With new brand, Greenbrier’s golf tournament expands merchandise options

Greenbrier County
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When not spending time around the green, some tournament attendees look to spend a little green on something for themselves or their relatives.

“We’re going to get probably a windbreaker for [my daughter] that’s got the tribute to the military on it,” said attendee David Birchfield.

“I think I’m going to get a golf shirt,” said Lindsey Nail, who is visiting from Arkansas.  “I can practice in it.”

With the Greenbrier Classic now “A Military Tribute at the Greenbrier,” customers had a wider selection of merchandise to choose from.  According to Al Lierman, Vice President of Retail and Spa for the Greenbrier, the feedback has been astoundingly positive.

“They’ve been selling great,” Lierman said. “Veterans come in and say ‘Where’s your new logo stuff?’ We love to hear that, we’re directing them to it, and they’re enjoying it.”

From shirts and ponchos to hats and collectibles, there is a little something for everyone. But on deciding which one to wear, everyone is joining in on the salute and its new look.

“I think it ought to be about the military anyway,” Birchfield said.  “It’s July the Fourth.  It should be.”

“I’m all for the military tribute,” Lierman said.  “That’s the way going forward.   It will be 100% military tribute next year for sure and from this point forward.”

Although the new name announcement came just three weeks before the tournament, Lierman said retailers were able to get plenty of apparel, headwear, and raingear on the racks in time for this week.

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