Out today is the latest collaboration beer between brewery and sports team. This one is the work of Brooklyn’s beloved Threes Brewing and St. John’s, the university in Queens. It’s a New York City affair if there ever was one.
Called Game Theory, the beer is inspired by German beer tradition and is clean and crisp. It’s available at Madison Square Garden where the St. John’s Red Storm play, along with select retailers and taprooms in NYC. The beer was at least partly inspired by the fact that the brewery’s head of sales is a St. John’s alum.
The beer comes right as the college basketball season tips-off. And St. John’s is right in the mix in terms of contenders, ranked fifth in the nation. Today, the season begins as St John’s plays host to the Quinnipiac Bobcats.
These types of collaborations have become quite popular. Lately, we’ve seen sports teams ranging from baseball to soccer partner up with local breweries. It’s a win-win for the two parties, as its boosts the local economy and offers shared marketing muscle.
Who will end up playing in March Madness next spring? Time will tell but it seems like St. John’s has a great chance at making a deep run. Other favorites include Houston and Purdue.
Threes Brewing is an outstanding producer and significant player in the craft beer movement. The brand launched in 2014 and has grown to become one of the best-known names in the New York beer scene. Threes is behind a number of beer styles, from hop-forward IPAs to Italian pilsners.
