Tröegs visitors often purchase traditional shaker pints branded with specific beer logos, so the brewery added (and has had great success with) specialty glasses customized with its beer brands. For example, Tröegs has a Bavarian tumbler for its year-round HopBack amber ale; a chalice for its winter beer, Mad Elf; and a goblet for its seasonal barleywine-style beer, Flying Mouflan, among others. "I don't think we're as concerned about what the price per piece is as much as we're concerned about seeing something that sort of stands outside the realm of what's typical," Yashinsky said.
However, sometimes certain items may have a following, but don't move off the shelves quickly enough to make the high order count worth the purchase. For example, bike jerseys do well, but its hockey jerseys imprinted with the Tröegs Troegenator logo didn't fare well enough to keep them around long-term. "They did OK, but [a] hockey audience in the middle of summer? You're not really going to sell that, and also it's a dedicated audience," he said. "And we didn't have a lot of them so when certain sizes ran out, they ran out. And it was an item that while it was cool, it was a Troegenator jersey, it stood out, it was a great piece—it never got traction and had people asking for it over and over again, so some of those decisions [on whether or not to reorder] are easy to make."
Tröegs distributes to nine states from Massachusetts to Virginia, with plans to expand to North Carolina this fall, so it often splits costs for promotional items, like dart boards, A-frame chalkboards and L.E.D. light signs, with retailers and bars.
Yashinsky noted that individual beer logos are not the best option for the distribution side, as it limits the item's use. For tap handles, Tröegs has a generic one with a space within the "O" in "Tröegs" where a sticker for the current selection can be placed. "We want convertibility on that item, so we don't want a separate tap handle for every beer we make," he said. "You'd be running around in circles delivering tap handles to the same bar and every bar would have like 27 of your tap handles in their inventory, so you have to be a little plain for that kind of stuff."