The new owners of liquor retailer The Mill have appointed Y&R to lead the chain’s 35 stores in a major upgrade and rebrand. The incumbent was Barnes, Catmur & Friends.
Y&R’s role is full-service, including digital and media.
Last year, Independent Liquor – now owned by Tokyo-based brewery giant Asahi – purchased The Mill chain (from New Plymouth-based Christopher & Nyall Simkin).
The Mill traditionally sold cheap booze in a no-frills environment. Asahi, with the help of Y&R, aims to change that.
“This is an exciting time for both partners in this new relationship,” said The Mill ceo Jeremy Livingston.
“Together we have the opportunity to create a refreshingly different brand experience for liquor retail consumers.”
Y&R general manager Abbe Hale said: “The team has ambitious growth plans and recognises the power in building a great brand offering to fuel that growth.”
The other main players in the market include Foodstuff’s Liquorland (70 stores), Lion Nathan’s Liquor King (45 stores), Lion franchise Super Liquor (143 stores), and Allan Scott Wines-linked Thirsty Liquor (65 stores).
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