Farrah’s Liquor Collective: Championing local small business through new wholesale operation

Sophia Brady 6 November 2020
Matt Farrah making liquor delivery to Herbert's at Evatt.

Farrah’s Liquor Collective has moved into wholesale trading. Photo: Thomas Lucraft.

With a year of successful trading to the public under its belt, Farrah’s Liquor Collective has moved into the next phase of its venture: wholesale.

Owner Matt Farrah says championing small business was always part of the plan, from giving micro-producers representation by stocking them on shelves at its Fyshwick store to helping local vendors access unique products at exceptional prices.

“We started with retail, but always wanted to go into wholesale once we got that side of the business running smoothly,” he says. “It was important to get our website up as we needed to be fully online so we can provide a very efficient way for our wholesale customers to order from us.”

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Retail customers can still shop Farrah’s Liquor Collective’s full range online. However, the website is now also a wholesale portal. Any business that has a liquor licence can apply for an account online. Once approved, they can access and shop for all their requirements at wholesale prices.


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Centrally located with a massive warehouse spanning more than 2400 square metres in Fyshwick, the team at Farrah’s Liquor Collective has spent the past year filling that space with a vast range of Australian craft beer, wine and spirits. Each product that gets put on the shelf undergoes a rigorous selection process so retail and wholesale customers are guaranteed a quality product.

Poster for Farrah's Liquor Collective.

Have you seen these corflutes around town for Farrah’s Liquor Collective? Photo: Supplied.

Each item is assessed by Farrah’s Liquor Collective’s specialty tasting panel. Comprising five members, the flavour profile of a product must get the tick of approval from at least three of the members to be considered. Then it is about ensuring value for money and securing the best prices in Australia.

It is an exhaustive process, but the result has been phenomenal with the team searching far and wide for quality stock that has not previously been available to purchase anywhere else in Canberra.

“We have a lot of unique products that you can’t get anywhere else,” says Matt.


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“80 per cent of the market is probably shut out to retail due to a lot of small producers not having the marketing budget and warehouse infrastructure. We have been able to provide that support and open up new markets for them, while at the same time providing our customers with a distinctive curated range.”

It has been a recipe for success for local wholesale customers, such as Herbert’s at Evatt. As a new venue making its mark in Belconnen, Herbert’s has been able to have a rotating liquor list and showcase quality beers from independent Australian craft breweries that have been delighting their regulars.

Matt Farrah making liquor delivery to Herbert's at Evatt.

Local wholesale customer Herbert’s at Evatt is benefitting from Farrah’s Liquor Collective’s competitive pricing on beer, wine and spirits. Photo: Thomas Lucraft.

With no minimum spend or exclusivity required, Herbert’s at Evatt, among many others, has been able to keep things fresh by purchasing according to the seasons and the venue’s specific requirements.

“The thing with wholesale is to give representation to all the brands,” says Matt. “I have no favourites and no set agenda about items I am trying to push and sell. It is not up to me, it is up to the customers. They tell me what they want and need.”

Always on the lookout to help small producers and small businesses, Farrah’s Liquor Collective is also partnering with Stokl, a local company that has its sights set on shaking up the wholesale process with the aim of digitising the hospitality industry by creating a centralised ordering location for all products and suppliers to increase efficiency.

To apply for a Farrah’s Liquor Collective wholesale account, simply fill out its online form.


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