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The Cellarbrations company was founded in 2004, and its headquarters is based in North Ryde in Sydney, Australia. Today, it has over 500 liquor outlets located in every state and territory throughout the country, and they employ over 700 people.
Operating within the Gas Stations, Convenience & Liquor Stores, Retail sectors using both physical store outlets and the Internet online ordering channel, they are among the most comprehensive independent retail liquor labels operating in Australia. It has developed a reputation as one of the most reliable independent liquor brands in the market, which is symbolized by its successful customer loyalty program, with over 25,000 active members.
The Australian Liquor Industry Awards have awarded Cellarbrations with the year's retail banner group in 2004, 2006, and 2009. It is the only independent group to be presented this award three times.
Notable for their customer service and customer loyalty program, which focuses on personalized service for every customer. Over 70% of Cellarbrations outlets are owner-operated, which is the most significant contributing factor to their attitudes towards their customers. Weekly, monthly, and seasonal specials on beer, wine and spirits are available to outlets and online orders, with remarkable savings and specials available exclusively to loyalty program members.
The Australian liquor retail market is a multi-billion dollar industry, and Cellarbrations are a vital player in this market capturing over $500 million in revenue in 2020. Independent Brands Australia (IBA) is the second-largest network of retail liquor outlets, with Cellarbrations one of its brands.