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{{distinguish|text=[[DB Breweries#LiquorLand|LiquorLand]] liquor chain in New Zealand}}
{{Short description|Australian liquor store chain owned by Coles Group}}
{{About|the Australian liquor store chain|New Zealand liquor store chain|LiquorLand}}
{{Infobox company
{{Infobox company
| name = Liquorland
| name = Liquorland
| logo = Liquorland logo.svg
| logo = Liquorland logo 2.svg
| logo_size = 240px
| logo_size =
| type = Subsidiary
| type = Subsidiary
| image = Liquorland, Bentley Plaza.jpg
| caption =
| image_caption = Liquorland store in Bentley, Western Australia
| foundation =
| foundation =
| location_city = Hawthorn East, Victoria
| location_city = Hawthorn East, Victoria
| location_country = <br>[[Australia]]
| location_country = <br>[[Australia]]
| num_locations = ~1000 stores
| key_people = Greg Davis,<ref>{{cite web|title=Coles reshuffles its liquor lineup with Rudd adviser Andrew Charlton sidelined|url=http://www.smh.com.au/business/coles-reshuffles-its-liquor-lineup-with-rudd-adviser-andrew-charlton-sidelined-20140618-3ae42.html|publisher=The Sydney Morning Herald|accessdate=13 August 2015}}</ref> Director, Coles Liquor
| num_locations_year = 2023
⚫
| num_employees =
| key_people = Michael Courtney, Chief Executive<ref>{{cite web |author1=Coles Group |title=Executive Leadership team &#124; Coles Group |url=https://www.colesgroup.com.au/about-us/?page=executive-leadership-team}}</ref>
⚫
| industry = [[Retail]]
⚫
| num_employees =
⚫
| products = Liquor
⚫
| industry = [[Retail]]
⚫
| revenue =
⚫
| products = Liquor
⚫
| parent = [[Wesfarmers]]
⚫
| revenue =
⚫
| homepage = [http://www.liquorland.com.au/ www.liquorland.com.au]
⚫
| parent = [[Coles Liquor]]
| intl = yes
⚫
| homepage = {{URL|https://liquorland.com.au}}
}}
}}


'''Liquorland''' is an [[Australia]]n liquor chain, a part of the Coles division and owned by [[Wesfarmers]].<ref>{{Cite web|url=http://www.wesfarmers.com.au/who-we-are/our-history|title=Our history|website=www.wesfarmers.com.au|access-date=2016-10-25}}</ref> [[Coles Supermarkets]] established interests with its expansion into liquor in 1981, with the acquisition of Liquorland and [[Vintage Cellars]].<ref>{{Cite web|url=https://www.coles.com.au/about-coles/centenary|title=Our History|website=www.coles.com.au|access-date=2016-10-25}}</ref><ref>{{Cite web|url=https://www.facebook.com/Liquorland/about/|title=Facebook|website=www.facebook.com|access-date=2016-10-25}}</ref> In November 2007 Wesfarmers acquired the Coles Group and as a result the separate Coles division was formed. Liquorland is now one of three liquor brands within Wesfarmers' Coles division,<ref>{{cite web|title=Coles Division|url=http://wesfarmers.com.au/our-businesses/coles.html|publisher=Wesfarmers|accessdate=3 January 2011|deadurl=yes|archiveurl=https://web.archive.org/web/20101226121213/http://wesfarmers.com.au/our-businesses/coles.html|archivedate=26 December 2010|df=}}</ref> along with the larger discount format [[1st Choice Liquor Superstore|1st Choice Liquor]] and more up-market orientated Vintage Cellars. The Liquorland chain comprised 719 stores as of June 2018.<ref name="Jan11">{{cite web|url=https://www.wesfarmers.com.au/docs/default-source/asx-announcements/-2016-third-quarter-retail-sales-results.pdf?sfvrsn=0|title=Third Quarter Retail Sales Results|last=|first=|date=21 April 2016|website=|publisher=Wesfarmers Limited|accessdate=21 April 2016}}</ref>
'''Liquorland''' is an Australian liquor store chain. It is one of three liquor brands within the [[Coles Group]],<ref>{{cite web |title=Coles Division |url=http://wesfarmers.com.au/our-businesses/coles.html |url-status=dead |archiveurl=https://web.archive.org/web/20101226121213/http://wesfarmers.com.au/our-businesses/coles.html |archivedate=26 December 2010 |accessdate=3 January 2011 |publisher=Wesfarmers}}</ref> along with the larger discount format [[1st Choice Liquor Superstore|First Choice Liquor]] and more upmarket orientated [[Vintage Cellars]]. The Liquorland chain comprised 743 stores as of March 2023.<ref name=":0">{{Cite web |last=Alexander |first=Angela |date=2023-03-29 |title=Liquorland Refreshes Brand Identity Via Hulsbosch |url=https://www.bandt.com.au/liquorland-refreshes-brand-identity-via-hulsbosch/ |access-date=2023-08-26 |website=B&T |language=en-US}}</ref>


