From digital marketing to collaboration, the founder of Mastermind Consulting has spent decades helping wineries reach new audiences.
Read full story →From digital marketing to collaboration, the founder of Mastermind Consulting has spent decades helping wineries reach new audiences.
After starting in financial services, it was weekends spent travelling through Australia’s wine regions that sparked Trish Barry’s interest in the wine industry. That interest soon became a career, combining her business and marketing expertise with a growing understanding of the wine consumer. While working at Australia’s first digital marketing agency she saw the ability for wineries to connect with consumers and help build their brands and stories. This was strengthened through a wine marketing degree and led Barry to launch Mastermind Consulting 18 years ago, with the ambition of helping wine, hospitality and beverage brands connect with consumers. “I love working directly with brands, helping unpick the stories that owners or winemakers need to convey, and challenging ourselves on how we do things differently to stay relevant. It’s a real privilege to be able to tell the stories of so many artisan craftspeople,” she says. When Barry started Mastermind 18 years ago, digital marketing was in its infancy. An early adopter of digital and social media platforms that hold significant relevance today, Barry has remained focused on finding new ways to tell the stories behind wine. “[When I started Mastermind] I saw an opportunity for brands to go direct to consumer, to tell their stories and use digital marketing tools. Websites, email and social media were at the time new mediums, and those who embraced the platforms and leaned into communicating directly with their customers built a real head start, one that’s still paying off for some of our longest-standing clients today. The ones who treated it as core to the business, rather than bolting it on, are the ones still seeing the dividends: sharper targeting, stronger customer relationships and better data to guide decisions.” In almost two decades, the landscape for digital marketing has evolved massively. For Barry, while it’s still about understanding your customer and how to position your brand to meet their needs, what continues to change is the channels used to reach them. “Consumer behaviour is changing, and we know that customers are moderating in their consumption, so we can’t rely on the same way of marketing that we have always used. “When wine meets people in the occasions and formats that suit their lives, rather than asking them to learn the category first, the response is often the opposite of decline. It’s less about educating people into wine and more about welcoming them in. Brands still need to be authentic. They need to know their story and tell it with consistency, whatever the channel,” she explains. Over the years, Barry has spearheaded campaigns that have been memorable for many different reasons. She enjoys campaigns that bring wineries together to collectively share their stories, such as the Rosé Revolution with De Bortoli between 2011 and 2013, which saw over 100 wineries unite to drive growth in purpose-made rosé. Having launched #ShirazWineDay during Covid for brands to tactically sell more of Australia’s most widely-planted red variety, learnings from such varietal-led campaigns fed directly into the Fiano Festa campaign in 2025, which generated an approximate reach of 2.7 million, 24,500 social media interactions, 350 non-social media mentions and a 58 per cent increase in Google searches for Fiano wine. “When we started out last year, we thought there were about 80 Aussie wineries making Fiano. Now we’ve discovered that there are nearly 300 Australian producers, and interest in the 2026 campaign is growing. Fiano has resonated with consumers for many reasons, particularly its suitability for enjoying with so many different cuisines,” says Barry. “Varietal days may now seem like they happen often, but it’s how you decide to participate and leverage them that can make a huge difference if you consider the messaging beyond one day and lean into the storytelling across multiple brand touchpoints. When an industry backs the customer and works together rather than competing for the same slice of attention, the numbers actually move.” Beyond campaigns, Barry is also overjoyed by the opportunity to work with brands like Best’s Wines Great Western, Scarborough Wines, Redman, Oliver’s Taranga, Shaw + Smith and Holm Oak, who have all been partners of Mastermind for over a decade. After more than 20 years in digital marketing, Barry likes to think she has helped enable many wine and food brands on their digital journey. From marketing strategy and social media training, through to support upskilling brands through regional associations, she has opened eyes and opportunities for wineries to embrace digital and social media channels. While her job is often to put other people in the spotlight, her work has earned her recognition as both Wine Communicators of Australia’s Wine Communicator of the Year and Australian Women in Wine’s Marketer of the Year. Barry describes those awards as validation of doing things differently to drive great results. But success for Barry is about more than awards, it’s about growing a business that balances a great work environment and flexible culture that allows the team to be present with their families. Reflecting on when she started Mastermind, with a one-year-old, Barry says: “It was difficult then to find a family-friendly senior marketing role without having to travel a lot with young children, and that was part of the vision for starting Mastermind, often using part-time working mums in the early days to help deliver great results. “I want other women coming through this industry to know that building a serious career here, on their own terms, is absolutely possible,” Barry added. Outlining where she believes marketing will evolve next, Barry says the brands that stand out are the ones with a clear point of view, who use new platforms, but tie them back to strategic outcomes. “Wineries have traditionally undervalued marketing. The ones thinking strategically about driving awareness and attention, and investing properly in their brand, are the ones seeing results. Price is just one lever, so thinking broadly about what the customer needs and how you can resonate is more critical than ever, but it does require a consistent approach and some investment.” And while she points to opportunities in AI, she says that given how much of what winemakers sell is a story about people and place, marketing will still rely heavily on real, authentic connection. “This is still where we are seeing some great results: campaigns like the ChardoMay event between Scarborough Wine Co and Sonoma Bakery, where customers were rewarded with exclusive opportunities based on their loyalty, are still building real connection. “My final consideration of where wine marketing is headed next is not to underestimate the power of collaboration. We work in an incredible sector, with some wonderful brands. I think it’s important to continue to work together to tell the good news stories, to champion the narratives that are bringing new customers into the category, without needing to reinvent the wheel every time,” Barry concluded. You can read more from our Wednesday Women series here. If you would like to be featured in the series, or know somebody who deserves to be recognised, reach out to Molly on mnicholas@intermedia.com.au. Molly holds a bachelor's degree in Journalism, and with five years spent working in pubs and brewpubs in England, her move into drinks journalism was a natural progression. In June 2023, Molly stepped... More by Molly Nicholas After starting in financial services, it was weekends spent travelling