One of the country's best-known independent retailers has announced a partnership with Coles' First Choice Liquor Markets. Beer Cartel's craft beer packs can now be ordered via First Choice by online customers in NSW, with the intention to roll the offer out into other states.
Beer Cartel has been a leading player in craft beer retail for well over a decade, with founders Richard Kelsey and Geoff Huens making the decision to move wholly online in 2023. That side of their business had been built in part by the success of their customised beer packs, such as the advent calendars sold in the thousands each year.
The plan in this partnership with one of the country's two biggest retailers is to offer customers curated packs including their Australian Craft Beer Mixed Pack, Hottest 100 Aussie Craft Beer Mixed Pack, Birthday Craft Beer Gift Pack, Limited Edition IPA Pack, Dark Beer Limited Edition Mixed Pack, and Best of Germany Mixed Pack.
In a media release announcing the launch, Richard said: “Earlier this year, we transitioned to a larger warehouse, bidding farewell to our physical store. However, we always envisioned a return to the world of bricks-and-mortar, and this partnership helps bring that vision to life.”
MEDIA RELEASE: BEER CARTEL PARTNERS WITH FIRST CHOICE LIQUOR MARKET TO BRING CUSTOMERS THE ULTIMATE CRAFT BEER EXPERIENCE
First Choice Liquor Market customers in New South Wales can from today purchase a unique range of craft beer packs thanks to an exclusive partnership with award winning Australian online craft beer retailer, Beer Cartel. The offer will be available to online customers in New South Wales, before expanding into other states and stores and includes a selection of Beer Cartel’s most popular beer packs, such as Australian Craft Beer Mixed Pack, Hottest 100 Aussie Craft Beer Mixed Pack, Birthday Craft Beer Gift Pack, Limited Edition IPA Pack, Dark Beer Limited Edition Mixed Pack, and Best of Germany Mixed Pack.
Commenting on the partnership Coles Liquor Business Category Manager for Beer, Nick McArdle said the collaboration offered a new way to expand the mix of craft beer currently on offer at First Choice Liquor Market as well as provide customers with exciting new drink experiences.
“First Choice Liquor Market is the home of craft beer and we’re really excited to partner with Beer Cartel to expand our range of curated local and international beer packs,” said Nick. “We’re confident our customers are going to love the selection that make an excellent gift for any beer lover or someone just wanting to discover new and emerging styles,” he said.
Launching in 2009, Beer Cartel’s mission is to make craft beer more accessible to Australians, and this partnership allows the online business to reach a bigger audience and achieve a retail footprint once more.
“Earlier this year, we transitioned to a larger warehouse, bidding farewell to our physical store. However, we always envisioned a return to the world of bricks-and-mortar, and this partnership helps bring that vision to life,” said co-founder and director Richard Kelsey.
At its full potential, the partnership could see Beer Cartel packs ranged in more than 930 Liquorland, First Choice Liquor Market and Vintage Cellars stores, as well as online.
First Choice Liquor Market is the Platinum sponsor of GABS Hottest 100, and currently stocks more than 140 different craft beers in every store. Canstar Blue recently awarded First Choice Liquor Market the liquor brand with the Most Satisfied customers for 2023, achieving five stars for checkout experience, customer service, store layout and presentation, deals and specials available, as well as overall satisfaction.
Explore the range of Beer Cartel packs now available to online customers in New South Wales here.
