Liquor Marketing Group (LMG) is on track to deliver on ambitious expansion plans for its large format retail banner, Harry Brown.

So far in 2022, two additional Harry Brown stores have opened, with two more scheduled before the end of the year and another two in the pipeline for 2023. These plans are set to deliver more great results for a banner that is going from strength to strength, according to LMG, after having just five store locations total last year.

New stores will be located in both Victoria and Queensland. This includes the Harry Brown at Reef Gateway Hotel in Airlie Beach, which opened in March and is the biggest liquor retailer in the area with a 1,100 square metre footprint. It was followed by the opening of Harry Brown Torquay in May, stocking more than 2,500 wines, more than 1,000 spirits and 600 beers and ciders in its 500 square metre store.

The expansion of Harry Brown is driven by the retail brand’s solid performance recently. LMG reports that the brand saw a 27 per cent increase in total annual sales (MAT to April 2022), while sales through the Harry Brown app and website grew 42.5 per cent in the same period.

Matt McEvoy, General Manager of Harry Brown, said this performance shows that shoppers and independent retailers are connecting with the banner.

“The growth trajectory of the Harry Brown brand over the past few years has been nothing short of extraordinary. It’s an incredibly exciting time to be leading a brand that gives our members a real opportunity to compete in the big box space,” McEvoy said.

“The Harry Brown business model resonates with independent store owners because it gives them the collective buying power to offer an extensive range of products across all liquor categories both in-store and online. Our member retailers also receive centralised marketing support that engages and attracts local customers with great deals on the products they love.”

With the big box style model, Harry Brown has become known for an extensive product range across all categories, but it also specialises in premium and craft options. For example, it features an assortment of craft beer from smaller local breweries, with more experimental flavours and styles.

This, combined with the solid digital abilities of Harry Brown, is what McEvoy said is influencing recent success of the brand.

“E-commerce provides a fantastic additional revenue opportunity for our Harry Brown retailers. In fact, the average basket size online is more than double the average in-store transaction,” McEvoy said.

“The Harry Brown e-commerce platform connects to each store’s unique POS, so customers can enjoy all the benefits of an in-store shop (including specific range, pricing, and promotions) with the convenience of two hour delivery and 30-minute Click & Collect.”

Brydie Allen

Brydie Allen is the Editor of National Liquor News. She has been with Food and Beverage Media since 2019, when she joined the company as a journalist across National Liquor News, Bars & Clubs, The...

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