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Drinks on Repeat: How Local Beverage Brands Do Loyalty
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Drinks on Repeat: How Local Beverage Brands Do Loyalty

Beverage “clubs” are nothing new—just ask anyone who’s signed up to receive quarterly cases from their favorite winery. But small, local shops may need a different approach from the expensive, one-size-fits-all traditional models. 

Today’s beverage brands are developing programs to meet people where they are, creating ongoing relationships with customers by bringing them back into the store for new tastes and experiences. Below, we’ve rounded up examples for inspiration. 

Growler fills, from brews to ‘booch

For some customers, a growler can be a gateway to a tap habit. They’re most familiar for serving beer—the Los Angeles craft brewery Angel City offers growler fills in different sizes, for example, as does the Orlando-based Dead Lizard Brewing. Other businesses, such as Bozeman, Montana’s Mavens Market, sell private-label wine on tap. 

Taps aren’t just for booze, either. Craft kombucha brewers, including Harvest Roots in Birmingham, Alabama, offer growlers of seasonal and evergreen flavors to go. 

To make a growler program work, consider charging customers a small deposit on the container itself and refilling them at a discounted volume rate. (Bonus: it’s a lot more sustainable than single-use bottles). New flavors and brews on tap will keep them coming back for more. 

Punch card—plus

There’s a reason coffee shops still stand by the “buy 10, get the 11th drink free” punch card system: it works. According to one Hubspot survey, more than half of respondents said that having a loyalty punch card drove them to make another purchase from a company. 

Still, with punch cards being ubiquitous among sandwich and coffee shops, some brands have sought out more creative rewards than a free house drip. Take Boba Guys, a boba tea company that started in San Francisco and now has locations in Los Angeles and New York. The Boba Guys passport allows customers to collect stamps when they buy drinks in different store locations and earn branded prizes along the way—think “Airplane Mode” tumbler cup, “Boba Bae” shoe charm, and a crossbody bag made to resemble a boba ball. It’s a smart way to bring people into stores when they’re at home or traveling (and to make them into brand ambassadors). 

Clubs with customization

As for wine, clubs are still as relevant as ever, but more retail shops are adding features for more flexibility and personalization. At Down the Rabbit Hole, a Long Island business specializing in natural, organic, and obscure bottles, prospective members can choose from three tiers at three different price points. In addition to regular wine pickups, club members enjoy discounts on in-store and case purchases, access to special member-only bottles, and first dibs on signups for wine seminars. 

At Barrel Thief, in Richmond, Virginia, a team of sommeliers takes customization one step further, promising hand-selected cases based on members’ personal preferences. You pick your price tier, number of bottles, frequency, and favorite attributes, and they do the rest. Think of it as insider tips from the manager of your go-to store. 

The best part? Great drinks keep on coming.

Drinks on Repeat: How Local Beverage Brands Do Loyalty

Drinks on Repeat: How Local Beverage Brands Do Loyalty
by
Doron Segal
by
Tomer Molovinsky
by
Olivia Terenzio
by
Jessica Buckley
by
Ashley Rodriguez
March 25, 2020

Beverage “clubs” are nothing new—just ask anyone who’s signed up to receive quarterly cases from their favorite winery. But small, local shops may need a different approach from the expensive, one-size-fits-all traditional models. 

Today’s beverage brands are developing programs to meet people where they are, creating ongoing relationships with customers by bringing them back into the store for new tastes and experiences. Below, we’ve rounded up examples for inspiration. 

Growler fills, from brews to ‘booch

For some customers, a growler can be a gateway to a tap habit. They’re most familiar for serving beer—the Los Angeles craft brewery Angel City offers growler fills in different sizes, for example, as does the Orlando-based Dead Lizard Brewing. Other businesses, such as Bozeman, Montana’s Mavens Market, sell private-label wine on tap. 

Taps aren’t just for booze, either. Craft kombucha brewers, including Harvest Roots in Birmingham, Alabama, offer growlers of seasonal and evergreen flavors to go. 

To make a growler program work, consider charging customers a small deposit on the container itself and refilling them at a discounted volume rate. (Bonus: it’s a lot more sustainable than single-use bottles). New flavors and brews on tap will keep them coming back for more. 

Punch card—plus

There’s a reason coffee shops still stand by the “buy 10, get the 11th drink free” punch card system: it works. According to one Hubspot survey, more than half of respondents said that having a loyalty punch card drove them to make another purchase from a company. 

Still, with punch cards being ubiquitous among sandwich and coffee shops, some brands have sought out more creative rewards than a free house drip. Take Boba Guys, a boba tea company that started in San Francisco and now has locations in Los Angeles and New York. The Boba Guys passport allows customers to collect stamps when they buy drinks in different store locations and earn branded prizes along the way—think “Airplane Mode” tumbler cup, “Boba Bae” shoe charm, and a crossbody bag made to resemble a boba ball. It’s a smart way to bring people into stores when they’re at home or traveling (and to make them into brand ambassadors). 

Clubs with customization

As for wine, clubs are still as relevant as ever, but more retail shops are adding features for more flexibility and personalization. At Down the Rabbit Hole, a Long Island business specializing in natural, organic, and obscure bottles, prospective members can choose from three tiers at three different price points. In addition to regular wine pickups, club members enjoy discounts on in-store and case purchases, access to special member-only bottles, and first dibs on signups for wine seminars. 

At Barrel Thief, in Richmond, Virginia, a team of sommeliers takes customization one step further, promising hand-selected cases based on members’ personal preferences. You pick your price tier, number of bottles, frequency, and favorite attributes, and they do the rest. Think of it as insider tips from the manager of your go-to store. 

The best part? Great drinks keep on coming.

Doron Segal

About the author

Hey I'm Doron, the co-founder & CTO of Per Diem — a mobile app platform for restaurants. I'm also a dad and a husband. I love to travel and meet new people.I love creating things, and see people using the stuff I built.Prior to Per Diem I worked at Saildrone, OpenTable, Apple, Beats Music, Siemens.

Tomer Molovinsky

About the author

A second time founder with a passion for building products at the intersection of hospitality and technology. I've had the pleasure of launching reservation systems, mobile payment solutions, and loyalty programs at OpenTable and Resy, and witnessed how operators were losing a direct connection with their customers online. We built Per Diem to strengthen the relationships that businesses have with those customers, and to ensure that local businesses can thrive in today's economy.

Olivia Terenzio

About the author

Jessica Buckley

About the author

Ashley Rodriguez

About the author

Ashley is a freelance writer and podcast producer based in Madison, Wisconsin. She hosts a podcast called Boss Barista and writes an accompanying newsletter with full transcripts of each episode and articles about coffee and restaurant work. You can check out her work here (ashleyrodriguez.work/).

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