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Berberana launches 'One Cork One Point' loyalty scheme

Published:  24 July, 2009

Berberana has launched a consumer loyalty scheme involving a wine cork, in an initiative that aims to encourage brand loyalty.

One Cork One Point, has a specially adapted foil containing a code that consumers can use to convert into points and gives the added possiblity of winning a luxury week in Spain for two people.

Consumers can pick up their points from the Berberana website in exchange for one of fourteen rewards including food and wine tastings, exclusive restaurant experiences and luxury hotel breaks with Haciendas de España.

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."