Coles Liquor has announced it will phase out its Vintage Cellars and First Choice Liquor Market stores across the country, rebranding them under the Liquorland banner.

Store conversions will begin in April and are expected to be completed by December.

Coles Liquor chief executive Michael Courtney (pictured main) said a successful pilot last year saw 14 Vintage Cellars and First Choice stores converted into “Liquorland Cellars” and “Liquorland Warehouse”, resulting in a 16% rise in brand awareness and a 30% increase in customers saying they were likely to shop again.

All stores in South Australia, including six First Choice Liquor Market and three Vintage Cellars were rebranded, along with two First Choice Liquor Market stores in Queensland and three Vintage Cellars stores in Victoria.

“They’re enjoying the experience in-store,” Courtney told the Sydney Morning Herald.

“All of those customer data points led to us seeing an increase in sales throughout the trial, which is really positive and gives us the opportunity to move forward.

“This will be the largest customer change that we’ve ever made in Coles Liquor.”

The announcement is the latest phase of the Liquorland transformation that has seen the conversion of more than 600 stores to the banner’s updated black & white format.

The first black & white Liquorland store was launched in Melbourne’s Oakleigh in May 2020.

The changes will see pricing, ranges and loyalty programs will be consolidated.

During the pilot phase, Courtney said: “I do feel that in terms of having the team focus on one customer proposition out in the market, it will allow us to move faster and to deliver better on what our brand proposition is, because competing in a market with three different brands, trying to stand for three different things, does add a level of complexity.”

In 2024, Finder’s Customer Satisfaction Awards saw First Choice Liquor voted the most loved and most trusted bottle shop in Australia and also lauded for having the most legendary customer service. First Choice Liquor received a 100% trustworthy rating, making it the undisputed winner.

Vintage Cellars was named Australia’s top premium retailer by Roy Morgan in 2022. In 2021, Vintage Cellars was named both top liquor retailer and Australia’s second most popular premium brand.