• Loading stock data...
Thursday, September 11, 2025
Tuned In is Almost Sold Out! Limited Tickets Remain!

UC Davis Athletics to Reap Benefits of Co-Branded Beer

Beer-UC Davis

What started out as an initiative to get beer into Aggie Stadium turned into Gunrock Lager, a branded beer that UC Davis will start out selling locally with the hopes of expanding nationally.

With 5,000 breweries in the United States and an industry that is expected to swell to over $23.5 billion, craft beer has become a big business, and one that universities like UC Davis are now capitalizing on.

The collegiate-branded craft beer idea is not a novel idea, but is one that has caught on in recent years as more schools have loosened their restrictions on beer sales inside stadiums and arenas.

[mc4wp_form id=”8260″]

University of Louisiana at Lafayette was one of the first movers into the space, when in 2015 the school launched Ragin’ Cajuns Genuine Louisiana Ale. The university now has two branded beers with Ragin’ Cajuns Lager, a beer that was launched in 2016 after Bayou Teche Brewing had seen success with the Ale.

Not only have the beers been a hit with fans, the extra revenue from the licensed beer has helped the athletic program at ULL make improvements to the Cajundome.

UC Davis is hoping for the same kind of response.

“When I arrived here in 2016, one of the first goals was working to get beer sold in the Stadium,” said Rocko DeLuca, deputy director of athletics for UC Davis. “As we were going through the process with Sudwerk, we were aggressive in finding a way to not only have a good beer, but a beer that would create brand awareness and other positive effects for the university.”

SEE MOREUniversities See Success in Bringing Their Brand To Tailgates

Enter Gunrock American Lager, a collaboration between UC Davis and Sudwerk Brewing Co., the latter being an official partner of the renowned UC Davis Brewing Program.

Created by UC Davis alumnus Doug Muhleman, retired Anheuser-Busch vice president of brewing operations and technology, the lager is meant to be the perfect complement to sporting events.

Further tying both the academic and athletic portion together, Jack DeWit, a UC Davis alumnus and former football player is donating all of the rice used to make the beer.

A far cry from not being able to even tailgate at games, DeLuca and his staff first brought beer to Aggie Stadium to changes things up.

“We wanted to show that we could do things differently and engage fans in a way and in a place where not too long ago didn’t even allow tailgating. So, to get beer sold in the stadium was a pretty big deal.”

[mc4wp_form id=”8260″]

Beyond receiving a positive response from fans, the program was able to engage more of their local sponsors.

“It was a good opportunity for us to garner more support from sponsors,” said DeLuca. “We have seen some great feedback from local business, with many of them even vending at our game.”

From no beer to beer served at Aggie Stadium, to the co-branded Gunrock American Lager named after the university’s mascot, UC Davis will be raising a cold one all year long.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

ESPN’s ‘MNF’ Ratings Up 8% As NFL Surges to Strong Start

ESPN posts its second-best Week 1 “Monday Night Football” audience.
Jon Gruden

NFL Asks Nevada Supreme Court to Rehear Jon Gruden Case

The arbitration fight between Gruden and the league continues.

Amazon’s $1B NFL Package Now Has Wider Flex Game Options

“TNF” ratings rose 13% to 13.2 million viewers per game last season.
NFL Congress
exclusive

College Sports ‘House of Cards’: Republicans, Lobbyists Work to Secure Votes to..

Several House Republicans criticized the SCORE Act on social media.

Featured Today

Sep 7, 2025; Orchard Park, New York, USA; Buffalo Bills fans react during the fourth quarter against the Baltimore Ravens at Highmark Stadium.

As Bills Ascend, Their Next Frontier Lies in Canada

Buffalo and the powerful Canadian entity MLSE come together in a new pact.
opinion
September 9, 2025

The Good, The Bad, and The Ugly from NFL’s Week 1 Broadcasts

Many viewers decried the addition of ads to “NFL RedZone.”
Aug 23, 2025; Tampa, Florida, USA; Buffalo Bills quarterback Josh Allen (17) leads the team onto the field for warm ups before a game against the Tampa Bay Buccaneers at Raymond James Stadium.
September 7, 2025

Slow Burn: The NFL’s Private-Equity Era So Far

Three deals have been struck to date. But the league is bullish.
Tennis
September 5, 2025

The US Open Is Groaning Under the Weight of Its Own Success

New York’s tennis major is more popular than ever.

UFC’s Vegas Sphere Fight Should Set Records

The MMA fight has big aspirations and a budget to match.
August 13, 2024

Duael’s One-On-One Racing Brackets Are Yet Another Stab at Saving Track

Duael will debut in March 2025 with the inaugural Duael 100.
September 8, 2024

Guardian Caps Make NFL Debut

Multiple NFL players wore Guardian Caps over their helmets Sunday.
Sponsored

How World Series Champ Dexter Fowler Became a Premier League Team Owner

Dexter Fowler discusses navigating retirement and embracing new roles as an owner & investor.
August 11, 2024

Guardian Caps Have Arrived in the NFL—Ahead of Schedule

Colts star Jonathan Taylor strapped one on for Sunday’s preseason game.
August 5, 2024

How Omega Timing Determined Noah Lyles Won Olympic Gold

Omega touches every corner of the Olympics.
The Adidas ball has changed over the years.
July 25, 2023

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.
Sponsored

Rewriting the Sports Media Playbook

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