By James Atkinson

Independent retail banner group Thirsty Camel outperformed the market last year, driven by strong sales of exclusive beer 10-packs as well as the successful Hump Club loyalty program, boss Keith Ridgeway has revealed.

Ridgeway told TheShout the introduction of the exclusive Carlton Draught and Victoria Bitter 10-packs had proved decisive in 2012, a year in which Thirsty Camel maintained its profitability and welcomed a number of new retail members.

"A joint CUB and Thirsty Camel initiative available in Victoria, Tasmania, New South Wales and Queensland, the packs were a hit with consumers with sales exceeding all expectations," he said.

"The coming year will see us with a renewed focus on developing unique product offerings, specifically for the drive-through convenience format and exclusive to Thirsty Camel bottleshops."

Ridgeway said the recently launched Hump Club loyalty program saw enormous growth during 2012, with over 40,000 consumers signing up, and the ongoing 'My Offer' discount program drove significant sales and customer loyalty at a store level.

He said digital and mobile technologies will continue to be a key focus for Thirsty Camel in 2013.

"We are planning further enhancements to the recently launched Thirsty Camel website and mobile site, and will continue to grow our social media presence," he said.

"We will also continue to use the Hump Club loyalty program and e-communication to directly reach consumers with unique, targeted offers with further enhancements in the areas of geo-location and mobile technology planned."

Read the full interview with Keith Ridgeway in the February edition of National Liquor News.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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