AnyRoad Unveils Lifetime Loyalty Division, Transforming Brand Experiences into Repeatable Revenue for Alcohol Brands and Beyond

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SAN FRANCISCO, February 17, 2025 — AnyRoad, the leader in experiential marketing and events software, today announced the public launch of its Lifetime Loyalty division after a year of focused market validation with select brand partners. The launch comes at a critical time for the U.S. alcohol industry, which faces significant market pressures. In the Distilled Spirits Council Annual Economic Briefing, they reported total US spirits revenue dropped 1.1% in 2024, the first annual revenue decline that DISCUS reported since the organization began hosting economic briefings in 2004. Brands are actively seeking innovative solutions to increase sales velocity and improve turn rates in both traditional distribution channels and owned channels.

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While the new division has gained particular traction in the spirits industry, its solutions are already driving results for global experiential-minded brands across industries, including LaLiga North America LL12 loyalty program, with expansion into European markets on the horizon.

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"The spirits industry is at an inflection point," said Bay McLaughlin, Managing Director of Lifetime Loyalty at AnyRoad. "With the craft spirits market experiencing its first decline in recent history, with both sales volumes (-3.6%) and market value (-1.1%) decreasing in 2024, brands need new strategies to build sustainable growth and more deeply engage their customers. Our Lifetime Loyalty division provides a proven solution by converting brand experiences into direct, recurring revenue streams."

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The platform enables brands to unlock the full potential of their experiential marketing investments by creating premium membership programs that generate predictable recurring revenue while building strong communities of brand advocates. This innovative approach helps brands overcome traditional distribution challenges by establishing direct, lasting relationships with consumers across the country and soon - internationally.

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The Lifetime Loyalty division has secured partnerships with heritage distilleries including Heaven Hill Distillery, Nearest Green Distillery, and Lux Row Distillers, and craft brands like Castle & Key, Catoctin Creek Distilling, Tarnished Truth Distilling, and many more, demonstrating its broad market appeal. The division reports that experience-driven opt-ins via AnyRoad are converting to paid loyalty at four times the rate of traditional channels, with member spending increasing 150% within the first year.

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"In today's market environment where digital captures more than half of all U.S. alcohol advertising spend and consumers are inundated by competitive advertisements, the focus on transforming one-time visitors into lifelong advocates is more crucial than ever," added Bay McLaughlin. "Our platform bridges the gap between experiential data and sustainable growth, creating new profitable revenue channels that complement existing distribution strategies."

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The platform for beverage brands offers two core solutions: Bottle Clubs and Premium Memberships. These turn-key programs provide end-to-end management, requiring zero additional headcount from the alcohol brand while delivering predictable recurring revenue streams through curated shipments, exclusive access, and VIP experiences. The programs are specifically designed to help brands attract, train, and retain high-value customers who become knowledgeable brand ambassadors in their communities across the nation.

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"AnyRoad's platform has been essential in understanding our customers, and their Lifetime Loyalty division helps us turn those insights into action. Their expertise made launching our premium membership program effortless, and the early results are impressive. We're excited to expand our partnership with our upcoming bottle club launch." - Becky Harris, President Catoctin Creek Distilling and American Craft Spirits Association Board Member

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To celebrate the public launch, AnyRoad is offering a special spring promotion: new and existing AnyRoad customers who sign up for Lifetime Loyalty services before May 31st, 2025, will have their annual subscription fees waived for their club program (terms and conditions apply).

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"The response from our early customers has been overwhelming," added Bay McLaughlin. "With another two dozen programs set to launch this year across multiple industries and regions, we're excited to help more brands create thriving communities of superfans while generating reliable recurring revenue and strengthening their market presence."

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About AnyRoad

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AnyRoad is the leading events and experiential marketing platform for consumer brands, helping them significantly increase the impact of experiential on their business. Unlike other event solutions, AnyRoad was built to power experiential across the entire consumer journey – from initial engagement through lifetime loyalty. Brands like Anheuser-Busch, Diageo, Unilever, Campari, and The North Face all use AnyRoad to transform their consumer events and brand experiences into long-term customer loyalty and revenue growth. For more information, visit www.anyroad.com.

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For more information about AnyRoad's Lifetime Loyalty solutions, visit anyroad.com/loyalty or schedule a demo.

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