The Woolworths Liquor Group has announced a change of name, saying it will now be known as the Endeavour Drinks Group.
The group said the name change, will become official as of 1 June 2016, aims to “to better reflect the evolving needs of our customers and the vision for our business going forward”.
WLG also said the move will help differentiate its operations from that of parent group Woolworths (and its grocery operations), while also highlighting its wider offer (compared to ‘liquor’). It added: “We landed on Endeavour as we believe it reflects our attitude and desire to always be looking for great opportunities…. It’s about the strength of our commitment to keep discovering.”