Mountain Culture Beer Co. uses Klaviyo segmentation to power 68% of ecommerce revenue

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Mountain Culture Beer Co. is one of Australia’s fastest-growing independent breweries, known for its bold, limited-release craft beers and community-driven brand. Founded in 2019 by Harriet and DJ McCready as a small brew pub in Katoomba, their goal was simple: brew great beer and build a community around it. When COVID lockdowns hit, they launched a Shopify store in seven days and began emailing fans about two new beers every Thursday.

Today, Mountain Culture operates six brew pubs and taprooms across Sydney, Melbourne, Hobart, and the Blue Mountains, sells nationwide through major retailers and their online store, and uses Klaviyo to power data-driven growth.

Learn how Mountain Culture Beer Co. increased repeat purchases and revenue using Klaviyo segmentation

Challenge

When COVID hit in 2020, Mountain Culture pivoted from a small Katoomba brew pub to an ecommerce-led business, launching a Shopify store in just seven days to bring their beers directly to customers’ homes. The pivot was a success, but rapid growth created complexity.

As their audience diversified, so did their marketing needs. Wholesale buyers required clear, timely updates. Online shoppers wanted to be first to discover new drops. Venue guests looked for local events and experiences. Managing these different audiences across two to three disconnected platforms quickly became unsustainable.

Their previous setup was clunky and manual, with duplicate lists and campaigns required just to reach the right people. Even then, messages often missed the mark.

“Our audiences behave so differently, and trying to reach them all with one message was frustrating,” says Harriet McCready, co-founder at Mountain Culture Beer Co. “We wanted every customer to feel like we were speaking directly to them.”

By 2022, the team knew they needed a platform that could handle sophisticated segmentation with ease. They also wanted to evolve loyalty beyond discounts, rewarding superfans with experiences like early access to new products and event invitations. Achieving that vision required better data, deeper segmentation, and a more flexible marketing platform.

Solution

In 2022, Mountain Culture chose Klaviyo to unify their customer data, segmentation, and messaging in one place.

McCready admits she was hesitant at first. “I thought it would be hard to move platforms,” she says. “When I finally bit the bullet, I wondered why we didn’t do it sooner. It was seamless.”

By consolidating everything in Klaviyo, Mountain Culture gained the data sophistication, speed, and flexibility to scale faster, send smarter, and stay true to their community-first voice.

 Klaviyo’s data-driven B2C CRM offered the sophistication they needed—complete visibility into who was buying, how often, and why.

With Klaviyo, they could segment audiences by behaviour and channel, making every message more relevant. Wholesale partners now receive timely, factual updates, and weekly beer drops feel like personal invitations. 

Loyal fans get recognised in on-brand ways through The Cult—Mountain Culture’s loyalty-style programme powered by Klaviyo segmentation. Built on shared experiences rather than discounts, it has transformed one-time buyers into lifelong fans.

“Klaviyo allowed us to reward our best customers in ways that feel authentic—like early access to new beers, exclusive events, and even pub openings,” says Alistair Preston-Jones, marketing manager at Mountain Culture Beer Co. “It’s not a loyalty programme. It’s more of a fan programme, and it all runs off segmentation in Klaviyo.”

“The UX made such a difference,” adds Harriet McCready, co-founder at Mountain Culture Beer Co. “As a busy founder, I didn’t want to spend hours creating each email. Klaviyo makes it easy to build something beautiful in minutes.”

Strategy

Mountain Culture uses Klaviyo segmentation to personalise communication and reward loyalty. Each audience receives targeted messages based on factors like loyalty status, actions taken on website, and customer category. Here’s how it comes to life: 

• Turning loyalty into fandom with The Cult: Segmentation, based on revenue, powers tailored emails for each Cult tier—cheekily titled followers, disciples, and cult leaders—offering early access, tasting invitations, and exclusive experiences to reward repeat purchases. Members deliver a 2.6× higher click rate than non-members.
• Creating urgency with weekly beer drops: Every week, the beer brand announces two new releases to segmented audiences with Klaviyo campaigns. Morning campaigns often sell out before noon.
• Driving retention with automated flows: Behind the scenes, Klaviyo flows run continuously to bring customers back into the fold. Foundational automations like browse abandonment, abandoned cart, and customer winback flows drive consistent revenue in the background.

Together, these strategies have turned segmentation into Mountain Culture’s growth engine—powering a 68% share of ecommerce revenue and a 122% year-on-year increase in flow conversion value.

At the heart of our brand is community—and Klaviyo helps us build it. From our weekly beer drops to our Cult fan program, segmentation is everything. It’s not just about revenue. It’s about bringing people into our world and giving them experiences they can’t get anywhere else.