The Whisky Exchange has launched a new loyalty programme called Friends of The Whisky Exchange, offering members exclusive bottlings, early access to products, discounts and shared knowledge. The scheme went live on Tuesday 31 March for existing newsletter subscribers, with wider availability for all customers from mid-April.
The global spirits retailer developed the programme following a consultation with its customer base. It arrives six months after the company unveiled a refreshed brand identity.
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Friends of The Whisky Exchange is open to customers worldwide who have made a purchase via the website. Members must actively opt in rather than being added automatically, a move designed to ensure that everyone in the community has chosen to be there.
Laura Elleray, CRM Manager for The Whisky Exchange, said: “The Whisky Exchange has always been, first and foremost, about providing great service to the drinks community. The company was founded by a very well-known whisky lover, and over the years we’ve bought exclusive releases and experiences to our customers.”
Elleray added: “Friends of The Whisky Exchange will reward our customers for their continued partnership and trust in us to bring them the best the whisky, fine wine and spirits world has to offer.”
Members will receive a quarterly reward alongside exclusive content. The programme also gives participants the opportunity to provide feedback and suggestions on new products and exclusive releases.
The scheme is launching as a digital-first initiative. In-store customers will be able to join the loyalty programme at a later date, though no specific timeline has been confirmed.
Customers who wish to sign up can do so via an invitation email sent to existing subscribers. From 15 April, new members will also be able to join through the checkout process on the website.
TLoyalty programmes have become an increasingly common tool in the spirits sector, where collectors and enthusiasts often seek privileged access to limited-edition releases.
