Coles has announced the retirement of its Vintage Cellars and First Choice Liquor Mart brands, opting to consolidate its liquor stores under the Liquorland banner. This strategic move follows the conversion of 14 stores last year to “Liquorland Cellars” and “Liquorland Warehouse,” as part of an ongoing effort to streamline its retail offerings.
The transition marks a significant overhaul for Coles Liquor, which has been in operation since 1971. CEO Michael Courtney highlighted that this change will enhance customer service by providing a unified front in product offerings and pricing. The entire Coles liquor portfolio will now feature consistent branding, ensuring competitive pricing across its network of stores, which could include price matching against major players like BWS and Dan Murphy’s.
Over the coming month, branding changes will be rolled out across 984 stores nationwide. Liquorland Cellars will focus on an upscale clientele, while Liquorland Warehouse will cater to a broader consumer base. Courtney mentioned the intent to offer a more curated selection, combining premium offerings from Vintage Cellars with value options from First Choice Liquor, enhancing the overall shopping experience.
Despite the benefits anticipated from this consolidation, Coles did incur a one-off expense of $1.5 million as part of the rebranding initiative. The liquor division reported a slight sales decline of 0.8% in its recent half-year results, signalling a mixed performance backdrop for the transition. A pilot program conducted late last year across various states reportedly increased brand awareness and satisfaction among shoppers, providing Coles with confidence in the prospective success of the Liquorland brand.
Overall, this transformation aims to redefine Coles’ approach to liquor retailing, promising a more tailored service that aligns customer needs with competitive pricing, thereby driving future growth and consumer engagement.