Western Australia's Liquor Barons has unveiled a new campaign following a rebranding exercise in partnership with Perth-based creative agency Hypnosis.

The rebrand positions Liquor Barons as a destination for alcohol exploration, featuring an evolution of 'The Baron' and a new campaign. Liquor Barons, a West Australian owned cooperative with over 90 independently run shops, aims to offer a distinctive, evolving range of alcohol products, aiming to transform every visit into an adventure.

The new campaign, tagged 'A Thirst for Discovery', invites customers to explore new drinks. The Baron, a well-known figurehead of the brand, has been transformed into a worldly guide, with an updated aesthetic inspired by the globetrotting Seinfeld character J. Peterman. The campaign will run across out-of-home (OOH), online videos, print, and social media.

"This is a bold step for Liquor Barons but one that also brings a level of cohesiveness to our look and feel. It’s been a thrill to not only see The Baron brought to life, but to have our change in strategy expressed in such a fun, irreverent way," added Lisa Hegarty, marketing manager at Liquor Barons.

"West Australians recognised The Baron but knew little about him. It was exciting to develop his character, transforming him into a richly layered and intriguing personality," said Guy Patrick, ECD Hypnosis.

The creative team behind the campaign includes Guy Patrick (ECD Hypnosis), Lisa Hegarty (Marketing Manager at Liquor Barons), and others from Hypnosis and Liquor Barons.