In a recent CBB feature, contributor Andrew Coplon floated the idea of subscriptions as one new craft beer sales strategy in the wake of COVID-19 and its impact on taproom-as-usual business. There are a few ways to think about implementing this, and one low-key great example just sent our way is Hop and Sting Brewery‘s new Growler Club promotion.
The Grapevine, Texas-based brewery is offering memberships at $10 a month, which gets members 50 percent off all growler fills. Members also get branded club growlers that are gorgeous, contemporary double wall steel with rubber bases. Plus, the deal is exclusive. Sign ups for the Growler Club opened June 19 and is limited to 100. If it maxes out, that’s an easy $12,000 in revenue just in the club fees, while also encouraging more trips to the brewery / emphasizing the importance of to-go sales at this time.
The Growler Club deal is linked to the second year anniversary of Hop and Sting Brewery as an independent brand brewing in Grapevine, which flew by as the country reopened.
“It’s really crazy how everything has worked out up to this point!” Co-Owner Jon Powell says. “Our anniversary was June 1, the day we bought the 906 Jean Street location for Hop and Sting.”
Now as the nation re-opens, orders for beer have come flooding in, and in addition to the Growler Club deal, there was a cool quasi-anniversary / reopening celebration event that included an on-site local barber.
“Everyone needs to restock and we have a great demand to fill. Celebrating our anniversary was the furthest from our mind at the time, but we’re ready to say thank you to our customers who remained supportive by purchasing BEER TO-GO and from local beer shops.”