Selected Vintage Cellars and First Choice Liquor Market stores will soon be rebranded as part of Coles’ continued transformation of its liquor brand. Coles Liquor Group will convert nine stores across South Australia, Victoria and Queensland into Liquorland Cellars and Liquorland Warehouse stores as part of a new pilot program. The supermarket giant has been slowly transforming its Liquorland stores over the past four years with a new, sleek black and white look and improved layout.
Coles Liquor chief executive Michael Courtney said the pilot program was an “exciting step” for its Liquorland brand. “We want our other banners to benefit from its strong brand awareness and large store network,” he said.
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