"As one of the largest craft breweries in the country, Colorado’s New Belgium Brewing continues to seek ways to further its community reach.
Now, to do that even more effectively, it has turned to sports.
The nearly 30-year-old brewery has released year-round beers in partnership with Colorado State University and North Carolina State University, called Old Aggie and Old Tuffy premium lagers, respectively. New Belgium also owns San Francisco’s Magnolia Brewing, which is brewing Dubs Golden Ale for the Golden State Warriors.
In a beer market that’s increasingly tightening and leaving little room for the more than 7,500 breweries in the U.S. to grow, New Belgium believes connecting with collegiate fan bases could be a key to sustaining growth.
“We’re trying to connect with the community more directly,” said Tyler Peters, New Belgium brand manager. “Beer and sports, the tailgating aspect, bringing the community together with social events made sense to us.”
The Fort Collins-based brewery started with Colorado State, the university based in its hometown, which has a large number of alumni working within the New Belgium brewery. The Old Aggie beer was originally released in 2017, as an extension of the New Belgium Porch, a premium seating option within Colorado State’s Canvas Stadium. New Belgium co-founder Kim Jordan donated $1 million to the CSU fermentation sciences program in 2015 and the brewery donated $4 million to the stadium’s construction." - Pat Evans, front office sports
If you want to learn more about New Belgium and its expansion to college athletics, you can read the full article here.