Red alert, or rather, crimson alert! Hoosier Gameday Lager, is coming to store shelves and Upland locations. This is a limited release, and based on the feedback we’ve been getting so far, we think it will be a popular one. Plan to buy early and as always, enjoy responsibly.

Hoosier Gameday Lager will be available for purchase at all Upland locations at noon on Sunday, August 13. We’ll have it on tap, or you can purchase a six-pack or growler to take home. In the following days, it will be available wherever Upland beer is sold, including in bars, grocery stores and liquor stores.

From the brewers clad in candy stripes jamming out the fight song, to the IU alum graphic designer who created the can design, everything about this beer screams IU. Many of our Upland team members (including our President, our marketing manager, brewers, hospitality staff, the list could go on and on) are Indiana University alums. Our earliest customers, and some of our most passionate to this day are of-age IU students and staff. When we decided to craft a beer with IU fans in mind, we knew it was only right to enlist the help of Hoosiers. After getting feedback from more than 10,000 surveys, we created Hoosier Gameday Lager. And now, after ample anticipation, it is ready for you.

Hoosier Gameday Lager is a 4.7% ABV crisp and refreshing lager that pairs well with an IU win in literally any sport. IU football fans watching at Indiana University Memorial Stadium who are 21 and older will be able to purchase it for the upcoming football season.

Because this beer was made with the help of IU fans, for IU fans, it also made sense that it went to support IU students. That’s why a portion of Hoosier Gameday Lager sales will go toward IU student scholarships. How’s that for encouragement to go give it a try?

We hope you pull up a chair and taste it fresh off the tap on August 13 at one of our locations, or hit up your usual grocery or liquor store spot in the coming days. Wear your candy stripes or your IU hoodie for the glory of old IU, or not. Hoosier Gameday Lager can be enjoyed by one and all!

Go Hoosiers!