== History ==
Most Liquorland outlets are adjacent to or within Coles Supermarkets, except in [[Queensland]], where legislation forbids this practice. In order to maintain a presence, Liquorland operates the Spirit Hotel chain in Queensland, which comprised 89 hotels as of April 2016.<ref name="Jan11" />
[[File:Liquorland logo.svg|thumb|left|Old Liquorland logo]]
[[Coles Supermarkets]] established interests with its expansion into liquor in 1981, with the acquisition of Liquorland and [[Vintage Cellars]].<ref>{{Cite web|url=https://www.coles.com.au/about-coles/centenary|title=Our History|website=www.coles.com.au|access-date=2016-10-25}}</ref><ref>{{Cite web|url=https://www.facebook.com/Liquorland/about/|title=Facebook|website=www.facebook.com|access-date=2016-10-25}}</ref> In November 2007 Wesfarmers acquired the Coles Group and as a result the separate Coles division was formed, but was again demerged on 21 November 2018.<ref>{{Cite web |title=Our history |url=http://www.wesfarmers.com.au/who-we-are/our-history |access-date=2016-10-25 |website=www.wesfarmers.com.au}}</ref>

[[File:Liquorland, Gosnells.jpg|thumb|left|Liquorland store in [[Gosnells, Western Australia]] with older branding]]
Most Liquorland outlets are adjacent to or within Coles Supermarkets, except in [[Queensland]], where legislation forbids this practice. In order to maintain a presence, Liquorland operated the Spirit Hotel chain, which comprised 87 hotels as of March 2019 (76 in Queensland, seven in [[South Australia]] and four in [[Western Australia]]).<ref>{{Cite web |date=2019-03-06 |title=Portfolio of 87 Coles pubs sold to Australian Venue Co for $200m |url=https://www.thehotelconversation.com.au/news/2019/03/06/portfolio-87-coles-pubs-sold-australian-venue-co-200m/1551859059 |access-date=2023-08-28 |website=The Hotel Conversation |language=en}}</ref>

Wesfarmers had long expressed discomfort about the [[Slot machine|poker machines]] in Spirit Hotel's pubs and had been trying to sell its hotel portfolio while retaining its lucrative liquor store business.<ref>{{Cite web |last=Hatch |first=Patrick |date=2018-09-04 |title=Coles committed to pokies exit after spin-off, says Wesfarmers boss |url=https://www.smh.com.au/business/companies/coles-committed-to-pokies-exit-after-spin-off-says-wesfarmers-boss-20180904-p501ld.html |access-date=2023-08-28 |website=The Sydney Morning Herald |language=en}}</ref><ref>{{Cite web |last=Hatch |first=Patrick |date=2018-05-30 |title=Coles wants to punt pubs but won't give up the drink altogether |url=https://www.smh.com.au/business/companies/coles-wants-to-punt-pubs-but-won-t-give-up-the-drink-altogether-20180530-p4zigu.html |access-date=2023-08-28 |website=The Sydney Morning Herald |language=en}}</ref> In March 2019, Coles established a joint venture with [[Australian Venue Co.]] (AVC) where AVC would take over operations of the hotels and receive its profits while Coles would run the liquor stores and receive its profits. If AVC purchased further hotels in Queensland, Coles would also have the right to operate existing liquor stores attached to the hotels or open new stores using the hotels' liquor licenses. Coles received $200 million from AVC as part of the deal.<ref>{{Cite web |last=Hatch |first=Patrick |date=2019-03-04 |title=Coles punts pubs and pokies in $200m joint-venture deal |url=https://www.smh.com.au/business/companies/coles-punts-pubs-and-pokies-in-200m-joint-venture-deal-20190305-p511rv.html |access-date=2023-08-28 |website=The Sydney Morning Herald |language=en}}</ref><ref>{{Cite web |last=Hawtin-Butcher |first=Craig |date=2019-03-06 |title=Coles offloads hotels and pokies to Australian Venue Co |url=https://theshout.com.au/coles-offloads-hotels-and-pokies-to-australian-venue-co/ |access-date=2023-08-28 |website=The Shout |language=en-US}}</ref><ref>{{Cite web |last=House |first=Alana |date=2021-03-06 |title=Australian Venue Co takes over Coles pubs in Queensland |url=https://www.drinksbulletin.com.au/latest-news_article_australian-venue-co-takes-over-coles-pubs-in-queensland/ |access-date=2023-08-28 |website=Drinks Bulletin}}</ref>

