Over the last 10 years or so, some breweries have incorporated the concept of members-only clubs into their business strategies as a way to pre-sell exclusive brands within the portfolio. But these limited-access clubs typically represented only a portion of the brewery’s overall production.
But lately, a new concept has arisen where small breweries are selling virtually all of their beer only to subscribed members. Horus Aged Ales in Oceanside, California, Hanabi Lager Co. in Napa Valley, and Floodland Brewing in Seattle are examples. One brewery, Private Press in Santa Cruz, California has taken it to perhaps the highest level, selling 10 annual beer releases to only 600 members.
Crunch the numbers and you might be surprised.
Full article here at Punch Drink.