Give Us A Call: 0800 787 375

About Super Liquor

Super Liquor has a proud and successful history of liquor retailing throughout New Zealand. The Super Liquor name was first used in the late 70’s when John Butterfield established the name Super Liquor Man. In the mid 1980’s this became part of the Lion Group (LLR). LLR, who included the banner groups of Liquor King and Super Liquor, owned and managed the majority of the stores. In the early 1990’s LLR reviewed the Super Liquor Man brand and decided the image was no longer relevant and renamed the brand Super Liquor. From late 1992 onwards the stores were franchised by LLR who continued to manage the chain. In 1995 LLR decided to completely exit the management of the Super Liquor group but retain Liquor King. From there, Super Liquor Holdings was established in September 1995. The total group today is comprised of 175 stores.

Super Liquor Holdings (SLH) was incorporated for the purpose of establishing, developing and administering a network of franchised liquor retailers to promote, foster and advance the success of the franchisees within the franchise network. SLH and franchisees enter into a franchise agreement that details the rights and responsibilities of the parties. Key responsibilities of SLH are:

  • Develops franchise systems, standards and processes
  • Group marketing
  • Group buying negotiations and supplier partnerships
  • Group merchandise and category management
  • Group infrastructure and technology
  • Franchisee support and communications

SLH has a Board comprising of six directors. The Board has established three subcommittees: Audit & Risk, Chief Executive and Information Communication & Technology. SLH has a flat management structure with a Support Office staff of 15 supported by two franchisee sub-committees: a Marketing Committee and Point of Sale Committee.

The Super Liquor Franchise model consists of 175 independent stand-alone stores (businesses), with their own shareholders and directors or partners (as applicable).

Super Liquor stores are owned by Franchisees which are separate and distinct legal entities from SLH. SLH is not:

  • Responsible for, and does not involve itself in the day-to-day administration or management of a franchisee’s business
  • The employer of individuals who work for franchisees at Super Liquor stores
  • The owner of, nor does it have any interests in, Super Liquor stores

Franchisees operate their own business and make their own decisions in relation to the management and administration of their business. This is the fundamental principle of the franchise model. Franchisee’s responsibilities include:

  • Managerial decisions regarding how to run the day-to-day operation of their business
  • Developing customer relationships
  • Employment relationships
  • Legal obligations
  • Financial decisions for their business

SLH exists to support its Franchisee’s business success and satisfaction.

This means:

  • To lead, inspire, develop and manage a network of franchised liquor retailers to collaboratively promote, foster and advance the success, profitability and satisfaction of the franchisees within the franchise network.

Our vision is for Super Liquor to be the brand choice for sociable Kiwis occasions through redefining convenience.

This means:

  • Convenience always: making it easier for shoppers.
  • The store experience: delivering an entirely compelling shopper experience.
  • Sociability: being the occasion destination; inspiring great times, socialising, fun, partying and relaxation.

What We Believe In

  • Enabling Franchisee business success & satisfaction
  • The shopper experience is at the core of everything we do
  • Driving business growth through strategic partnerships
  • Performance & viability of SLH underpins Super Liquor’s success

Who We Are

  • One Cohesive Team – we play on the same side; as a cohesive team we will always outperform one that is not
  • Results Oriented – we know which results are important, the focus and action required to achieve them
  • Influential – we show category leadership
  • Entrepreneurial – we thrive on an entrepreneurial spirit and ambition
  • Straight Up – we will always tell you what is really going on
  • Our continuous ambition is to be New Zealand’s number one franchise
  • A socially conscious retailer who is committed to leadership within and support of our communities
  • Sociable – we encourage sociability and aspire to enjoy great times, fun & relaxation

Super Range: With all your favourite brands, you’ll find the perfect drink for any occasion. Super sorted!

Super Easy: 150+ stores throughout New Zealand, with super friendly service. Super convenient!

Super Deals: Plus super value every day.

