For many over 60, visiting the local bottle shop is a familiar routine, whether searching for a rich red to pair with dinner or a refreshing white for a warm evening.

However, changes are on the horizon as a major retailer plans to restructure its liquor brands and combine them under a single name.

This shift is expected to reshape the shopping experience for many loyal customers.


This move marks the most significant transformation in Coles Liquor's history since its inception in 1971.

The supermarket giant converted 14 Vintage Cellar and First Choice locations into 'Liquorland Cellars' and 'Liquorland Warehouse' as part of a pilot program last year.


Following the success of this trial, Coles is now ready to roll out the rebranding across all its 984 stores nationwide next month.

Coles Liquor chief executive Michael Courtney has expressed confidence in the rebranding.

'This is the biggest transformation in the history of Coles Liquor Group, 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,' he said.

'As we move towards a unified promotional strategy, we are strengthening our value proposition for customers with consistent and competitive pricing under one brand and one website.'


The consolidation aims to streamline the shopping experience by offering a unified promotional strategy, consistent and competitive pricing, and a single website for easy access.

Liquorland stores can also price-match against major competitors such as BWS and Dan Murphy's, ensuring customers can always get the best purchase deal.

'In terms of range, we are bringing a more tailored and relevant drink selection from the three banners under one roof,' Courtney continued.

'This means we will be unlocking the best-selling premium drops from Vintage Cellars and great value drinks from First Choice Liquor Market.'

Coles is committed to providing a more tailored and relevant drink selection. Under one roof, it unlocks the best-selling premium drops from Vintage Cellars and great-value drinks from First Choice Liquor Market.

Despite the excitement surrounding these changes, Coles has acknowledged a one-off cost of $1.5 million associated with the rebranding.


This comes on the heels of a slight sales revenue decline of 0.8 percent for the alcohol division in its half-year results shared last month.
Nevertheless, the pilot program's positive outcomes, which included 'increased brand awareness' and shopper satisfaction, have given Coles the confidence to proceed with the unification under the Liquorland brand.

What does this mean for us, the consumers, in terms of our future wine and spirits shopping?

While change can sometimes be unsettling, especially when it involves our long-standing shopping habits, there may be benefits to look forward to.

With a more streamlined approach, we might find it easier to locate our favorite beverages and discover new ones.

The promise of competitive pricing is also an attractive prospect, particularly for those of us who are watching our budgets.

As we prepare for this shift, staying informed about the changes and how they might affect our local stores is essential.


Are you excited about the new Liquorland experience, or do you have reservations about Vintage Cellars and First Choice Liquor Mart's disappearance? Share your opinions in the comments below.