How 2 Row Brewing Transformed Local Buzz into Brand Loyalty Using Strategic Merch: A Case Study in Community-Driven Growth
Project Details
Client: 2 Row Brewing
Business Type: Brewery – B2C Taproom & B2B Retail Distribution
Location: Salt Lake City, UT
Services Provided: Merchandise Strategy, Visual Merchandising Overhaul, Product Selection & Sourcing, Branding Alignment
Industry Focus: Craft Beer, Beverage, Retail
Project Summary
2 Row Brewing, a local brewery based in Salt Lake City, UT, is well-known for its craft beers and strong local following. Despite having a physical retail space for merchandise within their taproom, sales were underwhelming. The brewery had a passionate community, but their merchandise strategy was falling flat due to a lack of structure, unclear branding, and uninspiring product presentation.
The Challenge
2 Row Brewing had the space, the foot traffic, and a loyal customer base—but their merchandise simply wasn’t moving. Despite being known locally for their bold craft beers, their merch sales were stagnant. The existing strategy lacked clarity, consistency, and connection to their brand identity. Products felt disjointed and uninspired, with no cohesive assortment or reason for customers to buy beyond novelty.
Our Approach
We partnered with 2 Row Brewing to turn their merch into a brand-building and revenue-driving tool. Here’s how:
Merch Assortment Audit: We evaluated current inventory, sales trends, and display effectiveness to pinpoint gaps and quick wins.
Staple Collection Development: We designed a foundational line of evergreen items to build consistency, brand recognition, and long-term Loyalty.
Limited Edition Drops: We tied exclusive merch launches to popular beer releases, giving fans a timely reason to return and engage.
Retail Reach Fulfillment: From concept to customer, we handled design, sourcing, inventory, and fulfillment using our proven Retail Reach system.
The Outcome
Revenue Jump: Nearly 2x the average monthly merch revenue was generated within the first two weeks of the relaunch.
Cross-Promotion Impact: New, limited edition drops brought attention back to existing inventory, boosting overall sell-through.
Sustained Momentum: Plans were immediately initiated to continue launches tied to future seasonal beer drops, building anticipation and consistency.
Project Feedback
"This evidence is irrefutable. I’ll keep pushing for more merch — I love the designs you’ve made and it clearly works.”
— 2 Row Brewing Team
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