Circle K Rolls Out Nationwide Alcohol Cash-Back Program
Circle K is expanding its retail media capabilities with a new in-app alcohol cash-back program designed to offer digital rebates on beer, wine and spirits purchases.
Powered by retail technology provider Swiftly, the program is now live in more than 4,300 Circle K stores across 31 states.
The initiative allows legal-age shoppers to access and redeem product-specific cash-back offers via the Circle K mobile app, with rebates delivered digitally almost instantly after purchase. According to Circle K, the program has helped improve conversion rates in the alcohol category since its initial launch in May.
“Our customers are looking for convenience and savings, and this program delivers both,” Jeff Lohnes, director of adult beverage for the U.S. at Circle K, said in a media release. “By partnering with Swiftly, we’re not only bringing exciting offers to our shoppers but also further enhancing customer loyalty.”
The program also reflects Circle K’s push to deliver more personalized, mobile-first experiences. By embedding cash-back functionality directly into the app, the convenience retailer is adding new tools for engagement at a category level while creating opportunities for brand partners to participate in its retail media mix.
A New Layer of Retail Media in Alcohol
While alcohol promotions have traditionally faced compliance and measurement challenges, the new platform offers brands a way to run targeted, trackable campaigns within Circle K’s mobile app environment. Swiftly handles the state-by-state regulatory complexities, allowing Circle K to onboard campaigns quickly while meeting legal requirements.
Campaigns can be segmented by product, category or geography, and are supported by in-store signage, digital displays and a dedicated in-app cash-back experience.
Swiftly’s backend reporting tools provide Circle K and its supplier partners with detailed analytics, including redemption rates and product performance by region.
“Together with Circle K, we’re proving that compliant, digital alcohol promotions can be simple, seamless and powerful,” Henry Kim, co-founder and CEO at Swiftly, said in the release. “This program enhances the value exchange between brands, retailers and shoppers.”
Leveraging Digital Coupon Behavior
The launch aligns with broader shifts in how shoppers engage with value offers — especially in categories such as alcohol. Swiftly cited data showing that 44% of consumers use cash-back alcohol promotions, and that alcohol purchases often correspond with larger basket sizes.
The partnership also builds on Swiftly’s 2024 acquisition of BYBE, a tech provider specializing in the alcohol space. That integration enables Circle K to scale promotional campaigns in a way that meets legal requirements while offering brands a more efficient way to activate in the channel.
