The Bottle-O
The Bottle-O is an Australian branded liquor retail network of 300+ independently owned stores, operated by ALM Liquor (a Metcash subsidiary), serving end consumers across all Australian states with in-store, online, and click-and-collect channels.
- Company typePrivate
- Founded-
- HeadquartersMacquarie Park, Australia
- Headcount51–100
- GTM typeB2C
- OfferingServices
What The Bottle-O does
The Bottle-O is an Australian branded liquor retail network of 300+ independently owned and operated stores operating across every Australian state and territory (NSW, VIC, QLD, WA, TAS, ACT, NT). It is operated by ALM Liquor Pty Ltd (Australian Liquor Marketers), itself part of the Metcash Group, which provides centralized procurement, supply chain infrastructure, and brand marketing support to member store operators. The network serves end consumers across beer, wine, spirits, and ready-to-drink categories, with a stated value-positioning strategy anchored by a dedicated "Super Good Value" product range.
The company's core product surface consists of the physical retail network plus a centralized digital platform offering online ordering, home delivery, and click & collect. Supporting infrastructure includes the my Bottle-O Rewards loyalty program for repeat-customer engagement and a cocktail recipe content hub tied to the assortment. Marketing is amplified through multi-brand national promotional campaigns (e.g., Shop, Scan & Win). The technology stack described is conventional e-commerce infrastructure with no disclosed AI/ML differentiation.
The business model is a franchise/affiliate-style branded network: ALM/Metcash supplies the brand, marketing, and supply chain leverage; independent store operators carry inventory risk and run day-to-day operations. Revenue accrues to store operators at the till (and to Metcash indirectly via wholesale supply), while the central entity monetizes through wholesale margin, brand licensing, and the digital channel. Pricing is competitive, value-led, and transaction-level with no disclosed enterprise or contract-based revenue lines.
The Bottle-O firmographics
Firmographics- Name
- The Bottle-O
- Legal name
- Australian Liquor Marketers
- Website
- https://thebottle-o.com.au
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- The Bottle-O is an Australian branded liquor retail network of 300+ independently owned stores, operated by ALM Liquor (a Metcash subsidiary), serving end consumers across all Australian states with in-store, online, and click-and-collect channels.
- Ownership category
- akta.pro rank
The Bottle-O industry classification
Industry- Product category
- Off-premise Liquor Retail
- NAICS
- Beer, Wine, and Liquor Retailers (44532), Beer, Wine, and Liquor Retailers (4453)
- akta.pro primary industry
- Liquor Stores (General Off-Premise) (CRANAAAA)
- akta.pro secondary industries
- Alcohol Subscription Clubs & Membership Retail (CRANAAAI), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)
Keywords
Where The Bottle-O is headquartered
LocationHeadquarters
- HQ city
- Macquarie Park
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
The Bottle-O business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Retail Liquor Sales: The Bottle-O generates revenue through retail sales of alcohol products including beer, wine, spirits, premix, and cocktails across its independently owned and operated store network and online platform. The company operates on a retail margin model where stores purchase products from suppliers (ALM/Metcash network) and sell to consumers at marked-up prices.
- Online Sales: Revenue from online orders placed through the website with delivery or click & collect, processed by ALM on behalf of individual stores.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with Super Good Value everyday low price range |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
The Bottle-O product offering
Product offeringCore offering
The Bottle-O retails alcoholic beverages including beer, wine, spirits, premix, and cocktails through a nationwide network of independently owned and operated bottle shops and an e-commerce platform. Customers can shop in-store, online with home delivery, or via click & collect, supported by the my Bottle-O Rewards loyalty program and value-focused pricing through the Super Good Value range and 2-week rotating specials.
Product overview
The Bottle-O is an Australian online liquor retail platform operated by ALM Liquor Pty. Ltd. (Australian Liquor Marketers, part of Metcash Group). The offering consists of a unified e-commerce platform that connects customers to independently owned and operated The Bottle-O liquor stores across Australia. The core product enables online alcohol purchases with home delivery or click & collect options. Supporting products include the my Bottle-O Rewards loyalty program, the Super Good Value locked-price range, and digital cocktail recipe content. Product categories span Beer, Wine, Spirits, Premix, and Cocktails. The platform operates across multiple Australian states and territories with varying liquor licensing compliance requirements.
Differentiator
Problem solved
Functional benefit
Brands
- The Bottle-O: The primary brand name under which independently owned bottle shops operate, offering alcohol products including beer, wine, spirits, premix, and cocktails.
- Super Good Value
- my Bottle-O Rewards
Products and services
- The Bottle-O Online Shop
Companies that use The Bottle-O
Customer profileSegments2 records
Ideal customer profiles1 record
The Bottle-O technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
The Bottle-O partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered minor.
- Sazerac (Fireball)minorParticipating brand in the Shop, Scan & Win promotion. Fireball cinnamon whisky is one of the products featured in the loyalty promotion running August-September 2026.
- Asahi (Carlton, Great Northern, Vodka Cruiser)minorParticipating brand in the Shop, Scan & Win promotion. Asahi-owned beer brands are featured with merchandise vouchers and branded prizes worth up to $150 for promotional winners.
- Diageo (Bundaberg)minorParticipating brand in the Shop, Scan & Win promotion. Bundaberg Rum is featured as one of the participating products for entry into the major prize draw.
- Proximo (1800 Tequila)minorParticipating brand in the Shop, Scan & Win promotion. 1800 Tequila is featured as a participating product. Proximo also sponsors the Melbourne Fashion Week Experience major prize.
- William Grant & Sons (Glenfiddich)minorParticipating brand in the Shop, Scan & Win promotion. Glenfiddich whisky is featured as a participating product. They also sponsor the Whisky Dinner Experience in Sydney major prize.
