Over the last 12 months, liquor retailers have navigated shifts in consumer preferences, health conscious choices and a wave of new product development. As we look ahead to 2025, the retail liquor landscape is shaping up to be just as dynamic, and staying on top of trends is key for retailers looking to engage modern shoppers.
This feature highlights some of the products, trends and opportunities set to reshape shelves and sales in the year ahead.
“I think Amaro should have been big this year, but because the economy is so slow we didn’t see it. But the way Margarita’s boomed in Covid, Amaro will be next. It’s that European holiday lifestyle, and you don’t need to have more than just a nip. I’m putting my money on Amaro.”
Imogen Murphy, Store Manager, Thirstville
Squealini brings summer flavours to the wine category
Capitalising on demand for Spritz and aperitifs, Squealing Pig has launched a trio of bottled wine Spritzes.
Squealing Pig spokesperson Nick Powell says: “At Squealing Pig, we understand that today’s consumers want more than just a classic wine – they want to enhance their social gatherings with something that feels contemporary and exciting. We are committed to engaging those who typically reach for cocktails, offering them an alternative that captures the essence of summer fun and refreshment.”
The new line includes Squealini Zesty Lemon Wine Spritz, a lively Spritz that delivers a tangy punch; Squealini Fuzzy Peach Wine Spritz, a Bellini-style Spritz with intense peach flavour and subtle tropical notes; and Squealini Spiced Apple Pie Wine Spritz, with a palate of apples, pears and preserved lemon.
Distributor: Treasury Wine Estates
“Over the past year, the cider category in Australia has made an exciting return to growth, driven by premiumisation. With broad appeal across genders and a strong presence among younger consumers – 50 per cent of whom are aged 18 to 39 – it remains a key segment. Summer presents the perfect opportunity to capitalise on this momentum, as consumers increasingly seek out refreshing, flavourful options. Strategic tactics such as compelling promotional pricing and off-location displays will play a crucial role in encouraging rediscovery and driving impulse purchases.”
Daniel English, National Shopper Marketing Manager, Good Drinks Australia
Beerfarm debuts mid-range Hazy Pale
Joining the best-selling Royal Haze and Hazy Standard, Hazy Pale is the latest release from Beerfarm, and the brewery’s first mid-range hazy pale ale, bridging the gap between its high- and low-ABV counterparts.
Crafted using the same signature malt bill and house hazy yeast as Royal Haze and Hazy Standard, in addition to Clayton Riwaka hops, Hazy Pale targets growing demand for sessionable hazy styles.
Charlotte Freeston, Innovation and New Product Development Manager, says: “Using the addition of NZ hops was a really exciting move and the Clayton Riwaka is so bright and bursting with passionfruit. This beer hits the juicy nail on the head with the bright NZ hop character really shining against the juicy US hops we know and love – El Dorado and Idaho 7 – both staples in the other hazy family members.”
Sitting at 4.6 per cent, Hazy Pale has a gentle malt sweetness and delivers notes of exotic citrus and stone fruit with a hint of passionfruit and a well-rounded mouthfeel.
Distributor: Beerfarm
“We’re still seeing a continued growth trajectory of the younger, health-conscious consumer. This macro trend gives us great confidence that there is a key role to play in no- and low-sugar light RTDs this summer. Retailers would be well placed this summer if they give the right amount of fridge space for no- and low-sugar light RTDs, which includes hard seltzer. They should also work with strong independent RTD brands to help them drive margin in the category and provide the shopper with a variety of options.”
Wade Tiller, CEO, Hard Fizz
Fourth Wave Wine launches ‘hard’ wine brand
Fourth Wave Wine has announced the launch of its latest wine range, Mullet Wines, a specialist ‘hard’ wine brand crafted to appeal to consumers seeking bolder flavours and higher ABVs.
Ross Marshall, Managing Director of Fourth Wave Wines, says: “When you think of wine, you think of words like elegant, terroir, sophisticated – but as the wine industry tries to find new ways to attract and recruit modern consumers, you need to think differently and look at how other categories engage them, so we took inspiration from the rise of ‘hardy style’ as a feature in the seltzer and spirits category.”
The line up comprises seven Australian-made wines, each varying from 13.5 to 17 per cent ABV, starting with three full-bodied reds, Mullet Hard Shiraz, Mullet Pinot Noir and Mullet Cabernet Sauvignon.