through Australia’s wine regions that sparked Trish Barry’s interest in the wine industry. That interest soon became a career, combining her business and marketing expertise with a growing understanding of the wine consumer. While working at Australia’s first digital marketing agency she saw the ability for wineries to connect with consumers and help build their brands and stories. This was strengthened through a wine marketing degree and led Barry to launch Mastermind Consulting 18 years ago, with the ambition of helping wine, hospitality and beverage brands connect with consumers. “I love working directly with brands, helping unpick the stories that owners or winemakers need to convey, and challenging ourselves on how we do things differently to stay relevant. It’s a real privilege to be able to tell the stories of so many artisan craftspeople,” she says. When Barry started Mastermind 18 years ago, digital marketing was in its infancy. An early adopter of digital and social media platforms that hold significant relevance today, Barry has remained focused on finding new ways to tell the stories behind wine. “[When I started Mastermind] I saw an opportunity for brands to go direct to consumer, to tell their stories and use digital marketing tools. Websites, email and social media were at the time new mediums, and those who embraced the platforms and leaned into communicating directly with their customers built a real head start, one that’s still paying off for some of our longest-standing clients today. The ones who treated it as core to the business, rather than bolting it on, are the ones still seeing the dividends: sharper targeting, stronger customer relationships and better data to guide decisions.” In almost two decades, the landscape for digital marketing has evolved massively. For Barry, while it’s still about understanding your customer and how to position your brand to meet their needs, what continues to change is the channels used to reach them. “Consumer behaviour is changing, and we know that customers are moderating in their consumption, so we can’t rely on the same way of marketing that we have always used. “When wine meets people in the occasions and formats that suit their lives, rather than asking them to learn the category first, the response is often the opposite of decline. It’s less about educating people into wine and more about welcoming them in. Brands still need to be authentic. They need to know their story and tell it with consistency, whatever the channel,” she explains. Over the years, Barry has spearheaded campaigns that have been memorable for many different reasons. She enjoys campaigns that bring wineries together to collectively share their stories, such as the Rosé Revolution with De Bortoli between 2011 and 2013, which saw over 100 wineries unite to drive growth in purpose-made rosé. Having launched #ShirazWineDay during Covid for brands to tactically sell more of Australia’s most widely-planted red variety, learnings from such varietal-led campaigns fed directly into the Fiano Festa campaign in 2025, which generated an approximate reach of 2.7 million, 24,500 social media interactions, 350 non-social media mentions and a 58 per cent increase in Google searches for Fiano wine. “When we started out last year, we thought there were about 80 Aussie wineries making Fiano. Now we’ve discovered that there are nearly 300 Australian producers, and interest in the 2026 campaign is growing. Fiano has resonated with consumers for many reasons, particularly its suitability for enjoying with so many different cuisines,” says Barry. “Varietal days may now seem like they happen often, but it’s how you decide to participate and leverage them that can make a huge difference if you consider the messaging beyond one day and lean into the storytelling across multiple brand touchpoints. When an industry backs the customer and works together rather than competing for the same slice of attention, the numbers actually move.” Beyond campaigns, Barry is also overjoyed by the opportunity to work with brands like Best’s Wines Great Western, Scarborough Wines, Redman, Oliver’s Taranga, Shaw + Smith and Holm Oak, who have all been partners of Mastermind for over a decade. After more than 20 years in digital marketing, Barry likes to think she has helped enable many wine and food brands on their digital journey. From marketing strategy and social media training, through to support upskilling brands through regional associations, she has opened eyes and opportunities for wineries to embrace digital and social media channels. While her job is often to put other people in the spotlight, her work has earned her recognition as both Wine Communicators of Australia’s Wine Communicator of the Year and Australian Women in Wine’s Marketer of the Year. Barry describes those awards as validation of doing things differently to drive great results. But success for Barry is about more than awards, it’s about growing a business that balances a great work environment and flexible culture that allows the team to be present with their families. Reflecting on when she started Mastermind, with a one-year-old, Barry says: “It was difficult then to find a family-friendly senior marketing role without having to travel a lot with young children, and that was part of the vision for starting Mastermind, often using part-time working mums in the early days to help deliver great results. “I want other women coming through this industry to know that building a serious career here, on their own terms, is absolutely possible,” Barry added. Outlining where she believes marketing will evolve next, Barry says the brands that stand out are the ones with a clear point of view, who use new platforms, but tie them back to strategic outcomes. “Wineries have traditionally undervalued marketing. The ones thinking strategically about driving awareness and attention, and investing properly in their brand, are the ones seeing results. Price is just one lever, so thinking broadly about what the customer needs and how you can resonate is more critical than ever, but it does require a consistent approach and some investment.” And while she points to opportunities in AI, she says that given how much of what winemakers sell is a story about people and place, marketing will still rely heavily on real, authentic connection. “This is still where we are seeing some great results: campaigns like the ChardoMay event between Scarborough Wine Co and Sonoma Bakery, where customers were rewarded with exclusive opportunities based on their loyalty, are still building real connection. “My final consideration of where wine marketing is headed next is not to underestimate the power of collaboration. We work in an incredible sector, with some wonderful brands. I think it’s important to continue to work together to tell the good news stories, to champion the narratives that are bringing new customers into the category, without needing to reinvent the wheel every time,” Barry concluded. You can read more from our Wednesday Women series here. If you would like to be featured in the series, or know somebody who deserves to be recognised, reach out to Molly on mnicholas@intermedia.com.au. Molly holds a bachelor's degree in Journalism, and with five years spent working in pubs and brewpubs in England, her move into drinks journalism was a natural progression. In June 2023, Molly stepped... More by Molly Nicholas Your email address will not be published. Required fields are marked * Comment * Name * Email * Website Save my name, email, and website in this browser for the next time I comment. Notify me of follow-up comments by email. Notify me of new posts by email. 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Orange winemaker Daniel Shaw has launched a new range of premium dealcoholised wines under the Lidster label.
