What Vintage Cellars does

Vintage Cellars is an Australian direct-to-consumer liquor retail brand operated by Liquorland (Australia) Pty Ltd (ABN 82 007 512 414), a wholly-owned subsidiary of Coles Group. The brand sells beer, wine, spirits, ciders, and premix/canned cocktails to adult consumers aged 18+ through an online storefront with nationwide fulfillment, including free 30-minute click-and-collect, free 60-minute express delivery on orders over $99, and free standard delivery on orders over $149. The technology stack is a standard e-commerce platform: product catalog browsing, account management, age verification via a third-party accredited identity service provider, and integration with the Flybuys loyalty program (1 point per $1 spent). No proprietary technology, AI features, or SDK offerings are disclosed.

The business model is pure B2C unit retail. Pricing is per-bottle/can (ranging approximately $10 to $104), with frequent promotional mechanics including sitewide discount codes (e.g., SAVE10 for 10% off), multi-buy specials (2-for-$20 wine mix-and-match), and limited-edition product drops. The customer segment is horizontal — individual adult consumers purchasing for at-home consumption or gifting — with no enterprise, wholesale, or B2B accounts disclosed. Marketing is multi-channel: website promotions, email/digital catalogue, Facebook and Instagram organic social, and Flybuys-driven retention. New-subscriber incentives ($10 off a $100+ first order) drive list growth.

Vintage Cellars operates as one of four storefronts within the Coles Liquor Group, alongside Liquorland, First Choice Liquor Market, and Coles Online. The parent group provides shared corporate services, regulatory compliance infrastructure (responsible service of alcohol across TAS, VIC, NSW, ACT, WA, SA, and QLD), DrinkWise-affiliated responsible-drinking branding, and cross-brand customer acquisition. Headcount is reported at 501–1,000 employees across the operating entity. Geographic reach is domestic Australia only.

Name

Vintage Cellars

Legal name

Liquorland (Australia) Pty Ltd ABN 82 007 512 414

Website

https://vintagecellars.com.au

Company type

Private

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Vintage Cellars is an Australian online liquor retail brand selling beer, wine, spirits, ciders, and premix drinks to adult consumers nationwide. It operates as a brand within Coles Liquor Group (Coles Group subsidiary), offering click-and-collect, express delivery, and Flybuys loyalty rewards.

Ownership category

akta.pro rank

Product category

Liquor Retail

NAICS

Beer, Wine, and Liquor Retailers (4453)

akta.pro primary industry

Liquor Stores (Off-Premise Spirits Retail) (CRANABAA)

Keywords

• Liquor retail
• Wine retail
• Online alcohol sales
• Click and collect
• Beer spirits cider

Headquarters

HQ city

Hawthorn

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Alcohol Sales: Direct-to-consumer sales of alcoholic beverages including beer, wine, spirits, ciders, and premix products through online storefront with delivery and click-and-collect options.

Pricing tiers

Distribution channels1 record

Marketing channels4 records

Core offering

Vintage Cellars is an Australian liquor retail brand operating under the Coles Liquor Group (Liquorland (Australia) Pty Ltd). It sells beer, wine, spirits, ciders, and premix/canned cocktails directly to adult consumers through an online storefront with home delivery and free 30-minute click-and-collect fulfillment across Australian states and territories.

Product overview

Vintage Cellars is a liquor retail brand operating under the Coles Liquor Group alongside Liquorland, First Choice Liquor Market, and Coles Online. Based on the source data from the Coles Liquor Group website (Liquorland), the group offers alcohol products including spirits, wine, beer and cider, and premix/canned cocktails. No specific product portfolio, modules, or named offerings for Vintage Cellars are detailed in this source data.

Differentiator

Problem solved

Functional benefit

Products and services

• Spirits Retail range of spirits including bourbon, vodka, gin, rum, whisky, and other liquor categories sold by the bottle, with pricing ranging from approximately $20 to $104 per bottle. Targeted at adult consumers 18+ for personal consumption or gifting.
• Beer & Cider Retail selection of domestic and imported beers and ciders available for online purchase with delivery or click-and-collect. Targeted at adult Australian consumers.
• Wine Wine assortment across red, white, sparkling, and rosé styles available via the online storefront, with mix-and-match multi-buy promotions (e.g., $13.50 in any 6). Targeted at adult consumers for at-home consumption or gifting.
• Premix / Canned Cocktails Ready-to-drink premixed spirits and canned cocktails sold by the unit through the online liquor storefront. Targeted at adult consumers seeking convenience formats.
• Cellars (Premium / Specialty Range) Premium and specialty wine and spirits selection presented as a dedicated "Cellars" range within the storefront for adult consumers seeking higher-end bottles.
• Gifts & Occasions Curated liquor gift sets and occasion-based bundles for adult consumers purchasing alcohol as gifts.

Quantifiable outcome

• Free 60-minute express delivery on orders over $99
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Coles GroupcoreOthersParent company of the Coles Liquor Group which includes Liquorland, First Choice Liquor Market, Vintage Cellars, and Coles Online brands. Provides corporate infrastructure, shared services, and cross-brand synergies including the Flybuys loyalty program.
• FlybuyscoreGTM or Marketing PartnerLoyalty program partnership allowing customers to collect 1 Flybuys point for every $1 spent. New subscribers to Vintage Cellars mailing list receive $10 off their next online purchase of $100 or more.

Recent moves5 records

Expansion highlights4 records

Direct peers

• Dan Murphy's: Australia's largest off-premise liquor specialist retailer, owned by Endeavour Group. Directly comparable multi-category alcohol assortment with click-and-collect and same-day delivery, competing head-to-head for the same Australian adult consumer.
• BWS (Beer, Wine, Spirits): Woolworths Group's liquor banner with national store network and growing online alcohol delivery. Direct competitor for off-premise alcohol sales across beer, wine, and spirits to the same Australian consumer base.
• Liquorland: Sister-brand under the same Liquorland (Australia) Pty Ltd entity as Vintage Cellars. Operates a value-positioned multi-category liquor storefront with click-and-collect and delivery, sharing the same parent and infrastructure.
• First Choice Liquor Market: Another sister-banner inside Coles Liquor Group targeting the Australian off-premise liquor shopper with multi-category range and omnichannel fulfilment. Directly comparable assortment and customer segment.

Regional players

• Cellarbrations: Australian independent-licensed liquor banner network offering beer, wine, and spirits through affiliated retailers with online ordering. Competes in the same off-premise category and consumer segment with a license-partner model.

Emerging players

• Aldi Liquor: Aldi's Australian liquor offering, primarily beer and wine, sold alongside its supermarket chain. Competes on price and convenience in the same off-premise category for adult Australian consumers.
• Crafty Squire: Australian craft beer specialist with online direct-to-consumer delivery. Comparable as an emerging online alcohol retailer but with a narrower (craft beer) assortment versus Vintage Cellars' broad multi-category offer.
• Vinomofo: Australian online wine specialist with flash-sale model and direct delivery. Comparable as an online-first alcohol retailer pursuing adult Australian consumers, though narrower assortment and different promotional mechanics.

Broad incumbents

• Endeavour Group: ASX-listed parent of Dan Murphy's, BWS and other liquor/hotel assets. Broad incumbent across off-premise liquor retail and on-premise venues – direct portfolio overlap with Coles Liquor Group through Dan Murphy's.
• Woolworths Group: ASX-listed parent of BWS and broader supermarket operation. A large diversified incumbent in Australian liquor retail that competes with Coles Liquor Group across multiple banners.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Liquorland
• Instagraminstagram.com/liquorlandau
• Xx.com/Vintage_Cellars

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vintage Cellars