In a market where big players dominate the race to the lowest price, Liquor Barons has repositioned itself as the ultimate destination for alcohol exploration, with an evolution of ‘The Baron’ and accompanying new campaign from Perth’s Hypnosis.
A West Australian owned cooperative, each of Liquor Barons more than 90 shops is independently run by locals who truly know their customers and are always ready to help them discover new drinks.
The new campaign with tagline ‘A Thirst for Discovery’ is an invitation to explore. The well-known Baron has evolved from a passive figurehead into a worldly guide; ditching the steampunk look, his updated aesthetic reflects his new zest for life and experimentation, taking inspiration from the globetrotting Seinfeld character J. Peterman. With a move towards highlighting variety and exploration, rather than price, the new creative injects boldness and consistency into the brand.
