In the past, we’ve talked about how the internet has helped smaller, niche breweries get out there and refine their marketing strategy using analytics. Discoverability is easier than ever, and e-commerce has helped grow a direct-to-consumer market in which brewers don’t need to rely on wholesalers or middlemen as much as before. Let’s go further down the sales funnel to see how breweries turn interest into action through well-timed discounts and smart incentives. From limited online releases to subscriber-only deals, these offers now sit alongside the digital taproom experience. What started as an age-old marketing move has evolved online, helping breweries strengthen direct relationships and turn one-time buyers into repeat customers who know exactly where to return for their next order.
Happy Hour Turned into Timed Discounts
When it comes to drinks, the most famous discount is Happy Hour. It was, and remains, a staple in bars all over the world, often supporting small breweries by helping them move stock and attract regulars. While it’s a great feature at brick-and-mortar businesses, it’s a timed discount that doesn’t really work for a website. A website never closes its doors and, depending on the site, may span multiple different time zones. Fortunately, there’s no shortage of timed discount alternatives that brewers and sellers could use instead.
Websites can’t host Happy Hour, but they can more easily host flash sales and other occasion-based sales that can close new customers in record time. E-commerce also makes clearance sales much easier if a seller needs to get rid of some perishable stock. Similar sales are also possible through the data that sellers/brewers hold about their members. Some offer a day-long discount for the user’s recorded birthday (or sometimes the anniversary of account setup). This offers a level of personalization that you probably won’t get at your local pub.
Discounts Reward New and Active Customers
Speaking of user data and how it can influence discounts, signing up with a brewer or seller also opens up the possibility of getting loyalty discounts. All across the internet, a lot of sites offer special discounts for newcomers and loyal members. It’s common in the iGaming industry, where new casino members can access money deposit bonuses or free spins for certain games.
Often, the casino welcome bonus is also accompanied by daily prizes and other things to keep players interested in return visits. The product or service changes, but this kind of discount is consistent across many different e-commerce stores. For direct-to-consumer brewers and small businesses selling alcohol, it’ll take the form of a first-time discount code. The idea is that interested buyers will sign up to the site because of that discount, like the product they get, and stick around for more. If they like it a lot, some brewers offer a subscription service that delivers alcohol boxes every month.
This approach shows up most often with styles that invite exploration, like IPAs and stouts, where drinkers enjoy discovering new flavor profiles without committing to a full case. Some breweries take it a step further by rewarding regular buyers through member programs. A VIP circle might unlock steady discounts, early access to limited releases, or priority offers on small-batch imports, creating a sense of belonging that keeps customers coming back.
Bundles & Multi-Buy Offers for Large Orders
Many bars and clubs offer a multi-buy deal when you get shots, like four shots for $20. When you run the numbers, you get a small discount on each shot while incentivizing groups to spend their money at the bar. Multi-buys and bundle offers are easier to manage through e-commerce and can apply to a lot more than a shot of liqueur. That’s why brewers and sellers also offer these discounts based on how heavy your cart is. While the direct-to-consumer market is stronger than ever, a lot of brewers still make a lot of cash selling to wholesalers. As a result, they may apply a price reduction to those who buy large quantities of beer. This makes each beer cheaper than if you’d bought them one by one.If a brewer/seller has a lot of different beer types on offer, they might offer a bundle showcasing certain products. They may have a discount and, when they do, the goal is to encourage customers to try out new products and find the taste that suits them. Beer tasting kits are common, offering a little bit of each drink, and they also work out cheaper than if you’d bought one beer to try them all out. By doing this, customers can essentially order the beer festival experience to their door. These three categories represent most of the discounts and offers you’ll find at modern brewer sites, if they sell their own product. Thanks to the rise of e-commerce, brewers and beer sellers have found a way to reward customers of all stripes.
