Wine retailer Oddbins is "spreading the love" this month by offering a discount to mothers, bankers, journalists, Germans and ginger-haired people.
Every weekend in January, one of these five groups will receive 10pc off full-price bottles, the company announced in its blog .
Attacking Government measures such as the cap on maternity pay and cuts to child benefit, Oddbins is "standing up for mums" this weekend.
"The 'cap' on maternity and paternity pay is just an innovative use of a three letter word beginning with 'c' which sounds different but still means 'cut'," the group writes. "With inflation almost tripling the capped figure, the net result is that mums and their families will be even worse off in 2013.
"On top of which, on Monday the government will be removing or reducing child benefit for approximately 15pc of families... Why can’t our politicians provide a childcare system that doesn’t strong-arm a hugely important part of the county’s workforce into making a choice between their career and children?"
From January 11 until January 13 it's the turn of bankers and journalists. Urging the public to focus on the "good things that banks do", Oddbins bemoans the fact that the word "banker" has "become a derogatory term used to refer to only a select group of rogue investment bankers".
"Every time we chastise 'bankers' for the financial crisis, how must this make tellers, analysts, loan officers et al feel? They have done nothing to deserve this derision, but it must affect the morale of the whole group," the company writes.
Similarly "not all journalists are listening in on our telephone conversations or stalking the celebrities that sell their newspapers".
"Why do we care what Sienna Miller and Hugh Grant are up to? And do we really want our politicians to control the only people who are able to hold them to account," Oddbins writes.
The following weekend (January 18-20) Angela Merkel could grab a bargain. On top of praising the German Chancellor for steering her country through the financial crisis and striving to bring fellow eurozone countries back into line, Oddbins also says it's time the UK moved on from the Second World War.
"They [Germany] pre-empted the recession and reined things in while their neighbours, us included, were busy spending wantonly and as a result they haven’t been hit as hard," the company says. "But it seems that, no matter what the Germans do, the rest of us just love to cast them as the panto villains. And we’re sorry to go all Basil Fawlty on you and mention the war, but isn’t it time to put that behind us? Does China bring up opium whenever David Cameron visits?"
Lastly, Oddbins is aiming to break "the final taboo" and embrace redheads. "We love your hair and think 2013 should be the year we all put this nonsense behind us," the company states.
"Sterling performances from Greg Rutherford, Damien Lewis, Christina Hendricks and Prince Harry... were cancelled out by Lindsay Lohan’s downward spiral... and Rebekah Brooks, who continued the work she started in 2011: Operation Convince the World Gingers are Not to be Trusted," the blog reads.
Oddbins also mentions that anyone who is eligible for every one of the discounts is in line for a mystery bonus.