Following on from the launch in Victoria, NSW and Tasmania last year, the Thirsty Camel retail liquor brand is now national. In South Australia, NT, West Australia and Queensland local independent retail groups have abandoned their local banner names and adopted Thirsty Camel as their go-to-market brand and strategy. Thirsty Camel now has a network of 416 retail outlets from Hobart to Darwin and from Perth to Brisbane with a wholesaling purchasing power of $1Billion. (The national group’s business name is Liquor Alliance.)
New Twenty20 Appointment
As a result of TC going national, Twenty20 has been appointed to advise on national brand strategy and growth as well as developing communication solutions for nationally run promotions.
The strategy of developing a sound brand based consumer proposition has started to pay off for all stakeholders – independent retailers, liquor suppliers and the consumer.
| Liquor Alliance Team: |
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| Rob Gillies |
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| Phil Hallett |
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| United Team: |
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| Garth Wisher |
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| Keith Ridgeway |
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| Donna Wilson |
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| Twenty20 Team: |
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| Rod Curtis |
Director |
| Matt Ellis |
Senior Writer |
| Kate Messenger |
Client Business Manager |
| Andrew Panozzo |
Art Director |
| Nick Vargheese |
Digital Media Developer |