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In today's competitive market, breweries are not just about crafting exquisite beers but also about creating an engaging lifestyle around their brand. A key strategy to achieve this is through effective merchandising. By creating unique merchandise, breweries can forge a deeper connection with their local community, enhance customer loyalty, and drive not only beer sales but also peripheral sales of branded items. This guide provides a comprehensive look at how B Fresh Gear can help breweries leverage merchandise through the B Fresh White Label program to help build a vibrant community, strengthen brand loyalty, and boost revenue.
Merchandise offers breweries a tangible way to extend their brand beyond the taproom. It's more than just an additional revenue stream; it's a means to foster a sense of belonging among customers. When patrons wear a brewery's logo on a cap or sip from a branded mug, they become ambassadors for the brand, spreading awareness and drawing in new patrons. Merchandise transforms brewery visits into lasting memories and serves as a constant reminder of the good times associated with the brand. And B Fresh Gear knows exactly how to custom tailor any garment to build that communal excitement between a brewery and their loyal supporters!
Many breweries face challenges when it comes to merchandise. Common concerns include lack of time, uncertainty about customer interest, and previous stock that did not sell well. These issues often stem from the fact that brewery owners are deeply involved in brewing and managing their business, leaving little room for merchandising efforts. Recognizing these pain points is the first step toward creating a successful merchandise strategy. Enter B Fresh, with 12 years of experience in the custom merchandising realm, we know a thing or two about staying on trend.
Identifying who makes the key decisions in a brewery is crucial for implementing a merchandise strategy. These decision-makers need to be convinced of the potential revenue that merchandise sales can generate. By demonstrating a clear return on investment, such as the ability to double money through keystone wholesaling (buying a fanny pack for $16 and selling it for $33), breweries can be persuaded to invest in merchandise as a viable business strategy. And a matching bucket hat to that fanny pack and you're driving higher cart totals rather immediately.
Once a brewery decides to incorporate merchandise, streamlining the process becomes essential. From design to logistics, having a clear timeline and structure in place is vital. Typically, the B Fresh process takes 4-6 weeks from mockup approval to final production, with everything managed by the merchandising partner (hey, that's us). This alleviates the burden on brewery staff, allowing them to focus on their core competencies.
A clear payment structure is essential to ensure smooth operations. Most companies require you to pay the bill upfront. But not us. We like to provide more flexibility because as a small business ourselves, we understand the importance of cash flow! That's why issue a 50% deposit to start production, with the remaining balance due upon order completion. The only remaining charge is domestic freight to the final destination. Otherwise, there's no hidden fees. Ever!
Larger operations and repeat clients might be eligible for net terms, but of course, that's subject to a qualifying process. These terms are standard among large corporate accounts like MGM and cruise liners, ensuring a seamless payment process.
Breweries are often driven by passion, with owners wearing multiple hats to manage their business. While their expertise lies in brewing, hospitality, and business management, merchandising might not be their forte. This is where a full-scale merchandising solution becomes invaluable. By partnering with a company, like us, that handles everything from design to logistics, brewery owners can focus on what they do best, leaving merchandising to the experts.
Merchandise is not just about sales; it's about fostering a community. Many breweries are keen on growing their social media following, and merchandise collections can play a crucial role in this. Cross-posting with the brand that helped create their custom merch can enhance visibility and engagement. Sharing success stories and user-generated content on social media can further strengthen the community around the brewery. Every B Fresh garment, whether core brand or custom, is designed to get maximum wearage increasing opportunities for organic content and compliments.
Several breweries have successfully built customer loyalty and community through effective merchandising. Odells Brewing Co, Cigar City Brewing Co, Lefthand Brewing Co, and Denver Beer Co have all tapped into the power of B Fresh merchandise to connect with their audience. By offering unique, high-quality products that resonate with their brand, these breweries have cultivated a loyal customer base and boosted their overall sales.
Creating a unique line of merchandise involves understanding the brewery's brand and values. This includes choosing products that align with the brewery's identity and resonate with its audience. Whether it's eco-friendly products, limited-edition designs, or collaborations with local artists, the merchandise should reflect the brewery's ethos and appeal to its customers' preferences.
Events offer an excellent opportunity to showcase merchandise. Whether it's a brewery tour, a tasting event, or a festival, having merchandise available enhances the experience for attendees and can also increase visibility. It provides an opportunity for customers to take home a piece of the event, creating lasting memories and extending the brand's reach.
Merchandise can also be used strategically for promotions and giveaways. Offering exclusive merchandise as part of a loyalty program or as a reward for referrals can incentivize customers to engage more deeply with the brand. Or perhaps a social media contest designed to build a breweries following with a piece of unique must-have merchandise as the prize! It's a win-win situation that increases brand visibility while rewarding loyal patrons.
It's essential for breweries to measure the success of their merchandise efforts. This involves tracking sales data, customer feedback, and social media engagement. By analyzing this data, breweries can identify which products resonate most with customers and refine their strategy accordingly. Continuous improvement ensures that the merchandise remains relevant and appealing to the target audience.
Merchandise offers breweries a powerful tool to engage their community, build brand loyalty, and boost sales. By addressing common pain points, streamlining the merchandising process, and leveraging merchandise for community building, breweries can create a thriving ecosystem around their brand. With success stories from leading breweries as inspiration, the path is clear for others to follow suit. For breweries ready to take the next step, consider reaching out to a professional merchandising partner like B Fresh Gear (hey! us again!) to help craft a strategy that aligns with your brand and goals. Together, you can create a merchandise line that not only delights customers but also drives your brewery toward greater success.
