Coles will permanently retire the Vintage Cellars and First Choice Liquor Market chains after a successful four-month trial of rolling out the Liquorland brand to other parts of its alcohol retailing business.
The change is the most significant since Coles entered the business in 1981 with the acquisition of Liquorland and Vintage Cellars. Next month, it will begin to roll out the branding to its 984 stores, renaming Vintage Cellars and First Choice as Liquorland Cellars and Liquorland Warehouse, respectively.
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Carrie LaFrenz is a senior journalist covering retail/consumer goods. She previously covered healthcare/biotech. Carrie has won multiple awards for her journalism including financial journalist of the year from The National Press Club. Connect with Carrie on Twitter. Email Carrie at carrie.lafrenz@afr.com
