Exclusive: Coles Liquor to be the Drinks Association’s first retail partner

The Drinks Association welcomes Coles Liquor as its first retail partner, a milestone collaboration encompassing Coles’ three iconic banners - Liquorland, First Choice Liquor Market and Vintage Cellars.

As a retail partner, Coles Liquor will gain access to the Drinks Association’s services, which are geared to enhance cross-functionality, streamline costs and generate data-driven insights leading to tangible financial advantages.

Coles Liquor will also get the chance to be an active participant in industry events and contribute to the Embrace Difference Council.

Georgia Lennon, Chief Executive Officer at the Drinks Association, said the new partnership acknowledges the importance of the retail sector for the drinks industry at large.

“Our new partnership with Coles Liquor recognises that the retail sector is an integral part of our members’ success as their suppliers are our members,” she said.

Darren Blackhurst, Chief Executive Officer at Coles Liquor, said the deal is crucial for Coles Liquor to expand its network and build relationships within the industry.

“We are excited to partner with an organisation that has been crucial in supporting the drinks industry through the provision of trusted data, information and industry development programs along with the opportunity to further strengthen relationships within the industry.

“Through this relationship with The Drinks Association, we look forward to increasing our connection with members and supporting our colleagues in the industry in the space of diversity and inclusion,” he said.

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