Veeno is to rebrand its Veeno Club to Veeno Family, and is looking to expand its offer for people that sign up, MCA has learnt.

Subscribers currently receive a newsletter with offers and a free wine tasting on their birthday, but Caruso says they want to broaden its offering.

Co-founder Nino Caruso, told MCA: “The plan is that in the next 12 months we should be able to make it a bit more a membership club.”

He said he was keen that the service wasn’t all about offering discounts, and that the business was looking into the possibility of a wine delivery service, with subscribers offered the chance to be the first to try new products or sign up to receive wine on a monthly basis, for example.

“We have a lot of interest in that kind of thing,” he added.

Veeno recently launched a new menu this summer. New additions include suggested ‘while you wait’ items, such as olives and Italian crisps, a greater selection of sharing boards, salads and bruschetta, with extra vegetarian and vegan options still to come.

At the same time as the menu relaunch, it also introduced an Italian-style afternoon tea, which Caruso says he been proving popular so far, and is helping to boost trade outside the business’ core ‘after work’ trading hours.

Veeno is due to open its next site in Norwich, at Castle Terrace Mall, on 19 September, with Chancery Lane and a site in Woking – within Morris House on Commercial Way – to follow later this year.