Iceland has linked up with Bestway to launch dedicated Bargain Booze sections in three of its The Food Warehouse format stores.
The tie-up with the off-licence chain will more than double the size of The Food Warehouse’s alcohol offer through the addition of categories such as flavoured spirits, world beers, craft lager and hard seltzers. The sections will offer over 1,000 product options spanning beer, wine and spirits.
Justin Addison, Commercial Director of The Food Warehouse, said: “We’re passionate about offering our customers the best range at the best value and our latest partnership is testament to this commitment.
“Bargain Booze is one of the most recognisable beers, wines and spirits brands in the country and it is a fantastic opportunity to introduce them to our The Food Warehouse stores.”
Trials have begun in three stores in York, Poole and Cheltenham. If successful, the offering is expected to be rolled out further.
Speaking on behalf of its Bargain Booze unit, Bestway Wholesale’s Managing Director Dawood Pervez said: “This partnership is a very significant move for The Food Warehouse and ourselves and has evolved from a mutual passion to offer consumers new ways to shop – through leveraging the power of two big brands under one roof.
“It will enable The Food Warehouse customers to enjoy great choice and value by offering them the best of both worlds.”
Bargain Booze was part of a package of chains acquired by Bestway in 2018 from Conviviality when it collapsed into administration.
NAM Implications:
- Being able to offer Bargain Booze ‘on the rocks’ …
- …has to provide incremental sales opportunities…
- …for Bargain Booze and Iceland.
- i.e. a no-brainer.
- Time to factor it in?
