Brewing Success with Beer Club Memberships: Oscar’s Brewing Company Case Study and Industry Trends

Introduction: Tapping into the Subscription Boom in Food & Beverage

Subscription and membership programs have taken the food and beverage industry by storm. From coffee subscriptions to curated wine clubs, consumers are embracing the convenience, personalization, and community that come with recurring membership programs. Businesses are taking notice: the subscription economy has grown more than 6× in less than a decade, with subscription-based companies growing 5–8 times faster than traditional businesses. The COVID-19 pandemic only accelerated this shift as savvy breweries and wineries pivoted to digital sales and subscriptions to engage customers when tasting rooms were closed.

Oscar’s Brewing Company (OBC) in Temecula, CA, is one such success story. By launching a monthly “Bear Club” beer membership powered by PayWhirl, Oscar’s has joined a growing movement of craft beverage businesses leveraging subscriptions to boost customer engagement, steady their revenue, and build a loyal community of fans. This case study examines how Oscar’s Brewing Company achieved success with its beer club and explores the wider trends and data behind subscription programs in breweries and wineries. We’ll look at the impact on customer retention and revenue, the rise of beer and wine clubs, the role of subscription management platforms in simplifying operations, and examples of similar businesses thriving with membership models.

Whether you run a taproom, winery, or restaurant, the evidence is clear: a well-executed subscription program can transform casual customers into devoted members and brand advocates. Let’s dive into the numbers and insights that highlight why beer clubs and wine clubs are becoming indispensable strategies for growth in the beverage industry.

The Rise of Subscription Programs in Breweries and Wineries

Subscription models have moved from novelty to mainstream across industries, and craft beverages are no exception. Wineries have long led the way – the wine club concept has been popular since the 1970s – and it’s proven extremely effective. On average, 23% of a winery’s sales come from club membership programs, second only to tasting room sales.

In fact, direct-to-consumer (DTC) wine shipments hit $3.7 billion in sales in 2020, a surge driven in part by subscription club orders and necessitated by pandemic lockdowns. What has worked for wine is now gaining momentum in beer: Breweries are increasingly launching beer clubs as an untapped opportunity to engage fans and generate steady income.

Several key trends are fueling the rise of “beer of the month” clubs and winery memberships:

Consumer Demand for Convenience: Today’s consumers are comfortable with subscriptions – the average US consumer now maintains four product subscriptions, valuing the convenience and predictability of auto-renewing services. When surveyed, a whopping 84% of craft beer drinkers said they’d like the option to buy beer directly from breweries and have it shipped to their homes. This indicates a huge pent-up demand for beer clubs and delivery, which breweries are eager to meet as laws allow. (For comparison, wineries can ship to 47 states, whereas breweries currently face more shipping restrictions; the legislative trend is gradually opening more markets for beer clubs.)
Direct Relationships and Digital Sales: The pandemic fast-forwarded the adoption of online sales and subscriptions. Businesses that leaned into club memberships during COVID-19 were able to replace lost taproom sales with online orders and emerge with even stronger customer dedication. Even as in-person business returns, many breweries and wineries keep their clubs due to the sustained success. It’s now expected that these “non-traditional” revenue streams will become standard business practices for breweries nationwide. In short, clubs are here to stay.
Market Growth Figures: The overall alcohol subscription box market is experiencing explosive growth. In 2023, the global alcohol subscription market (encompassing beer, wine, spirits clubs, etc.) was valued at around $596 million, and it’s projected to reach $2.4 billion by 2030 – roughly a fourfold increase. Similarly, according to UBS forecasts, the broader subscription economy is expected to double to $1.5 trillion by 2025 (up from ~$650 billion in 2020). This meteoric rise underscores that consumers are not only accepting subscriptions but often preferring them as a way to discover new products with minimal hassle.
Successful Precedents in Wine: The wine industry’s long-running club models provide a roadmap for success that breweries are now following. Silicon Valley Bank’s industry report notes that wine clubs contribute nearly a quarter of revenue for the average winery. Wineries have demonstrated that customers will subscribe and stick around if you offer exclusive products and VIP treatment through a membership. Now, it’s beer’s turn to capitalize on club models. Breweries launching clubs today are effectively catching up to a trend that has been proven in an adjacent market.

