Liquor outlet expands, gets facelift

Press, 9 November 1984, Page 30

Liquor outlet expands, gets facelift

A company decision to diversify was part of the reason behind the expansion of Quill Humphreys, Ltd, to include a drive-in video business in Christchurch.

This acquisition represents the start of an expansion by the company into one of the fastest-growing leisure markets in New Zealand, and is seen by the directors as an exciting and compatible extension of existing operations. The company intends to continue the concept into more of the existing liquor outlets to create new drive-

in video and liquor facilities.

Also part of the diversification policy and overall marketing strategy — the company is undergoing a name change.

The name Cellar Ghost Liquor Cellars has been discontinued and the name “Quills” has been introduced as the new trading identity.

Another facelift is the introduction of a new and striking corporate logo and colour scheme, which will be used in all areas of company operations — from buildings, signs and vehicles

through to company stationery. There are now a total of 11 Quills liquor outlets throughout New Zealand. The brand management is centralised in Auckland while company control is maintained by the head office organisation in Christchurch.

Quills operates wholesale licenced premises in Whangarei, Hamilton, Wellington and from four outlets in Christchurch.

Four liquor licences in the Hawke’s Bay region, situated at Gisborne,

Napier, Hastings and Wairoa were recently purchased by the company but they trade under the Liquorland franchise. In Christchurch itself, two of the four outlets are coupled with the video drive-in shops, and the other two, in Dundas Street and Colombo Street South, are still solely liquor shops. A fifth shop, Edgeware Wines, is operated by Quills, but is licensed to sell wines only. As liquor specialists, Quills offers a wide range of drinks; free delivery; all

liquor requirements for club, business and private social functions; and can take orders for unusual or special wines throughout the world. While the shop always keeps a stock of the cheapest wines from about $3.99 a bottle, the range extends upwards to the most commercially expensive at several hundred dollars a bottle. One North Island client flies to Christchurch annually to go through the stock list and place his yearly order.

As part of the celebrations for the opening today of the combined liquor and video outlets at Riccarton, there will be a wine-and-beer tasting at Quills. There will be specials, and the redecorated • Austin taxi which will be used for deliveries, will also be present. Quills will be the only wholesale liquor outlet open today, as management hope to attract visitors from the Agricultural and Pastoral Show. Many will remember the Riccarton site when it was owned by Dalgetys.