Company type | Subsidiary |
---|---|
Industry | Retail |
Founded | 2005 |
Headquarters | Tooronga, Victoria , |
Parent | Coles Group |
Website | 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.
1st Choice Liquor grew out of the former Quaffers brand, [1] and sits alongside Liquorland and Vintage Cellars, Coles' other liquor brands. [2] The first store was opened in May 2005 at Tooronga Village in Melbourne. [3] 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. [4] The chain comprised 93 stores as of May 2018. [5] An ultra-discount no-frills banner of Wesfarmers, called Liquor Market [6] (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 and signage to the yellow colouring. [6]
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Coles Supermarkets Australia Pty Ltd, trading as Coles, is an Australian supermarket, retail and consumer services chain, headquartered in Melbourne as part of the Coles Group. Founded in 1914 in Collingwood by George Coles, Coles operates 846 supermarkets throughout Australia, including several now re-branded Bi-Lo Supermarkets. Coles has over 120,000 employees and accounts for around 27 per cent of the Australian market. Coles' large head office site in Melbourne's inner south-east has 4,000 employees of the workforce located inside.
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Coles Group Limited is an Australian public company operating several retail chains. Its chief operations are primarily concerned with the sale of food and groceries through its flagship supermarket chain Coles Supermarkets, and the sale of liquor through its Coles Liquor outlets. Since its foundation in Collingwood, Victoria in 1914, Coles has grown to become the second-largest retailer in Australia after its principal rival, Woolworths, in terms of revenue.
Vintage Cellars is an Australian liquor chain owned by Coles Group and is positioned at the higher end of the market compared to Liquorland and First Choice Liquor, the Coles group's other liquor brands. The chain comprised 83 stores as at June 2018.