Orange winemaker Daniel Shaw has launched a new range of premium dealcoholised wines under the Lidster label, with Australian distribution to be handled by Swift & Moore Beverages. The range comprises an Alcohol Removed Chardonnay and Shiraz, both produced from a single vineyard in the foothills of Mount Canobolas, near Orange in Central West NSW. The cool-climate wines are produced using organic principles and barrel ageing, with the range designed to retain the character of the vineyard following alcohol removal. Shaw said the aim was to produce non-alcoholic wines that delivered the same sense of place and enjoyment as traditional wine. “I am extremely proud of our new range. When creating the Lidster range, we sought to bring the same sense of joy to food and wine that any great wine will do. We truly believe that our new non-alcoholic wines have that same sense of place and are proud to release this new range,” Shaw said. Shaw has worked in winemaking across Italy, California, New Zealand and Australia, and played an important role in establishing the Philip Shaw vineyards and winery in Orange alongside his father, Philip Shaw. He also has previous experience in the non-alcoholic wine category, having worked on the Ariel range while winemaker at J. Lohr Wines in California in the early 2000s. Ariel was distributed in Australia by ClearMind, which has now reunited with Shaw to develop the Lidster range. ClearMind Managing Director Frank Hubbard said the company had been seeking an Australian producer capable of developing a premium dealcoholised wine offering. “We established ClearMind in 1995 to supply the Australian market with premium dealcoholised wine. While our focus has been on sourcing high-quality beverages from the USA, Spain, France and Germany, we have been longing for the time when an Australian winemaker would produce a distinctive and superior range of non-alcoholic wine,” Hubbard said. “We are so delighted that Daniel Shaw has taken up this challenge with the new Lidster range. We believe it is an exceptional, world-class product.” Lidster Alcohol Removed Chardonnay and Shiraz will be distributed nationally by Swift & Moore Beverages and are expected to be widely available from late September, with a $28.99 RRP. Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Cocktails. More by Andy Young Orange winemaker Daniel Shaw has launched a new range of premium dealcoholised wines under the Lidster label, with Australian distribution to be handled by Swift & Moore Beverages. The range comprises an Alcohol Removed Chardonnay and Shiraz, both produced from a single vineyard in the foothills of Mount Canobolas, near Orange in Central West NSW. The cool-climate wines are produced using organic principles and barrel ageing, with the range designed to retain the character of the vineyard following alcohol removal. Shaw said the aim was to produce non-alcoholic wines that delivered the same sense of place and enjoyment as traditional wine. “I am extremely proud of our new range. When creating the Lidster range, we sought to bring the same sense of joy to food and wine that any great wine will do. We truly believe that our new non-alcoholic wines have that same sense of place and are proud to release this new range,” Shaw said. Shaw has worked in winemaking across Italy, California, New Zealand and Australia, and played an important role in establishing the Philip Shaw vineyards and winery in Orange alongside his father, Philip Shaw. He also has previous experience in the non-alcoholic wine category, having worked on the Ariel range while winemaker at J. Lohr Wines in California in the early 2000s. Ariel was distributed in Australia by ClearMind, which has now reunited with Shaw to develop the Lidster range. ClearMind Managing Director Frank Hubbard said the company had been seeking an Australian producer capable of developing a premium dealcoholised wine offering. “We established ClearMind in 1995 to supply the Australian market with premium dealcoholised wine. While our focus has been on sourcing high-quality beverages from the USA, Spain, France and Germany, we have been longing for the time when an Australian winemaker would produce a distinctive and superior range of non-alcoholic wine,” Hubbard said. “We are so delighted that Daniel Shaw has taken up this challenge with the new Lidster range. We believe it is an exceptional, world-class product.” Lidster Alcohol Removed Chardonnay and Shiraz will be distributed nationally by Swift & Moore Beverages and are expected to be widely available from late September, with a $28.99 RRP. Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Cocktails. More by Andy Young Your email address will not be published. Required fields are marked * Comment * Name * Email * Website Save my name, email, and website in this browser for the next time I comment. Notify me of follow-up comments by email. Notify me of new posts by email. Δdocument.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Join the thousands of liquor professionals who receive The Shout’s newsletter
Squealing Pig has launched a zero sugar extension of its Squealini Spritz range, responding to growing consumer demand for lower-sugar and lower-calorie wine-based drinks.
Squealing Pig has launched a zero sugar extension of its Squealini Spritz range, responding to growing consumer demand for lower-sugar and lower-calorie wine-based drinks. Squealini Zero Sugar Spritz will be available in two of the brands existing flavours: Zesty Lemon and Ripe Raspberry. The new products contain 60 calories and one gram of carbohydrates per serve, with no artificial colours or flavours. The launch follows consumer research cited by Squealing Pig showing that two-thirds of millennials are interested in lower-sugar wine products, while two in three Gen Z and millennial consumers are interested in lower-calorie wine products. Squealing Pig Global Marketing Manager Shehan Ananthakumar said the range was designed to combine these preferences with demand for fruit-flavoured wine products. “People are increasingly looking for sugar-free alternatives to their favourite drinks. With 63 per cent of Gen Z and 62 per cent of millennials interested in wine products with added fruit flavours, Squealini Zero Sugar Spritz brings that together in a refreshing, fruit-forward spritz that can be enjoyed without the sugar,” Ananthakumar said. Ananthakumar said the launch would provide consumers with more choice within the Squealini portfolio as the brand prepares for the warmer months. “A spritz in the sun has become a quintessential part of how Australians enjoy the warmer weather. With a great stable of Squealini Spritz flavours already available, our Zero Sugar spritz range offers more choice for sun-soaked moments with friends and family,” he said. Squealini Zero Sugar Spritz will be available through Dan Murphy’s, BWS, Liquorland, independent bottle shops and online retailers, as well as bars, pubs and clubs. The broader Squealini Spritz range will also be available on pour at events including Sydney Mardi Gras and Midsumma Festival. Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Cocktails. More by Andy Young Squealing Pig has launched a zero sugar extension of its Squealini Spritz range, responding to growing consumer demand for lower-sugar and lower-calorie wine-based drinks. Squealini Zero Sugar Spritz will be available in two of the brands existing flavours: Zesty Lemon and Ripe Raspberry. The new products contain 60 calories and one gram of carbohydrates per serve, with no artificial colours or flavours. The launch follows consumer research cited by Squealing Pig showing that two-thirds of millennials are interested in lower-sugar wine products, while two in three Gen Z and millennial consumers are interested in lower-calorie wine products. Squealing Pig Global Marketing Manager Shehan Ananthakumar said the range was designed to combine these preferences with demand for fruit-flavoured wine products. “People are increasingly looking for sugar-free alternatives to their favourite drinks. With 63 per cent of Gen Z and 62 per cent of millennials interested in wine products with added fruit flavours, Squealini Zero Sugar Spritz brings that together in a refreshing, fruit-forward spritz that can be enjoyed without the sugar,” Ananthakumar said. Ananthakumar said the launch would provide consumers with more choice within the Squealini portfolio as the brand prepares for the warmer months. “A spritz in the sun has become a quintessential part of how Australians enjoy the warmer weather. With a great stable of Squealini Spritz flavours already available, our Zero Sugar spritz range offers more choice for sun-soaked moments with friends and family,” he said. Squealini Zero Sugar Spritz will be available through Dan Murphy’s, BWS, Liquorland, independent bottle shops and online retailers, as well as bars, pubs and clubs. The broader Squealini Spritz range will also be available on pour at events including Sydney Mardi Gras and Midsumma Festival. Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Cocktails. More by Andy Young Your email address will not be published. Required fields are marked * Comment * Name * Email * Website Save my name, email, and website in this browser for the next time I comment. Notify me of follow-up comments by email. Notify me of new posts by email. Δdocument.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Join the thousands of liquor professionals who receive The Shout’s newsletter
GIVIT said the long-term partnership had helped the charity increase its reach and respond to people experiencing hardship.
