Eastern Michigan University is elevating its fall sports season by launching a new custom beer, "Water Tower Power," in collaboration with Detroit’s Eastern Market Brewing Co. (EMBC). This partnership celebrates EMU’s rich traditions and deep connection to the Ypsilanti community. It offers fans a new way to show their pride while enjoying a crisp, clean American lager at sporting events.
Dayne Bartscht, Founder of Eastern Market Brewing Co., expressed his excitement for the project, noting that legalizing alcohol sales at college sporting events last year opened the door for collaboration.
"When the state legalized alcohol sales in college sporting events last year, we were excited about the potential to partner with a local athletics department," Bartscht said. "Born and raised in Ann Arbor, I spent a lot of time in Ypsi, and Eastern Michigan was near the top of our list."
The fan-driven name, "Water Tower Power," emerged through a voting process organized by the Eastern Michigan Athletics Department. Bartscht admitted he had a personal favorite.
"The Eastern Michigan Athletics Department completely ran the fan voting, but I was rooting for Water Tower Power to win. Don't tell, but I may or may not have voted more than once," he joked.
For now, fans can find "Water Tower Power" exclusively at Rynearson Stadium during EMU football games, with plans to expand distribution soon.
"Given the excitement this collaboration has generated, we are allocating the entire first batch of beer to Rynearson Stadium. However, we have more beer in the tanks and plan to expand distribution beyond the stadium later this month," Bartscht said.
In terms of community impact, Bartscht emphasized the importance of engaging with the local community through this collaboration.
"By partnering with EMU, we can engage more directly with the Ypsi community. We're excited to continue to partner with the Athletics Department through events, educational initiatives, and supporting local causes to amplify our commitment to fostering a vibrant Ypsi community," he said.
Eastern Market Brewing Co. is open to future collaborations with EMU.
"Water Tower Power is an early pilot; if it does well, many avenues exist to expand, including new venues, new products and formats, and brand-new community initiatives," Bartscht explained.
Fans can enjoy "Water Tower Power" at the EMU football home opener, with plans for further distribution across southeastern Michigan, ensuring this locally brewed beer becomes a staple for Eagles supporters throughout the season.
