Paramount Liquor has revealed that its new locally focused banner group will be called Sessions.
Paramount Liquor Founder Mark Rowe said Sessions liquor stores will bridge the gap between on-premise service and the off-premise retail.
“Paramount has traditionally been a 95% on-premise based business and as a result, we have been greatly affected by the COVID-19 shutdown of bars, restaurants and cafes across Victoria, NSW and South Australia,” he said.
“Post COVID-19, it is evident that we need to diversify our business into the retail channel and the best way to do this is by using our existing reputation for paramount service and bringing on experienced personnel who played a significant role in moulding the retail banner group environment that exists today.”
At the helm of Sessions are former ALM executives Jon Fernandes and Fergus Collins. Adding to the team experience, John Sudano will be key to leading the retail transformation, focusing on his well-established relationships in Victoria.
“I am really thrilled to join the Paramount group and lead their off premise strategy,” Fernandes (above) said. “The team have done an enormous amount of work on the brand, its vision and market positioning.
“Our vision is to compliment Paramount’s already exceptional service and commitment to its customers in the on-trade to the off.
He said Sessions will offer a modern look and feel, with a premium focus.
“While the mainstream volume brands are important, there is a significant consumer shift to high quality products that tell a story,” he explained.
“Not many retail groups are effectively capturing this market, which I believe will be key to Sessions’ success. The exciting opportunity right now is to work with retailers and suppliers on marketing the brands that today’s consumers are looking for.
“This means designing targeted programs that drive increased basket sales in store and market to the local area, driving more footfall to store.
“We are pumped to be part of this great initiative and kicking off Paramount’s retail group. And to be focusing on the local independent, marketing to their local needs and delivering on the quality service and values that the group is already famous for in the trade.”
Collins added: “It’s been interesting to watch the lack of innovation in the liquor retail market, the me-too promotional and advertising programs. The shift in consumer preference across craft beer and craft spirits, plus the continued premiumisation in the market is only being addressed by retailers working outside the traditional marketing group models.
“It’s great to be working with Jon and independent retailers to be innovative once again.”