Lone Light Spirits
Bringing the Tasting Room Experience HomeAs Lone Light Spirits grew, they needed a branded merchandise line that felt authentic to the brand and supported the business financially.
Brand Fuel created branded items, including shirts, hats, hoodies and boxes for their liquor bottles, all of which are sold in LLS's Michigan tasting room.
The merch has become a reliable revenue add-on, supporting brand growth without distracting from core operations.
Meet Our Client
Lone Light Spirits (LLS) is an independent distillery and tasting room based in Farmington, Michigan. They are craft driven, community rooted, and built on passion.
Our relationship dates back to 2018, when an excited Senior Account Manager, Bree McAndrews, just started in the branded merch industry.
She walked into a Detroit distillery in true cold call fashion, asking to meet with someone who could help jumpstart her client base. That led to a tour with Joe Lordon, lead distiller, where he shared his background, love of distilling, and his long-term vision.
When Joe decided to pursue his dream of opening his own tasting room, he brought Bree and team along for the brand merchandising ride.
THEIR CHALLENGE
Opening a tasting room is about more than great spirits. It’s about creating a memorable experience that turns first-time visitors into loyal supporters.
When Joe launched Lone Light Spirits, he wanted the space to feel intentional, personal, and distinct from the moment guests walked through the door and he succeeded. As the tasting room gained momentum, guests started asking for ways to take that experience home with them.
Key Objectives
- Create a branded merchandise line that felt authentic to the brand and Joe’s unique vision
- Build merchandise that supported the business financially, not just aesthetically
- Develop a scalable approach that could grow with seasonal campaigns and new collections
OUR SOLUTION
Brand Fuel partnered closely with Joe to bring his vision to life, translating the Lone Light Spirits experience into a thoughtful, well-designed merch line.
We approached the project as brand-building, not just product creation. Instead of simply placing a logo on gear, we focused on creating branded items that felt like a natural extension of the tasting room, something guests genuinely wanted, not something that felt like an advertisement.
The initial launch focused on core guest items, with an emphasis on high quality, intentional design, and products that felt collectible and giftable:
- T-Shirts and Long Sleeve T-Shirts
- Hoodies
- Trucker Hats
- Beanies
- 3 Bottle Gift Boxes
The result was simple but powerful: guests loved the experience and wanted to support Lone Light Spirits long after their visit.
THE IMPACT
Return on Investment
- Strong initial merch performance with ongoing reorders
- Branded merchandise became a reliable revenue add-on, supporting brand growth without distracting from core operations
Return on Emotion
- Patrons left with something tangible to remember their experience and share it with others long after they walk out the distillery's doors
- Joe’s vision was fully realized: seeing his brand resonate beyond the bar
Return on Community
- A stronger sense of local pride and loyalty among guests
- Branded merchandise helped turn visitors into loyal advocates
- Lone Light Spirits became not just a place to visit, but a chosen local brand to support
LESSONS LEARNED
It’s been a privilege to support a local entrepreneur who is building something special for himself and his community. This relationship is built on trust, shared values, and a deep appreciation for effective, creatively bold ideas.
“I am so extremely happy for Joe and what he has done for himself and the community. He and I share the same values in creating experiences and doing that well.” – Bree McAndrews
Joe understands that branded merchandise, when done thoughtfully, isn’t an add-on. It’s a strategic extension of the business, from rev gen to long lasting brand loyalty.
Interested in turning your brand into wearable merch?
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