Coles Liquor Group has confirmed plans to consolidate its retail brands under the Liquorland banner, following a successful trial. This strategic move will see Vintage Cellars and First Choice Liquor Market retired and brands and rebadged as Liquorland, creating a unified national presence across 984 stores.

The transformation is designed to offer a consistent customer experience and enhanced value proposition. The rebranding will encompass Liquorland, Liquorland Cellars, and Liquorland Warehouse, aligning product ranges, promotional strategies, and the Flybuys loyalty program. An omnichannel service approach will also be implemented.

The initiative is bolstered by Liquorland’s new Price Match Promise. A 16-week pilot program conducted in 14 stores across South Australia, Victoria, and Queensland demonstrated increased brand awareness and customer engagement. The pilot resulted in a 16% improvement in brand awareness and a rise in customer visits.

Coles Liquor Chief Executive Michael Courtney (pictured) stated, “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.”

Courtney further commented on the strategic shift, “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.”

The national rollout will involve the transformation of 160 Vintage Cellars and First Choice Liquor Market stores, with completion anticipated by the end of 2025. This expansion will increase Liquorland’s footprint by 25%, with many stores located near or adjacent to Coles supermarkets.

Since November 2024, 14 stores have already been converted to Liquorland Cellars and Liquorland Warehouse. Liquorland, first launched in Australia in 1971, currently operates 818 stores nationwide.

Courtney elaborated on the product range strategy, “In terms of range, we are bringing a more tailored and relevant drink selection from the three banners under one roof. This means we will be unlocking the best-selling premium drops from Vintage Cellars and great value drinks from First Choice Liquor Market, and making them more accessible to customers through Liquorland across the country.”

The pilot program’s outcomes have reinforced the decision to proceed with the rebranding. “The results of the pilot program exceeded our expectations across all measures. We were pleased to see brand awareness improve by 16% and found customers visited our stores more frequently, and 30% of customers who shopped at our pilot stores said they plan to shop with us more often compared to before the rebrand,” said Courtney.

Courtney concluded, “These results give us full confidence that uniting under the Liquorland brand is the way forward not just for us as a business but for our customers.”