Alimentation Couche-Tard Inc.’s Circle K has rolled out an alcohol cashback program in the United States with Swiftly Systems Inc., a provider of retail media technology. Now live in more than 4,300 Circle K convenience stores across 31 states, the program offers legal-age shoppers digital cashback rebates on beer, wine and spirits, which they said are “delivered almost instantly after purchase.”
- Alimentation Couche-Tard is No. 2 on CSP’s 2025 Top 202ranking of U.S. c-store chains by store count.
The rollout is the largest alcohol cashback program in U.S. convenience retail, the companies said.
The program is powered by Swiftly’s proprietary rebate platform, streamlining the rebate experience for shoppers by eliminating traditional mail-in rebates and delivering digital cashback directly to them.
Since its initial rollout in May, the program has improved rebate redemptions and conversion rates in Circle K’s alcohol category, the companies said.
“By partnering with Swiftly, we’re not only bringing exciting offers to our shoppers but also further enhancing customer loyalty,” said Jeff Lohnes, director of adult beverage for U.S. at Circle K.
Swiftly’s Alcohol Cashback platform offers alcohol brands direct access to Circle K’s multi-million-user mobile app audience, enabling targeted, real-time promotions by product, category and geography. It supports campaigns with in-store signage, digital displays and a dedicated in-app cashback experience, allowing brands to influence purchase decisions at the point of sale and deliver measurable return on investment (ROI) at scale.
Swiftly’s platform also automates the complexities of state-by-state rebate compliance and streamlines the offer submission process for alcohol suppliers. This allows Circle K to add new campaigns quickly and operate within the legal framework of each participating state, according to Swiftly. In addition to powering the rebate experience, Swiftly’s backend reporting tools provide Circle K and its supplier partners with detailed analytics, including redemption rates and product performance by region. These actionable metrics allow for smarter promotional planning and stronger brand-retailer collaboration, Swiftly said.
“Together with Circle K, we’re proving that compliant, digital alcohol promotions can be simple, seamless and powerful,” said Henry Kim, co-founder and CEO at Swiftly, Millbrae, California. “This program enhances the value exchange between brands, retailers and shoppers—creating stronger loyalty and driving long-term revenue growth.”
The launch meets growing demand among modern consumers for mobile-first, value-driven shopping experience, particularly in the alcohol category, Swiftly said.
Swiftly and industry data shows:
- 44% of consumers actively use alcohol cashback offers, according to a Swiftly alcohol cashback offer survey of 1,361 customers conducted in June 2023.
- Alcohol buyers drive 40% higher basket value, according to the past 12-month transactional data from Swiftly Retail Partner.
- 57% of U.S. alcohol sales occur off-premise, according to Statistica’s Alcoholic Beverages Industry in the U.S., Statistics & Facts.
This announcement builds on Swiftly’s 2024 acquisition of BYBE, a provider of compliant alcohol promotion technology. By integrating BYBE’s compliance framework into its retail media suite, Swiftly enables Circle K and other retailers to launch compliant campaigns at scale while driving shopper engagement and loyalty.
Laval, Quebec-based Alimentation Couche-Tard is a global leader in convenience and fuel retail, operating in 29 countries and territories, with more than 16,700 stores. With its Circle K banner, it is one of the largest independent convenience-store operators in the United States.
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