Case Study: Making Good Merch with Parrotdog Brewery
Some partnerships evolve naturally. What started as a few simple product runs with Parrotdog has grown into a long-term collaboration across multiple merch collections.
Over the years, we’ve worked closely with Parrotdog’s marketing team to create merchandise that reflects their distinct personality. From playful graphics to quality-focused apparel, every item has been designed with both their customers and brand in mind. Their latest drop, the Raptors Collection, continues that momentum, bringing a fresh angle to the merch story.
About Parrotdog
Parrotdog began in a small garage in Wellington in 2011 and has grown into one of Aotearoa’s most recognisable independent breweries. Based in Lyall Bay, they’re known for clean, balanced beers and a naming style that’s uniquely their own, from Bitterbitch and Bloodhound to the ever-popular Nice. series. What’s helped build their loyal following isn’t just the beer, but a strong sense of personality that runs through every release, event, and piece of merch.
What We've Made Together
Across multiple drops and beer campaigns, we’ve helped Parrotdog roll out a wide range of products. Some are seasonal. Others have become mainstays. The focus has always been on making merch that fits with the release, the setting, and their community.
Apparel has been a constant, from core logo tees to more specific drops like the Nice. and LB Beer designs.
Bucket hats and tote bags have added variety, often tied to seasonal releases or events.
We’ve also worked on smaller-format merch that reinforces the brand in more practical ways. The custom cotton sports socks feature Parrotdog’s birdseye four-stripe design, a throwback to 1970s tennis gear.
Enamel pins and keyrings offer compact ways to carry the brand.
Koozies have been a staple for summer events, and the custom dog lead, made in two colourways, was a fitting nod to the Parrotdog name.
The Raptors Collection
The latest merch drop channels vintage sportswear vibes, with a nod to old-school American varsity styling. The range includes screenprinted classic and raglan-cut tees with the bold Raptors logo, along with relaxed-fit crew neck sweatshirts that feature varsity-style Parrotdog branding.
Rounding out the collection is a two-tone cotton cap, finished with raised satin stitch embroidery across the front, a detail that ties back to classic team caps while keeping things clean and wearable. It’s a shift in tone from earlier collections, but still feels right at home in the Parrotdog world.
Q&A With Lucy – Marketing Manager, Parrotdog
We’ve asked Lucy to share a few thoughts on Parrotdog’s approach to merchandise and how it supports their wider brand.
1. What sparked the idea behind the Raptors collection?
With sports teams being the theme behind the campaign for our new Core-Range release, Raptor APA, we looked to American baseball and football uniforms to inspire a merch collection that celebrates the American Pale Ale style.
2. Out of everything we’ve made together so far, which piece has been the crowd favourite and why do you think it hit the mark?
Our collaboration with Goodlids. A summer launch, collaborating with an iconic brand, made for a big hit!
3. Where does merch sit in the bigger picture for Parrotdog?
Merch is the only other product we have outside of beer, so it's a super fun way to showcase the brand and have a bit of fun, like we have with the Raptor collection.
4. When you're planning new merch, what’s on your checklist? What makes something a ‘yes’ for you and the team?
Something new, something fresh, something we are excited to wear.
5. Have there been any good surprises, pieces that took off more than expected?
The 'Glen' Boysenberry Sour t-shirt from our ReinCanation series & the Parrotdog rugby jerseys
6. What’s your favourite piece of merch you own that isn’t Parrotdog?
We have lots of big merch dreams here, but next up, we'd love to do a run of stainless steel branded riggers.
7. What’s next? Any merch ideas or dream items you’d love to explore down the line?
My Sam Stephenson x Bad News Books 'Fake Nostalgia' t-shirt @5amoh 🖤
Parrotdog keeps things fun, focused, and always on-brand, which makes them a great team to work with. We’re stoked to keep turning out well-made, well-aligned merch together.
Got a merch idea in mind?
We’d love to help bring it to life. Whether you're planning your first drop or growing an existing range, get in touch and let’s chat about what’s possible.
