UK: United Wineries launches Berberana loyalty scheme

By | 27 July 2009

One of Spain's best selling wine brands, Berberana, owned by United Wineries, is launching a consumer loyalty scheme in the UK. 

Named "One Cork One Point", the scheme will see every bottle in the Berberana range come with a unique code that consumers can use to convert into points.

The strategy is designed to encourage brand loyalty and give added value to consumers, United Wineries said today (27 July).

It is hoped the initiative will also drive traffic to the website, www.berberana.com, where consumers can redeem their points for one of 14 prizes ranging from wine tastings to luxury hotel breaks with Haciendas de España.

The Haciendas de España portfolio includes the opportunity to sample the food of two-Michelin starred Spanish chef Sergi Arola, who has recently become the new face of Berberana.

James Craig-Wood, spokesperson for United Wineries, said: "During the recession, consumers are increasingly looking to the security, value for money, quality and consistency that brands provide.

As the leading supplier of branded Spanish wines in the UK, we wanted to give them something extra. The One Cork One Point scheme offers them added value and rewards their loyalty whilst also supporting retailers at point of purchase."

Sectors: Wine

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