Right Case

Right hand display case: 2 Kids, Stone, Helm's, Ballast Point and Karl Strauss handles. 

Brewery Merchandising: Tap handles are only one element of advertising a brewery’s identity and ethos. Bottle labels, merchandise for sale or giveaway, coasters, glassware and growlers, as well as the brewery’s architectural/interior design are all part of the identity. 2 Kids Brewing (2013-2019) used a ‘street’ ethos using graffiti-style lettering on taps, glassware, and the use of postal labels popular with graffiti artists on their bottles.

Choosing an Identity:  Identity is an important to inform and attract consumers. The founders of Stone Brewing (1996-brand continues following mid-2022 sale to Sapporo) considered various designs including versions of gargoyles. Early keg handles were etched beach rocks as seen in the photograph, then pool table slate, followed by slate replicas for tap rooms.

Thematic Tap Handles:  Being in the San Diego region with beaches and ocean nearby, nautical or beach-themed motifs are popular. Examples are Ballast Point (1996, sold to Kings and Convicts Brewing but continues this brand line), Karl Strauss (1989-present), and Helm’s Brewing (2012-2018, sold to a non-alcoholic THC and CBD beverage company.)