Iceland and Bestway Wholesale have teamed up to bring Bargain Booze concessions to The Food Warehouse.
A trial kicked off this month, with dedicated Bargain Booze sections introduced at stores in York, Poole and Cheltenham.
The tie-up is expected to expand further across The Food Warehouse’s 120 locations if successful.
The dedicated in-house off-licence will more than double The Food Warehouse’s alcohol range with the addition of flavoured spirits, world beers, craft lager and hard seltzers.
The range will consist of over 1,000 products and will feature Bargain Booze promotions and special offers.
“This partnership has evolved from a mutual passion to offer consumers new ways to shop – through leveraging the power of two big brands under one roof,” said Bestway Wholesale MD Dawood Pervez.
“It will enable The Food Warehouse customers to enjoy great choice and value by offering them the best of both worlds.
“What is also important is that this trial works for both parties as we mirror our professional values. Iceland is all about delivering big brands, foods you can trust, and innovation for amazing value. Here at Bestway we pride ourselves on those same principles and our Bargain Booze brand leads the way in bringing choice and on-trend off-licence products to consumers”.
The Food Warehouse commercial director Justin Addison said: “We’re passionate about offering our customers the best range at the best value and our latest partnership is testament to this commitment.”
Iceland is the second discounter that Bestway has begun working with this month. The wholesaler is also supplying alcohol to Poundland as it launches in beers, wines and spirits for the firrst time.