White Sox Up Their Beer Game Again With New Revolution Brewing Deal
By Stephen Gossett in News on May 4, 2017 9:45PM
The Chicago White Sox remain surprisingly respectable on the field—and non-surprisingly excellent in terms of home-field beer selection. Their latest boon: the team announced a new marketing agreement with one of the Midwest's great craft brewers, Chicago's own Revolution Brewing.
What exactly does the partnership mean? Well, a good chunk is just branding: Revolution gets its logo displayed in the new-this-year Craft Kave beer emporium at Guaranteed Rate Field (finally getting used to that); and some love on the LED ribbons that round the ballpark's perimeter. But in better, beer-drinking practical terms, it also adds a Revolution kiosk, to the 100-level concourse.
So, yes, it's synergistic marketing—not usually the most exciting news—but it's a good development for our beloved Sox and even better financial news for perhaps the city's finest indie brewer, at a time when such outfits face increasing pressure to consolidate or sell outright (cough, Lagunitas, cough). So we'll drink to whatever stability this helps shore up. To do so at the ballpark with an Anti-Hero, even more so.
"Revolution Brewing is an established, hugely popular craft brewery in Chicago and throughout the country, said Brooks Boyer, White Sox senior vice president of sales and marketing, in a statement. "We are excited to welcome them to the White Sox family of craft beer partners and expand their presence in the ballpark."
"Nothing goes better with some great baseball in Chicago than a cold Revolution beer, brewed right here in the City of Chicago," said Josh Deth, Chairman of the Party for Revolution Brewing (and namesake of delicious brain-breaker Deth's Tar).
Something of the anti-Old Style stadium, the Sox's home digs upped its already solid beer portfolio earlier this year, when it unveiled the aforementioned Craft Kave and in excess of 100 craft-beer labels—not to mention some truly inventive heart-episode snacks.
The team also has marketing deals with Goose Island, Pabst Brewing, Bell's Brewery, Founders Brewing, and Modelo. The White Sox announced the latter as the team's official import prior to the season. So, yes, it's even more safe to say the beer at the baseball games on the South Side are better than up north.