Craft beer loyalty plan: The Bruery details 2016 Society membership programs

The Bruery in Orange County, Calif., specializes in in experimental and barrel-aged beer, soon with a GEA brewhouse.

We love craft breweries that find fun ways to engage their loyal customers. The Bruery is one such brewery and just released details surrounding its 2016 Society membership programs.

What does your tasting room say about you?

The Bruery focuses on exclusivity, and that brand identity is driven home by the Society membership program, which is an awesome customer club that has three different levels of membership:

• The Bruery Preservation Society is a quarterly beer club. Each quarter, members receive a package of three different, limited release beers – typically a strong barrel-aged beer from The Bruery, a sour ale aged in oak barrels from Bruery Terreux and a limited release beer.
• The Bruery Reserve Society is a collection of the brewery’s most avid supporters. Each year, members are guaranteed access to a number of exclusive and limited release beers, members-only events and other member perks.
• The Bruery Hoarders Society is an exclusive, invite-only club of the most passionate fanatics of The Bruery.

The timeframe to opt-in increases the exclusivity of the membership. Reserve Society and Hoarders Society members must renew their memberships through TheBrueryStore.com from July 13 through August 30. Following that period, Preservation Society members will have the opportunity to upgrade to the Reserve Society on a first-come, first-serve basis, from August 31 through Sept. 11. Public sale of Reserve Society memberships (if any space remains) will open on Sept. 14.

The Breury is always doing something cool. For example, Bruery Terreux is a new farmhouse-style brand from The Bruery that focuses exclusively on wild and sour beers. Now fully operational, Bruery Terreux has its own dedicated fermenters, barrel-aging space and bottling line. New beers and returning beers under the Bruery Terreux brand will continue to be released in 2016, with a number of them reserved for Society members. And, starting in 2016, visitors will have a whole new way to experience these beers as well. Scheduled to be completed by the end of 2015, Bruery Terreux will have its own Tasting Room –– offering a new home to appreciate the traditional, patient art of sour and wild beer.

The build out of Bruery Terreux has allowed The Bruery to continue its expansion and innovation at its original location. This includes the new state-of-the-art bottling line, centrifuge, fermenters, additional barrel-aging space and upgraded brewhouse.

The Bruery will also ramp up its pilot brewing operations, with creations available exclusively in the Tasting Room until one is ready for primetime on the big brew system.

All told, The Bruery is experiencing calculated, steady growth in both quantity, and more importantly, quality from 2014 to 2015 and onto 2016 through the implementation of new, specialized production teams and state-of-the-art equipment.