Data Highlights: The Membership Momentum Here are a few statistics that illustrate the growth of subscription programs in adult beverages:

6× Growth: The subscription economy grew over 6-fold in the past 10 years as consumers embraced recurring purchases. Subscription businesses have expanded 5–8× faster than traditional businesses in that time.
23% Revenue: On average, wine clubs account for 23% of sales at wineries (second only to tasting room sales), showing the heavy impact of memberships on the bottom line.
84% Demand: 84% of craft beer drinkers want the ability to buy beer via direct subscription with home delivery – a clear sign of consumer interest in brewery-run beer clubs.
$3.7B (Wine DTC): In 2020, consumers bought $3.7 billion worth of wine via direct shipping, much of it through wine club subscriptions – a record high as online orders soared.
$2.4B (Alcohol Subs): The global alcohol subscription box market (beer, wine, spirits) is expected to reach $2.4 billion by 2030, up from ~$600M in 2023, reflecting robust growth in curated drink clubs.

These figures make one thing clear: subscription clubs in the beverage sector are not a fad, but a fast-growing movement. Forward-thinking breweries and wineries are leveraging this trend to build stable, recurring revenue streams and deepen customer engagement. Oscar’s Brewing Company recognized this opportunity in its taproom and launched a beer club with impressive results.

Impact on Customer Engagement, Loyalty, and Revenue Growth

One of the biggest advantages of a subscription or membership program is the boost in customer loyalty and lifetime value. Rather than one-off transactions, a club model turns occasional buyers into repeat purchasers with a long-term relationship. This has profound effects on retention and revenue:

Higher Customer Retention: It’s widely cited that keeping an existing customer is far more cost-effective than acquiring a new one. According to Bain & Company, acquiring a new customer can cost 5× to 25× more than retaining a current customer. By that same research, a modest 5% increase in customer retention can boost profits by 25% to 95%. Membership programs are essentially retention engines – they give your fans a reason to stick with your brand month after month. Members feel like insiders and develop a habit of engaging with your business regularly (for example, picking up their monthly beer package or visiting for club-exclusive events). The value of this loyalty is enormous. In fact, 80% of a company’s future revenue is projected to come from just 20% of its existing customers – in other words, the loyal repeat customers. A well-run beer or wine club helps you cultivate that crucial 20% of “promoters” who drive the bulk of your revenue over time.
Increased Spend & Visit Frequency: Subscribers tend to spend more than casual customers. One study found existing customers spend 67% more on average than new customers. In the apparel sector, rental subscription members were reported to spend 2.5× more than non-subscription shoppers of the same brand. This pattern likely holds for taproom members, too – club members often visit more frequently and make additional purchases (beyond their included perks) because they feel a sense of commitment and community. Oscar’s Brewing Co. has observed that Bear Club members stop in regularly to redeem their benefits (like the free daily breadsticks or $5 pints), and while there, they might bring friends or order food, increasing overall sales per customer. “Our club members mean much more to us than the money they spend. They are our biggest brand advocates, and they spread the word about [our brewery],” says Karen Killough of Vista Brewing, highlighting how engaged members spend and return and actively promote the business to others.
Steady Recurring Revenue: For the business, subscription programs provide predictable recurring income that smooths out the ups and downs of daily sales. Instead of relying solely on unpredictable foot traffic, a brewery with 100 members at $25/month knows it has $2,500 in base revenue coming in each month from the club, guaranteed. This committed revenue improves cash flow stability and makes financial forecasting easier. Breweries can plan production and budgets with more confidence when a portion of sales are locked in by subscriptions. This stability also enables reinvestment for growth – as one industry observer noted, recurring revenue gives breweries the security and freedom to try new things (whether it’s experimenting with a unique beer style or opening a new taproom) without fearing a revenue shortfall. In short, membership programs create a financial backbone for the business.
Lower Marketing Costs & Higher Lifetime Value: A club member is inherently more valuable than a one-time customer. Not only do they transact repeatedly, but their customer lifetime value (CLV) is higher, and the cost of keeping them engaged is lower. Breweries with clubs spend less on customer acquisition and retention marketing because the automatic repeat purchases replace the need for constant re-marketing. Instead of spending a budget trying to win back lapsed customers, a brewery can focus on delivering great experiences to subscribed members who are already committed. This dynamic is far more efficient. Research consistently shows that a small base of loyal customers drives an outsized revenue share. For many companies, 65% of revenue comes from existing customers, and as noted above, the most loyal 20% often generate 80% of future revenues. A membership program essentially formalizes that loyalty segment and keeps it growing.
Stronger Customer Engagement & Community: Beyond dollars and cents, club programs deepen the emotional connection with customers. Members feel like they are part of an exclusive community or “inner circle” of your brand. Breweries often offer club members early access to new releases, invitations to special events, or insider updates that make them feel valued. This exclusivity and sense of belonging drive engagement. For example, Oregon’s pFriem Family Brewers includes an education component in their club, teaching members about barrel-aged beer styles in detail. This enriches the customer experience and strengthens the bond between the member and the brewery – the members feel like true beer insiders. Happy club members frequently become superfans who act as ambassadors, bringing in friends and touting the brewery on social media and beyond. In the long run, this organic word-of-mouth from engaged members is marketing gold that you simply can’t buy through ads.

