Vintage Cellars Makes Way for a Unified Liquorland: A Strategic Shift for Coles Liquor in Sydney
Jubilant bargain hunter A.Ritenis (pictured above) scores a William FEVRE Chablis 2022 375 ml bottle (drinking very well) for the bargain price of AUS $17 -A Sante!
*Wine Business report by A.Ritenis using Google Gemini AI for text formatting and editing/ Image Credit:A.Ritenis
Sydney, NSW ,12 May,2025
A significant shake-up is underway in Australia’s liquor retail landscape, with Coles Liquor Group confirming a nationwide rebranding initiative that will see the familiar Vintage Cellars stores transition to the Liquorland banner. This strategic move, which includes the conversion of numerous Sydney-based Vintage Cellars outlets, aims to unify the company’s retail offering, streamline operations, and ultimately enhance value and convenience for customers.
Vintage Cellars, long positioned as Coles Group’s premium liquor offering, will effectively be absorbed into an expanded Liquorland brand, which will encompass three new formats: Liquorland, Liquorland Cellars, and Liquorland Warehouse.
This consolidation also includes the First Choice Liquor Market brand, signifying a comprehensive overhaul of Coles Liquor’s retail strategy.
A New Era for Coles Liquor
According to Michael Courtney, CEO of Coles Liquor, this is “the biggest transformation in the history of Coles Liquor Group.”
The decision follows a successful 16-week pilot program conducted in 14 selected stores across South Australia, Victoria, and Queensland, which reportedly demonstrated increased brand awareness, customer engagement, and repeat visits.
The core objective of this rebranding is to deliver a consistent customer experience and a stronger value proposition. By aligning product ranges, promotions, and the popular Flybuys loyalty program under a single brand, Coles Liquor aims to simplify the shopping journey for consumers. A key element of this strategy is the introduction of Liquorland’s new “Price Match Promise,” which commits to matching lower prices from competitors on identical stocked items.
Bargain basement prices available for savvy consumers during rebranding transition period
Impact on Sydney’s Liquor Scene
For Sydney residents, the transition means a change in the look and feel of their local Vintage Cellars. While the premium focus and curated range that defined Vintage Cellars are expected to be incorporated into the “Liquorland Cellars” format, the overarching branding will be Liquorland.
Extensive 
Extensive European Fine Wine Section at Newtown Vintage Cellars prior top rebranding Photo Credit A.Ritenis
“This could see some loyal Vintage Cellars customers adjusting to a new brand identity, though Coles Liquor is optimistic that the enhanced value and broader accessibility of premium products will be well-received.”
Indeed, the company stated that the new Liquorland formats will “unlock the best-selling premium drops from Vintage Cellars” and make them “more accessible to customers through Liquorland across the country.”
This suggests that while the name changes, the commitment to a quality selection, particularly in the “Cellars” format, will remain.
Selection of premium wines purloined by the writer during Transition and Stock Clearance at Vintage cellars at an average 40% of regular Retail price
Supplier and Customer Considerations
The rebranding also has implications for suppliers, particularly those who relied on Vintage Cellars as a key channel for boutique and independent wines and spirits.
While some suppliers have expressed concerns about potential changes to ranging, Coles Liquor has asserted that their approach to tailoring ranges to specific store needs will continue, and that the unified brand will create opportunities for wider distribution for many suppliers.
The national rollout, which began in April and is expected to be completed by the end of 2025, will see approximately 160 Vintage Cellars and First Choice Liquor Market stores transformed. This expansion will increase Liquorland’s footprint by a significant 25%, with many of the converted stores strategically located adjacent to Coles supermarkets.
A Competitive Landscape
This aggressive rebranding by Coles Liquor can be seen as a direct response to a highly competitive Australian liquor market, particularly against rivals like Endeavour Group’s Dan Murphy’s and BWS.
By consolidating its brands, Coles Liquor aims to strengthen its market position, streamline its marketing efforts, and leverage the strong brand recognition of Liquorland.
The success of this transformation will ultimately depend on how effectively Coles Liquor manages the transition, communicates the benefits to its diverse customer base, and delivers on its promise of enhanced value and a tailored product offering.
For Sydney’s discerning Fine Wine and liquor consumers, the coming months will reveal the full impact of this bold strategic move by Coles Liquor.
