Yee-Haw Brewing Co. named ‘Exclusive Craft Beer of the Tennessee Vols’

KNOXVILLE, Tenn. (WJHL) – Yee-Haw Brewing Company announced Tuesday that it has become an official and exclusive partner of the Tennessee Volunteers.

A news release from Yee-Haw Brewing states the multi-year partnership between the University of Tennessee, Learfield’s “Vol Network,” and Yee-Haw gives the brewing company the designation of the “Exclusive Craft Beer of the Tennessee Volunteers.”

Yee-Haw Brewing, which is headquartered in Knoxville and has its flagship location in Johnson City, will release a new beer to celebrate the partnership. The Vol Lager will be the first officially licensed, co-branded craft beer with the university.

“A good ol’ premium lager, born in the Tennessee hills, Vol Lager will taste like Home Sweet Home to Volunteer fans and rival SEC fans who come to Knoxville in the years ahead,” Yee-Haw leadership stated in the release. “Full of flavor, yet drinkable, Vol Lager will be available in both 12 oz and 19.2 oz packaged cans as well as draft, available in Yee-Haw taprooms and wherever Yee-Haw is enjoyed, starting in mid-August.”

The partnership extends beyond beer, as the brewery and university will work together to create fan experiences inside Neyland Stadium and Lindsey Nelson Stadium. All Yee-Haw taprooms will also become official watch party locations for Tennessee athletics. Co-branded merchandise is also expected to hit the shelves for fans of the Vols and craft beer.

“Tennessee just finished their best year in athletics ever, and we couldn’t be prouder to join the team,” Joe Baker, founder of Yee-Haw Brewing Company, said in the release. “Jessi and I have been cheering for the Vols since we could walk, and now being their partner is a dream come true.”

“This is an incredibly exciting time in our Athletics history, and as we continue to promote the power of the Tennessee brand, our partnership with Yee-Haw is a natural fit,” said Steve Early, Vice President and General Manager of the Vol Network. “To have the opportunity to partner with such a popular, hometown craft beer favorite like Yee-Haw is something we believe adds considerable value to the Vol fan experience.”

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