When the notion of MUP was first introduced, I remember thinking “this is big!” and I wondered how the industry would react. I also wondered how I would react if the same were to be implemented in England; would it make a difference to how or what alcohol I buy? Would I even notice the price rises?
When it comes to the most-valued loyalty-program benefits, monetary incentives top the list in every region. However, creating meaningful differentiation requires offering more than generic deals, and thinking beyond monetary perks can help brands stand out.