Its Booze Buster store in Runcorn, Cheshire, is the first to be equipped with a dedicated counter purely for customers wanting instant access to cash.
The trial comes at a time when multiple specialists are struggling for profitability and diversifying their offering .
Wine Cellar, which also owns the Simply Drinks estate, has made a series of head office appointments following the arrival of new managing director Steve Mahon earlier this year.
Ian McConville, a former Netto buyer who more recently had a senior role in Sainsbury's convenience division, is Wine Cellar's new operations director, OLN understands. Annette Whitehead is the new finance director and Gary Pemberton has assumed a senior buying role.
Steve Parker, formerly Wine Cellar's trading director, is now working on a temporary contract at Iceland, heading up the BWS buying.
Wine Cellar has also relaunched its†website, removing the graphics and†imagery - which date back to the days when it was owned by Nader Haghighi's Parisa and was the first transactional site to be launched by a multiple specialist.
The site offers free delivery on orders over £60.