Liquor Legends experienced robust growth throughout 2024, positioning itself as a leader in the competitive liquor retail space.
Liquor Legends’ key to success:
- One million Rewards Members: Nearly 50 per cent of retail sales are driven by loyalty members.
- Premium Product Leadership: Strong performance in New Product Development and premium categories.
- Operational Efficiency: Focus on cost management through supplier partnerships and tools like LARA and electronic shelf labels.
- E-commerce and Omnichannel: Integration of online shopping with in-store experiences for a seamless customer journey.
John Carmody, Managing Director of Liquor Legends, reflects on the company’s achievements in 2024 and shares its key strategies for the year ahead, focusing on innovation, growth, and market responsiveness.
Liquor Legends enjoyed a successful year in 2024, with consistent growth across both value and volume. Carmody highlights several key achievements, including the milestone of one million Rewards Members, who now represent almost 50 per cent of retail sales.
“We’ve also driven growth by providing exceptional retail strategies and hands on in-store support for our independent members,” he says.
Despite challenges such as fluctuating consumer demand, rising operational costs, and competitive pressures, Liquor Legends has maintained its leadership.
“We’ve used insights from our loyalty program to refine our offerings and pricing strategies while strengthening supplier partnerships to manage cost pressures.”
John Carmody
Key priorities for 2025
Looking to the future, Liquor Legends will focus on customer engagement, operational innovation, and responsiveness to market changes.
“In 2025, we will continue to enhance our Loyalty Rewards program, delivering personalised offers to over one million members,” Carmody says.
He also emphasises the importance of expanding the company’s omnichannel capabilities, with plans to strengthen its e-commerce platform to ensure a seamless customer experience.
“We are committed to integrating technology such as LARA (Legendary Automated Replenishment App) and electronic shelf labels to improve operational efficiency,” he adds.
Despite ongoing market volatility, Liquor Legends has maintained stability in key areas like transaction counts, average sales, and margins. According to Carmody, the company’s loyalty program has been a crucial driver of repeat business.
“Our loyalty program fosters repeat purchases, which significantly impacts sales. By leveraging customer data, we’ve been able to implement highly targeted promotions and optimise pricing strategies,” he says.
Additionally, Liquor Legends has focused on high-margin categories to ensure strong profitability.
“Optimising category management allows us to stay agile and responsive to shifting consumer preferences,” says Carmody.
E-commerce and technology integration
E-commerce continues to be a key focus for Liquor Legends as part of its omnichannel strategy. Liquor Legends is enhancing its e-commerce platform to offer personalised online shopping experiences and seamless loyalty integration.
As Carmody explains: “E-commerce is integral to our growth, allowing us to cater to customers who prefer the convenience of online shopping.”
Looking ahead, technology will play a pivotal role in streamlining operations and improving the customer experience.
“Tools like LARA and electronic shelf labels will enable us to manage inventory more effectively and provide pricing transparency,” Carmody says.
“Technology-driven personalisation and omnichannel retailing will continue to be key factors shaping the market,” he adds.
With its focus on innovation, customer engagement, and operational excellence, Liquor Legends is well-positioned to lead the industry in 2025.
This article originally appeared in the 2025 Industry Leaders Forum issue of National Liquor News:
