Anheuser-Busch has partnered with U.S. Bank to offer a Budweiser Rewards Visa Platinum credit card in the U.S. While card members won't be redeeming six packs, they will be earnings points that can be used to redeem apparel, gifts and other items from Budshop.com and Budweiser Genuine Collection catalogs.
The Budweiser Rewards card allots three points for every dollar spent on Anheuser-Busch products - including online and catalog merchandise, brewery tours, as well as theme parks tickets and resort stays at Busch properties (SeaWorld, Discovery Cove, Busch Gardens, Adventure Island, Water Country USA, Sesame Place and Aquatica). One point is awarded for each dollar spent elsewhere.
New customers receive 1,000 points as a first-purchase bonus. For every 2,500 points earned, card members are automatically sent a $25 Anheuser-Busch Merchandise Gift Card, which can be redeemed for the wide selection of apparel, novelties, culinary and sports items available at Budshop.com and through Budweiser's catalogs.
The cards will be marketed on both the U.S. Bank website and Anheuser-Busch sites. Card applications will also be available in U.S. Bank branches and in Anheuser-Busch brewery gift stores.
"We have an existing relationship with Anheuser-Busch," Jackie Sperl, assistant VP of retail payment solutions for U.S. Bank, told DMNews. "We have ATMs at [Anheuser-Busch property] Sea World currently, so it's just adding to our partnership with them. This is something that Anheuser-Busch wanted to do, and we jumped at the opportunity to partner with them."
Mr. Sperl said direct mail and e-mail might also be leveraged to market the cards by targeting existing customers of Budshop.com and the brewer's merchandise catalogs.
Most major retailers along with airlines and hotels appear to have rewards credit cards programs, as well as some niche smaller chains. But it's rare for a consumer brand to have one. Many of the sports leagues, particularly the NFL and MLB, have rewards cards around teams. Two of the most successful branded credit cards are from Starbucks and Walt Disney.
Discussion Questions: What do you think of the potential for rewards credit card programs from vendors? Is this an opportunity for just a few brands such as Budweiser or Disney or is it a much wider opportunity?