Australian-Owned
Walk Into Almost Any Brewery…
Step into an Australian brewery and what do you see? Merch walls. Tees, caps, hoodies, growlers, stubby coolers, tote bags, and maybe even air fresheners.
In fact, you can find breweries with a merch range that’s more extensive than their brewing list.
These aren’t dull or generic designs; they radiate personality. Custom art, limited editions, and lifestyle-driven products meant to be worn, used, and cherished beyond the venue.
Take a peek at their websites, and “Merch” often sits proudly next to the “Shop Beer” header.
Why does it work so well? Because breweries know that moments matter. On any given Sunday arvo, with live music playing, the sun beating down, surrounded by mates, and a cold pint in hand – that’s a memory people are willing to take home.
Restaurants vs. Breweries: Where the Gap Lies
Now flip to most restaurants, and you’ll find…
…absolutely nothing.
Now, it’s not impossible, but it’s hard to find a restaurant that surprises you with merch.
The real question: Is the issue simply a lack of merch, or do restaurants struggle to turn atmosphere and community into tangible offerings for guests?
The truth is, those merch-less walls are missing out on:
- Untapped revenue
- Untapped brand cultivation
- Untapped customer loyalty
Restaurants already create amazing experiences.
They just haven’t turned those experiences into wearable, giftable, collectible moments.
According to PPAI’s Let’s Dine Out! (2023), more than half of consumers (57%) have purchased retail items from a local restaurant in the past year. So let people rep their favourite restaurants the way they do their breweries and bands.
What Breweries Are Doing Right
Australian breweries, from Coopers to indie craft labels, have figured out that merch should be curated, intentional, and lifestyle-led.
Typical brand product line-ups often look like:
- Branded apparel: tees, hoodies, beanies, caps
- Drinkware: glassware, stubby coolers, growlers
- Lifestyle gear: tote bags, bar runners
These are rarely just a slap of the logo catalogue picks.
They’re well-designed pieces meant to be taken outside the venue, and not mistaken for staff uniforms.
Breweries don’t ask “Should we do merch?” They ask, “What’s next?”
All Cooped Up in Merch: Coopers Leading the Way
Circling back to Coopers, we’ve been collaborating with them for years, and they’re always knocking it out of the park. One of their more recent releases? A custom pickleball set. From skateboards and picnic rugs to playing cards and chairs, they take their community from the beach to the courts, always leaving fans wanting more.
The takeaway for restaurants? You don’t need to go all-in immediately, but stop putting merch on the back burner. Make it part of the brand experience.
Where Restaurants Are Missing the Mark
When restaurants do merch, it’s often:
- Logo-heavy and unimaginative
- Designed for staff, not customers
- Untethered from the actual dining experience
If merch only makes sense inside your venue, it won’t be seen outside of it.
Restaurants that succeed? They treat merch like breweries do: as a natural extension of the brand, a community builder, and a way to cultivate atmosphere.
Where Restaurants Can Begin
Aussies know good food, and restaurants here generally do branding well too. Most of the time, it’s as simple as bringing in the right merch partner.
A partner who can:
- Incorporate designs that capture the brands personality
- Utilise materials that feel premium and last
- Pair colours and styles that fit your vibe
The result? Merch that reflects the experience people have when they walk through your doors.
The Takeaway
Breweries have shown that moments people love become merch people wear.
Restaurants already have the food, the atmosphere, and the experience. What’s missing is the intention behind the merch.
If you’re ready to create merch that elevates your restaurant’s brand and experience, reach out to us today. Let’s turn your restaurant’s unique identity into wearable memories your guests will cherish for years to come.