Franchisees: In enabling franchisee success there are seven key deliverables on which we focus:

  • Help franchisees develop their business
  • Drive store foot traffic
  • Listen to our stores
  • Provide credible leadership
  • Be one team working together
  • Show we care about store success
  • Return on investment

Our promotional and marketing programme is managed from our Support Office. Our marketing team creates and delivers national and local marketing activities and campaigns that are focused on growing the brand, food traffic, store sales and profitability. Super Liquor has the following clubs that stores are invited to join as part of being a Super Liquor franchise:

  • Super Top Drops
  • Whisky Club
  • Premium Spirits Club

Key media activities include:

  • Mailers distributed to residential addresses
  • Website and digital marketing
  • TV and radio advertising
  • Social media
  • POS ticketing and all promotional posters
  • National press advertising

Super Liquor is proud to be a member of the Franchise Association NZ and Hospitality NZ.

Super Liquor has won the following awards:

  • Winner for the “Best Franchise System – Retail Category” at the Westpac NZ Franchise Awards 2017
  • Winner of the Reader’s Digest Quality Services Award 2016 – Liquor Outlets as voted by New Zealander’s
  • Runner Up of the Reader’s Digest Quality Services Award 2017 – Liquor Outlets as voted by New Zealander’s

Working at Super Liquor

We’re the brand choice for over 12 million sociable Kiwi’s occasions and put the customer experience at the core of everything we do! We are passionate about creating a shopper experience that is truly convenient and easy for our customers. We provide a comprehensive training programme for our people that covers the brand, our products, customer service and all other relevant training required to work in one of our stores. We believe we have a responsibility to our people and our communities and aspire to being the Benchmark for NZ franchises.

The Super Liquor Franchise model consists of 175 independent stand-alone stores (businesses), with their own shareholders and directors or partners (as applicable).

Super Liquor stores are owned by Franchisees which are separate and distinct legal entities from SLH. SLH is not:

  • Responsible for, and does not involve itself in the day-to-day administration or management of a franchisee’s business
  • The employer of individuals who work for franchisees at Super Liquor stores
  • The owner or, and does not have any interests in, Super Liquor stores

Franchisees operate their own business and make their own decisions in relation to the management and administration of their business. This is the fundamental principle of the franchise model. Franchisee’s responsibilities include:

  • Managerial decisions regarding how to run the day-to-day operation of their business
  • Developing customer relationships
  • Employment relationships
  • Legal obligations
  • Financial decisions for their business

To contact a Super Liquor store in regard to employment opportunities, click here to find a store.

Your employment rights

It doesn’t matter what company you work for in New Zealand, as an employee you have certain employment rights. These minimum rights apply to all employees regardless of your visa status or what is written in your employment agreement. It’s important to know your rights, and what to do if you believe your rights are not being met by your employer.

The right to be treated fairly and to work in a safe workplace.
You have the right to a written employment agreement.
You must be paid at least the minimum wage. Please refer to www.govt.nz for the latest hourly rate.
You must be paid the full amount that you are entitled to receive under your employment agreement. This amount also cannot be lower than the minimum wage. You should not be giving cash back to your employer after you have been paid.
You have the right to 4 weeks of paid annual holiday each year, after you have worked for your employer for 12 months.
You have the right to take 11 public holidays off work on full pay (if the public holiday is on a day that you normally work).
If your employment agreement says so, your employer can ask or require you to work on a public holiday. If you work on a public holiday then you are entitled:
  • to be paid 1.5 times your normal pay for that day; and
  • to receive another paid day off (if the public holiday that you worked is a day that you normally work on).
You are entitled to paid leave under these circumstances if you have been employed by your employer for 6 months:
  • 5 days’ paid sick leave a year;
  • up to 3 days’ paid bereavement leave on the death of your spouse or partner, parent, child, sibling, grandparent, grandchild, or your spouse or partner’s parent;
  • up to 1 day’s paid bereavement leave on the death of any person not mentioned above and if your employer accepts that you have suffered a bereavement; and
  • up to 10 days’ paid domestic violence leave.
The right to rest and meal breaks. Your entitlement to rest and meal breaks depends on how long your shift is. You can find details of your minimum entitlements at www.employment.govt.nz.
The right to parental leave and parental leave payments if you have worked for your employer for 6 months. The length of leave depends on how long you have worked for your employer.
The right to ask for details of your time worked, leave and holiday entitlements.
The right not to be exploited or threatened because of your visa status.

