On International Women’s Day every year, the voices and stories of women across the world are celebrated, as we address the issues that cause gender inequality and diversity. But despite these issues remaining, such voices and stories take a backseat once the day is done.
We think it’s worth doing the opposite and actively challenging the issues that create these gaps in our industry, which is why we launched our weekly Wednesday Women series, where we profile the stories of the inspiring women in this great and wide industry.
Today we speak with Gill Webb, Head of Beer and Cider at Endeavour Group.
After starting her career at two of the UK’s leading supermarket chains, Gill Webb honed her skills in merchandise and managed several grocery food categories. A move to Australia 10 years ago marked the start of her journey with Coles, where she took on senior roles within the liquor division – leading teams across Liquorland, beer, spirits and premix, as well as strategy and transformation.
In 2022, she joined Endeavour Group as head of Dan Murphy’s, before returning to category a year later to head up beer and cider – a role that brings together her deep retail expertise and passion for the industry.
“I was drawn to the role because I love having clear ownership and accountability to deliver for our customers, team members, and the business as a whole,” Webb told National Liquor News.
“As head of beer and cider, I lead a large team focused on trading the category to deliver strong results. My days are spent collaborating with suppliers to create the best offers, staying close to customer trends to shape future innovation, and ensuring we deliver the best price, range and service. It’s a highly cross-functional role that balances strategy, teamwork and execution every day.”
For Webb, leadership is as much about strategy as it is about empowering her team and supplier partners, and some of her proudest moments have come from seeing them thrive.
“I achieved 100 per cent engagement in 2025, in a year where I supported 11 team members to secure promotions or move into their dream roles. I’ve also been proud to see key supplier partners win Supplier of the Year for two consecutive years.
“Another career highlight was being part of the winning team for Customer Outcome of the Year for expanding ultra-convenience, and personally being recognised with the Mario Volpe Leading the Way Award, celebrating leadership and culture.”
Cultural changes
There’s no doubt that it’s been a challenging 12 months for the beer category, with declining demand, shifting consumer preferences and ongoing economic pressures. Yet despite the negatives, Webb sees plenty of positive momentum in beer right now – particularly among brands attuned to social relevance, as consumers increasingly look for lower-carb, lower-sugar and lower-alcohol options.
“We’re seeing growth in mindful consumption, and the rise of brands that blend everyday sessionability with lifestyle relevance. Customers are increasingly choosing beers that reflect who they are and how they want to be seen, showing that beer still holds a strong, evolving place in modern culture – it’s just taking on a more balanced and meaningful role,” says Webb.
“What once centred on strength, heritage, and craft credentials has evolved into a focus on how beer fits into everyday life. Authentic, relatable brands that connect emotionally with consumers are winning, and flavour innovation continues to drive excitement and exploration.
“Heading into summer, I expect continued growth in lighter, more refreshing styles – think mid-strengths, crisp lagers, and fruit-infused beers and ciders – alongside ongoing experimentation with flavour and formats that suit social, outdoor occasions,” she continues.
And the industry isn’t just adapting to changing tastes, Webb adds, but actively working to engage a new generation of drinkers.
“Beer is bringing new and younger legal age drinkers into the category by evolving with changing values, lifestyles, and demographics. Innovation in flavour, formats, and moderation is helping beer appeal to those seeking balance and choice. Social sessionable beers that fit casual, shared moments are resonating strongly, alongside brands that connect through purpose and creativity.
“Beer is redefining itself as modern, inclusive, and relevant for the next generation of consumers,” says Webb.
The future of beer
With more options than ever before, today’s drinkers are spoilt for choice, and the challenge for brewers and brands is cutting through the noise. According to Webb, shelf appeal has become just as crucial as taste.
“Strong branding and storytelling matter just as much as taste, helping shoppers quickly understand what the product represents. Today’s consumers are drawn to brands that reflect their lifestyle and values. Products need to deliver on both experience and identity – and look great doing it,” she says.
Looking ahead, Webb is optimistic about where beer is headed. She sees a future where beer continues to grow, diversify, and connect with culture.
“Beer and cider will continue to evolve toward balance, authenticity, and innovation. Mindful consumption will keep shaping the category, alongside new flavours and formats that bring excitement and inclusivity. Cultural diversity will influence taste profiles, brand storytelling, and drinking occasions, creating richer choices for customers.
“My goal is to help lead that evolution – championing customer-led innovation, deep supplier collaboration, and a strong focus on team development to ensure we deliver a vibrant, relevant, and future-fit industry,” Webb concluded.