Liquorland is an Australian liquor chain owned by Wesfarmers. Liquorland is one of three brands within Wesfarmers' Coles division., along with fine-wine focussed Vintage Cellars and the larger discount format First Choice Liquor. The chain comprises 629 stores as at December 2010.
Most Liquorland outlets are adjacent to or within Coles Supermarkets, except in Queensland, where legislation disallows this practice. In order to maintain a presence, Liquorland operates the Spirit Hotel chain in Queensland, comprising 95 hotels as at December 2010.
Liquorland Express – drive-through and compact Liquorland stores
Liquorland Direct – Liquorland's online and mail/phone order business
Spirit Hotel Group – operates hotels predominantly in Queensland, also some in Western Australia, South Australia and New South Wales
Steamrail Brewing Company
In January 2013 Coles released a range of beers under the brand Steamrail Brewing Company. The beers, 'Ghost of Eyre' Pale ale, 'Gold Digger' Golden Ale and 'Lucky Amber' Amber Ale, were stocked in First Choice Liquor and Liquorland outlets. All the bottles bear the company name, Steamrail Brewing, and the address of the Coles Supermarkets' headquarters - 800 Toorak Road, East Victoria. Intellectual Property Australia records show that the owner of the trademark is Liquorland and the application for the Steamrail trademark was lodged on 11 October 2012. The Steamrail Brewing Company range is brewed at the Asahi plant in Laverton, Victoria.