Subscription beer sales: how to stand out from the crowd and win customer loyalty?
In this episode, we take a look at the different beer subscription concepts. A brasserie, A distributor or a wine merchant will not offer the same type of subscription. How to stand out from the crowd by offering flexible, no-commitment subscriptions, engage and retain new customers? Why should consumers subscribe and stick to your products over time? Is customer satisfaction and personalization the winning combo? In short, is being the Netflix or Spotify of the beer the idea of the century?
In a brewing market increasingly competitive, it is essential to find innovative ways to stand out and build customer loyalty. One concept gaining in popularity is that of «beer subscriptions». But how can a brewery, distributor or wine merchant offer a subscription that stands out from the rest? And how can they convince consumers to subscribe and remain loyal to their products over time? That's what we're going to explore in this article.
The most important thing is to offer a unique experience with every delivery.
The different types of beer subscription
There are several types of beer subscription, each with its own advantages and disadvantages. Breweries, for example, can offer subscriptions that enable customers to receive their new creations on a regular basis. Such is the case with Brasserie du Nord Brick House which offers subscription for its « Forever cans« . In particular, they use the Refill for this service.
Distributors, meanwhile, can offer subscriptions that give access to a wide range of beers from different breweries. Finally, cavistes can offer subscriptions that focus on the discovery of craft and niche beers. La Plante du Loup, a wine merchant based in Lyon, offers this type of service via their website with a membership every 3, 6 or 12 months.
Flexible, no-obligation subscriptions
Flexible, no-obligation subscriptions are essential. This means that customers must be able to modify, suspend or cancel their subscription at any time.
When it comes to choosing products, there are two schools of thought.
Consumers will either rely on the expertise of the distributor or wine merchant in order to receive beers trends, new and surprising (curious type profiles).
Either they will want to choose the beers they receive, rather than having a selection imposed on them. This not only caters to customers' individual preferences, but also gives them a sense of control and ownership over their subscription, which can be a good thing.
The example of stompy, a mail-order wine box subscription, is halfway between the two, with its complex personalization concept, while at the same time offering an entry quiz to target the individual.
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Involve new customers and build loyalty
To engage and retain new customers, it's important to offer them a unique, personalized experience. This can be done by offering exclusive tastings, special events for subscribers, or by giving them the opportunity to participate in the creation of new beers. In addition, it's essential to maintain regular communication with subscribers, for example by sending them newsletters with information on new beers, tasting tips, or interesting stories about the brewery.
We also see certain brands of drink such as Beatbox Beverages who don't hesitate to build customer loyalty through Discord.
Why should consumers subscribe?
There are several reasons why a consumer might want to subscribe to a beer subscription service. Firstly, it allows them to discover new beers on a regular basis, without having to make the effort of searching for them themselves. What's more, it gives him access to exclusive beers that he wouldn't be able to find elsewhere. Finally, a beer subscription can also be an excellent gift idea for a lover of good craft beer!
You have to be able to stand out, to offer something different, something that has value for people.
In the end
In conclusion, beer subscriptions are an excellent way for breweries, distributors and wine shops to stand out from the crowd and build customer loyalty. By offering flexible, no-obligation subscriptions, involving customers in the brewing experience and providing a unique, personalized experience, they can convince consumers to subscribe and remain loyal to their products. However, it's essential to always keep customers' needs and preferences in mind, and to strive to offer them the best possible service.
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