Super Cellars

What Super Cellars does

Super Cellars is the consumer-facing trading name of The Independent Liquor Group Supplier Co-Operative Ltd (ABN 63 629 864 769), an Australian-registered co-operative headquartered at 16 Tyrone Place, Erskine Park NSW. The company operates an aggregated e-commerce platform (supercellars.com.au) that aggregates 160 independently owned and operated liquor retail stores across New South Wales, Queensland, and Victoria under a shared banner group. Member stores are licensed premises that are members of the co-operative and the SuperCellars banner group; the stores retain independent ownership and are not under the co-operative's control or management. The platform does not hold inventory or directly supply alcohol; all products are supplied and fulfilled by member stores.

The platform is built on the MyFoodLink technology stack and provides a storefront layer enabling each member store to publish its product catalog, accept online orders, and coordinate fulfillment. Supporting services include click & collect, same-day delivery, standard delivery, drive-thru at select locations, and a mobile application for iOS and Android. Distribution and payment integrations extend reach through DoorDash, Uber Eats, and Menulog for delivery, and Afterpay for buy-now-pay-later payment. A content hub called Cellar Talks supports top-of-funnel engagement through cocktail recipes, tasting guides, brand spotlights, and seasonal editorial. Compliance is governed by the Australian Privacy Principles under the Privacy Act 1988 (Cth), and the platform operates under state-specific liquor legislation across NSW, QLD, and VIC.

The revenue model is a 2.2% transaction surcharge applied to purchases made through the platform by member stores. Member stores do not pay a subscription or listing fee to use the platform; the co-operative monetizes exclusively via transaction-based take-rate. Customer segments are two-sided: business-to-business member stores (independent licensed retailers) and business-to-consumer adult purchasers (18+) seeking convenience, multiple fulfillment options, and access to a broad catalog across local independent operators. No external funding, M&A activity, or institutional ownership is disclosed in the source material; the entity is privately held as a co-operative.

Name

Super Cellars

Legal name

The Independent Liquor Group Supplier Co-Operative Ltd

Website

https://supercellars.com.au

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Super Cellars is the trading name of The Independent Liquor Group Supplier Co-Operative Ltd, an Australian co-operative operating an e-commerce platform that aggregates 160 independent liquor stores across NSW, Queensland, and Victoria for online wine, beer, and spirits sales.

Ownership category

akta.pro rank

Product category

Online Alcohol Retail Marketplace

NAICS

Beer, Wine, and Liquor Retailers (44532), Beer, Wine, and Liquor Retailers (4453), Beer, Wine, and Liquor Retailers (445320)

SIC

Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Liquor Stores (General Off-Premise) (CRANAAAA)

akta.pro secondary industries

Liquor Stores (Off-Premise Spirits Retail) (CRANABAA), Beer Retail (Bottle Shops & Beer Merchants) (CRANABAC), Craft Beer Retail & Bottle Shops (Off-Premise) (CRANAAAC), Spirits Retail & Whiskey Shops (Off-Premise) (CRANAAAD)

Keywords

• Online liquor retail
• Bottle shop network
• Alcohol e-commerce
• Wine and spirits marketplace
• Liquor delivery service

Headquarters

HQ city

Erskine

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. Transaction Surcharge: Supercellars charges a 2.2% surcharge on purchases made through member stores via the website. This is the primary revenue stream for operating the e-commerce platform.
2. E-commerce Platform Services: Provides e-commerce platform services to member stores, enabling them to sell products online. Member stores benefit from increased reach and digital sales capabilities through the Supercellars banner group.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels5 records

Core offering

Super Cellars operates an e-commerce platform on supercellars.com.au that aggregates the inventory of 160 independent member liquor stores across New South Wales, Queensland, and Victoria. Customers can shop online for beer, wine, and spirits with click & collect, same-day delivery, standard delivery, and drive-thru fulfillment. The platform does not directly supply alcohol; all products are supplied by independently operated member stores, and the company earns revenue through a 2.2% transaction surcharge on each purchase.

Product overview

Supercellars is an Australian liquor retail network comprising 160+ independent bottle shops across New South Wales, Queensland, and Victoria. The core offering is a MyFoodLink-powered e-commerce platform (supercellars.com.au) enabling customers to shop online for wine, beer, and spirits from member stores, with supporting mobile app. Fulfillment services include Click & Collect, Same Day Delivery, Standard Delivery, and Drive-Thru at participating locations. Third-party delivery integrations with DoorDash, Uber Eats, and MenuLog extend reach. Payment flexibility is provided through Afterpay. A content hub called Cellar Talks provides recipes, guides, and product news.

