If you plan to buy enough of the beer, yeah, it's actually great from a consumer perspective.
I'm more curious what the hell the upside is for Alpine here. $50/person isn't much cash up-front for them to play with, they're offering a rather large discount, and they're adding labor costs on their side with the hassle of running a club and shipping beer. Perhaps there's more big-picture stuff to come, but by itself, this doesn't make a ton of sense from a business perspective.
Agreed that this doesn't seem to make a whole lot of business sense. I'm giving it a shot, I've spent $50 on worse. You really don't have to spend all that much to have this pay for itself, and I do place some value on early access and holding for pick ups at more convenient times for me.