In case you missed it, here is the video replay of our session: Brewery Memberships & Loyalty Programs…What’s Working in the Taproom.
The main message: A successful loyalty program gives customers a reason to return more often, feel connected to the brewery, and spend beyond the reward itself.
Our panel of brewery owners and managers shared how they are using Tapwyse to put that idea into practice. We heard from Sara Watson from Vacancy Brewing, Jesse Adams of Loma Brewing Co., and Victoria Howell from MoMac Brewing Co.
Below are the Key Points and 5 Actionable Takeaways…
Key points
- Keep the offer simple. MoMac initially offered several membership options but sold only three or four memberships in its first few months. After simplifying to two clearly defined tiers, membership grew to more than 111.
- Recurring rewards encourage recurring visits. All three breweries highlighted a weekly $1 beer as a popular benefit. Panelists described customers returning regularly and purchasing additional beer and food during those visits.
- Match the program to your customers. Monthly memberships offer a smaller upfront commitment and flexibility for customers who move or visit seasonally. Annual memberships can still work well with an established local audience.
- Value includes savings and belonging. Larger pours, early access to beer releases, member events, and recognition all help create value. Vacancy uses early releases and exclusive events to build community; MoMac found its customers especially valued straightforward savings.
- Free users also matter. An app can support punch cards, customer communication, and event promotion without requiring a paid membership. Loma reported roughly 65 paid members, while Tapwyse noted more than 1,000 app downloads and about 750 users with contact information.
- Staff engagement drives adoption. Training, clear signage, table QR codes, and regular conversations with guests were central to enrollment. MoMac also uses staff signup competitions.
- Coordinate your communications. Panelists emphasized useful, concise notifications and a shared calendar for app messages, email, and texts. Member offers and location-specific events should reach the appropriate audience.
Five actionable takeaways
- Choose one primary goal for the next 90 days. Decide whether the priority is more repeat visits, stronger slow-day traffic, membership revenue, or a larger reachable customer audience. Use that goal to guide the program.
- Ask your regulars what they value. Talk with 10–15 customers about benefits, pricing, and monthly versus annual payment preferences. Use their answers to create one simple offer or two clearly distinct tiers.
- Build in a reason to return regularly. Test a recurring benefit, a slow-day punch card, or early access to releases. Make the rules easy for guests to understand and staff to explain.
- Give staff a clear enrollment routine. Have every employee walk through signup and redemption. Add QR codes at ordering points and tables, and practice a short explanation of the program’s value.
- Review results monthly. Track paid members, cancellations, notification opt-ins, reward use, visit frequency, and spending per visit. Evaluate membership fees and additional purchases alongside reward costs and discounts to determine whether the program improves profit.
Ready to take your membership and loyalty programs up a notch? Connect with the good people at Tapwyse to learn more.
