Coles to trial rebranding selected liquor stores to Liquorland

Coles Liquor chief executive Michael Courtney. Image courtesy Coles Liquor Group

Coles Liquor Group will trial rebranding some of its liquor stores to the Liquorland brand, which it says is the group’s most recognisable of its liquor stores.

The pilot that will see selected Vintage Cellars and First Choice Liquor Market stores adopt the Liquorland brand, as part of the next phase of the retailer’s transformation.

Coles Liquor chief executive Michael Courtney said the pilot will allow the retailer to provide a more compelling customer offer by bringing the best elements of Liquorland, First Choice Liquor Market and Vintage Cellars under its largest and most recognised brand.

*Liquorland’s 500th store opening at Coomera Town Centre, Coomera in July last year. Photo courtesy Coles Liquor Group*

“This is an exciting next step for Liquorland which over the last four years has undergone an extensive transformation that has clearly resonated with our customers,” said Courtney. “We want our other banners to benefit from its strong brand awareness and large store network.”

The pilot will take place in all stores across South Australia and in a small number of stores in Victoria and Queensland, with selected Vintage Cellars to be converted to Liquorland Cellars and participating First Choice Liquor Market stores to be rebranded as Liquorland Warehouse.

The pilot program signals the next phase of the Liquorland transformation, which over the past four years has seen more than 600 stores converted to the new Black & White format which includes a more spacious store layout, clearer in-store signage and a more locally relevant range.

“Our focus remains on providing our customers with great value, and we’re confident that by bringing together the best elements of Liquorland, First Choice Liquor Market and Vintage Cellars, we will be able to provide our customers with competitive offers on the drinks they love most,” added Courteny.

The retailer said the move was informed by “extensive customer research”. The pilot will commence in November and involve a total of nine stores, including six First Choice Liquor Market and three Vintage Cellars stores in South Australia, as well as two First Choice Liquor Market stores in Queensland and three Vintage Cellars stores in Victoria.

Liquorland first launched in Australia in 1971, and currently has 800 stores across the country.

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