Coles Liquor has announced the relaunch of the Vintage Cellars customer rewards program, which will now be known as the VC Club.

Previously known as the Vintage Cellars Wine Club after it originally launched in 1994, the new and refreshed program allows members to be rewarded for their loyalty with special offers across all categories – wine, beer and spirits.

To celebrate the milestone occasion, Vintage Cellars is launching a promotion where members can win a bottle of ultra-rare Yamazaki 55 Year Old Japanese Whisky. Every member who makes a purchase of at least $100 between 2 March and 26 April will go into the draw to win the special whisky, which defied sales records in 2020 when it sold for the equivalent of AUD $1,075,000 at an auction in Hong Kong.

Ed Scully, Vintage Cellars Business Category Manager, said the relaunched program and the competition illustrated the evolution of the Vintage Cellar’s brand and offering since the first store opened in Adelaide in 1951.

“Since its beginnings as a single independent bottle shop to now having 86 stores across Australia, Vintage Cellars has become synonymous not just with quality wines but also with spirits and beers,” Scully said.

“As part of the Coles Liquor Group since the 1980s, we have been careful to maintain and nurture that independent spirit by offering top-quality drinks from local producers to suit the tastes of local customers.

“Vintage Cellars customers have always been at the vanguard of fresh trends, whether that’s new wine varieties or the explosion of craft gin in recent years and our re-imagined rewards program has been designed to reflect a broader range of customer preferences.

Yamazaki 55 Year Old Japanese Whisky

“Wine will always be a hugely important part of our offering, however Australian drinking trends have evolved in line with the emergence of exceptional craft beers, boutique spirits, and premium global products, such as Japanese whisky.

“I’m thrilled that we now have a loyalty program that rewards all of our customers, whether they are wine lovers, spirit drinkers, craft beer lovers or a blend of all three.”

The relaunched VC Club will deliver immediate rewards to both new and existing customers, and will be personalised to the unique profile of each member.

Revamps to the program were driven by customer research by Vintage Cellars which found members wanted immediate rewards on all purchases, as well as access to exclusive content and events.

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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