The agreement – with specialist wine club provider My Wine Club and the online sales promotion and web technology company AI – includes clubs for charities and public sector organisations. These include the Royal National Lifeboat Institution, the Ministry of Defence, the Federation of Small Businesses, British Eventing and the Caravan Club. Further clubs are planned for 2011.
Angela Mount, head of trading and marketing for Your Favourite Wines, said: “We are getting more and more approaches from businesses, affinity partners and major institutions who want to include recognised and trusted wine names as part of their reward scheme or wine club. We are in a perfect position to deliver this.”?My Wine Club has signed a licensing agreement to supply drinks bearing the RAF brand identity.
The RAF range will be sold through Your Favourite Wines and in supermarkets.