Liquor Legends has celebrated another year of strong performance at its national conference held on Queensland’s Hamilton Island.
With a key message of “simplify, focus and grow,” Samantha Nicol, Wine Category Manager for Liquor Legends said this year’s conference focused on strategic innovation.
“Every session reinforced the same core message: less clutter, more clarity, and stronger execution. From the performance update and FY26 strategic objectives, to the category deep dives, the focus was on data led decision making, sustainable growth, and reinforcing the strength of the Liquor Legends model.
“Innovation was also a major talking point, with our guest speaker Nick Abrahams sharing thought provoking insights on AI in retail and how technology and human connection can coexist to create even stronger businesses,” she said.
Reflecting on the past year’s success, Nicol says momentum, focus, and partnership has enabled Liquor Legends to continue to outperform the market across key categories.
“Despite the shifting retail landscape and ongoing economic pressures, our members have kept performing, and that’s a real credit to the partnerships that sit behind everything we do. We’ve continued to grow both in-store and online, strengthened our loyalty base, and seen real momentum through collaborative planning with our supply partners.”
A legendary year of success
A standout achievement for the group in 2025 was its rewards and loyalty program which Nicol said continues to be one Liquor Legends’ biggest strengths.
“We have made great progress modernising our systems and marketing approach, particularly with Legends Retail Media and our Swordfish automated journey, which has taken our communication and personalisation to another level.”
She added: “From a trading perspective, we’ve seen strong growth in scan out performance across beer, RTDs, and wine, underpinned by better ranging and a focus on GP growth.”
In terms of what is driving member growth and success Nicol explains that there are four main factors: clarity in ranging, smart loyalty marketing, partnerships that deliver and capability through technology.
“Our ‘less is more’ approach in wine ranging proves that simplifying choice drives better rate of sales, stronger promotions, and healthier margins. And we’ve got incredible supplier relationships that are built on transparency and trust. When everyone’s aligned, everyone wins,” she says.
“We’re also investing in smarter technology and tools that connect data with real customer behaviour, as well as the upcoming Rewards App and the Legendary Automated Replenishment platform, which simplifies stock management and boosts efficiency across stores.”
Nicol acknowledged the exceptional work and success of members recognised in this year’s major awards, from standout retailers to those behind the scenes shaping the liquor industry.
“Every award reflected the power of collaboration and shared ambition. From our Retailer of the Year, Yarrabilba Hotel (QLD), to our Supplier of the Year, Sazerac, recognised for their innovation and partnership excellence.
“We also celebrated our BDM of the Year, Gus McKellar, whose passion and leadership have played a key role in driving member engagement and results across his region. And of course, we celebrated the people behind the scenes, including Kim Edmonds, our Employee of the Year, whose dedication, professionalism, and legendary spirit capture the essence of what makes Liquor Legends truly special.”
What stood out most for Nicol about this year’s winners was a commitment to performance and community that was felt across the board.
“The 2025 award winners truly embody what it means to be legendary. Each one demonstrated outstanding performance, creativity, and consistency, but also a genuine commitment to their teams, communities, and customers. These winners don’t just deliver results; they set the standard for what success looks like across our network.”
Looking ahead
Over the next 12 months, Liquor Legends’ focus will remain on digital transformation, efficiency, loyalty and growth.
“We’ll roll out the new Rewards App, expand our automated replenishment systems, and keep refining our ranges so members can sell smarter, not harder,” Nichol said.
“AI will continue to shape how we communicate and plan but ultimately, it’s about people. Our members, our customers, and our supply partners are what make this brand legendary.”
For the consumer, she said balance between value and experience has been a major influence on spending in liquor retail, with members continuing to adapt to the evolving market.
“Drink better, not more is driving shoppers, but they are seeking more than just price. They want value and trust, but they still want discovery and experience. Younger customers are driving RTD and flavour exploration, while established demographics are staying loyal to their go-to brands.
“Our members are adapting through smarter promotions, better space allocation, and greater agility in responding to trends.”
Nicol emphasised that Liquor Legends remains focused on working with suppliers and partners to create value for members and customers.
“Partnership sits at the centre of everything we do. We’re proud of the transparency and collaboration we have with trading partners, which allows us to make decisions that drive mutual growth. Through Legends Retail Media, trading partners can now connect directly with our customers across digital and in-store platforms creating integrated campaigns that deliver measurable results.”
After a strong year, Nicol says the group is aligned for continued growth and innovation to continue.
Liquor Legends conference in pictures:
