The Pistol has been appointed to spearhead the strategy, go-to-market, enablement, and growth of the Liquor Legends Retail Media program. This initiative is powered by Zitcha, a retail media platform developed and incubated by The Pistol.

Liquor Legends is an independently owned business and has 350 retail outlets nationally. It also owns Urban Cellars. The business is made up of retail, ecommerce and licenced venues. The Pistol has been supporting Liquor Legends for more than five years through media strategy and technical consulting.

The new Retail Media program aims to establish a new benchmark in the retail media sector, with a focus on transparency, mutual benefit, and performance.

“Retail media shouldn’t be a black box—it should be a growth engine that’s accessible, measurable, and mutually beneficial. That’s exactly what we’ve built with Liquor Legends,” Jaime Nosworthy, CEO of The Pistol, stated,

The strategy for the Liquor Legends program involves leveraging first-party data from Summit Insights to enable precision targeting and predictive opportunity identification.

John Carmody, CEO of Liquor Legends, said The Pistol had been an invaluable partner in our growth journey. “Their depth in technology, data, and analytics has enabled us to launch a truly innovative retail media program that puts transparency and performance first. With their retail media experience and our longstanding partnership, we’re confident this program will redefine how our supplier partners engage with customers across our network.”

The Pistol, formerly known as Tiger Pistol, is a full-service digital marketing agency that has assisted hundreds of global and Australian brands in achieving double-digit ROI over the past 11 years.