The first store will open in Wakefield in Yorkshire on July 28 on the site of a former Rhythm & Booze branch.
Conviviality, which recently snapped up 31 Rhythm & Booze stores from Bibby, renovated the Wakefield site to give it a warehouse feel by turning most of the stock room into retail space and removing the ceiling to turn two floors into one.
Diana Hunter, chief executive at Conviviality, which also owns the Wine Rack, Thorougoods and Select brands, said: “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.”
The 400-strong wine range includes entry-level wines with prices starting at £3.99, alongside exclusive fine wines such as Macedonian Stobi Vranec, award-winning small domain Chablis and Cheverney and Champagne.
A mobile tasting station in-store will allow shoppers to try before they buy.
In spirits, shoppers can choose from 190 lines, including Hine Rare VSOP cognac Crystal Head Vodka and Japanese Nikka whisky .
The beer and cider range features more than 200 lines, offering craft beers like Brooklyn lager and Kirin Ichiban along with the big brands.
A multibuy offer will allow shoppers to 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.
Hunter 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.”
Commercial director Kenton Burchell added: “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.”
Promotions focusing on bulk beer and wine purchases will support the opening of the Wakefield store, and shoppers will be given free glassware, wine carriers and canapés as they browse.