The Worksop-based company, which currently runs a campaign using the strapline You're Better Off Here Than Tesco, will now add the strapline Better Bargains Than Bargain Booze to its consumer marketing leaflets. Select & Save will print a comparison between its prices and those of Tesco and Bargain Booze on the leaflets, published every three weeks and issued to all 140 of its shops.
A spokesman said: "Since they have proved they can compete with the likes of Tesco on prices for food products and alcohol, the next part of their strategy is to show they can compete with the biggest players in the local off-licensing sector by offering real Bargain Booze prices."
Last year, Select & Save and Bargain Booze went into partnership to trial a new convenience format, but Bargain Booze has since gone solo, rolling out its own Select Convenience shops.
The stores offer a full range of goods, including fresh bread, fruit and vegetables alongside alcohol, and are expected to generate turnover of £25,000-£30,000 a week.
Bargain Booze declined to comment.