By Amy Looker
Victorian-based Southern Independent Liquor (SIL) has announced it will launch a new liquor marketing group early next year.
Sitting alongside its Duncan's banner group, Oz Liquor, will be SIL's top-tier offering and will be highly consumer focused, according to SIL managing director, David Stephenson.
"We don't just want to be another retail banner group – our strong customer service approach is the key ingredient that will set the Oz Liquor brand apart from our competition," he said.
Stephenson also told TheShout that the launch of Oz Liquor is entirely independent of SIL's partnership with Independent Liquor Group (ILG) that was announced earlier this year and will be tailored specifically for the Victorian market.
"Oz Liquor will be run independently by SIL to suit our Victorian customer's needs in this ever-changing consumer landscape," Stephenson told TheShout.
"With the launch of Oz Liquor we're taking things to another level and we're up for the challenge. Over the past few years we've seen new groups launch and what we've found is that independent retailers want to belong to a banner group that offers expertise to their customers while remaining competitive.
"Oz Liquor members will receive extensive support and education in areas such as image, branding, marketing and promotions that will help lift their professionalism to a level that is superior within the industry."
Stephenson said that SIL had already received considerable interest from independent liquor retailers in Victoria regarding Oz Liquor.
"It's more than being a member of a group, it's a behaviour that retailers want to embrace, which is being customer-focused and have them enjoy the shopping experience of an independent outlet instead of a chain-like mentality.
"The introduction of Oz Liquor means SIL now has a more complete offer for new members plus all of our suppliers and highlights our ongoing commitment to growing independent strength."