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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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
