Retailers may offer loyalty and reward programs to retail consumers. Participation in these programs by manufacturers or wholesalers of alcoholic beverages is not permitted. All costs and expenses related to retail loyalty and reward programs must be borne entirely by the retailer. Any redemption of loyalty or reward program benefits or proceeds must comply with the provisions of SDCL 35-4-129, which prohibit sales below cost. [SD Regulations, Article 64:75, Chapter 64:75:04, Section 64:75:04:14.02.]