first choice liquor

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.

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

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

• Alcohol retail
• Wine sales
• Beer and cider
• Spirits retail
• Online liquor delivery

Headquarters

HQ city

Cockburn Central

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core 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

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

One partnership is on record.

• FlybuyscoreGTM or Marketing PartnerFlybuys 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

Direct 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

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

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 first choice liquor