NIQ webinar: Understanding the new omnichannel landscape

This insightful webinar was on the omnichannel opportunity across the Australian liquor industry. Thank you to our Platinum Partner, NIQ, for sharing such a comprehensive look at how shoppers are navigating across channels.

It was clear from Tom's presentation that the way consumers discover, trial and purchase alcohol is already deeply omnichannel and that the biggest opportunity lies in aligning strategy to match that reality.

Some of the key takeaways from the session include:
• Online liquor penetration is growing fast but headroom remains significant compared to in-store and broader FMCG online
• No single channel wins alone – on-premise drives discovery and trial, in-store wins frequency and online captures larger, planned purchases
• 60% of consumers are likely to repurchase at retail a drink they first tried on-premise
• Occasion-led thinking is critical and brands that own a specific moment are best placed to convert trial into repeat
• AI is reshaping how brands get discovered, both in digital menus and online retail
• Online shoppers show higher loyalty once committed, making it a powerful retention tool, not just a sales channel

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