Off-licence chain Wine Cellar has earmarked 20 stores for conversion to its Simply Drinks format after trial stores reported encouraging sales uplifts.
The chain, which runs almost 200 stores under the no-frills Booze Buster brand and 48 under the more upmarket Wine Cellar brand, has been trialling two fascias - Simply Drinks and The Big Drink, to find a middle ground. Simply Drinks had proved by far the most popular of the two with customers and managers, said a spokesman.
“It was clear which one we should go with,” he said.

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