FSR May 2023

LIQUID INTELLIGENCE

and marketing at Neshaminy. “It was just kind of a way, especially after COVID and stuff, [of] trying to make a little bit more of like a tight-knit group of beer people, because it used to be much more of a community-focused thing,” Park says. “And then as craft beer has grown, you kind of lost some of that. So [we’re] just trying to build a little bit of that back.” For an annual fee of $100, mem bers—capped at 100 people the first year—receive a 10 percent discount on beer, wine, and cocktails at all locations, with a double discount of 20 percent on Tuesdays and Wednesdays (which have traditionally been slower traffic days). “If it were me, and I knew I got a little bit of an extra discount and I was going out anyway on Tuesday or Wednesday, yeah, I would go there. So that was kind of the thinking behind it,” Park says. “And we have food trucks every night. So that’s your easy night out during the week.” Additionally, members get an exclu sive member glass, a T-shirt, a free birth day beer, invitations to exclusive Creek Club parties, and priority access to lim ited-release brews and events. After launching the portal to sign up for the Creek Club in January as first-come, first-serve, Neshaminy quickly reached its cap of 100 people—though it may expand to more members in the future. While Neshaminy is small enough to try out-of-the-box events—like “Dracula Day” in March where customers came dressed as vampires—Park notes res taurants that launch beer clubs can ben efit in more ways than one by creating something special for guests to look for ward to. “Now we have this little focus group of people that we know, who know our brand and are familiar with us,” Park says. “We can use them as a resource to be like, hey, come pick up this can of something new, we want feedback on this beer, or what events would you like us to bring back?” [We’re] cultivating that taproom cul ture again, after all the chaos of the last few years,” he adds.

“Now we have this little focus group…We can use them as a resource to be like, hey, come pick up this can of something new, we want feedback on this beer, or what events would you like us to bring back?”

NESHAMINY’S CREEK CLUB IS ELEVATING ITS TAPROOM CULTURE WITH DIE HARD CRAFT BEER LOVERS, AND GIVING THOSE MEMBERS SPECIAL PERKS AND DISCOUNTS AS INCENTIVES TO VISIT MORE OFTEN.

otherwise would, and we love interacting with club members when they stop in to pick up their bi-monthly subscription and talk all things beer,” she adds. In February, Neshaminy Creek Brew ing—an award-winning craft brew ery, beer garden, and taproom with

three locations north of Philadelphia— launched a beer membership program. The slowdown in traffic following COVID and a desire to give back to regulars and get them excited about something new drove the decision to launch The Creek Club, explains Kyle Park, director of sales

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