Booze Buster-McColl deal rolls out across 220 shops

Wine Cellar trial pays off and convenience deal will more than double outlets

Wine Cellar will open 220 Booze Busters at branches of Martin McColl convenience shops over the next year.

The agreement comes after the 14 joint-branded shops trialled last year showed good results."Sales at those shops increased by 12 per cent," said Wine Cellar managing director Paul Gaskell.

The deal will more than double the number of Wine Cellar outlets - it has 185 at the moment, made up of 130 Booze Busters, 34 Simply Drinks and 21 Simply Food & Drinks.

It will also see the retailer move into Scotland for the first time, at branches of RS McColl convenience shops, and may also roll out to Northern Ireland.

In England and Wales, McColl's and Martin's branded shops will be fitted out with dedicated Booze Buster areas, focusing on the format's canned beer deals and three-for-£10 wine offers.

Gaskell said it would be up to Martin McColl to decide whether any more of its 1,300 shops would be converted to the joint branding.

He added: "More will be rolled out as McColl's itself grows."

Wine Cellar is coming to the end of a revamp of its existing Booze Buster shops, and should finish the remaining 30 by the end of the year.

Wine Cellar profiled, Market report, page 26.