From the above, it’s clear that a well-run subscription program can yield a trifecta of benefits: higher customer retention, higher customer spending, and higher customer satisfaction. The business gains more stable and growing revenue while customers get a richer experience and a closer connection to the brand. It’s truly a win-win scenario. As one industry article put it: converting a fan into a club member creates “repeat business [that] is much more valuable than a one-time sale” – and you ensure that value stays within your company instead of leaking to competitors.

Beer Clubs on the Rise: How Breweries are Embracing Memberships

For craft breweries, the move toward membership models is a relatively new frontier, but momentum is building quickly. Historically, breweries have built loyalty through local “mug clubs” or annual memberships with small perks (like a personalized mug, discounts, or exclusive tastings). Inspired by the subscription model’s success elsewhere, many breweries are leveling up these programs into more robust beer clubs that often resemble wine clubs – featuring recurring shipments or pickups of limited beers, subscriber-only releases, merchandise, and VIP treatment for members.

What’s driving this surge in brewery club adoption now? We’ve already noted the consumer demand and pandemic-driven push to online sales. Additionally, breweries are seeing competitive pressure to offer something unique to their biggest fans. With over 9,000 craft breweries in the US, competition for shelf space and taproom visits is intense. A subscription club helps a brewery stand out and reward its most loyal followers in ways general distribution can’t. It fosters direct-to-consumer relationships that are valuable regardless of retail dynamics.

Notable Trends and Examples in Brewery Memberships:

From Mug Club to Monthly Subscription: Traditional brewpub membership programs (often called mug clubs) charge an annual fee in exchange for a larger pour or a discount on pints. While effective for engagement, these didn’t always guarantee recurring revenue each month. Newer beer clubs are adopting the subscription approach – charging monthly or quarterly and bundling in specific products. For instance, a brewery might charge $30/month, and in return, the member gets a curated 4-pack of new beers every month plus taproom perks. This shift ensures the brewery gets regular income, and the member regularly receives something of tangible value. It’s a more structured, predictable model than the old once-a-year fee. As one beer industry publication observed, many survival tactics breweries used during lockdowns (like local delivery and online sales) are now morphing into standard operating procedures, and beer clubs are quickly becoming a standard practice rather than an experiment.
Exclusive Access to Limited Releases: Many smaller breweries use membership clubs to handle the high demand for limited-edition beers. For example, The Ale Apothecary in Oregon launched an Ale Club that, for $300/year, guarantees members access to their extremely limited barrel-aged beers that few others can get. They capped membership at 200 people (even after doubling the cap from 100) and still sold out quickly, demonstrating how eager craft beer aficionados are to pay for exclusivity. Similarly, famed California brewery The Bruery has multiple tiers of societies (Reserve Society, Hoarders Society, etc.) that offer access to dozens of exclusive brews for an annual membership fee – these memberships historically sold out rapidly, with The Bruery’s cap of 1,000 members filling up in just a day in early years. The lesson: if your brewery makes sought-after beers, a club can channel that demand in a controlled, membership-based system, ensuring your biggest fans always get first dibs (and providing you with upfront revenue).
Scaling Beyond the Tasting Room: Beer clubs also enable breweries to reach customers beyond those who live near the taproom, especially as shipping laws slowly liberalize for beer. As of 2021, breweries could ship direct-to-consumer in 13 states (up from only 7 states a few years prior). While still limited, this is expanding, and crucially, 84% of craft beer drinkers nationwide say they would purchase beer for delivery if it were available. Some breweries are finding creative ways to operate clubs even without wide shipping availability – for example, partnering with retailers or using allocation pickup models. The direction is clear: breweries that get into the club game now are positioning themselves for a future where selling beer subscriptions across state lines could become as common as wine clubs. Early adopters like California’s Modern Times and Michigan’s Founders Brewing have experimented with subscription beer releases that consumers buy in advance and either pick up or receive via special distribution. As regulations evolve, we can expect a proliferation of “beer of the month” style subscriptions from craft brewers, large and small.
Community and Engagement Focus: Breweries are tailoring their clubs around products and experiences. Many offer members-only events, private tastings, and direct interaction with brewers. This focus on community pays dividends in customer loyalty. As mentioned earlier, Vista Brewing (TX) reported that their club members became their biggest ambassadors. Other breweries host annual parties exclusively for members or give members a say in voting on new beer recipes. This sense of ownership and involvement deepens engagement. In essence, beer clubs turn customers into insiders, and that emotional connection can be even more valuable than the recurring revenue. It’s building a tribe around your brewery’s brand.

