Tennessee football fans have plenty to celebrate this upcoming season, as the team looks to rebound from the 2023 campaign and get back to College Football Playoff contention. Volunteer football fans will have a little extra incentive to come to games at Neyland Stadium, as the school has teamed up with beer brand Yee-Haw to bring the brand-new Vol Lager to the venue. Neyland will be the only place to sell the new beverage, as it is the only beer licensed to carry the Tennessee ‘Power T' logo.
The new offering has been fast-tracked for distribution at University of Tennessee events, according to a report from footballscoop.com. The stadium will have multiple choices for fans to purchase the beer, and Yee-Haw's marketing director Kimberly Wunderlich discussed Vol Lager in depth with FootballScoop.
“The biggest days we see at our Yee-Haw locations are always centered around Tennessee athletics, be it basketball, our baseball national championship or football games,” said Wunderlich. “We're founded by UT alums, and we have many alums in organization and everybody kind of shares that love for UT.”
Tennessee football looks to celebrate fans with Vol Lager release
The traditions at Neyland Stadium are a rite of passage for any Tennessee Volunteers football fan. It sounds like Vol Lager will just be one of those traditions that Vols fans will grow to enjoy, as the “beer flavored beer” is almost assuredly to be a hit. The canned version of the new brew will feature the checkerboard design that adorns the end zones at Neyland. That is surely a design choice that will go over well in Knoxville.
The team up between UT and Yee-Haw is in large part due to the owners of the beer company, Jessi and Joe Baker, both of whom are University of Tennessee alumni. Portions of the proceeds that Vol Lager garners will go directly back to the university. The beer will also be featured quite frequently throughout the home of the Tennessee football team, especially when they open the season later this month against Chattanooga.
“As we started working with the University of Tennessee Institute for Agriculture and helped open a Hop Yard, we wanted to try to help support them in any way we could. And it happened organically that if there was ever going to be a beer that was a UT beer, we knew we wanted to be it because we all share that love and passion for Tennessee,” Wunderlich stated. “We felt we could bring that passion more than anybody else here on earth; we're proud beer makers.”
New types of beer go over well with many football fans, including the crowds rooting on the Volunteers football team. Don't be surprised if Vol Lager sells out quite frequently among the Tennessee faithful. After all, nothing goes together more than a cold one and Saturday afternoon football at Neyland Stadium.
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