What did EzTenda achieve in its first 12 months operating in Australia?

Following a successful UK launch that saw 2000+ venues and brands join the platform, EzTenda was first introduced to Australia in January last year. Since then, the business-to-business drinks tendering digital marketplace has grown rapidly, presenting drinks and hospitality businesses with an entirely new way of securing drinks listings.

Here, ANZ General Manager Ian Mason looks back on EzTenda's first 12 months in Australia:

“EzTenda’s journey to Australia began in Manly, NSW, where General Manager Ian Mason set up shop at The Steyne. For three months, the iconic pub served as his unofficial office; a base for laying the groundwork, holding early meetings, and envisioning how EzTenda could reshape the Australian drinks industry.

Despite the challenge of introducing a new digital platform into a traditional market, the early months saw promising results. Starting small with a handful of venues and tenders, EzTenda quickly proved its potential to connect brands and venues in a way that hadn’t been possible before.

Delivering Results That Matter

EzTenda’s first 12 months in Australia have laid the foundation for a new way of doing business in the drinks industry, with results that speak for themselves.

Originally launched in the UK, EzTenda has supported over 2,000 venues and 1,000 brands, proving itself as a trusted tool for the On-Premise channel.

In Australia, the platform quickly gained traction, helping venues secure tailored deals and suppliers expand their reach. Within the first five months, over 150 tenders were run with 400 active brands bidding to connect with local venues.

One standout success was Bannisters by the Sea, which secured $20,000 in additional brand support while enhancing its procurement process and drinks offering.

Results like this underscore EzTenda’s ability to save time, deliver value, and strengthen relationships between venues and suppliers.

EzTenda x Paramount Liquor: A future-fit partnership

In October 2024, EzTenda’s partnership with Paramount Liquor marked a major milestone. As Australia’s largest family-owned on-premise liquor wholesaler, Paramount Liquor shares EzTenda’s commitment to innovation.

The integration of EzTenda’s platform into Paramount’s customer portal has allowed 10,000 active customers to seamlessly connect with suppliers. This partnership provides venues with greater flexibility and tools to thrive in a competitive market, while enabling suppliers to secure long-term distribution in key venues.

The partnership reflects a shared vision of fostering growth and collaboration across the drinks industry. With both companies focused on creating better opportunities for venues and brands, this integration is setting a new standard for efficiency and effectiveness in tendering.

Looking Ahead: Innovation in 2025

EzTenda, in partnership with Paramount Liquor, is poised to build on its success with the upcoming launch of EzTenda Match in 2025, further expanding the platform’s capabilities to deliver even greater value for venues and brands.

By leveraging wholesaler data, EzTenda Match will provide bespoke, venue-specific offers tailored to the unique needs of each venue. This innovation ensures that venues receive the right support while enabling brands to maximise their budgets and drive more targeted growth.

As the demands of the drinks industry continue to evolve, EzTenda remains dedicated to fostering more efficient and transparent connections between venues and suppliers, driving collaboration, and shaping a stronger, more agile industry.”

This article was written by Ian Mason for Drinks Guide 2025, which was distributed nationwide in December and can be viewed digitally here. If you did not receive a physically copy and would like to be added to the Drinks Trade/Guide magazine mailing list, get in touch with the team now.