first choice liquor
- Company typePrivate
- Founded-
- HeadquartersCockburn Central, Australia
- Headcount—
- GTM typeB2C
- OfferingServices
What first choice liquor does
First Choice Liquor is a national Australian off-premise alcohol retailer operating as a brand under Liquorland (Australia) Pty Ltd, itself a subsidiary of Coles Group. The business sells wine, beer, cider, spirits, premix beverages, and gift/occasion products through both a physical retail store network covering all eight Australian states and territories and a full e-commerce platform at liquorland.com.au. The core technology stack is a standard e-commerce site with integrated store locator, online ordering, Click & Collect orchestration (free 30-minute pickup), and tiered delivery logistics (free standard delivery over $149 and free 60-minute express delivery over $99).
The business operates a direct-to-consumer model with a wide price band — wine from $8 to $65, beer slabs from $52 to $86, and spirits from $47 to $420 — enabling coverage of both budget and premium shopper segments. The product mix spans Spirits (whiskey, bourbon, cognac, vodka, liqueurs), Beer & Cider, Wine (red, white, rosé, sparkling, champagne), Premix ready-to-drink beverages, Cellars storage accessories, and Gifts & Occasions bundles. Customer acquisition is driven by an active promotional cadence (multi-buy specials, 10% volume discounts, sitewide percentage-off codes, and a $10 new-subscriber incentive) and retention is anchored to the Flybuys coalition loyalty program (1 point per $1 spent) shared with Coles supermarkets.
The brand sits within Coles Group's multi-banner liquor portfolio alongside Liquorland (mass-market), Vintage Cellars (premium), and Coles Online, enabling tiered positioning across price-sensitive, mainstream, and premium Australian adult (18+) consumers. Marketing is conducted through digital catalogue distribution, email, Facebook, and Instagram. The company holds Liquor Store Licence 6030003111 and complies with state-level alcohol retail regulation including third-party accredited age verification for online orders.
first choice liquor firmographics
Firmographics- Name
- first choice liquor
- Legal name
- Liquorland (Australia) Pty Ltd
- Website
- https://firstchoiceliquor.com.au
- Company type
- Private
- Operating status
- Operating
- Ownership category
- akta.pro rank
first choice liquor industry classification
Industry- Product category
- Alcohol Retail
- NAICS
- Beer, Wine, and Liquor Retailers (4453)
- akta.pro primary industry
- Liquor Stores (General Off-Premise) (CRANAAAA)
- akta.pro secondary industries
- Online Alcohol Retail & Ship-to-Consumer (CRANAAAG), Alcohol Delivery & On-Demand Off-Premise (CRANAAAF), Mixed Alcohol Specialty Retail (Beer/Wine/Spirits Combined) (CRANABAH)
Keywords
Where first choice liquor is headquartered
LocationHeadquarters
- HQ city
- Cockburn Central
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
first choice liquor business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Retail Alcohol Sales: Direct retail sales of beer, wine, spirits, ciders, and premix beverages to consumers through physical stores and online platform. Revenue generated from product margins with various promotional mechanisms including multi-buy discounts and percentage-off specials.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with volume discounts |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
first choice liquor product offering
Product offeringCore offering
First Choice Liquor retails wine, beer, cider, spirits, and premix alcoholic beverages to Australian consumers of legal drinking age through a national chain of physical liquor stores and the liquorland.com.au e-commerce platform. Fulfillment options include in-store purchase, free 30-minute Click & Collect, free standard delivery on orders over $149, and free 60-minute express delivery on orders over $99. Customers participate in the Flybuys loyalty program at 1 point per $1 spent.
Product overview
First Choice Liquor is an online alcohol retail platform offering a comprehensive range of alcoholic beverages and related services. The core product offering spans multiple categories including Spirits (whiskey, bourbon, cognac, vodka, liqueurs), Beer & Cider, Wine (red, white, rosé, sparkling, champagne), Premix (ready-to-drink beverages), Cellars (wine storage products), and Gifts & Occasions. The platform operates with a multi-channel service model combining e-commerce with physical store pickup (Click & Collect) and delivery services. Customers can shop by category, access promotional offers, and participate in loyalty programs through the website and mobile interface.
Differentiator
Problem solved
Functional benefit
Products and services
- Spirits Category of alcoholic beverages including whiskey, bourbon, cognac, vodka, and liqueurs, sold retail to Australian adult consumers (18+).