Below are the translated versions in Hindi and Chinese that you can download:

If you consider that you are deliberately being denied your minimum employment rights, talk with your employer or contact the Super Liquor Support Office by:
  • calling 0800 547867;
  • emailing support@superliquor.co.nz; or
  • emailing or speaking with your Franchise Manager at the Super Liquor Support Office. If you are unsure of their contact details, you can call 0800 547867 to get them.
You can find more information on your minimum employment rights at www.employment.govt.nz. Information is available in 12 languages on this website including Maori, Chinese, Hindi, Korean, Punjabi, Samoan, Tagalog, Thai, Tongan and Vietnamese.

Sales & Supply of Alcohol Act 2012

Customer Statement
Our Policy is to serve you in a friendly, responsible & professional manner so that you have an enjoyable shopping experience. In the event you are refused service, we ask that you understand that it is our duty to be responsible hosts by adhering to our legal obligations under the Supply of Alcohol Act 2012 (SSAA 2012).
Training
Duty managers obtain their Licence Controller Qualification (LCQ) The LCQ demonstrates knowledge of the SSAA 2012, its implications for licensed premises and knowledge of host responsibility requirements as a duty manager of licensed premises. Furthermore, all our staff undergo training in order to do their job responsibly and understand their obligations to comply with the SSAA2012 Act.
Minors
Signage is displayed on the premises stating minors will not be served. Should you look under 25, you will be asked for ID. Please note that if any person in a group appears to be under 25, the group will be asked for ID at the time of purchase. If any person in the group cannot supply ID, we will not supply anyone in the group with alcohol. The acceptable forms of ID we accept are:
  • Current NZ photo drivers’ license
  • Current HNZ 18+ card
  • Current passport
Staff are aware of the requirements & consequences as set out in the SSAA 2012 in respect of sale or supply to minors and the presence of minors on our premises according to the designation of our Liquor Licence.
Intoxication
Signage is displayed on the premises stating intoxicated persons will not be served. Our staff will identify & assess signs of intoxication by using the Intoxication Assessment Tool SCAB. Intoxication means observably affected by alcohol, other drugs, or other substances or a combination.
Assistance will be offered by the Manager to anyone on the premises who is intoxicated. This may include access to safe transport or other means to ensure their safety.
Low and non-alcoholic beverages are available for sale.
Promotions
From time to time there may be promotions on premises. Where promotions are offered, they should not encourage or be likely to encourage the excessive consumption of alcohol. Water will be provided for all complementary tastings.
Sale and Supply of Alcohol Act 2012 – Acknowledgement of Responsibilities to Comply with the Law. It is Super Liquor Policy that all staff need to sign this acknowledgement form every quarter.
Introduction
Super Liquor takes its legal responsibilities seriously. This document sets out actions and behaviours on our premises that are offences under the Act. We require you to acknowledge your responsibilities on behalf of the company in ensuring the law is complied with and these offences are not incurred in undertaking your duties. The offences are:
Sale and supply of alcohol to a minor
It is an offence under the Sale and Supply of Alcohol Act 2012 to sell alcohol to any person under 18 years of age (a “minor”). The penalties upon conviction of selling to a minor are:
  • For a licensee, a maximum fine of $10,000 and/or the suspension of the licence for 7 days;
  • For a manager a maximum fine of $10,000; and
  • For any other staff member a maximum fine of $2,000.
The Police can also apply to the Liquor Licensing Authority for the suspension or cancellation of our liquor licence and/or the suspension or cancellation of a Manager’s Certificate.
In order to protect you and our liquor licence Proof of Age documentation MUST be requested where a person appears to be 25 years or younger. The only acceptable forms of photo identification are:
  • A Current NZ photo driver’s licence
  • A Current NZ or overseas passport
  • A Current HANZ 18+ Card
In our premises there must be no exceptions, No ID = No Service. If someone cannot prove they are 18 years old or over, then they must not be served. If you are in any doubt, please contact the Duty Manager.
Group Sales Policy
When a group of people enter the store, and any member of the group that appears to be under the age of 25, the group must be asked for ID at the time of purchase. If any person in that group cannot supply ID, you may NOT supply ANYONE in the group with alcohol.
A minor in a restricted area or unaccompanied in a supervised area
Minors are not allowed to be in restricted areas or to be unaccompanied in a supervised area and it is an offence for a licensee or manager to allow such a situation to occur. The penalty upon conviction is a maximum fine of $2,000.
Sale and supply of alcohol to intoxicated people
Alcohol cannot be sold to intoxicated people. The penalties upon conviction of doing so are:
  • A maximum fine of $10,000 for a manager or licensee;
  • A suspension of the licensee’s license for up to 7 days;
  • A maximum fine of $2,000 for other staff;
Unauthorised sale or supply
It is an offence to sell and supply alcohol for consumption on the premises or to let people consume alcohol on the premises unless it is permitted by provisions in the Act (eg tastings). The penalties upon conviction of doing so are:
  • A maximum fine for the licensee or the manager of $20,000;
  • The suspension of the licensee’s licence for up to 7 days;
Intoxicated while on duty
No-one can be intoxicated whilst on duty. The penalties upon conviction are:
  • A maximum fine of $4,000 for a manager;
  • A maximum fine of $2,000 for an employee;
Permitting an intoxicated person to remain on licensed premises
An intoxicated person is not permitted to remain on licensed premises. The penalties upon conviction are:
A maximum fine of $5,000 for a licensee or manager;
Disorderly conduct
It is an offence for a licensee or manager to allow any violent, quarrelsome, insulting or disorderly conduct to take place on licensed premises. The penalties upon conviction is a maximum fine of $10,000.
Acknowledgement:
I have read this document and understand my responsibilities in ensuring the law is complied with in my job. I agree to carry out my duties in a way which ensures the law as set out in this document is complied with.
Intoxicated means observably affected by alcohol, other drugs, or other substances (or a combination of two or all of those things) to such a degree that two or more of the following are evident:
  • Appearance
  • Behaviour is impaired
  • Coordination is impaired
  • Speech is impaired
Indicators may include but not limited to:
2.1 AL805 Intox-Assess-Tool-A4_2019_Online.png

