About Liquor Legends
- 360+ stores nationwide
- 30+ years in operation
- 100% independently owned
Liquor Legends is one of Australia's leading independent liquor retail groups, built on ambition, energy and a genuine entrepreneurial mindset. For more than 30 years, we've been growing steadily alongside our customers and communities, expanding to over 360 locations across Australia, combining the support, scale, and expertise of a national group with the local knowledge and personality of an independent. This balance gives our retailers the freedom to run their local business with confidence, which is a big part of why customers choose to shop with us week after week.
While Liquor Legends is our flagship retail brand, Urban Cellars plays an equally important role within our bottle shop and drive-thru network. We also partner with a portfolio of on-premise venues including hotels, bars and restaurants - all connected through the same legendary loyalty Rewards program. This allows us to engage customers consistently across both retail and on-premise environments, whether they are making a quick purchase or enjoying an in-venue experience.
Our focus is always on delivering real value which is why we make it easy to shop, keep prices competitive and ensure service feels genuine and consistent across every store. This also extends to our Rewards program, which is designed to offer tangible benefits rather than gimmicks, giving customers something meaningful back every time they shop.
We take our role in the industry seriously. Liquor Legends is committed to the responsible consumption of alcohol and to supporting initiatives that reduce harmful practices across Australia. Through our ongoing partnership with Retail Drinks Australia, we contribute to industry leadership, advocacy and standards that benefit both retailers and the communities we serve.
Liquid Solutions – Experienced business support
Built inside Hotel & Tourism Management, the team behind Liquor Legends, Liquid Stock Control & Bookkeeping has spent over 30 years refining back office support for hospitality and retail venues.
The question may be asked, are you receiving the level of support your business needs?
The offer is broad. On the stock control side, the Liquid Stock control team manages SwiftPOS product databases, pricing, promotions, stocktakes and member loyalty programs, backed by 24/7 IT support and hardware diagnostics. On the Liquid bookkeeping side, they handle accounts payable and receivable, payroll, reconciliations and financial reporting, all tailored to hospitality and reconciled directly against POS data, closing a gap many venues struggle with.
Layered on top is a suite of growth tools: loyalty programs, online ordering, LARA (Legendary Automated Replenishment App) and electronic shelf labels, giving venues the means to run leaner and sell smarter without adding headcount.
What sets the service apart is scale of experience. This isn't a generic POS reseller; it's a team that has supported 360+ stores across one of Australia's largest independently owned liquor retail groups, and understands the day to day pressures of running a venue.
For operators tired of juggling POS management, bookkeeping and multiple support contracts, Liquid Stock Control & Bookkeeping offers a single, experienced point of contact instead.
Are you a liquor retailer interested in joining the group? Submit an enquiry here.
