First Quench, owner of the Thresher, Wine Rack and Haddows chains, will issue Nectar points from next spring, when it will join founding sponsors Sainsbury's, Barclaycard, BP and Debenhams.
The deal is an ambitious stage in First Quench's revival under chief executive David Williams and marketing director Kevin Styles. The group invested £20m this year in shop refurbishments, staff training and product development, and overhauled its marketing strategy to make it more customer-focused.
Customers earning Nectar points in First Quench stores will be able to redeem them for a range of rewards including McDonald's meals, Odeon cinema tickets and days out at attractions such as Legoland.
"We are confident that Nectar customers will value the addition of a dedicated drinks retailer, and that the Thresher name will offer a great incentive to consumers who have not yet signed up," said Styles.
Nectar owner Loyalty Management UK (LMUK), said it had registered 11 million active users just two months after launch. This makes it the UK's biggest loyalty scheme, and it aims to sign half of UK households in its first year.
Its claim sparked a row with Tesco, which said it had more registered Clubcard users (Marketing, November 21). LMUK also admitted not all the cardholders had registered at the time of its claim.