Endeavour Drinks Group will incorporate Woolworths' banners: Dan Murphy's, BWS, Cellarmasters and Langtons.
Rose Scott, General Manager Merchandising and Marketing said the company wanted a new name that would differentiate its liquor business from its supermarkets food business.
"Woolworths is synonymous with the customer facing supermarkets food business. Our association with them through ownership is strong and proud, but it is time for a story about us, for us," Scott explained.
"The term "liquor" doesn't fully encompass how our customers feel about our business. Liquor is a dated term. "Drinks" is more aligned to the social atmosphere our customers want to associate with beer, wine, cider, RTD and glass spirits," Scott added. "We need to separate our ownership from the strong customer facing brands that sit underneath it."
As for the choice of Endeavour, Scott said, "We landed on Endeavour as we believe it reflects our attitude and desire to always be looking for great opportunities.... It’s about the strength of our commitment to keep discovering."
Endeavour Beverages and Endeavour Vineyards
Endeavour Beverages has confirmed that it will continue to trade under its existing name, as will its beer brand, Endeavour Vintage Beer Co., despite the cross-over of names.
"Woolworths approached us some time ago and we positively agreed to co-exist," Ben Kooyman, Founder of Endeavour Beverages, told drinks bulletin. "We will continue to just be mutually-valued trading partners, and ‘little ole’ Endeavour Vintage Beer Co. will continue to be independently owned by the original mates that banded together back in 2010..."
drinks bulletin was unable to reach Casama, which owns Endeavour Vineyards, in time for comment.
Endeavour Drinks Group will be reflected in a new logo for Woolworths Liquor Group as well as email addresses used by its support office team from 1 June.
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