• BRC - BREWard Club - Beer Reward Club - Free to join
More details about the BRC:
BRC - BREWard info - Free to join.

To sign up:  Click "add to cart" and then check out.
Pay with "Gift Card" then you do not need to enter a real credit card number.


As we have found, there is no perfect system for allocated beers as the demand surpasses supply by a great distance. We have 1500+ people signed up on BRC and many times we get less than 36 bottles. We are trying to do the best we can to be fair. Overall, we have been happy with the system.

This is the only way to get bees like Side Project Brewing, 2nd Shift Barrel Aged Releases, Cantillon, Founders KBS, Goose Island Rare and BCS and so on.....


Your phone number will be your account number. After you sign up, you must give your phone number without the area code every time you check out at any of our stores. Your name will appear on your receipt. If your name is not on the receipt you are not getting credit for the purchase. Tell the checker immediately if your name is not on your receipt. You can join if you are out of town also. When you place an order, just put you want to join the BRC program and we will start tracking your purchases.

Here is how we allocate the beer....


We have been basing the allocation on the previous 6 months sales. We feel 6 months is a good amount of time to reward regular customers. I feel that is a good amount of time to let new people sign up and get in on the allocations. We have also been rotating how we allocate. We use a few methods.

  • Based on overall sales
  • Based on beer only sales
  • Based on quantity of units purchased (instead of dollars).
  • Sometimes if we get 50 bottles we send out an email to the top 100 and say first come first served at the store.
  • Sometimes it is based on a particular brewery like the top Founders purchasers will get KBS.  
  • Sometimes we blend the two, like the 2nd Shift BA release we are allocating some out to the top 2nd Shift supporters and some to the top overall supporters. 
  • Sometimes we will still do online fastest finger method.
More info
  • We do still randomly put special beers out on the shelf for shoppers to find.
  • We have a new "pop up" system that members of the BRC will randomly get selected for to purchase a bottle of allocated beer.  A pop up window at the register comes up when you check out at our stores. We want to reward people shopping in our store.
  • We also have been randomly drawing names for allocated beer further down the list when some beer does not get picked up.
  • You will get an email if you get an allocated beer, you have 7 days to pick up or it goes to the next person on the list.



  • VERY IMPORTANT:  After you sign up, make sure you give your phone number each time you check out. This is how your purchases will be tracked. Sometimes if you are buying a lot of beer the checker will ask you if you are a member, but when it gets busy they might forget. Just tell them when you are checking out you are a member of the BRC at any time while they are scanning your stuff. Plus, this time of year we will have some holiday help that will be working at the register that might not ask as they will be part time and new. Your name should appear on your receipt, if it does not, tell the checker immediately because that means your purchases are not being tracked.

    New feature:  Our new POS system will be able to randomly select a BRC member -- when you check out, a message will pop up on our screen saying something like "you have been allocated a bottle of [insert super rare beer name here].  Again, as a way of rewarding people for shopping in the store.  This will be totally random and we will not know until you actually go to purchase something and this note will pop up.  This will not start until January as I need to work out the details after we get through the holiday season.  Sometimes it might be a free give away to pick out of our swag box of beer stuff or it might guarantee you a bottle of the next upcoming release.  Possibilities are endless. I think this will be a very cool feature.



    Any questions or comments email paul@wineandcheeseplace.com

    BRC - BREWard Club - Beer Reward Club - Free to join

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