Dive Brief:
- Santo Spirits, a premium spirits company by musician Sammy Hagar and chef Guy Fieri, has launched the Santo Spirits Club Web3 loyalty program in partnership with Trident3, according to information shared with Marketing Dive.
- Early members will receive a digital collectible that will reveal a reward when Santo Añejo, a new aged tequila, is introduced on June 15. The program also offers virtual tastings, autographed collectibles and more.
- As competition heats up in the fast-growing tequila market, a spirits loyalty club could give Santo a way to deepen its relationship with consumers and drive trial of its new product. The program is built using the NEAR protocol, a carbon-neutral blockchain.
Dive Insight:
Santo Spirits is embracing Web3 and exclusivity in order to drive loyalty and sales. Despite a broad pullback from crypto across industries, Web3 still promises a way to boost loyalty marketing strategies with repeat digital engagement via digital tokens or NFTs and by supporting efforts to collect first-party data as the demise of third-party cookies approaches. This is why brands like Starbucks have been exploring combining Web3 tactics with loyalty. YSL Beauty has also embraced this approach to loyalty marketing.
Consumers who continue to engage with Santo’s loyalty program have the opportunity to collect more digital assets, a potential benefit of joining. Going forward, the company will continue to work with Trident3 to build new experiences with the fan base of Hagar and Fieri in mind.
“The program continues Santo’s commitment to delivering exceptional customer experiences while leveraging digital technology to drive customer engagement,” said Santo Spirits CEO and president Dan Butkus in a press statement.
Building customer loyalty remains an important strategy for marketers even as consumers show a penchant for skipping from brand to brand. Santo Spirits is banking on combining consumer interest in celebrities and the value of digital engagement can give its new loyalty program an upper hand.
