Drakes Supermarkets, Australia’s largest independent grocery retailer, is set to rebrand its Drakes Cellarbrations stores to Drakes Cellars.
This change will formally occur on June 30 across six locations including Aston Hills, Eyre, Findon, Gawler East, Mount Barker, and Wallaroo.
In a strategic move to enhance their alcohol retail services, Drakes has partnered with Paramount Liquor, an established wholesaler, making them the exclusive supply partners for Drakes Cellars.
Paramount Liquor, recognised for its substantial growth since its founding in 1992, aligns with Drakes’ family ownership and strong focus on customer service and quality.
Leigh Rowe, Director of Paramount Liquor, said the partnership makes sense for both businesses, each sharing a vision of improved liquor retail across the state.
“Partnering with Drakes is a natural fit. We’re both family-owned businesses that back ourselves, back our people, and back our vision for growth,” he shared.
This partnership is built on trust, shared ambition, and a clear goal, to create something better for South Australian liquor retail. We’re proud to support Drakes as their primary liquor supplier and banner group, and we’re excited about what we can build together.”
The rebranding not only represents a shift in identity but also reinforces Drakes’ commitment to delivering great convenience, value, and quality to its customers.
John-Paul Drake, Director of Drakes, echoes this sentiment.
“At Drakes, we’re here for a good time AND a long time. We’re extremely proud to be working alongside another Aussie business to give our customers more choice in what they can buy. As the largest independent and family-owned businesses in our respective industries, it’s like wine and cheese – a match made in heaven!”
Even with the change, Drakes Cellars aims to maintain the core values that have been the bedrock of its philosophy for over five decades.
Customers visiting the new stores can look forward to exclusive opening specials, as well as in-store tastings featuring some of South Australia’s prominent local wineries, breweries, and distilleries. Drakes Cellars will also extend its accessibility online, where customers can browse the full range and avail of convenient click & collect and delivery options.
The venture not only enhances the shopping experience for customers but also fosters local community support by showcasing local producers. With both companies holding a strong Australian heritage and a shared business ethos, this collaboration is poised to bring a new dimension to South Australia’s liquor retail sector.
Drakes Supermarkets operates 68 stores across South Australia and Queensland, and this expansion into specialised liquor retailing is set to offer a convenient and improved alcohol purchasing experience to its growing customer base.
WHAT: Drakes Cellars
For the Drakes website, click here.
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