#1 French varietal wine brand in the world , JP Chenet, owned by Les Grands Chais de France, launched a reward-based loyalty scheme, the ‘JP Chenet Club,’ to increase loyalty to the brand amongst its UK consumers. From March, on-trade customers will also be invited to join the initiative.
Founded in 1984, the JP Chenet brand has a global presence in 165 countries and in 2016, 66million bottles of JP Chenet wines were sold around the world. The brand’s existing core consumers are younger than average non AOP wine shoppers and among the most loyal consumers.
To build upon this successful shopper engagement, the new UK loyalty programme invites consumers who have purchased a JP Chenet product to sign up for free and become a member of the JP Chenet Club.
In order to register, consumers enter a unique code from the back label of their off-trade wine purchase into the space provided online at www.jpchenet-club.com. Each unique printed code corresponds to a number of points: 50 points for 18.7cl single serve bottles or 100 points for 75cl bottles. The on-trade is also invited to join the JP Chenet Club from March with points available from every 10-litre Dispense Box. Points accumulate over time until members choose to redeem them against a range of branded prizes. These include umbrellas, cool bags and glassware, plus there are new prizes for 2017 such as baseball caps, flip flops, mousepads, notebooks and bracelets that are designed to appeal to younger drinkers.
There are additional ways to boost points to redeem against prizes, with every on- and off-trade member receiving 100 points credited to their account on their birthday, and a reward of another 100 points when they invite a new member to sign up.
“JP Chenet is launching this on-going campaign in the UK to reward our loyal consumers and to attract new consumers with our new contemporary design” comments Mark Kears, Managing Director of Les Grands Chais de France.
“As the number one French varietal brand we strive to keep our brand relevant and are investing significantly and directly with our consumers. It’s key that our customers remain at the heart of the brand, and the new JP Chenet Club will allow us to increase our level of engagement with new and existing loyal consumers who are long-standing fans of our wines.”
There are four ranges of JP Chenet wines in the UK: a collection of seven ‘Original’ varietal wines, two ‘So Fruity’ flavoured wines, the rich and smooth ‘Reserve’ wines and a further two ‘Ice’ sparkling wines created to be poured on the rocks. JP Chenet Original varietal wines are widely distributed in all off-trade channels and can also be found in draught format in the on-trade.
The JP Chenet Club is one of several major marketing initiatives that the brand is launching in 2017, following a packaging re-fresh in March and with multiple on-pack promotions planned for the spring.