Sainsbury’s to supply booze to WHSmiths

UK supermarket Sainsbury’s is reportedly targeting the lucrative commuter traffic by partnering with stationer and bookstore WHSmiths to supply booze at the stationer’s Victoria station outlet.

As reported by The Grocer, the retailer will be supplying WHSmiths with around 50 products which will be sold at the stationer’s Victoria railway station outlet. The range is said to include a mixture of f major brands including Peroni, BrewDog and Pimms as well as a selection of the retailer’s private label wines.

It follows a previous trial rolled out in July last year, in which Sainsbury’s food-to-go was sold at nine of the stationer’s travel outlets. However the trial was discontinued in April.

A Sainsbury’s spokesperson said the second stage of its trial at WH Smith came as part of the supermarket’s strategy to work with new partners to grow its business and respond to rapidly changing shopping habits.  “We will review the results of the trial before deciding on the next steps,” it told IGD.

It comes as the retailer also announced it is launching a pop-up low-alcohol and alcohol-free pub in London for two days this month.

Competition for a slice of the domestic commuter travel market is fiercely competitive. In May, upmarket wine merchant Berry Bros and Rudd told db it was extending its reach to the lucrative commuter market with plans to supply a new concession in Victoria Station, following its supply deal with the Urban Express store located in London Bridge, which opened in May.