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Minds + Machines (LON:MMX) has joined forces with the owners of .club and .bar to promote jointly its own .beer and .vodka domains.
The ‘bundle’ of domain names will target US nightclubs and bars through an agreement with Name.com, North America's second largest registrar group.
To date .club has achieved domain sales in excess of 725,000 globally.
Consumers buying or renewing their .club name will have access to significantly discounted .beer, .vodka and .bar names
Toby Hall, Minds + Machines’s chief executive, said: ".club is a great success story.
“By partnering with the best we are able to immediately widen awareness of our .beer and .vodka domains within specific verticals - in this instance the nightclub and bar community.
Brand owners are becoming much more aware of the benefits of using different endings [to their web addresses] to point to different sections of their sites, he added.
"“It allows us to put our names in front of an audience that we believe the names [.beer and .vodka] will resonate with.”
The four domains recently sponsored a Las Vegas show to promote the value of new gTLDs [top level domain names] to the nightclub and bar industry.
Jeff Sass, chief marketing officer of .club, said the price benefits of a bundle [of domain names] provided exceptional opportunities for innovative marketers in this industry.
Price reductions include 70% off first year standard names in .beer and .vodka, 50% off .club first year standard names, and 40% off first year .bar standard names.
To access one or more of the discounted rates, consumers must buy or renew their .club name at www.name.com/nightclub.
There are over 65,000 businesses operating in the US nightclub and bar industry generating annual revenues of more than US$23bn.
Shares rose 4% to 10p.