Recognising the partners moving us forward

The Trade Partner Awards 2026 recognise the collaboration, innovation and impact of our trade partners across Australia.

Start a nomination Explore the awards

Celebrating our partners

Building on the success of last year’s awards, we are proud to bring our trade partner network together again and toast to the outstanding achievements of F26.

By providing the opportunity to come together in the same room, we aim to foster strong cross-functional engagement and collaboration across our entire footprint. The event is the perfect place for networking, and an even better place for face time with old and new colleagues, friends and partners.

This night is designed to recognise your outstanding contributions, share strategic market insights, and highlight the operational and commercial excellence that continues to drive our industry forward.

This year we’re introducing a new judging panel and a refined awards list, making this year’s awards more important than ever.

We look forward to welcoming you back to collaborate, connect, and celebrate your achievements. See you at the 2026 Trade Partner Awards on Monday, 9 November 2026!

Benjamin, Jeanette & Paul

Benjamin Ward

Managing Director, Dan Murphy’s

Jeanette Fenske

Managing Director, BWS

Paul Walton

Managing Director, ALH Hotels

Save the dates

Award nomination period

Monday, 24 August 2026Award nominations open

Friday, 18 September 2026Award nominations close

Endeavour Group Trade Partner Awards

Monday, 9 November 2026

Trade Partner of the Year Awards announced

One Hotel, Docklands
Melbourne, VIC

If you have any questions or need a hand making a submission, please reach out to us at supplier.communication@edg.com.au.

The Awards

These awards are all about celebrating the dedication, passion, and incredible achievements of our trade partners across both Off and On-Premise.

We know that the commitment and collaboration of our partners is the driving force behind exceptional customer experiences, and helps us shape a more sociable future.

This year we will present eleven awards, including our three major categories: Small Retail Trade Partner of the Year, Large Retail Trade Partner of the Year, and On-Premise Trade Partner of the Year.

Five categories will be nominated by Endeavour Group, while the remaining six categories are open for nominations from both our trade partners and Endeavour team members. We want to hear your stories, so we highly encourage you to get involved and submit a nomination!

All awards will be judged on work completed during F26.

Award categories

Explore every award on one page. Select a title to reveal nomination requirements, the previous winner and judging commentary.

Open nomination categories

Open to nominations from trade partners and Endeavour Group team members.

This award recognises a trade partner that has placed sustainability at its heart. The winner has demonstrated business practices on a specific project that have gone above and beyond to create a more sustainable future for our industry.

To nominate for this award, please provide:

The name of the F26 project and/or product.
Details about the project or product, including the strategic purpose (approximately 50 words or less).
A description of the resource inputs for this project or product, e.g. people, time and material (approximately 50 words or less).
A description of the impact of this project or product, e.g. community, policy or environmental (approximately 50 words or less).
An explanation of how the project or product aligns with Endeavour Group’s Sustainability Strategy (approximately 50 words or less).
Additional supporting comments.
A JPEG or PNG of the nominated trade partner’s logo.

Nominate now

2025 winner story

Beachtree Distilling Co.

Beachtree Distillery shows that world-class spirits and sustainability go hand in hand. As Australia’s only certified First Nations distillery, they’re leading the way with organic, solar-powered production and native botanicals. Their impact extends beyond the bottle — from planting over 25,000 trees to being named ‘World’s Best Sustainable Distillery.’ A true industry leader putting the planet and community first.

2025 finalists

Samuel Smith & Son X 4 Pines Brewing Co.
Eden Hall Wines
Beachtree Distilling Co.
Rocky Ridge Brewing Co.
A Glass Of
Stella Bella Wines
Teeling Whiskey
Australian Vintage

This award recognises product innovation that has contributed to the acceleration or transformation of its category, or has developed a new sub-category, through either recruiting new customers or creating new occasions.

To nominate for this award, please provide:

A description of the nominated innovation—product, packaging, pack sizing, etc. (this can be a single product or group of products ranged in F26).
An example of the product barcode number/s and description.
An explanation of the insight that led to the innovation (approximately 50 words or less).
A description of the purpose or desired outcome of this innovation (approximately 50 words or less).
A description of the target customer for this innovation (approximately 25 words or less).
An explanation of how this innovation contributes to growth acceleration or transformation of the segment, sub-category or category (approximately 50 words or less).
A JPEG or PNG of the nominated trade partner’s logo.

Nominate now

2025 winner story

Lion

Ultra Zero Carb Range

Lion has tackled the growing demand for mindful beer options with its Ultra Zero Carb range, spanning Hahn, XXXX, Tooheys and Byron Bay Brewing. This innovation delivers great taste with fewer carbs, attracting a wide consumer base and actively driving category growth. A strong example of leadership and strategic innovation in meeting evolving consumer needs.

