When it comes to liquor marketing, print lives on

At the 2022 Real Media Awards, Western Australian retailer Liquor Barons was named top Liquor retailer for its Legit Locals campaign. Celebrating its home ground and calling out its local store owners, ranging and customers, the campaign led to a 24 per cent sales increase for the brand.

The Real Media Awards represent the entirety of the print industry and celebrate excellence in letterbox marketing, publishing, direct mail, point of sale and marketing efficacy. The 30th annual awards presentation was held in Melbourne last month.

Kellie Northwood, Chief Executive Officer, Real Media Awards said: “All finalists in the Liquor category produced outstanding entries and should be proud of their efforts. We are continuing to see liquor retailers develop their catalogue and custom publication toolkits to deliver strong sales and engagement results to their customers."

Liquor Barons said it was an honour to be recognised as Australia’s leading liquor retail marketer.

“Now more than ever, West Australian consumers need to support their local everything. As WA’s only 100% locally owned and operated independent liquor co-op with over 60 stores and counting, Legit Local is at the very core of the Liquor Barons brand,” said Chris O’Brien, General Manager.

Ritchies Fine Food and Wine was a finalist in the category for its successful Pentridge Coburg campaign.

Real Media says that liquor catalogues continue to be effective in driving sales. 

It says, "The liquor market is highly competitive with alcoholic beverages featuring in both supermarket chains, along with stand-alone liquor stores. From this, catalogues remain an integral part of their marketing strategies to keep customers updated on the newest products and best value while establishing strong brand equity."

LiquorBarons's win is all the more impressive as it competed against IGA. Real Media says, "Its success can be attributed to the well-thought-out and executed catalogue and campaign, which was quite effective for them in terms of sales increases, due to their connection with consumers and establishment of brand awareness."