Australia’s largest independent supermarket retailer, Drakes, has announced it is rebranding all its current Cellarbrations stores under a new banner called Drakes Cellars.

Drakes Supermarkets operates 68 stores across South Australia and Queensland. The company has an annual turnover in excess of $1 billion and employs more than 6000 staff nationally.

The fresh new identity for its liquor offering will officially launch on 30 June 2025. Drakes Cellars will open across six locations at Aston Hills, Eyre, Findon, Gawler East, Mount Barker and Wallaroo, with Paramount Liquor joining as the exclusive supply partner.

Drakes said the move was an “exciting step” that enhanced its commitment to providing local customers with exceptional
convenience, quality and value – now extended into the world of wine, beer, and spirits.

Paramount Liquor Director Leigh Rowe said: “Partnering with Drakes is a natural fit. We’re both family-owned businesses that back ourselves, back our people, and back our vision for growth.

“This partnership is built on trust, shared ambition, and a clear goal, to create something better for South Australian liquor retail. We’re proud to support Drakes as their primary liquor supplier and banner group and we’re excited about what we can build together.”

Director of Drakes John-Paul Drake (above) said: “At Drakes, we’re here for a good time AND a long time. We’re extremely proud to be working alongside another Aussie business to give our customers more choice in what they can buy. As the largest independent and family-owned businesses in our respective industries, it’s like wine and cheese – a match made in heaven!”

To celebrate the launch, Drakes Cellars stores will be hosting exclusive opening specials, along with instore tastings from some of South Australia’s best local wineries, breweries and distilleries.

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