What breweries, wineries and distilleries charge for merch
We track the online shops of 2,551 craft producers that sell merch. Here is what they carry and what they charge, by type of producer, as of September 29, 2026.
What they carry
The share of each type’s merch shops that carry the item, and the middle price they charge. Shops counted: Breweries 975, Wineries 945, Distilleries 334, Cideries 80.
| Item | Breweries | Wineries | Distilleries | Cideries |
|---|---|---|---|---|
| T-shirts | 70% · $26 | 39% · $25 | 70% · $26 | 73% · $25 |
| Hats and caps | 64% · $26 | 53% · $30 | 63% · $26 | 61% · $25 |
| Hoodies and sweatshirts | 54% · $45 | 27% · $47 | 47% · $46 | 54% · $44 |
| Trucker hats | 34% · $25 | 14% · $28 | 28% · $26 | 25% · $25 |
| Glassware and drinkware | 45% · $13 | 15% · $20 | 40% · $20 | 30% · $12 |
| Totes and bags | 18% · $22 | 32% · $25 | 23% · $25 | 20% · $15 |
| Tumblers | 10% · $26 | 17% · $25 | 16% · $26 | — |
| Polos | 6% · $48 | 7% · $64 | 12% · $43 | — |
| Quarter-zips | 4% · $50 | 4% · $75 | 6% · $64 | — |
| Wine glasses | 4% · $12 | 28% · $15 | 3% · $12 | — |
| Stickers | 33% · $4 | 13% · $6 | 21% · $5 | 21% · $5 |
What stands out
- The T-shirt and the cap are the core. 70% of breweries and 70% of distilleries that sell merch sell a T-shirt; most charge $22.50–$30.
- Wineries carry fewer shirts. 39% of wineries sell a T-shirt, against 70% of breweries; more of them sell hats (53%) and bags (32%, against 18% of breweries).
- Wineries charge more for the same garment. The middle price of a winery hoodie is $47, against $45 at a brewery; a winery polo’s is $64.
- Glassware is common and cheap. 45% of breweries sell glassware or drinkware, at a middle price of $13.
How we count
We read each producer’s own online shop. A producer counts toward an item when its shop lists one. Share is the share of that type’s merch-selling shops carrying the item. Prices are what the shops list, each shop counted once per distinct price, so one shop listing twenty hats at $28 is one vote. “Most charge” is the middle half of those prices (25th to 75th percentile). The numbers refresh every week; these were checked 2026-09-29.
Selling merch without stocking it
A 1211 shop prints each piece when someone buys it, so there is no stock to buy up front, and your staff can sell from their phones. See shops for producers. Need just a few pieces for the staff? Make them one at a time: T-shirt $22, hoodie $40, cap $23, with shipping included.
Updated September 29, 2026. Prices are live and include shipping to US addresses.