Jaime Nosworthy.
Independent The Pistol has been appointed to lead the strategy and growth of Liquor Legends' new retail media program powered by Zitcha.
The program targets suppliers across Liquor Legends' network of more than 350 retail outlets, ecommerce platform and licensed venues. The Australian-owned independent liquor retail group also owns Urban Cellars.
"Retail media shouldn't be a black box—it should be a growth engine that's accessible, measurable, and mutually beneficial," said The Pistol CEO Jaime Nosworthy.
"This is retail media done differently—backed by deep data, enabled by proprietary technology, and proven through global experience."
The full service agency has supported Liquor Legends for more than five years through media strategy and technical consulting.
The program combines first-party data from Summit Insights to enable precision targeting and predictive opportunity identification across ecommerce, in-store and on-premise channels. It aims to help suppliers gain market share by activating messaging at the right time across multiple touchpoints.
Liquor Legends CEO John Carmody said The Pistol has been an invaluable partner in the company's 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," he said.
The program is designed to help both endemic and non-endemic brands connect with consumers across Liquor Legends' retail, ecommerce and licensed venue network. The Pistol's Zitcha platform powers the technical infrastructure behind the offering.
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