our cooperative and the dedication of our independent, family-owned businesses. To consistently outperform national chains is an incredible achievement.”
Chris O’Brien
One of the standout initiatives in 2024 was Liquor Barons’ marketing campaign, A Thirst for Discovery, which repositioned the brand as a destination for those eager to explore new and unique beverages. The campaign resonated deeply with consumers, particularly with younger audiences, through its fun, adventurous concept.
The campaign featured their mascot, The Baron, embarking on a global exploration to uncover hidden drink gems, engaging customers with billboards, digital ads, and print media.
Looking forward to 2025, O’Brien is excited to build on this momentum.
“In 2025, we aim to further solidify the A Thirst for Discovery campaign and reinforce our updated brand identity across Western Australia,” he said.
Additionally, the cooperative plans to continue fostering partnerships with local breweries, wineries, and distilleries, a strategy that has proven successful in driving exclusive product releases and supporting local businesses.
“We are proud to champion Western Australian producers and look forward to more exciting collaborations in 2025,” O’Brien said.
As for the trends to watch in 2025, O’Brien predicts that younger consumers will continue to shift away from traditional beer and wine in favour of sweeter, more approachable beverages. This trend presents both challenges and opportunities, with Liquor Barons keen to adapt its offerings to meet evolving consumer preferences.
With its strong foundation in 2024 and a clear focus on member profitability, strategic marketing, and local partnerships, Liquor Barons is set to maintain its leadership position in 2025. O’Brien expressed confidence in the group’s ability to navigate the evolving landscape and continue delivering exceptional results.
This article originally appeared in the 2025 Industry Leaders Forum issue of National Liquor News: