Home' National Liquor News : NLN NOV 2016 Contents ALSA STUDY TOUR
38 | NOVEMBER 2016 NATIONAL LIQUOR NEWS
Mal Higgs led a small delegation
of Australian liquor retailers and
suppliers to New Zealand for four
days in October for the first ALSA
Retail Liquor Study Tour of Auckland.
According to Higgs, the Study Tour is designed
as a way to challenge the way retailers think.
"The ALSA Study Tour program is designed
to encourage retailers to share ideas as well
as challenge their thinking. Of course, having
suppliers involved allows an even more
productive discussion, as we can talk more
about what we can do together," he said.
In a packed four days of seminars and store
visits, the group discovered similarities and
differences between the Kiwi and Aussie liquor
retail landscape. There were some similar
trends in terms of premiumisation, health
and well-being products, Rosé and craft beer,
although there was less of a focus on price
promotion due to Government restrictions on
advertising. This led to greater competition
at the retail store level in areas such as store
layout, service, loyalty reward programs
and ranging, which in turn created a better
shopping experience for customers.
RETAIL INSIGHTS --
Marketing Manager of Liquorland (no
association with Liquorland Australia) Peter
Dudfield said that of their "107 liquor stores
across the country all were franchises, and
all franchisees needed to renew their contract
every few years. This allows for greater
compliance with the group's promotional
program". Liquorland has about 20 per cent
market share of the retail liquor market in New
Zealand, said Dudfield and the majority of
stores were family-run businesses. Each owner
is allowed a maximum of four stores, which
is a way to maximise the time and effort each
owner puts into each store.
While Dudfield explained that Liquorland
faced similar challenges to Australian retailers
with an overall reduction in the consumption
of alcohol across the market, there were some
green shoots in the premiumisation of spirits
and craft beer. "We are in a good space when
it comes to craft beer with some stores selling
craft," he said.
The recent Government ban on advertising
discounts greater than 25 per cent (excludes in-
store promotions) has seen greater competition
in areas outside price promotion.
Blue Mountains retailer and store owner of
The Bottle-O Hazelbrook and Cellarbrations
Lawson, Dan Mackie, attended the Study
Tour and said it was great to see how the Kiwi
liquor retailers were operating with such strict
"Due to advertising restrictions it was exciting
to see the way Kiwi liquor retailers were focusing
on value rather than product and price."
Mackie said that retailers were focusing on
"store standards, ambience, theatre, range with
a minimalistic approach and the amount of
genuine craft beer was simply amazing".
Competition in areas outside of price was
re-enforced by Marketing Manager Bryan
Cherry of Super Liquor. With a 145 liquor
stores, Super Liquor is the second largest liquor
retailer in New Zealand. Some similar themes
as Liquorland, all stores are franchises, they re-
sign contracts every five years and promotional
compliance is around 95 per cent. There were
also financial incentives from regular store audits
to encourage promotional compliance and store
standards. Cherry said their stores were going
through a "brand refresh combined with a new
approach away from product and price to a
more occasion-based promotional program".
The delegation was briefed on the background of
the New Zealand market by hosts Kevin Mapson
and his Pernod Ricard New Zealand team. These
seminars, combined with store visits to Super
Liquor, Liquorland, New World, Countdown
and The Bottle-O Liquor, allowed the delegation
to sit down for a number of workshops.
Workshop groups discussed store layouts,
product ranging, and culture and engagement,
with delegates particularly interested in the
way New Zealand retailers were using the cool
room as an extension of the shop floor.
Cool rooms were large and uncluttered with
ALSA RETAIL STUDY
TOUR HEADS TO NEW ZEALAND
THE AUSTRALIAN LIQUOR STORES ASSOCIATION TOOK DELEGATES TO NEW ZEALAND FOR ITS LATEST RETAIL LIQUOR
STUDY TOUR. SHANE T WILLIAMS REPORTS ON THE GROUP'S LEARNINGS.
NZ ALSA Study Tour delegates at Pernod Ricard NZ head office: Krystal Hall, John Owens,
Karen Nicholls, Lou Spagnolo, Sharni Wise, David Segretto, Giuseppe Minissale,
Hiep Le, Michael Ritoli, Ger Buckly, Ben Taylor, Mal Higgs and Dan Mackie.
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