The Fort Worth-based Fort Brewery and the licensed apparel company Hell’s Half Acre Stadium Goods are partnering to brew Hell’s Half Lager, which will raise NIL funds for the TCU-focused collective Flying T Club. Hell’s Half Acre Stadium Goods announced the lager on Thursday morning.
Hell’s Half Lager is a 4.6% ABV lager that’s canned in a 16-ounce purple pinstriped can. A four-pack will retail for $11.99.
“We just wanted something light,” Hell’s Half Acre Stadium Goods founder and owner Steven Stults told On3. “Our goal is to take over the tailgates. So, rather than drinking a beer that’s not helping TCU student-athletes, why don’t we make the entire game-day experience a way to help the Horned Frogs?”
Stults is a former TCU equipment manager, while Fort Brewery project lead Jack Feltgen used to be a TCU cheerleader.
Stults said Hell’s Half Acre Stadium Goods approached the Flying T Club, wanting to find ways to support TCU athletes. As one example, the apparel company recently collaborated with TCU infielder Tre Richardson after he was named the 2023 NCAA Fayetteville Regional MVP.
Hell’s Half Acre Stadium Goods also partnered with SAARLOOS + sons for a wine collaboration during the season.
“I think that was a big hit and that’s kind of like, ‘Hey, how can I replicate this and make it more of a scalable solution?'” Stults said.
Flying T Club to receive percentage of sales
Flying T Club is hosting a party on Thursday in Fort Worth, which will serve as the soft launch of the beer. Attendees will have the opportunity to sample Hell’s Half Lager.
The beer will be available for purchase starting Aug. 3.
“Following the event, it’s going to be able to be purchased at the Fort Brewery location,” Stults said. “We’re working on getting it in stores and at other additional restaurants throughout the Fort Worth metroplex.”
He said the Texas Alcoholic Beverage Commission recently approved the can’s label. Parties involved are now gauging the interest of potential partners.
Hell’s Half Lager is the fifth beer collaboration nationally that will raise funds for a collective.
The first four beers were The Horseshoe Golden Ale benefiting the Horseshoe Collective at Boise State, SWARM Golden Ale which helps The Swarm Collective at Iowa, Cincy Light supporting Cincy Reigns at Cincinnati and Ames Lager which aids the We Will Collective at Iowa State.
Flying T Club will receive a percentage of the sales from each can sold. Stults declined to disclose the specific number. Stults said the companies involved do have goals internally.
“It’s really trying to meet the demand and hopefully have enough inventory for all the fans,” he said.
The first month of sales from SWARM Golden Ale showed how lucrative these beer collaborations can be for a collective. The Swarm Collective CEO Brad Heinrichs said the collective received $30,000 from the beer’s sales in June.