Mug Club 2.0: Craft Brewers Modify Loyalty Programs to Sow Deeper Relationships

Discussion in 'Article Comments' started by BeerAdvocate, Sep 14, 2017.

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  1. BeerAdvocate

    BeerAdvocate Admin Aug 23, 1996 California
    Staff Society

    Wiffler27 likes this.
  2. EvenMoreJesus

    EvenMoreJesus Jun 8, 2017 Pennsylvania

    While I completely understand the allure of these clubs to the patron and to the business, I've never liked them personally.

    They're something that's going to make me think "how can I get the most out of my membership?", so it's going to alter my thought process in regards to where I'm drinking on any particular occasion.

    I'd rather just drink wherever I want instead of thinking, "Well, I DO have a mug club membership at ____, I should probably just go there."
     
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  3. EnronCFO

    EnronCFO Mar 29, 2007 Massachusetts

    Only club I was ever a part of was Portsmouth's imperial pint club. Enjoyed a few imperial pours with Dave Dionne himself. Loved the big pours, but the Portsmouth holiday party was the best perk.
     
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  4. socon67

    socon67 Jun 18, 2010 New York
    Society

    I've never joined a brewery club, mainly because I feel I try many different beers and wouldn't get the return on joining one.

    I see what Bruery and Cigar City do, and from the outside they look like there is a value. Beyond that, if I lived close to a brewery I liked, it would make more sense.
     
  5. Giantspace

    Giantspace Dec 22, 2011 Pennsylvania

    Unless I lived in walking distance I am not joining any beer club. It's for drinking and if I can't walk home I don't want to pay$ to be in a club that is about drinking.

    The original person described in this article drives a good distance to drink 20oz pints of a high alcohol beer. Makes no sense.

    Enjoy
     
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  6. aleyeast

    aleyeast Sep 15, 2004 South Carolina

    You are not rewarding loyalty when you charge $50 and up for membership. Am I the only one who understands this.
     
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  7. Stagester

    Stagester Oct 22, 2013 Idaho

    Maybe because they get back more than the $50????

    There is a reason why these programs are popular. It helps to sustain the brewery and the members get special perks not available to everyone else. You may not want that and that's ok, most of the breweries I know have them and they have a limited membership and are usually reupped every year by over 90% so the members obviously see the value in membership.
     
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  8. Squire

    Squire Jul 16, 2015 Mississippi
    Society Trader

    In the overall scheme of things $50.00 isn't that much for a membership though I wouldn't drive to down Imperial pints.
     
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  9. EvenMoreJesus

    EvenMoreJesus Jun 8, 2017 Pennsylvania

    Very true. If they were rewarding loyalty, they'd buy their repeat customers a beer once in a while or give them swag. As it is, they're selling the "esteem" of being a part of the greater whole of the brewery family. Some people like to belong, I guess.
     
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  10. Squire

    Squire Jul 16, 2015 Mississippi
    Society Trader

    I believe everybody likes to belong, even if it's to the group that refuse to join.
     
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  11. HopsDubosc

    HopsDubosc Apr 24, 2015 Vermont

    When I was in College in Boston circa 2003 I was a member of the Mug Club at Rock Bottom. It was right around the corner from school. Loved it: bigger pours, swag when you hit milestones, etc. In fact I drank so many mugs over the course of college that they actually embossed my name on a placard that they screwed into a display keg. Didn't pay a cent to join though and doubt I would going forward.
     
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  12. pjeagles

    pjeagles May 29, 2005 New Mexico
    Trader

    Not sure where the "esteem" part comes in, at least as it pertains to mug club memberships here in Albuquerque. Here, it goes something like this: Pay $40, get $1 off pints, $1 off growler fills, 10% off kegs, and a free 32 oz. growler +fill when you join. Some breweries do larger pours for club members. I don't think anyone is walking around with a puffed-up chest or waving their membership card smugly here. May as well be showing off your Costco card.
     
  13. EvenMoreJesus

    EvenMoreJesus Jun 8, 2017 Pennsylvania

    Took that a bit out of context, didn't ya? The "esteem" part was in reference to some breweries saying that they were rewarding their customers for their loyalty, when, in actuality, they are charging them to be a part of a "special club". One that may or may not have benefits commensurate with the membership fee.
     
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