Hi, there.

We published a BBT issue a while back on how to design better merch. It became one of our most-read newsletters ever, which tells me two things:

1. Brewery merch isn’t just about free marketing — it’s a legitimate revenue stream. A profit center, even.

2. When done well, it strengthens your brand as much as any packaging or taproom experience.

Since that piece came out, we’ve worked on dozens more merch programs, seen new approaches emerge and refined our thinking on what makes this work sing. 

So today, I want to revisit the topic — not to repeat ourselves, but to share fresh ideas and pitfalls we’ve seen firsthand.

(Above): Left Field

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1

Lead with identity, not just a logo

The best brewery merch doesn’t just paste a logo on a shirt and call it a day. It builds on your identity in more interesting, memorable ways — secondary marks, patterns, typography, illustration, even Easter eggs for the super fans.

“More art, less brand” can be a smart play here. You’re still telling your story, but you’re doing it in a way that feels like something people want to wear, not something they feel obligated to wear.

2

Flexible branding through a modular identity system

There’s a place for logo’d merch — a big place. But if all you’re doing is slapping your primary logo on a bunch of shirts and calling it good, you’re missing out on sales to folks who don’t want to be a walking billboard, but would otherwise happily buy and wear your merch.

A modular identity system — with a primary logo, supporting marks, monograms, badges and pattern components — gives you the range to adapt your look across dozens of products without drifting off brand.

This keeps things:

– Recognizable: Core elements stay intact, even as the design changes.

– Fresh: You can create new pieces that don’t feel repetitive.

– Purposeful: You can match the right mark to the right item (badge on a hat, bold wordmark on a tote, pattern on socks).

– Efficient: With pre-approved, print-ready assets, your designers and vendors can move quickly without reinventing the wheel.

Your supporting iconography, in particular, are perfect for merch. They’re the winks and nods that give people different ways of signaling out in the world. 

(Above): A modular identity system — with a primary logo, supporting marks, monograms, badges and pattern components — gives you the range to adapt your look across dozens of products without drifting off brand.

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3

Local pride and unofficial mascots

Some of the best-selling brewery shirts aren’t about beer at all — they’re about place. Local landmarks, neighborhood inside jokes, or even a tongue-in-cheek “unofficial mascot” can connect with your audience in ways a simple brewery logo might not.

Done right, these designs become part of your community’s visual culture. They’re conversation starters — and every one of those conversations is an organic brand impression.

4

Think in collections, not one-offs

A merch line built around a seasonal drop, beer release, or theme can create more excitement than random one-off designs. Collections help customers see the value in owning multiple pieces, and they make merchandising in your taproom or online store easier.

It’s also a better creative framework for your team. Instead of designing each item in a vacuum, you’re designing to tell a bigger story.

5

Seasonal and event-driven releases

Festivals, anniversaries, collaborations and seasonal beer launches are perfect merch moments. Build anticipation ahead of time, launch the product alongside the event, and use scarcity to drive urgency.

6

Esprit de corps: Uniforms for your brand family

Rolling into CBC, a local beer fest, or even just a big weekend in the taproom with your entire crew wearing matching shirts sends a powerful message. It signals pride, unity, and energy — all of which customers pick up on.

I still love that moment when we hand a client their first stack of business cards, or they open a box of new merch for the first time. That energy is contagious. Your customers feel it too.

(Above): Wachusett

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7

Scarcity as a nudge 

One of the easiest ways to keep your merch program fresh — and reduce the risk of sitting on pallets of unsold gear — is to produce it in short, intentional runs.

Think of each drop as an experiment. Release a limited quantity, watch how quickly it moves and note what resonates. Was it the color? The cut? The design itself? The price? Those insights make your next run sharper and more profitable.

Limited runs also tap into an important insight into how people behave: Urgency drives action. If someone knows your latest hat won’t be around forever, they’re more likely to grab it now instead of getting to it later.

You can even build this into a long-term play. Create a numbered or themed series — glassware, pins, hats, prints — that encourages collecting. When customers know there’s a next piece in the set, they’ll be more likely to come back to complete it.

8

Make it wearable in the real world

The ultimate test: Would someone wear this outside of your brewery? If your merch looks at home at a coffee shop, at the gym, at a family reunion or at a parent* teacher** conference,*** you’ve created something with staying power.

Design your merch more like a rock band and less like a local small business. (Make it cool as hell.)

(Above): Fernson

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Wrapping up

We’ve got a handful of brewery clients that are doing high six figures in merch revenue. If you’d like to join their ranks, think more like a lifestyle brand:

– Build an identity system that can flex and surprise

– Tap into local pride and cultural cues

– Launch in collections (mostly), not one-offs

– Use merch as a badge of belonging, not just a billboard

Do these, and you’re no longer selling shirts. You’re building culture — one hat, hoodie, or tote bag at a time.

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*Up tight elementary school teachers and admin love it — LOVE it — when you wear brewery merch for parent teacher conferences.

**Someone can show up wearing pajama pants and crocs, but I catch hell for wearing a Sun King shirt.

***No comments on my jorts though. So that’s nice.