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THIRSTY CAMEL DELIVERS EXCEPTIONAL
Thirsty Camel in Victoria delivered exceptional summer trading results,
finishing the November 2017 to January 2018 period up 3.1 per cent in
volume – three times the Victorian Liquor Weighted Market growth.
Strong summer trading saw a six per cent growth in value and five per
cent in volume, meanwhile the overall Victorian market grew 3.2 per cent
in value and 0.5 per cent in volume in comparison.
While beer was the strongest performing category within Thirsty
Camel growing at 6.5 per cent on a MAT volume basis, the business also
outperformed the growth of wine and spirits on a volume and value basis
versus the Victorian and Australian Liquor Weighted Markets.
Thirsty Camel attributes this success to its integrated marketing and
promotional program, strategically designed with a clear understanding
of what shoppers want and how to target them in order to maximise
success for the retail membership.
In mid-2017 Thirsty Camel bottle shops undertook a critical
piece of customer segmentation research, which has delivered a true
understanding of its target consumer segments, their needs, motivations
and purchasing influences.
This knowledge formed the development of a summer marketing
solution with highly visual static and digital large format outdoor
advertising, combined with digital and social advertising, effectively
targeting the different customer segments.
This was combined with a competitive promotional program, geared
behind winning brands and strong exposure at retail level of Thirsty
Camel’s loyalty program the Hump Club, which delivered incremental
footfall, customer traffic and increased weight of purchase for Thirsty
“Our FY18 summer marketing and promotional strategy was
instrumental to the significant growth Thirsty Camel Victoria has seen
through the critical November to January trading period,” said United
Inn-keeper Association General Manager Mia Lloyd.
“This result sets us up for an exceptional 2018 of accelerated growth.
We will continue to focus on our key strategic imperatives of our
members winning in market, and convenience shoppers choosing Thirsty
Camel across all occasions.”
WA LIQUOR REFORMS ATTACKED AS
The Chamber of Commerce and Industry (CCI) has hit out at the
Western Australian Government’s proposed restrictions on liquor outlets,
saying they are anti-competitive, will cost jobs and that they have no
evidence of health-related harm to support them.
The CCI’s move comes as Endeavour Drinks Group (EDG) has
said it will shelve plans to invest $85m across more than 35 store
developments in the state over the next 10 years.
The State Government proposes restricting the floor space of new
bottle shops in areas where there are already a number of liquor stores.
CCI’s CEO, Chris Rodwell, said: “To date, no evidence has been
provided by the State Government to support claims that restricting the
size of a liquor outlet or the number of outlets in one location reduces
alcohol-related harm in the community.
“You don’t see Harvey Norman or the Good Guys being told to
restrict their store size. There’s no justifiable reason why the liquor retail
industry should be singled out when smart regulation for the responsible
service of alcohol is already in place.
“The retail sector is already facing extraordinary disruption, which for
those with a model based around physical site presence, often requires
that they can achieve greater scale.
“The State Government has claimed that they want to boost local
jobs, but all they are doing is encouraging businesses that want to invest
in our state and our communities to go east or online.”
EDG said that if the legislation goes ahead that it would shelve
its investment plans, which the group said would have supported
more than 600 ongoing jobs in the new store, hundreds more during
construction and many more indirectly.
Shane Tremble, General Manager, Corporate Services EDG, said: “We
appreciate the Government has a genuine desire to reduce the harm
caused by excessive alcohol consumption, but blocking new liquor
licences based on arbitrary size and location restrictions won’t help
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