The University of New Mexico announces its new beer

The University of Mexico and Learfield Licensing Parnters have collaborated with Rio Bravo Brewing Company to create a UNM-branded beer called El Lobo Rojo.

El Lobo Rojo is a classic wheat beer brewing with fresh cherry juice. The taste is described to be delicately hoppy with a refreshing cherry taste.

The can design features iconography from the school fight song, the Sandia Mountains and the state of New Mexico.

“Rio Bravo Brewing is honored to be a part of this collaboration between the University of New Mexico Athletic program in the development and distribution of ‘El Lobo Rojo,’” says Denise Baker, co-owner of Rio Bravo Brewing Co. “Our family has a long tradition of being season ticket holders for Lobos basketball starting in 1959 when my parents, Carl and Donna Londene moved to Albuquerque from Kansas.”

Rio Bravo Brewing will host a tasting on Nov. 12 and El Lobo Rojo will be available for purchase at its Albuquerque location.

Learfield Licensing helped with the licensing deal, designed the beer label and is working with licensees to produce merchandise for the new brand.