This week sees the launch of the trial of Bestway’s new and exciting premium-led drinks format – Tippl – which has opened its doors in Garforth, Leeds.
The exciting new store concept is a development of Bestway’s Wine Rack stores that have been hugely successful as a quality drinks-led specialist that services the local communities within which they are situated.
The Tippl concept extends the Wine Rack model in high footfall areas in order to meet further shoppers’ needs across the full day. The new format includes a strong food-to-go proposition alongside premium meal solutions that can be enjoyed in store across breakfast, lunch and dinner.
Tippl stores will provide shoppers with a great food experience (whether eating-in or eating-out of store), whilst showcasing the exceptional range of Wines, Spirits, Ales, Craft Lagers & Mixers that Wine Rack is so renowned for. There will also be an on-trade proposition which means customers can enjoy food with their favourite tipple inside the store itself.
Furthermore, Tippl will drive further value-add to the consumer through a series of strategic partnerships with some of the most specialist brands in the business. It introduces barista coffee (from Tchibo Coffee International), freshly baked pastries, stone baked pizzas and loaded nachos (from Country Choice), and an expanded beer range which includes fresh draught ale to take away courtesy of Craftbeer Growlers.
And it doesn’t stop there… Delicious gourmet frozen food is available from Gourmade Foods along with an exceptional range of chilled and ambient snacks and nibbles from Cotswold Fayre. Consumers can also enjoy locally produced Ice Cream, and a Chilled Deli and Dessert proposition.
According to Managing Director of Bestway Wholesale, Dawood Pervez, Tippl is a concept that has evolved from analysing localised data across the Wine Rack’ estate, using insight that is providing valuable intelligence for the business to identify who is in the vicinity of the store, and when they are physically there, to identify their needs.
“As the industry will be very aware, 2020 has been a catalyst for change in consumer buying behaviours and the need for agility in all businesses is evident in order to meet those changes.
“Wine Rack has been hugely successful as a drinks-led specialist and Tippl is an extension of the Wine Rack format that is building on that success and evolving in line with market trend.
The result is a more contemporary offer that focuses on high-traffic areas and upsells on range as a premium-led drinks specialist whilst importantly, offering the consumer more value across a full day’ offer.
“Consumers will not only be able to pick up their favourite ‘tipple’ but they will be able to enjoy breakfast, lunch, and dinner, with some great meal solutions.
“Another key difference with Tippl is the inclusion of an “on trade” proposition – so imagine being in your local Tippl store relaxing with a great wine or beer with some nice deli meats and olives, or premium pizza. We will also be serving Barista Coffee & Pastries during the day to create a completely different environment for customers to visit and be able to browse the range.
“We are continually reviewing our store propositions and this will continue to be an ongoing focus for our business as we adapt fast to changing needs in the market and look to support our retailers and help them make more possible through fresh innovation that leads the market.”
Bestway has confirmed that the Garforth site was selected for the first Tippl store as the demographics around the store provide a premium shopping need for both drinks and food.
“Service and knowledge are key to this format and our store colleagues have been undertaking additional training to ensure they are able to provide that crucial product knowledge to meet customers’ expectations from this type of store.
“It is a truly exciting and market leading proposition that will see us bring together a great range of drinks, food, and service”.