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 BWS shop inHappy Valley | |
| Company type | Subsidiary |
|---|---|
| Industry | Retail |
| Predecessor | Woolworths Liquor |
| Founded | June 2001 (2001-06) |
| Headquarters | , |
Key people | Scott Davidson (Managing Director) |
| Parent | Endeavour Group |
| Website | www.bws.com.au |
BWS is an Australianretail chain ofliquor stores owned byEndeavour Group.
BWS began operations in June 2001 as a local neighbourhood bottleshop. BWS was a brand of theWoolworths Liquor Group which also includedDan Murphy's,Cellarmasters and Pinnacle Liquor. The freestanding liquor division ofWoolworths was distinguished from theWoolworths Supermarket Liquor andSafeway Liquor stores, in that it stood alone from Supermarkets. The first BWS was opened inCabramatta,Sydney, the site of a Woolworths owned Mac's Liquor Store. The Safeway brand including Safeway Liquor was later also rebranded Woolworths and Woolworths Liquor respectively.
In 2012, Woolworths Liquor and BWS shared all promotions, prices and specials between the two brands.[1] All 475 Woolworths Supermarket Liquor stores were rebranded to BWS by 2013, resulting in a network of 1,180 BWS stores after the rebranding.[2][3] These stores now operate as free standing BWS stores, financially and managerially separate from the adjacent Woolworths supermarkets. A handful are known to be adjacent toColes Supermarkets, such as inMount Warren Park inQueensland,Earlwood,New South Wales,Braybrook,Victoria, andMarion,South Australia
As of June 2014, BWS has over 1,200 stores Australia wide, a majority including theALH Group sites. They recently have been buying and converting independent liquor stores such as Darlinghurst Cellars alongOxford Street nearHyde Park, Sydney. BWS owns several beer brands including John Boston, Tun, Arc Valley and Sail & Anchor through Pinnacle Drinks.[4][5]
As of 2017, BWS has over 1,300 stores Australia wide.[6] As of April 2019, BWS has 1,355 stores Australia wide.
In 2019, Woolworths restructured its alcoholic drinks business to formEndeavour Group, including BWS. Endeavour Group demerged from Woolworths Group in June 2021.
In 2023, BWS launched the "Refreshingly BWS" platform through creative agencies M&C Saatchi and media agency Carat. This initiative aimed to challenge traditional bottle shop norms and appeal to Gen Z and young millennials by embracing a cheeky and welcoming tone. The campaign encourages Australians to enjoy drinks their way, promoting a judgment-free and fun approach to alcohol consumption.[7]
Media related toBWS at Wikimedia Commons