Iconic Tasmanian bottleshop chain 9/11 has been sold to Coles, with the supermarket giant acquiring all 20 stores across the state.
Current owners Federal Group say the 174 Tasmanian 9/11 employees will be ‘no worse off’ under Coles’ ownership, who also operate the national Liquorland brand.
“’Our decision to purchase 20 9/11 stores demonstrates the confidence we have in this state and supports our vision to be a simpler, more accessible and locally relevant drinks specialist,” Coles Liquor Chief Executive Michael Courtney said.
“We’re looking forward to continuing on the great 9/11 legacy by supporting local suppliers and the community and providing great value and excellent service.”
Federal Group’s Managing Director Greg Farrell expects the sale, which still requires legal and regulatory approvals, to be finalised in the first half of 2024.
“I would like to thank all of our loyal staff, suppliers and partners for their support over the past 15 years in building 9/11 into the fantastic business that it is. You should all be very proud,” he said.
Farrell said the deal would allow the group to focus on reinvesting in their wider business plus hospitality and tourism assets.
“9/11 has become an iconic Tasmanian business providing convenience, quality service and an extraordinary range of local, national and global products to Tasmanians.”
It is understood all 9/11 stores will be rebranded to Liquorland, of which Coles currently has two at Eastlands and Glebe Hill.
Other major competitors in the Tasmanian market include Woolworths-owned Dan Murphy’s and BWS, as well as Australian Liquor Marketers Cellarbrations, Bottle-O and Thirsty Camel.
