29 February, 2020

How to boost your business with the National Liquor Catalogue

How to boost your business with the National Liquor Catalogue

A data and digital content in liquor update from our Corporate Partner GS1

Data and digital content in the liquor industry is not just about technology – it’s about people and processes working together to create highly integrated and collaborative value chains.

Every company in the world has one or multiple databases filled with information about the products they make, sell or buy.

To enable efficient trading practices with customers, this content needs to be shared with all trading partners to ensure commonality across all systems.

If this content is not kept up-to-date, errors and gaps begin to appear, which ultimately affects the accuracy and efficiency of business processes and transactions. In turn, this can have adverse implications on customer service levels, on-shelf availability and administration and operating costs.

GS1 Australia offers a fully integrated, standards based solution that allows the drinks industry to enter, validate, store and maintain all their product content and then share it with their trading partners in real-time 24/7.

Product content includes:

• Transport related information

• Consumer-centric marketing content

• Customer specific pricing

• Extended labelling (nutritional, allergen, dietary)

• Product images and videos

• Enhanced and extended product content

This information is not only critical for accurate supply chain transactions, but also to support the new omni-channel landscape, where rich product content is vital to a positive consumer experience, and brand loyalty.

“Our National Product Catalogue project has resulted in all our product data now being stored in a single location, so when we make a change to a product or pricing, our partners automatically receive notification of the change," said Jorge Jimenez Supply Chain Manager ANZ, Brown-Forman. "National Product Catalogue has helped improve our internal processes and business efficiencies.” 

Overseas legal requirements

EU/1169 and the new FDA Food Safety Modernization Act have imposed additional requirements on companies exporting to these markets regarding item data.

EU/1169 specifically requires that all products sold in the EU online provide minimum consumer information before the consumer makes a purchasing decision. Many EU retailers and distributors are relying on GDSN to access this data from their suppliers and in Australia, the National Product Catalogue enables this for Australian liquor companies who export.

Increased revenue

Sales & Customer Service

• Time to shelf reduced by an average of 2 to 6 weeks

• Item data issues in sales processes reduced between an average of 25 to 55%

• Improved trading partner relations and better category management

New Product Introduction

• Reduced errors in the new product introduction process

• Speed to market with up to 2 weeks reduction in the NPI process Online Sales Channel

• 96% incease click through online with high quality images

• Multiple images per product lead to 40% sales increase

Cost reductions


• Improved order and item administration by 67%

• Reduced invoice claims 

• Improved product recall processes

• Lower costs of data entry


• Improved inventory management through more accurate order fulfilment

• Reduction in out-of-stock adjustments

• Improved accuracy of weights and measures

• Improved truck turnaround times through improved DC receiving processes

Find out more

For further information on GS1 Australia’s Data and Digital services, or any other GS1 Australia service in the liquor sector, contact: ContentServicesSales@gs1au.org; or call (03) 9548 6615