Drinks Association CEO reflects on ‘another incredible year’ for Australia’s drinks trade

Established in 1897, the Drinks Association has been a fundamental driving force behind Australia’s liquor industry for more than 125 years.

Today, it is run wholly by industry representatives, who collectively work together to build a stronger and more cohesive sector by providing essential services, tailored solutions, insights, news, and events. Additionally, the Drinks Association also owns and operates Australia's leading source of liquor news, Drinks Trade.

Seven years ago, Georgia Lennon assumed the position of Drinks Association CEO with more than 23 years of industry experience. Here, she sums up the year gone by:

“As we wrap up another incredible year, it’s a great time to reflect on the achievements that have shaped our industry. While we’ve witnessed some headwinds like rising living costs and shifting consumer behaviour, it’s encouraging to see our industry’s resilience, adaptability, creativity, and commitment to excellence continue to shine bright.

For the Drinks Association, 2024 has been an exceptional year. We proudly welcomed two new Category One members, Good Drinks Australia and Suntory Oceania, both of whom bring exciting potential to our community. We also hosted two sell-out Network Breakfasts featuring Michael Courtney from Coles Liquor in February and Danny Celoni from CUB in June. From a services perspective, it’s been encouraging to see strong engagement with our offerings, particularly the Liquor Licence Database, Price Intel, and Ad Intel+.

In July, we gathered for the twelfth annual Australian Drinks Awards at the Hilton Sydney. Carlton & United Breweries (CUB) was awarded the 2024 Supplier of the Year title for the second consecutive year, while Casella Family Brands was recognised as the Most Improved Supplier. CUB took home the Category Management Award for an impressive third-year running, and Lion and Brown Family Wine Group were joint winners of the Supply Chain Management Award.

The night also celebrated both iconic and emerging brands, with 41 brand awards presented across two categories—Fan Favourites and Gaining in Popularity—based on insights from Thrive.

This year, we received outstanding submissions for the three refreshed Contribution to Industry Awards. These awards symbolise our shared commitment to fairness, progress, and creating a bright future as an industry of choice.

Congratulations to Lion for winning the Best Diversity, Equity, and Inclusion Initiative; Pernod Ricard Winemakers for Best Wellbeing Initiative; and to Lion again for the Best Environmental Sustainability Initiative, with Australian Vintage receiving a Highly Commended recognition in this category.

The significant progress in these award categories would not have been possible without the dedication of our Embrace Difference Council members. This passionate group of people goes above and beyond their daily responsibilities, leading our industry with enthusiasm and purpose.

The Embrace Difference Council achieved many milestones this year, including our flagship 12th annual International Women’s Day event featuring inspiring keynote speaker Fiori Giovanni, the release of our second annual Diversity and Inclusion Report filled with insights and resources for advancing D&I, the launch of our eighth Inclusive Leadership Mentoring Program with Serendis, and three impactful events by the Pride in Drinks Workstream to encourage awareness and connection within our LGBTQIA+ community.

On behalf of the entire industry, I’d like to express my heartfelt thanks to this exceptional team for holding us accountable and inspiring continuous improvement.

I’m also excited to announce that our newly established Sustainability Council, made up of individuals from 11 different member companies, is now up and running alongside the Embrace Difference Council. By focusing on the core impact pillars of Planet, People, and Progress, the Sustainability Council will address a range of topics, including incorporating sustainable practices, protecting the environment, valuing people within organisations and supply chains, and promoting transparency and continuous improvement.

So here’s to a fantastic 2024 and our ongoing progress, paving the way for exciting opportunities in 2025!

Thank you from all of us at the Drinks Association, and best wishes for a joyful holiday season and a prosperous New Year.”

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This article was written by Georgia Lennon for Drinks Guide 2025, which will be distributed nationwide soon. If you would like a copy and are not currently on the Drinks Trade/Guide magazine mailing list, get in touch with the team now.