Super Liquor

What Super Liquor does

Super Liquor Holdings Limited (SLH) is a New Zealand-incorporated private company headquartered in Newmarket, Auckland, that operates the country's leading retail liquor franchise network under the Super Liquor brand. The business was formally established in September 1995 when the Super Liquor group, previously managed by Lion Group (LLR), was separated and franchised; the brand itself traces back to the late 1970s as 'Super Liquor Man.' SLH does not directly retail alcohol — it acts as the franchisor for 185+ independent stand-alone stores nationwide, each owned and operated by separate shareholders, directors, or partners, while SLH provides brand, training, marketing, and shared services. Core product categories are beer & cider, wine & bubbles, spirits, ready-to-drink (RTDs), and a dedicated low/no alcohol range, with mixers, gift cards, the Premium Spirits Club membership, and the Cashpoints coalition loyalty program as supporting services.

The technology stack is conventional retail: the superliquor.co.nz e-commerce storefront is built on the nopCommerce open-source platform, integrated store-by-store for online ordering with in-store pickup and nationwide home delivery, with 18+ ID verification on delivery. Payments are processed through Payment Express (Windcave). The Cashpoints loyalty program, operated in conjunction with Cashpoints New Zealand Limited, is the primary customer data and retention layer, accessible via physical card or mobile app, and is the anchor for an active GTM partnership program with major multinational beverage suppliers including Beam Suntory, DB Breweries (Heineken), Parrotdog Brewery, Campari, Vinarchy, and Hancocks.

Revenue is generated through the franchise model — primarily recurring franchise fees, brand licensing, and shared marketing/technology services — overlaid on retail alcohol sales executed by independent franchisees. The model is asset-light at the corporate level (headcount 11-50), with end-customers being New Zealand adult consumers purchasing for personal, social, gifting, function, and party occasions; SLH states the brand is the choice for 'over 12 million sociable Kiwi occasions.' The business is not backed by disclosed private equity or venture capital and has no publicly listed parent.

Name

Super Liquor

Legal name

Super Liquor Holdings Limited

Website

https://superliquor.co.nz

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Super Liquor Holdings Limited is a New Zealand private company that operates the country's leading retail liquor franchise network, franchising 185+ independently owned stores nationwide under the Super Liquor brand and supporting them with brand, marketing, loyalty, and e-commerce services.

Ownership category

akta.pro rank

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Alcohol Sales: Super Liquor's primary revenue comes from retail sales of alcoholic beverages (beer, wine, spirits, RTDs, ciders) and related products through its 165+ franchise stores across New Zealand, both in-store and via online ordering with pickup or delivery. Prices include GST and vary by store.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Super Liquor is a franchisor of 165+ independently owned stand-alone liquor retail stores across New Zealand, selling alcoholic beverages — beer and cider, wine and bubbles, spirits, RTDs, and low/no alcohol products — to adult consumers through in-store shopping, online ordering with in-store pickup, and nationwide home delivery. The company also operates the Cashpoints loyalty program and Premium Spirits Club membership to drive repeat purchases across the franchise network.

Product overview

Super Liquor is a New Zealand liquor retail chain operating over 185 stores nationwide. The business model is a franchise system consisting of 165 independent stand-alone stores. The core product offering is a comprehensive portfolio of alcoholic beverages organized into five main categories: Beer & Cider (including craft, value, NZ, international, low/no, and low carb varieties), Wine & Bubbles (white, red, rosé, sparkling, and fortified wines), Spirits (vodka, bourbon, brandy, gin, rum, tequila, whisky, and liqueurs), RTD's (premixed cocktails), and Low or No alcohol alternatives. Supporting services include Mixers, Gift Cards, the Premium Spirits Club membership, Cashpoints loyalty program, Super Specials promotional deals, and online ordering with pick-up and delivery options.

