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1st Choice Liquor Superstore

Company name1st Choice Liquor Superstore
Company typeSubsidiary
SloganGood times start at 1st Choice
IndustryRetail
Founded2005
HeadquartersTooronga, Victoria
ParentWesfarmers, formerly Coles Group

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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.

1st Choice Liquor Superstores grew out of the former Quaffers brand, and sits alongside Liquorland and Vintage Cellars, Wesfarmers' other liquor brands. The first store was opened in May 2005 at Tooronga Village Shopping Centre in Melbourne. Expansion of the chain was assisted with then owner Coles Group purchasing the Queensland-based Hedley Hotel Group and Mr Corks chain in 2006. The chain comprised 76 stores as of December 2010.

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Liquor giant gets fizzing - Bundaberg NewsMail Tweet this news
Bundaberg NewsMail--The -liquor superstore- will challenge the Coles-owned -1st Choice-, which opened on a site next to the Old Bundy Tavern in June last year. ... - Date : Wed, 05 May 2010 16:24:22 GMT+00:00

Wesfarmers Limited

Food, Liquor and ConvenienceColes Supermarkets * BI-LO Supermarkets * Coles Express * Liquorland * Vintage Cellars * Pick 'n Pay Hypermarket * Coles Central * 1st Choice Liquor Superstore * Pharmacy Direct
Home Improvement and Office SuppliesBunnings * Officeworks * Harris Technology * Officeworks Business * Houseworks * WA Salvage (no longer operating)
Chemicals and Fertilizers
CoalCurragh Mine, QLD * Bengalla Coal Mine, NSW * Premier Coal, WA
InsuranceWesfarmers Federation Insurance * Lumley General Insurance
Industrial and SafetyBlackwoods
EnergyKleenheat Gas
Stand-alone retailKmart * Target
Other businessesWespine Industries
RelatedFlyBuys



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