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“How the Liquor Licence Database helps our business”

July 14, 2020
By Alana House

The Drinks Association’s Liquor Licence and Retail Banner Database is a one-stop source for everything your sales and commercial teams need to know about liquor licences throughout Australia.

Updated daily, it features liquor licence holders and retail banner membership nationwide, including licence names and numbers, addresses, change of ownership, new, transferred, surrendered and suspended licences, plus banner membership details, aligned to each licence, where applicable.

Luke Mitchell, Data & Insights Manager at Australian Liquor Marketers (ALM), said the Liquor Licence Database is vital to the wholesaler’s business.

“As a Category One Member of the Drinks Association, ALM has benefited greatly over the years from leveraging the Association’s Core and Premium services to assist in our mission and purpose of championing successful independents,” he noted.

“The Liquor Licence Database is a critical input to ALM Master Data Management, daily processes and reporting, industry alignment and a value-add for several M-Future projects and initiatives.

“ALM has been aligned to the concept and value of this data set since its inception. In recent years, ALM has integrated the Liquor Licence Database into customer master data to enable the business to streamline day to day practices such as deals, claims, store reporting and partnering with retailers to manage rebates.

“On the project front, ALM has worked closely with the Drinks Association on analysing a number of locations with a few to expanding IBA’s footprint, assisting with Shop My Local eComm platform setup and understanding more about our brand DNA.

“ALM is working closely with the Drinks Association to ensure the Liquor Licence Database is recognised as a valuable asset in our channel and accepted as the single source of truth for industry store alignment; right store ID, right store name, right store location, right store licence.”

From a supplier perspective, Wendy Smith, Data Steward Governance, Coca-Cola Amatil, said the Liquor Licence Database is invaluable because it offers a centralised and trusted source of licensing information.

“At Coca-Cola Amatil we use the database in a number of different ways,” she explained. “On a daily basis, our sales team creates and updates our customers using the eForm. Connection to the database allows the instant verification of the customer’s liquor licence, creating a seamless order process for our customers.

“Tableau reporting matches to the data source weekly to enhance customer details and for matching between external wholesalers’ sales file and our Coca-Cola Amatil customer number.

“We also use the data sources each month to ensure the licences of our 31,000 liquor customers are still active, to update any name changes in licensing and update banners for reporting. Also, it is used quarterly for the license verification to complete the liquor wholesale returns to the ATO for each state.”

Liquor Licence Database features

• Track daily licence updates for all states including new, transferred, surrendered and suspended licences.

• Capture all banner information aligned to a licenced premise.

• Receive consolidated movement reports published weekly/monthly.

• Unlimited users per subscription.

Benefits of the service

• Territory mapping and geo-coding

• Maintain accurate customer master data, supporting your CRM

• Identify new business opportunities

• Reconcile rebates and payments

The Liquor Licence Database is a Core Service available to all Drinks Association members and is also available on subscription for all other suppliers and wholesalers. For more information, contact Kylie Le Lievre on kyliel@drinks.asn.au