ILR pushing to grow brands in key markets

08 November, 2017 by Andy Young

Independent Liquor Retailers (ILR) is seeking further growth for its brands in key markets, including Sydney as it launches a new marketing strategy.

The new marketing push is for ILR’s flagship Local Liquor brand and the group says the objective is to consolidate the banners’ position “as the leading convenience liquor retailing brand in NSW”.

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ILR General Manager Corey Leeson says the new marketing strategy capitalises on the strong connection that exists between Local Liquor store owners and their communities. “All 170

Local Liquor stores are owned and managed by committed local people who genuinely tailor their offering to suit the needs of their communities” he said.

“The new campaign leverages this insight and features store owners from across NSW and the ACT.”

The new campaign, which ILR has named “meet the locals” features a number of Local Liquor members and will be seen across television and digital along with instore, catalogue and website activity.

Leeson says the “meet the locals” platform provides an opportunity for the group to highlight the key strength of the brand. “We’ve always known that the Local Liquor brand leads on its strong convenience and value propositions. This campaign takes this to a new level by reinforcing the level of genuine localism that has always been a key competitive advantage”.

The new campaign launch comes on the back of strong full year results for ILR with a double-digit profit increase and continued growth in membership.

ILR, which includes the Local Liquor, Countrywide Liquor, Liquor Boss and Liquor&Co banners added 39 members in the 2016/17 financial year and recorded a 10.7 per cent increase in profit over the same period.

See the new television commercial below: