First Choice Liquor champions local staff in new campaign

First Choice Liquor Market has launched a new campaign after being crowned Canstar Blue’s top liquor retailer in 2023, via Bashful.

The new ‘That’s Why We’re Your First Choice’ campaign aims to showcase the store’s extensive range, great value and expert advice.

It was developed in collaboration with indie creative agency Bashful and is the biggest campaign ever launched for the retailer, since its inception in 2005.

Coles Liquor general manager of customer & loyalty, Mia Lloyd, said that it was an honour to be recognised as the leading liquor retailer and the new campaign aims to reflect that honour.

“To be voted the country’s best liquor retailer is testament to our team members and we want to thank our customers for making us their first choice,” she said.

“We’ve worked hard to make sure we offer excellent value and expert advice, so we’re proud to be the only liquor retailer to receive five stars for overall satisfaction, customer service, checkout experience and our offer on deals and specials.”

The campaign champions First Liquor’s friendly staff and Bashful’s strategy partner Guy Marshall, said: “We wanted this campaign to hero the true stars of First Choice Liquor Market so we featured real team members such as Kim Craig from the Mango Hill First Choice Liquor Market in Queensland, and Adam Round, from the Mornington store in Victoria.”

He continued: “First Choice Liquor Market is always looking for new ways to delight and inspire customers and this campaign captures the brand’s strong offering and down-to-earth approach.”

An OOH execution for the new campaign

To celebrate the launch, First Choice Liquor Market has partnered with Southern Cross Austero’s Triple M in Queensland who will run an on-air competition and include in-store activations in Maroochydore (25th August), Cairns (2nd September), Morayfield (31st August), Runaway Bay (1st September) and Kenmore (9th September).

The ‘That’s Why We’re Your FIrst Choice’ campaign will roll out across OOH, video, digital and social media throughout the remainder of the year.


Client: First Choice Liquor Market

Creative agency: Bashful

Media agency: Smith Street

Director: Aimée-Lee Hsien

Production: The Producers

Post production: The Editors

Sound: Sonar

Photography: Jem Creswell


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