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1st Choice Liquor Superstore

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Title: 1st Choice Liquor Superstore  
Author: World Heritage Encyclopedia
Language: English
Subject: Flybuys (Australia), Oxley, Queensland, Wesfarmers, Dan Murphy's, Liquorland, Coles Group, Vintage Cellars, Stockland Tooronga
Publisher: World Heritage Encyclopedia

1st Choice Liquor Superstore

1st Choice Liquor Superstore
Type Subsidiary
Industry Retail
Founded 2005
Headquarters Tooronga, Victoria,
Parent Wesfarmers, formerly Coles Group

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 Group and Mr Corks chain in 2006.[5] The chain comprised 76 stores as of December 2010.[6]

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