Tesco relaunches its club

Published: 23 July, 2008

Tesco has launched a new-look wine club intended to encourage customers to experiment more with wine and move up the quality scale. It's free to join, and the membership currently stands at 465,000, with a target of 500,000 by February 2006. Benefits for the member will include access to wines and offers not available in-store, special discounts, the chance to enter competitions and invitations to Tesco wine events, such as the recent Tesco Wine Fairs in Manchester and London in October this year.

They will also receive the Tesco Wine Club magazine, featuring contributions from the 18-strong wine team with advice and information on various aspects of wine, including regions, grape varieties, wine and food matching, and new wines. The first issue includes a seasonal selection of wines for Christmas, a masterclass from Phil Reedman MW on the wine journey from barrel to bottle, and a Burgundy focus from French wine buyer Graham Nash. The idea of a wine club is not new to Tesco; the store has been producing newsletters for members for several years. Tesco declined to comment on what particular changes had been made to the club for the new launch.

Waitrose is another multiple retailer looking to capitalise

on the wine market with the introduction of a new website: waitrose.com/wines. More than 900 lines, including many

from the premium Inner Cellar collection, will be made available, and the online customer will also have access to a new range of mixed wine cases at a cost of 49 to 99, featuring selections made according to style, grape and region.

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