35 customer loyalty services, namely, providing customer loyalty programs for commercial, promotional and advertising purposes; providing incentive reward programs for commercial, promotional and advertising purposes, namely, arranging and conducting incentive reward programs to promote the sale of beverages and beverage makers; On-line retail store services featuring beverages, syrups for making beverages, preparations for making beverages, beverage concentrates, disposable capsules containing syrups for making beverages, beer, malt beverages, non-alcoholic cocktail mixes, alcoholic fruit extracts, pre-mixed alcoholic beverages, alcoholic cocktail mixes, alcoholic beverage mixes sold in single-serving containers, spirits, liqueur, prepared alcoholic cocktails, beverage making machines, beverage brewing, storage and serving equipment, electrical apparatus for preparing and dispensing chilled drinks, namely, cold beverage dispensing units, and replacement or structural parts therefor, water filtration and purification units and replacement cartridges and filters therefor; retail store services featuring beverages, syrups for making beverages, preparations for making beverages, beverage concentrates, disposable capsules containing syrups for making beverages, beer, malt beverages, non-alcoholic cocktail mixes, alcoholic fruit extracts, pre-mixed alcoholic beverages, alcoholic cocktail mixes, alcoholic beverage mixes sold in single-serving containers, spirits, liqueur, prepared alcoholic cocktails, beverage making machines, beverage brewing, storage and serving equipment, electrical apparatus for preparing and dispensing chilled drinks, namely, cold beverage dispensing units, and replacement or structural parts therefor, water filtration and purification units and replacement cartridges and filters therefor