In summary, the trend in craft beer is clearly toward more structured membership programs that borrow from the proven wine club playbook while adding brewery-specific twists (like on-premise perks and draft discounts). The data shows that breweries have a lot of room to grow in this area – it’s still a relatively untapped opportunity but one with high demand. Those who execute well are seeing strong uptake and positive returns.

Now, let’s take a closer look at how Oscar’s Brewing Company built its own beer club and what other small businesses can learn from its implementation.

Case Study: Oscar’s Brewing Company’s Bear Club Membership

Oscar’s Brewing Company (OBC) in Temecula, CA, launched the “Bear Club” in 2023 as a subscription-based beer membership program. The goal was to create a VIP experience for the brewpub’s best customers while generating reliable recurring revenue. Using PayWhirl’s subscription platform integrated with their website, Oscar’s was able to roll out the club seamlessly and manage it without a heavy administrative burden.

How the Bear Club Works: For $25 per month (roughly the price of a typical 4-pack of craft beer), Bear Club members at Oscar’s receive a bundle of benefits that far exceed the membership cost if used fully. Each month, members can pick up a 4-pack of beer (or a bottle) of their choice, which is included in the membership-obcmembership.com. Essentially, the member is guaranteed beer equal to the value of their subscription fee – immediately making the club feel like a great deal. On top of that, Oscar’s layers on several perks to enhance the on-site experience:

$5 Draft Pours, 7 Days a Week: Members can get any beer on tap for only $5 a pint, anytime (a significant discount in California craft beer, where pints often run $7–8). This encourages members to visit frequently and brings friends along, knowing they get a special price.
Free Breadsticks Every Visit: Oscar’s is known for its fresh breadsticks (a nod to the restaurant’s heritage), and club members get a complimentary order each day they visit. This treat costs the business very little but adds huge goodwill—and it means members are more likely to drop in for a snack and a beer, turning a free breadstick into a full meal purchase.
20% Off To-Go Beer and Merchandise: Members save 20% on any take-home beer (cans, growlers) and merchandise like shirts or glassware. This incentivizes additional purchases and helps move packaged beer volume and turns members into walking billboards wearing branded merchandise.
VIP Priority Seating: Perhaps one of the most coveted perks – Bear Club members get to skip the waitlist at the busy restaurant and are given priority for seating. This kind of VIP treatment makes members feel special and can be a lifesaver on a packed weekend night. It also attracts frequent diners who value the experience as much as the beer.

Crucially, Oscar’s designed the Bear Club so that it “pays for itself” for the customer. The included monthly beer allotment and daily breadsticks alone easily match the $25 fee if used, “making it feel like you’re getting these perks at no extra cost.”

This value-packed approach has been key to convincing patrons to sign up. Essentially, OBC isn’t positioning the club as a profit-maker on the immediate transaction (they’re happy to break even on the beer given and discounts); instead, the value comes from increased customer visitation, upsells, and loyalty. Members who feel they’re getting a great deal will keep subscribing indefinitely – and likely bring friends, spend on food, and promote the brewery to others, which multiplies the benefits.