Beginning in 2020, Liquorland began transitioning stores to a new, more upmarket visual identity.<ref>{{Cite web |last=House |first=Alana |date=2020-08-19 |title=Coles trials bold new look for Liquorland |url=https://www.drinkstrade.com.au/coles-trials-bold-new-look-for-liquorland |access-date=2023-08-26 |website=Drinks Trade |language=en-US}}</ref><ref name=":0" /> In August 2022, the first Liquorland store was opened in Tasmania.<ref>{{Cite web |last=Dong |first=Irene |date=2022-08-04 |title=Coles Group opens Tasmania's first Liquorland |url=https://insidefmcg.com.au/2022/08/04/coles-group-opens-tasmanias-first-liquorland/ |access-date=2024-05-06 |website=Inside FMCG |language=en-AU}}</ref> In February 2024, [[Coles Liquor]] reached an agreement to acquire all 20 of [[Federal Group]]'s 9/11 liquor stores in Tasmania.<ref>{{Cite web |last=Profaca |first=Cody |date=2024-02-05 |title=Coles Group Acquires Tasmania’s 9/11 Bottle Shop Chain |url=https://www.drinkstrade.com.au/coles-group-acquires-tasmanias-9-11-bottle-shop-chain |access-date=2024-05-06 |website=Drinks Trade |language=en-US}}</ref> The stores were subsequently rebranded as Liquorland.<ref>{{Cite web |date=2024-05-04 |title=9/11 to Liquorland: Coles unveils bottleshop rebranding plans |url=https://pulsetasmania.com.au/news/9-11-to-liquorland-coles-unveils-bottleshop-rebranding-plans/ |access-date=2024-05-06 |website=Pulse Tasmania |language=en-AU}}</ref> In September 2024, Liquorland announced it will rebrand some First Choice Liquor Market stores to Liquorland Warehouse and some Vintage Cellars stores to Liquorland.<ref>{{Cite web |publisher=The Australian |date=September 2024 |title=Liquor Stores to disappear in Coles Transformation |url=https://www.theaustralian.com.au/breaking-news/australian-liquor-chains-quietly-disappearing-in-coles-transformation/news-story/47f3a00a7856c1126b53c72ba28198ab}}</ref>


==Sub-brands==
==Sub-brands==
*Liquorland Express – drive-through and compact Liquorland stores.
* Liquorland Express — drive-through and compact Liquorland stores.
* Liquorland Warehouse<ref>[https://theshout.com.au/liquorland-trialling-new-warehouse-format/ Liquorland trialling new warehouse format], by The Shout Team
⚫
*Liquorland Direct – Liquorland's online and mail/phone order business.
27 May 2013. (Accessed 2022-06-07.)</ref> — a larger, '[[big-box store|big-box]]'-style format promoting higher-volume purchases.
*Spirit Hotel Group – operates hotels predominantly in Queensland with a smaller presence in [[Western Australia]], [[South Australia]] and [[New South Wales]].
⚫
* Liquorland Direct — Liquorland's online and mail/phone order business.


