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Super Liquor boasts a rich and prosperous history in the landscape of liquor retail across New Zealand. The origins of the Super Liquor name can be traced back to the late 1970s when John Butterfield introduced the name Super Liquor Man. Transitioning into the mid-1980s, this entity became an integral part of the Lion Group (LLR). Within LLR’s scope, Liquor King and Super Liquor banner groups were managed, owning the majority of these stores.
During the early 1990s, LLR undertook a reevaluation of the Super Liquor Man brand, determining that its image was no longer in alignment with contemporary sensibilities. Subsequently, the brand was rebranded as Super Liquor. The timeline from late 1992 saw LLR franchise the stores, a management approach that they upheld. However, by 1995, LLR opted to completely divest its involvement in managing the Super Liquor group while retaining the oversight of Liquor King.
This decision led to the establishment of Super Liquor Holdings in September 1995. Presently, the collective group comprises a network of 165 stores, each playing a role in the legacy and success of Super Liquor.