Who we are

Fileds and skyline

It all started in Australia's most multicultural neighbourhood...

In 2001, our first store opened in Cabramatta West, and from the very beginning, BWS has been a people business. A melting pot of strategic acquisitions that has seen us grow to become Australia’s largest and most convenient retailer by our number of locations, the culture we’re famous for has grown from the collective contribution of every Team Member - past and present. Originally a brand of the Woolworths Liquor Group, which also included Dan Murphy’s, Cellarmaster and Pinnacle Liquor, today BWS is part of the largest drinks and hospitality group in the Southern Hemisphere - Endeavour Group.

Close up of wine rack

Today, we are your unboring bottleshop

A Gen Z, in the early stages of our roaring 20s era, we’re on a mission to rewrite the rules of liquor retail to make drinks fun and easy for everyone (over the age of 18). Our challenger spirit means we’re unafraid to be ourselves and have fun in our pursuit to do things differently. With almost 1450 stores across the country and 10,500 Team Members, our Customers and Team are at the heart of everything we do. We believe in creating moments in a uniquely BWS way that leaves people with a smile - by being straight-up, cheeky and welcoming. 

What we do

Fileds and skyline

Your unboring bottleshop

At BWS, we believe purchasing drinks should be an enjoyable experience. Whatever you like, however you like, wherever you like - we do drinks your way. With an expansive footprint across all parts of the country, underpinned by the largest retail network in Australia, coupled with our world-class online offering, we are uniquely positioned to make purchasing drinks convenient. Whether you're in the mood for an in-store visit or on-demand delivery straight to your door, we've got you covered. Our hyper-localised range and store formats cater for all tastes, and our Team reflect the individual communities we serve, enabling us to provide an experience like no other.

How we do it

women drinking and having fun

Think like a host, be like a friend.

This is how we welcome our customers to put them at ease and feel like they’re at their mate’s place.

women drinking and having fun

Invite moments of play.

The cheeky younger cousin to the more serious bottleshops, we want to bring the fun back into shopping for drinks by inviting moments of play.

women drinking and having fun

You don't need to be an expert to shop here.

At BWS, we want to take the complexity and confusion out of drinks. We make the world of drinks simple, so you don’t need to be an expert to shop here.

women drinking and having fun

There's always something to smile about.

We want to make every experience with BWS worth remembering - and that is certainly something to smile about!

Who we do it for

Fileds and skyline

In-store Customers

Our in-store customers are as unique as the 1400+ communities we serve. A lively bunch who come from all walks of life, they share a passion for convenience, experience, and amazing drinks! Whether they are locals who know us like the back of their hand, holiday-goers looking to try something new “when in Rome”, or members of the fun-loving "Milz" generation looking for a drinks retailer designed for them, our stores are their go-to destination for drinks your way.

Close up of wine rack

Online customers

Our online customers are convenience-driven and tech-savvy. They value the flexibility of shopping for their favourite drinks from anywhere and love browsing our user-friendly website and app. Our online customers are always on the lookout for exclusive deals available only through our online channels. They trust us to deliver fast, reliable, and hassle-free delivery to their doorsteps. With our commitment to customer experience, we aim to make online shopping for drinks a breeze for our customers.

Bottle of wine and fields

Our Internal Team

Our BWS Team Members are wonderfully diverse, spread across the country from metropolitan city locations to some of the most remote parts of Australia. Our Team are rich in thought and experience, with every living generation over the age of 18 represented. Our in-store Team is comprised of 1350 Store Managers and Multi-Site Store Managers who collectively lead over 9000 Team Members. Our Store Leaders and their Teams are supported by 4 State Managers and 43 Area Managers and a cross-functional Store Support Team across People, Finance, Buying & Merchandising, Marketing, Format & Renewals and eCommerce (and many, many more).

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