• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • Advertise
  • About Craft Brewing Business

Craft Brewing Business

Professional Insight, Unfiltered

  • News
  • Business & Marketing
  • Ingredients & Supplies
  • Packaging & Distribution
  • Equipment
  • Webinars & White Papers
  • COVID-19

Alcohol buying trend? Mobile shopping app sees rise in ‘brewpon’ rebate redemptions

September 13, 2017Chris Crowell

brewponing
Don’t blame us. We didn’t come up with the term Brewponing. Unless you think it’s cool. Then we totally did.

I can’t tell whether I hate or love the term brewponing yet. Brewpons are rebates and cash back apps used when customers are buying their beer, wine and liquor. Get it? A brew coupon? Clever pun or dumb fake marketing term? The answer might be both. Anyway, clever, annoying or neutral, it might be a way to create some modicum of loyalty in an increasingly unloyal marketplace.

Mobile shopping app Ibotta analyzed more than 31 million receipts over the last year, revealing a 25 percent percent growth in alcohol rebate redemptions during that time. Wine spiked more than three times that, with an 84 percent growth in rebate redemptions. The analysis also found that young males, Ibotta’s fastest growing user group, redeemed alcohol rebates at a higher rate than younger females (31 percent compared to 26 percent).

Even though studies show that younger Americans prefer wine and spirits to beer nowadays, last year alcohol sales dropped for the first time in five years. And Bud, Miller and Coors all expect volume dips around 3 percent in 2017, an annual trend for the beer giants since 2011. But with nearly nine in 10 millennials using coupons, be it traditional clippings, online promotions, rebate programs, etc., alcoholic brands are realizing the value of using rewards offers to reach the financially savvy Brewponing audience.

Alcohol brands like Anheuser-Busch are already leveraging Ibotta to reward millennials with cash back on beer, wine and spirits purchased in restaurants, bars and at sporting events all over the country. Even alcohol delivery brands like Drizly and Minibar are partnering with Ibotta in its recently expanded Mobile Marketplace to reach this new Brewponing demographic at home. Ibotta’s analytics also reveal that men ages 25-34 are nearly three times more likely than women to order alcohol on demand via Drizly or Minibar.

millennials buying trends
Friday fun with stats: Millennial dads are doing a ton of grocery shopping — are they buying beer too?
arryved
Arryved debuts OpenTab to change the on-premise POS game
summit brewing
Marketing deal of the week: Summit Brewing named Official Craft Beer of the Minnesota Twins
Ohio’s Catawba Island Brewing plans major expansion, renovated taproom, new beers and way more capacity

Reader Interactions

Leave a Reply Cancel reply

You must be logged in to post a comment.

Primary Sidebar

Latest News

  • This resplendent Oregon hop farm has the ultimate beer garden (TopWire Hop Project) reopening April 30 (enjoy some images)
  • This Get Your Drink On app gifts beer money to a phone’s digital wallet, so please send me some
  • New Yuengling limited-edition desert camo Lager cans honor vets and allow drinkers to engage with a Snapchat Yuengling eagle
  • Arryved debuts OpenTab to change the on-premise POS game

Sign up for our newsletter

unsubscribe from list

Most Popular Today

Recent Features

  • Crosby Farm TopWire Hop Project 12This resplendent Oregon hop farm has the ultimate beer garden (TopWire Hop Project) reopening April 30 (enjoy some images)
    April 15, 2021
  • Get Your Drink On app people cheers drinksThis Get Your Drink On app gifts beer money to a phone’s digital wallet, so please send me some
    April 15, 2021
  • GEA-InsightPartner-ProduktbildInside the real-time process control of GEA’s InsightPartner software
    April 14, 2021
  • roughhouse brewing cave aged beersCave-aged beer finally excavated by Roughhouse and other beers to know this week
    April 13, 2021
  • Distribution update: 21st Amendment heads to Hawaii, Upland Brewing to Chicago, Ceria Brewing to Texas/Puerto Rico and lots more news
    April 13, 2021
  • CODO Can design backgroundExploring canning trends and the can shortage with CanSource
    April 12, 2021

Footer

  • Email Newsletter Sign Up
  • About Craft Brewing Business
  • Contact Us
  • Advertise on Craft Brewing Business
  • Media Kit Download
  • Privacy and Terms

© 2021 · CBB Media LLC

Continue ...

sponsored by