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Bold branding: NM Brewers Guild offers shirts, mugs, more with new logo

A tank top featuring the redesigned New Mexico Brewers Guild logo isamong the items available from the guild’s new online store. (Courtesy of The New Mexico Brewers Guild)

Land of Enchantment craft beer lovers can wear their appreciation with merchandise from the newly created New Mexico Brewers Guild online store.

The store offers shirts, tank tops, socks, a can holder, travel mug, tote and more featuring new logo designs. Shoppers can access the online store through the NMBG’s website at

One of the logos features a beer tap and says, “Passion Brews Here.”

“I was trying to think of what we could do, just to do something different, and just talk about how everybody is so passionate here,” said Leah Black, executive director of the New Mexico Brewers Guild. “… I just felt that if definitely there had to be one word to describe this industry, it’s ‘passion’ for sure. So that’s just kind of our shirt that is representing everyone across this state. You can’t say we’re not passionate, so that’s kind of our title tee right now.”

Another design prominently features the redesigned NMBG logo against a bright colorful background reminiscent of neon lighting. The design pops against a black background on two T-shirt styles, a flowy racerback or muscle tank top, and a fleece sweatshirt.

“There’s another design that we did that I really like because it makes me think of our historic Route 66 with all the neon signs,” Black said. “One of those designs is kind of like a gradient color. It reminds me of a neon sign. We’re calling it the neon NMBG logo.”

Other wearable merchandise features black or white text that says “Enjoy Burque Beer” encased in an outline of the state of New Mexico against a solid background of sky blue, black or turquoise. Another simply reads “New Mexico Brewers Guild” on a solid background of charcoal gray, dusty rose, heather gray, mustard, or khaki green. The goal was to make the designs striking without looking cluttered.

“I think that bold really gets attention, especially from far away,” Black said. “If you see someone from far away wearing a certain shirt, you’re, like, ‘I know that logo.’ So the further away you get from something, if it has a lot going on, sometimes it just turns into one color. So we really wanted it to be recognized and eventually people in other states too will start to say, ‘Oh, New Mexico breweries, they’re really on the map.'”

A percentage of the sales benefits the NMBG.

A T-shirt featuring the redesigned New Mexico Brewers Guild logo is among the items available from the guild’s new online store. (Courtesy of The New Mexico Brewers Guild)

“It helps us pay for our lobbyists, which now are trying to look at all the things that we need to get changed, the temporary alcohol delivery, things like that,” Black said. “The lobbyists don’t work for free. … When people buy (NMBG merchandise), they’re obviously supporting the guild, and we’re supporting the breweries, so just know that you’re definitely helping.”

The online store is run by guild associate member Rizn Ink, which also is responsible for the art featured on the merchandise.

“I’ve been wanting to do it for a long time,” Black said. “As you know I am one person, we do have our board and they are so helpful, but they’re volunteers and they’re all running their breweries as well. … Rizn has already been doing it, and so why reinvent the wheel? It’s a lot of work for one person to go mail it out and that sort of thing, so they came to us, and they built this store and said, ‘Let us help you with this until you are able to get our own store up and running,’ so that’s kind of what we’re doing as a partnership right now.”

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