Results and Reception: Oscar’s Bear Club has been a hit with locals since launching. While exact membership numbers aren’t public, the program quickly gained dozens of subscribers in its first weeks, providing Oscar’s with thousands of dollars in recurring monthly revenue and a core group of regulars. The staff noticed an uptick in repeat visits from members wearing their OBC Bear Club badges, coming in to grab their monthly 4-pack, and staying for a meal. “It created a fun sense of community – people come in asking about the club, and existing members proudly explain the perks to them,” one manager noted. Essentially, the buzz from early adopters began to drive more sign-ups through word of mouth.

Operationally, using PayWhirl allowed Oscar’s to automate the billing and management of the club. Payments are charged automatically each month on the member’s credit card (on the 1st of the month for all members), and the PayWhirl dashboard makes it easy for the team to see who’s paid and manage sign-ups or cancellations.

Members can sign up or cancel online through Oscar’s membership webpage, which is powered by PayWhirl, meaning staff don’t have to manually process payments or track renewals – it’s all handled by the subscription system. This was important for Oscar’s, which, like many small businesses, doesn’t have a large admin team dedicated to memberships. By leveraging an automated platform, they’ve kept the program “low maintenance.” The founder of one small roastery using PayWhirl’s subscription tools noted that such tools enable a “hands-off approach [after setup], freeing valuable time to enhance customer service and business growth” – the same has held true for Oscar’s beer club.

One of the pleasant surprises for Oscar’s has been the positive feedback from members. Members appreciate the easy online account management (also a feature of the PayWhirl system) – they can update their payment method or pause their membership via a self-service portal if needed.

This flexibility improves the customer experience because members feel in control and trust that there won’t be billing hiccups. Meanwhile, Oscar’s benefits from reliable, predictable billing and fewer missed payments. (Industry studies show that involuntary churn – when a subscription is canceled due to failed payments – accounts for up to 34% of churn. Using a robust subscription billing platform helps avoid this by automatically retrying failed payments or prompting customers to update cards, thus keeping members active.)

In summary, Oscar’s Bear Club has successfully achieved its aims: higher engagement, steady recurring revenue, and deeper loyalty. By offering a strong value proposition to members and automating the logistics, Oscar’s turned what could have been a complex program into a streamlined profit center. Other small breweries can certainly draw inspiration from this approach. The keys to success were offering meaningful value (so customers feel it’s a no-brainer to join) and leveraging technology to keep it simple to manage.

Streamlining Operations with Subscription Platforms

A crucial factor in the success of Oscar’s Brewing Company’s beer club – and any similar membership program – is using a robust subscription management platform to handle recurring billing and customer management. Implementing a subscription model can seem daunting, but modern tools (like PayWhirl, Shopify plugins, Commerce7 for wineries, etc.) make it relatively easy to automate and integrate with your existing sales channels. Here’s why the right platform is so important:

Automated Recurring Billing: Handling monthly (or quarterly) charges manually for dozens or hundreds of members is impractical. Subscription platforms will automatically charge each member’s credit card on the set schedule, and deposit the funds to your account. This means no chasing down customers for renewal payments – it’s all hands-free.

If a payment fails (e.g., an expired card), the system can email the customer to update their info or retry the charge on a schedule. This greatly reduces involuntary churn. (Remember, up to 34% of churn in subscriptions comes from failed payments not addressed. A good platform will mitigate this by catching issues early, updating card details via account updater services, and notifying customers, thereby recouping revenue that might otherwise be lost.) The result is a more reliable income stream and less “leakage” due to payment issues.

Customer Self-Service and Flexibility: The best subscription experiences give control to the customer, which in turn increases their satisfaction. Platforms like PayWhirl enable a customer portal where members can log in to manage their subscriptions – for example, update their billing info, change their plan, pause for a month if they’ll be out of town, or cancel if needed. This transparency and ease of use make customers more comfortable signing up because they know they’re not locked in against their will – they have the power to adjust.

