Oddbins trials smaller stores under new brand

By Ed Owen, marketingmagazine.co.uk, Tuesday, 30 November 2010 10:45AM

Upmarket off-licence chain Oddbins is to trial a new smaller store format called Oddies, as well as doing more to showcase local beers.

Oddbins: to open Oddies smaller format stores

The trial stores will be opened at eight spots owned by the group, but not currently used.

The Oddies shops will feature fewer lines – around 450 compared to 1,000 in larger stores – and some cheaper wines, in addition to a selection of locally produced beers.

Simon Baile, Oddbins managing director, said beer was a growth area, and Oddbins had seen a 3% increase in beer sales, which reverses a wider national trend of sharply declining sales.

He said: "Brewers will be invited to showcase their beers to customers at tasting events in the stores, a change from our regular wine-tasting programme, giving customers the chance to sample the beer and meet the brewers."

This article was first published on marketingmagazine.co.uk