Ask any good marketer where you should start with website sales and they’ll recommend merchandise and swag, like t-shirts, hats, koozies, etc. Your branding is an essential part of who you are as a brewery and how your customers and fanbase will come to recognize you. It only makes sense, then, to put your logo or mark in as many places you can. Even better if you can include can designs or unique artwork specific to you and your product.
We recommend hiring a designer to help you conceptualize and create some really cool designs. If you don’t have someone readily available, consider reaching out to your local print shop. They likely have a designer on staff who can assist you. The added benefit of using a local print shop is that they can handle the printing as the orders come in, keeping you from worrying about stock. Plus, you’ll get to know these vendors really well, and they’ll be more inclined to give you personalized service and exceptional care. You’ll also help boost your local economy and build solid relationships and connections during the process, which is a great perk for you, too.
When implementing merchandise into your website, we recommend WooCommerce for WordPress sites or Shopify if your budget limits you from hiring a developer upfront. Also, try to limit your selection to 3-4 different designs types, so you can better manage supply and demand from the onset.
Mug Club Memberships
You had to know this was going to make the list, right? Mug Club Memberships are a simple, effective way to generate traffic to your brewery and help build a loyal fanbase in the process. It works for novice beer drinkers and ardent brew fans alike, and it’s incredibly easy to promote and manage on your end. We can go on and on about the perks of creating a loyalty program, but suffice it to say that it’s wise to include yours on your website.
Before you get started with the plugins, though, make sure you check to see if your local law allows for the online selling of such a program. Depending on the structure and details of your membership, it may be illegal to sell it online. Once you get the greenlight, it’s fairly easy to get it going. Again, either WooCommerce or Shopify can handle this with no problem. And, if implemented correctly, you can be automatically notified when a Mug Club purchase is made. All in all, it’s a great way to promote your loyalty program and attract new and potential customers.
Like Mug Clubs, special events or ticketed promotions are ideal for generating new and renewed interest in your brewery. You can create an event around the unveiling of a new beer, host a private food pairing night, or a myriad of other ideas without breaking the bank or adding too much extra stress to your day. Those events will also benefit you as you look to increase sales through your website.
By employing the services of digital ticket sales experts like Eventbrite or The Events Calendar (WordPress plugin with the tickets add-on), you can seamlessly manage your ticketed events online. Both are extremely intuitive and user-friendly – you simply have to create the events.
Rounding out the list is the good ol’ brewery tour. You worked hard to create a space worth showing off, so why not take visitors on a walk around your hallowed grounds? You could even consider selling a brewery tour as a special event by including a custom souvenir glass in the ticket price or offering a one-time discount on your Mug Club entrance fee. Brewery tours are always popular with customers, whether they’ve visited your brick and mortar or not.
And again, by simply offering brewery tour tickets on your website, you help your page do what it was designed to do – sell. The good news is that you don’t need any fancy gadgets or apps to pull it off. Like most everything listed above, you can implement brewery tour sales into your site using either WooCommerce or The Events Calendar (event tickets). That simple.
Remember, you created and launched your brewery website with one goal in mind: to sell either your business or your product. You now know why it benefits you, what you can sell, and what tools will set you up for success from the beginning. The only thing left to do is start implementing. Have questions or need more direction? Feel free to schedule a meeting or send us a message. We’ll help you get where you need to be.