Wilder-based Barleycorn’s Brewhouse and Northern Kentucky University have partnered to launch a new light lager that supports student-athletes.
Sixteen-ounce cans of Norse Up are now available at Truist Arena during NKU home basketball games. Distribution will expand across Northern Kentucky throughout the week. Additionally, 10% of all proceeds will be directed toward name, image and likeness (known as NIL) initiatives to support NKU student-athletes.
The beer will be available in cans at Barleycorn’s Brewhouse, NKY Good Spirits locations, Spear Ridge Café and on tap at Barleycorn’s Brewhouse and Barleycorn’s Cold Spring. Fans can locate additional retailers using the “Find Norse Up” page on the Barleycorn’s Brewhouse website.
The beer’s name and style were selected through a community voting contest earlier this year. The collaboration marks the latest in a long-running partnership between Barleycorn’s and NKU Athletics.
Barleycorn’s CEO and NKU alumnus Jay Shelton said the release continues the company’s history of supporting the university. “Barleycorn’s has supported NKU for decades, from sponsoring programs to running a game-day shuttle from Cold Spring,” Shelton said in a press release. “With Norse Up, every purchase directly backs student-athletes.”
The in-arena debut will feature fan engagement events, a photo opportunity with the Barleycorn’s beer van, and branded giveaways. Barleycorn’s will also continue its “94-ft putt” halftime promotion and other in-game activities this season.
NKU Athletic Director Christina Roybal said the partnership adds to the fan experience at Truist Arena.
“This collaboration with Barleycorn’s is a fun and meaningful way to engage our fans and showcase community support behind Norse Athletics,” Roybal said in the release.