Training

Super Liquor Academy is the Super Liquor eLearning system with courses and content designed for franchisees and anyone working at a Super Liquor store. Super Liquor Academy is available on all smart phone’s by downloading the “talentlms“App making it even easier to access anywhere, anytime.
We have gamified the training. What this means for you is recognition is given to the modules and courses you complete with badges, points and leaderboards visible from your homepage each time you log in. PLUS, we will regularly run incentives and prizes to make learning even more fun and engaging.
Current training courses available on Super Liquor Academy include:
  • New user onboarding – a short 10 min course to familiarise users with the learning system
  • Customer Service 101 – this course is all about focusing on key elements of customer service
  • Customer Service 102 – this course focuses more on how to better understand your customer to sell
  • SSAA2012 - 6 modules that will take you through identifying key areas of the law relating to off licence
  • Robbery training – tips from the Police and further information from Retail NZ on crime prevention
  • Servewise training – e-learning tool providing sellers of alcohol with an understanding of the Sale and Supply of Alcohol Act
Employment NZ E-Learning Module - Your Employment Rights

Franchise Enquiries

We’re looking for super enthusiastic, quality retailers and individuals to join our team as owners and operators of Super Liquor franchises. We can help you grow your business with an offer that includes:

  • New Zealand’s leading national marketing programme
  • Market leading terms and supplier partnership
  • Brand strength with a group of 140+ stores
  • A super responsive retail and operations support team, dedicated to your success

So if you can deliver a super shopper experience, and want to be part of the Super Liquor brand, get in touch with Sinead for a confidential chat.

Click here to email Sinead

connect with us

Contact Support Office

Email Us: support@superliquor.co.nz

Phone Us: 0800LIQUOR