Differentiator

Problem solved

Functional benefit

Brands

• Cashpoints: Loyalty rewards program operated in conjunction with Cashpoints New Zealand Limited, allowing customers to earn points on purchases at Super Liquor stores.
• Super Specials
• Premium Spirits Club
• The Super Spirit Awards
• Multi-buys

Products and services

• Beer & Cider Wide selection of beers and ciders for New Zealand adult consumers (18+), including craft beer, value beer, NZ and international beers, low/no alcohol options, low carb varieties, cider, and flavoured beer. Sold in-store across 185+ franchise locations and online via superliquor.co.nz.
• Wine & Bubbles Comprehensive wine selection covering white wine, red wine, rosé, sparkling wine, fortified wine, and other wines from various regions, for adult consumers shopping in-store or online at superliquor.co.nz.
• Spirits Full range of spirits including vodka, bourbon, brandy, gin, rum, tequila, whisky, specialty liqueurs, and other spirit varieties, sold in-store and online to adult consumers across New Zealand.
• RTD's (Ready-to-Drink) Premixed cocktails and ready-to-drink beverages available in various spirit bases including bourbon, gin, rum, vodka, and whisky, sold in-store and online for adult consumers.
• Low or No Alcohol Reduced alcohol and non-alcoholic alternatives across beer, cider, wine, spirits, RTDs, and mixers, for adult consumers seeking mindful consumption options.
• Mixers Mixing companions including non-alcoholic beverages and garnishes for cocktails and mixed drinks, sold in-store and online to complement spirit and RTD purchases.
• Gift Cards Physical and digital gift cards available for purchase through the website and stores, allowing recipients to select their own beverages from any Super Liquor store nationwide.
• Premium Spirits Club Membership Membership club offering adult spirits enthusiasts access to premium spirits products, exclusive member-only deals, early access to specials, and curated premium spirits offerings.
• Cashpoints Loyalty Program Coalition loyalty program operated in conjunction with Cashpoints New Zealand Limited (CNZL), allowing customers to earn one point per dollar spent on qualifying goods and redeem points (each worth 1 NZ cent) for payment or part-payment of goods. Accessible via physical card or mobile app across all Super Liquor franchise stores.
• Online Ordering with Pickup and Delivery E-commerce service allowing customers to browse products on superliquor.co.nz, select their nearest franchise store, view store-specific pricing and stock availability, and place an order for free in-store pickup or nationwide home delivery. Delivery must be signed for by a person aged 18+ who may be asked to provide ID.
• Function & Party Bulk Quote Service Dedicated bulk ordering service for events, parties, weddings, and functions, allowing customers to submit a quote request online that is forwarded to their nearest Super Liquor franchise store for a custom quote on beer, wine, spirits, or champagne.
• Super Liquor Franchise Ownership Franchise offering for prospective operators, existing liquor store owners, and retail site purchasers to operate an independently owned Super Liquor store under the national brand, with training, marketing, and ongoing support from Super Liquor Holdings Limited.

