For our discerning readers who appreciate a fine tipple and the convenience of trusted liquor outlets, this news may come with mixed feelings.
On one hand, the shake-up could mean a more streamlined shopping experience. On the other, it could signal the end of the unique identities that have been cultivated over the years.
In a bold move that’s set to reshape the Australian liquor retail landscape, Coles has announced a significant rebranding strategy that will see its Vintage Cellars and First Choice Liquor Mart brands retired and merged under the Liquorland banner.
This decision marks a new chapter for Coles Liquor, which has been a staple in the Australian alcohol market since its inception in 1971.
The transformation began with a pilot programme last year, converting 14 stores into ‘Liquorland Cellars’ and ‘Liquorland Warehouse,’ and the results have been promising.
Coles Liquor chief executive Michael Courtney expressed confidence in the rebrand, citing ‘increased brand awareness’ and customer satisfaction as key indicators of success.
‘This is the biggest transformation in the history of Coles Liquor Group,’ he says, ‘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.’
The national roll-out will see all Coles-owned liquor stores unified under the Liquorland name next month, affecting a total of 984 stores across Australia.
This rebranding is not just a name change; it’s a strategic shift towards a unified promotional strategy. For customers, this could mean better deals and a more straightforward pricing structure.
Coles aims to strengthen its value proposition with consistent and competitive pricing, a move that will allow Liquorland stores to match prices against major competitors such as BWS and Dan Murphy’s.
The new Liquorland Cellars will cater to the upmarket clientele, offering the best-selling premium selections previously found at Vintage Cellars.
Meanwhile, Liquorland Warehouse will aim to provide a broad range of great value drinks, much like the offerings of First Choice Liquor Mart.
This tailored approach to product selection is designed to bring a more relevant drink selection under one roof, potentially enhancing the shopping experience for customers with diverse tastes and budgets.
However, this change hasn’t come without cost. Coles has invested a one-off sum of $1.5 million in the rebranding process—this move caused a slight sales revenue decline of 0.8 per cent for the alcohol division in its half-yearly results.
Despite this, the company remains optimistic about the long-term benefits of the rebrand.
As we look towards the future of liquor retailing in Australia, it’s clear that Coles is heavily investing in the Liquorland brand.
For our readers who may have developed a loyalty to Vintage Cellars or First Choice Liquor Mart, the transition may require some adjustment.
Yet, the promise of a more streamlined shopping experience, competitive pricing, and a curated selection of beverages could be a welcome change.
Will you miss the individuality of Vintage Cellars and First Choice Liquor Mart, or are you looking forward to seeing what Liquorland has to offer?
Also read: What’s hiding in plain sight at Coles checkouts has shoppers puzzled
