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First Choice Liquor grew out of the former Quaffers brand, [1] and sits alongside Liquorland and Vintage Cellars, Coles' other liquor brands. [2] The first store was opened in May 2005 at Tooronga Village in Melbourne. [3]
Old Liquorland logo. Coles Supermarkets established interests with its expansion into liquor in 1981, with the acquisition of Liquorland and Vintage Cellars. [4] [5] In November 2007 Wesfarmers acquired the Coles Group and as a result the separate Coles division was formed, but was again demerged on 21 November 2018.
Formerly known as Coles Myer Ltd. from 1986 to 2006, Coles Group was owned by Wesfarmers from 2007 until 2018, when it was spun-off, with it once again listed as an independent public company on the Australian Securities Exchange, containing Coles Supermarkets, Coles Online, Coles Express, Coles' liquor division, Coles' financial division, and ...
In the 1960s, Coles sponsored a general knowledge quiz show, Coles £3000 Question (later Coles $6000 Question and Coles $7000 Question) which aired on Channel 7. [9] In 2010, Coles launched a new sub-slogan, "Down Down, Prices Are Down", featuring a large red cartoon hand pointing downwards to symbolise the chain's low-price policy.
In March 2019, Coles Group and Australian Venue Co. established a joint venture (Queensland Venue Co) where AVC would take over operations of the Coles' Spirit Hotels and receive its profits while Coles would run the group's liquor stores and receive its profits. Coles received $200 million from AVC as part of the deal. [4] [5] [6]
In July 2006, Coles Myer CEO John Fletcher announced a strategy to progressively re-brand Bi-Lo, Kmart, First Choice Liquor, Liquorland and Theo's under the Coles banner. Bi-Lo supermarkets were to be re-branded as Coles supermarkets, with others changing to other Coles Group businesses. Coles planned to keep some Bi-Lo lines in its re-branded ...