They've already technically ended the "lifetime" program and reduced the amount of pub club benefits. They just gave prior members their 2023 "subscription" for free, as long as they've patronized the establishment in 2022. Everybody else with a pub club card has apparently been stricken from the rolls. Here's their wording from an email:

OTTO'S:

Many of you have had friends and relatives who have asked “when will you begin taking new members again?” Well, we are pleased to announce that beginning January 2, 2023 memberships will be available to “The New Pub Club”. Description of the membership is attached.

 All memberships will renew on an annual basis and will include some new and revised benefits each year.  Some of the adjustments have been made based on requests and comments from current members, others out of operational necessity. For current members who have visited Otto’s in the past 12 months, there will be NO fee for 2023.  Annual fees for memberships will renew in January of each year regardless of the date of original membership purchase.