First Choice Liquor

First Choice Liquor is a group of liquor superstores in Australia owned by Wesfarmers, and competes principally with the Woolworths-owned Dan Murphy's chain.

First Choice Liquor grew out of the former Quaffers brand, and sits alongside Liquorland and Vintage Cellars, Wesfarmers' other liquor brands. The first store was opened in May 2005 at Tooronga Village Shopping Centre in Melbourne. Expansion of the chain was assisted with then owner Coles Group purchasing the Queensland-based Hedley Hotel chain and Mr Corks Liquor Group in 2006. The chain comprised 76 stores as of December 2010.