Do you buy your wine at Vintage Cellars, or First Choice stores?
Not for much longer, apparently.
Owner Coles is launching a broadside at its Woolworths-owned rivals Dan Murphy’s and BWS by rebranding its Vintage Cellars and First Choice liquor stores as Liquorland outlets.
The first step of the re-branding will see nine stores across Victoria, Queensland, and South Australia switch in November, with Vintage Cellars to be known as Liquorland Cellars, and First Choice Liquor Market becoming Liquorland Warehouse.
Coles’ head of liquor Michael Courtney said the move was sparked by internal research that found Liquorland is the most memorable brand under the Coles umbrella, Mumbrella reports.
“This is an exciting next step for Liquorland which over the last four years has undergone an extensive transformation that has clearly resonated with our customers,” Courtney said.
“We want our other banners to benefit from its strong brand awareness and large store network.”
Hulsbosch, an independently owned strategic branding and design agency, is behind the brand strategy, positioning, logo, visual identity, signage system and brand guidelines for Liquorland.
“Our focus remains on providing our customers with great value,” Courtney said,
“And we’re confident that by bringing together the best elements of Liquorland, First Choice Liquor Market and Vintage Cellars, we will be able to provide our customers with competitive offers on the drinks they love most.”
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