While we are still a young brand, the results are pretty dramatic - Club BERO members are spending 1.4x more and purchasing 3.3x more often than non-members. With Rivo, we are able to invest in the community and instantly see the value of loyalty.
A man, a brand, and a beer that needed no introduction
Some brands quietly build their audience over years. BERO isn't one of them.
When Tom Holland announced his next role as a co-founder a beer company, social media took notice. From the start, BERO was built around a genuine story of moderation and inclusion. It was Tom's personal story. His own decision to step back from alcohol and build something for people who wanted inclusion gave the brand depth and purpose. The inception of BERO was an intentional product designed to stand alongside any premium craft beer.
In the age where Gen Z is dropping mascara and cutting back on alcohol, many are turning to “NoLo” (non-alcoholic or low-alcohol) options. In 2023, the non-alcoholic beer market was valued at over $34 billion and is expected to grow 5.6% annually through 2028, according to industry reports.
Major outlets including Food & Wine, Fast Company, and Forbes covered the launch, spotlighting BERO’s mission to redefine what non-alcoholic beer can be.
But for all the media hype, the business problem was classic DTC beverage math. Six-packs retail for around $12, leaving little margin per order (and, liquid is expensive to ship).
CPG is a tough category. Non-alcoholic beer is even tougher.
When BERO hits the shelves at Target it broke records overnight
BERO hit 1,400 Target stores nationwide to kick off 2025. It was the biggest non-alcoholic beverage launch in Target’s history. Overnight, BERO became more than just another SKU in the growing non-alcoholic aisle. It was the one everyone was talking about and one of Target's most successful beverage launches to-date.
For most brands, that kind of momentum would be the peak. The BERO team, led by seasoned leaders with backgrounds from C4, Anheuser-Busch, Sam Adams, Moët Hennessy, knew that the real challenge wasn't making headlines, it was building a business model that would sustain long after the talk-show clips stopped airing.
The sobering question: How do you turn curiosity-driven “one six-pack buyers” into long-term DTC customers?
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We’re thrilled our serialized product identification technology can support BERO in setting a new industry benchmark. BERO has redefined customer loyalty with an industry-first omnichannel program that rewards customers wherever they shop, cultivates retention, and delivers a seamless, secure experience.
Converting One-Time Retail Buyers into Club BERO Members with Rivo Omnichannel
BERO's answer was to build community around membership. With Rivo they built Club BERO — a two-tier program designed not just to reward purchases but to make customers feel like insiders.
Inside every six-pack and variety pack of BERO is a serialized Digimarc QR code. Customers scan it to have credit instantly added to their Club BERO account, even if they bought at Target, Amazon, or another retailer. It’s a way of pulling anonymous retail buyers into BERO's ecosystem, giving them reasons to stay, and offering touchpoints far beyond the can itself. All powered by Rivo and Digimarc's integration.
From day one, the program had two tiers: a free membership open to anyone, and BEROMASTER, a $55/year paid tier designed to give greater access and deeper benefits.
- Free Membership: unlocks perks like welcome credits, credits on purchases, VIP support, and free shipping on orders $50+.
- BEROMASTER ($55/year): adds 10% off every order, free shipping with no minimum, 2× credits on every purchase, a $10 welcome credit, surprise giveaways, and exclusive live Q&As with Tom Holland.
A seamless, omnichannel customer experience::
- Shipping ladder: Non-members saw free shipping at $65+, free members at $50+, while BEROMASTERS always had free shipping. The membership benefits were built into the customer decision flow.
- Cart integration: At checkout, a prompt offered shoppers the option to “Join Club BERO” for $55/year, listing the benefits directly in the cart modal. Membership is part of the path to purchase.
- Membership as a SKU: The BEROMASTER Membership could be added to the cart like any other product, billed annually. This normalized the idea of paying for loyalty.
- Account authentication: Powered by Rivo Accounts, every member logged in through email, Shop Pay, or Google.
Behind the scenes, the experience was powered by Rivo. Rivo’s platform gave BERO the ability to run BEROMASTER as a true subscription tier, unify accounts as the loyalty hub, integrate credits and referrals directly into Shopify Checkout, and tie Digimarc’s QR system into the loyalty engine. Customers can also subscribe to products on a monthly or quarterly basis using subscriptions powered by Skio.
Loyalty That Lasts: Turning Cultural Attention into True Retention
Club BERO quickly became the place to host experiences that made fans feel closer to the brand.
When BERO launched its new Double Tasty West Coast Style IPA, the campaign didn’t start with ads. Before the launch, there was a Club BERO Q&A session with Tom Holland. According to Chief Marketer, 60% of BEROMASTER members tuned in live. The next day, 58% of all loyalty members – free and paid – pre-ordered the new beer before launch. The official release date? June 1, Tom's birthday.
The right retention partner changes everything –bar none
Using Rivo's platform, combined with Digimarc’s QR codes, BERO saw:
- 6.7× higher repeat purchase rate among members (90.4% vs. 13.4% for non-members)
- 3.0× higher purchase frequency (3.9 vs. 1.3 orders per year)
“We’re thrilled our serialized product identification technology can support BERO in setting a new industry benchmark,” said Ken Sickles, Chief Product Officer at Digimarc. “BERO has redefined customer loyalty with an industry-first omnichannel program that rewards customers wherever they shop, cultivates retention, and delivers a seamless, secure experience.”
BERO's launch proved a simple truth, the BEROMASTER membership is a fundamental part of the brand. And it’s the engine behind sustained growth. By connecting customers to an owned ecosystem and rewarding engagement across every channel, BERO transformed early cultural attention into long-term brand equity.
