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Liquor Information and Strategy Experts

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Wholesaler Sales

Channel Structure
Wholesalers play an integral role in the delivery of wine, spirits and RTD’s to retailers.

The largest, of the wholesalers is Australian Liquor Marketers (ALM) which is owned by the Metcash Group. Many of the smaller wholesalers have a regional focus. For instance, Novacostrian has significant outlet distribution in the Newcastle region in New South Wales.

To gain the maximum distribution, suppliers will generally ensure that their products have listings in as many wholesalers as possible. The listing of products is at the discretion of the wholesalers.

Information Sources
Wholesalers have information of the movement of all listed product to individual outlets. This data is only available to the suppliers who list their products with the wholesalers. Secondly, the information only has sales of each supplier respective products. The exception is ALM who provides additional competitor data that tracks the movement of all products to retailer at a state level.

The fees for accessing the data vary considerable across the wholesalers. In some cases a flat fee is charged to the suppliers for data access. In other cases a 'cents per case sold rate' is charged.
The main wholesalers are: Victoria - Queensland - New South Wales - South Australia/ NT - SAL, Festival Western Australia -

  • National - ALM, Campbells Cash and Carry (ex. WA)
  • Victoria - ALMBeasley, Capital, SILG, Tasman, Gollars, Dilletare, Paramount
  • Queensland - AIW, Creedy’s, Magees, Suncoast
  • New South Wales - Chambers, HLW, ILG, Novacastrian, Porters
  • South Australia / NT - SAL, Festival
  • Western Australia - FAL, Carrington, Liberty
 
   
 
   
   
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