Retail Unfiltered dives behind the counter to uncover the real people of Australia’s liquor retail industry. This week we meet Georgia Monaghan, a 22-year-old store manager and lifelong industry insider, who’s turning her deep roots in liquor retail into big-picture impact.
For Monaghan, the liquor industry is more than just a job – it’s part of who she is. Growing up around her father’s career in liquor, Monaghan has been immersed in the business for as long as she can remember. Today, as the manager of Wilberforce Cellars in regional New South Wales, she brings that lifetime of experience into her leadership approach.
“I have worked in the liquor industry since I was 18, starting out as a bottle shop attendant to a merchandiser to a sales rep and now the store manager of Wilberforce Cellars, but I have been involved ever since I could walk,” she says.
That early exposure gave her insight into everything from supply chains to customer service.
“My father has been in the industry since he was 18, which introduced me to the industry. Seeing behind the scenes with ALM to being a retailer with ILG has provided me with a comprehensive understanding of an ever-evolving sector,” she explains.
Through hands-on roles and strategic learning, she’s developed a deep appreciation not only for the craftsmanship of products but for the business mechanics that bring them to customers.
“Over time, this interest evolved into a passion for the business side – understanding market trends, marketing and consumer preferences, and the art of building meaningful brand experiences.”
Embracing the cooperative advantage
Wilberforce Cellars has been an Independent Liquor Group (ILG) member for five years; a move Monaghan says was driven by a desire for more autonomy and community connection.
“We decided it was best for the business to swap to a cooperative structure that allows us to collaborate directly with like-minded partners who share our values and goals,” she says. “This shift empowers us to make more informed decisions, strengthen our market presence, and ultimately provide better value and service to our customers.”
That value has come in many forms – from commercial benefits to operational resilience. Monaghan says the co-operative model has given their business a stronger foundation to grow.
“Being part of a cooperative has significantly strengthened our business by giving us more control over our operations, pricing, and brand representation,” she explains. “We’ve benefited from improved margins, streamlined logistics, and access to shared resources as well as information, shared marketing efforts, logistical support, training, and industry knowledge.”
But beyond structure and strategy, she says it’s the spirit of collaboration that really sets ILG apart.
“Being part of a community of independent operators creates a culture of mutual support, trust, and transparency,” she says.
Through the cooperative network, Monaghan has found not just business allies, but a community of mentors and peers that inspire her to think bigger and grow smarter.
“Everyone brings their own experience, creativity, and local knowledge, which fosters innovation and helps us all make better decisions.”
Leading through change and looking ahead
That support has been especially vital during tough times. The past five years have thrown major challenges at independent liquor operators, from pandemic lockdowns to extreme weather events. Monaghan says ILG’s responsiveness during those moments was a game-changer.
“During the pandemic, ILG played a critical role in helping us adapt. They offered flexible ordering, improved logistics support, and up-to-date insights that allowed us to meet evolving customer needs despite changing restrictions and supply chain pressures,” she says.
When severe flooding hit Sydney, Monaghan says the cooperative once again proved its value.
“ILG stepped up. Their swift response, clear communication, and commitment to supporting affected members helped us manage stock disruptions and stay operational during an incredibly tough period.”
In a sector often dominated by large corporate chains, Monaghan believes the co-operative model is more important than ever.
“The cooperative model meant that we weren’t just another account, we were part of a collective, and that support made all the difference.”
Looking to the future, Monaghan hopes to see ILG continue championing the needs of independents while embracing innovation.
“As consumer expectations evolve and larger players expand their reach, it’s more important than ever that we maintain a strong, united front that preserves the unique identity and value of independent liquor retailers,” she says.
She’s optimistic about the group’s ability to balance tradition with modernisation, saying: “The balance of modernisation and member-focused decision-making is what makes ILG stand out, and it’s critical to the future of our industry.”
At a store level, Monaghan is focused on making Wilberforce Cellars a destination for service, quality and community connection.
“We take pride in offering a wide and carefully curated range of products from popular, everyday favourites to premium, craft, and locally sourced options – ensuring there’s something for everyone who walks through our doors.”
This year, she’s homing in on customer experience, brand presence, and a deeper understanding of her local market.
“Our goal is to grow both in sales and customer loyalty by continuing to provide excellent service, a welcoming store environment, and a product mix that feels thoughtfully selected, not just stocked.”
With her eyes on emerging trends and her feet firmly on the shop floor, Monaghan is blending the old-school values of independent retail with a forward-thinking approach.
“Whether it’s specialty spirits, new-release wines, or unique craft beers, we’re committed to staying ahead of trends and making sure our shelves reflect what our community wants.”