THE FLATS – Georgia Tech athletics and New Realm Brewing Co. announced a multi-year partnership on Friday that makes New Realm Brewing the Official Craft Beer of Georgia Tech Athletics.
“We are thrilled to welcome New Realm as the Official Craft Beer of Georgia Tech Athletics,” Georgia Tech director of athletics Todd Stansbury said. “We share much in common with New Realm, including our Atlanta roots and our commitment to creativity, authenticity and our fans, customers and community. We’re looking forward to activating joint events and products that can be enjoyed at Tech athletic venues and throughout Atlanta.”
“We are excited to see this partnership come to fruition in time for the 2022 football season,” said Carey Falcone, Co-Founder and CEO of New Realm Brewing. “Georgia Tech is minutes from our Atlanta craft brewery & distillery, and scratch restaurant. We have enjoyed the support of the Georgia Tech community since opening. We are looking forward to being on campus and becoming a part of Tech history.”
The Atlanta presence for both organizations led to a first-of-its-kind partnership for both Georgia Tech athletics and New Realm Brewing. As the Official Craft Beer of Georgia Tech Athletics, New Realm will have on-site activation at the 404 Tailgate prior to each home football game and its products will be available at Tech home events. Other initiatives from the partnership will include an annual interactive event with New Realm’s Co-Founder and Brewmaster, Mitch Steele, and select Georgia Tech football and men’s basketball coaches radio shows will be held at New Realm Brewing’s Atlanta location along the Beltline.
As part of the partnership, New Realm Brewing will produce a series of custom Georgia Tech branded beers, beginning this fall with Ale of an Engineer and HELLUVIENNA Lager. Ale of an Engineer will be introduced later this year, while HELLUVIENNA Lager will be available in package and draft beginning on Tuesday, Sept. 6, ahead of Georgia Tech’s 2022 Bobby Dodd Stadium opener versus Western Carolina on Saturday, Sept. 10 (select stores in the metro Atlanta area will carry HELLUVIENNA Lager in package on Friday, Sept. 2). Paying homage to Georgia Tech’s famous fight song, HELLUVIENNA Lager will be a Vienna style lager that originated in Austria in the 1800s and was differentiated by using malts that give the beer a light amber color, crisp finish, and drinkability of an award-winning pale lager. Both beers, along with other New Realm favorites such as Hazy Like a Fox IPA, will be sold inside Georgia Tech athletics venues and businesses local to campus and Atlanta, as well as New Realm Brewing on the Beltline.
“Putting this partnership together has been super unique,” said Mitch Steele, Co-Founder and Brewmaster of New Realm Brewing. “The South is crazy about football and being able to be a part of the fan enthusiasm and college tradition is really cool. We can’t wait for the season to get underway and I hope that the Tech fans and friends enjoy the beer!”
“New Realm Brewing Co.’s partnership with Georgia Tech athletics is built with enthusiasm and a shared passion to create new traditions,” said Jean-Paul Dardenne, Legends senior vice president. “There is no better partner for creating the next “first” then with New Realm.”
Legends, which has managed corporate partnerships and multimedia rights for Georgia Tech athletics since 2021, facilitated the partnership with New Realm.
New Realm Brewing Co. and Georgia Tech athletics are dedicated to responsible drinking, please enjoy responsibly.
About New Realm Brewing
New Realm is an American craft brewery and distillery started in 2016 by co-founders Carey Falcone, Bob Powers, and Mitch Steele. The Company operates production and innovation breweries/distilleries, each with on-site scratch kitchens serving globally inspired, locally sourced fare, in multiple Southeastern US cities. New Realm’s core principles are quality, creativity, authenticity, and striving for perfection, all with a customer-centric community focused commitment and approach.
New Realm’s awards include: Brewbound’s “Rising Star” brewery, Ratebeer’s “Best New Brewer in Georgia,” Ratebeer’s 11th “Best New Brewer in the World,” and Virginia Craft Beer Cup’s gold medal (2019 & 2021) and “2019 Best in Show” for Euphonia Pilsner. Brewmaster Mitch Steele was awarded the Russell Scherer Award for Innovation in Brewing and authored the book IPA: Brewing Techniques, Recipes, and the Evolution of India Pale Ale.
About Georgia Tech Athletics
With 400-plus student-athletes across 17 varsity sports, Georgia Tech competes at the highest level of intercollegiate athletics as a member of NCAA Division I and the Atlantic Coast Conference (ACC), while also developing young people who will change the world. Georgia Tech has long been a leader in innovation in college athletics with the NCAA CHAMPS/Life Skills Program (known as the Total Person Program at GT), commitments to athletics scholarships until student-athletes graduate, and the use of virtual reality in recruiting among the many concepts that originated on The Flats. The Yellow Jackets have won five national championships during their illustrious history (four in football – 1917, 1928, 1952, and 1990; one in women’s tennis – 2007), appeared in two Final Fours in men’s basketball (1990 and 2004) and three College World Series in baseball (1994, 2002 and 2006). Combining world-class education with top-notch athletics, Georgia Tech has produced 86 Academic All-Americans. For more on Georgia Tech athletics, visit www.ramblinwreck.com.
About Legends
Founded in 2008, Legends is a premium experiences company with six divisions operating worldwide—Global Planning, Global Sales, Hospitality, Global Partnerships, Global Merchandise, and Global Technology Solutions—offering clients and partners a 360-degree data-and analytics-fueled service solution platform to elevate their brand and execute their vision. Currently, Legends works with marquee clients across business verticals including professional sports, collegiate, attractions, entertainment, conventions, and leisure. They are the industry leaders in designing, planning, and realizing exceptional experiences in sports and entertainment. For more information, visit www.Legends.net and follow Legends on Facebook, Twitter, and Instagram @TheLegendsWay.
Alexander-Tharpe Fund
The Alexander-Tharpe Fund is the fundraising arm of Georgia Tech athletics, providing scholarship, operations and facilities support for Georgia Tech’s 400-plus student-athletes. Be a part of developing Georgia Tech’s Everyday Champions and helping the Yellow Jackets compete for championships at the highest levels of college athletics by supporting the Annual Athletic Scholarship Fund, which directly provides scholarships for Georgia Tech student-athletes. To learn more about supporting the Yellow Jackets, visit atfund.org.
For the latest information on the Georgia Tech Yellow Jackets, follow us on Twitter (@GTAthletics), Facebook, Instagram or visit us at www.ramblinwreck.com.
