Coles 360 expands to Coles Liquor Group
Coles has expanded its retail media business Coles 360 to its liquor portfolio, making it the only retail media network offering a food and drink proposition in Australia.
Coles Liquor supplier brands – Liquorland, Vintage Cellars and First Choice Liquor Market – will now be able to connect with their customers across the growing omni-channel network.
“We are excited to work with the Coles Liquor Group suppliers to help them connect with their customers in new ways and extend their reach to Coles supermarket customers by leveraging our extensive existing retail media network,” said Paul Brooks, general manager of Coles 360.
Paul Brooks from Coles 360 and Mia Lloyd from Coles Liquor
Coles 360 plans to connect with food and drink suppliers to develop joint media plans based on similar audiences and objectives, and this is where Brooks said is where the real opportunity lies.
“We have oversight of brands objectives so can help facilitate powerful partnerships that benefit both brands,” he added.
Further, Coles Liquor suppliers will be able to unlock insights into campaign effectiveness never before seen.
“We will also be able to demonstrate incrementality and provide insights into campaign effectiveness through our new measurement capability, Coles 360Impact, which I know Liquor suppliers will greatly benefit from,” Brooks continued.
Coles 360 is already seeing suppliers leverage its network, having worked with Lion on the launch campaign for the James Squire Limited Edition XPA.
Lion’s Chloe Gibson, customer director – Coles, field and ecomm, said: “It was fantastic partnering with the Coles 360 team to create a groundbreaking activation plan to celebrate the James Squire partnership with MasterChef.
“With more than 7,000 cases already sold, this launch sets a new industry standard, showcasing the power of an integrated activation plan in bringing our product to life both in-store and beyond.”
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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