Minds + Machines enters marketing deal for bar industry domains

Minds + Machines extended its reach in the hospitality industry on Friday, announcing a cross-promotion agreement with the .club and .bar domains to market its own .beer and .vodka domains.

The AIM-traded domain registry business said under the agreement, consumers buying or renewing .club names would have access to significantly discounted .beer, .vodka and .bar names.

To date, sales of .club had reached in excess of 725,000 domain names globally.

"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," said Minds + Machines CEO Toby Hall.

"It's a win-win-win as brands increasingly understand the benefits of creating multiple doorways into their main online properties by using different endings to point to different sections of their sites," he added.

Minds + Machines said the moved followed the Nightclub and Bar Show in Las Vegas, where the four domains partnered on a stand to promote their value to the nightclub and bar industry.