The managing director of Diageo Australia, which sells brands including Johnnie Walker, Smirnoff and Bundaberg Rum, believes Coles will eventually be able to reinvigorate its liquor retail business to be a much more forceful competitor against rival Woolworths. Tim Salt, who runs the No.1 company in spirits in Australia, says while Woolworths is currently the standout performer when it comes to liquor retailing, he expects Coles will be able to catch up in a similar way to its dramatic improvement in supermarkets.