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.<\/p>\n\n\n\n
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).<\/p>\n\n\n\n
Liquorland will match the price of an identical, in-stock item from a competitor in the same state<\/strong>, provided that competitor is within roughly 10km<\/strong> 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<\/a> handles it, rather than an automatic online price-check tool.<\/p>\n\n\n\n What’s excluded:<\/strong> 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.<\/p>\n\n\n\n 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.<\/p>\n\n\n\n Link Flybuys before you shop.<\/strong> 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.<\/p>\n\n\n\n Buy by the case or carton.<\/strong> 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.<\/p>\n\n\n\n Use free Click & Collect.<\/strong> Order online and collect within 30 minutes during store hours – skips delivery fees entirely while still giving you access to online-exclusive pricing.<\/p>\n\n\n\n\n\nLiquorland vs Dan Murphy’s: Which Should You Use?<\/h2>\n\n\n\n
<\/th> Liquorland<\/th> Dan Murphy’s<\/th><\/tr><\/thead> Match or beat<\/td> Match only<\/td> Beats the price<\/td><\/tr> Online price matching<\/td> No<\/td> Yes<\/td><\/tr> Radius restriction<\/td> Same state, 10km<\/td> 10km in-store, no limit online<\/td><\/tr> Loyalty program<\/td> Flybuys<\/td> My Dan’s (4.7M+ members)<\/td><\/tr> Policy age<\/td> New \u2014 launched 2025<\/td> Long-standing, decades old<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n Making the Most of Liquorland Without a Match<\/h2>\n\n\n\n