Hardknott launches new ‘Crowd Rewards’ scheme

By James Beeson contact

- Last updated on GMT

Engaging: the brewery said the scheme was designed as an alternative to the traditional crowdfunding model
Engaging: the brewery said the scheme was designed as an alternative to the traditional crowdfunding model

Related tags: Social media

A Cumbrian brewery has announced details of a new scheme aimed at rewarding customers who engage with it on social media.

Hardknott Brewery, in Millom, has dubbed the scheme ‘Crowd Rewards’ and hopes to use it to encourage customers to promote its brand in return for Hardknott BeerCoins (HKBC).

The coins can be used to purchase Hardknott merchandise such as T-Shirts and bottle openers.

Posting on its new website, Hardknott said the scheme was designed as an alternative to the traditional crowdfunding model.

Giving our crowd something

“We did start looking at crowd funding for a planned expansion, but came up against various snags,” it said. “We did buy this website address for that reason, but decided not to pursue.”

“After some thought we came up with the idea of turning the crowd funding thing on its head; why not give our crowd something, rather than asking for stuff from our crowd?”

Customers signing up to use the website will receive 100 HKBC, which can be traded on the site. Further coins can be gained by engaging with the brewery’s posts on social media, referring new members and buying Hardknott beer.

Share the love

“Hardknott has had a strong internet and social media presence for many years,” the post continues. “Through blogging, then Twitter, Facebook and other on-line stuff we’ve built a fan base, but it’s getting tricky as more breweries pop-up and more and more get themselves active on social media.

“This scheme is aimed at encouraging existing fans and new fans alike to share the love. The more you share the more HKBC you get. Once you have gained enough HKBCs you can then trade them in for goodies! The more you engage the more you gain, what’s not to like?”

The reward system is as follows:

Logging onto the Hardknott Crowd website – 1 HKBC (once per day per user)
Referring someone to the site – 1 HKBC (up to 5 per day)
Referring a new member – 10 HKBC
Viewing specific content – amount dependant on content
Collecting coupons – amount dependant on coupon location 
Hardknott’s own discretionary awards – Undisclosed amount 
Buying Hardknott beer – Undisclosed amount

Prices of merchandise on the website are currently set at 400 HKBC for a USB bottle opener, and 1,000 HKBC for a T-shirt, of which there are three designs. 

Related topics: Beer

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