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First Choice Liquor Market

Old First Choice Liquor logo
First Choice Liquor Market store in Riverton
Formerly	First Choice Liquor
Company type	Subsidiary
Industry	Retail
Founded	2005
Headquarters	Glen Iris, Victoria, Australia
Number of locations	98 (June 2018)
Products	Liquor
Parent	Coles
Website	www.firstchoiceliquor.com.au

First Choice Liquor Market is a group of liquor superstores in Australia owned by Coles Group, and competes principally with the Endeavour Group-owned Dan Murphy's chain as a big-box retailer in the takeaway liquor market.

History

First Choice Liquor grew out of the former Quaffers brand, and sits alongside Liquorland and Vintage Cellars, Coles' other liquor brands. The first store was opened in May 2005 at Tooronga Village in Melbourne. Expansion of the chain was assisted with Coles Group purchasing the Queensland-based Hedley Hotel chain and Mr Corks Liquor Group in 2006. The chain comprised 93 stores as of May 2018.

An ultra-discount no-frills banner of Wesfarmers, called Liquor Market (with a 'yellow water/beer drop' logo) had experimented with about half a dozen stores in Melbourne from October 2016, 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 spun out from Wesfarmers, with many 'First Choice' stores switching from their traditional blue theme and signage to the yellow colouring.

As at June 2018 there were 98 First Choice Market stores.

First Choice Liquor Market expanded into Tasmania in February 2024. In September 2024, Coles announced it would begin a pilot program to rebrand some First Choice Liquor stores as Liqourland.

References

1. "Coles renews liquor battle". All Business. 14 April 2005. Retrieved 1 July 2008.
2. "Coles Liquor". Wesfarmers. Archived from the original on 20 July 2008. Retrieved 1 July 2008.
3. "Retailer plays catch-up in battle of the booze". The Age. 23 May 2005. Retrieved 4 June 2008.
4. "Coles buys Mr Corks for $51m". The Courier-Mail, Brisbane. 10 October 2006. Retrieved 4 June 2008.
5. "The Aldi of booze launches as Australia's low price obsession continues". News.com.au. 19 October 2016. Retrieved 21 December 2021.
6. "Sales double at converted Liquor Market stores". Drinks Trade. 28 April 2019. Retrieved 21 December 2021.
7. "Coles takes on Dan Murphy's with new LiquorMarket store launch". Australian Financial Review. 18 October 2016. Retrieved 11 April 2024.
8. Information Memorandum Herbert Smith Freehills 20 November 2018
9. "First-ever First Choice Liquor Market store opens in Tasmania". Retail World Magazine. 8 February 2024. Retrieved 11 April 2024.
10. Selected Vintage Cellars and First Choice Liquor Market stores to be converted to Liquorland Seven News 4 September 2024
11. Coles set to axe liquor chain brands Sydney Morning Herald 5 September 2024 page 26

External links

• Official website

• Alcohol distribution retailers in Australia
• Coles Group
• Retail companies established in 2005
• Wine retailers
• 2005 establishments in Australia