Australian liquor chains quietly disappearing in Coles transformation

Australian bottle-shop chains are quietly disappearing and being rebranded in a major transformation.

Selected Vintage Cellars and First Choice Liquor Market stores are being rebranded as part of a Coles transformation of its liquor brand.

Nine stores across South Australia, Victoria and Queensland will now be rebranded into Liquorland Cellars and Liquorland Warehouse stores.

It comes after the major supermarket group undertook a rebrand on its Liquorland stores.

Once red and yellow with block signage, the stores now have a sleek black and white look.

Not only do the stores have a new look they also boast a new and improved layout.

More than 600 stores have been rebranded in the transformation so far.

The supermarket’s liquor chief executive Michael Courtney said the pilot program signalled the next phase of the Liquorland transformation, which has continued to grow over the past four years.

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 banners to benefit from its strong brand awareness and large store network,” Mr Courtney said.

“Our focus remains on providing our customers with great value and we’re confident that by bringing together the best elements of Liquorland, First Choice Liquor Market and Vintage Cellars we will be able to provide our customers with competitive offers on the drinks they love most.”

Coles first launched Liquorland in 1971 with 800 stores nationally.

The news comes after the Coles Group posted an annual profit of $1.1 billion, while shoppers turn to cooking at home during the ongoing cost of living crisis.