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.

Are you a liquor retailer interested in joining the group? Submit an enquiry here.