Cellarbrations takes top award for customer satisfaction

Liquor store Cellarbrations has won the Roy Morgan Customer Satisfaction ‘Best of the Best’ Award for 2021 for the first time, achieving the highest customer satisfaction of all 37 winners in the Annual Roy Morgan Customer Satisfaction Awards.

Metcash’s ALM CEO, Chris Baddock said, “As the saying goes, success has many friends. This is spot on in this case with so much commitment from our independent retailers, our supplier partners and the entire team at IBA ALM who are all dedicated to championing successful independents.

“Cellarbrations is a wonderful example of the local independent retailer servicing their local community with the right range and service, while using the national retailer services and scale provided by Independent Brands Australia (IBA)."

It is the first liquor store to win the prestigious ‘Best of the Best’ Award and this is the first time it has appeared in Roy Morgan's Top 10.

Michele Levine, Chief Executive Officer, Roy Morgan says Cellarbrations has performed exceptionally well during 2021 providing an ‘essential service’ to millions of Australians during a year of extensive lockdowns – particularly in Australia’s largest cities.

The victory for Cellarbrations was built on the back of eight straight monthly victories in the Liquor Store of the Year category from March to October 2021.

“Cellarbrations notched up eight straight monthly victories during 2021 and...had an average customer satisfaction of 96.6% in 2021 to just edge out defending champion Isuzu UTE on 96.1%," said Ms Levine.

“Liquor stores were considered essential services during the COVID-19 pandemic and Australians forced to spend extended periods at home were able to frequent the stores to keep supplies of their favourite drop topped up. Rival store First Choice Liquor finished a close second to Isuzu UTE in last year’s ‘Best of the Best Award’ during the first year of the pandemic."

The Roy Morgan Customer Satisfaction Awards highlight the winners but this is only the tip of the iceberg. Roy Morgan tracks customer satisfaction, engagement, loyalty, advocacy and NPS across a wide range of industries and brands.

Supermarket of the Year went to ALDI on 95.1% customer satisfaction.

The full list of all 37 of the 2021 Roy Morgan Customer Satisfaction Award Winners here.