Altria Digital Trade Program (DTP) Launching December 2025
Altria Group Distribution Company (AGDC) has announced changes to its 2026 Digital Trade Program (DTP), starting December 28, 2025. The program introduces a fourth tier that retailers are now able to qualify for, offering additional benefits to the retailer and consumer.
What’s new in 2026
- New Tier 4 Requirements
- Loyalty ID (LID) segmentation
- Participation in Personalization+ (P+)
- Targeted digital communications to verified adult tobacco consumers (21+)
- Changes to Retail Digital Coupons (RDCs)
- Updates to program eligibility and participation requirements
Why this matters for Cenex retailers
Many third-party loyalty providers lack the capabilities to meet Tier 4 requirements. Our partnership with Patron Points ensures that every Cenex retailer can be ready for Tier 4. This allows you to deliver a superior customer experience with instant, exclusive discounts that even the biggest competitors in your area haven’t deployed. It’s your advantage, built-in.
That means Cenex-branded locations using Patron Points scan data tobacco loyalty can:
- Qualify for Tier 4 participation in the AGDC program
- Offer personalized offers increasing consumer loyalty discounts
- Stay competitive as loyalty requirements evolve
Next Steps
- Review your AGDC program options.
- Participation is optional; however, it is required if you want access to Tier 4 benefits.
- Sign the 2026 Digital Trade Program Agreement with your AGDC representative.
- Confirm your loyalty provider’s readiness. With Patron Points, you’re already prepared to meet Tier 4 requirements.
Questions?
Contact your AGDC or Cenex representative to make sure your store is positioned to take advantage of these updates.
