Sadly, while metal’s beer collaborations are legion, the ability to sell them as merch is slim to none. Thanks to distribution laws and the fact that beer is a perishable item, selling six packs alongside shirts is something bands simply can’t do.
“I think we’re going to see more band and brewer collabs not due to some novelty aspect, but because the two are so ingrained,” says Outer Heaven’s Jon Kunz. “I can’t see it becoming a viable merch option, though...You can’t mail liquid, so selling it online isn’t an option, either. I [can’t] imagine a venue allowing anyone besides themselves selling alcohol to their patrons, so selling it at shows is also out of the question. Until the laws change regarding alcohol, I think we’re more likely to hear new Necrophagist than see cases of NecroGenesis at the merch table.”
Based on the enthusiasm from bands and breweries, though, along with the practical benefits these collaborations bring from promotion to revenue to good old fashioned fun, fans can expect to see more metal beers holding ground as their own special kind of merch.
“It’s an extension of the merch table,” says Adam Zuniga. “Being able to buy a beer with the band on it, with their name, their artwork -- to me, that absolutely has as much value as picking up a T-shirt and frankly, an album for that matter.”