Coles rebrands its bottle shops in a significant move.

Coles, the popular supermarket chain, has announced plans to rebrand some of its stores as Liquorland bottle shops. This will include nine locations across South Australia, Queensland, and Victoria, with the pilot program set to launch in November. According to Michael Courtney, the CEO of Coles' liquor division, this move marks the next phase of the ongoing transformation of Liquorland, which has seen significant growth over the past four years.

This decision comes as Coles aims to create a more unified brand experience for its customers. If successful, the rebranding effort will eventually extend to all 992 of Coles' locations. Courtney expressed his excitement for this development, stating, "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. We want our other banners to benefit from its strong brand awareness and large store network." He also emphasized that the company's focus remains on offering great value to customers and believes that by combining the best elements of Liquorland, First Choice Liquor Market, and Vintage Cellars, they will be able to provide competitive offers on the drinks that customers love the most.

The announcement comes on the heels of Coles' annual profit report, which showed a strong performance despite ongoing economic challenges. The company reported a profit of $1.1 billion, with a slight increase of 0.5% in liquor sales, which reached $3.7 billion. This growth can be attributed to the current trend of consumers turning to home cooking and entertaining as a result of the ongoing cost of living crisis.

In conclusion, Coles' decision to rebrand select stores as Liquorland bottle shops is a strategic move that aims to enhance the brand's overall presence and offer customers a more cohesive shopping experience. As the company continues to prioritize providing value to its customers, it is confident that this rebranding effort will contribute to its success and growth in the future.

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