==Steamrail Brewing Company ==
==Steamrail Brewing Company ==
In January 2013 Coles released a range of beers under the brand ''Steamrail Brewing Company''.<ref>{{cite web|url=http://consumersfederation.org.au/choice-asks-how-aussie-is-our-craft-beer/|title=CHOICE asks how Aussie is our craft beer?|publisher=Consumers Federation of Australia|date=28 January 2014|accessdate=21 July 2014}}</ref> The beers, 'Ghost of Eyre' [[Pale ale]], 'Gold Digger' [[Pale ale#Golden ale|Golden Ale]] and 'Lucky Amber' Amber Ale, were stocked in First Choice Liquor and Liquorland outlets. All the bottles bear the company name, Steamrail Brewing, and the address of the Coles Supermarkets' headquarters - 800 Toorak Road, East Victoria.<ref>{{cite web|url=http://www.theshout.com.au/2013/01/18/article/Coles-launches-Steamrail-Brewing-Co-/RRMAWHLOPH.html|title=Coles launches Steamrail Brewing Co.|publisher=The Intermedia Group|work=The Shout|last=Atkinson|first=James|date=18 January 2013|accessdate=21 July 2014}}</ref><ref>{{cite web|url=http://www.brewsnews.com.au/2013/02/who-is-australian-beer-connoisseurs/|title=Who is the Steamrail Brewing Company?|last=Kirkegaard|first=Matt|date=6 February 2013|accessdate=21 July 2014}}</ref> [[Intellectual Property Australia]] records show that the application for the Steamrail trademark was lodged in October 2013 and that the owner of the trademark is registered as Liquorland.<ref>{{cite web|url=http://www.ipaustralia.com.au/applicant/liquorland-australia-pty-ltd/trademarks/1585668/|title=Steamrail Brewing Company - 1585668|publisher=Intellectual Property Australia|accessdate=21 July 2014}}</ref> The Steamrail Brewing Company range is brewed at the Asahi plant in [[Laverton, Victoria]].<ref>{{cite news|url=http://www.news.com.au/lifestyle/food/craft-beer-sold-as-local-when-actually-imported-interstate/story-fneuz92c-1226912948106|title=Craft Beer Sold as Local when Actually Imported Interstate|publisher=News.com.au|date=11 May 2014|accessdate=21 July 2014}}</ref>
In January 2013 Coles released a range of beers under the brand ''Steamrail Brewing Company''.<ref>{{cite web|url=http://consumersfederation.org.au/choice-asks-how-aussie-is-our-craft-beer/|title=CHOICE asks how Aussie is our craft beer?|publisher=Consumers Federation of Australia|date=28 January 2014|accessdate=21 July 2014}}</ref> The beers, 'Ghost of Eyre' [[Pale ale]], 'Gold Digger' [[Pale ale#Golden ale|Golden Ale]] and 'Lucky Amber' Amber Ale, were stocked in First Choice Liquor and Liquorland outlets. All the bottles bear the company name, Steamrail Brewing, and the address of the Coles Supermarkets' headquarters.<ref>{{cite web|url=http://www.theshout.com.au/2013/01/18/article/Coles-launches-Steamrail-Brewing-Co-/RRMAWHLOPH.html|title=Coles launches Steamrail Brewing Co.|publisher=The Intermedia Group|work=The Shout|last=Atkinson|first=James|date=18 January 2013|accessdate=21 July 2014}}</ref><ref>{{cite web|url=http://www.brewsnews.com.au/2013/02/who-is-australian-beer-connoisseurs/|title=Who is the Steamrail Brewing Company?|last=Kirkegaard|first=Matt|date=6 February 2013|accessdate=21 July 2014}}</ref> The Steamrail Brewing Company range is brewed at the [[Asahi Breweries]] plant in [[Laverton, Victoria]].<ref>{{cite news|url=http://www.news.com.au/lifestyle/food/craft-beer-sold-as-local-when-actually-imported-interstate/story-fneuz92c-1226912948106|title=Craft Beer Sold as Local when Actually Imported Interstate|publisher=News.com.au|date=11 May 2014|accessdate=21 July 2014}}</ref>