The collection also includes one sparkling wine, Mullet Hard Sparkly, alongside Mullet Pinot Gris, Mullet Chardonnay and Mullet Moscato.
Distributor: Fourth Wave Wine
“From Sauvignon Blanc to Riesling, light whites will continue to pique popularity, in part due to their versatility as new generation drinkers seek out different consumption occasions, beyond the dinner table. This is also influenced by the rise of high-quality low-alcohol [under 10 per cent ABV] and lower-alcohol [up to 12 per cent ABV] options, that deliver on the promise of moderation and taste.
“On the flip side, textual whites like Chardonnay are also having a resurgence, with palates prioritising depth and flavour. Rosé isn’t going away, proving popular beyond the summer months, and finally, Australian sparkling is predicted to feature strongly as the bubbles preference this festive season.”
Kristy Rutherford, Marketing Director, Pernod Ricard
The New Zealand gin crafted from Sauvignon Blanc grapes
New to the Australian market, Strange Nature Gin is a grape-based gin uniquely made from New Zealand Sauvignon Blanc, featuring juniper as its single botanical. Strange Nature Gin was crafted to capture the essence of its New Zealand origins, resulting in a spirit that is aromatic, fruity and herbaceous.
Rhys Julian, Managing Director of Strange Nature Gin, says: “Crafting the strangest gin on the market, that is also highly sustainable and completely traceable from grape to glass, sets us apart from the competition. Our distinctive bottle design captures attention before the gin is even tasted.”
Strange Nature Gin is packaged in a fluted forest green bottle, which was recently awarded a gold medal for Bottle Design and Packaging at the Los Angeles Spirit Awards, making it an eye-catching addition to any gin collection.
Distributor: Oatley Wines or contact truth@strangenaturedistilling.co.nz
“In 2025, Australia’s beer scene looks poised to see a renewed focus on reliable, refreshing styles of beer that focus on fresh Australasian ingredients. Think Australian pale ales, New Zealand pilsners and crisp, refreshing lagers. While the more adventurous styles such as high-alcohol hazy IPAs and barrel-aged stouts are maintaining their popularity, there is a movement back to beers that are less exclusive.”
Tom Champion, Brewery Director, Felons Brewing Co
Introducing the Lucky Lips line from Meditrina Beverages
Lucky Lips is a vibrant new brand of wine, launched by Meditrina Beverages to enhance the small joys of life and make every occasion sparkle.
The range includes a signature Prosecco, with citrus blossom, lemon zest and nashi pear aromas leading into a delicately fruited but bright palate; and Prosecco Strawberries and Cream Spritz, a refreshing Spritz with a clean finish, ideal for the summer months.
Anthony Taliano, Managing Director at Meditrina Beverages, says: “Lucky Lips is more than just a wine; it’s an experience. We believe that every moment deserves a touch of joy, and these wines are crafted to bring smiles to every table. With Lucky Lips, we invite you to pop open a bottle, share a laugh, and create unforgettable memories.”
Distributor: Meditrina Beverages
“How Australians are drinking over the summer season has changed over recent years, and moderation or abstaining from alcohol is on the rise. Retailers can capitalise on this growing trend by ranging premium non-alcoholic beer, wine, spirit and RTD options in-store. Whether you’re hosting a summer barbecue or attending a Christmas dinner and need to BYO drinks, your local retailer should be a one-stop-shop for all things beverages.”
Kelli McPhie, Vice President APAC, Lyre’s
Two barrel-aged brews from Felons Brewing Co
Showcasing Felons Brewing Co’s continued exploration of oak as an ingredient, the brewery has announced its latest limited release, Running Ashore and Wee Heavier, two barrel-aged beers.
Crafted at 8.3 per cent ABV, Running Ashore is an oak-fermented Saison, conditioned in Koerner Slavonian ex-Chardonnay barrels for nine months. Tasting notes describe fresh pear, native flowers and honeysuckle, resulting in “a delightful balance awash with vanillin – an unexpected landing on effervescent shores.”
Wee Heavy, the higher-ABV offering at 9.2 per cent, is an oak-matured heavy ale. Conditioned in Gospel Whiskey charred American oak barrels for four months, the beer has top notes of rye whiskey, full-bodied spiced fruits, sweet malt and caramel grandeur.
Distributor: Felons Brewing Co
