A bottle shop chain has apologised after incorrectly advertising a bottle of wine as alcohol free.

First Choice Liquor, owned by Coles Group, promoted South Australian winemaker Angove’s Organic Shiraz Cabernet in a catalogue released on Wednesday. 

The product was meant to be advertised as organic, but was mistakenly touted as a non-alcoholic beverage. 

First Choice Liquor has apologised after incorrectly advertising a wine as alcohol free

First Choice Liquor has apologised after incorrectly advertising a wine as alcohol free

First Choice Liquor has apologised after incorrectly advertising a wine as alcohol free

Two days later the liquor retailer issued a printed apology to clarify the error. 

‘We regret to advise this product is ‘organic’ not ‘alcohol free’,’ First Choice wrote in Friday’s catalogue.

‘We apologise for any inconvenience this has caused.’

A Coles spokesperson told 7News employees in store noticed the blunder shortly after the specials handout was released. 

Angove's Organic Shiraz Cabernet (pictured) was meant to be touted as organic, but was instead listed as alcohol free

Angove's Organic Shiraz Cabernet (pictured) was meant to be touted as organic, but was instead listed as alcohol free

Angove’s Organic Shiraz Cabernet (pictured) was meant to be touted as organic, but was instead listed as alcohol free 

‘In the current First Choice Liquor catalogue the incorrect iconography was used to promote Angrove Organic Shiraz Cabernet,’ the spokesperson said. 

‘This wine is organic, not alcohol-free, and this information is clearly labelled on the bottle.

‘The error was quickly detected by our instore team, and an apology was issued to customers.’

Wesfarmers rebadged First Choice Liquor from its Quaffer brand in 2005, with the chain expanding to 93 stores by 2018. 

The brand fell into ownership of the Coles Group last year when Wesfarmers demerged from the supermarket chain.

First Choice Liquor issued an apology (pictured) in Friday's catalogue after the blunder was picked up by team members

First Choice Liquor issued an apology (pictured) in Friday's catalogue after the blunder was picked up by team members

First Choice Liquor issued an apology (pictured) in Friday’s catalogue after the blunder was picked up by team members

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