Australian liquor chains are quietly disappearing and rebranding in a major transformation.
Selected Vintage Cellars and First Choice Liquor Market stores are rebranding as part of a transformation of Coles’ spirits brand.
Nine stores in South Australia, Victoria and Queensland will be renamed Liquorland Cellars and Liquorland Warehouse stores.
This comes after the major supermarket group embarked on a rebranding of its Liquorland stores.
The stores, which were once red and yellow with block-shaped signs, now have a sleek black and white look.
The stores not only have a new look but also feature a new and improved design.
So far, more than 600 stores have been rebranded during the transformation.
The supermarket’s liquor chief executive Michael Courtney said the pilot marked the next phase of Liquorland’s transformation, which has continued to grow over the past four years.
Coles liquor chief executive Michael Courtney (pictured) said the brand will be cohesive
He said it was an “exciting step” for the brand, which will create a cohesive brand experience that resonates with customers.
“We want our other brands to benefit from their strong brand awareness and large network of stores,” Courtney said.
‘Our focus remains on offering our customers great value and we are confident that by bringing together the best elements of Liquorland, First Choice Liquor Market and Vintage Cellars we will be able to offer our customers competitive deals on the drinks they love.’
Coles first launched Liquorland in 1971 with 800 stores nationwide.
Coles Liquor is undergoing a major transformation (pictured, a sleek new black and white Liquorland store) Photo by Martin Keep/Coles.
The news comes after Coles Group reported an annual profit of $1.1 billion as shoppers turn to cooking at home during the current cost of living crisis.