Liquorland introduced an official Price Match Promise in 2025 – and if you’ve seen older information saying otherwise, that’s why: the policy is genuinely new, tied to a major brand shake-up. Coles Group has been folding First Choice Liquor Market and Vintage Cellars into the Liquorland banner, and the Price Match Promise came out of that consolidation. Here’s exactly how it works, and where the gaps are.
- Price match offered: Yes – launched 2025, “Price Match Promise”
- Match or beat: Match only, not beat
- In-store: Yes
- Online: No – in-store only
- Competitor radius: Same state, within 10km
- Key exclusion: Tobacco, bundle deals, liquidation/clearance stock
Why This Policy Is So New (And Why People Are Confused)
If you’ve searched this before and found conflicting answers, you’re not imagining it. Liquorland genuinely didn’t have a price match policy for most of its history. Its sibling brand First Choice Liquor Market was the one known for aggressive price guarantees. In 2025, Coles Group began rebranding First Choice Liquor Market and Vintage Cellars stores under the Liquorland name, and the Price Match Promise followed as part of that transition. A lot of pages still online describe the old, no-policy Liquorland (worth knowing you’re not going crazy if you’ve seen both answers).
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Claim $30 Bonus →How Liquorland’s Price Match Actually Works
Liquorland will match the price of an identical, in-stock item from a competitor in the same state, provided that competitor is within roughly 10km of the Liquorland store you’re shopping at. The item needs to be in stock at the competitor’s advertised price on the day you’re asking for the match – it’s a manual, ask-at-the-counter process, similar to how Bunnings handles it, rather than an automatic online price-check tool.
What’s excluded: tobacco products, competitor bundle offers, liquidation sales, and clearance-priced stock don’t qualify. The policy is also in-store only – it doesn’t apply to online orders or Click & Collect pricing.
Liquorland vs Dan Murphy’s: Which Should You Use?
| Liquorland | Dan Murphy’s | |
|---|---|---|
| Match or beat | Match only | Beats the price |
| Online price matching | No | Yes |
| Radius restriction | Same state, 10km | 10km in-store, no limit online |
| Loyalty program | Flybuys | My Dan’s (4.7M+ members) |
| Policy age | New — launched 2025 | Long-standing, decades old |
If you want the strongest guarantee available in Australian liquor retail, Dan Murphy’s remains the more powerful option – it beats rather than matches, and covers online orders too. Liquorland’s policy is real and useful, but newer and narrower in scope.
Making the Most of Liquorland Without a Match
Link Flybuys before you shop. Liquorland runs regular bonus Flybuys point events that can meaningfully lower your effective price on lines you buy often. Points typically appear within 4 weeks of your purchase.
Buy by the case or carton. Liquorland’s weekly specials catalogue is where the real savings tend to live. Multi-buy wine deals and carton pricing on mainstream beer are usually more competitive than single-bottle shelf prices.
Use free Click & Collect. Order online and collect within 30 minutes during store hours – skips delivery fees entirely while still giving you access to online-exclusive pricing.
More Price Match Guides
We also cover these retailers. See our full price match guides hub for every retailer we cover.
Frequently Asked Questions
Does Liquorland price match?
Yes. Liquorland introduced an official Price Match Promise in 2025, as part of Coles Group folding First Choice Liquor Market and Vintage Cellars into the Liquorland brand. It’s in-store only and matches (rather than beats) a competitor’s price within the same state and roughly 10km.
Why did I read that Liquorland doesn’t price match?
The policy is genuinely new – launched in 2025. A lot of older content online still reflects the previous state of affairs, before the Price Match Promise existed.
Does Liquorland price match online orders?
No. The Price Match Promise applies to in-store purchases only. If you want a price match that also covers online orders, Dan Murphy’s Lowest Liquor Price Guarantee is the better option.
Will Liquorland beat a competitor’s price, or just match it?
Just match. Unlike Dan Murphy’s, which beats a competitor’s price, Liquorland’s policy matches the competitor’s price exactly – you’ll pay the same as you would at the competitor, not less.
What happened to First Choice Liquor Market’s price guarantee?
First Choice Liquor Market previously had its own price guarantee before Coles Group began rebranding First Choice and Vintage Cellars stores under the Liquorland name in 2025. Liquorland’s new Price Match Promise effectively replaces it.
What proof do I need to get a Liquorland price match?
Bring a printed catalogue, a screenshot of the competitor’s current advertised price, or otherwise show the item, price and stock availability at a competitor within 10km. Staff may verify the price themselves before applying the match.
Does Liquorland price match Dan Murphy’s?
In principle yes, provided a Dan Murphy’s store is within 10km and the item is identical and in stock at the advertised price. The policy doesn’t name-exclude any specific competitor, but the usual conditions (same state, in-store only, no clearance stock) still apply.
Michael is a contributor to The Champagne Mile – Deals. No fancy credentials – just a genuine obsession with finding ways to travel better for less, and sharing those finds with anyone who’ll listen. Michael figures there are plenty of other Australians who’d rather spend five seconds clicking a link than five hours searching for a working code. When he’s not buried in promo codes, Michael is probably planning his next trip overseas or dirtbike adventure.