Coles killed the brands.
I was a premium wine manager at First Choice and then a 'regional' premium product manager both there and VC (cos of the way the ACT region worked with only one VC store) when they stopped hiring new PPMs to replace ones that left.
Back then we had a killer wine range. My home store I ranged over 1000 "premium" wine SKUs, although that included batch buys and rarities. Reality I think was about 550 regular wines. We had established the best local Canberra wine range in town, we used to offer wine list services to corporates, so bars and restaurants and caterers etc. They paid for me to do my WSET qualifications and the sommeliers course. Basically, they realised in about 2011 that the way to compete with Woolies was to allow each store to manage and market itself to its local clients. Some stores were classic big box liquor, others like Naremburn were giant wine snob warehouses, and we were a mix. At it's best we were making $250,000 weekly sales in one store.
Then in 2015 the head wine buyer and marketer left the business anda new marketing team came in, mostly new grads. They decided that every single product that didn't meet a certain threshold for sale nationally would be deleted immediately. Of course, that meant that local successful products that weren't RANGED nationally were all gone. For example l local Canberra wines here. We sold over $100k monthly across the 5 stores, but they didn't meet the threshold for volume so they were all gone. We went from having, at the time, a better premium wine range than Dan Murphys to the same range as Liquorland, which is the little grog shop you see in malls here.
That basically led into a spiral where they tried to salvage the business by doing volume sales, buy 6 shit wines for $36 kind of thing. But it never recovered