Liquorland exclusive beer brands also include HAMMER 'N' TONGS, 3 Pub Circus and Lorry Boys.<ref>{{Cite news|url=https://www.brewsnews.com.au/2015/10/coles-puts-face-to-private-label-beer/|title=Coles puts face to private label beer|date=2015-10-23|newspaper=Australian Brews News|language=en-US|access-date=2016-10-25}}</ref><ref>{{Cite web|url=http://www.ipaustralia.com.au/applicant/liquorland-australia-pty-ltd/trademarks/1652175/|title=FREEMAN HAMMER 'N' TONGS - 1652175|last=|first=|date=|website=|publisher=Intellectual Property Australia|access-date=21 July 2014}}</ref>
Liquorland exclusive beer brands also include Hammer 'N' Tongs, 3 Pub Circus and Lorry Boys.<ref>{{Cite news|url=https://www.brewsnews.com.au/2015/10/coles-puts-face-to-private-label-beer/|title=Coles puts face to private label beer|date=2015-10-23|newspaper=Australian Brews News|language=en-US|access-date=2016-10-25}}</ref><ref>{{Cite web|url=http://www.ipaustralia.com.au/applicant/liquorland-australia-pty-ltd/trademarks/1652175/|title=FREEMAN HAMMER 'N' TONGS - 1652175|last=|first=|date=|website=|publisher=Intellectual Property Australia|access-date=21 July 2014}}</ref>


==References==
==References==
Line 37: Line 50:


==External links==
==External links==
{{Commons category}}
* [http://www.liquorland.com.au/ Liquorland]
* {{Official website|https://www.liquorland.com.au/}}


{{Coles Group}}
{{Coles Group}}
Line 43: Line 57:


[[Category:Coles Group]]
[[Category:Coles Group]]
[[Category:Alcohol distribution retailers]]
[[Category:Alcohol distribution retailers in Australia]]
[[Category:Retail companies established in 1981]]
[[Category:1981 establishments in Australia]]
[[Category:Companies based in Melbourne]]

Latest revision as of 09:03, 24 November 2024

This article is about the Australian liquor store chain. For New Zealand liquor store chain, see LiquorLand.
Liquorland
Company typeSubsidiary
IndustryRetail
Headquarters
Hawthorn East, Victoria
,

Australia
Number of locations
~1000 stores (2023)
Key people
Michael Courtney, Chief Executive[1]
ProductsLiquor
ParentColes Liquor
Websiteliquorland.com.au

Liquorland is an Australian liquor store chain. It is one of three liquor brands within the Coles Group,[2] along with the larger discount format First Choice Liquor and more upmarket orientated Vintage Cellars. The Liquorland chain comprised 743 stores as of March 2023.[3]

History

[edit]
Old Liquorland logo

Coles Supermarkets established interests with its expansion into liquor in 1981, with the acquisition of Liquorland and Vintage Cellars.[4][5] In November 2007 Wesfarmers acquired the Coles Group and as a result the separate Coles division was formed, but was again demerged on 21 November 2018.[6]

Liquorland store in Gosnells, Western Australia with older branding

Most Liquorland outlets are adjacent to or within Coles Supermarkets, except in Queensland, where legislation forbids this practice. In order to maintain a presence, Liquorland operated the Spirit Hotel chain, which comprised 87 hotels as of March 2019 (76 in Queensland, seven in South Australia and four in Western Australia).[7]

Wesfarmers had long expressed discomfort about the poker machines in Spirit Hotel's pubs and had been trying to sell its hotel portfolio while retaining its lucrative liquor store business.[8][9] In March 2019, Coles established a joint venture with Australian Venue Co. (AVC) where AVC would take over operations of the hotels and receive its profits while Coles would run the liquor stores and receive its profits. If AVC purchased further hotels in Queensland, Coles would also have the right to operate existing liquor stores attached to the hotels or open new stores using the hotels' liquor licenses. Coles received $200 million from AVC as part of the deal.[10][11][12]

Beginning in 2020, Liquorland began transitioning stores to a new, more upmarket visual identity.[13][3] In August 2022, the first Liquorland store was opened in Tasmania.[14] In February 2024, Coles Liquor reached an agreement to acquire all 20 of Federal Group's 9/11 liquor stores in Tasmania.[15] The stores were subsequently rebranded as Liquorland.[16] In September 2024, Liquorland announced it will rebrand some First Choice Liquor Market stores to Liquorland Warehouse and some Vintage Cellars stores to Liquorland.[17]

Sub-brands

[edit]
  • Liquorland Express — drive-through and compact Liquorland stores.
  • Liquorland Warehouse[18] — a larger, 'big-box'-style format promoting higher-volume purchases.
  • Liquorland Direct — Liquorland's online and mail/phone order business.

