Hoosier Gameday LagerBLOOMINGTON (August 10, 2023) Upland Brewing Company, a craft brewer with brewery, brewpub and tap house locations throughout Indiana, announces the first-ever Indiana University Athletics branded beer, Hoosier Gameday Lager, will be available for consumer purchase at all Upland locations at noon on Sunday, August 13. The beer will be available to purchase anywhere Upland Brewing Company beer is sold, including in bars, grocery stores, liquor stores and more on August 14. Hoosier Gameday Lager will also be available for purchase by those 21 and older attending football games at Indiana University Memorial Stadium. 

Hoosier Gameday Lager offers a refreshing 4.7 alcohol by volume (ABV) lager in a can adorned with the cream and crimson candy stripes that have become ubiquitous with the IU name. A portion of Hoosier Gameday Lager sales will go toward IU student scholarships.

“The support and excitement surrounding this particular beer has been extraordinary,” said Eddie DeSalle, President of Upland Brewing Company. “To have a beer specifically for IU fans and made by IU fans is unique to the market and really energizing for those who support the cream and crimson. Since we’re based in Bloomington, creating this beer was such a natural fit, and it’s been a lot of fun.”

To create Hoosier Gameday Lager, Upland Brewing Company wanted to deploy an atypical approach to creating a craft beer, so they conducted a formal market research project that asked for direct fan feedback. After more than 10,000 surveys were received, Upland Brewing Company unveiled the beer design and taste information in March. 

This is Upland Brewing Company’s first brew that falls into the gameday beer category.

To learn more about Upland Brewing Company, visit https://uplandbeer.com/.



Founded in 1998, Upland Brewing Company produces and sells quality craft beer made in Indiana. With three breweries, two brewpubs and four tap house locations throughout Indiana, Upland Brewing Company is the third largest brewer in Indiana, and the producer of the top-selling India pale ale in the state, Dragonfly. Headquartered in Bloomington, Upland Brewing Company utilizes quality ingredients to craft quality, unique brews. To learn more, visit https://uplandbeer.com/ or follow them on Facebook, Twitter, Instagram or LinkedIn.


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