Iceland teams up with Bargain Booze on new in-store offering
Iceland has teamed up with off-licence chain Bargain Booze to launch dedicated Bargain Booze sections in three of its The Food Warehouse stores.
The partnership will more than double the size of The Food Warehouse’s beers, wines and spirits offering through the addition of categories such as flavoured spirits, world beers, craft lager and hard seltzers. The sections will offer customers 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 this month in York, Poole and Cheltenham. If successful, the offering is likely to be rolled out further.
Speaking on behalf of Bargain Booze, managing director of Bestway Wholesale 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.”
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