In the United States the alcoholic beverage industry has created one of the largest markets in the world. Alcohol is a taxed and well-regulated product most profitable for large chain retailers who continuously dominate the industry. This research paper reports the story of loyalty programs throughout the beverage industries. Additionally, by analyzing a database of 107 top alcohol beverage retailers, this research paper provides a profile of the market trends for alcohol beverage retailers in the United States. Secondly, this research aims to shed light on how loyalty programs form a part of the current market trends in the alcohol beverage industry.