Coles Liquor Group has implemented a significant price reduction across its liquor stores, with some items marked down by up to 75%. This dramatic price shift is part of a broader rebranding strategy, as the company moves towards consolidating its brands under the Liquorland umbrella.
The transformation, which will unfold throughout 2025, is aimed at unifying the customer experience across different Coles-owned liquor outlets, including Vintage Cellars and First Choice Liquor. The change is set to impact hundreds of stores nationwide, with prices dropping sharply in preparation for the new brand standardization.
Coles Rebrands to Liquorland
In an effort to streamline its operations, Coles Liquor Group is undergoing a comprehensive rebranding, with all Vintage Cellars and First Choice Liquor stores to be renamed Liquorland.
According to a spokesperson for Coles, this strategy is designed to bring three major liquor businesses under one cohesive brand, simplifying the shopping experience for customers. As a result, the price cuts are part of an effort to clear existing stock before the full rebranding is complete.
Around 160 stores across the country will be affected, and the changes are expected to result in closer alignment of product ranges and prices.
Coles’ CEO of Liquor, Michael Courtney, explained that the strategy will bring “a more tailored and relevant drink selection” under one roof. This approach should allow the company to optimize its offerings and create a unified, national presence, with nearly 1,000 Liquorland stores planned for the future.
Major Price Cuts Across Liquor Products
The price reductions have caught the attention of customers and experts alike. Retail and marketing specialist Gary Mortimer was surprised when he noticed a 700ml bottle of malt whisky in his local First Choice Liquor store in Queensland marked down from $150 to $52.
Other products, such as gin, have also seen drastic reductions, including a bottle of gin dropping from $55 to $19.
This wide-reaching price shift is largely driven by the need to standardize products across the various brands. With the planned unification of Vintage Cellars, First Choice Liquor, and Liquorland, stock must be cleared to prepare for the new Liquorland format, where prices will be aligned across the entire network.
