Liqour selections

Game liquor’s new in-store store stocks 34% more alcohol – its aisles are also more cart-friendly

Facade of the Game Liquor store. (Picture: provided)

  • Game just opened a liquor store in one of its traditional department stores.
  • Liquor store in a store is almost 500m away2 and offers a wider range of alcoholic products, with an emphasis on spirits and wines.
  • The retailer has focused its range on the wine connoisseur shopper and also has a curated catalog of 12 wines.
  • The store has wider aisles and an improved appearance.
  • For more stories go to www.BusinessInsider.co.za.

Massmart-owned retailer Game has just opened a new shop-format store for its liquor business, allowing customers to purchase a more comprehensive selection of liquor from its traditional Game store.

The retailer opened the first in-store liquor store at its Eastgate Mall Game store, which has a modernized look and improved layout.

The new store stocks 34% more alcoholic products than its typical stand-alone stores, with a stronger focus on spirits and wine, Duval van Rhyn, vice president of operations at Game, told Business Insider South Africa. .

“We try to please wine connoisseurs. We have selected a special wine harvest which we will then showcase throughout the month. We have also collaborated with some of the largest wineries in the country,” said Van Rhyn .

For shoppers with a penchant for quality wine, the retailer is specially curating a collection of 12 wines as part of its Vintage Value offer, with bottles ranging from R50 to R150.

He plans to eventually introduce a wine club type program where customers can participate in wine tastings.

For the new format, Game relied on ideas from sister liquor retailer Makro, which caters to retail and wholesale customers, a category with dominant market shares.

“We spent time with the Makro team, particularly on the range selection for the store… Game has come a long way in really creating a core and focused range for their client,” Van said. Rhyn.

The liquor store spans 487m2 retail space, much larger than its standard stand-alone liquor stores, usually located outside of its gaming stores, with an average size of 180m2 and often with narrow aisles.

The store’s design was executed to be more female-friendly, Van Ryhn said.

“The first thing we focused on was the female shopper. We feel that our typical Game liquor stores weren’t really female-friendly. So we widened our aisle; we introduced pastel colors a lot softer,” he said. .

This is what the store looks like

The enlarged storefront stands out from the exterior of the store. It was deliberately designed to create ‘openness and stillness’ in space and is the largest of all Game Liquors.

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Facade of the Game Liquor store. (Picture: provided)

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The Game Liquor store seen from the inside with floating displays. (Photo: Ntando Thukwana/Business Insider South Africa)

The store also has a spacious walk-in refrigerator where customers can comfortably maneuver a cart without feeling cramped.

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The store has a larger walk-in refrigerator. (Photo: Ntando Thukwana/Business Insider South Africa)

Like what you’ll find in a Makro store, there are stacked boxes for bulk purchases.

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The bulk workload section similar to a Makro liquor store. (Photo: Ntando Thukwana/Business Insider South Africa)

The aisles are more spacious than in smaller stand-alone liquor stores.

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The aisles are much wider than typical Game Liquor store aisles. (Photo: Ntando Thukwana/Business Insider South Africa)

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The aisles are much wider than typical Game Liquor store aisles. (Photo: Ntando Thukwana/Business Insider South Africa)

Raised partition checkout boxes are also in an unobstructed open space.

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The cash register is positioned to maintain space. (Photo: Supplied/Game)

While the retailer won’t be rolling out the new formats to all of its Game stores – due to their size, it will be introducing more to Game stores located in the city or metropolitan areas.