Liquorland and HYPER launch specialist liquor retail media network

Liquorland has appointed retail media solutions company HYPER as its exclusive retail media network partner.

The resulting partnership will see HYPER deploy internal high-definition 65” and 55” digital screens across Liquorland’s 135-store network. These screens will be available for both supplier and third party advertisers to purchase from October 1st 2022.

HYPER CEO Ben Partington said: “We’re extremely proud to partner with New Zealand’s number one specialist liquor retailer. The value the Liquorland media network will bring to advertisers looking to access such a defined shopper segment is exceptionally compelling.”

GM of Media Chris Burton says: “While Liquorland’s suppliers are likely to make up the bulk of the advertiser base, this channel is unique by retail media standards in that it also caters for external companies and brands looking to engage Liquorland’s audience of over 1 million shoppers per month. “

The announcement comes as Liquorland also confirms that the ‘Henrys’ banner will move to the Liquorland brand and operating model. This change will see Liquorland become the largest organised specialist liquor network in New Zealand, with over 160 stores as early as January 2023.

Liquorland Head of Marketing & CX, Angela Hurst says “We’re thrilled to partner with HYPER to take our in-store experience to the next level, and further toward what good retail looks like. Providing our customers with engaging, in-the-moment messaging at the point of purchase consideration will be a powerful sales tool for our suppliers and stores.”