2025 finalists

Solbevi — World’s first Limoncello Spritz in a can
Lion — Lion’s Ultra Zero Carb Beer range
Diageo — Smirnoff Crush
Bacardi Martini Australia — Patrón XO Café
Drinkworks — Strongbow Hard Cider with Zesty Lemon Can
Fourth Wave Wines — Mullet Hard Wine
A Glass Of — Single Serve Premium Wine Pouches
Zonzo Estate — Zoncello Limoncello Spritz Cans

This award recognises the true value of collaboration, identifying an individual or team that has driven a project alongside Endeavour Group to achieve a mutually beneficial outcome.

To nominate for this award, please provide:

A description of an instance or project during F26 when the trade partner collaborated with Endeavour Group, including the purpose (approximately 50 words or less).
An explanation of why the project should receive the Collaboration Award and how it went beyond business as usual (approximately 50 words or less).
The outcome and how it was achieved (approximately 50 words or less).
Names of all trade partner team members on the project.
Names of the Endeavour Group contacts involved.
A JPEG or PNG of the nominated trade partner’s logo.

Nominate now

2025 winner story

Mountain Culture Beer Co.

Have Your May-tes Back

Mountain Culture’s ‘Have Your May-tes Back’ campaign stood out for going beyond business as usual. Partnering with Pat Cummins, the team delivered a powerful workplace safety initiative through engaging videos and interviews. Their collaboration and speed to market showed how purpose-driven campaigns can create meaningful, positive change.

2025 finalists

Asahi Beverages
Mountain Culture Beer Co.
Treasury Premium Brands (Treasury Collective)
Diageo
Lion
Vinarchy
Moon Dog Craft Brewery
Proximo Spirits
Sazerac Company

This award recognises the trade partner that has achieved an outstanding on-premise, in-store or digital campaign activation through a highly collaborative, multi-team effort; seamlessly integrating our MixIn retail media channels with category strategies to set a new benchmark for cross-functional execution.

To nominate for this award, please provide:

The name of the brand or sub-brand you are nominating.
A description of the nominated F26 activation and the desired outcome (approximately 50 words or less).
A list of the assets created and how they were leveraged across platforms, with example files attached.
The period of the activation.
A description of the customer insights that informed this activation (approximately 50 words or less).
The results of the activation, e.g. customer or sales uplift (approximately 50 words or less).
Names of the trade partner’s contacts.
A JPEG or PNG of the nominated trade partner’s logo.

Nominate now

2025 winner story

Campari

Summer of Aperol

Campari’s ‘Summer of Aperol’ stood out for its refreshing approach to digital engagement. By leveraging the full suite of MixIn assets, the campaign delivered a 25% sales uplift, +14.8% brand growth and attracted 58% new shoppers. A true demonstration of digital innovation and co-creation.

2025 finalists

De Bortoli Wines — King Valley Prosecco & Rose Rosé
Hawke’s Brewing — Hawke’s Brewing Summer Campaign
Brown Forman — Jack Daniel’s Campaign
Pernod Ricard — Chivas XV Campaign
Campari — Summer of Aperol — First Spritz On Us
Brown Family Wine Group — Brown Brothers
Vinarchy — Grant Burge — St Hallett, Katnook & Cupio
Asahi Beverages — Great Northern Brewing Company
Bacardi Martini Australia — Grey Goose
Lion — Heineken

This award recognises the trade partner that embraced best practices through their understanding of the world of e-commerce, as demonstrated by the quality of product content and attributes supporting customer engagement.

To nominate for this award, please provide:

Demonstration of added value to the e-commerce customer experience throughout F26 (approximately 50 words or less).
A description of how the trade partner’s contribution to the digital experience is superior (approximately 50 words or less).
The activations the trade partner has participated in.
Demonstration of forward thinking and support of digital trend leadership (approximately 50 words or less).

Nominate now

2025 winner story

Asahi Beverages

Asahi Beverages transformed the digital pub experience with the launch of ‘Big Footy Score,’ our first large-scale gamification campaign. With over $700,000 in prizes and direct collaboration from their marketing team, they set a new benchmark for partner-led digital innovation. A true example of hands-on partnership and forward-thinking investment in our digital future.

2025 finalists

Diageo
Château Tanunda (Australian Food & Beverage Group)
Treasury Premium Brands (Treasury Collective)
Vinarchy
Pernod Ricard
Australian Vintage
Asahi Beverages
Asahi Beverages (On-Premise)

This award recognises the trade partner that has demonstrated the agility and ability to problem solve, or innovate in partnership with us across the supply chain.

