Steve’s Liquor joins The Bottle-O

By James Atkinson

Steve's Liquor, the retail group that is now 50 per cent owned by former Dan Murphy’s and Coles Liquor head, Tony Leon, has joined The Bottle-O.

Metcash subsidiary Australian Liquor Marketers (ALM) announced the high profile signing this morning, a few weeks after Leon confirmed his stake in Steve's.

ALM CEO Scott Marshall said he was delighted that Steve’s Liquor had decided to work with ALM.  

“Steve’s Liquor is a very strong retail group in Victoria and Tasmania. I am very pleased that they have decided to join Australia’s leading liquor wholesaler under one of our key brands,” he said.

Tony Leon said the deal was important for the future of Steve's Liquor, and he was excited with the opportunity to take the business to the next level. 

"Steve's is a strong and growing group. Having worked with the two major liquor chains, I know I can only compete against them and give our customers a better offer, with the support of ALM and The Bottle-O brand offer," he said.

 "Consumers like to support their local independent liquor stores, and it is up to us to deliver great value everyday."

Steve's Liquor Group has five stores in Victoria and Tasmania. Leon told TheShout in August that he planned to triple the retailer's business over the next three to five years.