We are big fans of membership clubs or subscriptions because of the obvious reasons: ongoing, solid revenue for the brewery, and perks for the loyal customer. You can read more about subscription benefits here. The key for success is definitely in the perks (and the value compared to the price point), but I feel it also helps to match the vibe / brand essence of the brewery.
Since its founding seven years ago in Lewes, Delaware, Crooked Hammock Brewery has been obsessed with creating a never-ending cookout oasis. The type of place where people can escape reality and enter a backyard paradise of handcrafted beer and great conversation. It’s a great brand ethos, that’s caught on with customers across three cities and two states.
Crooked Hammock’s latest addition to this vibe is a new Backyard Beer Club, a new members-only experience aimed at rewarding truly Crooked guests who want to bring those good vibes back home (and provide more chances to chill at the brewery). And we dig it.
Founding Members will receive a guaranteed near-monthly allowance of limited-edition Seeker Series releases — those “yonder beers” as Crooked puts it, that tug at the outer reaches of taste buds — along with first dibs on brewery-exclusive bottles, new merchandise and swag, as well as members-only invites to VIP parties.
To increase exclusivity, Crooked Hammock will only accept 100 members per location at a set price of $180 per year.
“It’s just another way our fast-growing collection of brewpubs prioritizes putting out big backyard vibes all year: Just beer for a good time,” the company explains.
In addition, Backyard Beer Club members will be the only souls on earth to receive a bottle of Banana Hammock Gold, a bold and decadent riff on our infamous Belgian Quad which ascends to new heights after the beer is aged for 12 months in Bulleit Frontier Whiskey barrels. It clocks in at a whopping 15% ABV, with delicate-yet-boozy notes of fresh bananas and roasted cacao nibs.
The 750ml bottle has been carefully packaged with a special note attached: “You are one of only 300 people to have a bottle of the elusive Banana Hammock Gold. So, sip back and relax, that’s what the Backyard Beer Club is all about. Cheers!”
Other VIP benefits include:
• A 4-pack of every Seeker Series beer drop
• Members-only invites to VIP events
• Free members-only brewery tours with our brewers
• Free birthday pint
• 15% off in-house purchases
• And secrets and surprises galore!
Memberships go on sale on Black Friday and will be available for purchase through Christmas Eve or until they sell out.