There’s cash – and opportunity – in craft.

The craft brewing market in the United States is a nearly $30 billion industry and has more than 9,500 businesses. All that and more makes the independent suds sector one rich with sales opportunities for promotional products distributors. Here’s a snapshot of the market and advice for generating promo business within it.

2 Quick Reasons Why Swag & Craft Suds Are a Good Match

Merch serves a valuable purpose in this niche: Getting noticed can be difficult in a marketplace in which there is a growing number of quality competitors. Distinctive branded merchandise that conveys the vibe and even values of a craft beer brand can prove important in helping the business stand out and connect with target audiences.

There’s a shared ‘independent’ spirit: In the craft brewing community, there’s often a sense of pride in being an independent business that’s not been amalgamated into a larger corporate entity. In part because of this pervasive sentiment, promo distributors may find that craft brewers will be more inclined to partner with vendors and service providers who themselves are independent/community businesses. That can prove to be a positive for promo, which remains an industry composed of thousands of small independently operating distributorships.

PRODUCT PICK:
Koozie Color-Changing Can Cooler

This collapsible can cooler (46165) features a temperature-sensitive outer layer that changes color with the touch of a warm hand. From Koozie Group (asi/40480).

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4 Prospecting Tips

Sell where you drink: Are there craft breweries/brew pubs in your area that you patronize or whose beer you buy? Start there. The fact that you’re a customer can help generate goodwill that can open the door to a business conversation.

Look locally and network in: A simple Google search on “craft breweries near me” or a visit to The Brewers Association’s brewery locator can help you easily identify potential clients in your region. Once you have a few in mind, learn who the key decisionmakers might be through checking their website/LinkedIn sleuthing and then see if you have a mutual connection who may be able to introduce you. If you’re part of area business groups, such as the local chamber of commerce, seek to connect with craft clients that may also belong to the organizations.

PRODUCT PICK:
The Unisex Festival T-Shirt

Tees should be part of every brewery’s merch collection. This crewneck style (6200) is soft, made from polyester and combed ring-spun cotton, and excellent for sublimation printing. From Next Level Apparel (asi/73867).

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Focus on pain points and new opportunities: If a brewery is already getting merch from somewhere else (it’s likely), find ways in which you can enhance the reach and positive impact of their merchandising beyond what they’re already experiencing. Learn how the brewery is currently procuring and using merchandise. Are there efficiencies, service/quality improvements and/or cost-savings you can offer? Also, assess the merch itself. How can it be improved to better represent the brand? Are there merchandising opportunities that the brewery is missing out on? Discuss all this with prospects and present ideas for improvements.

Try a test order: A prospect may not want to turn over all of its business to you at once from a current provider. That’s fine. Ask for the opportunity to do a smaller/specialized order to give the brewer a sense of what it’s like to work with you. Then, knock it out of the park with white-glove service.

5 Swag Solutions Promo Pros Can Offer Craft Breweries

Web Store: Provide an e-commerce solution that’s built right into the brewery’s website. On the home page, have a clearly displayed “shop” or “store” or “merch” button visitors can click to enter an online shop. Depending on the scope of the collection, group products into easily searchable categories – “apparel” “accessories” “bar items,” etc.

On-Site Merch Shop: Breweries may have shops at their locations where they can sell beer – and branded merchandise. The size of the space will influence how much swag can be showcased, but seek to have a selection that displays the diversity of the collection – apparel and accessories, for instance – and that highlights flagship products that best emphasize the brewery’s brand and resonate with customers most. Provide branded point-of-sale display items to augment the genuine retail feel of the space.

PRODUCT PICK:
Slim Metal Bottle Opener Keychain

This bottle opener keychain (AP-KC523) is made of zinc alloy with a split keyring attachment. From Athena Promo (asi/37218).

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Wearables for Workers: Hats, hoodies, beanies, T-shirts and left-chest embroidered work shirts can all be part of the branded apparel distributors provide for a brewery’s employees.

Swag For Seasonals & New Releases: Many breweries like to launch new beer styles with some degree of regularity. They also have recurring seasonal beers on offer for limited periods at different times of the year. All these new launches and seasonal beers can be supported with merchandise that bears the specific branding of each beer style being put out for public consumption.

Branded Items for Beer Festivals & Other Live Events: Whether it’s a beer-specific festival, a county fair, a community day or something else, breweries should have merch for sale and giveaways to offer. The for-sale merch can come from the mainstay swag collection – and/or merch supporting a new or seasonal beer they may be highlighting at the event. Giveaways can include inexpensive but appreciated items like can coolers, bottle openers, pizza cutters, stickers and even sunglasses. Finding giveaway items that really match a brewery’s brand is smart: For instance, if the client emphasizes its connection to outdoor activities, perhaps flying discs or seed packets should be among the offerings.