Thirsty Camel in Victoria delivered exceptional summer trading results, finishing the November 2017 to January 2018 period up 3.1 per cent in volume – three times the Victorian Liquor Weighted Market growth.

Strong summer trading saw a six per cent growth in value and five per cent in volume, meanwhile the overall Victorian market grew 3.2 per cent in value and 0.5 per cent in volume in comparison.

While beer was the strongest performing category within Thirsty Camel growing at 6.5 per cent on a MAT volume basis, the business also outperformed the growth of wine and spirits on a volume and value basis versus the Victorian and Australian Liquor Weighted Markets.

Thirsty Camel attributes this success to its integrated marketing and promotional program, strategically designed with a clear understanding of what shoppers want and how to target them in order to maximise success for the retail membership.

In mid-2017 Thirsty Camel bottle shops undertook a critical piece of customer segmentation research, which has delivered a true understanding of its target consumer segments, their needs, motivations and purchasing influences.

This knowledge formed the development of a summer marketing solution with highly visual static and digital large format outdoor advertising, combined with digital and social advertising, effectively targeting the different customer segments.

This was combined with a competitive promotional program, geared behind winning brands and strong exposure at retail level of Thirsty Camel’s loyalty program the Hump Club, which delivered incremental footfall, customer traffic and increased weight of purchase for Thirsty Camel retailers.

“Our FY18 summer marketing and promotional strategy was instrumental to the significant growth Thirsty Camel Victoria has seen through the critical November to January trading period,” said United Inn-keeper Association General Manager Mia Lloyd.

“This result sets us up for an exceptional 2018 of accelerated growth. We will continue to focus on our key strategic imperatives of our members winning in market, and convenience shoppers choosing Thirsty Camel across all occasions.”


Deborah Jackson

Deb joined Intermedia in 2015 as Editor of National Liquor News and Deputy Editor of The Shout. Since then, she has also worked as the Editor of Beer & Brewer and the New Zealand title, World of Wine....

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