Yee-Haw Announces Partnership with Tennessee Athletics
By Tucker Harlin
Yee-Haw Brewing Company is partnering with Tennessee Athletics and making the “Exclusive Craft Beer of the Tennessee Volunteers.” The beer, known as “Vol Lager,” will be available at Neyland Stadium this fall.
Vol Nation, time to raise a glass! 🍻 Yee-Haw Brewing Co. is excited to announce that we are the Exclusive Craft Beer of the Tennessee Volunteers! Introducing Vol Lager, a premium brew that tastes like Home Sweet Home to me. Enjoy this premium lager this August! 🍻🟠⚪️ pic.twitter.com/k6YFJGpfTL
— Yee-Haw Brewing Co. (@YeeHawBrewing) July 23, 2024
Drinking beer has long been a tradition at tailgates around the country, but drinking beer sold in college football stadiums is a fairly recent development.
Alcohol sales were legalized at SEC sporting events in 2019, and a handful of schools still don’t sell it. The first beers in Neyland Stadium were sold at the BYU game that season.
It’s been a lucrative business for the university as it’s brought in millions of dollars worth of revenue at Neyland Stadium alone.
The trend has steadily spread across the country. Clemson announced it would begin alcohol sales in Memorial Stadium starting in 2024, and Wisconsin announced it would be selling a variety of alcoholic beverages throughout the stadium this season.
Wisconsin will begin selling alcoholic beverages in general seating areas at Camp Randall Stadium this fall, offering beer, wine & pre-packaged alcoholic products such as hard seltzers. Now Badgers will really Jump Around
— Brett McMurphy (@Brett_McMurphy) July 22, 2024
Tennessee is not the first school to announce a partnership with a brewing company to create an official beer.
In July of 2023, West Virginia NIL collective Country Roads Trust and Big Timber Brewing Company partnered to create “Country Roads Trust Lager” with a portion of the proceeds benefitting the collective.
It’s officially beer!
— Trust Lager (@trustlager) August 2, 2023
#TrustLager, a light lager brewed for Country Roads Trust by @bigtimberbrew is finally here. 15% of sales go to Country Roads Trust, West Virginia's Name, Image, and Likeness Team.
Winning, on and off the field starts here. One lager at a time. pic.twitter.com/E9LYg5Noge
Yee-Haw has said the beer will officially be available in August, putting it on track to be sold at Tennessee’s opener against Chattanooga.
