First Choice Liquor

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First Choice Liquor
Industry Retail
Founded 2005
Headquarters Tooronga, Victoria,
Parent Wesfarmers, formerly Coles Group

First Choice Liquor is a group of liquor superstores in Australia owned by Wesfarmers, and competes principally with the Woolworths-owned Dan Murphy's chain.[1]

First Choice Liquor grew out of the former Quaffers brand,[2] and sits alongside Liquorland and Vintage Cellars, Wesfarmers' other liquor brands.[3] The first store was opened in May 2005 at Tooronga Village Shopping Centre in Melbourne.[4] Expansion of the chain was assisted with then owner Coles Group purchasing the Queensland-based Hedley Hotel chain and Mr Corks Liquor Group in 2006.[5] The chain comprised 76 stores as of December 2010.[6]


  1. ^ Brammall, Bruce (2005-03-28). "Guns cocked in the liquor war". Australasian Business Intelligence. Retrieved 2008-07-01. [dead link]
  2. ^ Mudgil, Varun (2005-04-14). "Coles renews liquor battle". All Business. Retrieved 2008-07-01. 
  3. ^ "Coles Liquor". Wesfarmers. Archived from the original on July 20, 2008. Retrieved 2008-07-01. 
  4. ^ "Retailer plays catch-up in battle of the booze". The Age, Melbourne. 24 May 2005. Retrieved 2008-06-04. 
  5. ^ Marx, Anthony (10 October 2006). "Coles buys Mr Corks for $51m". Courier Mail, Brisbane. Retrieved 2008-06-04. 
  6. ^ "Second Quarter Retail Sales Results". Wesfarmers Limited. 31 January 2011. Retrieved 31 January 2011. 

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