EXCLUSIVE: We share a first look of Woolworths’ new liquor store that comes with a sommelier

This week, Woolworths launched a new brick-and-mortar store format selling wine and liquor exclusively – a format that other SA retailers like Shoprite Checkers and Spar have been operating for some time. WCellar (also the name of Woolworths’ online wine club) opened its doors on 27 May in Gauteng next to the Woolworths Food Market in Nicolway Shopping Centre.

Rebecca Constable, Senior Wine Buyer for Woolworths, told Food24 that it is in line with the Woolworths brand vision to create a convenient and integrated “drinks shop” experience that’s inspiring, curated and tailored to all occasions and lifestyles.

“Research has told us that our customers would like to complete their entire shop with us,” she says. “At Woolworths, we are constantly looking for ways to innovate and improve on our offering of quality products, so we’re really excited about the launch of the WCellar brand extension.”

Food24 was offered the exclusive opportunity to visit the WCellar concept store ahead of its opening tomorrow. Here’s what you can expect.

Whether it’s buying a bottle of Scotch for someone special or an easy-drinking red to go with your weeknight pasta, navigating the shelves of an excessively packed liquor store can be intimidating, which is why Rebecca says that the selection on offer has been carefully considered to provide ease of choice and convenience. In addition, WCellar will be offering in-house expert advice on both wine and liquor with a sommelier (WCellar Consultant) on-hand to help guide customers and make suggestions or recommendations.

Much like the Checkers Odd Bins range, shoppers can expect to find exclusive Woolworths labelled wines that are produced through unique collaborations with local wine farms as well as Woolies-approved beers, craft beers, ciders and spirits. Look out for the recently launched premium box wine!

The store design, with its sleek sophisticated displays, is focused on creating a warm, inviting ambiance – allowing shoppers to feel at ease and encouraged to stay a while to browse, ask questions or learn something new. There is also a dedicated feature wall where WCellar Wine Club members can find their exclusive discounts. Wine-buying WRewards cardholders who regularly shop at the Nicolway Woolworths can look forward to receiving a special voucher during the launch period, which entitles them to a R100 discount on any purchase over R300.

You can find the WCellar store at the Nicolway Shopping Centre, William Nicol Drive & Wedgewood Link in Bryanston, Johannesburg. Woolworths aims to open another store in the Gauteng region in coming months, with a view to roll out to a national footprint in the future.