After revealing that Coles was launching the new Liquor Market brand, we looked at how Coles finds a point of difference with its new big box liquor store.

Coles launches new retail liquor brand

By Deborah Jackson, editor National Liquor News

The Coles Liquor Group has quietly opened a new addition to its stable of retail liquor brands last week with its first Liquor Market store in Victoria.

The 1000sqm store located in Ringwood, VIC, is said to offer the 'best prices on a range of hand-selected wines, beers and spirits'.

The new retail liqor brand joins Coles' existing brands, Liquorland and First Choice. According to a post on LinkedIn, Liquor Market sits closer to the First Choice model.

The Liquor Market website says that the new brand has a focus on low costs and customer education, with the tagline 'low cost & so much more'.

The Ringwood store will hold weekly masterclasses and tasting events in-store, kicking off with a Ciroc Vodka Cocktail Masterclass, a Brown Brothers Masterclass and a Penfolds New Release Tasting this week.

The website says: "At Liquor Market we are passionate about what we do and we love to share our knowledge about the amazing drinks we sell. We pride ourselves on giving our customers the opportunity to get to know the producers, distillers and brewers that make the drinks you love. We keep it simple and we keep our costs low, so you pay less. We are your local Liquor Market. Low cost and so much more."

Coles has been contacted for comment.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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