Spain’s number one selling wine brand Berberana is launching the first ever consumer loyalty scheme involving wine – One Cork One Point.
Every bottle within the award-winning Berberana range will come with a specially adapted foil containing a unique code that consumers can then use to convert into points. In addition, consumers can win just by opening a bottle of Berberana and finding a cork that wins a luxury week in Spain for two people.
The strategy is designed to encourage brand loyalty and give added value to consumers at a time when they need it most. The new Berberana website – www.berberana.com - will act as the central consumer hub for all global activity and brand messaging. The One Cork One Point initiative will drive traffic to the website where consumers can redeem their points for one of fourteen rewards including food and wine tastings, exclusive restaurant experiences and luxury hotel breaks with Haciendas de España.
The Haciendas de España portfolio includes luxury five-star boutique wine hotels, chic spa facilities, state-of-the-art wine visitor centres and a chain of new-wave Spanish restaurants headed by internationally renowned two-Michelin starred Spanish chef Sergi Arola. Arola has recently been unveiled as the face of Berberana and as part of the One Cork One Point loyalty scheme, consumers will have the opportunity to sample his award-winning food at his restaurant, Durius River Café.
Commenting on the new initiative, James Craig-Wood, communications manager 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.”
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