Endeavour Group and data analytics firm Quantium have launched Distilled Data, a platform giving the retailer’s trade suppliers access to combined point of sale and aggregated shopper data across Dan Murphy’s and BWS.
The platform, built on Quantium’s Q.Checkout AI, covers more than 1700 stores and is pitched at product innovation, ranging and localised demand forecasting. Suppliers will be able to access it from October, with onboarding and category management training.
Pricing runs on a tiered model, from a free metric scorecard aimed at smaller producers through to advanced regional category analytics.
Endeavour Group CEO and managing director, Jayne Hrdlicka, said the granularity was the key.
“By providing access to these rich shopper insights down to the suburb level, we are giving producers the exact tools needed to understand what resonates, sharpen promotions, and deliver value for customers,” Hrdlicka said.
“Our trade partners are the lifeblood of our business, but every product needs to justify its shelf space.”
Quantium group executive and global head of Retail & Consumer, Kylie Gleeson, said the platform was “arguably the most transformative insights platform the drinks industry has seen in decades”.
For producers, suburb-level demand data has been the missing piece in range and promotional planning. Endeavour says many of its current top sellers did not exist three years ago, and the platform is positioned to help suppliers find category gaps earlier.
The move extends a run of supplier-facing data projects by Endeavour. The group backed Circana’s Complete Liquor tool in 2024, launched at its supplier summit alongside a Trade Supplier Charter covering its 2000-plus trade suppliers, and launched retail media arm MixIn in 2022, which sells in-store screens, sponsored listings and sampling programs back to those same suppliers.
