'Ears Up': South Dakota State, Fernson Brewing Company collaborate for beer
Fernson Brewing Company and South Dakota State University have collaborated to create a premium beer, "Ears Up."
Next Tuesday, the beer will hit the shelves in the Brookings market. Then, on Oct. 29, when South Dakota State hosts Indiana State for Hobo Day, the beer will be available inside the stadium. That's thanks to a new change in the policy of the state's Board of Regents, which allows state schools to sell beer to the general public, according to earlier reporting by the Argus Leader.
“As a 2008 graduate of South Dakota State, it’s a bit surreal and deeply humbling to be able to create something for my alma mater,” Fernson co-founder Derek Fernholz said in a press release. “We are so proud of the beer we have crafted, together with SDSU, to be enjoyed by Jackrabbits everywhere. This has been one of our largest undertakings to date, and working with the amazing people at South Dakota State University has truly been (an) honor and a great collaborative effort. We cannot wait to see how this project grows and evolves for years to come.”
More: What to know about beer sales at South Dakota State University football games
The beer is billed as an "easy-drinking and smooth premium beer with 5% alcohol by volume."
“We are thrilled to partner with SDSU to develop this unique product that will resonate with the thousands of Jackrabbits throughout the state,” Fernson co-founder Blake Thompson also said in a release. “We have seen a tremendous response from our distributors wanting the beer and will be working the next few weeks to get as much product delivered throughout the state as possible.”
More:South Dakota State reports 'smooth' debut of beer sales at football game, but with longer lines
Where will the Ears Up beer be sold in South Dakota?
After beers hit the shelves in Brookings, Ears Up will become available in Sioux Falls and distributors who serve across the state including Rapid City, Mitchell, Watertown, Huron, Aberdeen, Pierre and more.
"We are very fortunate to have a partner like Fernson and the opportunity to utilize its expertise, not only to create a tremendous product but also to help market it and expand its reach to all corners of the state. We are excited for this opportunity and potentially others in the future," said Derek Peterson, SDSU’s assistant vice president for business services.
It's not the first time that Fernson has partnered with a state school. Earlier this season, Fernson collaborated with SD Tourism for a beer as well, called Brewster.
This article originally appeared on Sioux Falls Argus Leader: Fernson, SDSU partner for beer to be sold at Jackrabbit games
