Brewery Merch Brings in Real Cash!
Craft breweries prioritize profit margins as a fundamental aspect of their business model, essential for sustained success. However, there exists an often overlooked revenue stream that can significantly bolster bottom lines: well-curated merchandise. This ancillary income source has the potential to generate substantial returns, as evidenced by one of our clients consistently netting $40,000 to $60,000 annually solely through merchandise sales—a figure equivalent to a full-time salary.
Despite the potential profitability, many breweries fail to optimize their merchandise offerings. While numerous establishments boast extensive arrays of merchandise including shirts, hoodies, glassware, hats, patches, and more, they frequently struggle to achieve substantial sales figures. This begs the question: why the discrepancy?
Drawing upon over a decade of experience within the industry, we've identified a common pitfall: an over-reliance on brewery logos. While breweries understandably take pride in their branding and prominently feature logos on merchandise, this approach may not resonate with all consumers. Consider your own wardrobe—are logo tees the sole apparel you wear? Unlikely. Thus, the key lies in striking a balance between brand representation and appealing design.
Our recommendation is to conduct A/B testing to validate this hypothesis. When introducing new merchandise, produce two variations: one prominently featuring the brewery logo and the other incorporating a design that resonates with beer enthusiasts and the broader beer culture, with the logo discreetly positioned on the sleeve or back. After a period of three months, analyze the sales data. We are confident that the beer culture-themed shirt will exhibit significantly higher sales figures.
Should you require assistance in conceptualizing and executing your brewery's merchandise strategy, we stand ready to provide our expertise. Let us know how we can assist you in realizing your next brewery project—we are committed to your success.
