More than 600 billboards and digital screens promoting 92 local, independent suppliers have been rolled out across the country as part of a BWS campaign.
“We know that COVID-19 has hit our independent suppliers the hardest, which is why we want to do as much as we can to support them,” said Scott Davidson, Managing Director of BWS.
“We’ve always been passionate about having products made by local producers in our stores, and now we want to make sure all of our customers know about these incredible, locally made drinks,” he added.
The multi-million dollar ‘Local Luvva’ campaign can be seen across the country from Darwin to Adelaide, via Perth and Sydney, and features independent suppliers including Margaret River’s Cheeky Monkey Brewing and McLaren Vale’s Coriole Vineyards.
“The ads have been designed so that the supplier’s brand and logo is front and centre, and celebrate local, independent Australian producers as well as their biggest fans – hence the name Local Luvva,” BWS Head of Marketing Vanessa Rowed said.
The campaign also includes digital, social media and radio ads that hero local suppliers, and is running from now until the end of September.
“We love seeing our BentSpoke BWS ads displayed all over Canberra,” said Richard Watkins, co-owner and Head Brewer at BentSpoke Brewing in Canberra.
“2020 has been a difficult time for many small producers first with the bushfires and then COVID-19. We hope this campaign reminds people to buy and support local brands,” he added.
Industry associations Independent Brewers Association (IBA), Australian Grape & Wine and Australian Distillers Association (ADA) welcomed the Local Luvva campaign.
“Any support for local businesses from the larger retailers like BWS is absolutely welcome in this really difficult time for so many of Australia’s up-and-coming distilleries,” said Stuart Gregor, President of the Australian Distillers Association and co-founder Four Pillars Gin.
“We absolutely urge consumers to support their local distilleries wherever they might be. If you are stuck at home you might as well be able to make a great drink using local spirits, it’s one small way to help our businesses survive.”
“With hundreds of our winemakers struggling after a year of bushfires and smoke, and now COVID-19, we welcome this campaign as it Australian wines and shines a spotlight on Australia’s grape growers, winemakers and the wonderful regions they call home,” said Tony Battaglene, Chief Executive, Australian Grape & Wine.
“We truly appreciate the support that BWS and Endeavour Group continue to provide independent brewers and are pleased to extend this partnership,” said IBA’s General Manager Kylie Lethbridge.
“All our brewers have struggled with some major setbacks this year, particularly those in regional areas, so we can think of nothing better than to share a love of local indie beer – now more than ever.”
Earlier this year, BWS and Dan Murphy’s as part of an initiative of its parent company Endeavour Group fast-tracked over 350 new suppliers and thousands of products to stores to support suppliers struggling due to COVID-19 restrictions.