Endeavour Group and national charity platform GIVIT have reached $10million in direct community support through their seven-year partnership, with Dan Murphy’s and BWS stores raising $2.1m in FY26 alone. The partnership allows local store teams to select the causes they support, with fundraising directed towards community priorities including natural disaster relief, mental health and wellbeing, homelessness, Christmas appeals, and family and domestic violence (FDV). Endeavour Group Chief Corporate Affairs and Sustainability Officer Dan Holland said the local approach was central to the partnership’s success. “Reaching $10 million is an incredible moment, but for us, the magic is in how it happens,” Holland said. “Our local store teams choose the causes that matter most to their own neighborhoods – from domestic violence support to disaster recovery. It connects our crew and our customers directly to the communities we serve every single day.” Endeavour’s ongoing support has helped GIVIT expand its operations nationally and establish itself as a state government partner for disaster recovery. In FY26, the partnership responded to nearly 6,500 requests for assistance across all Australian states and territories, providing practical support including groceries, clothing, gift cards, fuel and white goods. Support for people experiencing FDV remains a major focus. With more than half of all requests made through GIVIT relating to domestic safety, Endeavour directed $450,000 in FY26 specifically towards FDV relief efforts across the country. GIVIT Corporate Partnerships Manager Catherine Grbic said the long-term partnership had helped the charity increase its reach and respond to people experiencing hardship. “Endeavour’s long-term support has allowed GIVIT to scale our operations to support more people around Australia,” Grbic said. “The culture of advocacy demonstrated across Endeavour continues to make a tangible difference in the lives of people experiencing hardship. While the GIVIT team greatly appreciates this commitment, the true impact is reflected in the positive outcomes achieved for those who receive these crucial donations.” Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Cocktails. More by Andy Young Endeavour Group and national charity platform GIVIT have reached $10million in direct community support through their seven-year partnership, with Dan Murphy’s and BWS stores raising $2.1m in FY26 alone. The partnership allows local store teams to select the causes they support, with fundraising directed towards community priorities including natural disaster relief, mental health and wellbeing, homelessness, Christmas appeals, and family and domestic violence (FDV). Endeavour Group Chief Corporate Affairs and Sustainability Officer Dan Holland said the local approach was central to the partnership’s success. “Reaching $10 million is an incredible moment, but for us, the magic is in how it happens,” Holland said. “Our local store teams choose the causes that matter most to their own neighborhoods – from domestic violence support to disaster recovery. It connects our crew and our customers directly to the communities we serve every single day.” Endeavour’s ongoing support has helped GIVIT expand its operations nationally and establish itself as a state government partner for disaster recovery. In FY26, the partnership responded to nearly 6,500 requests for assistance across all Australian states and territories, providing practical support including groceries, clothing, gift cards, fuel and white goods. Support for people experiencing FDV remains a major focus. With more than half of all requests made through GIVIT relating to domestic safety, Endeavour directed $450,000 in FY26 specifically towards FDV relief efforts across the country. GIVIT Corporate Partnerships Manager Catherine Grbic said the long-term partnership had helped the charity increase its reach and respond to people experiencing hardship. “Endeavour’s long-term support has allowed GIVIT to scale our operations to support more people around Australia,” Grbic said. “The culture of advocacy demonstrated across Endeavour continues to make a tangible difference in the lives of people experiencing hardship. While the GIVIT team greatly appreciates this commitment, the true impact is reflected in the positive outcomes achieved for those who receive these crucial donations.” Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Cocktails. More by Andy Young Your email address will not be published. Required fields are marked * Comment * Name * Email * Website Save my name, email, and website in this browser for the next time I comment. Notify me of follow-up comments by email. Notify me of new posts by email. Δdocument.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Join the thousands of liquor professionals who receive The Shout’s newsletter
NSW Wine Month will return this November with an expanded program of events, promotions and collaborations.
NSW Wine Month will return this November with an expanded program of events, promotions and collaborations designed to connect consumers with the state’s wine regions, producers and hospitality venues. Now in its third year, the month-long celebration will officially begin with the 2026 ICC Sydney NSW Wine Awards on 30 October, where the year’s top wines and trophy winners will be announced. The program will then run throughout November, with tastings, winemaker dinners, masterclasses and other events taking place across the state. NSW Wine Month is again supported by The Rocks, ICC Sydney, Destination NSW, Good Food and The WinedUp Podcast. NSW Wine President Mark Bourne said the initiative was focused on building stronger connections between regional producers and consumers. “At its heart NSW Wine Month is about building stronger, lasting connections between our regional farmers and businesses, and consumers across the state,” Bourne said. “The month is packed with unique opportunities to enjoy beautiful wine, hear stories from the 200 years of grape growing and winemaking history in NSW and discover something completely new at our flagship festival Sydney Cellar Door from 13-15 November with more than 35 wineries heading to First Fleet Park in The Rocks.” Sydney Cellar Door will be held from 13 to 15 November at First Fleet Park in The Rocks, bringing together more than 35 wineries from across NSW. The festival will give consumers the opportunity to meet producers, taste wines from different regions and explore the diversity of the state’s wine offering in one location. Beyond the flagship event, NSW Wine Month will include collaborations and activities stretching from the Riverina to Sydney, with participating wineries and venues hosting events throughout November. Minister for Jobs and Tourism Steve Kamper said the NSW Government was pleased to support the initiative as it entered its third year. “The NSW Government is proud to support NSW Wine Month as it enters its third successful year. “The event will showcase the quality and diversity of our state’s world-class wine regions and vineyards, giving thousands of people an opportunity to meet the award-winning winemakers behind them. “With tastings, winemaker dinners, masterclasses and other events taking place throughout November, there has never been a better time to discover NSW wine.” Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Cocktails. More by Andy Young NSW Wine Month will return this November with an expanded program of events, promotions and collaborations designed to connect consumers with the state’s wine regions, producers and hospitality venues. Now in its third year, the month-long celebration will officially begin with the 2026 ICC Sydney NSW Wine Awards on 30 October, where the year’s top wines and trophy winners will be announced. The program will then run throughout November, with tastings, winemaker dinners, masterclasses and other events taking place across the state. NSW Wine Month is again supported by The Rocks, ICC Sydney, Destination NSW, Good Food and The WinedUp Podcast. NSW Wine President Mark Bourne said the initiative was focused on building stronger connections between regional producers and consumers. “At its heart NSW Wine Month is about building stronger, lasting connections between our regional farmers and businesses, and consumers across the state,” Bourne said. “The month is packed with unique opportunities to enjoy beautiful wine, hear stories from the 200 years of grape growing and winemaking history in NSW and discover something completely new at our flagship festival Sydney Cellar Door from 13-15 November with more than 35 wineries heading to First Fleet Park in The Rocks.” Sydney Cellar Door will be held from 13 to 15 November at First Fleet Park in The Rocks, bringing together more than 35 wineries from across NSW. The festival will give consumers the opportunity to meet producers, taste wines from different regions and explore the diversity of the state’s wine offering in one location. Beyond the flagship event, NSW Wine Month will include collaborations and activities stretching from the Riverina to Sydney, with participating wineries and venues hosting events throughout November. Minister for Jobs and Tourism Steve Kamper said the NSW Government was pleased to support the initiative as it entered its third year. “The NSW Government is proud to support NSW Wine Month as it enters its third successful year. “The event will showcase the quality and diversity of our state’s world-class wine regions and vineyards, giving thousands of people an opportunity to meet the award-winning winemakers behind them. “With tastings, winemaker dinners, masterclasses and other events taking place throughout November, there has never been a better time to discover NSW wine.” Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Cocktails. More by Andy Young Your email address will not be published. Required fields are marked * Comment * Name * Email * Website Save my name, email, and website in this browser for the next time I comment. Notify me of follow-up comments by email. Notify me of new posts by email. Δdocument.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Join the thousands of liquor professionals who receive The Shout’s newsletter
Jim Beam’s Global Brand Ambassador Tim Heuisler reflects on storytelling, and championing Bourbon around the world.
