about us | independent liquor stores

About Us

You may have noticed some changes going on in the retail liquor industry of late. Many of the stores you know, have been sold, changed name or disappeared altogether.

Much of this repositioning has been a result of the aggressive acquisition policies of the major supermarket chains. In order to survive, independent retailers have had to make some bold changes.

With the backing of Metcash Trading Ltd (IGA supermarkets), independent liquor retailers from around the country have decided to unite, and form one National brand called ‘Cellarbrations’.

Being united under one name with over 400 stores nationwide, Cellarbrations will provide independent liquor retailers with a strong national brand, protection against acquisition and a brighter long term future.

Being part of a strong independent group, your local Cellarbrations store will have access to quality products, better prices, more promotions, as well as a new look, easy to shop store.

Add this to our already high quality personal service, and you have the ingredients for one of the best liquor stores in town.

By staying independent, we will keep the chains honest, and continue making personal service an important part of your liquor shopping experience.