By Ian Neubauer
Independent retail chain Liquor Legends has added 150 outlets to its portfolio since launching in NSW and Victoria last year.
The Brisbane-based chain has been active in Queensland and Northern NSW since 1992. It began expanding its base of operations 12 months ago to offer liquor retailers the strength of an established brand in the face of new competition by Coles and Woolworths.
“The owners of our new outlets were looking for a competitive advantage and point of difference, and Liquor Legends provides this for their businesses,” said Liquor Legends managing director, John Carmody.
“We are the largest independent liquor chain in Australia not owned by any of the wholesalers. The advantage of this is that we are able to supply our members the cheapest prices without constraints of any kind.”
Liquor Legends’ point of difference includes having only one outlet in each area, a business bureau that has stock control service connected to more than 200 cash registers, large-format colour catalogues and local print advertising featuring localised content and free outlet renovations, among others.
Liquor Legends members interviewed by TheShout said the banner group had increased the profitability of their stores.
“I have worked at a few other stores and I think Liquor Legends is more professionally run than the others,” said Village Green Hotel retail manager, Mark Knott, whose employer joined the group in 2001.
“Becoming an advertising member has had a huge impact on sales,” said TreeTops Tavern retail manager, David Spackman. “There has been a lot more customers coming in and we are selling a lot more wine, which is our major focus. The profitability of the business has certainly grown.”
Liquor Legends has 249 retail outlets operating under its banner in Queensland, NSW and Victoria.
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