New drinks retail brand launches in UK

28th July, 2014 by Gabriel Stone

Conviviality Retail, owner of the Wine Rack and Bargain Booze chains, has launched a warehouse-style UK retail brand promising to undercut rivals’ wine, beer and spirit prices.

The wine section at BB's Warehouse

The wine section at BB Warehouse

The first BB Warehouse branch opens today, 28 July in Wakefield on the renovated site of a former Rhythm & Booze outlet, after Conviviality bought the chain earlier this year.

The pricing structure of the new concept offers customers cheaper deals when they buy greater quantities of a product. Individual prices are listed for purchases of one, three or six bottles of wine and beer, while spirit price cuts are offered on increments of one, two or three bottles.

This would mean Casillero del Diablo would cost £7 for a single 75cl bottle, going down to £6 each for three bottles or £5.50 when customers buy six bottles. The multi-buy structure could also be applied to any combination of wines priced at £7.

With a total of more than 800 lines, the selection includes a 400-strong wine range priced from £3.99 per bottle, although the retailer also promises “exclusive quality fine wines and Champagnes.”

The spirits range features over 190 different lines, including 20 “premium” listings such as Hine Rare VSOP Champagne Cognac, Crystal Head Vodka and Japan’s Nikka “Whisky From The Barrel” expression.

Meanwhile the beer collection features over 200 SKUs, of which 60% are described as “craft ales”, bottled ciders and “premium world beers” such as Kirin Ichiban or Brooklyn Lager.

“It’s a simple proposition: the more you buy the more you save,” summed up Diana Hunter, CEO at Conviviality Retail. “The concept is unique and allows us to give shoppers unrivalled value, quality and choice”

Describing the BB Warehouse brand as “bold, fun and democratic”, she claimed: “you’ll find all the famous big brand names but we’re also opening up the world of quality drink to everyone.

“Too often shoppers are nervous about making the right choices when it comes to beers, wines and spirits, so this new format is designed to encourage shoppers to browse at their leisure, try something new and tailor the deals to suit their taste and budget.”

Stating her confidence in the success of this new format among consumers, Hunter confirmed that the group was “on the hunt for more sites this year, targeting space around 3,000sq ft that also offers parking.”

The launch comes after Conviviality Retail announced a 31.5% increase in pre-tax profits last year as the group pursued its strategy of improving the quality of its estate portfolio.

 

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