UK: Tesco rewards wine lovers

08 May, 2009

Tesco has given Clubcard a major overhaul and wine is a major focus.

Tesco has given Clubcard a major overhaul and wine is a major focus. £150 million will be invested for the Clubcard relaunch.

Recent Wine Intelligence figures from the WSTA show low spending consumers are being forced out of the wine buying category altogether. In addition 26% of wine drinkers now choosing to drink at home rather than going out, Tesco are responding to customer demand and maximising their spending power.

From 11 May, each £5 Clubcard voucher can be doubled up for a £10 rewards token, to spend  in a department of their choice. In wine, Champagne and fortified wines, rewards tokens will help customers to trade up, treat themselves and explore new regions. With no restrictions on the range, customers are able to choose whatever they want to suit their lifestyle. 

Dan Jago, Director of Beers Wines and Spirits: “It is clearly part of our responsibility as the UK's leading wine retailer to help customers’ maintain their interest in wine and participation in the wine category even when they are feeling the pinch. Offering customers the chance to double up the value of their Clubcard tokens is an opportunity for them to experience some great bottle of wine or Champagne they may not have tried before for half its usual price."