In the race to capture new consumers and retain them, few spirits companies have pursued new age marketing efforts in the digital world. That’s changing.

Beam-Suntory is launching a retail program called “The Bourbon Revival,” a new digital-age loyalty rewards program that could redefine how consumers seek information on bourbon.

Digital marketing firm Prizelogic developed Bourbon Revival. It was soft launched in June. Beam-Suntory continues to set up the app with liquor stores across the country.

A company spokesperson said that Beam-Suntory will educate consumers through:

• “Augmented Reality – Using BlippAR (app), we are delivering 3D experiences to shoppers in-store and digitally;
• “Bourbon Revival Passport – Rewards consumers for engaging with the digital experience…by watching videos, taking quizzes, and various other actions, they receive stamps to win awesome rewards – with Grand Prize rewarded during Bourbon Heritage Month (September);
• “Bourbon 101 – Through unique displays, explore the history of bourbon, how bourbon is made, and information about bourbon vs. whiskey;
• “Bourbon Matchmaker – Finds the perfect bourbon (and cocktails) for their preferences based off their drinking occasions, flavor preferences, etc.;
• “Brand Information – Educate about each of our bourbon brands and interact with informational videos.”

It will be interesting to see how this plays out and whether other bourbon brands pursue similar strategies. I’ve not joined to test the accuracy, but it’s these kind of marketing tactics, using education, that should be applauded vs. the poorly developed ads we’ve seen in beer the past 20 years.

If bourbon is to continue its rise, genuine education not marketing fluff will be the reason why.

Here’s what Bourbon Revival looks like: