Coles launches bid to wrangle market share from Dan Murphy’s, with Liquor Market in Ringwood

A new liquor store in Melbourne’s east positioned as a low-cost, cut-price store has been dubbed the ‘Bunnings’ of the booze market. 

Liquor Market in Ringwood has been touted as a trial store for Coles, with stock being sold on the pallets.

Marketing expert Barry Urquhart said it was a strategic move by Coles to wrestle some of the market share from the Woolworths owned Dan Murphy’s although liquor has become increasingly competitive for some time. 

‘Grog has been going down, particularly beer, for about the last decade we’ve never had it better in Australia as a comparative price,’ he said.

‘It’s all about price discounting, consumers today aren’t loyal with brands, they’re waiting for bargains.

‘There’s a three week cycle on the better recognised brands of beer, and wine.’

Click PLAY to hear Marketing Focus Managing Director Barry Urquhart on 3AW Mornings: