Coles has announced its latest collectable campaign, in which customers can earn ‘glassware credits’, to redeem on Schott Zwiesel ‘PURE’ Tritan crystalline glassware.

In previous campaigns, Coles customers could earn credits towards things like cookware for every $20 spent in one transaction, when they scan their Flybuys card. In this latest collectable promotion, Liquorland purchases will be included for the first time.

The inclusion of Liquorland into the campaign makes great sense, given that the European Schott Zwiesel glassware range on offer in the promotion includes tumblers, Champagne flutes, white and red wine glasses and a decanter. To complement this, Coles has also introduced other drinks accessories for purchase separately, including a Schott Zwiesel double wall stainless steel wine cooler, stainless steel cocktail shaker and spoon set and stainless steel six-piece ice cube and tong set.

Recent research from Coles suggests there is great demand for homewares like this in support of entertaining at home, with red wine glasses and tumblers among the top-selling essentials. According to the retailer, demand for homewares has grown nearly 50 per cent post-COVID.

Coles Chief and Commercial and Express Officer, Leah Weckert, said the new campaign is intended to cater to this demand and make quality homewares more accessible for Australian consumers.

“Our customers love our continuity programs, and we see this through increased participation and satisfaction scores each time we run these campaigns. We have now over 22 million kitchen items in Australian households – from MasterChef knives and cookware to KitchenAid bakeware,” Weckert said.

“As we come into the peak entertaining season of the year, we’re delighted to reward our customers with free quality glassware by one of the leaders in glassware, so they’re equipped with trendy, restaurant-quality products they’d be proud to serve their guests.”

Customers will receive one glassware credit when they spend $20 in one transaction and scan their Flybuys card at Coles or Liquorland, both in-store and online. There are also bonus credits on offer when consumers purchase certain participating products in these transactions, including on more than 100 drinks options at Liquorland.

“Another great element of this program is working with our suppliers to offer BONUS credits on thousands of household items at Coles – and now at Liquorland too, making it even easier for customers to collect the full range than ever before,” Weckert said.

Consumers can redeem credits for glassware at Coles or Coles online, starting from 20 credits for a pair of short tumblers, through to 50 credits for a decanter. Customers can also choose ‘half credit, half pay’, or purchase for full retail price.

Brydie Allen

Brydie Allen is the Editor of National Liquor News. She has been with Food and Beverage Media since 2019, when she joined the company as a journalist across National Liquor News, Bars & Clubs, The...

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