Coles is gearing up to rebrand several Vintage Cellars and First Choice Liquor Market stores as Liquorland outlets, marking a significant shift in their liquor retail strategy.
As part of a pilot program, nine South Australia, Queensland, and Victoria stores will undergo this transformation starting in November. Coles’ liquor division CEO, Michael Courtney, described this move as the next major step in Liquorland’s evolution, building on the brand’s steady growth over the past four years.
This rebranding aims to create a unified brand experience across all stores. Coles plans to extend the rebranding across all 992 locations if the trial proves successful.
“This is an exciting development for Liquorland, which has already gone through a major transformation that has really struck a chord with our customers,” said Courtney. “We want to ensure our other store banners benefit from Liquorland’s strong recognition and extensive network.”
He emphasised that the focus remains on delivering great value to customers. By integrating the strengths of Liquorland, First Choice Liquor Market, and Vintage Cellars, Coles aims to offer competitive deals on the most popular drinks.
Last week, Coles Group reported a strong annual profit of $1.1 billion, buoyed by a rise in home cooking amid the ongoing cost of living pressures. Despite the financial strain on households, Coles’ liquor sales saw a modest increase of 0.5%, reaching $3.7 billion.
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