• Loading stock data...
Saturday, May 18, 2024

Crawford Bock Brings Beer and Baseball Together for Astros

astros-crawford-bock

Courtesy: Karbach Brewing Co.

The Houston Astros won the 2017 World Series by staying on the forefront of growing baseball trends. In 2019, they’re doing the same at the concessions stand.

Crawford Bock beer debuted in January at Astros FanFest in collaboration with Houston’s Karbach Brewing Co., and recently made its way onto Texas shelves and bars. The beer will also be widely available throughout Minute Maid Park this season.

The partnership makes Houston the latest of several Major League Baseball teams partnering with local breweries to come up with a special beer to hit the right notes with fans. It’s also the third MLB partner brew for breweries in the AB-InBev — makers of Anheuser-Busch products — craft brands portfolio, joining Blue Point Brewing and the New Yankees, and Devils Backbone Brewing with the Washington Nationals.

READ MORE: Redskins Celebrate Fight Song Anniversary With Beer, Hope to Drive Fan Engagement

“For us, it came down to always wanting to be relevant in our messaging and give an experience that’s unique to Minute Maid Park,” said Creighton Kahoalii, Astros senior director of corporate partnerships. “This partnership gave us an opportunity to give us two things that people love, baseball and drinking beer at a baseball game. Not too complicated beyond that.”

The beer’s name comes from the stadium’s “Crawford Boxes” seats. The beer itself, meanwhile, is a bock, a popular beer style in Texas with brands like Shiner and ZiegenBock. The can’s design, which features a rainbow branding that celebrates the team’s 57 years in Houston, was an added bonus.

“All of us at Karbach are die-hard Astros fans and we’re proud to pay tribute to the heritage of the team with this new beer,” Karbach Brand Manager David Graham said. “Working with the Astros organization and the Astros Foundation to release Crawford Bock has been a great partnership and we cannot wait for fellow fans of beer drinking age to try it out.”

[mc4wp_form id=”8260″]

According to Kahoalii, in-depth conversations about the beer’s details — such as the name and liquid inside the can — stretched as long as five or six months. The general concept, however, was a no-brainer from the start.

“Baseball and beer go together,” Kahoalii said. “People love their sports teams and the ability to identify their beer locally that’s from their hometown and supports the hometown team, that helps to become a part of the ballpark experience.

“That’s the goal of every brand involved in sports is to meaningfully contribute to what fans are experiencing and it’s a good way to do it.”

Another, wider aspect of that approach has been baseball teams implementing broader efforts to better connect fans within the stadium to local brands. For the Astros, Crawford Bock plays a major role in that initiative but Minute Maid Park will offer select menu items from Texas-based chicken chain Pluckers Wing Bar, as well as maintain an existing partnership with Torchy’s Tacos.

READ MORE: Own a Piece of NASCAR History With Busch Beer’s Car 2 Can Collection

And, in Crawford Bock’s case, those efforts will further feedback into the community. An undisclosed portion of sales will go to the Houston Astros Foundation, which includes focuses such as youth baseball and softball initiatives, military family support, childhood cancer programs and homelessness awareness.

“Supporting the Astros Foundation is a big part of this,” Kahoalii said. “Behind the brand, we asked how to make it a meaningful addition to the community efforts.”

The future of the Astros’ partnership with Karbach is unknown, but Kahoalii is excited about its potential.

“We are optimistic to be able to continue this in the future,” he said. “We wanted to have realistic expectations and see how it does in Year One and be smarter in Year Two.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

February 5, 2019; Washington, DC, USA; The grounds of the Capitol Building empty out following the conclusion of President Donald Trump's State of the Union speech on February 5, 2019.

‘A Breathtaking Lobbying Campaign’: The NCAA’s Sophisticated Effort to Save Amateurism

Inside the carefully coordinated, multimillion-dollar operation to end the athletes’ rights era.

Mets Owner Faces Backlash After Tweet Sparks Trade Speculation

Mets owner Steve Cohen is walking back a now deleted tweet that further riled an impatient fan base.

MLB Slams Bally Sports Parent, Calls Blackout of Several Teams ‘Harmful’

The league blasts the bankrupt Bally Sports parent in a new court filing.

The WNBA Was Forged in Houston. Why Won’t It Go Back There?

Houston’s a perfect fit for expansion. The league isn’t considering it yet.
podcast thumbnail mobile
Front Office Sports Today

MLB, NBA, NHL Broadcasting Future Goes to Court

0:00

Featured Today

May 9, 2024; Indianapolis, IN, USA; Indiana Fever guard Caitlin Clark (22) stands with the team during the national anthem on Thursday, May 9, 2024, during the preseason game against the Atlanta Dream at Gainbridge Fieldhouse in Indianapolis.

‘Perfect Storm’: The Rise of Local WNBA Broadcast Pacts

With national attention reaching new heights, regional coverage could dictate the future.
Mar 29, 2023; New York, New York, USA; American actors and comedians Chris Rock (left) and Ben Stiller sit court side during the third quarter between the New York Knicks and the Miami Heat at Madison Square Garden.
May 11, 2024

The Haves and Have-Nots: How the Knicks’ Celebrity Row Works

Unwritten rules, an expectation of quid pro quo, and nothing is free.
May 6, 2023; Miami Gardens, Florida, USA; Red Bull driver Max Verstappen (1) of the Netherlands walks through the garage area following qualifying for the Miami Grand Prix at Miami International Autodrome.
May 5, 2024

Max Verstappen Is Unstoppable. Is That Hurting F1 With New American Fans?

Formula One could be facing an inevitable plateau in the United States.
Apr 17, 2024; Tempe, Arizona, USA; Arizona Coyotes left wing Lawson Crouse (67) celebrates after scoring a goal during the third period against the Edmonton Oilers at Mullett Arena.
May 4, 2024

Everything to Know About the Coyotes’ Second Chance at NHL Life

The clock is ticking in order to restart a Phoenix expansion team.

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Live Nation
Multiple - USA Careers
Adidas
Multiple - USA Careers
FanDuel
Multiple - USA Careers
FC Barcelona vs. Real Madrid in Texas.

FC Barcelona, Real Madrid Set AT&T Stadium Soccer Attendance Record

Sixth Street organized the match as part its U.S. Soccer Champions Tour.
Las-Vegas-Grand-Prix
November 14, 2022

Vegas Resorts Going All Out for Formula 1 Grand Prix

MGM Resorts will build a grandstand for the Las Vegas Grand Prix.
A young fan holds a sign for Julio Rodriguez during the 2023 MLB Home Run Derby.
July 12, 2023

MLB Median Ticket Buyer Down to 43 Years Old

Games are shorter and higher scoring thanks to new rules.
Sponsored

Major League Rugby’s Vision for American Rugby

How Major League Rugby is leading the Rugby renaissance in the U.S.
Sponsored

How QuintEvents is Changing the Game of Premium Fan Experiences

Over the last decade, we’ve seen a noticeable shift in the psyche…
MLB
October 7, 2022

MLB Attendance Pops Up, But Falls Below 2019 Levels

MLB attendance rose from 2021, but still lagged behind 2019 levels.
September 16, 2022

Baron Davis, Michele Roberts Help Launch Fan Controlled Hoops

The league will begin its inaugural season on Feb. 7, 2023 in Atlanta.
Sponsored

Webinar: How to Improve the Fan Experience at the Stadium and Online

Learn how pro sports teams are improving the fan experience.