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Hoosier Gameday Lager hit the shelves on Aug. 14

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Upland Brewing Company’s Hoosier Gameday Lager, the official beer of IU athletics, hit the shelves Aug. 14.

Upland Brewing Company partnered with IU in August 2022 according to Upland Brewing Company Marketing director Samantha Marr. This is the first football season and athletics season the Hoosier Gameday Lager is being sold in Memorial Stadium.

When creating the beverage, Upland Brewing Company surveyed over 10,000 IU fans over the age of 21 for input, Marr said. She said that having the traditional cream and crimson candy stripes on the can was very important to fans.

The beer design and taste information were released in March 2023 and the beer is made at Sugar Creek Malt in Lebanon, Ind.

“We just wanted to make a beer that lived and breathed IU,” Marr said.

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Marr said that a portion of all sales of Hoosier Gameday Lager goes to IU student scholarships through IU’s Office of Sponsorships, Licensing and Trademarks.

“I like to encourage people to go into the game and buy the beer. And when they’re doing that, they’re supporting students and sending them to school,” Marr said.

The Hoosier Gameday Lager is a refreshing Vienna lager with a toasty caramel flavor. It has an alcohol by volume of 4.7%.

“The best way I know how to put it is it’s a beer flavored craft beer,” Marr said.

The Hoosier Gameday Lager is also sold at local bars, grocers and restaurants in Bloomington. You can find where to purchase the lager here.

“We even had some Purdue fans say that they think it's delicious,” Marr said.

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