Selected Vintage Cellars and First Choice Liquor Market stores will soon be rebranded as part of Coles’ continued transformation of its liquor brand.
Coles Liquor Group will convert nine stores across South Australia, Victoria and Queensland into Liquorland Cellars and Liquorland Warehouse stores as part of a new pilot program.
The supermarket giant has been slowly transforming its Liquorland stores over the past four years with a new, sleek black and white look and improved layout.
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More than 600 stores have been revamped so far.
Coles Liquor chief executive Michael Courtney said the pilot program was an “exciting step” for its Liquorland brand.
“We want our other banners to benefit from its strong brand awareness and large store network,” he 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.”
Coles first launched Liquorland in 1971.
There are currently 800 stores nationally.