Cellarbrations Erindale
Cellarbrations Erindale is an independently owned Australian liquor retailer serving general consumers with beer, wine, spirits, and premix drinks across physical store, home delivery, and click & collect channels within Metcash's 700+ store national banner group.
- Company typePrivate
- Founded2004
- HeadquartersNorth Sydney, Australia
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Cellarbrations Erindale does
Cellarbrations Erindale is an independently owned Australian retail liquor store operating under the Cellarbrations banner group, itself part of the Metcash Group portfolio. The store serves general Australian consumers purchasing alcoholic beverages for personal consumption and occasions ranging from everyday meals to gifting and celebrations. Its product offering is concentrated in four categories — beer, wine, spirits, and premix drinks — supplemented by the "Cellar Savers" value sub-brand with locked pricing and the "Good Shout" cocktail inspiration platform.
The business operates a hybrid physical-and-digital retail model. At the network level, Cellarbrations runs an e-commerce platform integrated with individual store inventory, enabling home delivery and click & collect services fulfilled by each participating local store. Online sales are contracted through ALM Liquor Pty. Ltd. (ABN 52 002 885 645), the centralized liquor licensee within Metcash Trading Limited that operates the online shop on behalf of the network.
The revenue model is straightforward retail: one-time product sales at unit pricing set independently by each store, augmented by transaction fees for home delivery and click & collect services. The go-to-market combines B2C in-store retail with an e-commerce front end, supported by fortnightly promotional catalogues, value-tier locked pricing (Cellar Savers), and brand-wide campaigns such as "Big Family Big Prizes." The company does not publish financial results, has no disclosed funding rounds, and operates as a decentralized banner network of over 700 independently owned stores across all Australian states and territories.
Cellarbrations Erindale firmographics
Firmographics- Name
- Cellarbrations Erindale
- Legal name
- Australian Liquor Marketers ABN 52 002 885 645
- Website
- https://cellarbrations.com.au
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Cellarbrations Erindale is an independently owned Australian liquor retailer serving general consumers with beer, wine, spirits, and premix drinks across physical store, home delivery, and click & collect channels within Metcash's 700+ store national banner group.
- Ownership category
- akta.pro rank
Cellarbrations Erindale industry classification
Industry- Product category
- Liquor Retail
- NAICS
- Beer, Wine, and Liquor Retailers (44532)
- akta.pro primary industry
- Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)
- akta.pro secondary industry
- Craft Beer Retail & Bottle Shops (Off-Premise) (CRANAAAC)
Keywords
Where Cellarbrations Erindale is headquartered
LocationHeadquarters
- HQ city
- North Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Cellarbrations Erindale business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Retail alcohol sales: Cellarbrations generates revenue through the sale of alcoholic beverages including beer, wine, spirits, premix drinks, and cocktail-related products across its network of over 700 independently owned stores and online platform.
- Delivery and click & collect services: Revenue includes delivery fees and pick & pack fees as indicated at checkout for home delivery orders. Click & collect orders have no minimum purchase requirement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Cellarbrations Erindale product offering
Product offeringCore offering
Cellarbrations Erindale is an independently owned Australian liquor retailer that sells beer, wine, spirits, and premix drinks through a physical storefront and an online shopping platform. Customers can browse products, view store-specific pricing, and place orders for home delivery or click & collect from their selected local store.
Product overview
Cellarbrations Erindale is an independently owned Australian liquor retailer operating as part of the Cellarbrations network of over 700 stores nationally. The company offers a multi-channel retail experience combining an online shopping platform with physical store locations. Product offerings span four primary categories: Beer, Wine, Spirits, and Premix drinks. The business differentiates through its Cellar Savers value range featuring locked prices, the Good Shout cocktail recipe platform, and regular promotional catalogues. Services include online ordering with home delivery and click & collect options from local stores. The company operates under ALM Liquor Pty. Ltd. and is a member of the Metcash Group.
Differentiator
Problem solved
Functional benefit
Brands
- Good Shout: Marketing and promotional brand for Cellarbrations featuring cocktail recipes, specials, and promotions.
