Retail unfiltered dives behind the counter to uncover the real people of Australia’s liquor retail industry. This week we meet Jonathan Boadle, General Manager at Melbourne’s Casa de Vino – known for its offering and distribution of premium spirits.
With a personal ethos of championing connection, Boadle shares how he combines his passion for developing relationships with a genuine appreciation for high quality products to deliver broadly to the industry he loves.
Whether he is greeting customers in-store, hosting training sessions and masterclasses or developing his own product, My Brother Honey Liqueur, Boadle told National Liquor News that for him it’s all about bringing people together.
“What I love most about working in retail liquor is being able to showcase the incredible work of producers while building lasting relationships with buyers who share that passion.Traveling far and wide to discover new producers and play a small part in their journey and growth has been an incredibly rewarding experience.
“I feel very fortunate to work closely with makers from all over the world, each with remarkable products and inspiring stories. Being able to help showcase their craft and bring their narratives to life is not only a privilege, but one of the most meaningful parts of what we do,” he said.
Boadle first discovered his love for liquor in 2013 when he moved from Tasmania to Melbourne to study a degree in media and communications and worked in bars on the side.
This experience led him to work at local distilleries in sales and as a contributor, writing about spirits both online and in publications like The Australian Book of Gin.
“I quickly realised how transferable my degree’s skills were to the drinks industry – from storytelling and brand building to fostering stronger connections between producers and consumers,” said Boadle.
Homing in on those skills, he landed in retail where he has spent the past five years at Casa De Vino – a place he warmly describes as truly unique.
“Part of what makes it special is alongside our retail space, we also import and distribute luxury spirits, from the likes of Clase Azul Tequila to the incredible Chichibu Distillery. Our store really acts as a living showroom for these brands, with industry legends and passionate enthusiasts dropping in regularly.
“What sets us apart is that almost everything is open to taste – so whether someone’s picking out a whisky for a special occasion or exploring something new, they can leave with a bottle they truly know and love.”
Built on Connection
Reflecting on the premium spirit market, Boadle pointed out that the success of a product is often determined by quality and authenticity – something that rings true in retail settings.
Noting agave spirits as an example he said: “They have delivered the most significant growth in our store over the past two years, with strong momentum across both the trade and retail sectors. This surge reflects a broader premiumisation trend, as consumers increasingly seek authenticity, quality, and luxury experiences.
“Equally important is the shift in consumer behaviour towards seeking genuine connections with the spirits they enjoy – from the provenance of the products to the people and communities behind production.”
With a focus on the small details and strong interpersonal skills, Boadle believes that Casa De Vino as a business is well positioned to deliver as expectations evolve.
“This evolution places our business in a unique position. For the majority of the producers we represent, we maintain close personal relationships with distillers, brand owners, and those at the heart of their distilleries.”
Boadle also reflected on the challenges of the pandemic and the valuable lessons it provided about connecting makers and consumers.
“Like many in the industry, we had to find new ways to adapt, and one of the most exciting was hosting some of the very first online spirits tastings. Our Great Australian Gin Tour brought together more than 1,000 people from across the country, connecting them with producers who were navigating the same difficult conditions.
“At its heart, spirits are about creating memorable moments, sharing smiles, and enjoying good company. Even in a virtual setting, we were able to deliver that sense of connection and joy – an ethos we continue to carry through every tasting and event at our lounge today.”
He added: “Many of the relationships formed through those online tastings have since blossomed into in-person friendships, something we feel truly fortunate to still enjoy to this day.”
On a business level, Boadle suggests that maintaining your own tone and authenticity has never been more important and will be the key to ongoing success in the retail sector.
“While AI makes it effortless to generate a social media post or draft an email instantly, the moment your voice is lost, customer engagement and relationships become less personal. Striking the right balance is essential – using AI as a tool to support productivity while ensuring your unique expression and authenticity remains front and centre.”