Saturday September 30, 2023

Hartford Yard Goats Innovate With Beer, Bats, and Bold Moves

Front Office Sports Today

Donovan McNabb and the State of Football

From Taylor Swift to the Prime Effect, there's a lot going on in the world of football.
Listen Now
September 29, 2023 | Podcast
Copy Link
Link Copied
Link Copied
beer - baseball - hartford

Ask any baseball fan, and they’ll admit that purchasing novelty items is part of the full stadium experience.

For example, professional franchises have been offering mini-helmet ice cream sundaes at their concession stands for decades, and there’s always been souvenir cups, which usually feature an exciting player or some other element of the team. Both are designed to entice fans to shell out money for a snack or drink simply for the uniqueness and exclusivity of the packaging.

The Hartford Yard Goats, the Eastern League Double-A affiliate of the Colorado Rockies, took this strategy to a whole new level by becoming the first team to sell beer in a baseball bat.

The Yard Goats unveiled the new option this season, which underscores the importance of building out the entire ballpark experience.

“The beer bats actually came about pretty interestingly,” Yard Goats President Tim Restall said. “During the offseason, a local business here in Hartford reached out wanting to meet. They design food vehicles, which are basically those creative food containers you see at places like hotels out in Vegas.”

Think, drinking a margarita out of a gigantic plastic high-heel or some other outrageously shaped novelty cup. Meanwhile, that call got Restall debating about how valuable adding something like this to the Yard Goats’ gameday repertoire could be.

“We got on a brainstorming call, and talked about what the Yard Goats brand was and ballpark atmosphere was like,” Restall explained. “Speaking together, we realized they could be a valuable partner designing some sort of ‘beer vehicle’ for us to sell here at Dunkin’ Donuts Park.”  

Paramount to any sort of initiative like this would be capturing the essence of the Yard Goat brand, as well as offering something that tapped into the experience of what it’s like to be a baseball fan authentically. Restall and the Yard Goats exchanged ideas with the company — which included a gigantic horn, a trash can, and a few other suggestions based on a play on the Goats’ brand — but none felt true to what it means to be a baseball fan.

After a bit of back and forth, it dawned on Restall: “What if we went with something more connected to baseball, and used that to showcase the Yard Goats’ identity?” That’s how the idea of a gigantic baseball bat came about — and after extensive research and development, the 25oz hollow baseball bat beer containers featuring a Yard Goats logo were born.

Beyond boosting concession sales, the more important element of something like this is what it adds to the overall ballpark experience. It’s not just an item for sale — it’s a souvenir that fans can get only at Dunkin’ Donuts Park.   

“In that regard, it’s almost like a carnival or fair,” Restall mentioned. “This helps us create that sort of fun, event-like celebratory atmosphere,” he continued. Like the cotton candy or stuffed animals only available at a carnival, the beer bats bring that sense of excitement and exclusivity to the game.

[mc4wp_form id=”8260″]

The beer bats have been remarkably effective, as Restall marveled at the enthusiastic reception they’ve received from all kinds of fans at games. The team president recalled walking around the park during one particular game and seeing families thoroughly enjoying the bats, as well as millennial-aged fans eagerly scooping up the hot item and posting pictures all over social media before they even took a sip.

We will cheers to that!

Copy Link
Link Copied
Link Copied

What to Read

Ryder Cup’s Future Hanging In The Balance Amid Saudi Disruption

An unexpected change could be coming to the Ryder Cup.
Los Angeles Angels designated hitter Shohei Ohtani hits against the Tampa Bay Rays during the sixth inning at Angel Stadium.

Shohei Ohtani Tops MLB Jersey Sales List For First Time

He's the first Japanese player to headline the list in MLB history

Colorado Has Become the Hollywood of College Football. This Weekend Proves It.

Folsom Field will welcome dozens of Hollywood stars on Saturday.
Toy Story

‘Toy Story’ Success Could Lead to More Disney-Branded NFL Kid-Casts

A successful ‘Toy Story’ game could open the door for other franchises.
podcast thumbnail mobile
Front Office Sports Today

Donovan McNabb and the State of Football


Featured Today

Kansas City Chiefs tight end Travis Kelce on field after the game at GEHA Field at Arrowhead Stadium.

Taylor Swift Shaking Up Travis Kelce, Chiefs Prop Betting Market

Sportsbooks are capitalizing with Taylor Swift-themed prop bets.
Taylor Swift reacts while sitting next to Donna Kelce watching the Kansas City Chiefs vs Chicago Bears game during the first half at GEHA Field at Arrowhead Stadium.
September 28, 2023

Taylor Swift Is Affecting The NFL, Chiefs Ticket Markets

Swift will visit her second NFL stadium in as many weeks.
September 28, 2023

BioSteel Bankruptcy Shows Perils of Costly Sports Partnerships

BioSteel spent heavily on partnerships deals before bankruptcy.
Taylor Swift at Chiefs vs. Bears game.
September 27, 2023

Taylor Swift NFL Hype Likely To Continue Another Week

Swift could drive blockbuster TV ratings for NBC's "Sunday Night Football."


Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Chicago Cubs
New York
Tri Star Sports and Entertainment Group, Inc.
USA - Multiple Locations
The Adidas ball has changed over the years.

The Most Advanced Tech at the Women's World Cup Might Surprise You

This year's OCEAUNZ introduces connected ball technology to the women's game.

Rewriting the Sports Media Playbook

WSC's highlight automation improved Clemson's content strategy and overall growth.

Creating Fan-Centric Content With AI

WSC’s highlight automation improved the speed of ESPN’s content creation.

Re-Imagining Storytelling With AI

Amy Anderson, Head of Content Strategy at NASCAR Studios, discusses the role of AI technology in developing and growing new content.
Arial view of Audi testing track
December 4, 2022

Audi Gears Up for F1 with Major New Facility

Audi is building a 10,000 square-foot building to support its F1 efforts.
Woman wears Meta Quest headset while working out to have virtual reality exercise session
November 22, 2022

Meta's Plans for VR Fitness Could Hit Snag

A government agency is looking to block an acquisition by Meta.
Nike phone advertisement
November 15, 2022

Nike Jumps Further into Metaverse With Virtual Sneaker Platform

The world’s largest sportswear company is taking its talents to the metaverse.

Sports Content Kings: NASCAR’s Amy Anderson on Re-Imagining Storytelling With AI

Read an interview with NASCAR Studios Head of Content Strategy, Amy Anderson, to learn how her team is re-imagining storytelling.