Case Study
How Après Turned Merchandise into an Extension of the Customer Experience
When Après opened in Portland, Maine, founder Ryan Houghton had a vision that went beyond serving exceptional beverages.
Inspired by the craft brewery scene but determined to stand apart, Après was built as an elevated tasting room where every detail mattered. The space, the atmosphere, the drinks, and even the seasonal changes were all designed to surprise guests and create an experience they couldn’t find anywhere else.
That philosophy raised an important question:
How do you let customers take that experience home?
From the very beginning, Ryan knew merchandise would play
an important role. But rather than treating apparel as an afterthought or simply another revenue stream, he wanted every product to feel like a natural extension of the Après brand.
The Solution
The Solution
The first merchandise collection was intentionally simple: six colorways of Richardson 112 trucker hats featuring custom leather patches.
Just 72 hats.
While modest in size, the collection established an important principle that continues to guide the brand today:
Merchandise should feel like something people genuinely
want to wear, not something businesses simply want to sell.
As Après grew, so did its merchandise program. Hats evolved into hoodies, apparel, and additional lifestyle products that reflected the same attention to detail customers experienced inside the tasting room.
That same philosophy shaped the retail presentation as well. Instead of treating merchandise as a corner display, the team continually refined the shopping experience by improving displays, organizing collections, and creating an environment that encouraged customers to browse, interact, and discover products naturally.
When Ryan connected with Huge Brands at the Craft Brewers
Conference, it became a partnership centered on that shared commitment to quality, thoughtful design, and premium merchandise.
The Results
The Results
Today, merchandise has become an important part of the Après experience.
While it contributes meaningful revenue inside the tasting room, Ryan believes its greatest value is much harder to measure.
Every customer who leaves wearing an Après hat or hoodie becomes a brand ambassador.
One moment especially reinforced that idea.
While changing planes in Salt Lake City, Ryan spotted a traveler hurrying through the airport wearing one of the original Après hats.
Thousands of miles from Portland, someone who simply loved the design was introducing the brand to countless people who had never heard of it.
That moment perfectly captured what great merchandise can accomplish.
It doesn’t stop working when the purchase is complete.
It continues telling your story wherever it goes.
For a destination business like Après, whose guests visit from across New England and around the country, every piece of apparel becomes a lasting reminder of an unforgettable experience.
Why Quality Matters
Why Quality Matters
Ryan believes one of the biggest mistakes businesses make is rushing to create merchandise simply because they feel they need something to sell.
Instead, he encourages brands to slow down and invest in doing it right.
That means choosing premium garments, selecting colors intentionally, incorporating custom finishing touches, and designing products people are excited to own.
“Your merch represents your business,” Ryan says. “Don’t make it look cheap.”
That philosophy has shaped every stage of the Après merchandise program and continues to influence new product launches today.
Key Takeaways
Key Takeaways
· Merchandise should extend your brand, not simply display your logo.
· Quality apparel creates lasting impressions long after customers leave.
· Thoughtful design and premium details make products people actually want to wear.
· Merchandise delivers value beyond retail sales by creating brand visibility everywhere customers go.
· As your business grows, continually refine both your products and the way customers experience them.
Looking Ahead
Looking Ahead
Après continues to expand, recently adding a dedicated event venue and lounge alongside its flagship tasting room in Portland.
As the business grows, merchandise remains central to the customer experience, giving visitors a way to remember their visit while introducing new audiences to the brand everywhere they wear it.
For Ryan, that’s always been the real purpose of merch.
It’s not just another product on a shelf.
It’s another way to tell your story.
