The country’s second largest supermarket retailer is making a dramatic shift as it looks to claw back market share lost to the group behind Dan Murphy’s and BWS.
Coles is set to scrap two of its liquor chain brands, Vintage Cellars and First Choice Liquor Market, to fold them under the better-known Liquorland banner in a bid to boost sales and claw back market share lost to its larger rival Dan Murphy’s and BWS.
First Choice Liquor Market operates in a big-box format featuring a wide range of alcohol categories, similar to Dan Murphy’s, while Vintage Cellars is Coles’ more upmarket retailer with roots as a fine wine chain. The move will also streamline the liquor chains – effectively run as three separate businesses – into one, bringing together separate promotions and loyalty programs.“In one week, Liquorland may have a promotional price on a Corona six-pack. Then the following week, First Choice Liquor might be running a promotion on Corona six-pack.
As family budgets remain under pressure from higher household bills, Australian shoppers have been cutting out alcohol from their budgets, swapping steak and chicken schnitzel for fish and chips and burgers at the pub, and shopping more private label brands at the supermarkets.
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