1st Choice Liquor Superstore is a group of liquor superstores in Australia

Australia

Australia , officially the Commonwealth of Australia, is a country in the Southern Hemisphere comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands in the Indian and Pacific Oceans. It is the world's sixth-largest country by total area...

 owned by Wesfarmers

Wesfarmers

Wesfarmers Limited is one of Australia’s largest public companies and one of Australia's largest retailers. Its headquarters are in Perth, Western Australia....

, and competes principally with the Woolworths

Woolworths Limited

Woolworths Limited is a major Australian company with extensive retail interest throughout Australia and New Zealand. It is the:* largest retail company in Australia and New Zealand by market capitalisation and sales...

-owned Dan Murphy's

Dan Murphy's

Dan Murphy's is an Australian big box liquor supermarket chain owned by Woolworths Limited, who also owns BWS, another liquor chain with smaller stores.-History:...

 chain.

1st Choice Liquor Superstores grew out of the former Quaffers brand, and sits alongside Liquorland

LiquorLAND

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 1st Choice Liquor Superstore...

 and Vintage Cellars

Vintage Cellars

Vintage Cellars is an Australian liquor chain owned by Wesfarmers and is positioned at the higher end of the market compared with the Liquorland and 1st Choice Liquor Superstore, Wesfarmers' other liquor brands...

, Wesfarmers' other liquor brands. The first store was opened in May 2005 at Tooronga Village Shopping Centre

Tooronga Village Shopping Centre

Tooronga Village is a $550m residential, office and retail development currently under construction in the suburb of Glen Iris in the municipality of Boroondara....

 in Melbourne

Melbourne

Melbourne is the capital and most populous city in the state of Victoria, and the second most populous city in Australia. The Melbourne City Centre is the hub of the greater metropolitan area and the Census statistical division—of which "Melbourne" is the common name. As of June 2009, the greater...

. Expansion of the chain was assisted with then owner Coles Group

Coles Group

Coles Group Limited was an Australian public company that operated numerous retail chains. It was Australia's second-largest retailer, behind Woolworths Limited...

 purchasing the Queensland

Queensland

Queensland is a state of Australia, occupying the north-eastern section of the mainland continent. It is bordered by the Northern Territory, South Australia and New South Wales to the west, south-west and south respectively. To the east, Queensland is bordered by the Coral Sea and Pacific Ocean...

-based Hedley Hotel Group and Mr Corks chain in 2006. The chain comprised 76 stores as of December 2010.