What's Happening?
The University of Wisconsin-Whitewater (UW-Whitewater) and Duesterbeck's Brewing Company have collaborated to introduce a new light ale, named the UW-Whitewater Warhawks Light Ale. This German-style Kolsch beer will be available for purchase at home football
games at Perkins Stadium's Champions Club throughout the current season, as well as at select businesses in Whitewater. The artwork featured on the cans was designed by Makai Johnson, a UW-Whitewater graphic design student and son of the brewery owners, Ben and Laura Johnson. Makai Johnson incorporated university slogans like 'Warhawk Bold,' 'Paint it Purple,' and 'Powered by Tradition,' along with an image of Willie Warhawk, the UW-Whitewater mascot, into the design. The beer has an alcohol by volume (ABV) of 4.3%, making it comparable to other light beers and suitable for consumption at games. A QR code on the can directs consumers to a university athletic department donation site, with proceeds from sales benefiting the UW-Whitewater Athletic Department. Duesterbeck's Brewing Company has a year-long production contract with the university for this new ale.
Why It's Important?
This partnership represents a unique collaboration between a local business and a university, fostering community engagement and providing a new revenue stream for the UW-Whitewater Athletic Department. For Duesterbeck's Brewing Company, it offers significant brand visibility and market expansion, particularly within the university community and among sports fans. The involvement of a UW-Whitewater student in the design process provides valuable real-world experience for Makai Johnson, showcasing the practical application of academic skills in a commercial setting. The initiative also aims to enhance the game-day experience for Warhawks football fans by offering a custom-branded beverage. Furthermore, by creating an approachable light ale, the brewery seeks to attract a broader consumer base, including those who may not typically drink craft beer. The inclusion of a QR code for donations directly links consumer purchases to financial support for university athletics, highlighting a creative fundraising model.
What's Next?
The UW-Whitewater Warhawks Light Ale is now available at home football games at Perkins Stadium and in some Whitewater businesses. The initial year-long production contract between Duesterbeck's Brewing Company and UW-Whitewater will allow both parties to assess the success and impact of this collaboration. Depending on sales performance and community reception, the partnership may be extended beyond the current contract period. The university's athletic department will benefit from the proceeds generated, which could support various athletic programs and initiatives. Duesterbeck's Brewing Company will continue to produce the Kolsch beer on their farm, maintaining their commitment to local production. The success of this venture could also inspire similar collaborations between other universities and local businesses, particularly in the craft beverage industry, as a means of fundraising and community building.
Beyond the Headlines
This initiative goes beyond a simple product launch; it embodies a growing trend of universities leveraging their brand and community ties for commercial partnerships that benefit both the institution and local businesses. The collaboration highlights the potential for educational institutions to provide practical, hands-on experience for their students through such projects, bridging the gap between academic learning and professional application. The beer's design, incorporating university slogans and mascot, reinforces school spirit and identity, creating a tangible connection for alumni, students, and fans. Moreover, the direct link to athletic department donations through a QR code on the product reflects an innovative approach to fundraising in an era where traditional funding sources may be constrained. This model could serve as a blueprint for other universities looking to engage their communities and generate support for their programs in creative ways, fostering a symbiotic relationship between town and gown.
