// Iceland-owned The Food Warehouse begins trialling dedicated in-store Bargain Booze sections
// Trial is taking place at these Food Warehouse locations: York, Poole and Cheltenham
// The partnership would double The Food Warehouse’s alcohol selection, with over over 1000 beers, wines & spirits
Iceland and Bargain Booze have announced a partnership that will see three The Food Warehouse stores launch dedicated Bargain Booze sections.
The tie-up, currently a trial phase, means customers at the Iceland-owned value retailer will be offered a dedicated presence of the off-licence retailer,
The trial started earlier this month at The Food Warehouse’s York, Poole and Cheltenham stores.
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Should it prove successful, the partnership will roll out across further The Food Warehouse stores.
It is expected that the partnership would more than double The Food Warehouse’s alcohol selection, with over over 1000 beers, wines and spirits.
“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,” said Dawood Pervez, speaking on behalf of Bargain Booze as Bestway Wholesale managing director.
“It will enable The Food Warehouse customers to enjoy great choice and value by offering them the best of both worlds.”
The Food Warehouse commercial director Justin Addison 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.”