On Tap News

7-Eleven Group acquire a majority interest in Tipple - Australia’s largest alcohol delivery startup

7-Eleven Group acquire a majority interest in Tipple - Australia’s largest alcohol delivery startup


The 7-Eleven Group, well known for its small format convenience stores, has acquired a majority stake in 'Tipple', an alcohol delivery startup operating across Melbourne and Sydney.

Having launched in October 2015, with a little assistance from On Tap Liquor Consulting, Tipple has grown exponentially to service more than 120 suburbs across both Melbourne and Sydney. In an attempt to shake up the packaged liquor market, Tipple has plans for more zones, cities and bottle shop partners over the next twelve months.

In a statement on its website on 13th August, 7-Eleven indicated that 'Tipple provides customers a unique ‘bottle shop in your pocket’ experience, delivering in 30 minutes by partnering with local independent bottle shops'. This is achieved via the platforms unique technology which integrates with local bottle shops in house systems. The 7-Eleven Group’s investment will allow this partnership to spread across more bottle shops, and will allow the platforms expansion nation wide.

'7-Eleven led the way in digital innovation with our world-first Fuel App, and continue to explore how we can best meet the evolving needs of our convenience customers through digital, delivery and in-store services. Tipple’s business model and platform is well-aligned with these interests, and has grown significantly since starting up less than three years ago' said 7-Eleven CEO Angus McKay.

'While in time there may be interesting opportunities for the two businesses to explore and work together serving convenience customers, for now this partnership is about bringing our customer insights and marketing expertise to help accelerate the growth and expansion of Tipple as a standalone business.'

'We couldn’t be happier to be preparing for the next phase of Tipple’s growth alongside 7-Eleven. Their expertise and capabilities are unparalleled, but it’s our shared ambition to create new and engaging customer experiences on the cutting edge of convenience that excites us most. We’re very excited about the potential for this partnership to transform the landscape of both alcohol and convenience retailing in Australia' said Ryan Barrington, Founder and CEO of Tipple.

On Tap Liquor Consulting congratulates Ryan and the Tipple team and will watch the companies growth with interest. The startup has certainly come a long way since our initial concept meeting and we are proud to have played a role in your success!