Game liquor’s new instore shop stocks 34% more booze – its aisles are also more trolley friendly

Business Insider SA
Game Liquor store front. (Image: Supplied)
Game Liquor store front. (Image: Supplied)
  • Game just opened a liquor store within one of its traditional large format stores.
  • The liquor store within a store is almost 500m2 and has a broader range of alcohol products with an emphasis on spirits and wines.
  • The retailer focused the range on the wine connoisseur shopper and also has a curated catalogue of 12 wines.
  • The store has wider aisles and an improved look and feel.
  • For more stories, go to

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

The retailer opened the first in-store liquor shop inside its Eastgate Mall Game store, which has a modernised look and an improved layout.

The new store stocks 34% more alcohol products than you would find at its typical standalone stores with a stronger emphasis on spirits and wine, Duval van Rhyn, vice president for operations at Game, told Business Insider South Africa.

"We're trying to cater to the wine connoisseur. We have selected a special wine harvest that we would then highlight through the month. We’ve also collaborated with some of the biggest wine cellars in the country," Van Rhyn said.

For the shoppers with a penchant for quality wine, the retailer specially curates a collection of 12 wines under its Vintage Value offering, with bottles ranging between R50 to R150.  

It eventually plans to introduce a wine club-like programme where customers can participate in wine tastings.

For the new format, Game took some insights from its sister retailer Makro liquor, which caters to retail and wholesale customers, a category with leading market shares.

"We spent some time with the team from Makro, especially on the range selection for the store… Game has gone a long way in really creating a core and focused range for its customer," said Van Rhyn.

The liquor store is spread across 487m2 retail space, much larger than its standard standalone liquor stores, usually located outside its Game stores, with an average size of 180m2 and often with narrow aisles.

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

"The first thing that we focused on was the female shopper. We believe that our typical Game liquor stores weren't really female-friendly. So we made our aisle much wider; we’ve brought in much softer pastel colours," he said.

This is what the store looks like

The extended shopfront stands out from outside the store. It was purposefully designed to create an ‘openness and tranquillity’ in the space and is the biggest any Game Liquor has.

Game Liquor store front. (Image: Supplied)
The Game Liquor store from from the inside featuring floating display shelves. (Photo: Ntando Thukwana/Business Insider South Africa)

The store also features a spacious walk-in fridge where customers can comfortably manoeuvre a trolley without feeling constricted.

The store has an bigger walk-in fridge. (Photo: Ntando Thukwana/Business Insider South Africa)

Like what you would find in a Makro store, it has caseloads stacked for bulk purchases.

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

The aisles are more spacious than in the smaller standalone liquor stores.

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

The checkout tills featuring a raised bulkhead are also in an open space without obstructions.

The checkout till is stationed in a way that maintains spaciousness. (Photo: Supplied/Game)

While the retailer won't be rolling out the new formats in all its Game stores - because of their size, it will introduce more in Game stores located in the city or metropolitan areas.

Rand - Dollar
Rand - Pound
Rand - Euro
Rand - Aus dollar
Rand - Yen
Brent Crude
Top 40
All Share
Resource 10
Industrial 25
Financial 15
All JSE data delayed by at least 15 minutes Iress logo