Tim Heuisler is Jim Beam’s Global Brand Ambassador. He recently visited Australia and sat down with The Shout, reflecting on his role as a storyteller and champion of Bourbon in bars around the world. Originally from Philadelphia, Tim got his start in hospitality at 16 and was instantly hooked. After school, he threw himself into the restaurant and bar scene, scoring a job at well-respected whiskey and jazz bar, Time. “I was there for nearly a decade, and it’s where I fell in love with barrel-aged spirits and cocktails,” he said. After many years behind the bar, Tim decided to make a change. “Timing is a hell of a concept,” he joked. “When I was ready to part ways with my old hospitality team, Beam was looking for a Brand Ambassador in New York City. I always admired the Beam portfolio and its sales team, so I was itching for an interview… And the rest is history.” After five years covering the east coast of the US, Tim stepped into the global role in 2025. “There’s no real ‘normal’ in my current role but that’s why I enjoy it. Whether I am working with our internal teams at Suntory Global Spirits, our distributor partners, retailers, bartenders, or just the everyday drinker, my responsibility remains the same; get people excited about our brands. “I bridge a gap between production, marketing and sales with the ultimate goal of making people feel a personal connection to our brands. If a bottle of whiskey could physically talk and then pour itself into a glass or a refreshing cocktail, I wouldn’t have a job, and I’m very aware of that.” Importantly, Tim reinforced a brand ambassador’s role in participating in a brand’s bigger picture. “So many people are involved in bringing a brand like Jim Beam to life – from the hundreds of people at our distillery, to the teams in bottling and shipping and our distributors and sales folks all the way to the bartenders who proudly serve our whiskey. We are one cog in a massive wheel.” With that in mind, what excites Tim about the global spirits industry is having the opportunity to balance evolution with celebrating brands that stand the test of time. “Above all though, it’s the people,” he said. “I work with some of my best friends and continue to meet interesting characters around the world who make this industry what it is.” A key part of Tim’s job is communicating with a variety of global markets in an authentic and engaging way. For him, the opportunity – and the challenge – is connecting in every context. “Everybody has a Jim Beam story. Well, most people have a Jim Beam story. The brand is fortunate in that regard, because at least when we enter the room or a new market, we rarely hear ‘Jim who?’. “My job is to tell the Jim Beam story through my experiences and encourage others to create their own version of that. Since prohibition, Beam has always been a quality brand that was produced for the many, not the few, and at a reasonable price. In today’s world, most people can relate to a product like that.” Describing the current global on-premise market for Bourbon, Tim said it is no surprise that the category is facing significant headwinds. “It’s not the first time our industry has faced similar challenges either. Between the Bourbon boom we experienced, Covid-collecting-gone-wild, and now low-alcohol and affordable drinking trends, there’s a lot to juggle.” Despite the challenges, he suggests that opportunity is found in understanding how and why consumers are drinking at the bar. “Personally, I can’t drink beer the way I used to, but a Jim Beam and lemonade or a highball? Yeah, I can have a few of those while watching the footy with a group of friends. Both the opportunity and the challenge is to find new ways to get bourbon into a wide variety of drinking occasions – not just the old school ‘classic cocktail’ or ‘beer and a shot’ dive bar.” Tim’s approach to his role is something he says he is continually adapting and experimenting with, but one thing remains constant – a people-first focus. “[It] has evolved a lot with the ever-changing landscape of the spirits industry, which in turn affects our corporate structure and the jobs to be done. “From creating bartender-driven programs like the Knob Creek Jogging Club, to supporting sports partnerships with the MLB or Cadillac Formula 1, to leading masterclasses and story-telling seminars – they all revolve around people and the power on connectivity.” Reflecting on the future of Jim Beam on-premise and his role in driving the brand, Tim says his goal is to continue bringing people together. “When I was bartending back in the States, Jim Beam was a staple behind nearly every bar. That is not the case today, especially when getting into certain international markets. “My hope is to remind the hospitality industry why Jim Beam is the number one Bourbon in the world. It’s an unpretentious brand that celebrates community, sharing experiences and creating new stories together. In a world that seems to be pushing us further apart, I’m a firm believer that sharing a glass of whiskey at a bar with strangers will be a forever unifier.” Sienna Martyn is a journalist across Food & Beverage Media titles Australian Hotelier, National Liquor News, The Shout, Bars & Cocktails and Beer & Brewer. Sienna also brings to the role over... More by Sienna Martyn Tim Heuisler is Jim Beam’s Global Brand Ambassador. He recently visited Australia and sat down with The Shout, reflecting on his role as a storyteller and champion of Bourbon in bars around the world. Originally from Philadelphia, Tim got his start in hospitality at 16 and was instantly hooked. After school, he threw himself into the restaurant and bar scene, scoring a job at well-respected whiskey and jazz bar, Time. “I was there for nearly a decade, and it’s where I fell in love with barrel-aged spirits and cocktails,” he said. After many years behind the bar, Tim decided to make a change. “Timing is a hell of a concept,” he joked. “When I was ready to part ways with my old hospitality team, Beam was looking for a Brand Ambassador in New York City. I always admired the Beam portfolio and its sales team, so I was itching for an interview… And the rest is history.” After five years covering the east coast of the US, Tim stepped into the global role in 2025. “There’s no real ‘normal’ in my current role but that’s why I enjoy it. Whether I am working with our internal teams at Suntory Global Spirits, our distributor partners, retailers, bartenders, or just the everyday drinker, my responsibility remains the same; get people excited about our brands. “I bridge a gap between production, marketing and sales with the ultimate goal of making people feel a personal connection to our brands. If a bottle of whiskey could physically talk and then pour itself into a glass or a refreshing cocktail, I wouldn’t have a job, and I’m very aware of that.” Importantly, Tim reinforced a brand ambassador’s role in participating in a brand’s bigger picture. “So many people are involved in bringing a brand like Jim Beam to life – from the hundreds of people at our distillery, to the teams in bottling and shipping and our distributors and sales folks all the way to the bartenders who proudly serve our whiskey. We are one cog in a massive wheel.” With that in mind, what excites Tim about the global spirits industry is having the opportunity to balance evolution with celebrating brands that stand the test of time. “Above all though, it’s the people,” he said. “I work with some of my best friends and continue to meet interesting characters around the world who make this industry what it is.” A key part of Tim’s job is communicating with a variety of global markets in an authentic and engaging way. For him, the opportunity – and the challenge – is connecting in every context. “Everybody has a Jim Beam story. Well, most people have a Jim Beam story. The brand is fortunate in that regard, because at least when we enter the room or a new market, we rarely hear ‘Jim who?’