This month, Liquor Marketing Group (LMG) and SipnSave celebrate 20 years since the formation of the joint venture which brought the two groups together.
Established in 1977 as an independent wholesaling and distribution company, alongside its banner group Bottlemart, LMG initially operated predominantly in New South Wales.
Just two years later, SipnSave was launched in South Australia, and has been part of LMG’s national footprint since 2005.
Now, SipnSave has become one of South Australia’s largest independent packaged liquor groups, with 100 outlets throughout the state. Meanwhile, LMG proudly represents more than 1,400 independent operators in Australia’s retail packaged liquor sector and operates Australia wide.
Reflecting on 20 years of the joint venture, LMG Director and SipnSave Chairman Tony Hurley says: “The alignment between SipnSave and LMG, being groups owned and operated solely for their members benefit, provided the platform for the joint venture. SipnSave offered LMG an iconic South Australian brand with scale which is still unmatched for an independent within it’s given market.
“It is pleasing to reflect on the growth of SipnSave in a market where countless brands have come and gone. It is a testament to focus on creating value for members over the long term by supporting them and focusing on meeting the shopper needs which pays dividends in the form of brand equity.”
Wayne Bayfield, LMG’s Chairman, added: “SipnSave is an iconic brand with South Australian and Northern Territory members. I’m thankful for the faith which the SipnSave Board and members had in LMG and that this joint venture has continued to deliver both strong brands and innovation to support our members.
“South Australia is the leading state for ecommerce, loyalty rollout and at the forefront of electronic shelf label (ESL) implementation. With this focus on continued improvement, I look forward to seeing the next 20-years performance.”