{"id":104707,"date":"2025-07-07T07:30:00","date_gmt":"2025-07-06T21:30:00","guid":{"rendered":"https:\/\/en.econostrum.info\/au\/?p=104707"},"modified":"2025-07-07T01:11:51","modified_gmt":"2025-07-06T15:11:51","slug":"coles-liquor-prices-slash-from-150-to-52","status":"publish","type":"post","link":"https:\/\/en.econostrum.info\/au\/coles-liquor-prices-slash-from-150-to-52\/","title":{"rendered":"Coles Liquor Prices Slash from $150 to $52 Amid Major Overhaul"},"content":{"rendered":"\n<p>Coles Liquor Group has implemented a significant price reduction across its liquor stores, with some items marked down by <strong>up to 75%<\/strong>. This dramatic price shift is part of a broader rebranding strategy, as the company moves towards consolidating its brands under the <strong>Liquorland<\/strong> umbrella.<\/p>\n\n\n\n<p>The transformation, which will unfold throughout 2025, is aimed at unifying the customer experience across different Coles-owned liquor outlets, including <strong>Vintage Cellars<\/strong> and <strong>First Choice Liquor<\/strong>. The change is set to impact hundreds of stores nationwide, with prices dropping sharply in preparation for the new brand standardization.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Coles Rebrands to Liquorland<\/strong><\/h2>\n\n\n\n<p>In an effort to streamline its operations, <a href=\"https:\/\/www.colesgroup.com.au\/about-us\/?page=about-us\" target=\"_blank\" rel=\"noopener\">Coles Liquor Group<\/a> is undergoing a comprehensive rebranding, with all Vintage Cellars and First Choice Liquor stores to be renamed <strong>Liquorland<\/strong>.\u00a0<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>Around 160 stores across the country will be affected, and the changes are expected to result in closer alignment of product ranges and prices.&nbsp;<\/p>\n\n\n\n<p>Coles&#8217; CEO of Liquor, <a href=\"https:\/\/au.linkedin.com\/in\/michael-courtney-56819b96\" target=\"_blank\" rel=\"noopener\">Michael Courtney<\/a>, explained that the strategy will bring &#8220;a more tailored and relevant drink selection&#8221; 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.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">PSA: Be quick! <br>As Coles begins to re-brand its First Choice Liquor stores to Liquorland Warehouse, existing stores are slashing prices on huge ranges of premium spirits and more&#8230; single malts from $150 to just $52!<a href=\"https:\/\/twitter.com\/9NewsAUS?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener\">@9NewsAUS<\/a> <a href=\"https:\/\/twitter.com\/7NewsAustralia?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener\">@7NewsAustralia<\/a> <a href=\"https:\/\/twitter.com\/newscomauHQ?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener\">@newscomauHQ<\/a> <a href=\"https:\/\/t.co\/fCHTdgU5jX\">pic.twitter.com\/fCHTdgU5jX<\/a><\/p>&mdash; Professor Gary Mortimer \ud83d\uded2\ud83d\uded2\ud83d\uded2 (@ProfRetail) <a href=\"https:\/\/twitter.com\/ProfRetail\/status\/1940637555239932106?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener\">July 3, 2025<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Major Price Cuts Across Liquor Products<\/strong><\/h2>\n\n\n\n<p>The price reductions have caught the attention of <a href=\"https:\/\/en.econostrum.info\/au\/millions-of-cba-customers-cash-back-boost\/\" data-type=\"post\" data-id=\"104120\">customers <\/a>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 <strong>$150 to $52<\/strong>.\u00a0<\/p>\n\n\n\n<p>Other products, such as gin, have also seen drastic reductions, including a <strong>bottle of gin<\/strong> dropping from <strong>$55 to $19<\/strong>.<\/p>\n\n\n\n<p>This wide-reaching price shift is largely driven by the need to standardize products across the various brands. With the planned unification of <strong>Vintage Cellars<\/strong>, <strong>First Choice Liquor<\/strong>, and <strong>Liquorland<\/strong>, stock must be cleared to prepare for the new Liquorland format, where prices will be aligned across the entire network.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Prices at Coles Liquor are being slashed ahead of a major rebranding, with some products reduced by up to 75%. Malt whisky now costs just $52, down from $150. As Coles unifies its liquor brands under Liquorland, customers can expect even more changes across the company\u2019s 1,000 stores.<\/p>\n","protected":false},"author":10,"featured_media":104710,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[44],"tags":[],"class_list":["post-104707","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-33","no-featured-image-padding"],"_links":{"self":[{"href":"https:\/\/en.econostrum.info\/au\/wp-json\/wp\/v2\/posts\/104707","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/en.econostrum.info\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/en.econostrum.info\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/en.econostrum.info\/au\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/en.econostrum.info\/au\/wp-json\/wp\/v2\/comments?post=104707"}],"version-history":[{"count":3,"href":"https:\/\/en.econostrum.info\/au\/wp-json\/wp\/v2\/posts\/104707\/revisions"}],"predecessor-version":[{"id":104712,"href":"https:\/\/en.econostrum.info\/au\/wp-json\/wp\/v2\/posts\/104707\/revisions\/104712"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/en.econostrum.info\/au\/wp-json\/wp\/v2\/media\/104710"}],"wp:attachment":[{"href":"https:\/\/en.econostrum.info\/au\/wp-json\/wp\/v2\/media?parent=104707"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/en.econostrum.info\/au\/wp-json\/wp\/v2\/categories?post=104707"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/en.econostrum.info\/au\/wp-json\/wp\/v2\/tags?post=104707"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}