Lowell’s Goat Lab Brewery has been named the official craft beer of the Arkansas Razorbacks and Arkansas Edge, the university’s official NIL (name, image, likeness) collective for student athletes.
The German-inspired brewery in Benton County is celebrating the partnership by releasing a new pilsner named after legendary UA live mascot, Tusk, a Russian boar. Some background: Tusk VI, the Razorbacks’ current live mascot, and his boar forebears were chosen as mascots because they resemble the type of temperamental swine former Arkansas head football coach Hugo Bezdek described in 1909 after his team fought “like a wild band of razorback hogs” to defeat LSU 16-0. The following year the UA student body voted to change the official mascot from the Cardinals to the Razorbacks.
According to the release, TUSK beer was specifically formulated to appeal to Hog fans who like a refreshing, easy-to-drink beer and who want to support local businesses.
It sounds remarkably crisp and clean, two of the main adjectives I look for in a beer. Arkansas Times editor Austin Gelder thinks it sounds too clean for a beer named after a Hog, and she’s killing my TUSK buzz.
𝙄𝙉𝙏𝙍𝙊𝘿𝙐𝘾𝙄𝙉𝙂: 𝙏𝙐𝙎𝙆 🍻
— Arkansas Edge (@ArkansasEdgeNIL) August 8, 2024
Excited to announce our partnership with Goat Lab Brewery & @ArkRazorbacks to bring you the new craft beer, TUSK! 🐗
To learn more on how & when you can try it, visit our linktree in our bio 🔗 pic.twitter.com/xxe3JrKurQ
Goat Lab has committed “a large portion of proceeds” from TUSK beer sales to support NIL opportunities for Arkansas student athletes through the Arkansas Edge collective. Every can, case or glass sold will make an impact on NIL, the release says.
“Furthermore, Goat Lab will supply spent grain from the brewing process as a special treat for Tusk VI on his farm near Dardanelle for lending his name, image and likeness to the project.”
This is probably my favorite press release of all time.
Kyle May, executive director of Arkansas Edge, said the partnership highlights a “truly exciting synergy” between the collective, the Razorbacks, a local business and Hog fans.
“It’s a win-win for everyone, even Tusk VI,” May said.
TUSK is now available on tap and in carryout packs at Goat Lab’s taproom in Lowell. On Friday, Aug. 9, distribution of TUSK beer will begin to local Northwest Arkansas restaurants, retailers and liquor stores.
A statewide rollout is planned over the next few weeks, and TUSK will be available at the Razorbacks’ season opener versus UAPB at War Memorial Stadium in Little Rock Aug. 29.
Bill and Rhonda Adams opened Goat Lab in 2022 at 722 S. Bloomington St. in Lowell. If you’re wondering about the name, the owners own goats and a Labrador retriever.
In addition to the German-inspired lagers, Goat Lab also offers wood fired brick oven pizza and hosts regular events at the brewery. Bill and Rhonda Adams also own the adjacent comedy club, The Grove.
You can read the full release here.