More than 200 delegates from over 80 Thirsty Camel Victoria bottleshops and venues joined supply partners in Geelong recently for the banner group’s inaugural Summit.

Focusing on the key theme of Excellence in Execution, the Summit used events, workshops and seminars to detail how Thirsty Camel members will continue to win in market through strategic focus on growth categories. In addition members learned about a bespoke training program designed and created exclusively for Thirsty Camel as well as the use of tailored insights to optimise venue profitability.

United Innkeeper Association Ltd General Manager, Mia Lloyd, told the Summit that Excellent Execution is critical to Thirsty Camel and will continue to be a key focus into 2019 and beyond.

“We have designed and created, exclusively for Thirsty Camel members, a ground-breaking retail training program; we have strategically collaborated with our key suppliers to collectively deliver education across beverage categories, shopper trends and market insights to educate, empower and improve profitability for our members,” Lloyd said.

The Summit was told how the modular program aims to deliver on the job training for bottleshop staff at all levels, across category, commercial know-how, sales capability and shopper understanding ensuring Thirsty Camel provides consumers and shoppers with the best possible liquor retail experience.

Delegates were also given a deeper understanding of the Thirsty Camel Venue Capsule, which is the online data platform individually tailored for each venue to drive insights into action at outlet level. The capsule delivers a powerful understanding into the drivers of profitability over and above the promotional program to ensure retailers are constantly maximising profits through category and pack mix.

Lloyd added: “This year’s Summit focus on Excellent Execution as the key to success is crucial given that shopper expectations continue to grow. Understanding the levers of profitability as well as driving engagement at the point of purchase to deliver weight of purchase, rate of sale and advocacy is essential to growth.

“Coming off the back of an outstanding summer result in 2018, we are confident that the new training platform coupled with our venue capsule and continued focus on our convenience shopper will ensure Thirsty Camel bottleshops commercial success in 2018/19 and beyond”.

Throughout the Summit, delegates also experienced a taste of the program through a series of Masterclasses across beer, wine and spirits with guided tastings on topics such as Classic Cocktails, World of Whiskies, Shiraz Styles and Beer 101.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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