Beer brands are slowly starting to invest in loyalty programs, discarding long-held regulatory concerns.
Bud Light and New Belgium are two such early adopters, testifying to the digital skills that helped them reach the Genius category in L2’s Digital IQ Index: Beer. As part of its “Party” campaign, Bud Light launched an app challenging users to share product-centric content (“Dress Your Bud Light this Cinco de Mayo”) in exchange for points. Those with the most points can cash them in for rewards and the chance to be featured in national campaigns.
New Belgium’s Grand Cru Rewards Program also offers rewards for engaging with brand content. Users of the brand’s Beer Mode app earn points by sharing New Belgium content or playing games, and those points can be used to win prizes.
Because of regulatory hurdles, these apps are limited to rewarding engagement rather than beer consumption. But with 77% of smartphone users saying that mobile offers boost their brand loyalty, they are likely to pay off.