Although Chuburger has since closed, Oskar Blues has maintained a presence in most of Denver’s sporting arenas.Īnd the timing couldn’t be better. Oskar Blues opened a restaurant called Chuburger inside Coors Field a decade ago, serving its beers and the same food it had at its then-restaurant of the same name. “We want to do stuff with the supporters’ group and we’ll be doing supporter engagement and take a holistic approach to being a partner.” “The way we approached sponsorship, we don’t just want to put our name on the side of a building and walk away once the branding’s done,” Hehir said. Oskar Blues may also test certain beers at the park and is considering installing a Crowler machine at Dale’s Bar to produce special labels for theme nights that can turn into collectibles. (AP Photo/David Zalubowski)īut Monster isn’t planning to ditch the Oskar Blues name and there are “no immediate plans” to roll out other Dale’s-branded beers, said Hehir, a longtime brewing industry executive who most recently worked as CEO of Denver’s Tivoli Brewing.Īdditional plans include post-match happy hours with supporter-friendly price points on beer and food, and collaborations with fans on special recipes, Hehir said. Colorado Rapids forward Darren Yapi, left, tries to tackle Sporting Kansas City midfielder Marinos Tzionis during the first half of an MLS soccer match Saturday, March 4, 2023, in Commerce City, Colo. At one point, Oskar Blues and New Belgium - now owned by Japan’s Kirin - were the two largest independently owned breweries in Colorado. New Belgium recently changed the recipe and look of Fat Tire in an effort to keep the beer relevant. “As an example, Fat Tire is much better known than New Belgium.”įat Tire was the flagship brand for New Belgium Brewing for decades before Voodoo Ranger became its number-one seller. “What we’ve seen is our brand Dale’s has a lot more brand recognition than the name of our brewery,” Hehir said. The latter is currently being distributed in a limited capacity under the name Oskar’s Lager, boasting 95 calories and 2.5 carbs. The company, which was purchased by Monster Energy in 2022, will also use the bar to debut what Hehir calls “the Dale’s family” of beers, including the aforementioned stalwart originally released in 2002 and two newer releases: Double Dale’s IPA and Dale’s American Lager. Oskar Blues Brewery has landed a four-year partnership with the Colorado Rapids that includes sponsoring the only bar at DICK’s Sporting Goods Park, where the team plays.Īlthough the signs hadn’t been changed in time for the start of the Rapids’ season on March 4, the former Eighteen76 bar will now be called Dale’s Bar, a reference to the Longmont brewery’s flagship pale ale, according to Ken Hehir, the new brand marketing director for Oskar Blues. Wednesday, May 17th 2023 Home Page Close Menu
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