Jack Rabbit, the UK’s number one on-trade wine brand[1], is launching a new mobile app for its popular Wine Club, allowing its members to engage with the brand and redeem reward points digitally.

Available from February, the free app will make it easier for members to be rewarded and demonstrates the brand’s continued investment. The app will also provide helpful tasting notes, information on wine varietals and food and wine pairing advice, as well as displaying the Jack Rabbit wine catalogue.

The Wine Club is now in its eighth year and Jack Rabbit ‘bunny’ points were previously required to be physically cut out from the wine’s outer cases, then shared in the post to be redeemed.

Following the launch of the app, Jack Rabbit has begun the transition of all outer cases to remove the physical bunny points and replace with a unique code instead. Each unique code will represent one bunny point which users can easily add onto their account via the app. Points are used to redeem free POS to use in outlet, or on other items such as iPads and gift cards.

Jack Rabbit’s Pinot Grigio was the UK’s favourite wine in pubs last year[2] – the brand also holds 33% of the volume share and 32% of the value share within the Top10 Brand Families in the on-trade[3].

Tom Smith, Marketing Director – Europe, at Accolade Wines, said: “The Jack Rabbit Wine Club was created to reward our customers for stocking the industry-leading Jack Rabbit wines. As the club approaches a decade in existence, we wanted to show our appreciation and give more back to our members.

“We pride ourselves on the hand-selected range of gifts, incentives and POS items that make up our rewards catalogue. Now, with the increased functionality of the Jack Rabbit app, we can offer new and innovative ways to reward our members. Our new app is just one of many exciting developments we are launching this year for Jack Rabbit.”

[1] CGA on-trade wine report 2021

[2] The Drinks List, 2022

[3] CGA P08 Wine Report 21

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