Brewery and Taproom Merch: Tees, Hoodies and Totes
By The Velocity Wear Team
Craft breweries have some of the best-designed branding in food and drink. Their fans are loyal and like to show it. Merch in the taproom and at festivals is a natural extension, and good designs sell year after year.
What sells
- Tees featuring your can or label art.
- Hoodies with the brewery name and town.
- Totes for carrying cans home.
- Caps and beanies.
- Limited tees for special releases and anniversaries.
Design
Use your label artwork. It's already designed, recognisable and loved. A small brewery logo on the chest with a beer's artwork on the back is a classic.
Alcohol marketing responsibility
The Portman Group's code on the naming, packaging and promotion of alcoholic drinks applies to promotional merchandise. Avoid designs that appeal particularly to under-18s, or that link drinking with bravado or sexual success. Check children's-size merch carefully.
Staff kit
Dark tees for bar and brewhouse staff hide spills. Put STAFF or the brewery name on the back so taproom customers can find help.
Beer festivals
Festivals are big merch moments. Bring a small range, display it clearly on the bar, and take card payments. Festival-specific tees with the event name need the organiser's permission.
Bundles
A tote with a mixed case, or a tee with a glass, makes a good gift bundle, especially at Christmas and Father's Day.
Pricing
Tees start from $13, hoodies from $31, totes from $9 each at 20 pieces. Check pounds on the calculator.
Mistakes to avoid
- 1Designs that breach alcohol marketing codes.
- 2Using festival names without permission.
- 3Too many designs of one-off beers.
- 4White staff tees behind the bar.
Quick checklist
- Label art used?
- Alcohol marketing rules checked?
- Staff tees with back text?
- Festival stock planned?
- Gift bundles?
Merch clubs and beer clubs
Breweries with subscription beer clubs can include merch as a joining gift or an annual perk. A members-only tee or hoodie creates a sense of belonging and gives members something exclusive. Keep the design distinct from general merch so it feels special.
Collaborations with other breweries
Collaboration beers are popular, and a matching collab tee featuring both breweries' branding sells to fans of both. Agree artwork, quantities and how revenue is shared before ordering. Launch the tee alongside the beer at both taprooms.
Taproom staff and events
Taprooms host quiz nights, live music, tap takeovers and food pop-ups. Staff in consistent dark tees with the brewery name on the back help guests order and find help. For outdoor summer events, a lighter tee or cap keeps staff cool.
Selling online alongside beer
Breweries shipping beer online can add merch to the webshop. Tees and totes ship easily in the same box or separately. Product photos of merch with cans create a consistent brand look and increase basket size.
Stock control
Start with a core logo tee and a hoodie at the 20-piece minimum each. Add limited designs for special releases. Keep a simple spreadsheet of stock by size so the taproom team knows what's available without rummaging through boxes.
Designated driver and responsible drinking
Some taprooms run designated driver schemes with a free soft drink for the driver. A small sticker or badge works better than a shirt for that, but staff tees with a friendly reminder about getting home safely can reinforce a responsible culture without preaching.
Anniversary shirts
Brewery anniversaries are big events for regulars. A numbered, limited anniversary tee sold only on the day becomes a collectible.
Get started
Minimum 20 per design. See custom t-shirts, custom hoodies and custom tote bags.
