Paramount Liquor launches Adobe Commerce ordering platform

Paramount Liquor has launched a new commerce platform based on Adobe Commerce to support its national ordering business.

The Melbourne-founded drinks distributor says the platform is built to handle a complex operating model in which more than 15,000 customers buy from a catalogue of over 18,000 products under individual commercial agreements. That creates more than 250 million customer-specific price points that must be displayed accurately at the point of order.

Chief Executive Officer Nathan Rowe said the shift is part of a broader effort to align the company's service model with its expanded national footprint. Founded in 1992, Paramount has grown from a family business into what it describes as Australia's largest independently owned on-premise liquor wholesaler, supplying bars, restaurants, pub groups, clubs and festival operators.

"Service has always mattered most to us," Rowe said.

"As we grew, we needed a digital foundation that could support how our customers and suppliers work every day."

The move follows issues with an older system that left some customers relying on phone calls, emails and manual processes for routine orders. Pricing was not always visible at the point of purchase, while sales teams spent time resolving orders that should have been handled online.

"We were asking customers to work around the system instead of the system working around them," Rowe said.

Rather than build another bespoke platform, Paramount assessed commerce software that could support its pricing structure without creating a heavy maintenance burden. It selected Adobe Commerce and worked with Visualr on the implementation.

Ordering model

The platform is built around how hospitality venues typically order stock. Many customers place regular weekly orders for next-day delivery, so the system begins with personalised templates based on their usual purchases.

Users can change quantities line by line, choose delivery days at the start of the process and see prices update according to their account terms. Search and filtering have been tailored for speed, while saved lists are designed to help customers repeat orders quickly. Customers can also access order history, invoices and delivery status without contacting a sales representative.

Performance improvements were also a key factor, as large hospitality orders can involve significant volumes and tight time windows. Faster page loads reduce delays as customers move through product lists or wait for prices to refresh.

Marketplace expansion

Alongside the core ordering system, Paramount has introduced a marketplace through an integration with Mirakl. The marketplace adds more than 2,500 products from independent breweries, wineries and distilleries to the same online buying environment.

Customers can place orders through one interface, while producers fulfil marketplace orders directly. Paramount says this broadens the range available to venues without expanding its own logistics burden in the same way as a conventional wholesale model.

"Mirakl allows us to support local producers while expanding choices for venues in a simple way," Rowe said.

"From the customer's perspective, it all feels like one platform."

The company has also added a supplier portal that lets suppliers manage product information, maintain brand assets and set promotions for particular venues or customer groups. Paramount says this gives suppliers a clearer view of how their products appear and perform on the platform, while reducing internal administrative work.

Customer uptake

The transition was supported by customer onboarding and internal training for sales and service teams. Staff worked directly with venues to show how online ordering could reduce errors and improve visibility over pricing, promotions, stock and delivery details.

That effort appears to have translated into broad adoption. Paramount says 96% of its customers now place orders online, reducing manual handling and freeing sales and service teams to focus more on customer support, growth and supplier work.

"Customers moved online because the experience was faster, clearer and gave them more control over their orders every week," Rowe said.

Growth phase

The digital overhaul comes as Paramount points to a sharp increase in scale in recent years. The company says it has grown from a AUD $70 million Melbourne-based business in 2018 to a AUD $700 million national operator.

Rowe linked that growth to a broader strategy spanning expansion, operations, customer relationships, supplier partnerships and internal innovation. He said the commerce system is intended to provide the operational base for the next phase of development.

The business also outlined further digital ambitions, including the use of artificial intelligence in search and product recommendations based on customer behaviour on the site. Those plans sit alongside the current focus on handling complex business-to-business ordering and supplier collaboration across its national network.

"Our team's strategic work, supported by Adobe Commerce and Visualr's technical expertise, is helping us deliver better service, support the hospitality industry and keep raising the standard for B2B commerce in Australia," Rowe said.