. “My job is to tell the Jim Beam story through my experiences and encourage others to create their own version of that. Since prohibition, Beam has always been a quality brand that was produced for the many, not the few, and at a reasonable price. In today’s world, most people can relate to a product like that.” Describing the current global on-premise market for Bourbon, Tim said it is no surprise that the category is facing significant headwinds. “It’s not the first time our industry has faced similar challenges either. Between the Bourbon boom we experienced, Covid-collecting-gone-wild, and now low-alcohol and affordable drinking trends, there’s a lot to juggle.” Despite the challenges, he suggests that opportunity is found in understanding how and why consumers are drinking at the bar. “Personally, I can’t drink beer the way I used to, but a Jim Beam and lemonade or a highball? Yeah, I can have a few of those while watching the footy with a group of friends. Both the opportunity and the challenge is to find new ways to get bourbon into a wide variety of drinking occasions – not just the old school ‘classic cocktail’ or ‘beer and a shot’ dive bar.” Tim’s approach to his role is something he says he is continually adapting and experimenting with, but one thing remains constant – a people-first focus. “[It] has evolved a lot with the ever-changing landscape of the spirits industry, which in turn affects our corporate structure and the jobs to be done. “From creating bartender-driven programs like the Knob Creek Jogging Club, to supporting sports partnerships with the MLB or Cadillac Formula 1, to leading masterclasses and story-telling seminars – they all revolve around people and the power on connectivity.” Reflecting on the future of Jim Beam on-premise and his role in driving the brand, Tim says his goal is to continue bringing people together. “When I was bartending back in the States, Jim Beam was a staple behind nearly every bar. That is not the case today, especially when getting into certain international markets. “My hope is to remind the hospitality industry why Jim Beam is the number one Bourbon in the world. It’s an unpretentious brand that celebrates community, sharing experiences and creating new stories together. In a world that seems to be pushing us further apart, I’m a firm believer that sharing a glass of whiskey at a bar with strangers will be a forever unifier.” Sienna Martyn is a journalist across Food & Beverage Media titles Australian Hotelier, National Liquor News, The Shout, Bars & Cocktails and Beer & Brewer. Sienna also brings to the role over... More by Sienna Martyn Your email address will not be published. Required fields are marked * Comment * Name * Email * Website Save my name, email, and website in this browser for the next time I comment. Notify me of follow-up comments by email. Notify me of new posts by email. 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Gage Roads Brewing Co has announced a five-year extension to its exclusive beer and cider supply agreement with Optus Stadium in Perth.
Gage Roads Brewing Co has announced a five-year extension to its exclusive beer and cider supply agreement with Optus Stadium, keeping Western Australian beer in the Perth stadium through to the end of 2032. The partnership further cements the brewery’s commitment to supporting Western Australia’s local jobs, industry and community organisations right across the state. Gage Roads Managing Director John Hoedemaker shared his excitement to be working with the venue for years to come. “We could not be prouder. Optus Stadium has been an incredible platform for Gage Roads, helping us showcase proudly Western Australian brands to millions of fans and visitors. As one of the country’s premier venues, it represents the very best of WA, and we’re honoured to continue playing a role in creating memorable experiences for fans. “This partnership demonstrates the power of backing local, combining world-class venue experiences with a proudly Western Australian success story that continues to invest in WA’s future,” he said. Gage Roads first partnered with Optus Stadium in 2017 before the stadium had even opened. Since 2018 Gage Roads has been at everything from derby days, Test cricket, international football and concerts with more than 16.6 million beers and ciders poured at the stadium. Optus Stadium CEO Mike Mckenna said:“Since opening in 2018, Gage Roads beers and Matso’s products have been a huge hit with fans attending events at Optus Stadium. Locals have enjoyed trying the ever-evolving range, while visitors to Western Australia have experienced a taste of our unique lifestyle through some of the State’s best-known local brands. “We’re delighted to continue our partnership with Gage Roads and look forward to working together to keep bringing great Western Australian products and experiences to fans at Optus Stadium.” To celebrate the milestone, for the month of September Gage Roads will be pouring Purple Reign – a limited release purple lager honouring the colours of Fremantle’s AFL team. The beer gets its distinctive colour from the natural colourings of purple carrot and blackcurrant, which deliver the purple colour without interfering with the flavour of the lager base. “With beer being yellow, it’s actually quite difficult to get the purple colour,” said Aaron Heary, Gage Roads’ Executive Director Strategy. “We’ve experimented with all different types of colours and flavours and despite the colour, this is a light-bodied, easy-drinking beer that if you close your eyes it drinks like a classic WA lager.” Ahead of tonight’s Fremantle versus Hawthorn AFL game to be played at Optus stadium, WA’s Sport and Recreation Minister Rita Saffioti commented on the excitement surrounding the renewed partnership. “Gage Roads is an iconic ‘Made in WA’ success story and I’m so pleased to support their extension as the official beer supplier at Optus Stadium. “I’m sure more than a few Freo fans will enjoy Purple Reign this Thursday, it’s a great way to celebrate the finals campaign and while showcasing another quality product made right here in WA. From travelling on WA-made trains and buses to enjoying a locally brewed beer at the game, fans are supporting local jobs and our Government is proud to do the same,” she said. In the eight years since partnering with Optus Stadium, Gage Road’s group sales volume has grown from 12.8 million litres to 30.8 million litres; revenue has grown from $33.2m to $127.2m and the team has grown from 55 full-time roles to 245. Today Gage Roads employs almost 400 people across the business and