Bargain Booze has launched a partnership with Iceland to increase alcohol concessions across The Food Warehouse.

A trial period began on 8th September across stores in Cheltenham, Poole and York and is expected to expand across 120 locations.

More 1,000 products from Bargain Booze, ranging from beer, wine and spirits are expected to boost Iceland’ Food Warehouse selection by double.

Customers will have access to special offers and promotions on products sold in bulk unavailable in Iceland’s regular stores.

The Food Warehouse commercial director Justin Addison said: “We’re passionate about offering our customers the best range at the best value and our latest partnership is testament to this commitment.”

Dawood Pervez, managing director at Bargain Booze parent Bestway Wholesale, said: “This partnership is a very significant move for the Food Warehouse and ourselves, and has evolved from a mutual passion to offer consumers new ways to shop – through leveraging the power of two big brands under one roof.

“It will enable the Food Warehouse customers to enjoy great choice and value by offering them the best of both worlds.

“What is also important is that this trial works for both parties as we mirror our professional values. Iceland is all about delivering big brands, foods you can trust and innovation for amazing value.

“Here at Bestway we pride ourselves on those same principles and our Bargain Booze brand leads the way in bringing choice and on-trend off-licence products to consumers.”