How to Leverage Your Beer Promos with Drink Towers

What Are Beer Towers and Why They Matter

Beer towers are tall, branded dispensers used in bars and venues to serve beer to groups. They’re highly visible and interactive, often becoming focal points on tables, making them perfect for imprinting a brand in customers’ minds during social moments.

For Chang Beer Thailand, selling beer towers on its promotional merchandise platform (especially in the UK) wasn’t just about product sales. It was about increasing brand visibility where purchase decisions happen.

Marketing Benefits of Branded Beer Towers

• High Brand Visibility: Beer towers sit in the center of the table, making logos and branding impossible to ignore at social drinking occasions.

• Customer Interaction: The more customers physically interact with the product (e.g., pulling a tap), the stronger the brand recall.

• Extended Brand Reach: When customers take these towers home, especially when customized with unique messaging, the brand extends beyond the bar.

Chang Beer Beer Tower Case Study

Chang Beer Thailand introduced branded beer towers to their promotional merchandise lineup, with a focus on reaching UK consumers.

Objective

Chang Beer sought to increase visibility for its beer products internationally, targeting markets where beer culture thrives and branded experiences influence purchasing behavior.

Strategy

Chang offered beer towers through its promotional merchandise channels, often associated with bars and venues where beer orders are frequent.

Why This Matters

Although giving away beer towers to bars might seem like a small gesture, it creates hundreds of ongoing micro-brand engagements every night:

• Friends passing around the tower see the branding.

• Tourists snap photos and share on social platforms.

• Venue patrons associate Chang Beer with fun group occasions.

These moments translate into emotional connections that are far more powerful than a passive ad impression.

How ODM Helps Brands Amplify Promo Merchandise

At The ODM Group, we don’t just design products. We help brands build promotional strategies that drive real audience engagement.

Here’s how we approach merchandise like beer towers:

1. Design with Purpose

We go beyond logos. We ensure products are functional, shareable, and desirable.

From unique shapes (e.g., trophies or event-themed dispensers) to specialty inks like thermochromic color-changing surfaces, every detail matters.

2. Customization for Brand Loyalty

Branded messages and visuals on products evoke an emotional response in customers. Whether it’s pride, belonging, or excitement, which boosts the likelihood they’ll keep and reuse the item.

3. Distribution Strategy

We work with brands to place promotional merch exactly where target customers are. Bars, trade shows, partner events, and retail locations all become touchpoints for repeated brand exposure.

4. Measurable Impact

We help clients define KPIs, such as social shares, redemption rates, or footfall increases, so promotional campaigns deliver measurable ROI.

Discover how drink brands use beer dispensers in promotion.

Heineken did a great job using the beer tower as a custom beer display, and decorating it with a green hat is also a fantastic way to sustain the interest of customers.

Since a large share of beer sales occurs in bars, a great way to promote your brand and products is through a bar display. Beer towers, like this one from Carlsberg, are effective promotional products for in-bar displays.

Here’s an excellent St. Patrick’s Day Promotion by Heineken. The brand offers free holiday-themed custom beer products for beer lovers.

Tips for Beer Brands Promoting with Merchandise

Promotional merchandise works best when it feels like a natural extension of the drinking experience. For beer brands exploring products such as drink towers, the goal is not to be novel. It’s to become relevant, visible, and reusable.

Function drives exposure. Items that serve a clear purpose in bars or social settings stay on tables longer and are handled repeatedly, increasing brand visibility without feeling forced.

Effective beer promos go beyond the bottle. Products that support group drinking, such as drink towers, branded glassware, or table accessories, integrate your brand directly into the occasion.

Successful customization considers where and how the product will be used. Local language, cultural symbols, event-specific messaging, or subtle branding can make merchandise feel intentional rather than generic.

Merchandise that looks good in real environments is more likely to be photographed and shared. Clean design, strong silhouettes, and recognizable branding help beer promos travel organically beyond the venue.

Conclusion

Effective beer promos are built into the drinking experience, not placed around it. As the Chang Beer case study shows, drink towers can turn a functional serving tool into a high-visibility branding asset that stays on the table and in front of customers.

At The ODM Group, we help beer and beverage brands develop custom promotional products that work in real on-trade environments- from concept and design to manufacturing and delivery.

Planning a beer or drinks promotion? Contact the ODM team to explore drink towers and other beer promotional products tailored to your brand.

Take a look at these projects we previously worked on for famous drink brands.

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