Coles Liquor has announced changes to its store structure and leadership team, following input from suppliers, staff, and customers.

Most notably, the changes involve the introduction of a Buy by Category, Sell by Banner strategy, a Coles Liquor spokesperson told National Liquor News.

“The changes create greater simplicity in how we buy and differentiation in how we sell across Liquorland, First Choice Liquor Market and Vintage Cellars. They are designed to build on the category model that has served us well with our suppliers and customers to ensure that our growth continues into the future,” said the spokesperson.

This new strategy comes with a number of changes on the executive level, with Michael Bornholdt entering the role of Head of First Choice Liquor Market and Carmen Fellows becoming Head of Vintage Cellars on 16 October. The new Head of Liquorland is yet to be announced.

These executive changes will support the creation of individual teams for each banner, which will in turn drive distinction between each of the three banners.

In addition, Ed Scully will step down from his current role of BCM of Vintage Cellars. Scully will assist in the transition period in the role of Acting Head of Commercial Growth Strategy and Enablement.

Coles Liquor explained that the Differentiate and Grow strategy has already seen success, with recognition from the APAC Biggest Brand Movers, Canstar Blue’s latest liquor retailer ratings, and the 2023 National Retail Awards.

“The recent changes that have been implemented will enable us to deliver our vision to be a simpler, more accessible and locally relevant drinks specialist,” the spokesperson concluded.

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