Bargain Booze has appointed its first master of wine.

Susan McCraith MW will work as a consultant for the off-licence chain to develop its wine range. She will review the range across the retailer’s 615 stores.

She has more than 20 years’ experience in the wine industry, including 10 years as a wine buyer for Waitrose. She then set up a fine wine business in Bristol and is the current chairman of the West of England Wine & Spirits Association.

“There is clearly a big opportunity for Bargain Booze to increase its wine revenues by introducing range, pricing, merchandising and promotional initiatives that appeal to existing and new customers,” McCraith said.

“I’m looking forward to working with the company’s team, franchisees and suppliers.”

Bargain Booze CEO Diana Hunter added: “A significant number of our customers already shop the wine category and our aim is to improve their enjoyment and experience. We plan to leverage Bargain Booze’s brand strength and high street footprint to grow our wine sales across the estate.

“Susan’s appointment is key in fulfilling the potential of the wine category for our business and shaping our plans with our buying team, our suppliers and our franchisees,” she added.