Beyond the Pint Glass: 5 Unexpected Merch Items to Drive Tasting Room Sales

Let’s be honest: your brewery merch store probably looks like every other brewery merch store. T-shirts with a logo slapped on them. Maybe a hoodie. And of course, a mountain of pint glasses.

Pint glasses are fine. They’re a classic. But they’re also sitting in the back of your customer’s cupboard, next to that novelty mug they got for Christmas, collecting dust.

If you want to move serious units and turn that dusty corner of your tasting room into a cash machine, you’ve gotta sell gear that’s useful, weird, or just plain awesome.

Stop thinking like a brewery owner and start thinking like a savvy entrepreneur who knows how to squeeze every last cent out of a customer walking out the door. Here are five unexpected merch items that will get your customers talking and, more importantly, buying.

1. The 'Emergency' Camping Blanket / Tailgate Throw

Every craft beer fan has one thing in common: they spend time outdoors, usually near a fire pit, a tailgate, or some slightly damp patch of nature. They need something to keep the chill off their backside or to protect their vintage camping chairs.

The Product: A high-quality, lightweight, water-resistant fleece or wool throw blanket. Make it reversible: one side your striking logo/pattern, the other side a plain, neutral colour (like black or forest green).

The Mad Dog Appeal: It’s practical, slightly upscale and carries a story. Label it the "'One More Beer' Blanket" or the "Post-Hike Napper." People don’t buy blankets; they buy comfort and a reason to stay out a little later. Plus, nothing screams "premium gift" like a quality branded blanket, instantly boosting your average sale value.

2. High-End, Branded Bottle Openers (That Don’t Live on a Fridge)

The fridge magnet opener is dead. It’s cheap, tacky and gets knocked off by toddlers. Your craft beer deserves better.

The Product: Step up the game with a piece of gear that feels substantial. Think heavy-duty belt-buckle openers, minimalist stainless steel ‘credit card’ openers, or keychain openers made from salvaged barrel staves.

The Mad Dog Appeal: This is all about perceived value. A magnet is junk; an opener made of polished brass or wood that looks like it belongs on a yacht is a souvenir. Engrave it with your brewery’s motto—not just the logo—to make it a genuine pocket companion. Your customer will show it off every time they crack open a bottle (even if it’s not yours). Free advertising, mate!

3. Branded Coffee Gear (The Morning-After Companion)

Let’s be real: your biggest fans are often recovering from drinking your product. Lean into the relationship between a great night and the need for a good morning. This is brilliant psychological marketing.

The Product: High-end, insulated coffee flasks, specialised French press travel mugs, or even small bags of branded, single-origin coffee beans roasted locally (a great cross-promotion).

The Mad Dog Appeal: You’re capturing the whole lifecycle of the weekend. The thermal flask is for the work commute and the campsite. It reinforces your brand as part of their routine, not just their party night. Call it the "Recovery Unit" or the "Black Gold Refill." It’s an essential item they can use daily without looking like a walking billboard for beer at 7 AM.

4. Custom Dog Merch: The 'K-9 Crew' Kits

Your patio is packed with dogs. Their owners treat them like children. So why are you ignoring this massive market segment?

The Product: Durable, embroidered bandanas (easy to ship, one-size-fits-most), branded silicone collapsible water bowls (perfect for hiking/parks), or, for a real laugh, a branded dog treat bag you can clip to a belt.

The Mad Dog Appeal: This is an emotional purchase. People love buying things for their pets. When they walk the dog wearing your bandana, every other dog owner asks where they got it. It’s a walking, barking advertisement that costs you peanuts to produce. Bonus points for naming the product line after your brewery dog or an obscure beer ingredient.

5. Premium, Durable 'Sh*t-Kicker' Socks

Socks are the ultimate underappreciated piece of apparel. Good socks are comfortable, bad socks are miserable and high-quality socks with subtle branding are a repeat purchase powerhouse.

The Product: Forget thin dress socks. Think thick, cushioned athletic or hiking socks with reinforced heels and toes. Place your logo or a fun pattern subtly around the ankle or on the sole, so it’s only visible when they’re kicking off their boots.

The Mad Dog Appeal: This taps into the "buy quality, buy once" mindset. They’re not just socks; they’re the gear needed to haul those heavy cartons of beer or spend a weekend camping. They’re a practical necessity. When your customer reaches for their favourite, most comfortable socks, they’re reaching for your brand. It’s a literal connection to comfort and quality, which is exactly what a good craft beer should be.

Don’t Just Sell Stuff — Sell Solutions, Stories and Style

Get these unexpected items into your tasting room and watch your customers fork over the cash for something they actually need and love.

Ready to Stop Guessing and Start Getting Results?

You’ve just seen how to swap dusty pint glasses for gear that actually moves. But picking great merch is only half the battle. The real trick is understanding why giving away a killer hat or a custom-branded dog bandana actually converts into cold, hard cash and loyal customers.

If you’re ready to add some heavy-duty strategy to your swagger, you need to subscribe to our monthly newsletter, ‘The Bite’.

‘The Bite’ rips apart the fuzzy feelings and dives into the cold, hard psychology behind promotional product giveaways:

• The Reciprocity Principle: Why a free piece of quality gear makes customers feel compelled to buy your beer.
• The Exposure Math: How merchandise becomes a silent, tireless salesperson for your brand.
• Perceived Value vs. Actual Cost: Maximizing the impact of every dollar you spend on promo gear.

Stop just handing out free stuff. Start using gear as a strategic weapon. Subscribe to ‘The Bite’ today and get the cutting-edge knowledge your business needs to turn merch into massive results.

Later!
Mad Dog