The Pistol to lead Liquor Legends retail media transformation

The Pistol has been selected to lead the strategy, go-to-market, enablement, and growth of the Liquor Legends Retail Media program.

Programme overview

The Liquor Legends Retail Media program is powered by Zitcha, a retail media platform developed by The Pistol. The program aims to deliver increased transparency, mutual benefit, and performance for retail suppliers and advertisers. This approach is intended to address the evolving needs of modern retailers in Australia.

Liquor Legends operates more than 350 outlets in Australia and owns the Urban Cellars brand. The group's network encompasses retail stores, eCommerce operations, and licensed venues, offering opportunities for both endemic and non-endemic brands to reach engaged consumers at various points of purchase.

Integration of data and technology

The Pistol's approach to the Liquor Legends program involves utilising first-party data, provided by Summit Insights, a data and business consulting specialist. By leveraging these insights, the retail media program seeks to enable precise targeting and predictive identification of opportunities for suppliers. This approach supports an omnichannel media experience, activating tailored messages across eCommerce, in-store, and on-premise venues.

The Pistol brings over ten years of experience in delivering collaborative advertising solutions for multi-market retailers. This includes work with global brands such as AB InBev, which has supported the development of the strategy for Liquor Legends' new offering.

A continuing partnership

The Pistol has partnered with Liquor Legends for over five years, providing media strategy and technical consulting services. The expansion into retail media represents a progression in the relationship, aiming to establish an integrated media ecosystem intended to deliver tangible commercial outcomes for Liquor Legends and its suppliers.

Statements from leadership

Jaime Nosworthy, Chief Executive Officer of The Pistol, commented on the retail media program's objectives:

"Retail media shouldn't be a black box - it should be a growth engine that's accessible, measurable, and mutually beneficial. That's exactly what we've built with Liquor Legends," said Jaime Nosworthy, CEO of The Pistol. "This is retail media done differently - backed by deep data, enabled by proprietary technology, and proven through global experience."

John Carmody, Chief Executive Officer of Liquor Legends, also discussed the partnership:

Liquor Legends CEO John Carmody said "The Pistol has been an invaluable partner in our growth journey. Their depth in technology, data, and analytics has enabled us to launch a truly innovative retail media program that puts transparency and performance first. With their retail media experience and our longstanding partnership, we're confident this program will redefine how our supplier partners engage with customers across our network."

Market position and program benefits

The new Liquor Legends Retail Media program builds on the company's presence across multiple sales and engagement channels. By combining first-party data insights with an integrated technology solution, the program is structured to help suppliers increase their market share, connecting with customers through a mix of digital and physical touchpoints.

Through this initiative, suppliers gain access to data-driven audience targeting and performance analytics, which may facilitate the alignment of marketing messages with consumer purchasing behaviour. The program's design is focused on supporting measurable value and transparency for all participating partners.

The appointment of The Pistol is positioned by both organisations as a step towards enhancing the effectiveness of retail media investments, with an emphasis on collaboration between retailers and suppliers underpinned by analytics and technical expertise.