21. A Toast to Just Wine Club

Photo: Just Wine Club members also get to attend exclusive events including wine tastings, wine pairing dinners and “cellar door” sales. Source: FairPrice Group

When FairPrice spotted an uptick in wine appreciation among Singaporeans in the new millennium, it began brewing a new plan to make wine more affordable.

Just Wine Club, a fee-based membership club, was launched in July 2012 for both wine novices and connoisseurs. For an annual fee of $20, members receive perks such as an 8 per cent discount on wines purchased at FairPrice supermarkets and other retail outlets under the FairPrice umbrella.

Members are also privy to exclusive events such as wine tastings, wine pairing dinners and “cellar door” sales. Membership has grown significantly over the past decade. It started with 351 members in 2012 and now has 20,000 active members. Members can choose from a selection of over 300 different wines, and also enjoy special flash promotions like a Wine & Food set at selected outlets.

A club that makes the world of wine more accessible for all? Let’s drink to that.

Since its humble beginnings in a corner of Toa Payoh, NTUC FairPrice has become the quintessential Singaporean supermarket. The leap from a single store to a grocery giant is a tale of retail reinvention – a half-century journey that saw the cooperative confront crises and challenges, revamps and even robbers.

As it expanded and evolved, FairPrice never wavered from its core mission: to moderate the cost of living for consumers. It Takes a Great Deal - A Catalogue of FairPrice Group Stories encapsulates the birth of the consumer cooperative in 1973 and its transformation into a $4 billion food enterprise that is now called FairPrice Group.

Through 50 remarkable stories, we celebrate the people, products and places that mark significant milestones for the food retailer over the last five decades, charting its growth and successes in the past, present and into the future.