Liquor Barons

Liquor Barons Case Study

The challenge.

The Liquor retailing space has become increasingly dominated by Coles and Woolworths, with Dan Murphy’s, BWS, Liquorland and First Choice being the major players in the market.  Their national buying power and distribution channels make it increasingly tough for independent operators to compete.

As WA’s largest independent network, Liquor Barons needed a new brand positioning to help them fight the giants and retain and gain market share.

The solution. 

Unlike the soulless national chains that hang their hats on price and range, the opportunity for Liquor Barons was to create a unique brand position that was more diverse and personal. Rather than a one size fits all approach, each of the 46+ Liquor Barons tailors their range to suit the needs of the local community.

“They’re not a chain of clones; they are a family of passionate, knowledgeable independents who understand that being local is more than just having a store on every corner.”

During our creative and strategic process, we settled on a series of brand truths that make Liquor Barons ‘All Together Better.’ These formed the basis of the new campaign and were communicated across a variety of channels including online, TV, DM and in-store POS.

Press & Posters

Retail Television

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