Coles Group (ASX:COL) will rebrand all its liquor stores under the Liquorland brand name to competitively price itself against the likes of Endeavour Group's (ASX:EDV) Dan Murphy's, the Australian reported on Wednesday citing Coles Liquor Chief Executive Michael Courtney.
The move will end the existing retail brands of Vintage Cellars and First Choice and will combine the company's two existing loyalty programs into one, according to the report.
From April, all of the company's liquor stores will be unified under three brand names, Liquorland, Liquorland Cellars, and Liquorland Warehouse, a move that is expected to increase footprint by 25%, with many stores located close to the company's supermarkets, the report added.
The company's shares rose 1% in recent Wednesday trade.
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