boasts an employee ownership of 30 per cent of the company. Heary said that the growth would not have been possible without the partnership and support of the stadium. “The stadium was a huge catalyst for our growth, it put our brands in the hands of hundreds of thousands of West Australians, each year delivering the exposure and scale to allow us to become one of Western Australia’s most recognised brands. “Almost everything we’ve built since, our brands, our capacity, our venues, our national footprint is amplified by decision by the WA Government in 2017 to back a local brewer at the stadium,” he said. Gage Roads also opened its flagship venue, Gage Roads Freo, on Fremantle’s Victoria Quay in 2021 and has since welcomed a remarkable 2.5 million visitors from across Perth, around Australia and around the world. The team is continuing to invest strongly in its brewery to lift capacity, backing WA manufacturing and building the state’s industrial capability. Sienna Martyn is a journalist across Food & Beverage Media titles Australian Hotelier, National Liquor News, The Shout, Bars & Cocktails and Beer & Brewer. Sienna also brings to the role over... More by Sienna Martyn Gage Roads Brewing Co has announced a five-year extension to its exclusive beer and cider supply agreement with Optus Stadium, keeping Western Australian beer in the Perth stadium through to the end of 2032. The partnership further cements the brewery’s commitment to supporting Western Australia’s local jobs, industry and community organisations right across the state. Gage Roads Managing Director John Hoedemaker shared his excitement to be working with the venue for years to come. “We could not be prouder. Optus Stadium has been an incredible platform for Gage Roads, helping us showcase proudly Western Australian brands to millions of fans and visitors. As one of the country’s premier venues, it represents the very best of WA, and we’re honoured to continue playing a role in creating memorable experiences for fans. “This partnership demonstrates the power of backing local, combining world-class venue experiences with a proudly Western Australian success story that continues to invest in WA’s future,” he said. Gage Roads first partnered with Optus Stadium in 2017 before the stadium had even opened. Since 2018 Gage Roads has been at everything from derby days, Test cricket, international football and concerts with more than 16.6 million beers and ciders poured at the stadium. Optus Stadium CEO Mike Mckenna said:“Since opening in 2018, Gage Roads beers and Matso’s products have been a huge hit with fans attending events at Optus Stadium. Locals have enjoyed trying the ever-evolving range, while visitors to Western Australia have experienced a taste of our unique lifestyle through some of the State’s best-known local brands. “We’re delighted to continue our partnership with Gage Roads and look forward to working together to keep bringing great Western Australian products and experiences to fans at Optus Stadium.” To celebrate the milestone, for the month of September Gage Roads will be pouring Purple Reign – a limited release purple lager honouring the colours of Fremantle’s AFL team. The beer gets its distinctive colour from the natural colourings of purple carrot and blackcurrant, which deliver the purple colour without interfering with the flavour of the lager base. “With beer being yellow, it’s actually quite difficult to get the purple colour,” said Aaron Heary, Gage Roads’ Executive Director Strategy. “We’ve experimented with all different types of colours and flavours and despite the colour, this is a light-bodied, easy-drinking beer that if you close your eyes it drinks like a classic WA lager.” Ahead of tonight’s Fremantle versus Hawthorn AFL game to be played at Optus stadium, WA’s Sport and Recreation Minister Rita Saffioti commented on the excitement surrounding the renewed partnership. “Gage Roads is an iconic ‘Made in WA’ success story and I’m so pleased to support their extension as the official beer supplier at Optus Stadium. “I’m sure more than a few Freo fans will enjoy Purple Reign this Thursday, it’s a great way to celebrate the finals campaign and while showcasing another quality product made right here in WA. From travelling on WA-made trains and buses to enjoying a locally brewed beer at the game, fans are supporting local jobs and our Government is proud to do the same,” she said. In the eight years since partnering with Optus Stadium, Gage Road’s group sales volume has grown from 12.8 million litres to 30.8 million litres; revenue has grown from $33.2m to $127.2m and the team has grown from 55 full-time roles to 245. Today Gage Roads employs almost 400 people across the business and boasts an employee ownership of 30 per cent of the company. Heary said that the growth would not have been possible without the partnership and support of the stadium. “The stadium was a huge catalyst for our growth, it put our brands in the hands of hundreds of thousands of West Australians, each year delivering the exposure and scale to allow us to become one of Western Australia’s most recognised brands. “Almost everything we’ve built since, our brands, our capacity, our venues, our national footprint is amplified by decision by the WA Government in 2017 to back a local brewer at the stadium,” he said. Gage Roads also opened its flagship venue, Gage Roads Freo, on Fremantle’s Victoria Quay in 2021 and has since welcomed a remarkable 2.5 million visitors from across Perth, around Australia and around the world. The team is continuing to invest strongly in its brewery to lift capacity, backing WA manufacturing and building the state’s industrial capability. Sienna Martyn is a journalist across Food & Beverage Media titles Australian Hotelier, National Liquor News, The Shout, Bars & Cocktails and Beer & Brewer. Sienna also brings to the role over... More by Sienna Martyn Your email address will not be published. Required fields are marked * Comment * Name * Email * Website Save my name, email, and website in this browser for the next time I comment. Notify me of follow-up comments by email. Notify me of new posts by email. Δdocument.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Join the thousands of liquor professionals who receive The Shout’s newsletter
