Novocastrian Wholesale Liquor has announced it is changing its name to Global Brands Liquor Pty Ltd.

The company has stressed that it is business as usual, with nothing changing other than the name, and that rebranding activities are planned for early 2018.

CEO Martin O’Mara told TheShout: “Our Company name has been Global Brands Australasia Pty Ltd, or GBA, and many local businesses in Newcastle use the name ‘Novocastrian’, or NOVO, so we felt we needed to stand out from the crowd and make the change to ‘Global Brands Liquor’ from January 2018.”

He added: “There are no changes to ABN, Liquor Licence, our company management or structures. In January, we will start to gradually roll-out the name change on company communications, invoices, all signage and websites etc.

“We will keep the Novocastrian logo on all our communications for a short transition period and we retain ownership of the old trading name!

“We would like to meet with all supplier partners in January and early February to address any questions re name change and make plans for CY 2018 trading.”

O’Mara also said that the company has seen huge growth in 2017 and that it was looking forward to further development in 2018.

“2017 has seen unprecedented changes in our wholesale business. We moved premises and are now operating from modern liquor warehousing facilities on the M1 at Cameron Park; we have adopted better, more efficient systems; we purchase smarter and pass those savings on to our on-premise customers; and we’re fully engaging our large and dedicated team who are working hard to execute the company business plans,” he said.

“We have just experienced the best 12-month trading period in the company’s history. We have achieved strong growth and expanded our footprint to include more of regional NSW. This wouldn’t have been possible without the dedication of our experienced team of 25 staff which includes Global Brands Transport (GBT), our inter-group Transport and 3-Party Logistics company.

“We are focusing on providing ‘full-service-wide-range on-premise wholesaling’. By full-service we mean one-delivery – on-time when you need it, one-invoice, personalised service, a wide product range, and access to on-premise pouring and ranging discounts.

“We know that there is still work to do and areas in which we can improve, so in 2018 we’ll be working hard to improve our order-fill rates and delivery times. Our customers can be assured that we are 100% customer service focused and will always go the extra mile to help a venue in need.”




Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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