Oddbins has launched a smaller format under the name Oddies as it aims to return the business to profit.
The off licence chain has also introduced local beers as its seeks to bounce back into the black for the first time in six years.
Managing director Simon Baile, who led a buyout of the business in 2008, will be reopening eight closed shops under the Oddies fascia, in locations including Newcastle, Liverpool and Chester. An Oddies shop in Stamford is already trading.
The format is smaller than a standard Oddbins and sells around 450 lines, compared with the 1,000 that Oddbins usually carry.
Baile told The Times he expects the retailer to return to profit in the next financial year, after further restructuring.
Oddbins mad e a loss of £4.6m in 2009, compared with a loss of £6.3m in 2008. Baile said Oddbins would finish the year in positive territory for like-for-likes – for the first time in about eight years.