Coles is set to rebrand select Vintage Cellars and First Choice Liquor Market stores as Liquorland bottle shops.
Nine stores across South Australia, Queensland and Victoria will be rebranded under the pilot program, which begins in November.
The supermarket’s liquor chief executive Michael Courtney said the move signaled the next phase of the Liquorland transformation, which has continued to grow over the past four years.
Coles hoped the change would create a cohesive brand experience. If successful, this rebranding effort will be extended to all 992 of Coles’ locations.
“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. We want our other banners to benefit from its strong brand awareness and large store network,” Courtney said.
“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.”
Last week the Coles Group posted an annual profit of $1.1 billion, as shoppers turn to home cooking during the ongoing cost of living crisis.
Despite the strain on household budgets, It also reported a slight 0.5 per cent rise in liquor sales to $3.7 billion.
