Coles is trialling an enlarged Liquorland footprint as its best chance of catching up to rival retailer Dan Murphy’s.
Already a subscriber?Coles is rebranding some of its Vintage Cellars and First Choice liquor stores as Liquorland bottle shops in a fresh assault on larger rival Dan Murphy’s.
The supermarket’s head of liquor Michael Courtney said unifying the network behind the Liquorland name was validated by customer research which showed it is Coles’ most recognised brand. Liquorland Cellars will target upmarket shoppers, while Liquorland Warehouse will be the largest format carrying the broadest range. The standalone Liquorland brand will remain a convenience offering.
Sales in Coles’ liquor business gained just 0.5 per cent to $3.7 billion in 2023-24, as Coles distanced itself from less profitable bulk sales to hospitality venues. Earnings fell 14 per cent to $144 million.
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