Endeavour Group contributes to supplier transparency through Circana’s Complete Liquor tool

Circana has introduced a new data transparency initiative for its suppliers, launching a tool named Complete Liquor at Endeavour Group's Supplier Summit in Sydney.

The initiative aims to respond to the increasing demand for better data and insight clarity within the retail liquor industry.

Complete Liquor, developed by data and insights company Circana, is designed to provide a single, comprehensive source of truth about the retail liquor market for trade suppliers. For the first time, the industry will have access to a free report offering an overview of beer, wine, spirits and pre-mix categories, thus offering a clear and detailed market perspective.

Endeavour Group's involvement in this initiative is part of a larger effort, encompassing more than 2,000 trade suppliers across Dan Murphy's, BWS and ALH, to improve relations with its suppliers. Additionally, the company launched its Trade Supplier Charter, a new public commitment aimed at continuous improvement in supplier relations, building upon its current policies and initiatives.

Steve Donohue, CEO and Managing Director of Endeavour Group remarked on the significance of these moves in strengthening partnerships and fostering innovation. "We have doubled the number of small suppliers we work with since 2018, and now 90% of what we range is sourced from independent, small suppliers. Importantly, some of the most popular drinks we sell today didn't exist two years ago, which is a testament to their responsiveness to changing customer preferences," he said.

Donohue highlighted the progress made by Endeavour Group since becoming a standalone company three years ago. "We are pleased with our progress in building long-term partnerships with our suppliers, but we are always looking for ways to improve. From the introduction of 14-day payment terms for smaller suppliers, the launch of Dan Murphy's Marketplace to give suppliers more routes to market, and hosting regular Supplier Forums and sharing data and insights, our track record demonstrates this," he added.

Outlining the principles guiding their new initiatives, Donohue stated, "We want to promote mutual, sustainable growth with our suppliers, we want to drive innovation, and seek to promote high standards of ethical conduct. That is why our Trade Supplier Charter is built on three principles: transparency, simplicity, and genuine collaboration. By taking a transparent, simple and collaborative approach to our discussions with suppliers, we have heard consistently of the need for quality data and insights to help guide their decision-making."

Paul Hinds, Managing Director for the Asia-Pacific region at Circana, discussed the advantages of Complete Liquor. "Circana's Complete Liquor is designed to help identify opportunities and streamline decision-making by offering the most comprehensive view of the market to suppliers and retailers. Combining unmatched measurement capabilities and our deep industry expertise, we are excited to partner with retailers across the liquor sector to provide the first single source of truth for the industry," he said.

The unveiling of these new initiatives marks an important step for Endeavour Group in enhancing its supplier relationships and market operations. These developments aim to foster a more transparent and collaborative environment, which can potentially benefit both the suppliers and the overall market.