Communications agency Liquid Ideas is celebrating in its 25th anniversary with a new client win and a brand refresh.

Conceived in 1999 by two students at the Melbourne Business School who had an idea to create a public relations agency for the wine industry, Liquid Ideas has grown to become one of Australia’s best known food, drink and lifestyle communications businesses.

Founder Stuart Gregor said: “There’s no way I could have imagined that a two-person show with no cash, no clients and no office in February 2000 would still be around 25 years later. I think Liquid continues to succeed because it is always restless, never complacent, not content to do what worked last year. I do owe a massive thanks to Angie Bradbury who withstood the first five years of Liquid Ideas as my founding partner. Without her, there’s simply no way we would be here today.

“The best thing that happened to Liquid Ideas was probably the 10 or so years I was side-tracked building a gin brand. The agency was allowed to flourish under its own identity, challenge the status quo and grow from under the shadow of an opinionated and ageing founder. It is a joy, a privilege and an absolute honour to celebrate 25 years of Liquid Ideas. I will definitely drink to that.”

Liquid Ideas’ latest coup is being appointed agency of record for cult US energy drink Celsius after a competitive pitch, taking on an integrated remit to lead the brand’s launch into the Australian market. 

Starward Whisky has also joined the client roster this year on a rolling project basis, alongside longstanding clients Singapore Airlines (14 years), Suntory Global Spirits (12 years), Four Pillars Gin (12 years),  Pt. Leo Estate (eight years), Pernod Ricard (seven years), Pinnacle Drinks (four years), Merivale (two years), and Endeavour Group (two years), among others.

Key highlights in 2025’s first quarter for the agency have included heading to the Formula 1 Australian Grand Prix to activate with Pernod Ricard and Adelaide for Canadian Club with LIV Golf, and launching a Lune and Four Pillars Croissant Gin. 

Expanded senior team announced

Under the leadership of Managing Director Cleo Posa, the agency has undergone a significant service expansion in the past five years, diversifying its offering beyond traditional PR, social and events to include the full gamut of integrated marketing and creative services. 

Posa (above with Stu Gregor) said: “What started as a wonderful niche PR agency in the drinks space has evolved into a full-service creative powerhouse today. 

“Our 25-year milestone is proof that staying nimble, listening to culture, and backing bold ideas will always keep you ahead of the game. Liquid has an incredible legacy, and I couldn’t be prouder to be leading the agency into its next chapter.”

Liquid Ideas has promoted two of its long-standing senior leaders, Gillian O’Young and Hayley Kerrigan, each to the role of Managing Partner, recognising their exceptional experience and contribution to the business.

Additionally, Aviva Waks joins as Associate Business Director and drinks industry guru and content expert Jane Ryan has returned as Content Director, leading the agency’s native content offering. The new starters join Liquid’s team of 20 professionals, a number of whom have been with the agency for more than a decade.

The agency also unveiled a refreshed brand identity to mark its 25-year milestone.