Endeavour Drinks has entered into a strategic partnership with B2B drinks specialist Shorty’s Liquor and is preparing to launch the business nationally.
Established in 2001, Shorty’s Liquor services corporate customers and on-premise venues in Sydney.
Shorty’s Liquor offers online ordering and delivery to corporate offices in Sydney, and its client list includes a number of prominent financial services, legal, and advertising businesses.
Endeavour Drinks has acquired a majority interest in Shorty’s Liquor alongside its founder David Short and will support its growth plans in Melbourne, Brisbane and other capital cities over the coming years.
David Short will continue to lead the business within the broader Endeavour Group.
Endeavour Drinks Managing Director Steve Donohue said: “Developing new growth avenues is a key priority for Endeavour Drinks as we work to connect everyone with a drinks experience they’ll love.
“We have a proud track record partnering with innovative players in drinks having successfully integrated the likes of Dan Murphy’s, Cellarmasters and Jimmy Brings into our portfolio.
“Shorty’s has developed an exciting proposition over the years and we’re pleased to be partnering with them to build a presence in the business to business segment.
“We look forward to partnering with David and his team to offer even better value and more convenience to more corporate customers across Australia.
“Our initial focus will be on identifying those areas where Endeavour can add value to the Shorty’s business and the entry of the Shorty’s business model into other markets.”
Short added: “We’re thrilled to be partnering with Endeavour Drinks to help fuel our next wave of growth.
“We’ll benefit greatly from tapping into Endeavour’s national supply chain, while also retaining our agility as a distinct business within the group.”
In July 2019, Woolworths Group announced a plan to combine its drinks and hospitality businesses – Endeavour Drinks and ALH Group (‘ALH’) – into a single entity.
In December 2019, Woolworths shareholders approved a Restructure Scheme to combine Woolworths Group’s drinks and hospitality businesses to create Endeavour Group. Woolworths Group intends to implement the ALH Merger to combine Endeavour Group with Bruce Mathieson Group’s interests in ALH in February 2020.
Following the Restructure and ALH Merger, Woolworths intends to pursue a separation of Endeavour Group from Woolworths by way of demerger or other value accretive alternative. Separation of Endeavour Group by demerger will require shareholder approval.