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Coles Liquor Transformation: Major Discounts and Rebranding
Coles Liquorland, along with its associated brands Vintage Cellars and First Choice Liquor, is in the midst of a significant transformation that has sparked considerable price reductions across its offerings. Recent visits to these bottle shops reveal steep discounts, with some products slashed by nearly 75%.
Shocking Price Cuts
Retail and marketing expert Gary Mortimer expressed his surprise after discovering the phenomenal discounts at his local First Choice Liquor in Queensland. He reported a 700ml bottle of malt whisky, previously selling for $150, marked down to just $52. Similarly, a bottle of gin that once retailed at $55 is now available for $19.
A spokesperson for Coles clarified to Yahoo Finance that these discounts are part of a comprehensive rebranding initiative in their liquor division.
Major Rebranding Strategy
According to the spokesperson, "Coles Liquor Group is undergoing its biggest transformation in its history by unifying Vintage Cellars and First Choice Liquor Market under the much-loved Liquorland brand." This rebranding encourages customers to expect varying discounts as the stores transition to the new format while localised product offerings are tailored to specific customer needs.
Currently, there are around 160 stores operating under the Vintage Cellars or First Choice Liquor names. Over the next two years, these stores will gradually be rebranded as Liquorland, aiming to establish a "unified national presence" by 2025.
Stock Clearance and Brand Synchronisation
This brand amalgamation is necessitating a standardization of products across all stores, leading to significant markdowns to clear out existing stock. By the time the rebranding is fully realised, Coles anticipates the establishment of nearly 1,000 Liquorland stores nationally, all aligned in their promotional strategies and product offerings.
At present, there are discrepancies in pricing and availability across the three brands, which has made the customer experience inconsistent. Michael Courtney, Coles Liquor Chief Executive, stated, "We believe it will have a meaningful impact on how we serve customers the drinks they want, when they want them, and how we partner with suppliers to deliver value."
He further noted that the new strategy will offer a more streamlined and relevant selection of drinks, consolidating the best offerings from the three banners under a single roof.
This transformation signifies a significant shift in Coles’ approach to liquor retail, ultimately aiming to enhance customer satisfaction and maximise operational efficiency.
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