Drakes has announced the launch of Drakes Cellars, a new identity for its liquor offering.
Officially launching on 30 June, Drakes Cellars will open across six locations at Aston Hills, Eyre, Findon, Gawler East, Mount Barker and Wallaroo, with Paramount Liquor joining as the exclusive supply partner. All current Drakes Cellarbrations stores will eventually be rebranded under the new banner.
“This exciting step enhances the Drakes commitment to providing local customers with exceptional convenience, quality, and value – now extended into the world of wine, beer, and spirits,” says Drakes.
“With a new look and name comes the same core values that have driven Drakes for 50 years: 100% family-owned, locally focused, and independently strong.”
Paramount Liquor Director Leigh Rowe says partnering with Drakes is a natural fit.
“We’re both family-owned businesses that back ourselves, back our people, and back our vision for growth,” he says.
“This partnership is built on trust, shared ambition, and a clear goal, to create something better for South Australian liquor retail.
“We’re proud to support Drakes as their primary liquor supplier and banner group, and we’re excited about what we can build together.”
Drakes Director John-Paul Drake says the retailer is here for a good time and a long time.
“We’re extremely proud to be working alongside another Aussie business to give our customers more choice in what they can buy,” he says.
“As the largest independent and family-owned businesses in our respective industries, it’s like wine and cheese – a match made in heaven.”
To celebrate the launch, Drakes Cellars stores will be hosting exclusive opening specials, along with in-store tastings from some of South Australia’s best local wineries, breweries, and distilleries.
