Quick Answers
- #1 merch seller: T-shirts — screen printed, $15–20 retail price point
- #1 accessory: Trucker hats — embroidered or leather patch, $25–30 retail
- Highest margin: Hoodies at $45–55 retail
- Best drinkware: Laser-engraved pint glasses and tumblers
- Staff apparel: Embroidered polos for tasting room, screen printed tees for bar staff
Merchandise Is Marketing
Brewery and winery merch is not just a revenue line — it is your most effective grassroots marketing. A customer wearing your branded hat at the grocery store. A t-shirt spotted at a concert. A hoodie worn on a camping trip. Every piece of merch you sell creates impressions that paid advertising cannot replicate.
The key is producing merchandise people actually want to wear — not cheap promotional giveaways. Good blanks, good design, and a price point that feels fair. That is what separates merch that sells from merch that collects dust.
What Sells
T-Shirts (60% of typical merch revenue)
The core of any merch program. Screen printed on quality blanks. Two approaches:
- Budget option: Gildan 5000 — ~$4–6 cost, sell at $15–18. High margin, accessible to every customer
- Premium option: Bella+Canvas 3001 or Comfort Colors 1717 — ~$7–10 cost, sell at $22–28. Better feel, longer shelf life, higher perceived value
Hats (Best impulse buy)
Trucker hats and dad hats. Richardson 112 or Yupoong 6606 with embroidered or leather patch logo. Cost ~$8–15, sell at $25–32. Hats sell fast because they are visible, unisex, and one-size-fits-most.
Hoodies (Highest margin per item)
Independent Trading Co. IND4000 or Lane Seven LS14001. Cost ~$15–22, sell at $45–55. Hoodies have the highest per-unit margin and strong perceived value. Offer them as a seasonal or limited item to create urgency.
Drinkware
Laser-engraved pint glasses, tumblers, and growlers. Permanent branding that never fades. Pint glasses are the classic brewery add-on — sold individually or as part of a flight package.
Staff Apparel
Bartenders and tasting room staff: screen printed tees that match the merch on the wall. Tasting room managers: embroidered polos for a more polished look. Outdoor event staff: branded jackets.
Sell Online
Your taproom merch should not be limited to foot traffic. We set up branded online stores for breweries and wineries — customers order merch from your website and we produce and ship directly. Extend your reach beyond the taproom.
Limited Editions & Collabs
Limited edition merch creates buzz. Anniversary shirts, seasonal release tees, and collaboration gear with other breweries all drive urgency and social media engagement. DTF printing is ideal for limited runs — no minimums, no setup fees, full-color detail.
Frequently Asked Questions
What is the minimum order for merch?
Screen printing: 12 per design. DTF and embroidery: no minimum. Start small, see what sells, and reorder.
How do I price my merch?
Standard retail markup is 2.5–3x production cost. A shirt that costs $7 to produce sells at $20–22. We help you plan pricing when we quote your order.
Can I get a sample before committing?
Yes. Order a single piece via DTF or embroidery to see quality before placing a bulk screen print order.
Ready to Build Your Merch Line?
Brewery Apparel Landing Page → · Custom T-Shirts → · Laser Engraving →
Call (231) 347-6347 — Mon–Fri 8am–4pm.