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Sept. 9, 2026By Cody Profaca A rise in retail crime is sweeping liquor retailers across New South Wales, with thefts, break-ins and incidents of intimidation and violence reported statewide. Recent examples include multiple liquor-store break-ins on Sydney's Northern Beaches and CCTV footage showing teenagers stealing alcohol and pushing past retail workers in Mascot. The rise in retail crime is also having an economic impact. One offender was charged by NSW Police in August for allegedly stealing $11,000 worth of red wine from eight Sydney liquor stores across suburbs including Rhodes, Kirribilli, Double Bay, Burwood, Martin Place and Thornleigh. Retail Drinks Australia CEO Michael Waters said the spike in retail crime marks a continuation of a much broader and increasingly concerning trend. "This is another example of increasingly brazen retail crime targeting local retail liquor businesses," he said. "Retail crime has increased by 67 per cent in NSW over the past five years, and our own industry research shows nearly half of liquor-store staff experience a security incident weekly or more often." Research by Retail Drinks Australia, based on more than 1,000 retail liquor stores, also found that only 47 per cent report every security incident to police, while 15 per cent of employees reported feeling unsafe or very unsafe at work. This is directly impacting consumer habits. 11 per cent of consumers surveyed said they had witnessed an incident of retail theft over the past 12 months, and 40 per cent said they had changed how they shop at liquor stores due to security concerns. Retail Drinks Australia is calling for urgent bipartisan support for its proposed Small Business Security Rebate Program, designed to help businesses physically harden stores against crime. The proposal would provide matched grants of up to $15,000 for measures including CCTV, alarms, duress buttons, security lighting, shutters, bollards and access-control systems, alongside security assessment vouchers worth up to $3,000. It is modelled on successful business-security programs operating in the Northern Territory. "Government should be helping small businesses make themselves harder targets, while ensuring police and the courts have the tools to deal with those who repeatedly target them,” said Waters. "RDA is calling on the NSW Government to continue working with industry on stronger enforcement, better support for retailers and meaningful consequences for repeat offenders.” Retail Drinks also welcomed the NSW Government's commitment to Workplace Protection Orders, on which it consulted, and called for the legislation to be introduced and passed without delay. The New South Wales liquor retail industry continues to act through Retail Drinks Australia's Safe to Serve industry responsibility program, which provides retailers and staff with practical resources covering security risk assessments, target-hardening, physical security, de-escalation and managing high-risk situations. For more advice on how to deal with rising retail crime in your store, read the recommendations made in Retail Drinks Australia's Retail Liquor Industry Safety & Security Report, which it published in April. Share the content Sept. 9, 2026 Sept. 1, 2026 Sept. 1, 2026 Aug. 25, 2026 Aug. 24, 2026 Aug. 19, 2026 Aug. 5, 2026 Aug. 3, 2026 July 10, 2026
Sept. 9, 2026By Cody Profaca Endeavour Group has surpassed $10 million in donations to national charity platform GIVIT after seven years of partnership. The business first surpassed $5 million in donations in late 2024, with strong momentum since carrying the business to the milestone. The past fiscal year saw $2.1 million raised by Dan Murphy’s and BWS stores to address local community priorities. Store teams selected the causes, which included natural disaster relief, mental health and wellbeing, homelessness, Christmas appeals, and family and domestic violence. Endeavour Group also directed an additional $450,000 specifically toward family and domestic violence relief efforts, a core component of the charity’s work. Dan Holland, Endeavour’s Chief Corporate Affairs and Sustainability Officer, said the $10 million milestone was “an incredible moment” but that the “magic” is the internal processes behind it. “Our local store teams choose the causes that matter most to their own neighborhoods – from domestic violence support to disaster recovery. It connects our crew and our customers directly to the communities we serve every single day,” Holland said. Announcing today's milestone, GIVIT credited Endeavour’s seven-year partnership with supporting its national expansion and its work with state governments on disaster recovery. Catherine Grbic, Corporate Partnerships Manager at GIVIT, said: “The culture of advocacy demonstrated across Endeavour continues to make a tangible difference in the lives of people experiencing hardship. While the GIVIT team greatly appreciates this commitment, the true impact is reflected in the positive outcomes achieved for those who receive these crucial donations.” The Endeavour-GIVIT partnership started in 2019 as a modest $250 register check-out campaign. In financial year 2026, the partnership helped answer nearly 6,500 requests for support across every Australian state and territory, providing practical items such as groceries, clothing, gift cards, fuel, and white goods. Endeavour is not the only drinks business to have supported GIVIT, with Lion beer brand Tooheys raising $60,000 for NSW flood victims through a July 2025 campaign. Share the content Sept. 9, 2026 Sept. 1, 2026 Sept. 1, 2026 Aug. 25, 2026 Aug. 24, 2026 Aug. 19, 2026 Aug. 5, 2026 Aug. 3, 2026 July 10, 2026
Sept. 9, 2026By Cody Profaca Treasury Wine Estates' Squealing Pig has extended its Squealini Spritz range with a new Zero Sugar offering. Launching in two of Squealini’s best-selling flavours, Zesty Lemon and Ripe Raspberry, Squealini Zero Sugar retains the range's bold, fruit-forward profiles but with 60 calories and 1g of carbs per serve. Its release presents a unique proposition to trade as one of the first zero-sugar packaged wine spritzes on the market. This opportunity is underpinned by data, with IWSR’s Wine Landscapes 2025 Australia report revealing that two-thirds of millennials are interested in lower-sugar wine products, while two-in-three Gen Z and millennials are interested in lower-calorie wine products. Squealing Pig’s Global Brand Manager, Leanne Bi, told Drinks Trade: “It's a bit of an unexplored territory at the moment, but the winemaking team behind us, they're really invested into developing new technologies and techniques to bring innovation to the wine category.” The extension builds on Squealini’s role in recruiting new consumers to the wine category since its launch in October 2024. "Squealini is attracting new wine shoppers to the category, with this audience representing a considerable share of sales," Leanne Bi said. "Hopefully, as those consumers age and grow more interest and [become] more involved in wine, we'll see them moving into more of the traditional varietals like sauv blanc or pinot gris." Squealini also delivers on building demand for flavoured wine, with 63 per cent of Gen Z and 62 per cent of millennials interested in wine products with added fruit flavours. Shehan Ananthakumar, Squealing Pig’s Global Marketing Manager, said: “Squealini Zero Sugar Spritz brings that together in a refreshing, fruit-forward spritz that can be enjoyed without the sugar.” The broader Squealini range now includes Zesty Lemon, Ripe Raspberry, Lush Lychee and Creamy Mango Bliss, while Squealini Zero Sugar launches in Zesty Lemon and Ripe Raspberry. Squealini Zero Sugar will be available across major Australian liquor retailers, independent bottle shops, and bars, pubs and clubs nationwide from late September. It will also be on pour at a number of events this summer, including Midsumma Festival and Sydney Mardi Gras, of which TWE is an official partner. Also newly released is Squealini Creamy Mango Bliss spritz, which was inspired by the dreamy flavours of mango twirl gelato Share the content Sept. 8, 2026 Sept. 8, 2026 Sept. 7, 2026 Sept. 7, 2026 Sept. 7, 2026 Sept. 7, 2026 Sept. 4, 2026 Sept. 3, 2026 Sept. 3, 2026