Federal Group has sold its 9/11 Tasmanian bottle shops to Coles Liquor as it turns its focus to its core business in hospitality and tourism.

Federal Group is a privately owned family company that operates significant tourism, hospitality, retail, casino and gaming assets in Tasmania, and a national sensitive freight company. Its brands include Wrest Point Casino, Tas Keno, The Henry Jones Art Hotel and Saffire Freycinet.

The transaction incorporates both hotel attached and stand-alone 9/11 bottle shops. Federal Group’s Vantage Hotel Group will continue to own and operate the 12 current hotels. The bottle shops will be rebranded to the Liquorland banner. It’s a big move by Coles Liquor in Tasmania, as the first-ever Liquorland in the state only opened its doors at Glebe Hill Village in 2022.

Federal Group Managing Director Greg Farrell said: “Federal Group is proud of the way it has built the 9/11 business over the last 15 years and the legacy that we will pass on to Coles Liquor.

“9/11 has become an iconic Tasmanian business providing convenience, quality service and an extraordinary range of local, national, and global products to Tasmanians.

“I would like to thank all of our loyal staff, suppliers and partners for their support over the past 15 years in building 9/11 into the fantastic business that it is. You should all be very proud.”

Coles Liquor chief executive Michael Courtney (above) said: “We’re looking forward to continuing on the great 9/11 legacy by supporting local suppliers and the community and providing great value and excellent service.

“Our decision to purchase twenty 9/11 stores demonstrates the confidence we have in this state and supports our vision to be a simpler, more accessible and locally relevant drinks specialist.”

“We’re excited to welcome all 9/11 employees to the Coles Liquor team and thank Federal Group for working with us to ensure a smooth transition for customers and team members.”

The transaction is subject to legal and regulatory approvals and is expected to be completed in the first half of 2024.

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