Wine specialist Direct Wines and loyalty card scheme Nectar have joined forces to launch the Nectar Wine Club to cash in on the UK’s £5.2bn off-sales wine market. The club is being launched at the same time as the Nectar Wine Plan, which cardholders can join to receive wine at regular periods throughout the year.
Nectar cardholders can buy cases of wine with a combination of cash and Nectar points. John Sheekey, Nectar marketing director, says one of the benefits of the club is the flexibility that cardholders can pay for the wine.
Nectar points can already be collected at Sainbury’s, Debenhams, BP, Beefeater, EDF Energy, American Express and a host of other companies. The scheme now has 15m members and is owned and managed by Loyalty Management Group, the company founded by marketer Sir Keith Mills. The group also owns the Air Miles brand.