United Innkeeper celebrated its 50th anniversary with a special event in Melbourne last week, attended by 230 people including founding members, past board representatives, suppliers, and partners.
The association, established in 1974, went on to form the Thirsty Camel bottle shop banner in 2007 – a milestone that redefined independent retailing across Victoria and beyond.
Adrian Moelands, General Manager of Thirsty Camel Victoria, said the anniversary was an opportunity to reflect on both the cooperative’s history and its enduring community spirit.
“It was incredibly powerful to see the community that United Innkeeper has built over the past 50 years – a network of passionate publicans, partners, and people who have shaped this industry. To celebrate that legacy together, and to hear the stories of how it all began directly from the founders themselves, was a reminder of what makes our business so unique.”
The birth of the camel
In a video tribute, Former General Manager of United Innkeeper, Heidi Solterbeck, and Founding Partner, Darryl Washington, reflected on the rebrand that would eventually evolve into Thirsty Camel – one of Australia’s most distinctive and successful bottle shop brands.
Solterbeck recalled: “We checked every two years with consumers to see how they felt about the [United Innkeeper] logo, and the feedback became increasingly negative. The perception was that it looked dated and didn’t really appeal to beer drinkers. It was clear we needed to make a change.”
She explained that the process began with extensive research and creative development.
“We started exploring new names and briefed two agencies. Sitting behind the screens in the focus groups, you could see the reactions firsthand – when something was boring, people would just switch off. But when something caught their attention, you’d hear, ‘Oh, that’s interesting. That’s different.’”
Washington continued, saying that was the moment Thirsty Camel was born.
“The development process took two years, and as Heidi mentioned, we ran focus groups to test everything, including the colours. Almost as much effort went into the colour as into the brand itself. When we finally settled on the name, logo, and colours, not only me, but the rest of the board were 100 per cent confident it was the right direction.”
The conference that became a tradition
United Innkeeper’s first conference was meant to be a one-off – a simple thank you for members. But as Founding Partners Warwick Hunter and Darryl Washington recalled, it soon became a defining tradition.
“When we first started running conferences, we didn’t realise how important they’d become – 50 years later, it’s clear how valuable they are to our members,” said Hunter. “It was only meant to be a one-off, but everyone had such a great time that it became a tradition.”
Washington added: “We needed something with a bit of bang about it. Originally it was going to be the Gold Coast, but I said, ‘Everyone goes to the Gold Coast – there’s no wow factor.’ When Honolulu was mentioned, everyone agreed that was a great idea.”
Over the years, conferences became both educational and inspirational, giving members a chance to learn from global hospitality leaders while building lifelong friendships.
Solterbeck explains: “You could use that as an incentive – what a great opportunity to learn how to run a hospitality business. We spent our time visiting hospitality venues overseas, and they were so receptive to what we were doing.”
As Former Board Member Ray Dodd put it: “The principle of the board was always to take members somewhere they wouldn’t think to go themselves. We went to Brussels, Paris, and many other places that hoteliers and retailers had never been to before. Whatever we did, it had to be memorable.”
The strike that started it all
The seeds of United Innkeeper were planted during a beer strike in the early 1970s. Founding Partner Warwick Hunter recalled: “Carlton & United Breweries had quite a number of unions, and it was a constant thing for them to go out on strike. Usually, the stoppages only lasted a week or two, but this particular one went for nearly three months – and we were desperate.”
Hunter joined forces with Darryl Washington and Lou Steinfort, pooling stock and resources to keep their pubs afloat – and eventually helping others do the same.
“We started supplying other hoteliers to keep them going because we had more than what we needed,” Hunter said.
Washington recounted how, after the strike, the idea of forming a group took hold.
“We went up to Lou’s place at Mount Buller, had dinner, a few drinks, and started talking about what had happened. We realised we had the bones of something bigger – a bit of a group. We thought, if we can do it with beer, why can’t we do it with wines and spirits too?”
That meeting led to the first official gathering at the Croxton Park Hotel, where 28 hoteliers became founding members of United Innkeeper.
“One of the first things I remember,” said Hunter, “was going out to Wynns and saying, ‘We want 20 casks – what would your price be?’ Then I said, ‘What if I made that half a truckload?’ Suddenly, the price dropped. That’s when we realised if three of us could do this, imagine what 33 of us could achieve.”
Reflecting on 50 years of friendship and success
In the final video, founding members and past leaders reflected on five decades of collaboration, growth and friendship.
“In those early days, we were very reactive,” said Washington. “It was only when Heidi came on board that everything changed. She shifted the focus from being reactive to being forward-thinking – painting a long-term vision and introducing initiatives with real, lasting benefits.”
Hunter added: “Something I remember from those early days was wondering, how long can this last? Once we got behind the business of wines and spirits, we started to understand that we were important to the suppliers. Once we began to consolidate volume, it started to grow.”
For Ray Dodd, the enduring success came down to unity: “We came at things from four or five directions, but we generally ended up in one – where we should have been.”
Heidi Solterbeck said it best: “It’s all about people. You need to have relationships with your members and your suppliers – and to know when to put your foot down. Don’t forget your members, don’t forget your suppliers. But in the end, we’re really here to serve our members. Members are number one.”
Reflecting on five decades of connection, Washington said: “This has been a great part of my life for 50 years. The camaraderie, the interchange of knowledge – we all learned from each other. It’s been a great learning experience, and we’ve made friendships that have lasted through that entire time.”
Dodd added: “Just the variety of people – all the members, the board, the suppliers – it’s been absolutely fantastic. It’s been such a pleasure to be involved.”
Hunter said his greatest pride came from the relationships forged over time.
“My proudest thing is the friendships and relationships that came out of it – first with the board, a fantastic group who came together to make this happen, and then seeing the success of what has now become Thirsty Camel.”
Solterbeck reflected on the personal side of her tenure, saying: “I’m feeling privileged that I was there for such a long time, and that they let me do what I wanted to do. They gave me enormous freedom. They didn’t just hire me – they hired my husband and three children, who all played a part in one way or another.”
Closing the reflections, Hunter summed up the sentiment shared by all: “The satisfaction of having been involved in something that has been so successful is enormous. I don’t think we’ve ever had a cross word in all the time I’ve been involved. It’s such a pleasure to have been part of it.”
The November issue of National Liquor News will include more images from United Innkeeper’s 50th anniversary celebrations.