- Beer & Cider
- Wine
- Premix
- Cellars
- Gifts & Occasions
- Click & Collect
- Home Delivery
Companies that use first choice liquor
Customer profileSegments1 record
Ideal customer profiles1 record
first choice liquor technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
first choice liquor partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- FlybuyscoreFlybuys is the loyalty rewards program integrated with Liquorland. Customers earn 1 point for every $1 spent at Liquorland. Flybuys is a coalition loyalty program shared with Coles and other participating retailers, enhancing customer retention and cross-retailer engagement.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
first choice liquor competitors and assessment
Company assessmentDirect peers
- BWS (Beer, Wine, Spirits): Woolworths Group-owned value-banner liquor chain targeting everyday shoppers with convenient small-format locations. Directly competes with First Choice Liquor Market for price-led, high-frequency basket occasions in suburban and metro catchments.
- Dan Murphy's: Woolworths Group-owned off-premise liquor chain and Australia's largest liquor retailer. Most direct head-to-head competitor to First Choice Liquor, operating a similar national store footprint plus an aggressive e-commerce and delivery platform, with comparable assortment depth and pricing intensity.
- Cellarbrations: Independent-banner liquor retail group with stores across Australia. Comparable as an off-premise liquor chain competing for suburban and regional share, though operating without the grocery-conglomerate scale advantage of Coles or Woolworths.
- Vintage Cellars: Sister brand under Coles Liquor Group (alongside Liquorland and First Choice Liquor Market). Targets premium wine and spirits occasions; comparable because it shares parent ownership, supply chain, and customer base, segmenting the same wallet across banners.
- Liquorland: Coles Liquor Group's mass-market banner and the operating umbrella for First Choice Liquor Market. Essentially the same digital storefront and parent group, with overlapping assortment, promotions, and fulfillment infrastructure.
- Aldi Liquor: Discount-led liquor offering operated by Aldi across Australia as part of its Special Buys and core range. Competes head-to-head with First Choice on price-led beer and value wine, leveraging Aldi's grocery foot traffic.
Emerging players
- Jimmy Brings: Australian rapid on-demand alcohol delivery specialist (owned by Endeavour Group). Direct competition on convenience and rapid delivery in metro catchments, though without First Choice's national physical store footprint.
- Tipple: Australian alcohol delivery platform offering scheduled and on-demand delivery across major cities. Comparable as an online-only competitor targeting the same e-commerce occasion, though lacking the omnichannel store infrastructure of First Choice.
- IGA Liquor: Independent-supermarket-affiliated liquor banner in Australia. Comparable as an off-premise liquor retailer attached to a grocery network, but smaller and more fragmented than Coles/Woolworths liquor divisions.
Broad incumbents
- Endeavour Group (BWS + Dan Murphy's + hotels): Woolworths-spin-off alcohol and hospitality group that owns Dan Murphy's and BWS plus a hotel portfolio. Comparable as the broader incumbent competing across the same retail alcohol category, with overlapping scale, range, and digital capabilities.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
first choice liquor social profiles
Digital presencefirst choice liquor financial estimates
Financial estimateRevenue estimate
Valuation estimate
first choice liquor leadership team
Management profileNumber of profiles
first choice liquor funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
first choice liquor M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about first choice liquor
What does first choice liquor do?
First Choice Liquor retails wine, beer, cider, spirits, and premix alcoholic beverages to Australian consumers of legal drinking age through a national chain of physical liquor stores and the liquorland.com.au e-commerce platform. Fulfillment options include in-store purchase, free 30-minute Click & Collect, free standard delivery on orders over $149, and free 60-minute express delivery on orders over $99. Customers participate in the Flybuys loyalty program at 1 point per $1 spent.
Is first choice liquor a public or private company?
first choice liquor is a private company. It is classified as corporate owned and is currently operating.
When was first choice liquor founded?
first choice liquor was founded in -1.
Where is first choice liquor based?
first choice liquor is headquartered in Cockburn Central, Australia, in the Oceania region.
How does first choice liquor make money?
One revenue line is on record: retail Alcohol Sales.
Who are first choice liquor's main competitors?
Direct peers on record are BWS (Beer, Wine, Spirits), Dan Murphy's, Cellarbrations, Vintage Cellars, Liquorland and Aldi Liquor. Emerging players are Jimmy Brings, Tipple and IGA Liquor. Endeavour Group (BWS + Dan Murphy's + hotels) is listed as a broad incumbent.
Does first choice liquor have an API?
No public API is recorded for first choice liquor.
What industry is first choice liquor in?
first choice liquor's product category is Alcohol Retail. Its primary akta.pro industry code is CRANAAAA, Liquor Stores (General Off-Premise), with a secondary code of CRANAAAG, Online Alcohol Retail & Ship-to-Consumer. Its NAICS code is 4453.