Editor’s Note: For premium nonalcoholic beer brand Bero, which is co-founded by “Spiderman” actor Tom Holland, loyalty is a core tenant to its marketing strategy, according to Chief Marketer Network publication Multichannel Marketer. And it’s using a tiered membership model—dubbed Club Bero—to help drive repeat purchases. Below is an excerpt of the piece; head to Multichannel Marketer for the full story.

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Bero is untapping a niche for itself: premium nonalcoholic beer.

The brand launched in October 2024 with actor Tom Holland as the co-founder. Bero is targeting affluent consumers who are transitioning to more intentional living, said Cécile Peters, vice president of digital and ecommerce. Bero positions itself as a great tasting beer, that happens to have low alcohol. A six-pack of its nonalcohol beer is about $11.99, which is roughly the same as a craft beer six pack.

Loyalty is a core tenant to Bero’s marketing strategy, which is unusual for a new brand, said Peters, who spent six years at Moët Hennessy.

“Lifetime value of a consumer is really key in beverage because you are competing with so many brands,” she said. “Consumers have so much choice that loyalty is key to win the long-term game.”

Bero’s tiered membership model

Bero has a tiered loyalty program, called Club Bero, with a free level and $55 annual paid level. Of all consumers in its database, 40% are free members and 5% are paid members. The remaining 55% are signed up for emails but have yet to create a membership account. Peters declined to share the number of consumers in its programs.

Free members receive free shipping at $50 and VIP customer support, among other perks. Paid members receive free shipping on every order and such perks as Q&A sessions with Tom Holland, early access to products and 10% off every purchase.

“This is a product that has a low average order value,” Peters said. “You can build your business if you drive repeat purchases. And in order to create repeats, you need at least two ingredients. You need a great product, which we have, and then you need an additional reason to choose that brand versus another brand. And that’s what we’re trying to do with Club Bero, is really welcome any consumers to our extended world that goes beyond just the transactional and the liquid aspect.”

Head to Multichannel Marketer for the full story.