At the September 2025 Supply Chain & Logistics Forum, Advantage delivered an insightful presentation, From Delivery to Dependability: Building Smarter Liquor Supply Chains, exploring how suppliers and retailers can elevate supply chain performance through deeper collaboration, strategic alignment and executional excellence. Drawing on findings from the Advantage Liquor Voice of Customer and Supplier programs, the session highlighted key trends and actionable strategies shaping the liquor industry.
Conducted between April and June 2025, the research captured 212 responses and 174 interviews across 22 groups, including national chains, independents and wholesalers. The results revealed a strong industry-wide shift toward Agility, Accountability and Alignment; three pillars underpinning high-performing partnerships.
Scores have improved across key supply chain competencies to their highest level in 3 years, showing that suppliers are improving across Forecast & Demand Planning, On-Time & In-Full delivery, and supply chain communication and efficiency. This suggests that there are genuine improvements in the supply relationships thanks to increased operational maturity, reduced volatility and better resource utilisation.
Retailers increasingly value suppliers who operate as cohesive organisations especially those demonstrating strategic planning, cross-functional execution and organisational maturity. Executional excellence from warehouse to shelf is now a baseline expectation. Suppliers who deliver reliably, communicate proactively and resolve issues swiftly are seen as trustworthy and future-ready.
Suppliers, in turn, are calling for early involvement in planning cycles, co-created strategies and access to timely, relevant data. The shift from transactional relationships to strategic partnerships is clear, with suppliers seeking shared ownership of outcomes and collaborative innovation. Retailers that streamline systems, reduce administrative burden and maintain clear communication are preferred partners, with simplicity now viewed as a competitive advantage.
Best practice examples showcased suppliers excelling in proactive planning, seamless execution and integrated collaboration. These organisations stand out by aligning internal departments, anticipating risks and optimising networks for mutual benefit. As one retailer noted, “We have a good, clear understanding of our product availability requirements across an agreed timeline. Then, we look at ways of better optimising both networks to achieve mutual benefit around transport costs and payment terms.”
In summary, the presentation underscored a shared industry vision: smarter, faster and more collaborative growth. By focusing on what unites suppliers and retailers, Agility, Accountability and Alignment, the liquor industry is poised to unlock long-term value and elevate supply chain performance.
Advantage Group is a Platinum Partner of the Drinks Association.