justinbrett
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I'd assume it's a similar arrangement to EG Ampol (formerly Woolworths Petrol Pty Ltd trading as Woolworths Caltex) Third party company operating for the contracting brand (Woolworths).
The only intertwining is that the former Woolworths companies use the same Point of Sales (POS) systems as the primary Woolworths group companies.
In simple terms if you do your shopping online and add a bottle of wine or vodka, the alcohol comes from Endeavour even though it's seamlessly sold by a separate company.
For the audience of AFF it's probably easier to describe it as a wet lease. Unlike fuel, alcohol is very much a part of grocery shopping for many Australians, and in some states it's included in that shop (whether online or physical shops adjoining the store).
To the average punter it's all Woolworths. And to the point about QF ecosystem, it's an active part of WW rewards (as is the fuel business).
The same thing happened with the competition, with Coles and Kmart/Target becoming two different companies. I think most people still think of them as all part of the same Coles group that compete with their WW counterparts.