People typically purchase merchandise with a brands logo to associate themselves with the brands image, or they think it’s visually interesting. Youth enjoy wearing beer related swag because it makes them feel older and mature. They want to separate themselves from being a teen and want to take that next step social groups in life. There are those who wear merchandise such as Guinness’s original tee shirts because of the nostalgia associated with the brand and not drinking at all. At the heart of it all, people associate with beer brands because they want to live the lifestyle the brand is projecting.
Merchandise was first used as promotional products during George Washington’s election campaign through commemorative buttons. Labeled merchandise is very effective at helping promote a brand. The largest product category for promotional products is wearable items, which makes up more than 30% of the total market. Brand awareness is the most common use for promotional items at 12.59%. Beer specific merchandise http://microbrewmarketing.com/ comes in all shapes and sizes. Most alcohol merchandise is purchased over the internet or given away as free items. In some cases merchandise turns into collector’s items that can go for a good amount of money. Merchandise collecting can be equivalent to antiques. It’s not uncommon for high-end companies such as pottery makers to created collectibles that retail for hundreds of dollars. At this level, the collecting is very far removed from selling beer. It’s more about the art and the branding involved.