Differentiator

Problem solved

Functional benefit

Products and services

• Supercellars E-Commerce Platform A B2C e-commerce platform operated by the Independent Liquor Group Supplier Co-Operative (built on the MyFoodlink platform) that enables customers to browse and purchase wine, beer, and spirits from 160+ member store locations across NSW, Queensland, and Victoria via supercellars.com.au.
• Supercellars Mobile App A downloadable mobile application for iOS and Android that lets customers shop online, access exclusive offers, find nearby member stores, and manage liquor purchases.
• Click & Collect A pickup service that lets customers order online and collect their liquor purchases from their preferred local Supercellars member store.
• Same-Day Delivery Expedited same-day delivery of liquor orders from participating Supercellars member stores to customer addresses.
• Standard Delivery Standard delivery service shipping liquor orders from Supercellars member stores to customer addresses.
• Drive-Thru Drive-through bottle-shop service available at select Supercellars member-store locations for convenient in-car pickup of orders.
• Email & SMS Subscription Service Marketing communication subscription that delivers promotional specials, coupons, and exclusive offers to customers via email and SMS.
• Stores Open Late Extended-hours trading service operating after 9pm at select Supercellars member-store locations for customer convenience.

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core.

• DoorDashcoreChannel Partner/ Reseller/ DistributorThird-party delivery partnership enabling customers to order alcohol for delivery through the DoorDash platform at select Supercellars stores.
• Uber EatscoreChannel Partner/ Reseller/ DistributorThird-party delivery partnership allowing alcohol delivery orders through Uber Eats at participating Supercellars locations.
• MenulogcoreChannel Partner/ Reseller/ DistributorDelivery partnership enabling alcohol orders through the Menulog platform at select Supercellars stores.
• AfterpaycoreChannel Partner/ Reseller/ DistributorBuy Now Pay Later payment option available at Supercellars stores, allowing customers flexible payment terms for alcohol purchases.
• Independent Liquor Group Supplier Co-OperativecoreStrategic or Co-development PartnerThe parent co-operative entity that operates the SuperCellars banner group. Member stores are licensed premises that are members of this co-operative. The company is registered in Australia as The Independent Liquor Group Supplier Co-Operative Ltd (ABN 63 629 864 769).

Scale indicators2 records

Recent moves3 records

Expansion highlights4 records

Broad incumbents

• Dan Murphy's: Australia's largest off-premise liquor retailer, owned by Endeavour Group, with national omni-channel (in-store + online + delivery) alcohol retail. Directly comparable to Supercellars on category (beer, wine, spirits off-premise) and omni-channel delivery model, but operates owned stores rather than a member-store banner.
• Woolworths Liquor: Woolworths Group's off-premise liquor banner including Woolworths Liquor and Dan Murphy's-adjacent formats, with national online ordering and click-and-collect. Comparable to Supercellars in product mix and omni-channel but operates owned large-format stores.

Direct peers

• BWS: Owned-banner liquor retail chain (Endeavour Group) selling beer, wine, and spirits off-premise across Australia with strong click-and-collect and online ordering. Direct competitor to Supercellars' member-store network on product mix, fulfillment, and target consumer.
• BoozeBud: Australian online alcohol delivery platform offering on-demand delivery of beer, wine, and spirits. Direct peer to Supercellars on the e-commerce / online alcohol retail model, competing for the same digital-first consumer.
• Jimmy Brings: On-demand alcohol delivery service in Australia, owned by Endeavour Group, offering 30-minute delivery of beer, wine, and spirits. Direct peer to Supercellars on the online alcohol retail and rapid-delivery proposition.
• Cellarmasters: Long-running Australian online wine retailer with subscription and one-off purchase models, owned by Treasury Wine Estates-linked entities. Direct peer to Supercellars on the online alcohol retail model, though more wine-focused.
• First Choice Liquor: Coles-owned value-positioned off-premise liquor banner, including First Choice Liquor Market. Directly comparable to Supercellars in product mix and discount-driven competitive positioning, with a growing online channel.
• Vinomofo: Online wine-focused retailer in Australia selling directly to consumers. Direct peer to Supercellars on the online alcohol retail category, though narrower (wine only) and without a member-store network.
• Liquorland: Coles-owned off-premise liquor banner with national store footprint and online ordering. Competes head-to-head with Supercellars in beer/wine/spirits retail, including same-day delivery partnerships.

Others

• Myfoodlink: Provider of the e-commerce platform technology that powers supercellars.com.au and other independent grocery/liquor banners. Adjacent rather than competing — a technology enabler comparable to Supercellars' underlying infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/super-cellars

Compliance1 record

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 Cellars