- Cellar Savers
- Big Family Big Prizes
Companies that use Cellarbrations Erindale
Customer profileSegments1 record
Ideal customer profiles1 record
Cellarbrations Erindale technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Cellarbrations Erindale partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ALM Liquor Pty. Ltd.coreALM Liquor Pty. Ltd. is the liquor licensee operating the Cellarbrations online shop. Sales made through the website are contracted with ALM Liquor Pty. Ltd., which sells liquor from licensed premises on behalf of the company. ALM is part of the Metcash Trading Limited group.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Cellarbrations Erindale competitors and assessment
Company assessmentDirect peers
- Vintage Cellars: Endeavour Group's premium-leaning off-premise liquor banner. Comparable to Cellarbrations on assortment and customer overlap, particularly in higher-affluence suburbs where wine and craft spirits trade up.
- Dan Murphy's: Australia's largest off-premise liquor retailer, owned by Endeavour Group (ASX: EDV). Directly comparable to Cellarbrations as a multi-category alcohol specialist with national footprint, extensive online platform, and strong value-tier marketing.
- First Choice Liquor: Coles-owned value-format liquor chain with strong promotional positioning. Directly comparable to Cellarbrations' Cellar Savers tier on price-led packaged alcohol, competing head-to-head in suburban and regional catchments.
- Liquorland: Coles-owned liquor banner offering packaged beer, wine, and spirits across Australia. Directly comparable as an off-premise chain with broad assortment and frequent promotional pricing targeting the same general consumer as Cellarbrations.
- BWS: Convenience-focused liquor banner owned by Endeavour Group (Woolworths demerger). Directly competes with Cellarbrations in off-premise packaged alcohol, particularly in suburban and neighbourhood catchments with smaller-format stores.
- IGA Liquor: Metcash's supermarket-anchored liquor banner. Comparable as another off-premise liquor outlet within the same parent group's portfolio, offering bundled convenience via co-tenancy with IGA supermarkets.
- The Bottle-O: Banner group within Metcash's liquor division alongside Cellarbrations. Directly comparable as a franchise/banner off-premise liquor retailer operating under the same Metcash/ALM umbrella, often co-located in same trade areas.
- Porters Liquor: Regional-focused liquor banner inside Metcash's liquor division. Directly comparable as a Metcash franchise/banner liquor retailer, with similar decentralised ownership model and value-tier positioning.
Emerging players
- BoozeBud: Australian online alcohol retailer offering delivery across all states. Comparable to Cellarbrations' e-commerce proposition as a pure-play digital alternative competing for online basket share.
- Jimmy Brings: Alcohol delivery specialist (Endeavour Group). Comparable to Cellarbrations' online delivery capability but with a digitally native, on-demand model that competes for the same at-home occasion, particularly in metro areas.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Cellarbrations Erindale social profiles
Digital presenceCellarbrations Erindale financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cellarbrations Erindale leadership team
Management profileNumber of profiles
Profiles1 record
Cellarbrations Erindale funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cellarbrations Erindale M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cellarbrations Erindale
What does Cellarbrations Erindale do?
Cellarbrations Erindale is an independently owned Australian liquor retailer that sells beer, wine, spirits, and premix drinks through a physical storefront and an online shopping platform. Customers can browse products, view store-specific pricing, and place orders for home delivery or click & collect from their selected local store.
Is Cellarbrations Erindale a public or private company?
Cellarbrations Erindale is a private company. It is classified as corporate owned and is currently operating.
When was Cellarbrations Erindale founded?
Cellarbrations Erindale was founded in 2004. It employs 501 to 1,000 people.
Where is Cellarbrations Erindale based?
Cellarbrations Erindale is headquartered in North Sydney, Australia, in the Oceania region.
How does Cellarbrations Erindale make money?
Two revenue lines are on record. Retail alcohol sales are the primary driver. The others are delivery and click & collect services.
Who are Cellarbrations Erindale's main competitors?
Direct peers on record are Vintage Cellars, Dan Murphy's, First Choice Liquor, Liquorland, BWS, IGA Liquor, The Bottle-O and Porters Liquor. Emerging players are BoozeBud and Jimmy Brings.
Does Cellarbrations Erindale have an API?
No public API is recorded for Cellarbrations Erindale.
What industry is Cellarbrations Erindale in?
Cellarbrations Erindale's product category is Liquor Retail. Its primary akta.pro industry code is CRANABAB, Wine Retail (Bottle Shops & Wine Merchants), with a secondary code of CRANAAAC, Craft Beer Retail & Bottle Shops (Off-Premise). Its NAICS code is 44532.