[5][failed verification] An ultra-discount no-frills banner of Wesfarmers, called Liquor Market (with a 'yellow water/beer drop' logo) had experimented with about half a dozen stores in Melbourne from October 2016, then Sydney.

[6][7] However, the brand name failed to gain major traction, thus, they have been merged '1st Choice Liquor Market' since 2019 after Coles Group was spun out from Wesfarmers, with many 'First Choice' stores switching from their traditional blue theme and signage to the yellow colouring.

[citation needed] As at June 2018 there were 98 First Choice Market stores.

[8] First Choice Liquor Market expanded into Tasmania in February 2024.

[9] In September 2024, Coles announced it would begin a pilot program to rebrand some First Choice Liquor stores as Liqourland.