Upland unveils first IU-branded beer
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Bloomington-based Upland Brewing Co. has unveiled the first beer branded for Indiana University Athletics. The beer, known as Hoosier Gameday Lager, was developed based on feedback from IU fans, and the brewery says a portion of sales will go toward IU scholarships.
The beer will be sold in a can marked with the iconic IU cream and crimson candy stripes.
In November, Upland launched a public survey for anyone aged 21 and older to provide input on name ideas, preferred flavor profiles, and beer can design elements.
The brewery said it received more than 10,000 completed surveys.
“In that way, it’s uniquely representative of the university’s athletics program as a whole,” Upland President Eddie DeSalle said in written remarks. “Survey results showed some common threads from fans, and we incorporated those into this beer. The majority of people wanted stripes on the can design, the word ‘Hoosier’ in the name, a brew that tasted refreshing, and a moderate ABV. We’re excited to give all that to them.”
Hoosier Gameday Lager is now available as a limited edition draft at all Upland Brewing locations throughout the state. The brewery says it will be available for sale anywhere Upland beers are sold beginning in August.
Last August, Upland was named the official craft beer sponsor for IU Athletics beginning with the 2022-2023 season. As part of the three-year agreement, the brewery committed to producing “promotional beer packaging utilizing IU’s cream and crimson color scheme and branding.”