Retail Drinks Australia, previously the Australian Liquor Stores Association (ALSA), is a national industry body that represents the interests of Australia’s packaged retail liquor stores, offering ongoing advocacy and support to their members, ensuring the industry prospers.
When we were initially approached by ALSA, they had recently appointed a new CEO who was leading a national restructure and name change to Retail Drinks Australia (Retail Drinks) to combat their declining relevance and membership base. The CEO was yet to build her team and required brand and marketing support to help relaunch the organisation, communicating the new name and brand to their national audience. A complete rebrand, collateral development and marketing support needed to be turned around within two months: and Nucleus were up for the challenge.
Within only eight weeks, Nucleus worked with Retail Drinks to develop a new brand, strategic marketing collateral and digital assets, including a new website to help support marketing and business development efforts.
Based on the success of the launch, we also developed and implemented a multichannel strategic advocacy campaign for the Northern Territory targeting local liquor retailers. This campaign was designed to deliver a clear call to action that prompted people to show support via an online petition. The campaign generated 1340 supporters which lead to the petition being tabled in parliament and demonstrated the power of the advocacy that Retail Drinks could provide for its members under the new brand.
From the time of their new brand launch, Retail Drinks have developed significant relevance in the industry to become the peak national body for retail liquor stores. They are also operating on a global level by creating policy that has been presented by the largest global alcohol companies to the World Health Organisation as being best in class.