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Virgin's BOGOF goes for broke

Published:  23 July, 2008

By James Aufenast

Virgin Wines' buy-one-get-one-free (BOGOF) is proving so successful it may extend the promotion. The company is prepared to add to its allocation of 10,000 free cases of wine, claiming that it was selling 1,000 a day on the special give-away offer. A second, free, mixed case, worth 65, is being offered for every new buyer of a case from Virgin. The promotion, intended to last for two weeks, could run on due to large amounts of stock available, and the quality of those buying the cases, said marketing director Chris Mitchell. "We have many more to offer, if we wish, and if we find that people are spending money on the first case, and the quality of new registers is good we will extend the offer," said Mitchell. The offer is available to anyone who logs on to the site, but Virgin is flagging the buy-one-get-one-free on Egg, Interactive Investor International and America Online, sites with which it has been heavily involved. "It's an expensive way of getting new customers," said Mitchell, "but it works out cheaper than advertising." Virgin has spent nothing on advertising the deal, but will take out advertising in national newspapers this Christmas for some further activity. "I have big things planned," said Mitchell.