Coles has added its liquor business to its expanding Coles 360 retail media network, enabling supplier brands to connect with customers across First Choice Liquor Market, Liquorland, and Vintage Cellars.

Coles 360 will also extend its reach to Coles supermarket customers by expanding their advertising across the established Coles 360 retail media network. The company claims that Coles 360 is the only retail media network in Australia offering a food and drink proposition.

The platform aims to facilitate joint media plans based on similar audiences and objectives, connecting food and drink suppliers in a more integrated manner. Already, Coles 360 has collaborated with Lion on the launch campaign for the James Squire Limited Edition XPA.

"We are excited to work with the Coles Liquor Group suppliers to help them connect with their customers in new ways and extend their reach to Coles supermarket customers by leveraging our extensive existing retail media network," said General Manager of Coles 360, Paul Brooks.

Coles 360 plans to provide insights into campaign effectiveness that Coles Liquor suppliers have not previously had access to. This will be achieved through Coles 360Impact, a new measurement capability.

"We will also be able to demonstrate incrementality and provide insights into campaign effectiveness through our new measurement capability, Coles 360Impact, which I know Liquor suppliers will greatly benefit from," Brooks said.

Coles Liquor supplier campaigns booked through Coles 360 from August will provide insights into campaign effectiveness.

"It was fantastic partnering with the Coles 360 team to create a groundbreaking activation plan to celebrate the James Squire partnership with MasterChef. With more than 7,000 cases already sold, this launch sets a new industry standard, showcasing the power of an integrated activation plan in bringing our product to life both in-store and beyond," said Customer Director – Coles, Field & eComm from Lion, Chloe Gibson.

The integration of Coles 360 into the Coles Liquor business is expected to drive brand growth for suppliers and enhance connections with customers.

"We’re excited about the opportunities this integration brings. By using the extensive Coles 360 retail media network, we’ll be able to connect with our customers more effectively and drive brand growth for our suppliers. It’s a win-win," said General Manager of Customer Loyalty Coles Liquor, Mia Lloyd.