The Green Wave will have a different kind of foam riding on its crest by the time football season rolls around this year.
The brew, which is now in production, is a krystallweizen, a filtered style of the more familiar hefeweizen wheat beer. It should be ready to flow from the taps at Tulane’s Yulman Stadium in time for the football home opener this season on Sept. 2.
The beer will also be packaged in cans bearing the “angry wave” Tulane logo, and NOLA Brewing plans to distribute it to restaurants and stores in the New Orleans area this fall.
“It’s a great beer for alumni if they’re tailgating or want to support the university whenever they’re out,” said Kirk Coco, founder of NOLA Brewing. “It’s an easy drinking beer, good for outdoor stadiums or sipping at sports events in the weather we have here in New Orleans in the fall.”
NOLA Brewing has been a booster of Tulane Athletics for years through sponsorship deals with IMG, the broker for Tulane Athletics.
An official beer is a first for Tulane Athletics, said Nathan Hubbell, general manager of Tulane IMG sports marketing. The deal follows similar moves by other Louisiana universities.
Tin Roof Brewing Co. in Baton Rouge produces its Bayou Bengal Lager, which supports LSU, while the official beer for UL-Lafayette is the Ragin’ Cajuns Genuine Louisiana Ale, from Bayou Teche Brewing in nearby Arnaudville. Both breweries are run by alumni of the respective universities.
Tulane wanted to partner with a local brewery, said Hubbell, and NOLA Brewing was already on tap at Yulman Stadium through the university’s partnership with Crescent Crown Distributing, which is another sponsor of Tulane Athletics. Tulane Athletics receives money from the Green Wave Beer partnership through a licensing deal in line with similar agreements for apparel and merchandise.
“It all goes back to generating revenue to enhance our program and for the success of our program,” Hubbell said.
While Tulane is a private university, beer sponsorship at public Louisiana universities became an issue during this year’s legislative session, when Rep. Cedric Glover, D-Shreveport, proposed a bill that would have banned state schools from licensing official alcoholic beverages.
He argued at the time that such deals send a mixed message to university students, most of whom are too young to legally buy alcohol. His legislation was met with derision by LSU President F. King Alexander, who called it "nonsense." Eventually the bill was defeated in committee.
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