Rusty Bull Brewing Partners With The Citadel on “Cannon Fire Lager”

Adult beverages are a hot trend in the world of collegiate licensing, and South Carolina’s venerable military college is keeping up with the times. This football season, fans of The Citadel Bulldogs will be able to cheer for the Dawgs with a frosty can of locally brewed and officially licensed Cannon Fire Lager in hand.

hroughout the region, universities have been teaming up with brewers and distillers to develop products that let 21-and-older alumni and fans support their schools with every sip. For Rusty Bull owner Brian Bogstad, a partnership with The Citadel makes perfect sense. “What a great opportunity to be able to collaborate on a beer that speaks to the traditions of The Citadel,” says Bogstad. “Cannon Fire Lager is, in part, a new tradition to honor the memories made and the memories to come. A part of proceeds from every beer sold will be given to The Citadel, as our small way to help insure those traditions continue.”

From the label artwork to the flavor of the brew, The Citadel’s athletics and marketing teams worked closely with Rusty Bull to ensure that the new beer would represent the school the right way. “The process of working with Rusty Bull was great,” says Kevin Olivett, Senior Associate Athletics Director for The Citadel. “Cannon Fire Lager has a crisp, clean taste that’s perfect for enjoying during a game.”

While The Citadel is usually associated with rigorous academics and strict discipline, Cannon Fire Lager is intended to reflect a more light-hearted side of military education. “The school spirit comes out strong during parades and football games, and that energy is what Cannon Fire makes me think of,” says Phil Reichner, The Citadel’s Director of Marketing and a class of ’89 alumnus. 

The all-new Cannon Fire Lager, brewed by Rusty Bull, will be distributed by Southern Crown Partners, a longtime partner and supporter of The Citadel Athletics. The beer will be available for sale at The Citadel’s Johnson Hagood Stadium starting with the first Bulldogs home game on September 7.

Affinity Licensing is the collegiate licensing agency behind the project.