Cellarbrations Erindale

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.

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

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

• Retail liquor sales
• Alcoholic beverages retail
• Beer wine spirits
• Online liquor store
• Liquor retail chain

Headquarters

HQ city

North Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core 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

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• ALM Liquor Pty. Ltd.coreOthersALM 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

Direct 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

• LinkedInlinkedin.com/company/cellarbrations

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Cellarbrations Erindale