Vintage Cellars and First Choice Liquor Market stores to disappear under Coles rebranding

Australian liquor store chains are quietly disappearing and getting completely rebranded in a massive transformation.

A number of Vintage Cellars and First Choice Liquor Market stores are being rebranded as part of Coles’ spirits brand transformation.

Nine stores in South Australia, Victoria and Queensland are being rebranded as Liquorland Cellars and Liquorland Warehouse stores.

This comes after the major supermarket group rebranded its Liquorland stores.

The stores were once red and yellow with block signs, but now have a sleek black and white look.

The stores not only have a new look, they also feature a new and improved layout.

So far, more than 600 stores have been rebranded to new brands during the transformation.

According to Michael Courtney, CEO of the spirits supermarket chain, the pilot program marks the next phase of Liquorland’s transformation, which has continued to grow over the past four years.

He called it an “exciting step” for the brand as it creates a cohesive brand experience that resonates with customers.

“We want our other chains to benefit from the strong brand awareness and large store network,” Courtney said.

‘We remain focused on delivering value for money to our customers. By combining the best elements of Liquorland, First Choice Liquor Market and Vintage Cellars, we are confident that we can offer our customers competitive deals on their favourite drinks.’

Coles launched Liquorland in 1971 with 800 stores across the country.

Coles Liquor is undergoing a major transformation (pictured is a sleek new black and white Liquorland store). Photo by Martin Keep/Coles.

The news comes after Coles Group posted annual profits of $1.1 billion as consumers prefer to cook at home amid the ongoing cost of living crisis.