7 Alcohol Loyalty Programs Examples To Inspire You

Written by Kevin Patel | Feb 27, 2025 1:00:00 PM

How often do you find yourself reaching for a loyalty card when shopping? Maybe you add a little extra to your purchase to hit the next reward tier or choose a store with additional promotions for members. Just having that card in your wallet makes a business more memorable — that’s exactly why your business should implement an alcohol loyalty program.

According to The Bond Loyalty Report, 85% of shoppers say loyalty programs make them more likely to stick with a brand. However, small businesses often struggle with limited resources and concerns about customer data privacy when setting up their programs.

This is why a strategic approach is key. In this blog, we’ll explore what an alcohol loyalty program looks like, common pitfalls to avoid, tools to simplify the process, and real-world examples to inspire your program.

Why Implement an Alcohol Loyalty Program?

At its core, liquor loyalty programs reward customers for their repeated business. But they can also be an opportunity to set your store apart from the competition with personalized promotions, can’t-miss deals, yearly rewards, and more.

When thinking about how you want to structure your liquor store’s loyalty program, consider the following:

How much can you offer in discounts or rewards without impacting overall profitability?
What criteria must customers meet to qualify for rewards (e.g. minimum purchase, membership level)?
How will you handle exclusions (e.g. tobacco, gift cards, or specific product categories)?
Will points roll over year to year or reset at a specific interval?
Can my point of sale (POS) system track loyalty points, rewards, and customer details?

Every store has its own priorities, so use these questions as a starting point to create a rewards program that aligns with your specific goals and your customers’ shopping habits.

7 Examples of Alcohol Loyalty Programs

Now that you have a better sense of what a liquor loyalty program should entail, let’s pour over some real-world examples for additional inspiration.

1. Total Wine: &MORE Rewards Program

Total Wine’s &MORE Rewards program is a free, point-based alcohol loyalty program encouraging repeat business. However, since participation and benefits vary by state, you need to check local regulations before implementing a similar model.

Members earn 10 points per dollar spent, with a $5 reward for every 5,000 points. The program also includes tiered perks based on annual spending:

Select (0–5,000 points): Digital deals, military discounts, birthday rewards
Reserve (5,000–25,000 points): Member-only events, free wine gift bags, class discounts
Grand Reserve (25,000+ points): Free classes, exclusive product access, magazines

Takeaways for Your Alcohol Loyalty Program

Total Wine’s model offers valuable insights for independent liquor stores:

Tiered rewards: Higher spending unlocks exclusive perks like free classes and wine gift bags.
Personalized perks: Birthday rewards and military discounts boost customer loyalty.
Easy digital access: Customers can track points and activate deals online.

2. Spec’s: Key Club

Spec’s Key Club is a free, tiered loyalty program designed to reward frequent customers with exclusive perks and discounts. Membership levels are based on accumulated points, unlocking benefits such as early access to new products and VIP events.

Customers earn points on purchases, with higher point totals unlocking greater rewards:

Red (0–1,962 points): In-store discounts, product alerts, dashboard access
Gold (1,963–3,499 points): Red-level perks, plus early access to new products and special events
Platinum (3,500–6,499 points): Gold perks, plus birthday gifts, event discounts, and more
Black (6,500+ points): Platinum perks, plus VIP events and early access to limited releases

Takeaways for Your Alcohol Loyalty Program

Spec’s Key Club implements loyalty strategies that liquor retailers can take inspiration from:

VIP experiences: Higher-tiered members get invites to exclusive events and early product releases.
In-store focus: Early access and special events enhance the shopping experience.
Flexible points: Earn points both in store and online, plus bonus points for referrals.

3. Goody Goody: Bottle Club Rewards Program

Goody Goody’s Bottle Club Rewards is another point-based liquor loyalty program offering customers exclusive perks. Members earn points on over 1,000 products, with each 100 points equivalent to $1 in savings.

This program is perfect for customers who want to earn rewards fast and redeem them on their next purchase for instant savings. Plus, Bottle Club members enjoy perks like early access to sales and limited releases.

