Spin Premia

Spin Premia is FEMSA's loyalty ecosystem, anchored by the OXXO convenience chain and the Spin by OXXO digital wallet in Mexico. Members earn Premia points that behave like money, redeemable at OXXO and across a widening set of partners, with airline Volaris named as an early outside participant. It grew out of OXXO PREMIA, which piloted in 2021 and went national that October. FEMSA relaunched the value proposition in 2023 and reported 28.4 million active loyalty users in the first quarter of 2026, up nearly 13 percent year over year. The program runs on GRAVTY by Loyalty Juggernaut.

The design links three assets, physical convenience stores, a digital wallet, and third-party partners, into one currency. That lets a routine OXXO visit fund rewards spendable elsewhere, and it positions FEMSA at the center of an ecosystem where partners buy access to a large, engaged member base.

The lesson for an enterprise operator is that a dense, high-frequency retail footprint is the ideal foundation for a multi-partner ecosystem. FEMSA started from ubiquitous stores and a wallet that already touched daily spend, then extended one currency outward to partners. The frequency of the anchor makes the points meaningful, which is what gives the wider ecosystem its pull.