1st Choice Liquor Superstore

Infobox_Company
name = 1st Choice Liquor Superstore

type = Subsidiary
slogan = Good times start at 1st Choice

foundation = 2005
location_city = Tooronga, Victoria
location_country =
AUS
key_people Freestanding Liquor
num_employees =
industry = Retail
revenue =
parent = Wesfarmers, formerly Coles Group
homepage = 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. [cite web|title=Guns cocked in the liquor war|url=http://findarticles.com/p/articles/mi_hb4692/is_200503/ai_n17781837|publisher=Australasian Business Intelligence|date=2005-03-28|last=Brammall|first=Bruce|accessdate=2008-07-01]

1st Choice Liquor Superstores grew out of the former Quaffers brand, [cite web|url=http://www.allbusiness.com/retail/retailers-food-beverage-stores-beer-wine-liquor/9859505-1.html|title=Coles renews liquor battle|last=Mudgil|first=Varun|date=2005-04-14|accessdate=2008-07-01|publisher=All Business] and sits alongside Liquorland and Vintage Cellars, Wesfarmers' other liquor brands. [cite web|title=Coles Liquor|publisher=Wesfarmers|accessdate=2008-07-01|url=http://www.wesfarmers.com.au/default.aspx?MenuID=273] The first store was opened in May 2005 at Tooronga Village Shopping Centre in Melbourne. [cite web|publisher=The Age, Melbourne|date=24 May 2005|title=Retailer plays catch-up in battle of the booze|accessdate=2008-06-04|url= http://www.theage.com.au/news/Business/Retailer-plays-catchup-in-battle-of-the-booze/2005/05/23/1116700653213.html] Expansion of the chain was assisted with then owner Coles Group purchasing the Queensland-based Hedley Hotel Group and Mr Corks chain in 2006. [cite web|publisher=Courier Mail, Brisbane|url=http://www.news.com.au/couriermail/story/0,23739,20556286-3122,00.html|title=Coles buys Mr Corks for $51m|date=10 October 2006|accessdate=2008-06-04]

References