Constellation Europe has launched a trade loyalty scheme for its Jack Rabbit wine brand in the UK.

The company said late last week that the scheme for the on-trade exclusive brand will offer licensees in the country an incentive to swap 'bunny points' for POS materials, gifts or leisure experiences.

Launching on 1 April, the Jack Rabbit Wine Club will be free to join and will offer branded POS materials such as glasses, carafes, chalkboards and ice buckets, or gifts such as a Sony DAB radio, a barbecue or a Nintendo DS.

Activities such as a spa day, a UK vineyard tour with a tutored tasting or motor racing at Silverstone can also be swapped for points.

"We recognise that these are tough times for licensees and want to try to alleviate some of the pressure by helping supply basic POS materials for free or perhaps an experience to give them a break and a day to remember," said Clare Griffiths, VP of European consumer marketing for Constellation.

Jack Rabbit is available exclusively to the on-trade at a wholesale price of around GBP4.00 (US$5.52) for 75cl.