US EditionColes axes Vintage Cellars, First Choice brands
- Coles will retire its Vintage Cellars and First Choice Liquor Mart brands, merging them under the Liquorland name in a national rollout across 984 stores in Australia next month.
- Michael Courtney, Coles Liquor chief executive, stated that this transformation represents a significant milestone for the business and aims to improve customer satisfaction and value.
- The pilot program resulted in a 16% increase in brand awareness, ensuring a better selection of drinks under one roof.
- Coles' liquor division reported a 20.2% decline in half-year earnings, which Leah Weckert, group chief executive, attributed to industry-wide declines.
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The West AustralianReposted by 
PerthNow
PerthNowColes axes Vintage Cellars, First Choice in liquor overhaul
Coles will axe its Vintage Cellars and First Choice Liquor Market chains and fold it into the better-known Liquorland brand as it fights to close the gap between bigger rivals Dan Murphy’s and BWS.
·Australia
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