Inside the Liquorland of the future: New stores will have much more space, sell craft beers and local wine and replace the hideous red and yellow colour scheme
- Liquorland set to under major revamp of its tired red and yellow branding in bid to attract upmarket shoppers
- The Coles bottle shop chain has set up a concept store at the Oakleigh Central Shopping Centre in Melbourne
- If the new black and white look is deemed a success the concept it will rolled out nationwide at its 743 stores
Advertisement
Liquorland is set to undergo a major revamp of its tired red and yellow branding.
The Coles liquor chain is trailing the new look a concept store in Oakleigh Central Shopping Centre in Melbourne’s southeast, in the hopes of attracting more upmarket shoppers.
If the pilot scheme is successful, the makeover is expected to be rolled out at its 743 bottle shops nationwide.
The Coles-owned bottleshop chain Liquorland has opened a new concept store (pictured) in Oakleigh Central Shopping Centre in Melbourne’s southeast
If the trial scheme is deemed a success, Liquorland will undergo a major revamp of it’s tired red and yellow branding nationwide
Liquorland has opted for a more elegant black and white look at the concept store to attract more upmarket shoppers
The changes come as Coles released it’s full-year profit report on Tuesday, with sales bolstered by coronavirus-induced panic buyers.
The supermarket giant’s net profit surged 4.7 per cent to $1.76billion in the 2020 financial year.
But despite the strong results, its liquor business is struggling to keep up with Woolworths discount chain Dan Murphy’s and Aldi’s rock-bottom import prices.
Rather than compete head on with their rivals, Liquorland is going for a more upmarket approach emphasising local wine producers and premium craft beer brewers.
Coles liquor business has been struggling to keep up with Woolworths discount chain Dan Murphy’s and Aldi’s rock-bottom import prices
Rather than compete head on with their rivals, Liquorland is going for a more upmarket approach emphasising local wine producers and premium craft beer brewers
In Oakleigh, the store’s iconic but very dated red and yellow colour scheme has been replaced with a more elegant black and white ‘topography’.
Coles told Daily Mail Australia in a statement that to give the store fresher feel there is also a more spacious layout with clearer pricing and signage.
‘The store format focuses on simplified signage and seamless navigation to demonstrate specialist credentials (whisky, rum) and help customers find what they are looking for under ‘Wine region’, ‘Beer district’ and ‘Spirits trail’,’ Coles said.
‘Depending on customer feedback, we will trial in a number of additional locations to further refine the concept.’
The man behind the new-look image is recently appointed Coles Liquor chief executive Darren Blackhurst, who joined Coles in January after serving almost two decades with UK supermarket empire Tesco.
He also heads up Coles other alcohol chains First Choice Liquor Market with 61 stores, First Choice Liquor with 34 stores and Vintage Cellars with 85 stores.
Coles told Daily Mail Australia that to give the new store a fresher feel there is a more spacious layout with clearer pricing and signage
The man behind the new-look image is recently appointed Coles Liquor chief executive Darren Blackhurst, who joined Coles in January after serving almost two decades with UK supermarket empire Tesco