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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]
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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 ...
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By 1973, Coles had established stores in all Australian capital cities. From 1962, its supermarkets were branded Coles New World with accompanying Space Age-themed imagery. [8] In 1991, the stores were rebranded Coles Supermarkets and from 1998, simply as Coles. Coles headquarters site, adjacent to Toorak Road in Hawthorn East, Melbourne
Vintage Cellars is an Australian liquor chain owned by Coles Group and is positioned at the higher end of the market compared to Liquorland and First Choice Liquor Market, the Coles Group's other liquor brands. [1]
Dan Murphy's is an Australian liquor store owned by Endeavour Group, with over 270 stores across the country. [2] The business was founded in 1952 by winemaker Daniel Francis Murphy. Dan Murphy's competes principally with Coles Group brands First Choice Liquor , Vintage Cellars and Liquorland .