Takeaways for Your Alcohol Loyalty Program

Goody Goody’s Bottle Club focuses on immediate savings and customer engagement. Here's what liquor store owners can learn from this program:

Point redemption: Members can redeem points directly on purchases, making it easy for customers to enjoy immediate rewards.
Early access: Customers get advanced access to promotions and limited-release products, encouraging repeat visits.
Surprise giveaways: Unpredictable bonuses and giveaways create excitement and keep customers engaged.

4. BevMo!: ClubBev! Rewards Program

BevMo!’s ClubBev! alcohol loyalty program rewards frequent shoppers with discounts, exclusive pricing, and access to limited-release products:

Members earn 1 point per dollar spent, with 250 points unlocking a 5% discount on a future purchase. Points can be redeemed in store or online — and they never expire.
Other perks include buy one, get one (BOGO) deals, personalized coupons, first dibs on limited-release items, and 10% off when purchasing six or more bottles of BevMo! collection wines.

Takeaways for Your Alcohol Loyalty Program

BevMo!’s approach includes several strategies that store owners can incorporate into their own liquor loyalty programs:

Stackable savings: Combining point-based rewards with exclusive discounts and bulk purchases encourages higher spending.
Early access perks: Prioritizing loyal customers for rare product releases creates a sense of excitement and exclusivity.
Easy redemption: A straightforward rewards structure with in-store and online integration enhances the customer experience.

5. ABC Fine Wine & Spirits: ABC Access Rewards

ABC Fine Wine & Spirits’ ABC Access Rewards program is (you guessed it!) a point-based loyalty system that incentivizes frequent shoppers with increasing benefits:

Members get 5 points per $1 spent and 10 points per $1 on Sourced & Certified wines and spirits. Points do NOT roll over and are reset annually.
As members accumulate points, they advance from Bronze Key (0–2,499 points) to Silver Key (2,500–4,999 points) to Gold Key (5,000+ points), unlocking better perks with each level.
Benefits include $5 reward coupons for every 1,500 points earned, discounts on wine, beer, and cigars, and VIP access to "The Vault" for rare and allocated products.

Takeaways for Your Alcohol Loyalty Program

ABC Access Rewards uses a tiered structure that liquor store owners can adapt to encourage repeat business:

Tiered progression: Creating status-based perks incentivizes customers to spend more to unlock exclusive benefits.
Premium access: VIP experiences, like “The Vault” for rare products, add exclusivity and increase engagement.
Annual requalification: A point reset each year helps to make sure customers are actively shopping at your store.

6. Binny’s Beverage Depot: Binny’s Card Rewards Program

Unlike some of the previously mentioned alcohol loyalty programs that focus on general discounts, the Binny’s Card has a stronger focus on wine sales:

For every dollar spent on eligible wine purchases, customers earn one point. Once they reach 500 points, they receive a $10 reward that can be used towards any purchase in store. Points do not expire.
Members get 10% off mixed cases of 750mL wine bottles, as well as special coupons and access to Binny’s lowest prices on products across the store.

Takeaways for Your Alcohol Loyalty Program

Binny’s Card highlights how a simple, long-standing rewards system can drive customer loyalty:

Card-based format: A digital card makes scanning for rewards easy at checkout.
Built-in wine savings: Customers can make bulk wine purchases with automatic case discounts.
Personalized promotions: Members receive exclusive email deals tailored to their preferences.

7. Liquor Plus: Loyalty Program

Liquor Plus’s card-based loyalty program lets customers earn 1 point for every $1 spent (excluding tobacco and gift cards). Once they have 500 points, members can redeem them for $5 in store credit. Additionally, members are automatically entered into monthly giveaways.

Note that accumulated points can only be redeemed for gift cards on non-alcoholic purchases due to British Columbia’s liquor laws.

Takeaways for Your Alcohol Loyalty Program

Liquor Plus’s loyalty program keeps things simple, offering straightforward rewards alongside some fun extras:

Physical card option: The program offers both digital and physical cards for customer convenience.
Monthly giveaways: These keep customers engaged with frequent prize opportunities.

Unique Loyalty Tactics for Small Liquor Businesses

Thinking outside the box (or in this case, outside the bottle) can enhance your loyalty program and connect with your customers in a way that big retailers can’t. As a small business, you have a unique opportunity to leverage personal touch and community connections.

