A partnership between the renowned Celtic band Gaelic Storm and the Stevens Point Brewery has been years in the making and is now a reality. The brewery’s Ciderboys Hard Cider brand has been a longtime sponsor of the Milwaukee Irish Festival, where the band has performed since 2016. Building on this connection, the brewery saw an opportunity to develop an Irish-style beer that aligned with Gaelic Storm’s vibrant presence called Whole Hog Gaelic Storm Imperial Irish Red Ale.
“We wanted to brew an Imperial Irish Red under our Whole Hog family, and it just made sense to pair a big Irish beer with a big Irish band like Gaelic Storm,” said Julie Birrenkott, marketing director for Stevens Point.
The Whole Hog Beer line is Steven Points’ outlet for pushing the boundaries of craft beer, and this collaboration added a distinctive cultural and musical element to the brand portfolio.
“All Whole Hog beers are about going ‘Whole Hog’ — being innovative, outstanding, and next-level,” Birrenkott said. “Gaelic Storm Imperial Irish Red embodies that ethos. It’s great beer, but this one just happens to have a better soundtrack.”
As part of the beer’s marketing strategy, Stevens Point is tapping into Gaelic Storm’s passionate fan base, known as “Storm Chasers.” The brewery encourages fans to request the beer at their local retailers to help expand distribution.
“We see an opportunity for fans of the band to become fans of Whole Hog as well,” Birrenkott said. “Their support can help grow awareness and bring this unique brew to more locations.”
The brand is now available in six-pack bottles and on draft in select markets, with initial distribution focusing on Central and Northern Wisconsin, the Fox Valley region, parts of Illinois, and Alabama’s Bessemer area. The brewery plans to expand availability based on demand.
Gaelic Storm is crafted to appeal to both beer aficionados and the band’s loyal following. Bold and malty with a deep ruby color, and a higher ABV, the beer pays homage to classic Irish reds while offering a contemporary craft beer experience.
“We believe Gaelic Storm fans will appreciate how this beer captures the band’s spirit,” Birrenkott said. “It’s a great-tasting Imperial Irish Red that brings back memories of the big Irish reds that beer enthusiasts fell in love with years ago.”
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The band played an active role in shaping the beer’s development, Birrenkott tells Brewer.
The collaboration began in spring 2023, with multiple pilot brews and sample tastings before finalizing the recipe. The band also contributed to the branding, providing a performance photo for the beer’s label.
“This project has been in the works for quite some time, and Gaelic Storm was enthusiastic about the process,” Birrenkott said. “We wanted to make sure the beer met their expectations and resonated with their fans.”
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