Merch for breweries and taprooms
Brewery shirts get worn to other breweries. Put yours on the people who already love your beer, with label art you have already paid for and no stock to count.
Free to open · no inventory · 20% of each sale, nothing else
Why brewery merch works
Craft beer drinkers collect breweries. They visit taprooms when they travel, compare notes, and wear the shirt as proof they were there. A good brewery shirt starts conversations at every other bar it walks into.
Breweries also have more artwork than almost any other local business. Every can and label is a design, and many of them look as good on a shirt as on a shelf.
With print on demand, a release-day shirt costs nothing to try. List it with the beer, take it down when the beer is gone, and never be left with a box of the wrong sizes.
What you’d earn
The products that suit a brewery best, at our suggested prices. You set the price; the dashboard shows what you earn on every size before you list.
| Product | Customer pays | Printing and blank | Our fee (20%) | You earn |
|---|---|---|---|---|
| Unisex Basic Softstyle T-Shirt | Gildan 64000T-shirts | $25.00 | −$9.63 | −$5.00 | $10.37 |
| Classic Dad Hat | Yupoong 6245CMHats | $38.00 | −$14.94 | −$7.60 | $15.46 |
| Cuffed Beanie | Yupoong 1501KCBeanies | $42.00 | −$16.50 | −$8.40 | $17.10 |
| Unisex Heavy Blend Hoodie | Gildan 18500Hoodies | $57.00 | −$22.63 | −$11.40 | $22.97 |
 Kiss-Cut StickersStickers | $8.00 | −$2.95 | −$1.60 | $3.45 |
 Eco Tote Bag | Econscious EC8000Tote bags | $45.00 | −$17.75 | −$9.00 | $18.25 |
Today’s catalog at our suggested prices. Larger sizes cost a bit more to make; your dashboard shows every size before you list, and you can price higher or lower.
Our catalog doesn’t include glassware, so pint glasses and growlers stay with whoever supplies them now. Apparel, hats, stickers and totes are where we come in.
Ideas to start with
The classic logo tee
Still the best seller. Heathered or dark, small logo on the chest or a big one on the back.
Label-art shirts
Your best-loved label, without the legal text and can shape. Fans of that beer will buy it on sight.
Release-day drops
A shirt that goes on sale with a new beer and comes off when it’s gone. Collectors notice.
Hats and beanies
An embroidered cap for summer patio season, a beanie for winter. No sizes to get wrong.
Stickers
Brewery stickers end up on coolers, laptops and growlers. Cheap to buy, and they travel.
How to sell it
- 1Put a QR code on the table tents and next to the tap list, where people look while they decide.
- 2Bartenders wear the merch, every shift.
- 3Announce a release shirt in the same post as the beer.
- 4Offer a member-only design to your mug club, and share its link with members only.
What we handle
- Printed to order, usually within 2–5 business days
- Shipped across the US, with tracking emails in your shop’s name
- Checkout, payment and sales tax handled
- Misprints and damage reprinted or refunded at our cost
- Your own shop at yourname.themerchcounter.com
- A QR counter card and stickers, ready to print
Questions breweries ask
- Can I put my beer labels on shirts?
- Yes, if the artwork is yours or licensed to you for merch. Leave out anything that borrows another brand’s logo or characters.
- Can I sell glassware?
- Not through The Merch Counter today. Many breweries sell glassware in the taproom and apparel online.
- What sells best for a brewery?
- Logo tees and embroidered hats are the core. Hoodies and beanies sell well in colder months, and limited release shirts give people a reason to buy now.
Guides for breweries
Merch ideas
Brewery Merch Ideas: Beyond the Logo Tee
Brewery and taproom merch ideas that sell: label-art tees, hats, beanies, hoodies, release-day drops and more, with example prices and how to sell them.
3 min read
Marketing your merch
Merch Drops: How Limited Runs Create Demand
How local businesses can use limited merch drops — seasonal, anniversary and collab designs — to give customers a reason to buy now, with no leftover stock.
2 min read
Pricing and profit
How to Price Hoodies, Hats and Mugs
What to charge for hoodies, sweatshirts, hats, beanies, mugs, tumblers, totes, aprons and stickers, with typical price ranges and what you'll earn on each.
3 min read
Open your brewery merch shop
Fifteen minutes, nothing up front, and a link you can share tonight.
Open your free shop