A new price-led banner brand launches | The Shout

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Independent Liquor Retailers (ILR) has launched Liquor Boss, a new sub-banner set to lead with an aggressive pricing strategy.

ILR General Manager Corey Leeson said the launch of the new brand is part of a reinvigorated channel strategy.

“It’s sort of setting that ultimate group up for the future and acting a bit like a chain,” he told National Liquor News.

“We want to ensure we have a retail offer for all types of independent liquor businesses,” he said.

“Our strategic planning identified a gap in the market for an aggressive price strategy underpinned with strong range, service and everyday value attributes.”

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A new price-led banner brand launches – The Shout, Hotel News, Liquor News, Bar + Club News.