Itaú Unibancos launches a wine club in partnership with the importer Grand Cru.| Photo: Bigstock

Banco Itaú entered the retail recurrence market and, for this first step, chose the world of wines. In partnership with the importer Grand Cru, the bank launched this month O Clube de Vinhos. The subscription is exclusive to bank customers, and is divided into two plans: “To Know”, aimed at people who want to learn more about the drink (R$79.90/month), and “To Impress”, with more sophisticated labels (BRL 499.90/month).

Subscription has no minimum period and no cancellation fee. The labels are curated by sommeliers from Grand Cru, the largest wine importer and distributor in Latin America. Among the benefits that come with the subscription are free shipping, redemption of gifts, discounts on monthly fees and extra bottles at no additional cost.

“Unlike traditional wine subscription models, we seek to reward subscribers’ length of stay. We want them to stay because we deliver the best. We did a lot of research and studied the market a lot to understand what we could offer as a differential and that was adequate to the public’s wishes”, says the director of Itaú Unibanco, MicheleVita.

Customers will also cashback 15% in points when purchasing Grand Cru wines at the Itaú Shop. For purchases in physical stores of the importer, there will be a 15% discount. In addition, the club includes discounts on experiences at Wine Locals and free corkage at partner restaurants.

“This product is a first step by Itaú to explore the retail recurrence market, in line with our history of innovation in the banking sector. We already have very positive experiences in the technology segment, with the iPhone forever and Samsung’s Always”, says the director of Itaú Unibancos.