Canstar Blue has named First Choice Liquor Market as its Best Liquor Retailer Brand for the second year in a row, with the store outperforming the market average for customer satisfaction.

First Choice Liquor Market competed against Dan Murphy’s, Aldi, Liquorland, BWS, Cellarbrations, and the Bottle-O in the awards, and was the only store of the seven to receive five stars for checkout experience, store layout and presentation, deals and specials, and overall satisfaction. Both Dan Murphy’s and First Choice Liquor Market received five stars for customer service, and Aldi was the only store to receive five stars for value for money.

Sarah Wilson, Head of Brand, Coles Liquor, said that the win was thanks to the dedication of First Choice Liquor Market staff.

“To be named the country’s top liquor retailer for 2024 is a tremendous honour and we couldn’t be prouder to be Australia’s first choice for the second consecutive year.

“This win would not be possible without the efforts of our team members who have clearly shown they go above and beyond to deliver exceptional experiences for our customers. Offering excellent service and great value deals has once again proven to be a winning combination,” she said.

Christine Seib, Editor-in-Chief, Canstar Blue, explained how First Choice Liquor Market delivered on key consumer expectations.

“Australians are liquor retailer loyalists, with more than 60 per cent repeatedly returning to the same store to buy the same items. Convenience and product discounts are key to keeping those loyal customers happy. An easy-to-navigate store layout is also appreciated with nine in 10 shoppers in this category choosing to buy in-store,” she said.

“In fact, First Choice Liquor Market was the only one of the major liquor store chains to receive the top mark for its special offers, the presentation of its stores and efficiency of its checkouts. That made First Choice Liquor Market a clear winner of Canstar Blue’s Most Satisfied Customers award for Liquor Retailers in 2024.”

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