Santo Spirits, the tequila company co-founded by Grammy award-winning musician Sammy Hagar and television chef Guy Fieri, is the newest brand to venture into Web3 with a customer loyalty program centered around non-fungible tokens (NFTs). As part of the launch, fans who sign up for the Santo Spirits Club will receive a mystery NFT, with the first 1,000 customers receiving an additional NFT. Built on the Near Protocol and developed with Web3 infrastructure startup Trident3, the project aims to provide unique benefits to its members.
Members of the Santo Spirits Club will receive utility based on their NFT upon the release of Santo Spirits’ new Añejo tequila in the coming weeks. These tokens will be divided into three tiers, with each tier offering unique benefits, such as virtual tequila tastings hosted by Fieri or Hagar, signed guitars, and even exclusive VIP experiences. According to Trident3 CEO Steve Goldstein, the nature of an NFT-based loyalty program allows for fans to access escalating levels of utility.
The Santo Spirits Club is designed to be an ongoing project, where continued engagement earns rewards for users. Goldstein stated that in the future, users may have the opportunity to earn higher-tiered NFTs through activities such as purchasing select bottles of Santo Spirits tequila. He emphasized that Web3 should be seen as an “overlay” to existing business practices, with the ability to offer “access that everyday people can’t get” to exceptional customers.
Although Santo Spirits follows traditional methods to produce its tequila, CEO Dan Butkus sees the potential of embracing modern technology to reach and engage with consumers. By deploying an NFT-based loyalty program, the company can foster engagement that extend beyond traditional means, allowing them to connect with a new audience.
In fact, Santo Spirits plans to connect its already existing informal communities across various social media platforms, as well as hosting events to build a community around the brand. Butkus noted that fostering community spirit around an emerging brand is essential in such a competitive market.
Goldstein believes that loyalty programs developed by brands and leveraging Web3 technology hold the key to onboarding more people to the world of blockchain. He argues that this shift will not happen through so-called “Apes or Monkeys” but through consumer brands, as Web3 aims to facilitate that crucial one-on-one connection between brands and consumers.
In conclusion, the future of customer engagement seems poised for a significant shift with the integration of NFT-based loyalty programs. Combining these cutting-edge technologies with traditional practices is expected to pave the way for brands like Santo Spirits to thrive in an increasingly competitive market and foster deeper connections between their consumers.
Source: Decrypt
