Vol. 128 BERO: Loyalty from first launch 🍺

Case Studied
Rewarding fans wherever they buy

Most loyalty programs are built around a simple exchange: take certain actions, earn points, and redeem them for rewards (if you can figure out what they're worth). But somewhere between “earn 500 points per dollar” and “redeem 12,500 points for $1 off”, the math gets complicated. And that complexity fuels apathy and plummeting engagement for the program. 

A few brands have tried to break that mold. Starbucks shifted toward star-based rewards with a clearer path to free drinks. Apple Card's Daily Cash offers automatic cash back, no redemption required. And when Tom Holland’s non-alcoholic beer company launched, they took a similarly straightforward approach. 

This week, Case Studied explores how BERO built an omnichannel loyalty program before the brand even launched.

The Brief

BERO launched in October 2024 and from the jump, it had the kind of visibility that most new brands spend years working towards. It was built around the idea that premium NA beer should fit any occasion, from a post-workout hang to a night out. 

From the start, BERO was designed to live across multiple retail channels (think: the brand website, Amazon, Target, etc.). That multi-channel ambition was both an opportunity and a challenge. With sales spread across so many touchpoints, most brands have limited visibility into who is buying and where. Without a direct relationship, retail purchases rarely feed back into a brand's understanding of their customer.

BERO also had a clear ethos around community and connection. The brand wasn’t just selling NA beer, but building a group of people who genuinely loved it. That meant a loyalty program was a natural part of the brand and they decided to build it right out the gate.

Sponsored

Thursday, June 4  |  9am PT / 12pm ET

Points are lame, and your loyalty program is probably coasting. We're going behind the curtain to show how we're building world-leading loyalty programs for brands like BERO, and how you can get yours dialled in before Q4 when you pay a bunch of money to get a bunch of people to your website that (might) never come back.

In 20 minutes, we'll cover:

1. Why your points program quietly works against you… 

2. How to reward the customer, not the channel… 

3. How loyalty can become the brain of your brand… 

4. Why the hard part is the thinking, not the tech… 

Drawing from experience with brands like BERO, Wonderbread, Ace Bakery, Stonefire, Lansinoh, Timbren, Sweetgreen, Everist, Nugget, Rubio Monocoat, and hundreds more, pb+j co-founders Kyle and Tom will highlight the gap between what most loyalty programs settle for and what really drives meaningful customer connection and LTV growth.

The Execution

BERO tapped the Ocean’s 11 of eCommerce agencies, pb+j, to help architect the brand's digital experience ahead of launch. The loyalty program, Club BERO, became one of their most collaborative and consequential pieces of work together. 

The agency's original brief was broad: build the website, create the email flows, the usual brand launch world-building to-dos. But when the topic of loyalty came up, pb+j suggested an alternative to the typical points-based program.

"We pitched this new era of loyalty that had immediate reciprocity. It was rewards-based, something that people can actually use without jumping through arbitrary hoops to get points that they don't understand and don't know how to use," said pb+j co-founder Tom Collver. 

The result was an omnichannel membership program built on credits rather than points. They work like cash back: you buy a 6-pack and earn a specific dollar amount that’s added into your Club BERO account. It’s available to spend immediately on the brand’s site—no conversion math required.

"There's something so simple and powerful about logging into your account and seeing $10 in credits," said Hyojin Park, Senior Director of eCommerce Solutions and Growth at BERO. "You’re not wondering if ten thousand points equals $1 or $10. You just know the amount and that it’s yours to spend."

The program has two tiers. The free tier earns 50 cents per 12-pack purchased, includes a lower threshold for free shipping, and is open to anyone who signs up. The paid tier, called BEROMASTERS, earns $1 per 12-pack (aka double the rewards), gets 10% off every order, free shipping on all orders, and exclusive access to a periodic Q&A with Tom Holland. Paid members also get first access to new product releases. 

To make the program truly omnichannel, pb+j and the BERO team developed a QR code system printed on the inside of every box. It’s unique per unit, hidden from anyone who hasn't opened it, and links directly to a customer's BERO account when scanned. Whether someone buys a six-pack at Target, orders a case on Amazon, or checks out directly on BERO's site, they can scan the code to earn. For online orders, credits are applied automatically.

"We wanted to make sure that people who love BERO could feel rewarded, wherever they buy from," Park said. "We didn't want to be channel-specific or selfish about online."

BERO’s program launched simultaneously with the brand in October 2024. Collver acknowledged that this move goes against conventional wisdom. "Even when we're working with new-to-world brands, we often tell them they shouldn’t over-invest into a loyalty program upfront; it’s something to build towards. After all, who's going to be loyal to something they don't know yet?” he said. 

“But for BERO, loyalty was a big part of the brand launch. Their ethos is about connection and community, so if loyalty wasn't part of the DNA at the very beginning, it would feel a lot more transactional."

The Results

Club BERO's early numbers reflect strong organic adoption. They captured over 13,000 emails pre-launch and crossed 2,000 loyalty members in the first week. Orders on launch day cleared 2,000 in week one. The variety 12-pack sold out on launch day. 

Over time, the free tier grew to the current figure of about 25,000 members. Meanwhile, the paid BEROMASTERS tier reached nearly 1,000 members, a notable feat for a brand that's less than two years old.

Paid members also convert meaningfully. BEROMASTERS’ repeat purchase rate is 80%—nearly 5x higher than non-members. BERO noted the program has delivered at least a 500% ROI. Customer lifetime value and repeat purchase rates among loyalty members have also outperformed expectations. BERO has since expanded to the UK and grown its retail footprint across major U.S. retailers; Club BERO has expanded seamlessly along with it.

The Takeaways

1) Make sure your program matches where customers buy.

Most loyalty programs are implicitly—or explicitly—DTC-only. You earn when you buy through the brand's website, full stop. For BERO, where retail and Amazon are significant channels, a DTC-only program would have meant leaving a large portion of their customer base unrecognized and unrewarded.

The omnichannel QR code system wasn't simple to build but Park noted that it was wholly worthwhile. The system gave BERO visibility into retail purchases and allowed the brand to recognize customers wherever they shop. If your product is sold across multiple channels, consider how your loyalty program can reach customers at each one. What mechanisms can tie those touchpoints back to a central customer record?

2) Simplify the loyalty math.

One of the main throughlines of Club BERO's design is credits over points. It provided an immediate, straightforward reward, not one that vests after accumulating over months. They removed the elements that lead customers to disengage and their program numbers reflect the impact of those decisions. 

If your loyalty program requires an FAQ, a conversion table, or a walkthrough, you may have friction to remove. The best programs work like a refund: customers feel like they're getting something back, immediately, with no strings attached.

3)  Let your brand values drive your program structure.

Club BERO's design decisions—the credits, the QR code system, the paid tier with exclusive access—weren't made in isolation. They all flowed from the brand belief that BERO should meet customers wherever they are and reward them for being fans. The program's structure was both an expression of the brand values and a commercial strategy.

When building or revisiting a loyalty program, start with what your brand stands for and work backward to the mechanics. A brand built around enjoyment should have a frictionless redemption experience. A brand built around community should have ways for members to truly connect. The mechanics matter, but they should serve the story.

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