If you are in the brewing business, you are also in the branding business. That’s not just clever alliteration (but thanks for noticing) as we have loads of articles addressing that very subject (see Branding from brewery to bottle: A year in craft beer marketing strategies, Common craft beer branding mistakes, Craft beer branding strategies: Capitalize on your local brand, just to get started).
As part of that branding mission, you’ll need to offer your long-time fans and newest converts a chance to further indoctrinate themselves into your world. But where to begin? What to offer? For answers, we turned to the branding/merchandise experts at Grandstand. What follows is the Craft Beer Merchandising Trends Report, where we hit on the best/worst selling items in glassware, growlers, apparel and promotional items.
To the Craft Beer Merchandising Trends Report!
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Glassware
Trending up
People are always looking for something new or different. Being a craft beer drinker is a lot like being a collector, and often a special glass is the best way to commemorate a special beer or milestone. So, be sure that your logos are on every glass you offer.
Trending down
In other words, gone are the days of serving all of your beers out of the same boring glass.
Best bang for your buck
We love the Can Glass. It is super cost effective and provides a great canvas to get creative. It is a great alternative to the pint.
Grandstand’s advice
Don’t be afraid to try something new! Your customers will be happy you did.
(Click “Page 3” to continue reading: Growlers)
Growlers
Trending up
People are taking their beer places it could never go before. To that end, Stainless Steel Growlers have really taken off.
Trending down
Really, all growlers are on the upswing. Tough to go wrong. If anything, just providing one type/size of growler is trending down in favor of some variety.
Best bang for your buck
We love the Boston Round. It is available in a variety of smaller sizes for those extra special brews, and with its price, it is totally feasible to do a smaller run of a unique bottle for a special beer.
(Click “Page 4” to continue reading: Apparel)
Apparel
Biggest seller
The Canvas 3001 Unisex Jersey Short Sleeve Tee. This brand is affordable, offers more than 50 colors and sizes ranging from XS-4XL.
Trending up
Spring is here! This means lots of hats, baseball tees and super lightweight hoodies. Look for tri-blend and combed cotton/ringspun styles from brands like American Apparel, Bella/Canvas & Next Level. These brands are great because the shirts are SOFT, resulting in smoother, high-def printability.
Guys: If it’s a flattering figure you’re after, Canvas has rolled out what one may consider a beer-belly friendly tee, the #3091 Unisex Heavyweight Crewneck Short Sleeve. Constructed of 5.5 ounce ringspun cotton, this shirt won’t drape and hug your man-curves like some of the lighter weight, super-soft styles do.
Trending down
Two words: Bro tanks. In addition, standard wholesale basics, Carded Open End Cotton (COE) with boxy fit, scratchy tags and fabric are a no-no. COE consists of short and scraggly inconsistent fibers that compromise both print quality and comfort.
Best bang for your buck
Next Level is a great go-to brand with tons of colors and available style options. The quality is on par with the higher end brands without the high-end price point, like the Next Level 3600 Premium Fitted Short Sleeve Crewneck Tee.
Grandstand’s advice
Don’t forget about the ladies. More broadly, buy for your customer, and not yourself. Sometimes we get stuck on what we, the buyer, love. Customers like diversity in options.
Premiums shirts are the highly sought after seasonal brews of the t-shirt world; basic styles are your trusty classics. Basics (Gildan 2000, 5000, or 8000/Hanes 5180, 5250/Fruit of the Loom 3930) are great for giveaways and promotions, but remember to explore those “premium” styles — the shirts you’d hang up in your closet for years to follow, rather than fold and stuff in a drawer.
(Click “Page 5” to continue reading: Promotional items)
Promotional items
Grandstand’s advice
Just be sure to put your logo everywhere. Seriously there is nothing we can’t put your name on.
Our favorites right now are tiny buttons and old-timey wooden nickels.
Speaking of promotions, Grandstand has a pretty great one of its own going on right now: The New Brewer Scholarship. You may recall this contest from last year, but qualifying new breweries who submit an application are then eligible to receive a loaded package ($4,000 value) of merchandise and glassware to help put their best branding foot forward. Specifically, the scholarship winner will receive:
- 144 pint glasses with 2 color printing;
- 72 64-ounce amber growlers;
- 1,000 custom growler caps;
- 48 t-shirts;
- 24 hoodies;
- 48 trucker-style hats;
- 100 bottle openers;
- 300 vinyl stickers;
- 2,500 round coasters;
- and, maybe the most valuable prize, a full branding assessment from Grandstand.
Head over to the Grandstand site to read the rules and register.
