Boston Beer Digital Refund Transformation

The Boston Beer Company began in 1984 brewing Samuel Adams beer and is known today as one of the most respected craft brewers in the U.S. We consistently offer the highest-quality products, and we apply our craft credentials to innovative "beyond beer" products. Our core brands include household names like Angry Orchard, Dogfish Head, Samuel Adams, Sun Cruiser, Truly, and Twisted Tea.

Briefly describe the nominated organization: history and past performance (up to 1,250 characters):

The Boston Beer Company began in 1984 brewing Samuel Adams beer and has since grown to become one of the largest and most respected craft brewers in the United States. In addition to Sam Adams, core brands include household names across beer and "beyond beer" including Angry Orchard, Dogfish Head, Sun Cruiser, Truly, and Twisted Tea. The company operates branded taprooms and hospitality locations including restaurants, bars, and even an inn, in California, Delaware, Massachusetts, New York, and Ohio. With a commitment to quality, innovation, and community, Boston Beer has consistently delivered high-quality products while fostering strong relationships with our loyal drinkers. Our customer service philosophy centers on responsiveness, transparency, and goodwill, ensuring that every interaction reflects our dedication to drinker satisfaction across every brand and property. We stand by our products and offer compensation for every quality concern received, thanking the drinker for their feedback, ensuring them we aim to identify and correct the issue, and trusting them to give us another shot. Consumer Relations is managed by a nimble in-house team that has remained flat in headcount, even as our business has grown. In 2023 we identified an opportunity to revolutionize our refund process to better meet consumer expectations and create efficiencies among the core team.

Outline the organization's achievements since July 1, 2023 that you wish to bring to the judges' attention (up to 1,500 characters):

At the height of Covid, alcohol consumption was on the rise and the hard seltzer category, which Truly pioneered, was booming. The Consumer Relations team was met with an influx of drinker contacts directly correlated to this increase. With a commitment to continue providing excellent customer service despite the macroeconomic challenges, the team adapted while recognizing an opportunity to minimize the "physical" aspect of our refund process. For as long as Boston Beer has been in existence, a quality complaint was met with a product refund in the form of a physical check. This required coordination among four departments and a dozen coworkers, a signature from our founder, and reliance on the postal service. In a highly regulated industry such as alcohol, sending coupon codes was not a viable refund method. So instead, the team sought to revolutionize how drinker reimbursements were processed internally. Since July 2023, Boston Beer has implemented an integrated digital refund solution within our CRM system, Emplifi. We RFP'd several vendors and ultimately partnered with SkuX to create a new-to-world, fully customized virtual debit card distribution platform through the Emplifi API. This innovation efficiently generates virtual debit cards that can be emailed directly to drinkers as compensation or goodwill gestures within the CRM system. The impact has been transformative: drinkers now receive funds within 45 seconds of clicking the link on average, compared to the previous 4-6 week wait for physical checks. Operational efficiency has also improved significantly, saving 20 hours per month across a dozen individuals and four teams, freeing resources for higher-value tasks. Adoption has been remarkable, with approximately 85% of refunds now processed digitally. This initiative not only enhances drinker satisfaction but also demonstrates our commitment to leveraging technology for better service. By prioritizing speed, convenience, and security, we have set a new standard for customer care in the beverage industry and unlocked a new solution for other Emplifi customers.

Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the organization's past performance (up to 1,500 characters):

The digital refund option for our drinkers delivers standout engagement - averaging 87% offer views and 50% card usage with growing adoption each year - while resolving issues faster and strengthening brand trust. The nearly 5,000 digital prepaid cards issued so far outperform paper checks by providing immediate access to funds, 45 seconds versus 4-6 weeks, reducing fraud risk, lowering operational costs and increased resource efficiency, 240 hours freed annually, and creating a faster, safer, and more brand-aligned drinker experience. Key advantages include:

• Faster resolution with instant or same-day delivery, unlike delayed and slow-clearing paper checks.
• Stronger security through serialization and authentication, reducing fraud tied to mailed checks.
• Lower operational costs by eliminating printing, postage, or manual processing.
• Accessibility for unbanked or underbanked consumers, offering safer, more inclusive options.
• Enhanced brand experience with customizable card design and clear communications.
• Actionable data insights from digital usage and redemption, improving future care and loyalty initiatives.

Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 1,500 characters):

Attached you will see digital refund offer utilization year over year and total dating back to our launch in July 2023, the use case, case study and examples of custom card images in conjunction with our partner SkuX, as well as testimonials from drinkers who have received and used a digital prepaid debit card.