To nominate for this award, please provide:

A description of an instance or project during F26 where the trade partner collaborated with Endeavour Group to solve a supply-chain issue or improvement (approximately 50 words or less).
The outcome and how it was achieved (approximately 50 words or less).
Names of the trade partner’s contacts.
A JPEG or PNG of the nominated trade partner’s logo.

Nominate now

2025 winner story

Lion

Lion showed outstanding resilience and collaboration during a period of significant disruption. By swiftly implementing a direct-to-store supply model during the MLDC industrial action, they safeguarded availability and ensured continued service. Their proactive, solutions-first approach set the standard for true partnership under pressure.

2025 finalists

d’Arenberg
Château Tanunda (Australian Food & Beverage Group)
Lion
Cellarhand
Rathbone Wine Group

Endeavour nominated categories

Nominated internally to recognise exceptional products, teams and partnerships.

Celebrating local producers who have made outstanding Australian products, this award recognises a product that has resonated with our customers and communities.

Award information

Local Product of the Year is determined by data metrics only.
Nominations are not required.

Nominated internally by Endeavour Group

2025 winner story

Margaret River Beer Co.

Margaret River Beer Co. has shown how a true local story can scale with impact. From the success of Megsy Ginger Beer to the triple-digit growth of ‘In the Pines IPA,’ they are bringing younger customers into craft while shaping the category. Their collaborative, proactive approach makes them outstanding partners and worthy winners of Local Trade Partner of the Year.

2025 finalists

Beer Farm
Margaret River Beer Co.
Hobart Brewing Company
Stella Bella
Leogate Estate Wines
Ten Minutes by Tractor
Riversdale Estate Vineyard
Paracombe Premium Wines
Karu Distillery
Running With Thieves
Wonki
Staple Drinks
Bilpin Cider Co.
Pagan Cider

This trade partner has worked extensively with Endeavour Group to create a successful exclusive product that has met a customer need.

Award information

Exclusive Product of the Year is determined by data metrics only.
Nominations are not required.

Nominated internally by Endeavour Group

2025 winner story

Asahi Beverages

Hard Rated Lemon & Mango

Hard Rated Lemon & Mango has been a true phenomenon, capturing the hearts of a new generation of customers. Its popularity drove significant in-store traffic, delivering 3.5% of total Premix sales during Christmas week and over 440,000 multipacks sold — that’s enough cans, laid end-to-end, to do 26 laps of Royal Randwick Racecourse! A standout success story from the team at Asahi Beverages.

2025 finalists

DrinkWorks — Tiger Asian Lager
Kopparberg Australia — Cider & Ginger Range
Young Henrys Brewing — Young Henrys Classic Premium Lager
Lion — Byron Bay Ultra Zero Carb
Asahi Beverages — Hard Rated Lemon & Mango
Zonzo Estate — Zoncello Limoncello Spritz
Torbreck Vintners — Torbreck Sporran Shiraz

As one of the signature awards of the program, this trade partner is an exemplary partner who has achieved over and above expectations resulting from their collaborative ways of working and shared values.

Award information

All winners and finalists of each award will be considered for the Trade Partner of the Year awards.
Nominations are not required.

Nominated internally by Endeavour Group

2025 winner story

Leogate Estate Wines

Small Retail Trade Partner of the Year

Leogate Estate Wines has emerged as a true rising star, delivering 43% year-on-year growth and becoming one of our most profitable wine partners. Their commitment goes beyond performance, with genuine engagement in our stores and strong relationships with our teams and customers. A standout partner in every sense!

Award information

All winners and finalists of each award will be considered for the Trade Partner of the Year awards.
Nominations are not required.

Nominated internally by Endeavour Group

2025 winner story

Lion

Large Retail Trade Partner of the Year

Lion has consistently set the benchmark for partnership, collaboration and execution across both Dan Murphy’s and BWS. Their Ultra Zero Carb range was a game-changing innovation that attracted a new generation of drinkers and grew the category. A team that shows up with a clear plan, backs bold ideas, and invests in shared success.

Award information

All winners and finalists of each award will be considered for the Trade Partner of the Year awards.
Nominations are not required.

Nominated internally by Endeavour Group

2025 winner story

Asahi Beverages

On-Premise Trade Partner of the Year

Asahi has set the standard for what true partnership looks like. From driving Trade Plan and Pub+ growth to championing guest-facing initiatives like Parma for a Farmer, Upsell programs and tap optimisation pilots, they’ve gone above and beyond. A partner deeply aligned to our strategy, proactive in their support, and integral to our shared success.

The judging panel

Meet the judges

This year’s judging panel brings together experts from across BWS, Dan Murphy’s, ALH Hotels, Merchandise, and Customer Loyalty. Our judges evaluate every finalist nomination to ensure absolute integrity while celebrating the partners who drive innovation, collaboration, and exceptional experiences across our entire ecosystem.