Virgin Wines, the Richard Branson-owned direct-to-consumer firm has been appointed as the exclusive wine partner of Great Western Railways (GWR) and has also penned a multi-platform partnership with tech retailer Currys.
The wine retailer’s partnership with GWR will see it become the sole supplier for the train operator’s entire network, with lines running across ten counties and through South Wales.
The new deal is GWR’s first change of wine supplier in 20 years, and a bespoke range has been created for the occasion, curated by GWR’s logistics partner Rail Gourmet.
Virgin Wine’s multi-channel partnership with Currys will also be a big boost to the brand as it looks to expand customer acquisition and market share.
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This collaboration will see Virgin Wines promotions offered to the tech retailer’s customers across online and offline channels, product dispatch materials, email marketing campaigns and in-store campaigns.
These latest deals mark a strong marketing drive from the wine retailer in recent months, also striking up collaborations with Moonpig, Arena Flowers and Virginia Haywood.
“Despite the uncertain market conditions and the escalating cost of living for consumers we remain extremely positive about the prospects for our business,” Virgin Wines CEO, Jay Wright said.
In March and April 2022, we recruited over 17k new members, with the vast majority joining one of our subscription schemes, a record number over the past 12 months, outside of our peak periods of November and December.
He added: “We have accelerated investment in customer acquisition whilst remaining focused on our disciplined approach, ensuring that marketing cost per acquisition remains stable and the quality of customer remains high.
“Engaging in partnerships with leading brands is central to our customer acquisition strategy. We work extremely hard to provide an exciting and targeted range of products to suit the needs and desires of the customers of our valued partners, and look forward to seeing these partnerships thrive into the future.”
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