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Conviviality brings more to the party with BB’s warehouse launch

Published 28 July 2014

Conviviality Retail, owners of the UK’s largest franchised off-licence and convenience chain, has announced the launch of BB’s Warehouse, a new and exciting retail brand and store concept.

The first store is set to officially open to the public on 28th July in Wakefield.

Diana Hunter, CEO at Conviviality Retail, said: "It's a simple proposition: the more you buy the more you save. The concept is unique and allows us to give shoppers unrivalled value, quality and choice. With more than 800 lines, there's something for everyone and every occasion, from everyday beer or wine favourites to something special that you might be surprised to find on the high street. Shoppers can make huge savings by either buying cases in bulk, or by taking advantage of our mix and match multibuy offer on singles.

"The brand is bold, fun and democratic - 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."

The 400-strong wine range includes entry-level wines with prices starting at £3.99, alongside exclusive quality fine wines and champagnes such as Macedonian Stobi Vranec, and award-winning small domain Chablis and Cheverney. A dedicated mobile tasting station in store also means that shoppers can try before they buy.

In spirits, shoppers will find more than 190 lines to choose from, including 20 premium SKUs such as the sumptuous Hine Rare VSOP champagne cognac; the quadruple-distilled and seven times filtered Crystal Head Vodka; and Japanese Nikka Whisky From The Barrel.

The beer range features more than 200 lines, giving customers the opportunity to get their favourite brands at great prices, but also try something new. Of the range, 60% are craft ales, bottled ciders and premium world beers such as the Japan's Kirin Ichiban, Germany's Warsteiner, and America's Brooklyn Lager.

The innovative multibuy offer means that customers can mix and match within beers, wines and spirits, so the more they spend, the more they save. POS highlights the price for one, three, or six bottles of wine or beer; and one, two or three bottles of spirits.

Commercial director Kenton Burchell said: "Many of the premium lines we've brought to the range are ones that you simply won't find elsewhere on the high street or in supermarkets. We've made them more accessible and affordable to everyone, so as well as offering massive savings on products we also provide quality tasting notes at point of purchase. It gives shoppers the chance to feel excited yet comfortable about trying something completely new.

"We also guarantee every day value on key brands, where we are regularly cheaper than supermarkets who operate a high - low pricing strategy. A good example would be Casillero Del Diablo Cabernet Sauvignon 75cl, where supermarkets usually retail at £8 and promote down to £6 several times a year. Our everyday retail price is £7 or £6 when you buy three, or £5.50 when you buy six. Unlike other retailers, we also provide our customers with the unique ability to personalise their purchasing repertoire by accessing this multibuy across 52 other Red, White and Rose wines at £7."

The Wakefield store, which is the site of a recently acquired Rhythm and Booze branch, has undergone a major renovation to bring the warehouse concept to life. This included removing the ceiling to open up the store and develop the warehouse feel, and reducing the size of the stock room to give more space on the shop floor.

The store opening will be supported by additional promotions focused on bulk wine and beer purchases, with market leading prices on single bottle whisky and vodka. Free glassware and wine carriers will be offered to customers as well as complimentary nibbles and drinks while shopping in the store.

Diana continued: "We're confident that this concept is going to be a success with shoppers. We're on the hunt for more sites this year, targeting space around 3,000 sq ft that also offers parking. This concept may also be available to franchisees in the future."

Source: Company Press Release