Roy Morgan has unveiled its Annual Customer Satisfaction Award winners, with First Choice Liquor Market—now known as Liquorland Warehouse—taking out 2026 Liquor Store of the Year.  

Coles Liquor returned to the winner’s circle this year after missing out a year ago. 

The retailer said: “This recognition comes at a pivotal moment as we reflect on the successful completion of the Simply Liquorland program, bringing First Choice Liquor Market and Vintage Cellars together under one Liquorland banner late last year.

“While the brand evolved, what made First Choice Liquor Market special did not. We retained our experienced team members and standout in-store experience, carrying forward the best elements into our new Liquorland Warehouse.

“This award recognises that legacy, the passion of our team, and the trust our customers continue to place in us. It also reinforces our ambition to deliver a more connected, compelling and customer focused liquor offer across Australia.

Thank you to our teams and customers who made this possible. We’re excited for what comes next.”

Coles Liquor General Manager Customer Loyalty Mia Horner said: “This recognition is testament to how we’ve evolved the customer experience across our liquor network.

“By integrating the strengths of the First Choice Liquor Market brand into Liquorland, we are able to deliver a more engaging, convenient and rewarding experience for customers at scale.”

More than 60,000 Australians surveyed from January to December 2025 named the companies they deal with across more than 30 industries, including Automotive, Banking, Supermarket and Telecommunications, and rated how satisfied they were with them. Monthly Customer Satisfaction winners are recorded in each category throughout the year, with the annual award going to the company with the most monthly wins.

Roy Morgan CEO Michele Levine said: “The Annual Roy Morgan Customer Satisfaction Awards honour the Australian businesses who deliver continuously on their social contract with every customer.

“These awards bring together more than 400 of Australia’s most well-known companies competing in 37 categories for the Roy Morgan Customer Satisfaction Awards.

“While the data scientists at Roy Morgan collect and collate the data on a continuous basis, it is the customers of the more than 400 companies involved that provide their feedback and judge these companies with their honest, unvarnished opinions to an independent and trusted research company.

“This is the key factor that makes these awards so meaningful and highly valued.

“The data that underpins the Roy Morgan Customer Satisfaction Awards comes from real people telling us how they feel about the brands and companies they interact with. They do so via our Single Source survey, for which we interview over 60,000 Australian people each year across the nation.

“This massive study provides an accurate, independent, and objective measure of how people feel about the companies they give their business to.

“We ask respondents to tell us which companies they deal with in different categories and then to rate how satisfied they are with each. Each month we calculate monthly Customer Satisfaction winners in each of the categories as the year unfolds, and the annual award goes to the company with the most monthly wins during the year..

“Roy Morgan’s Annual Customer Satisfaction Awards are the gold standard in identifying the companies and brands that stay ahead of the pack by knowing what their customers want and delivering it on a consistent basis.”