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Independently owned Liquorland was acquired, along with Vintage Cellars, by the Coles Group in 1981. With corporate headquarters located in Greenacre, New South Wales, Liquorland is known as a thriving Australian liquor chain brand with approximately 730 stores spread across all of Australia.
The majority of Liquorland outlets are either situated next to, or inside, Coles Supermarkets, with the exception of Queensland, where government legislation prohibits this practice from occurring.
So as to maintain a presence alongside Coles Supermarkets in Queensland, Liquorland created and manages the Spirit Hotel Group chain, which comprises upwards of 90 hotels located nearby to Coles Supermarkets.
Liquorland has three sub-divisions, all providing liquor for different consumer channels:
• Liquorland Express: which is the drive through channel, along with smaller Liquorland store outlets.
• Liquorland Direct: which is the online ordering and delivery channel, along with mail and phone orders.
• Spirit Hotel Group: which is a smaller group of hotels that primarily operate in Queensland, alongside a minor presence in New South Wales, South Australia, and Western Australia.
Liquorland is regarded as a middle-of-the-range alcohol store that offers reasonable prices compared to their competitors, while stocking the occasional up-market brands at reasonable prices. As they are situated next to Coles Supermarkets, Liquorland's core trading mainly comprises food shoppers who desire an alcoholic beverage to accompany dinner meals.
Their Internet online channel is more than competitive, and their association with the Coles FlyBuys promotional awards system is immensely popular with their customers - add the weekly specials and different promotional offers, the online sales channel has proved highly successful during the pandemic lockdown periods.