Wineries are asking more and more about non-wine merchandise, including logoed apparel, promotional products, and souvenirs. Early adopters are showing signs of success with these things when they are an intentional part of an overall strategy. The merchandise itself needs to resonate with the brand and brand story and be a thoughtful part of an overall customer experience. We review some ideas for using merchandise as part of a larger strategy, as well as the potential ROI for non- wine products.