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Fernson, SDSU partner to launch Ears Up premium beer

Fernson Brewing Company, a leading craft brewery in South Dakota, and South Dakota State University have partnered to launch Ears Up premium beer. The beer will be available in the Brookings market starting Tuesday. It will also be available in Dana J. Dykhouse Stadium for the Jackrabbits’ Hobo Day game against Indiana State, Oct. 29.
“We are thrilled to partner with SDSU to develop this unique product that will resonate with the thousands of Jackrabbits throughout the state,” Fernson co-founder Blake Thompson said. “We have seen a tremendous response from our distributors wanting the beer and will be working the next few weeks to get as much product delivered throughout the state as possible.”
After the initial launch in the Brookings market, Ears Up will become available in the Sioux Falls market the next week, followed by distributors who serve Rapid City and the Black Hills region, Mitchell, Watertown, Huron, Aberdeen, Pierre and many more communities throughout the state.
“As a 2008 graduate of South Dakota State, it’s a bit surreal and deeply humbling to be able to create something for my alma mater,” Fernson co-founder Derek Fernholz said. “We are so proud of the beer we have crafted, together with SDSU, to be enjoyed by Jackrabbits everywhere. This has been one of our largest undertakings to date, and working with the amazing people at South Dakota State University has truly been honor and a great collaborative effort. We cannot wait to see how this project grows and evolves for years to come.”
Ears Up is an easy-drinking and smooth premium beer with 5% alcohol by volume.
“Ears Up is a tremendous opportunity to expand an already strong SDSU brand throughout the state of South Dakota,” said Derek Peterson, SDSU’s assistant vice president for business services. “We are very fortunate to have a partner like Fernson and the opportunity to utilize its expertise, not only to create a tremendous product, but also to help market it and expand its reach to all corners of the state. We are excited for this opportunity and potentially others in the future.”
Started in 2015 by Thompson and Fernholz, Fernson Brewing Company is a growing production brewery that was established in Sioux Falls, S.D.. Fernson has quickly increased its distribution footprint into four states: South Dakota, North Dakota, Minnesota and Iowa. It lives out its vision, “The most thoughtful beer experience in the world,” every day in every facet of its brewery.


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