From Beer Releases to Festivals: How to Use Merch to Maximize Event Engagement

Craft beer events, whether they’re beer releases, tap takeovers, or festivals, offer a prime opportunity for breweries to connect with their fans and build excitement around their brand. But beyond the beer itself, one of the most effective ways to engage customers and leave a lasting impression is through event-specific merchandise.

Event-based merch not only adds value to the experience but also serves as a tangible reminder of a memorable day. In this post, we’ll explore how breweries can use merch to maximize engagement at events and create lasting connections with fans.

1. Offer Exclusive, Event-Specific Merchandise

Fans love to walk away from events with something exclusive that commemorates their experience. Whether it’s a limited-edition t-shirt tied to a new beer release or glassware designed specifically for a festival, exclusive event merch adds to the excitement and sense of participation. By offering items that fans can’t get anywhere else, you create a sense of urgency that encourages on-the-spot purchases.

2. Create Bundles to Drive Sales

Bundles are an effective way to increase the perceived value of your merch while driving more sales. For example, you could offer a festival package that includes a branded pint glass, a t-shirt, and a voucher for a free drink. This not only enhances the fan experience but also helps you sell more items at once, boosting revenue. Customers love getting a good deal, and bundles make it easy for them to justify spending more.

3. Use Merch to Build Anticipation for Beer Releases

When you're gearing up for a special beer release, merch can play a key role in building anticipation and excitement. You could tease a limited-edition label design that will also appear on t-shirts or glassware, giving fans even more reason to attend the release event. Announce the merch ahead of time through social media and email marketing, letting customers know that these items will only be available at the event.

4. Engage Fans with On-Site Customization

For an even more interactive experience, consider offering on-site merchandise customization. Fans love personalized items, and offering things like custom t-shirt printing or engraving on glassware can take your event merch to the next level. Let attendees choose from different designs, colors, or phrases to create a one-of-a-kind item that feels uniquely theirs. This adds an experiential element that deepens engagement with your brand.

5. Make It Easy to Purchase Merchandise

To maximize event sales, make sure that buying merch is easy for your fans. Set up multiple points of sale, including mobile kiosks or a dedicated merch tent. Offer contactless payment options, like mobile payments or credit card processing, to speed up the buying process and reduce long lines. You can even offer pre-sales of event merch through your online store, allowing fans to reserve their items ahead of time and pick them up at the event.

6. Extend the Event Experience Online

Once the event is over, you can keep the excitement alive by offering leftover or pre-ordered event merch on your website. This allows fans who couldn’t attend to still get a piece of the action and helps you sell through any remaining inventory. Use event-specific hashtags and share photos from the event on social media to continue engaging with your audience long after the day has ended.

Bout It Makes Event Merch Easy

At Bout It, we know that managing merch at events can be challenging. That’s why our Merch As A Service (MAAS) model makes it simple for breweries to offer high-quality, event-specific merchandise without the hassle. From design to fulfillment, we handle everything so you can focus on what you do best: creating great beer and connecting with your fans.