The off-licence chain said it sold 100 million pints in 2012, so the move will put £1 million back in its customers’ pockets.
It is celebrating by launching a £500,000 week-long national TV ad campaign designed to drive sales in its 600-plus stores in the build up to Easter.
The company reported a 9.5% increase in sales from its last TV advertising campaign, which aired during the two-week run up to Christmas last year.
The new 30-second ad will break during Emmerdale on Monday, March 25.
The ads will then run throughout flagship ITV shows including Piers Morgan’s Life Stories, Catchprase and The Only Way is Essex, and during England’s World Cup qualifier against Montenegro.
Adam Burnett, Bargain Booze marketing director, said: “Our Christmas campaign was a big success for our franchisees. It drove footfall and increased sales across our retail estate.
“We’re extending the campaign with a second instalment of the advertising that worked so well the first time round. We expect it will build on what’s already been achieved and further raise awareness of our brand personality and the leading offers in-store over Easter.”
The company’s franchisee-operated stores trade under Bargain Booze, Bargain Booze Plus, Select Convenience and Thorougoods fascias.