First time poster, here - be gentle, folks. I liked Sam's and Kevin's posts about breweries and restaurants being completely different business types. Now that the popularity of our brewery out in Carson, WA is burgeoning a bit, we've found that we're selling our gear at a very rapid rate, and it seems to me like it's another instance of a separate business happening within the business, with retail clothing being such a different animal. We have a high quality printer service (providing our shirts, hats, stickers, etc.), which sometimes means we pay a little more for a good product that people can wear/display with pride. My question for anyone who feels like they have a good handle on their gear: Do you feel like there is a target markup to shoot for? Does it vary between the different types of gear? Right now our prices aim at around double our cost across the board. This feels reasonable to me, especially since I wouldn't expect the labor costs involved to be high as most (all) of it sells out of our restaurant. Any input would be appreciated. Another gear-related topic (though maybe better situated in the branding section of the forums) - has anyone done an effectiveness study on giveaways? What products work or don't? How much to give distributors? Any general rules of thumb? Thanks all! Backwoods