Australian Venue Co has announced the results of an extensive tender submission process, selecting Liquor Marketing Group (LMG) as its partner of choice to rebrand retail liquor outlets.
AVC has commenced the rebranding of 21 stores, throughout five states, under LMG’s Bottlemart, SipnSave and Harry Brown retail banners.
The pub group is the second-largest in Australia, operating more than 180 venues across the country.
LMG’s foundations arise from hotels, with many of the same hotelier members today amongst those that originally formed the membership group 45 years ago. But the choice went beyond its history.
“We share a similar ethos to LMG of empowering our managers to tailor their business to the local community, so it’s a really strong alignment for us,” says Craig Ellison, AVC COO.
“LMG offers tailored marketing support to their member stores, which allows the store manager to stay in the driver’s seat and deliver customer experience designed specifically for the local community.”
The new partnership is said to be built on the foundations of shared business goals, both fielding a commitment to exceptional customer experiences.
“Australian Venue Co and LMG share a belief that all great venues start with a focus on the consumer and meeting the shopper need,” explains Gavin Saunders, LMG CEO.
The pub’s retail stores are looking to a “refreshed shopping experience”, supported by LMG’s instore and online marketing and promotional program.
“The AVC and LMG partnership extends the Bottlemart, Sip’n Save and Harry Brown brands to liquor retail stores attached to iconic pubs, however, also delivers leading eCommerce, marketing, data and insights capabilities to support and enhance these retail offers to continue to exceed shoppers’ expectations,” continues Saunders.
“The partnership with AVC extends LMG brand reach and continues the strong growth achieved over the past five years.
“As a membership-owned group, this extraordinary growth achieved over this period allows for greater investment in LMG marketing programs and retail support, which benefit all LMG members.”
