Vintage Cellars and First Choice are being Folded into Liquorland from November 2024

Chuppa on 04/09/2024 - 12:13

Coles is folding Vintage Cellars and First Choice into Liquorland from November - Mumbrella

Coles is launching a major assault on rival Dan Murphy’s by rebranding its Vintage Cellars and First Choice liquor stores as Liquorland stores.

The supermarket giant will do the rebranding in stages: a first step will see nine stores across Victoria, Queensland, and SA rebrand in November, with Vintage Cellars to be Liquorland Cellars, and First Choice Liquor Market becoming Liquorland Warehouse.

Hopefully, this doesn't reduce the discounts or bargains.

Food & Grocery

Related Stores

Liquorland
Liquorland
First Choice Liquor
First Choice Liquor
Vintage Cellars
Vintage Cellars

Comments

  • Gunnar on 04/09/2024 - 12:39

    Most importantly what does this mean for our Cash Rewards cashback?

    • pharkurnell on 04/09/2024 - 14:33

      less threads complaining about it?

  • ThithLord on 04/09/2024 - 13:07
    +3

    Noooo. I always liked First Choice.

    • Neoika on 04/09/2024 - 13:19
      +1

      The three are actually the same business for years (if not from the very beginning) with the same ABN. Check Terms & Conditions.

      • Jimothy Wongingtons on 04/09/2024 - 13:38
        +1

        although this is true - and ive never even seen a vintage cellars IRL - LL and FC have different feels to the shop.
        I feel my local FC has a bigger range stocked over LL. And just the overall 'feel' of the shop fit is different too. I prefer FC's feel when browsing compared to how LL is presented (though I suspect the ones I go to are probably were due for a refesh).

        Dan's goes hard on the shop fit though..but it kinda all feels so soulless.

        • Gunnar on 04/09/2024 - 13:59
          +2

          Vintage Cellars has a posher feel to it than the other two BUT it’s manufactured posh

          Ie you’re not missing much

        • JDMcarfan on 04/09/2024 - 18:08
          +1

          First Choice always had the peculiar options and typically large floor space stores to accommodate.
          I hope its just a renaming and the FC are labelled as premier/flagship stores to cater to a more broad market.
          FC always had great price beats for DM when I couldn't be arsed to drive for a slab too.

      • Seraphin7 on 04/09/2024 - 13:39
        +5

        They may have the same ABN, but I have always seen them as providing delineated offerings.

        First Choice being the direct Dan Murphy's competitor; Vintage Cellars being more aligned to wines and actually having a more curated offering (at least as far as chain stores are ever going to); Liquorland being where you pick up a "big name" slab or bottle of wine/spirits, but without having a great range.

        If they collapse to the Liquorland format (effectively equivalent to BWS), there's a lot of market space being exited.

        • Forfiet on 04/09/2024 - 13:49

          That's how I remembered my local VC being with its emphasis on wine front and centre and the RTDs, spirits and beer in the periphery….. A shame I guess….

        • ESEMCE on 04/09/2024 - 14:52

          Agreed, I don't see how this is competing with Dan Murphy?
          First Choice are the "Warehouse" store like Dan Murphy
          Liquorland is the BWS equivalent
          VC's is the lone wolf competing against the "posh" BWS stores?

      • ThithLord on 04/09/2024 - 14:07
        +1

        Sure, but First Choice has the largest beer range, in my experience of the offerings where I live. They have far more Craft beers compared to Liqourland

  • jv on 04/09/2024 - 13:49

    On no !!!

    What will happen to my VC Club account?

    • Chuppa on 04/09/2024 - 14:00

      Which offers SFA except for manufactured member discounts. Would prefer to 'earn' Flybuys points and just have normal specials.

      • jv on 04/09/2024 - 14:06

        Which offers SFA

        Are you a member?

  • try2bhelpful on 04/09/2024 - 20:38
    -1

    It doesn’t make sense to run three different alcohol outlets from the one parent company. The discounts will be dependent on how hard they want to go up against Dan Murphy. Generally Dan has cheaper prices.

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