Why 818's Swag Strategy Actually Works (And What Brands Can Learn From It)
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Why 818's Swag Strategy Actually Works (And What Brands Can Learn From It)
Some merch just ends up in a drawer. Other merch ends up on Grailed.
818 Spirits is clearly doing something right.
Their merch isn’t just “on-brand.” It’s culture-aware, wearable, and actually wanted — which is kind of the dream when you’re building a lifestyle brand. And honestly, whoever’s running their swag program? Go ahead and give them a raise.
Let’s break down why their approach hits different.
It’s Not Just Swag. It’s Part of the Experience.
This is where a lot of brands miss. They treat swag as a checkbox. A giveaway. Something you tack on at the end.
818 flips that. Their merch extends the experience.
Case in point? A branded deck of cards. Not just a cute item. It’s perfect for pregames with friends, paired with a bottle of 818. The product and the moment go hand in hand. That’s how you build brand recall without forcing it.
Key takeaway: Create swag that complements the lifestyle of your customer, not just the product.
Wearables That Actually Get Worn
818's merch isn’t screaming logos or corporate vibes. It fits right into the Gen Z lifestyle: baby tees, gym shorts, relaxed fits that feel more like a casual brunch uniform than company merch.
This is wearable swag with a built-in purpose. It works for the “day after” energy — post-party brunches, campus strolls, Sunday reset errands. That kind of contextual thinking is rare, and it pays off in visibility.
Why it works: When swag is this wearable, it moves. It shows up in public. It gets posted. It becomes ambient advertising without anyone realizing it.
The Influencer Gifting Is Streetwear Caliber
818 doesn’t just seed merch. They build hype around it.
By tapping into the founder’s circle of celebs and creators, they’ve made 818 merch feel like something you want to score, not just get. It has streetwear drop energy. And that matters, especially for brands playing in lifestyle, beverage, or entertainment.
The result? Real reach. Real UGC. And sometimes, resale.
Yes, their merch has shown up on Grailed. That’s when you know you’ve crossed the threshold from “swag” to “status item.”
The bottom line: When your swag becomes a status symbol, you’re doing something very right.
What Brands Can Take From This
You don’t need a celeb-backed tequila label to build meaningful branded merch. At SwagUp, we help brands across industries — from tech to CPG to finance to legal — create promotional products that feel like part of a lifestyle, not just a marketing budget line item.
The secret? It’s not about money. It’s about strategy.
Ask yourself:
- Does our swag actually serve a purpose in someone’s day?
- Would someone wear this without being paid to?
- Does the packaging or delivery feel aligned with our brand?
- Could this live on beyond the campaign?
If not, it’s probably just swag. And not in a good way.
The brands that nail it — like 818 — create branded merchandise that becomes a moment. Swag that shows up on Instagram, on sidewalks, in resale shops. Swag that sparks conversations and earns attention.
Want Swag That’s Designed to Be Desired?
📦 Explore our premium swag catalog
💬 Talk to a Swag Expert to build your brand’s merch strategy
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