Steamrail Brewing Company

[edit]

In January 2013 Coles released a range of beers under the brand Steamrail Brewing Company.[19] The beers, 'Ghost of Eyre' Pale ale, 'Gold Digger' Golden Ale and 'Lucky Amber' Amber Ale, were stocked in First Choice Liquor and Liquorland outlets. All the bottles bear the company name, Steamrail Brewing, and the address of the Coles Supermarkets' headquarters.[20][21] The Steamrail Brewing Company range is brewed at the Asahi Breweries plant in Laverton, Victoria.[22]

Liquorland exclusive beer brands also include Hammer 'N' Tongs, 3 Pub Circus and Lorry Boys.[23][24]

References

[edit]
  1. ^ Coles Group. "Executive Leadership team | Coles Group".
  2. ^ "Coles Division". Wesfarmers. Archived from the original on 26 December 2010. Retrieved 3 January 2011.
  3. ^ a b Alexander, Angela (2023-03-29). "Liquorland Refreshes Brand Identity Via Hulsbosch". B&T. Retrieved 2023-08-26.
  4. ^ "Our History". www.coles.com.au. Retrieved 2016-10-25.
  5. ^ "Facebook". www.facebook.com. Retrieved 2016-10-25.
  6. ^ "Our history". www.wesfarmers.com.au. Retrieved 2016-10-25.
  7. ^ "Portfolio of 87 Coles pubs sold to Australian Venue Co for $200m". The Hotel Conversation. 2019-03-06. Retrieved 2023-08-28.
  8. ^ Hatch, Patrick (2018-09-04). "Coles committed to pokies exit after spin-off, says Wesfarmers boss". The Sydney Morning Herald. Retrieved 2023-08-28.
  9. ^ Hatch, Patrick (2018-05-30). "Coles wants to punt pubs but won't give up the drink altogether". The Sydney Morning Herald. Retrieved 2023-08-28.
  10. ^ Hatch, Patrick (2019-03-04). "Coles punts pubs and pokies in $200m joint-venture deal". The Sydney Morning Herald. Retrieved 2023-08-28.
  11. ^ Hawtin-Butcher, Craig (2019-03-06). "Coles offloads hotels and pokies to Australian Venue Co". The Shout. Retrieved 2023-08-28.
  12. ^ House, Alana (2021-03-06). "Australian Venue Co takes over Coles pubs in Queensland". Drinks Bulletin. Retrieved 2023-08-28.
  13. ^ House, Alana (2020-08-19). "Coles trials bold new look for Liquorland". Drinks Trade. Retrieved 2023-08-26.
  14. ^ Dong, Irene (2022-08-04). "Coles Group opens Tasmania's first Liquorland". Inside FMCG. Retrieved 2024-05-06.
  15. ^ Profaca, Cody (2024-02-05). "Coles Group Acquires Tasmania's 9/11 Bottle Shop Chain". Drinks Trade. Retrieved 2024-05-06.
  16. ^ "9/11 to Liquorland: Coles unveils bottleshop rebranding plans". Pulse Tasmania. 2024-05-04. Retrieved 2024-05-06.
  17. ^ "Liquor Stores to disappear in Coles Transformation". The Australian. September 2024.
  18. ^ Liquorland trialling new warehouse format, by The Shout Team 27 May 2013. (Accessed 2022-06-07.)
  19. ^ "CHOICE asks how Aussie is our craft beer?". Consumers Federation of Australia. 28 January 2014. Retrieved 21 July 2014.
  20. ^ Atkinson, James (18 January 2013). "Coles launches Steamrail Brewing Co". The Shout. The Intermedia Group. Retrieved 21 July 2014.
  21. ^ Kirkegaard, Matt (6 February 2013). "Who is the Steamrail Brewing Company?". Retrieved 21 July 2014.
  22. ^ "Craft Beer Sold as Local when Actually Imported Interstate". News.com.au. 11 May 2014. Retrieved 21 July 2014.
  23. ^ "Coles puts face to private label beer". Australian Brews News. 2015-10-23. Retrieved 2016-10-25.
  24. ^ "FREEMAN HAMMER 'N' TONGS - 1652175". Intellectual Property Australia. Retrieved 21 July 2014.
[edit]
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