You open a brewery to make beer but, chances are, you’ve also found yourself making T-shirts—and maybe beanies, trading cards, and dog collars, too.
Merchandise is no afterthought—at least, it shouldn’t be. It’s another product to sell and another potential revenue source. Whether or not it’s a big earner, merch has the ability to build and promote your brand. And, when well designed, it should appeal to everyone from souvenir-seeking tourists to devoted regulars. It can also start conversations, as those who wear or use the gear do some word-of-mouth marketing for you.
While merchandise production doesn’t have to be a full-time job, to make nothing more than hoodies with your brewery’s name slapped on them may be a waste of resources. With a little finesse, however, you could end up with merch that garners a cult following.
How do you identify themes and aesthetics that make sense for your customer, turning that into merch that both makes some money and some noise? And how do you make sure that fits with your brand and your brewery’s personality?
Here, we share insights from breweries that have sold some especially resonant swag, to see what lessons we can draw from that success.