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The Challenge
Golden Road Brewing, one of Anheuser-Busch’s fastest-growing craft beer brands, was scaling quickly across regional markets. But their merchandise program wasn’t keeping pace. With teams in multiple locations, distributor needs, customer demand, and event marketing all in motion, they lacked a centralized system to manage it all.
Their internal teams faced challenges with inconsistent product offerings, disconnected inventory systems, and limited access to branded apparel and promotional goods. There was no single hub for employees, reps, or customers to browse or order product, making it hard to maintain brand consistency, track inventory, or serve their audience efficiently.
What they needed was a full-service merchandise partner who could consolidate the entire program, from creative and product development to warehousing, webstore management, and fulfillment.
Our Approach
We started by looking at every part of their merch workflow, from how items were being requested internally to how consumers were purchasing externally. We knew that to build something scalable, we had to solve for two key things at once: simplicity and flexibility.
First, we developed two distinct e-commerce platforms. One was a password-protected internal webstore for team members, reps, and distributors to order branded items for events, promotions, and day-to-day needs. The other was a public-facing consumer store where fans of Golden Road could shop a curated line of apparel and accessories built around the brewery’s identity.
From there, we took over end-to-end product management, including design, sourcing, screen printing, embroidery, headwear production, and promo goods. We also centralized inventory and fulfillment under one roof to reduce delays, improve accuracy, and eliminate the need for multiple vendors.
The Solution
Golden Road’s new merch program now runs through a single, streamlined system. We handle:
- Product design for custom apparel, headwear, and drinkware
- Screen printing and embroidery across multiple SKUs
- E-commerce development and management for internal and external buyers
- Warehousing, kitting, and fulfillment from our domestic facilities
- Inventory forecasting and restock planning to keep pace with demand
The branded product lineup is built to reflect the bold, West Coast personality of Golden Road—featuring high-quality T-shirts, hats, glassware, and seasonal merchandise drops aligned with key campaigns and events.
The Results
The impact has been immediate and long-lasting. With a fully managed program in place, Golden Road now has:
- A consistent brand presence across all markets and teams
- Faster turnaround on merch for events and campaigns
- A scalable infrastructure that supports hypergrowth without internal strain
- Better visibility and control over inventory, fulfillment, and customer experience
This partnership shows how a well-executed merchandise program can do more than just move product, it can reinforce brand identity, build internal alignment, and unlock new revenue streams.
