Illinois Wesleyan Launches “IWU Brew” Official Beer Collaboration with DESTIHL Brewery

Sept. 18, 2024

BLOOMINGTON, Ill. — Illinois Wesleyan University is partnering with DESTIHL Brewery, of Normal, to release a custom beer named “IWU Brew.”

The collaborative beer will debut for Titan fans during Homecoming celebrations, with an event from 11 a.m. to 1 p.m. on Saturday, Oct. 5, at Tommy’s restaurant in the lower level of Hansen Student Center. IWU Brew (pronounced I-WOO brew) will be available for purchase at the event. The IWU School of Business and Economics will host a tent outside Tommy's with games and a charity raffle to support the Falling Forward Foundation founded by IWU alumnus Sam Porritt '84.

The IWU Brew project began in Illinois Wesleyan's capstone entrepreneurship class, taught by the Director of the Illinois Small Business Development Center of McLean County, Sarah Gliege. Throughout the class, senior students were paired with local businesses to elevate branding, problem solve and identify collaborative opportunities. The class also spent time identifying potential names for the new DESTIHL beverage that aligned with Illinois Wesleyan's branding and identity while working with the IWU marketing team for design and promotion.

“The goal of this project is to energize IWU's family, friends and alumni, to promote IWU, and to celebrate our institution and the impact we make on our students and the community. This partnership is exciting primarily because of the student involvement in the collaborative business and marketing process and planning with DESTIHL. We take pride in our business education at IWU and differentiate ourselves from other institutions in the focus on experiential learning. Students at IWU go beyond reading textbooks and participating in class lectures,” said Dean of the School of Business and Economics Dr. Bryan McCannon ‘98.

IWU Brew is described by DESTIHL as an American Golden Ale that embodies the rich tradition and vibrant energy of Titan pride, with subtle malt sweetness balanced by a crisp, clean finish. A portion of revenue from the IWU Brew sales will benefit The Wesleyan Fund.

“Our partnership with IWU is exciting since it is a unique way for us to give back to the community by raising funds for IWU while providing educational opportunities for students studying business, marketing, entrepreneurship and design. It also helps build the IWU brand and a nostalgic connection over time for its alumni, staff, fans and supporters,” said DESTIHL founder and CEO Matt Potts.

In addition to the Homecoming launch event on Oct. 5, IWU Brew will be available for purchase at local participating retailers, restaurants and bars and also DESTIHL’s Beer Hall and Restaurant locations in Normal within the next two weeks. DESTIHL plans to continue brewing and growing IWU Brew long term.

DESTIHL’s new collaboration with IWU comes on the heels of the brewery’s dual partnership with University of Illinois Athletics and ICON Collective which was announced on Brewbound on August 21, 2024.  For more information about DESTIHL, please visit its website at DESTIHL.com and also Justin Kendall’s recent “A Round With DESTIHL Founder & CEO Matt Potts” article posted by Brewbound on August 30, 2024.