Liquorland is an Australian liquor chain, a part of the Coles Group, owned by Wesfarmers until the demerger of Coles Group from Wesfarmers on 21 November 2018.[2] Coles Supermarkets established interests with its expansion into liquor in 1981, with the acquisition of Liquorland and Vintage Cellars.[3][4] In November 2007 Wesfarmers acquired the Coles Group and as a result the separate Coles division was formed, but was again demerged on 21 November 2018. Liquorland is now one of three liquor brands within Coles Group,[5] along with the larger discount format 1st Choice Liquor and more up-market orientated Vintage Cellars. The Liquorland chain comprised 731 stores as of December 2018.[6]

Most Liquorland outlets are adjacent to or within Coles Supermarkets, except in Queensland, where legislation forbids this practice. In order to maintain a presence, Liquorland operates the Spirit Hotel chain in Queensland, which comprised 89 hotels as of April 2016.[6]


  • Liquorland Express – drive-through and compact Liquorland stores.
  • Liquorland Direct – Liquorland's online and mail/phone order business.
  • Spirit Hotel Group – operates hotels predominantly in Queensland with a smaller presence in Western Australia, South Australia and New South Wales.

Steamrail Brewing Company

In January 2013 Coles released a range of beers under the brand Steamrail Brewing Company.[7] The beers, 'Ghost of Eyre' Pale ale, 'Gold Digger' Golden Ale and 'Lucky Amber' Amber Ale, were stocked in First Choice Liquor and Liquorland outlets. All the bottles bear the company name, Steamrail Brewing, and the address of the Coles Supermarkets' headquarters - 800 Toorak Road, East Victoria.[8][9] records show that the application for the Steamrail trademark was lodged in October 2013 and that the owner of the trademark is registered as Liquorland.[10] The Steamrail Brewing Company range is brewed at the Asahi plant in Laverton, Victoria.[11]

Liquorland exclusive beer brands also include HAMMER 'N' TONGS, 3 Pub Circus and Lorry Boys.[12][13]


  1. ^ "Coles reshuffles its liquor lineup with Rudd adviser Andrew Charlton sidelined". The Sydney Morning Herald. Retrieved 13 August 2015.
  2. ^ "Our history". Retrieved 2016-10-25.
  3. ^ "Our History". Retrieved 2016-10-25.
  4. ^ "Facebook". Retrieved 2016-10-25.
  5. ^ "Coles Division". Wesfarmers. Archived from the original on 26 December 2010. Retrieved 3 January 2011.
  6. ^ a b "Third Quarter Retail Sales Results" (PDF). Wesfarmers Limited. 21 April 2016. Retrieved 21 April 2016.
  7. ^ "CHOICE asks how Aussie is our craft beer?". Consumers Federation of Australia. 28 January 2014. Retrieved 21 July 2014.
  8. ^ Atkinson, James (18 January 2013). "Coles launches Steamrail Brewing Co". The Shout. The Intermedia Group. Retrieved 21 July 2014.
  9. ^ Kirkegaard, Matt (6 February 2013). "Who is the Steamrail Brewing Company?". Retrieved 21 July 2014.
  10. ^ "Steamrail Brewing Company - 1585668". Intellectual Property Australia. Retrieved 21 July 2014.
  11. ^ "Craft Beer Sold as Local when Actually Imported Interstate". 11 May 2014. Retrieved 21 July 2014.
  12. ^ "Coles puts face to private label beer". Australian Brews News. 2015-10-23. Retrieved 2016-10-25.
  13. ^ "FREEMAN HAMMER 'N' TONGS - 1652175". Intellectual Property Australia. Retrieved 21 July 2014.

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