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Threshers launches consumer wine club

Published:  23 July, 2008

Threshers has unveiled On Taste, a new consumer wine club that launches at the end of November. Membership is free and benefits include free bottles of wine with minimum purchases of Radcliffe's wines.

Other perks include a quarterly newsletter with advice and useful information on the world of wine, and 'exclusives' on wines not yet available in Threshers stores. Members will also be automatically entered into a prize draw to win a trip to Champagne.

The company says it wants to use the club to help more people understand and enjoy wines. Consequently, there are plans for members-only tastings hosted by knowledgeable but plain-speaking wine experts.

On Taste club members will also receive a copy of the Essential Grape Guide, a pocket-sized 'ready reckoner to help wine lovers through the maze of grape varieties and food pairings when they are out and about'. Even more ambitious plans include discounted wine tours to wine-growing regions around the world, including Italy, Chile and Australia.

The launch of On Taste follows the signing of celebrity chef Gordon Ramsay to select a variety of Threshers' wines to partner recipes from his book Sunday Lunch, a marketing

effort that includes a set of recipe cards to collect from Threshers stores.

Jonathan Butt, head of global buying for Thresher, said: 'By recommending specific bottles of wine each season from the recently enhanced wine range we aim to take our customers on a voyage of discovery through the major grape varieties and wine styles and help them get more out of their bottle of wine.

'It's about getting people to think about what they are drinking, in an informal setting. It's about fun too.'