First Quench has become the fifth sponsor of the Nectar loyalty card scheme and the first non-founding partner.
Cardholders will be able to use their cards and collect points in First Quench's Thresher, Wine Rack and Haddows outlets from spring 2003. First Quench sales and marketing director Kevin Styles said that he hoped the deal would drive the further growth of Threshers, after a £20m investment in the brand this year.
"This is a major coup for our business," said Styles. "We are confident that the Thresher name will offer an incentive to consumers who have not yet signed up for a Nectar card."
Richard Campbell, marketing director of Loyalty Management UK, the company behind the Nectar programme, said: "The agreement with First Quench doubles our high street presence overnight. We believe First Quench will contribute significantly to Nectar's next phase of growth."

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