- Brown-Forman (Jack Daniel's)minorParticipating brand in the Shop, Scan & Win promotion. Jack Daniel's whiskey is featured as a participating product. They also sponsor the $2,500 Ringers Western Gift Card prize.
- Australian Vintage Limited (McGuigan)minorParticipating brand in the Shop, Scan & Win promotion. McGuigan wines are featured as participating products. They sponsor the Summer of Cricket Kick-Off Pack major prize including wine cases.
- Treasury Wine Estate (Squealing Pig)minorParticipating brand in the Shop, Scan & Win promotion. Squealing Pig wine is featured with branded sunglasses as a daily prize.
- Vinarchy (St Hallett)minorParticipating brand in the Shop, Scan & Win promotion. St Hallett wine is featured as a participating product. Vinarchy sponsors the $10,000 Flight Centre travel voucher.
- Lion (Hahn)minorParticipating brand in the Shop, Scan & Win promotion. Hahn beer is featured as a participating product. Lion sponsors the $1,000 Active Gift Card prize.
- Suntory (-196)minorParticipating brand in the Shop, Scan & Win promotion. Suntory's -196 ready-to-drink product is featured. They sponsor the Party Starter Pack and various merchandise prizes.
- Flight CentreminorPrize sponsor for the Shop, Scan & Win promotion. Provides a $10,000 travel voucher as one of the major prizes.
- JB Hi-FiminorPrize sponsor for the Shop, Scan & Win promotion. Provides a $9,500 gift voucher as part of the Summer of Cricket Kick-Off Pack major prize.
Scale indicators1 record
Recent moves5 records
Expansion highlights4 records
The Bottle-O competitors and assessment
Company assessmentDirect peers
- First Choice Liquor: Coles-owned large-format liquor banner with national Australian store presence. Directly comparable to The Bottle-O in off-premise assortment (beer, wine, spirits), value messaging, and omnichannel retail.
- Vintage Cellars: Woolworths-owned premium-leaning liquor retail chain. Overlaps with The Bottle-O in wine and spirits categories and shares the same parent-company wholesale and digital infrastructure context.
- Dan Murphy's: Australia's largest specialty off-premise liquor retailer (owned by Woolworths Group). Operates a national chain of large-format bottle shops with strong value positioning, an e-commerce platform, and omnichannel offering - the primary direct competitor to The Bottle-O's value-led proposition.
- Liquorland: Coles-owned convenience-format liquor store chain across Australia. Competes with The Bottle-O at the smaller-format, neighbourhood-store level with similar product mix and value-led promotions.
- Cellarbrations: Australian franchise-style liquor store network of independently owned operators under a national banner. Closely comparable to The Bottle-O on operating model (independently owned stores under a coordinated brand), value positioning, and promotional mechanics.
- Thirsty Camel: Australian independently-owned liquor store banner/franchise network with multi-state presence. Comparable to The Bottle-O in target customer (value-seeking adults), product mix, and store-network operating model.
- BWS (Beer, Wine, Spirits): Woolworths-owned convenience-format liquor store chain with hundreds of locations across Australia. Competes head-on with The Bottle-O in neighbourhood and suburban bottle-shop retail, with overlapping product range and price-led promotions.
Emerging players
- Jimmy Brings: Australian alcohol delivery start-up specialising in on-demand beer, wine, and spirits home delivery. Compares to The Bottle-O's home delivery channel but competes from a digital-first, convenience-positioned angle that could erode click & collect share.
- Crafty Squire (Craft beer retail): Australian independent craft beer-focused bottle shop and online retailer. Partial overlap with The Bottle-O's beer category, particularly for craft and premium segments, and competes for the same home-delivery customers.
Broad incumbents
- Woolworths Supermarket Liquor: Beer, wine, and spirits sold within Woolworths' supermarket estate. Indirect competitor to The Bottle-O through price-based liquor competition leveraging Woolworths' grocery scale and Rewards loyalty integration.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
The Bottle-O social profiles
Digital presenceThe Bottle-O financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Bottle-O leadership team
Management profileNumber of profiles
The Bottle-O funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Bottle-O 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 The Bottle-O
What does The Bottle-O do?
The Bottle-O retails alcoholic beverages including beer, wine, spirits, premix, and cocktails through a nationwide network of independently owned and operated bottle shops and an e-commerce platform. Customers can shop in-store, online with home delivery, or via click & collect, supported by the my Bottle-O Rewards loyalty program and value-focused pricing through the Super Good Value range and 2-week rotating specials.
Is The Bottle-O a public or private company?
The Bottle-O is a private company. It is classified as corporate owned and is currently operating.
When was The Bottle-O founded?
The Bottle-O was founded in -1. It employs 51 to 100 people.
Where is The Bottle-O based?
The Bottle-O is headquartered in Macquarie Park, Australia, in the Oceania region.
How does The Bottle-O make money?
Two revenue lines are on record. Retail Liquor Sales are the primary driver. The others are online Sales.
Who are The Bottle-O's main competitors?
Direct peers on record are First Choice Liquor, Vintage Cellars, Dan Murphy's, Liquorland, Cellarbrations, Thirsty Camel and BWS (Beer, Wine, Spirits). Emerging players are Jimmy Brings and Crafty Squire (Craft beer retail). Woolworths Supermarket Liquor is listed as a broad incumbent.
Does The Bottle-O have an API?
No public API is recorded for The Bottle-O.
What industry is The Bottle-O in?
The Bottle-O's product category is Off-premise Liquor Retail. Its primary akta.pro industry code is CRANAAAA, Liquor Stores (General Off-Premise), with a secondary code of CRANAAAI, Alcohol Subscription Clubs & Membership Retail. Its NAICS code is 44532.