How University Partnerships Can Boost Business

Finding a new way to connect with a specific audience can help increase brand awareness, connecting with new consumers while solidifying with current fans.

Being a New Orleans-based brewery, NOLA has found a way to hit all those marks with a partnership with local college, Tulane University in the release of a new beer called Green Wave Beer.

“We created the beer with Tulane Athletics in mind,” said NOLA CEO and owner Kirk Coco. “It’s an easy-to-drink tailgate beer for any sports season — or just watching Tulane sports at home.”

The brewery had been working on a Kristallweizen for a few years and Coco and the brew team felt that this style was unique enough to excite customers while being light enough to drink all year long.

Using the athletic department’s mascot logo, Green Wave is set to be available for Tulane’s football home opener on September 2 against Grambling State.

Thanks to the close proximity to the school, NOLA has been working with Tulane for years.

“Professors have reached out to us to help with marketing and business class projects and I have lectured for more than a few MBA classes as well,” Coco said. “The partnership was one of those classic New Orleans relationships-turned-to-business partners.”

NOLA is also an official sponsor through IMG, the exclusive multi-media rights holder for Tulane Athletics.

“Partnering with Tulane is an opportunity to give alumni and fans the opportunity to support their school while consuming great local craft beer,” Coco explained. “While we may be introducing ourselves to new groups, I believe it is more of a strengthening agent for Tulane and craft beer fans alike.”

Coco said he believes the beer will be a success.

“While it may not be our top-seller, we want to be sure it will be available all-year round in cans and in draft so local bars, restaurants, and retail outlets will have it for Tulane fans,” he said.

This isn’t the first brewery/university partnership. New Belgium recently announced a beer for Colorado State, while within Louisiana, Gnarly Barley Brewery announced this week that it would produce a Wheat Ale for Southeastern Louisiana University, which comes on the heels of beer made by Tin Roof for LSU and Bayou Teche’s creation for Louisiana-Lafayette.

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