Here are a few tactics to consider:

Partner with local businesses: Partner with nearby restaurants, cafes, or event venues to offer cross-promotions or bundled rewards. For example, after a customer reaches a specific purchase threshold, they could receive an invitation to a private wine or spirits dinner hosted by a local restaurant — increasing customer loyalty while simultaneously building a stronger community network.
Offer surprise rewards: As a small business, you can add a personal touch to your loyalty program by occasionally surprising customers with unexpected rewards, such as a freebie, coupon, or a handwritten note with their order. It’s a simple yet thoughtful way to make them feel valued and show appreciation for their continued support.
Gamify purchases: Get customers excited with a "Tap-Out" punch card, where they collect stamps or points by trying different beers or spirits. Once they complete the challenge, reward them with something memorable, like a custom t-shirt or a hefty discount on their next order.
Host member events: Hold small, intimate tasting events or meet-and-greet opportunities with local distillers or brewers. These events offer value that large chains can’t provide — a personal touch, exclusive access, and a chance to build community among loyal customers.

Challenges & Compliance Considerations

While alcohol loyalty programs are great for increasing customer retention, you do have to navigate a few challenges and compliance issues to ensure your program runs smoothly.

Local Laws Affecting Alcohol Rewards Programs

Laws around alcohol sales and rewards programs can vary widely by location, so it’s crucial to stay informed on local regulations. For example, some states limit how points can be earned and redeemed for alcohol purchases, while others may require non-alcoholic items to be tied to specific rewards.

Additionally, enticement laws can restrict the types of promotional rewards businesses can offer to customers, especially alcohol discounts or giveaways. These laws prevent companies from promoting excessive drinking or using rewards to manipulate consumer purchasing behavior.

Fraud and Data Privacy

Since your business will likely store customer information for the loyalty program, you need to establish robust security measures to protect both your data and your business’ reputation:

Fraud prevention: Make sure your system is secure and prevents fraudulent point accumulation. Keep an eye on suspicious activities and set up safeguards to protect both your store and your customers.
Data privacy: Comply with data privacy laws (such as GDPR or CCPA) to protect your customers’ data. Safeguard sensitive customer details and make sure your loyalty program software complies with modern data protection standards.

How To Create Your Alcohol Loyalty Program

Ready to implement your own alcohol loyalty program? Here are a few best practices to make sure you’re set up for success:

Set clear goals: What do you want to gain with this program? Clearly define success — maybe you’re focused on boosting repeat business, increasing average order value, or enhancing customer engagement.
Choose your program & rewards: You know your customers better than anyone — what incentives will make them want to come back? Will your program be point-based, card-based, or something different? Whatever you decide, make sure your rewards are valuable and attainable — whether that’s discounts, exclusive offers, or special access.
Keep it simple: Make the sign-up process quick and easy to navigate. Clearly outline the rules and criteria for rewards so there's no confusion down the line.
Market your program: Get the word out! Train cashiers to mention the loyalty program at checkout, display promotional signage throughout your store, and include clear CTAs in email newsletters to encourage virtual sign-ups.

How Bottle POS Makes Managing Loyalty Programs Easy

As mentioned, a reliable POS system is key to smoothly running a loyalty program. While there are plenty of options out there, Bottle POS stands out with its built-in features that make tracking points and rewards as easy as cracking open a cold one:

Customer data tracking: Collect phone numbers and track customer purchases to easily personalize rewards.
Customizable rewards: Set up tailored reward structures, including points or discounts, to fit your store’s needs.
Mobile-friendly: Allow customers to track their rewards on the go through their mobile app — this makes it easy to engage with the program.
Quick & easy redemption: Apply discounts and process point redemptions at checkout to ensure a smooth experience for both you and your customers.

Start Your Alcohol Loyalty Program Today

An alcohol loyalty program is a win-win: It engages your best customers while boosting your profits. But without the right tech, a program meant to drive success can quickly become more hassle than it’s worth.

With Bottle POS, you can easily collect customer data, customize rewards, and track your program’s success — all in one place. Ready to see how it works for your liquor store? Schedule a demo to see how Bottle POS can help you create a loyalty program that truly works for you and your regulars.

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