Off-licence chain Rhythm and Booze is to launch its first specialist concept store today as part of plans to revamp the brand.
The former Rhythm and Booze store in Bawtry, Doncaster, will re-launch under the name The Tasting Note, aimed at a more upmarket audience.
The Barnsley-based business was bought by Bibby Retail, which also runs Costcutter, in 2012 after it fell into administration.
The chain has 52 stores, which are segmented into 29 price-led stores, with the remaining 23 defined as premium off-licences.
Angela Barber took over as the chain managing director last month, moving across from Costcutter, where she spent 13 years, most recently as trading direct- or.
If the new store is successful, the remaining premium stores could also be re-branded.
James Legrys, a wine maker from Copestick Murray, a Rhythm & Booze supplier, will attend the event along with Quentin Sadler, wine educator and wine writer. There is also a competition for the chance to be a brewer for a day.
Ms Barber said: “The Tasting Note concept store is all about the idea of having a sommelier on your doorstep, and so it’s fitting to have so many great taste-related events to celebrate our launch.”
The opening comes after a new flagship Rhythm and Booze store opened in Barnsley last weekend.