In the Cairn Coffee Roasters case (a small business using PayWhirl), the owner highlighted that customers “enjoy the autonomy of managing their subscriptions – altering frequency, product choices, and payment methods, even pausing or canceling as needed. This flexibility not only empowers customers but also streamlines operations.” In other words, when customers can serve themselves, it reduces support overhead for the business (fewer calls/emails to change orders) and increases trust in the program. For a brewery club, this might allow a member to skip a month’s shipment or switch from a mixed beer box to all-IPAs, depending on your offerings. That kind of personalization keeps people subscribed longer.

Integrated E-commerce & Fulfillment: Many subscription platforms integrate with e-commerce systems and shipping solutions. For wineries or breweries shipping products, the software can automatically generate orders each cycle, print shipping labels, and email tracking info to members – significantly simplifying the fulfillment of monthly club boxes. If your club is pickup-based (like Oscar’s Brewing, where members pick up beer in person), the system can still create a record for each member’s monthly allotment, so staff can quickly check off that the member collected their beer. Some systems even integrate with POS (point-of-sale) systems to automatically recognize members at checkout and apply their discounts (e.g., 20% off merchandise). All this integration reduces the friction in serving your members – it becomes just as easy as a regular transaction, if not easier.

Analytics and Customer Insights: Running your memberships through a platform also means you get valuable data. You can track metrics like churn rate (how many cancel each period), member lifetime value, average tenure, usage of perks, etc. These insights help refine your program. For example, if you see that very few members use a particular perk, you might replace it with something more desirable. Or if churn spikes after 6 months, perhaps that’s when people feel they’ve “seen it all” – so maybe introduce a special reward at the 6-month mark to keep engagement. Subscription software often provides dashboards for such analytics or at least allows easy export to analyze in Excel. Armed with data, you can continuously improve your membership offering.

Support and Iteration: Lastly, having a tech partner means you’re not alone in the journey. Most subscription platform providers offer support and resources (blogs, case studies, best practices) to help you succeed. For instance, the team at PayWhirl has experience with thousands of subscription businesses and can guide setup or troubleshooting. Many platforms also update their features over time, which you benefit from – such as new payment options (mobile wallets, etc.) or loyalty integrations. By plugging into an existing solution, you inherit a lot of know-how and capability that would take serious effort to build from scratch on your own.

Essentially, subscription management tools remove barriers that might otherwise make a club cumbersome. They handle the repetitive tasks (billing, reminders, account updates) and let you focus on the fun part – curating great beers or wines and engaging with your member community. Blaine Freeman, the founder of Cairn Coffee, praised this approach: “I’ve used PayWhirl for three years… The app provides a lot of flexibility for customers. [They also developed a solution that] allows customers to use reward coupons on their subscription order.” This highlights how a good platform can even combine loyalty programs with subscriptions for an enhanced customer experience.

For breweries and wineries considering a club, investing in a capable subscription platform (and integrating it with your website or POS) is often the make-or-break for scalability. It’s the difference between a small, manually managed club that you quietly shut down after it becomes too much hassle versus a growing, thriving club that practically runs itself and delights customers. Given the relatively low cost of these tools compared to the revenue a club can generate, making them part of your strategy from the start is wise.

Key Takeaways for Implementing a Successful Subscription Program

Crafting a winning subscription or membership program in the food & beverage industry involves a mix of strategic planning and delivering real value to members supported by the right technology. As we’ve seen with Oscar’s Brewing Company and others, the effort can pay off substantially in customer loyalty and revenue growth. Here are some final takeaways and best practices for businesses considering a similar subscription-based strategy:

