Magna Cum Lager: Straight to Ale and Alabama A&M Brew a Collaboration of Success

Let the commencement begin! 

As one of few brewing alliances between a university and a brewery, industry has aligned with higher education to create a beverage for the market. 

Alma Mater, the much-anticipated Alabama A&M University-inspired American lager, recently made its debut at Straight to Ale Brewing in Huntsville.

The inaugural roll-out was greeted by a large, enthusiastic turnout. And, since its statewide distribution began last month, it’s been a sell-out.

As part of a uniquely innovative partnership, Alma Mater represents a merging of Straight to Ale’s brewing expertise with the academic talents of AAMU’s food science and master’s of business administration students.  

The collaboration is an all-around win-win-win. By providing relevant hands-on experience, the project was a valuable opportunity for the students to put academic theory into practice. 

The students gain real world experience through the creation of Alma Mater and the development of a well-executed brand awareness campaign to promote it.

It also gave Straight to Ale the opportunity to work with students and introduce them to the world of brewing. 

The Alma Mater project is the result of two years of concept development between STA and the administrators, faculty, staff, and students at AAMU.

It all began in the Marketing, Communication and Advancement department at AAMU.

As Development Associate Michael Colston was researching a beer idea, Vice President Archie Tucker II was trying to sell the university on beer sales at sporting events, as an effective means to boost the university’s coffers. 

Once Colston presented his idea to Tucker, the synergy took off. Then, they presented the concept to the Board of Trustees. 

“The board was sold in two meetings,” said Tucker “The deal was done.”

However, AAMU President Dr. Andrew Hugine Jr. didn’t want a just a beer with the AAMU name slapped on it; he wanted student and faculty involvement, along with a sense of ownership and buy-in.

When it came to finding an industry partner, Straight to Ale came immediately to Colston’s mind. 

The biggest delay aside from COVID had to do with the academic administrative “red tape” that universities are notorious for. 

Dr. Joshua Herring, food science lead professor, selected four food science majors – all over the age of 21 – to help with the brewery end.

Former department Chair Del Smith chose the three MBA students for the marketing team. The team sought out ideas for a name, something that would connect the beer to AAMU without it being exclusive to the university. The name had to carry meaning and resonate with university students, alums and adults, in general.

The name “Alma Mater” was selected because it represents the pride one feels about the school, college, or university that they attended, they said.

And, the collaboration between Straight to Ale and AAMU is especially noteworthy.

Not only is this one of the few brewery collaborations in the United States affiliated with a college, AAMU is the first Historically Black College and University to develop and promote its own beer, a beer that students helped to create and market – which goes beyond a simple licensing agreement of a pre-existing product. 

The project proved relevant to the students, also. It piqued their interest while serving as an ongoing revenue stream for the university. For each case sold during the product’s lifecycle, AAMU will receive a portion of the proceeds. 

“Historically Black Colleges and Universities, more than anything, need revenue,” Tucker said. “This gave us the opportunity to do something creative, to involve the faculty and students, and to monetize the expertise. Beer is just an example. We are the first HBCU in the Southeast to engage students and faculty in the process.”

There are few people of color working in the industry in the brewery industry. Straight to Ale supports diversity in craft beer.

“The Alma Mater project enhances racial diversity,” said Tucker. “Craft breweries are traditionally a white-male dominated enterprise. This is an easy way to remove barriers.” 

Alma Mater is distributed throughout the state and available locally at Liquor Express on Pratt Avenue.

Thus far, sales have been phenomenal, to say the least.

“The beer is for everyone,” said Colston. “A&M students or not.”