Retail unfiltered dives behind the counter to uncover the real people of Australia’s liquor retail industry. This week we meet Damien Bottero, Owner of Fleet Street Mona Vale and Chairman of the Independent Liquor Group (ILG).
Growing up in the family business and now leading both his store and a co-operative of more than 1,600 members, Bottero shares his passion for wine, the value of community among independents, and why personal connection is more important than ever in liquor retail.
For Bottero, the liquor industry has always been more than just a career – it’s in his blood.
“My family bought the store back in 1980, so I pretty much grew up in it – stacking shelves after school and taking up more responsibility once I left school,” he says. “Wine has always been a real passion of mine, and that definitely came from spending so much time around it growing up.”
After stepping away from the store in the late ’90s to pursue other ventures, Bottero returned in 2011 when his father, Paul, retired. Since then, he’s steered Fleet Street Mona Vale through an ever-changing market, while also taking on the role of ILG Chairman.
“We’ve been proud members of ILG for 45 years,” he says. “My father joined back in 1980, and I’ve continued on since taking over the business. I’ve always been a strong believer in the co-operative model. It’s all about the members. ILG feels more like a family than just a buying group, and that sense of shared purpose and support is what makes it so special.”
That support, he explains, has been consistent over decades.
“The fundamentals have remained – stock at competitive prices, good availability, and reliable delivery. Those basics are critical to running a successful store, and ILG consistently gets them right.”
Bottero says the camaraderie among independents is something he couldn’t imagine the industry without.
“A world dominated entirely by the big chains wouldn’t be good for anyone – not for producers, and definitely not for consumers. Every time we get together at a function, it’s like a family reunion – there’s always a great energy. We all look out for one another, and ILG brings us together in a way that makes us stronger as a group.”
Over his time in the industry, Bottero has seen seismic changes – from the growth of corporate chains and online retail, to shifting tastes, major weather events, and the disruption of lockdowns. Through it all, ILG has adapted to meet members’ needs.
“They’ve helped us with everything from store renovations and improved signage to expanding our product range. They’ve even come on-site to lend a hand when needed. That kind of support makes a big difference, especially when the industry is constantly evolving.”
Looking ahead, Bottero sees both ILG and independents playing a critical role in the future of the liquor trade.
“ILG began with just four retailers coming together to gain better pricing and positioning in a changing liquor industry. Now, 50 years on and with over 1,600 members across the eastern seaboard of Australia, ILG is stronger than ever. They have a great team, who genuinely listen and want the best for our members. The cooperative will continue to thrive, adapt, and lead the way for independents in an ever-changing market.”
For independents more broadly, he hopes authenticity and connection remain at the heart of their offer.
“Independents play a crucial role in the diversity and vibrancy of the industry. Offering choice, personality, and community connection that chains simply can’t replicate. The future should include more collaboration, a joint voice and stronger advocacy. Ensuring that independents don’t just survive, but thrive and lead the industry with innovation, resilience, and a shared vision for success.”
In his own store, Bottero says customer connection remains his number one focus – despite ongoing industry challenges.
“From the cost-of-living pressures, rising operational costs, shifting government policies, and the growing voice of the anti-alcohol movement, it hasn’t been easy. But through it all, my focus has stayed the same – making sure every customer has a great experience in my store. I’ve always believed that building rapport with customers is what sets independents apart from the big chains. It’s about more than just price. It’s about connection.”
With summer fast approaching, preparations are well underway, and Bottero says all eyes are on Christmas and the summer trade.
“If we get that classic hot, dry Aussie summer, that’s ideal. Lots of thirsty customers! So, the focus now is on getting everything right: the range, the service, and the vibe in-store, so that we’re ready to make the most of it.”