Vintage Cellars to disappear under Coles’ bottle shop rebrand
Carrie LaFrenzSenior reporter
Coles is rebranding some of its Vintage Cellars and First Choice liquor stores as Liquorland bottle shops in a fresh assault on larger rival Dan Murphy’s.
A pilot program across nine stores in South Australia, Queensland and Victoria will begin in November. Coles’ liquor business spans 992 stores and growing after it just added 20 in Tasmania.
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