Woolworths Limited - proposed acquisition of liquor licence in Geelong VIC
Type of assessment
Informal Review
Reference
40310
Acquirer(s)
Woolworths Limited
Target(s)
liquor licence in Geelong VIC
Industry
Packaged liquor licence
Summary
Woolworths proposed to acquire a takeaway packaged liquor licence located at 310 Latrobe Terrace, Geelong Victoria. The Licence traded as "Cellarbrations on Latrobe".
Outcome of assessment
Not opposed
Total review days *
14
Commenced public review
15th January 2010
Date completed
4th February 2010
Market definition
The ACCC considered the proposed acquisition in the context of the following markets:
- the local market for the retail sale of liquor for off-premises consumption within a 2-5km radius of the location of the target site in Geelong, Victoria; and
- the Victorian market for the wholesale supply of packaged liquor for subsequent sale in the retail market for off-premises consumption.
Competition analysis
The ACCC concluded that the proposed acquisition was unlikely to substantially lessen competition in the relevant markets. In forming this view, the ACCC had regard to the following factors:
- in the local retail market, the presence of a number of other independent retail liquor outlets; and
- in the Victorian wholesale market, the proposed acquisition was unlikely to significantly increase the buying power of Woolworths, nor diminish the buying power of competing wholesale purchasers.
Review timeline
Date
Event
15th January 2010
ACCC commenced review under the Merger Review Process Guidelines. Market inquiries commenced.
29th January 2010
Closing date for submissions from interested parties.
4th February 2010
ACCC announced it would not oppose the proposed acquisition.
* Total Review days = Total business days less public holidays and time during which the review was suspended.
