The Pistol will lead strategy, go-to-market, enablement, and growth of the newly launched Liquor Legends Retail Media program.
The program is powered by retail media platform Zitcha and developed in-house by the independent full-service agency.
It aims to set a new benchmark in retail media through a focus on transparency, mutual benefit, and performance.
The Pistol has previously driven impact across complex, multi-market retail ecosystems, including powering global programs for brands such as AB InBev (Anheuser-Busch InBev) which underpins the rollout of a best-in-class program for Liquor Legends.
The strategy leverages first-party data and insights from business consultancy Summit Insights, enabling targeted messaging, predictive opportunity mapping, and omnichannel activation across ecommerce, in-store, and on-premises channels.
Liquor Legends has more than 350 outlets nationwide, including the Urban Cellars banner.
The group’s network spans retail, ecommerce, and licensed venues, offering opportunities for both endemic and non-endemic brands to connect with engaged consumers.
The Pistol has worked with Liquor Legends for more than five years on media strategy and technology consulting and the new role represents a step forward in building an integrated retail media ecosystem focused on measurable commercial outcomes.
“Retail media shouldn’t be a black box—it should be a growth engine that’s accessible, measurable, and mutually beneficial. That’s exactly what we’ve built with Liquor Legends,” said Jaime Nosworthy, CEO of The Pistol.
“This is retail media done differently—backed by deep data, enabled by proprietary technology, and proven through global experience.”
Liquor Legends CEO John Carmody said: “The Pistol has been an invaluable partner in our 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.
“With their retail media experience and our longstanding partnership, we’re confident this program will redefine how our supplier partners engage with customers across our network.”
Top image: Jaime Nosworthy