RAISE YOUR GLASS

Liquorland was launched over 40 years ago as a franchise of 18 independently owned liquor stores. By 2005 the network had grown to include 80 stores. This growth was not only attracting customers and new franchisees but also gaining serious interest from industry and potential investors.

In 2009, Liquorland was purchased from Dominion Breweries by Foodstuffs New Zealand, introducing an unrivalled depth of retailing, liquor and franchise experience. Through global recessions and pandemics, growth has continued and now there are over 170 franchised Liquorland stores nationwide. As members of the country’s largest liquor retailing business, Liquorland franchisees benefit from unmatchable discounts, marketing campaigns, IT infrastructure, online and social media capabilities.  

In recent years Liquorland has also introduced an innovative profit-sharing rebate scheme, increasing profitability for franchisees, using a performance-based formula for calculating the size of dividend for each franchisee. 

At the top of their game

Liquorland was awarded New Zealand’s Best Liquor Retailer for the tenth year running at the 2025 Reader’s Digest Quality Service awards, conducted through a rigorous Catalyst group survey; thereby becoming one of only a few retailers to have achieved a gold award 10 years in a row. Liquorland was also rated as the most preferred retailer to deal with by their supplier community; and the brand received more than twice the highest brand equity scores of their nearest competitor, as measured by Nielsen data.

Liquorland’s CEO Brendon Lawry describes liquor retailing as a competitive, mature market, but says, “There are so many examples of our franchisees creating great income and building value in their businesses. They achieve this by leveraging all the advantages of the Liquorland brand and combining these with their own flair, effort and care of their stores and customers. And it works whether these are franchisees with over 20+ years’ experience with Liquorland, or operating brand-new sites like Mangawhai in Northland, or Prebbleton in Christchurch.”

While most currently available Liquorland franchise opportunities are existing operations for sale, there is capacity for more ‘greenfield outlets’ depending on the potential of the surrounding area. Brendon explains, “New builds and renovations present a unique opportunity to create an exciting retail experience. The recently opened Liquorland franchise in the Shirley suburb of Christchurch is fast becoming our benchmark of what is possible.

“Success as a franchisee requires drawing on all Liquorland’s commercial experience, product offerings, comprehensive marketing programmes and promotions. Above all, our most successful franchisees embrace the high standards of Liquorland retailing and customer service and put a lot of energy into fostering community connections.”

What doesn’t work is attempting to run a Liquorland store as a ‘hands-off’ investor. “Our store owners are not investor-retailers who simply focus on low margin cash flow generation to buy the next instalment of stock,” cautions Brendon. “But, if you love dealing with people and the high energy of retail, Liquorland presents a fantastic opportunity. For instance, Liquorland Prebbleton franchisee Jeremy Baars brought 20-plus years of experience in the supply side of the liquor industry and went into partnership with his family. Jeremy is the hands-on member of that partnership. He’s doing very well – he has two sons working with him now and is talking about opening a second Liquorland store.” 

A strong first impression

“Franchisees must be hands-on, proud of their store, and wrap their arms around Liquorland’s brand values,” stresses Brendon. “We know that the care a franchisee puts into presenting their store sends a strong first impression message to customers… ‘If they care this much for their store, I know they’ll care for me.’  

“Ours is a people game. It’s key that our franchisees and their staff understand serving people is the nuts and bolts of what we do.”  

“While a strong retail background helps, we have examples of franchisees who have succeeded after coming to Liquorland from being chartered accountants, ex-sales reps, ex-military, builders, police and lawyers. One of our own operations managers loved the idea so much he and his wife now own a store. Our franchisees are a very diverse bunch, but their common thread is caring for people and the experiences they create for them.

“If we can see that you will deliver great service and create a welcoming and friendly environment that resonates with customers, our proven training and ongoing support will get you over the line. That support includes a full promotional programme, strong supplier terms, excellent marketing support and regular regional meetings, IT infrastructure, and all the tools required to run a retail business.”

So, if you’re ready to raise a glass to your new Liquorland franchise, call Dave Yurak, Liquorland’s Head of Merchandise and Operations. 

The last word goes to Prebbleton franchisee Jeremy Baars, “Joining Liquorland was the best move I could have made,” Jeremy says. “To own my own store and work with family in a community like ours is just so rewarding.”  

See this advertorial on page 13 of Franchise New Zealand magazine Year 34 Issue 3

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