Steve Donohue CEO of Endeavour Group and Tim Carroll director of merchandise. Image courtesy Endeavour Group

Australia’s leading drinks and hospitality business Endeavour Group will utilise an industry-first data tool for suppliers, unveiled at its Supplier Summit in Sydney yesterday, in response to growing demand for greater data and insights transparency in the retail liquor industry.

Complete Liquor, owned and established by data and insights company Circana, will be built to offer a “single source of truth”, according to Endeavour, in order to increase clarity about the retail liquor market for trade suppliers. This will grant the industry access to a free report offering a top-level overview of the beer, wine, spirits and pre-mix categories, providing a clear and comprehensive market perspective.

With more than 2,000 trade suppliers across Dan Murphy’s, BWS and ALH, Endeavour Group has also launched its first Trade Supplier Charter – a new public commitment to continuous improvement in supplier relations, which builds on its existing policies and initiatives.

Endeavour Group CEO and managing director Steve Donohue said the Trade Supplier Charter and Complete Liquor tool demonstrate a focus on strong partnerships and innovation.

“We have doubled the number of small suppliers we work with since 2018, and now 90 percent of what we range is sourced from independent, small suppliers,” said Donohue. “Importantly, some of the most popular drinks we sell today didn’t exist two years ago, which is a testament to their responsiveness to changing customer preferences.

“After three years as a standalone company, we are pleased with our progress in building long-term partnerships with our suppliers, but we are always looking for ways to improve.

“From the introduction of 14-day payment terms for smaller suppliers, the launch of Dan Murphy’s Marketplace to give suppliers more routes to market, and hosting regular Supplier Forums and sharing data and insights, our track record demonstrates this.

“We want to promote mutual, sustainable growth with our suppliers, we want to drive innovation, and seek to promote high standards of ethical conduct. That is why our Trade Supplier Charter is built on three principles: transparency, simplicity, and genuine collaboration.

“By taking a transparent, simple and collaborative approach to our discussions with suppliers, we have heard consistently of the need for quality data and insights to help guide their decision-making.”

Managing director, Asia- Pacific, Circana, Paul Hinds, said that Complete Liquor was designed to “identify opportunities” and “streamline decision making”.

“Combining unmatched measurement capabilities and our deep industry expertise, we are excited to partner with retailers across the liquor sector to provide the first single source of truth for the industry,” said Hinds.

Endeavour Group’s new Trade Supplier Charter can be read in full here.

Are you a Daily Wine News subscriber? If not, click here to join our mailing list. It’s free!