In the drinks industry, retail merch is a big deal. What consumers wantAs such, never has it been more important for brands to nail their swag – and even more so their retail merch. Lynda Cody, head of experiences, partnerships & advocacy, notes that in their ongoing offerings, the brand uses consumer insights to design retail merchandise with intention. Wasted opportunitiesAnd here’s where free swag often lets the side down – because unlike retail merch people choose to buy, much of it is destined straight for the bin. Symbols of identityIf swag is about first impressions, retail merch is about long-term identity, and that’s why subtle, high-quality pieces also endure.