Barracuda, parent company to pub chains Smith & Jones and Varsity, is to target students with a second version of its loyalty card scheme VCard, which brought in £1m in revenue for the group last year.
The new scheme will be called Varsity Bar Guide and will be sold through the 39 Varsity pubs throughout the UK.
Customers who register their details with Barracuda will be entitled to retail discounts as well as 25% of all drinks.
Barracuda's marketing manager, Myles Doran, said:"We've expanded our online presence with more exclusive retail offers for customers who register their VCard via the varsitybars.com website.
"I'm confident that the new campaign gives us a fresh new look and further sets us apart on the high street."
The card will be sold over the bar as well as at Fresher's Fayres in universities near Varsity pubs.
By Christopher Walton