Wine specialist Oddbins is giving five groups of people – mums, bankers and journalists, Germans and gingers – a discount through weekends in January, in a fresh twist on money-off promotions.
In a 'love letter' to shoppers on its blog announcing the stunt, it said it wanted to give something back to groups of people who 'did not always receive the love that they probably deserved' in 2012.
The promotion will run for a different group each weekend in January and qualifying customers will be able to claim a 10% discount on full-priced wine in-store.
First up were mums, who could claim the price reduction from last Friday to Sunday. To qualify customers had to prove they were mothers in one of several ways, ranging from bringing their kids in, to toys in their handbag.
From this Friday until Sunday, January 13, it's journalists and bankers who can claim a 10% discount by showing a press or business card.
People of German descent can pop down to an Oddbins to get a discount from January 18 until January 20 and must have a passport or German Identity Card to prove their authenticity.
The Oddbins blog said: "Alternatively if you aren't carrying those around with you, you may be asked to answer a few questions to prove your Teutonic descent."
Last up are people with ginger hair, who qualify forthe deal on Friday, January 25, until Sunday, January 27.
In November the wine retailer announced that it would be rolling out 37 new stores across the UK.