NZ liquor chain rebrands as franchise model

NZ chain rebrands franchise
Auckland’s The Trusts is rebranding stores as Liquorland or Super Liquor.

In a move to “boost consumer choice”, New Zealand liquor retailer The Trusts is rebranding its stores in West Auckland as either Liquorland or Super Liquor stores within the next 12 months.

The move will see the retailer, which has a community mandate to operate retail liquor licenses in its area, change all 25 stores to a franchise brand model. 

As part of its initial trial in 2021, the company replaced three of its stores under the Liquorland brand and another store last year.

The Trusts CEO Allan Pollard said adopting a new retail model would introduce two of the country’s largest liquor retail brand names to the area, and the initial trial has been well received.

Two franchise brands

“Under our new initiative, consumers will see one of two new franchised brands replacing each of The Trusts stores in their area – with potential for other liquor retail brands in the future,” he explained.

Pollard said consumers would have access to the same core product range, pricing, and promotions available at any Liquorland or Super Liquor stores operating in New Zealand.

In addition, each store will carry 1500 to 2000 products and will continue to stock products sourced from local vineyards and boutique manufacturers. 

There will also be no reduction in the number of stores in West Auckland due to the rebranding.

“This change program is an extension of The Trusts’ strategic growth strategy, with the move designed to create significant cost efficiencies for us and remove the cost of running our retail brand,” continued Pollard.

“We are also committed to bringing greater choice to West Auckland consumers and maintaining our primary role as responsible liquor retailers in the region.”

This article was first published on sibling website Inside Retail NZ.