1st Choice Liquor Superstore
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| Subsidiary | |
| Industry | Retail |
| Founded | 2005 |
| Headquarters | Tooronga, Victoria, Australia |
| Parent | Wesfarmers, formerly Coles Group |
| Slogan | Good times start at 1st Choice |
| Website | www.1stchoice.com.au |
1st Choice Liquor Superstore is a group of liquor superstores in Australia owned by Wesfarmers, and competes principally with the Woolworths-owned Dan Murphy's chain.[1]
1st Choice Liquor Superstores 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]
References
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