Harvest Hotel Group choose ALM and IBA as the partner of choice for wholesale and retail

A strong alignment of strategy with a focus on loyalty and brand was the deciding factor behind Harvest Hotel's decision to partner with Australian Liquor Marketers (ALM) and IBA.

Harvest Group will shift all venues across both South Australia and New South Wales, retail and on-premise, to ALM under the IBA banner group of Thirsty Camel. The transition into Thirsty Camel has begun in South Australia, with New South Wales venues to follow over the next few months.

ALM are proud to share they are the newly chosen wholesaler and retailer of the Harvest Hotels Group. Harvest is committed to creating iconic regional pub and retail experiences, and their decision results from a mutual vision for partnership, growth and innovation.

Chris Cornforth, Director and Founder of the Harvest Hotel Group, said: "Harvest recognises the importance of partnering with a National Banner to support our growing portfolio of retail venues. Thirsty Camel provides us with the structure and expertise to support our growth ambitions through their key retail program, which is built on data, insights and retail excellence."

The continual and consistent focus of the ALM strategy of being frictionless in their core processes and sticky of value creation has meant they are creating famous brands in the market, and it is proving to be successful in attracting large groups to join the network.

Chris Baddock, CEO of ALM, said: "I am excited to be working with the Harvest Hotel Group. During all our discussions, we agreed partnership was central to both The Harvest Group and IBA. A partnership with retailing, wholesaling and suppliers is essential to meeting consumer needs every day."

Having been exposed to Thirsty Camel in South Australia, the Group holds a strong affinity for the brand, which exudes great energy and promotes shopper experience, characteristics they know will resonate well with consumers everywhere from Adelaide to Regional NSW.

ALM's network of the future has a clear focus on loyalty, with demand from retailers to join the loyalty program growing across all banners. Chris Cornforth added: "Loyalty is an important offering, and Thirsty Camel's Camel Card and Hump Club will work with our Harvest Gold loyalty program."

With another large group joining the network, ALM's core purpose of championing successful independents has never been in a stronger position to support independent stores in every town.

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