By James Atkinson

It will be easier for small suppliers to get a foot in the door at Vintage Cellars following a recent restructure of the Coles Liquor business, according to general manager of operations, Thinus Keeve.

At the Wine Industry Outlook Conference in Adelaide this week, Keeve said the ongoing transformation of Coles Liquor has renewed the focus on the retailers’ key brands, Liquorland, Vintage Cellars and First Choice.

He said the new regime clearly differentiates Vintage Cellars as a channel suited to “small winegrowers or small producers”.

“We’ve just recently restructured our business so that we have an opportunity to partner with these smaller suppliers to get these smaller brands in… we see that avenue as our Vintage Cellars brand,” he said.

“That will take time obviously… but in the near future you’ll see that that opportunity is there to come and have a conversation with us.”

The Shout Team

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