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Coles 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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