Bero grows DTC ecommerce through omnichannel loyalty program

Non-alcoholic beer brand Bero has grown its direct-to-consumer (DTC) ecommerce sales, in part, through its offline retail sales, using what it calls its “omnichannel loyalty program.”

Bero began as a DTC ecommerce retailer in October 2024, co-founded by actor Tom Holland and John Herman, who is also CEO. It has since joined Amazon in January 2025 and has begun selling through mass merchant retailers such as Target and Kroger.

Regardless of which channel its customers purchase through, they can earn loyalty credits, said Hyojin Park, senior director of ecommerce solutions and growth. She told Digital Commerce 360 that Bero’s products include QR codes that its loyalty members can scan to earn points.

“You could never buy online and only buy on Amazon or at Target and scan these QR codes and start to amass credits as a part of the loyalty program,” Park told Digital Commerce 360. “And then you will have to spend them online, but it’s something that you can just earn. So it’s designed to make sure that you can still earn money back to spend on Bero wherever you buy it. It doesn’t have to be online.”

The retailer’s loyalty program is called Club Bero. It has a free membership and a paid tier called BeroMaster, which costs $55 per year.

Park was the sixth employee at Bero, joining in April 2024, “before Bero was Bero.” She said she was part of a team operating “in stealth mode” as the brand finalized its name and recipes. But one of the pillars she knew the brand needed to build for its ecommerce site was its loyalty program.

How Bero uses loyalty to expand ecommerce

Bero uses Shopify to power its DTC site, Park said. The retailer sees its website as its digital flagship, serving as a storefront and brand experience, she said.

“The loyalty program is probably our most custom piece,” she added.

Bero has expanded in its nearly two years by trying “to think omnichannel,” she said. The retailer is aware that its customers will buy wherever is convenient for them, Park said.

“And our philosophy is to reward them for wherever they choose to buy, which all goes back to Club Bero, which is an omnichannel loyalty program,” she said. “It’s getting into the right channels because customers don’t always shop in the same place.”

Park added that Bero had “a pretty amazing lift from a very simple UX [user experience] change that we did.” Aware that launching with a $55/year membership in its infancy as a brand was a challenge, Park’s team created an incentive to join the program. Bero exposed the paid membership tier as its own product and added it to the cart pane at checkout on its site.

If a consumer clicked it, they would instantly see the 10% membership discount on their order cost as well as free shipping. The discount disappeared if the consumer unticked it. That alone has tripled its membership signup rate quickly after implementing, she said. Park noted that in June, that signup rate was about 10 times what it was when Bero launched in October 2024.

Understanding Bero’s customers and loyalty tiers

The BeroMaster tier has the highest lifetime value (LTV), the best average order value (AOV) and “a crazy repeat purchase rate,” compared to other customer segments for Bero, Park said.

Park said the BeroMaster tier’s repeat purchase rate is more than 80%. In addition, BeroMaster members have an AOV that’s $20 more than non-members, Park said.

“One of the benefits of being a BeroMaster is a Q&A session with Tom,” Park said. “And we always thought internally that would be a huge driver. But when it comes down to it, it’s actually we have fewer attendees on the Q&A than we have repeat purchasers. So I feel like it’s a sign that people just love the beer.”

The Club Bero free tier’s repeat purchase rate is about 30% to 35%, Park said. She noted that even after the second month, new customers’ LTV is “so, so much lower than anywhere on the loyalty program.”

“For the beer, we really do love reading what consumers say and what they request,” Park said. “I actually do read almost all the post-purchase surveys. I don’t use AI to summarize any of it. Everyone is so different. I don’t want to lose anything.”

She gave an example that some of Bero’s customers asked for a darker-style beer. In response, Bero launched a collaborative product with coffee brand Happy, which Robert Downey Jr. co-founded.

That tied into online sales because Bero had an exclusive pre-sale on its ecommerce site, Park said. It used that early access as a lever to reward its loyalty members. Similarly, Bero gave its shandy product line “a head start on [DTC],” Park said.

She said from a strategic perspective in terms of growing online sales, “more is not more.”

Bero learned “how to better balance the format or the catalog differentiation across our channels,” Park said. “It’s been really interesting to see if we give something exclusivity across these different channels, how to not compete and cannibalize the other channels.”

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