Microbreweries and wineries are redefining how people enjoy a drink, blending craftsmanship with community. The U.S. is home to more than 2,000 microbreweries and nearly 11,000 wineries, most of them small, family-owned businesses rooted in their local communities.

Microbreweries are giving wineries a run for their rosé, serving up small-batch, locally inspired brews and community-driven tasting experiences. Like wineries, they engage the senses with more than what’s in the glass, from the buzz of live music to behind-the-scenes brewery tours.

These destinations prove that people don’t just want to sip a beverage – they’re looking for the connection and experiences that come with it.

  • A Pew Research Center survey found that 53% of adults say alcohol enhances their enjoyment of food and meals, and 44% say it helps them maintain social connections.
  • Those who drink more regularly are even more likely to tie alcohol to positive experiences, with 69% of frequent drinkers and 63% of those who drink a few times a month saying it makes meals more enjoyable, compared with just 36% of occasional drinkers.


For many, enjoying a glass of beer or wine is as much about community as it is about taste. Local wineries are leaning into this, appealing to nearby visitors with things like wine passports and tasting festivals that create memorable experiences close to home.

Millennials and Gen Z are reshaping what those experiences look like. Many are drinking less overall, prioritizing wellness, sustainability and shared moments over consumption. They’re exploring flexible wine subscriptions, low-alcohol options and brands that align with their values.

For wineries and microbreweries, staying relevant means adapting to this new mindset and finding creative ways to build loyalty beyond the bottle. One powerful way to do that is through promotional products. For example, a tasting glass etched with a winery’s logo or a bottle opener tied to a seasonal release don’t just market a brand but connect people back to the place and the experience of being there.

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In a market where people are sipping less but seeking more meaning, promotional products help transform a simple beverage into an ongoing relationship.

Targeting Tourists With Promo

America’s wine regions welcome more than 74 million visitors each year, generating over $14 billion in tourism spending. Every tasting room, tour and festival offers an opportunity for wineries to make a lasting impression and turn casual guests into loyal fans.

Millennials are leading the way in wine tourism, favoring authentic, immersive experiences that connect them to the land and the people behind the label. Nearly half of respondents in a survey by Wine Opinions say they visit multiple tasting rooms annually, and 7 in 10 purchase wine during their visit, often as part of a weekend getaway or wine festival.

Promotional products can help wineries extend those experiences far beyond the vineyard. A logoed glass or corkscrew brings the tasting room home, while a branded tote bag or hat keeps the winery’s name visible out in the world.

Brewing Brand Loyalty

Beer still holds the top spot in America’s glass, according to Gallup, with 38% of drinkers saying it’s their beverage of choice, compared to 30% who prefer liquor and 29% who prefer wine. But even with beer’s popularity, fewer adults are drinking overall, and more are skipping alcohol entirely for health and wellness reasons.

This shift isn’t all bad news for microbreweries. It just requires a reimagining of how people connect with brands beyond the pint. Breweries can use promotional products to stay part of customers’ daily lives in creative, meaningful ways. Items like branded glassware can turn a night in into a tasting experience. Reusable water bottles fit into wellness-focused lifestyles, and cozy hoodies remind fans of their favorite local taproom. When drinking becomes more intentional, brand connection matters more than ever.

Wine For The Win

Wine isn’t just a drink – it’s a powerhouse industry pouring more than $323 billion into the U.S. economy this year alone. Across 760,000 acres of vineyards and nearly 11,000 producers in all 50 states, close to 2 million people are behind the scenes growing and crafting the experience. At wineries, employees are more than staff. They’re storytellers and brand ambassadors. They’re the face of the experience and the heart of the tasting room. Custom apparel and accessories like shirts, aprons and wine openers help teams look unified and reinforce the brand with every pour.

Connecting With People Post-Pint

Brewery visits are up, but fewer people are buying beer afterward. Last year, a Brewers Association Harris Poll found that only about half of visitors said they were more likely to purchase beer following a taproom visit, down 10% since 2015, while 21% said they were less likely, up 19% over the same period. With so many options, drinkers are eager to try something new rather than stick with one brand. Promotional products can help brands stay top of mind. A custom glass or can cozy, for example, keeps a name in sight and just may nudge customers to come back for another round.

Campaign Collateral

This 16-oz. Tritan Wine Glass features a break-resistant design that makes it ideal for wine tastings and tours. Add a full-color digital imprint for a standout look that keeps a brand on everyone’s lips.

Garyline / PPAI 112004, Platinum / garyline.com

Showcase a brewery’s personality and available brews with this Wood A-Frame Chalkboard. Featuring a beechwood frame and a customizable chalkboard insert, it’s an on-brand way to draw customers in for another round.

Showdown Displays / PPAI 254687, Platinum / showdowndisplays.com

The Ball Recycled Aluminum Cup gives microbreweries an eco-friendly edge. Made in the USA and built to last round after round, it holds 20 ounces and features a stackable design.

AAkron / PPAI 111082, Gold / aakronline.com

A custom glass like this 20-oz. Tall Boy is perfect to help microbreweries to extend the taproom experience and keep their brand in customers’ hands. It features a tall, slender shape that helps maintain a perfect head.

Moderne Glass / PPAI 112536, Gold / glassamerica.com

Add a winery’s logo to the Ahah! Wine Opener for a practical keepsake from a tasting or club event. It features two stainless steel prongs and a built-in bottle opener.

Fey Promo / PPAI 113944, Silver / feypromo.com

Wineries could turn a custom-etched bottle of wine, like this Etched Cabernet Sauvignon Red Wine Bottle, into a memorable branded experience. Deep-etched and hand-painted with a one-color fill, it’s a great wine club perk or holiday gift.  

A+ Wine Designs / PPAI 173549, Standard-Base / apluswinedesigns.com

The Beer Hiking book series pairs the best trails with the best brews, from Chicago’s lakefront paths to the rugged peaks of the Pacific Northwest and beyond. Each full-color guide includes hikes that end near local breweries, complete with trail tips and stories from craft brewers.

The Book Company / PPAI 218850, Standard-Base / thebookco.com

Sellers is a California-based freelance writer and former associate editor at PPAI.