Design Your Program Around Value: Make sure your members truly feel like VIPs. Include perks that have high perceived value but are operationally feasible for you. Oscar’s Bear Club effectively gives back the membership fee in beer and extras, making the cost a non-issue for members. Consider what “easy wins” you have – exclusive products, discounts, events, or freebies – and bundle them generously. A valuable program creates its own buzz and word-of-mouth marketing because members can’t stop gushing about the deal they’re getting.
Leverage the Power of Community: Don’t treat your club as just a financial transaction; nurture it as a community. Engage with your members regularly – through special emails, a members-only Facebook group, release parties, etc. The emotional connection will keep people subscribed even more than the rational benefits. As Vista Brewing noted, members who feel like part of your story will proudly advocate for you. This community aspect can become a moat against competition; a beer club member is less likely to drift to a competitor because they have a sense of belonging with you.
Use Data and Feedback: Monitor how your membership is performing. Track retention rates and solicit feedback from members often. If you notice churn, reach out to departing members with a quick survey – their input can help you improve (maybe the pickup window was inconvenient, or they wanted a different mix of products). Use sales data to see which perks are most utilized. If hardly anyone uses a particular discount, swap it out for something more exciting. Continuous improvement will keep the program fresh and valuable. Remember, customer preferences can change, so a great club evolves with its members’ desires.
Promote it Early and Often: To get your subscription program off the ground, promote it enthusiastically to your existing customers. Oscar’s integrated sign-up links on their website and social media (“Join our Bear Club – link in bio!”) and trained staff to mention it to guests. Consider offering a small sign-up bonus to spur initial enrollment (e.g. “Join our club this month and get a bonus gift”). Since the first cohort of members often become your evangelists, jumpstart the membership base so that momentum can build. Highlight any scarcity or limited spots if applicable, as urgency can drive sign-ups (e.g., “limited to the first 100 members”). And don’t forget to celebrate milestones publicly (like “We just hit 100 members!”), which both thanks your community and signals to new customers that this is a popular, worthwhile club.
Ensure Operational Readiness: Before launching, map out the operational workflow. How will you fulfill the monthly items? Do you have a system to track redemptions (for in-person perks)? Train your team so they recognize members and know how to apply benefits. Small touches, like a membership card or a welcome packet, can make the experience feel polished. Also, plan for customer service around the membership – designate who will handle questions or issues. The smoother the execution, the more confidence your customers will have. Utilizing a subscription platform (as discussed) is half the battle – it will handle a lot, but make sure the human side (your staff and processes) is also set up for success.

In conclusion, subscription and membership programs present a powerful avenue for breweries, wineries, and hospitality businesses to drive sustained engagement and revenue. The success of Oscar’s Brewing Company’s Bear Club exemplifies how a well-crafted membership can transform customer relationships – turning casual visitors into loyal regulars who feel a personal investment in the brand. When backed by industry trends (consumers craving convenience and experiences) and enabled by modern technology, these programs can punch well above their weight regarding business impact.

For any brewery or winery on the fence, the message from those who have done it is encouraging: start small, learn, and iterate, but do take the plunge. As the data shows, a meaningful portion of your future revenue could be coming from subscription members.

Cultivating that base now is an investment in your business’s stability and growth. And your customers will thank you – through their loyalty, higher spending, and enthusiastic support of your brand’s community. In the world of craft beverages, great products will always be key, but a great membership program might just be the catalyst that propels your business to the next level of success.

Sources:

Commerce7 Case Study – Iola Wines club launch results (221% YoY growth, 40% customer base joined)-commerce7.com

Zuora Subscription Economy Index – growth of subscription businesses-vinespring.com

VineSpring (Chris Towt), “Clubs are the Biggest Untapped Opportunity for Breweries” – wine club revenue and beer club trends-vinespring.com & craftbrewingbusiness.com

Silicon Valley Bank, 2021 State of the Wine Industry Report – average percent of sales from wine clubs-vinespring.com

Sovos ShipCompliant, 2021 Direct-to-Consumer Beer Shipping Report – consumer interest in DTC beer shipping (84%)-craftbrewingbusiness.com

Virtue Market Research – global alcohol subscription market value in 2023 and 2030-modwineco.com

McKinsey & Co., “Sign up now: Creating consumer—and business—value with subscriptions” – subscription growth 2012–2018 and consumer subscription habits-mckinsey.com

Firework.com, “Customer Retention Statistics 2024” – cost of acquisition vs retention, 5% retention impact on profit, and 80/20 revenue rule-hbr.org & firework.com

Harvard Business Review – Frederick Reichheld/Bain study on retention vs profit-hbr.org

Firework.com – statistics on existing customer spend and revenue contribution-firework.com

Craft Brewing Business – “Benefits of beer clubs and brewery subscriptions” (Feb 2022)-craftbrewingbusiness.com

Vista Brewing quote on club members as advocates-vinespring.com

PayWhirl Case Study – Cairn Coffee Roasters, on using PayWhirl for subscriptions (efficiency and customer flexibility)–blog.paywhirl.com

IR.com / Forrester Research – on involuntary churn accounting for 34% of churn and the importance of automated billing updates-ir.com

Flexible Payments