Coles axes Vintage Cellars, First Choice brands
Vintage cellars and the first choice liqueurs market stores throughout the country will be absorbed under the Liquorland brand by the end of the year while Coles fights to fill the gap with his rivals Dan Murphy and BWS.
For the first time, Coles’ customers will also be able to pay the prices in any shop, an offer with which Dan Murphy’s has made himself synonymous.
The vintage cellars of Coles and the brands of the first choice liqueurs market will disappear and will be absorbed by the wider banner of liqueurs.Credit: Domain
Michael Courtney, CEO of the Coles liqueur, told pilot This saw fourteen vintage cellars and first choice shops converted into “Liquorland Cellars” and “Liquorland Warehouse” was successful, with the consequent increase of 16 % of the brand awareness and an increase of 30 % of customers who are more likely to make purchases again.
“They are enjoying the experience in the shop,” said Courtney. “All these customer databases have led us to see an increase in sales during the test, which is really positive and gives us the opportunity to go on.”
“This will be the largest change in the customer we have ever made in Coles Liquor.”
The CEO of Coles Liquor Michael Courtney is launching the new Liquorland brand.
There are more than 90 vintage cellars shops across the country, which are generally home to wealthy areas and offer a more exclusive range with roots such as fine wines chain.
The first choice liqueurs market operates in a large format with a wide range of alcohol categories, similar to that of Dan Murphy.
Based on the changes, prices, intervals and loyalty programs will be consolidated in one, rather than having three separate programs for each.
