A case of Bargain Booze

This market for alcoholic drinks sold for home consumption has become increasingly dominated by the multiple grocery chains at the expense of small specialist off‐licences. However, one specialist company, Bargain Booze, which specialises in the sale of a limited range of leading brands at competitive discount prices via a franchised network of corner shop outlets, seems to be “bucking the trend”. Provides a short case study of Bargain Booze. The case includes a review of the changing structure of the off sales trade, an outline of Bargain Booze’s origins and development, an examination of the principal elements in the company’s retail marketing mix and concludes with a discussion of the past, and potential future, market development strategies.