Coles will axe its First Choice and Vintage Cellars brand, and bring all of its liquor stores under the Liquorland banner.
Starting next month, the national roll out will see all Coles Liquor stores unified under three banners: Liquorland, Liquorland Cellars and Liquorland Warehouse.
This includes the long-standing First Choice store in Penrith at Nepean Village.
“This is the biggest transformation in the history of Coles Liquor Group, and we believe it will have a meaningful impact on how we serve customers the drinks they want, when they want them, and how we partner with suppliers to deliver value,” Coles Liquor Chief Executive Michael Courtney said.
“As we move towards a unified promotional strategy, we are strengthening our value proposition for customers with consistent and competitive pricing under one brand and one website. Customers will be able to benefit from the country’s most-loved rewards program – Flybuys, and access our Price Match Promise, which means if you see a better price at another retailer, we’ll match it.”
Around 160 Vintage Cellars and First Choice Liquor Market stores will be transformed as part of the national roll out, expected to be completed by end of 2025.
The program will increase Liquorland’s footprint by 25 per cent, with many of the stores located near or adjacent to a Coles supermarket.
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