First Choice Liquor

First Choice Liquor is a group of liquor superstores in Australia owned by Coles Group, and competes principally with the Woolworths-owned Dan Murphy's chain.[1]

First Choice Liquor
TypeSubsidiary
IndustryRetail
Founded2005
Headquarters
Tooronga, Victoria
,

Australia
ParentWesfarmers
Websitefirstchoiceliquor.com.au

First Choice Liquor grew out of the former Quaffers brand,[2] and sits alongside Liquorland and Vintage Cellars, Coles' other liquor brands.[3] The first store was opened in May 2005 at Tooronga Village Shopping Centre in Melbourne.[4] Expansion of the chain was assisted with then owner Coles Group purchasing the Queensland-based Hedley Hotel chain and Mr Corks Liquor Group in 2006.[5] The chain comprised 93 stores as of May 2018.[6] An ultra-discount no-frills banner of Wesfarmers, called Liquor Market[7] (with a 'yellow water/beer drop' logo) had experimented with about half a dozen stores in Melbourne, then Sydney, however, the brand name failed to gain major traction, thus, they have been merged '1st Choice Liquor Market' since 2019 after Coles Group was divest from Wesfarmers, with many 'First Choice' stores switching from their traditional blue theme andsignage to the yellow colouring.[8]

References
  1. Brammall, Bruce (28 March 2005). "Guns cocked in the liquor war". Australasian Business Intelligence. Retrieved 1 July 2008.
  2. Mudgil, Varun (14 April 2005). "Coles renews liquor battle". All Business. Retrieved 1 July 2008.
  3. "Coles Liquor". Wesfarmers. Archived from the original on 20 July 2008. Retrieved 1 July 2008.
  4. "Retailer plays catch-up in battle of the booze". The Age, Melbourne. 24 May 2005. Retrieved 4 June 2008.
  5. Marx, Anthony (10 October 2006). "Coles buys Mr Corks for $51m". Courier Mail, Brisbane. Retrieved 4 June 2008.
  6. https://www.news.com.au/finance/business/retail/the-aldi-of-booze-launches-as-australias-low-price-obsession-continues/news-story/7838ad9775892d80e1d35e63116b2a33
  7. https://www.drinkstrade.com.au/sales-double-at-converted-liquor-market-stores
  8. https://www.drinkstrade.com.au/sales-double-at-converted-liquor-market-stores
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