Coles Liquor has confirmed that it is trialing a new liquor retailer with the first Liquor Market store opening at Ringwood. The banner aims to offer consumers market-leading prices on wine, beer, and spirits by using a low-cost operating model. It’s website reads: “We buy in bulk so you pay less.”

The company will use the Ringwood store as a test to decide whether the Liquor Market model should be rolled out elsewhere in the country.

Coles Liquor Director, Greg Davis, said: “We are trialing a new concept store at Ringwood as part of the ongoing turnaround of the Coles Liquor business, and we really want to know what customers think before deciding whether to roll it out further.

“We’ve collected a huge amount of customer research to develop this new offer. Customers have told us what they want from a liquor retailer, and what the market is not currently offering them.”

Dan Murphy’s currently leads on its lowest price guarantee. Liquor Market could now rival that with gold medal winning wines retailing for under $20 and wines rated over 90 points for less than $15. The banner will also be showing daily specials. Currently, the Ringwood store is offering 20 per cent of French Champagne storewide and 20

The banner will also be showing daily specials. Currently, the Ringwood store is offering 20 per cent off French Champagne storewide and 20 per cent off all international beer.

Davis added, “We’ve focused on delivering a hand selected, unique and interesting range in Liquor Market that offers customers the products they really want, without the need to pay top dollar.

“We’ve also worked on the store layout to make it easier for customers to find the products they want – single malt whiskies are organised not by brand, but by our own ‘flavour map’ to help you sort a fruity and spicy Hellyers Road from a full-bodied and smoky Lagavulin.”

Liquor Market will also host regular masterclasses by team members and supplier. The store already has two masterclasses with Ciroc Vodka and Brown Brothers and a free tasting with Penfolds lined up for the next week.

“These products have fantastic stories behind them which we want to share with customers to make it easier to drink the very best, for less,” Greg concluded.

Liquor Market at Ringwood is located at Ringwood Square Shopping Centre, 59-65 Maroonda Highway, Ringwood.