Quantifiable outcome

• 185+ stores nationwide covering all regions of New Zealand
• +1 more outcomes

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• Franchise Association NZminorOthersSuper Liquor is a member of the Franchise Association NZ, demonstrating commitment to ethical franchise practices and standards in New Zealand.
• Hospitality NZminorOthersSuper Liquor is a member of Hospitality NZ, an industry body representing hospitality and liquor retailers in New Zealand.
• Cashpoints New Zealand Limited (CNZL)coreStrategic or Co-development PartnerCashpoints New Zealand Limited (CNZL) provides the Cashpoints loyalty program in conjunction with Super Liquor Holdings Limited and participating Super Liquor franchise stores. Customers earn 1 point per dollar spent on qualifying goods. The program is accessible via physical Cashpoints card or mobile app. CNZL collects transaction data and shares it with Super Liquor for marketing purposes. This is a core customer retention and engagement mechanism for the entire franchise network.
• Payment Express / WindcavecoreTechnology or IntegrationPayment Express, provided by Windcave, is used for secure online payment processing on the superliquor.co.nz website. Sensitive financial information (credit/debit card details) is encrypted and processed through Payment Express, which is critical for the e-commerce operation.
• Beam Suntory New ZealandcoreGTM or Marketing PartnerBeam Suntory New Zealand partners with Super Liquor for consumer promotions tied to the Cashpoints loyalty program. The 'Win a Getaway for You & Your Crush' promotion involves purchasing Canadian Club products and scanning a Cashpoints card. This is an ongoing GTM partnership driving sales of Beam Suntory brands through the Super Liquor network.
• Parrotdog BrewerycoreGTM or Marketing PartnerParrotdog Brewery runs a national consumer promotion with Super Liquor NZ ('Parrotdog Wellington Getaway'), requiring purchase of 6-Pack or 12-Pack products from a Super Liquor store and scanning a Cashpoints card to enter. This drives Parrotdog beer sales through the Super Liquor franchise network.
• DB Breweries Limited (Heineken)coreGTM or Marketing PartnerDB Breweries Limited (Heineken NZ) partners with Super Liquor for the 'Win Tickets to the Formula 1 Dutch Grand Prix 2026' promotion. Customers purchasing Heineken multi-pack products from Super Liquor stores and scanning their Cashpoints card are entered into the draw. This GTM partnership drives Heineken sales through the Super Liquor network.
• Campari New Zealand LimitedminorGTM or Marketing PartnerCampari New Zealand Limited partners with Super Liquor for the 'Coruba X Super Liquor WIS Speaker Cashpoints Promotion', where 190 JBL Flip 6 speakers are given away to customers purchasing Coruba products and scanning their Cashpoints card. The promotion is co-branded between Coruba and Super Liquor.
• Vinarchy (Church Road Wines)minorGTM or Marketing PartnerVinarchy partners with Super Liquor for a '$500 Ironclad Promotion with Church Road Wines', where customers purchasing Church Road products and scanning their Cashpoints card can win a $500 Ironclad voucher.
• Hancocks Family MerchantsminorGTM or Marketing PartnerHancocks Family Merchants runs the 'Michelob Ultra FIFA World Cup Supporters Pack' promotion (100 prize packs) with Super Liquor NZ, requiring purchase of Michelob Ultra 12 Packs and Cashpoints card scanning.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Dan Murphy's: Australia's largest off-premise liquor retailer, owned by Endeavour Group. A scaled, format-defining incumbent in the same product categories as Super Liquor but operating company-owned mega-stores rather than a franchise model.
• BWS (Beer, Wine, Spirits): Woolworths-owned off-premise liquor banner in Australia with hundreds of stores. Comparable core product mix to Super Liquor and overlapping promotional approach, though it sits inside a broader grocery-led portfolio rather than as a standalone franchise brand.

Direct peers

• Liquor King: New Zealand liquor retail chain that was historically part of the same Lion Group banner structure as Super Liquor before the 1995 spin-out. Operates standalone stores across NZ selling the same beer, wine, and spirits categories with a comparable franchise/independent store model, making it the most directly comparable peer.
• Liquorland: Liquor retail chain owned by Coles Group, with stores in both Australia and New Zealand. Direct peer given overlapping product categories (beer, wine, spirits), similar store-format and reliance on weekly promotional cycles to drive traffic.
• Cellarbrations: Australian liquor retail franchise network under Metcash's ALM Group, operating branded stores across suburban Australia. Mirrors Super Liquor's franchise model, broad beer/wine/spirits assortment, and member-exclusive promotions tied to supplier brands.
• The Mill Liquor: New Zealand independent liquor retail chain with multiple store locations, competing head-to-head with Super Liquor for the same Kiwi adult consumer. Directly comparable on product range (beer, wine, spirits), promotional pricing cadence, and offline retail footprint.
• First Choice Liquor: Coles-owned liquor retail banner in Australia offering a similar mid-market positioning to Super Liquor. Overlaps directly on product mix and member-pricing mechanics, though with a corporate rather than franchise ownership structure.
• Thirsty Liquor: Australia's largest independent liquor retailer franchise network, operating hundreds of stores under a similar franchise system. Directly comparable to Super Liquor in franchise structure, product range across beer/wine/spirits, and reliance on promotional deals and loyalty mechanics to drive basket size.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/superliquor
• Instagraminstagram.com/nzsuperliquor
• Xx.com/SLWhangaparaoa

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Super Liquor