McLean County Times

Illinois State University is collaborating with DESTIHL Brewery to introduce two new officially licensed beers, Redbird Ale and Battle Bird Lager. These beers will be launched at ISU's volleyball game on September 27 against Murray State and at the Homecoming football game against North Dakota State on September 28, 2024.

"We recognize that growing the Illinois State Athletics brand is one of our top priorities and look at this partnership with DESTIHL as continued progress toward that goal," stated Illinois State Deputy Director of Athletics Paul Kabbes. "This partnership provides our fan base the opportunity to support our student-athletes in a unique way by supporting a great local business. Be on the lookout for Battle Bird Lager and Redbird Ale at a retail location near you soon."

The collaboration involves DESTIHL working closely with ISU's trademark licensing and athletic departments, its licensing agency CLC, and its athletics multimedia rights holder LEARFIELD. DESTIHL will also sponsor Redbird Athletics through an enhanced activation with LEARFIELD's Redbird Sports Properties.

"We're excited to partner with DESTIHL to create two unique, locally brewed beers that bring together our fans, alumni and community in a fun and meaningful way," said Matt Moran, General Manager of Redbird Sports Properties.

Royalties from sales of these beers will support various university initiatives. The partnership also aims to provide educational opportunities for students in business, marketing, entrepreneurship, art/graphic design, among other fields.

"Our team at DESTIHL is thrilled to partner on two new officially licensed beers with Illinois State University," said Matt Potts, Founder and Chief Executive Officer of DESTIHL. "We look forward to making these beers available to Redbird fans and alumni and cannot wait to be part of the gameday experience at Illinois State athletic events."

The beers will be sold at Hancock Stadium and CEFCU Arena during Redbird Athletics events served by Sodexo Live!, as well as at DESTIHL Brewery's Beer Hall and Restaurant. They will also be available through local retailers, bars, and restaurants.

"It's an honor to work with an award-winning brewery and valued local business like DESTIHL on this exciting new offering for our alumni and fans," said Dani Schroeder, ISU Assistant Director for Trademark Licensing and Project Communications.

Redbird Ale is described as an American red ale with medium caramel malt sweetness balanced by hop bitterness. It has been brewed since just before DESTIHL opened its first brewpub in Normal in 2007. Battle Bird Lager is a Munich Helles-Style Lager characterized by delicate malt sweetness, low bitterness, noble-hop flavor imparting a floral aroma, resulting in a smooth finish.

Since its founding in 2007, DESTIHL has received numerous awards for its beers. The brewery recently expanded its equipment capacity significantly to support increased production capabilities enabling partnerships such as this one with ISU Redbirds.