The Brewzie Blueprint: $3 to $65 The How and Why

Here's a little story about how a simple koozie (or 7 Brewzie as they call it) from 7 Brew could become a hot-ticket item reselling for $65. So, how did the 7 Brewzie become a collector's item so fast? Simple. Smart marketing, targeted timing, and an understanding of people's behavior.

What is 7 Brew, and what is a Brewzie?

7 Brew launched in 2018 as a family-owned drive-thru coffee and tea chain focused on bringing barista-level service to customers on the go. Since then, they’ve expanded to over 50 locations across the region. Beyond drinks, 7 Brew builds community through pop-up events, charity drives, and a loyalty program that rewards repeat customers. That emphasis on connection is what turned a simple koozie into a viral sensation.

On Mother’s Day 2025, 7 Brew released the “Brewzie”: a branded neoprene koozie featuring the 7 Brew logo and their motto, “Cultivate Kindness.” Available for one day only, it quickly became a collector’s item, reselling online for up to $65.

Here is a link to their original blog post about the 7 Brewzie

Lesson 1: Hype Starts With Loyalty

Before the Brewzie even hit the shelves, 7 Brew had already built a loyal following. These customers aren’t just buyers—they’re part of a tribe. By treating people well, offering surprise perks, and hosting local collaborations, 7 Brew gave fans a reason to stay engaged. When you earn that trust, customers become organic advocates: they post, tag friends, and spark conversations.

Organic customer hype often spreads faster and wider than any paid ad. In 7 Brew’s case, fans started sharing “I got my Brewzie!” photos minutes after launch. That kind of word-of-mouth buzz turned a simple giveaway into the talk of the town.

Lesson 2: Limited Time, Unlimited Buzz

Timing and scarcity were crucial. By dropping the Brewzie on Mother’s Day—and only for 24 hours—7 Brew tapped into an already celebratory mindset. People were out running errands, picking up brunch, or posting family photos. That festive energy made them more open to trying something new and grabbing a unique keepsake.

Once customers saw “Limited Edition – One Day Only,” their brains flipped into FOMO mode. Scarcity instantly amplifies perceived value: a $3-$5 koozie suddenly feels like a rare collectible. As soon as people realized supplies were running out, they rushed to any open 7 Brew location—or paid reseller prices online.

Action Steps to Replicate the Brewzie:

1. Build real loyalty first: Make customers feel like insiders, offer friendly service, surprise perks, or local collabs that give back. When people trust you, they'll happily spread the word
   
   
2. Pick the perfect moment: Align your drop with a holiday or local event when people are already excited. Timing your release around something people already care about makes everything feel more relevant. 
   
   
3. Lean into scarcity: Label your item "One Day Only" or cap it as a specific number of pieces. When fans know it won't be around forever, that simple koozie becomes a must-have collectible. 
   
   
4. Start the hype early: Give a sneak peek or an early sample to some influencers and select customers so they can tease it to their people. By launch day, you'll already have a crowd.
   

And that’s how a humble koozie went from a simple giveaway to a $65 resale sensation. By focusing on community first, picking your moment wisely, and amplifying excitement through scarcity and pre-launch buzz, even the simplest product can spark a frenzy. Now it’s your turn—take these steps, plan your own limited-edition drop, and watch your fans become your biggest promoters.