Beer & Baseball: The American Pastime
Every sporting event has a different energy in the stadium. For baseball, it’s always been classic, relaxing, good ole American fun that isn’t quite complete without an ice-cold beer in hand. Whether you’re at the ballpark, a bar, in your backyard, or living room, enjoying the sport with a beer is the common denominator.
The Beginning
Spanning a couple of decades in the mid-1800s, Germans were the largest ethnic group immigrating to the United States. Along with other customs and traditions, they brought along with them the exuberant, shameless love for beer. Of the thousands of breweries popping up at the time, the majority had German or German descent founders, brewmasters, or workers. That legacy still lives on today through Molson Coors, CSB’s largest beer supplier.
Professional baseball also came into popularity during this time period, the National League of Professional Baseball Clubs (NL) was founded in 1876. The NL initially did not serve alcohol in the stadiums to appease those supporting the Temperance Movement, an effort to limit alcohol consumption and production. But, as demonstrated with Prohibition years later, the love for alcohol beats any opposition.
The Middle
Despite the rough beginnings from the Temperance Movement and Prohibition, beer at baseball games became a staple in the 1930s. Repealing prohibition in early 1933 coincided with Baseball’s opening day for the year, unsurprisingly setting the stage for a rowdy season of drunken fans enjoying the game and a nice lager. By the 1940s beer sponsorships became prominent, a practice that is still active today. In fact, CSB sponsors two baseball teams: The Cowlitz Black Bears and the Boise Hawks.
In suit of the sponsorships were beer advertisements on radio and television and finally, brewery/team partnerships. Molson Coors has a partnership with Milwaukee Brewers, its history running back 30 years. Even though the stadium has undergone a name change from Miller Park, Molson Coors will continue to be a partner of the team.
“We deeply value our partnership with Molson Coors Beverage Company and look forward to the continued collaboration for many years to come,” said Brewers President of Business Operations Rick Schlesinger.
The Present
Today, the dynamic duo of beer and baseball is just as strong as its heyday in the 1930s. In 2014, Lagunitas Brewing Company, Coors Light, and Miller Lite were among the top beers at the Major League Baseball Stadiums. In honor of Opening Day and the love of beer, raise a glass, or a can, to beer, baseball, and the great American pastime.
