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ASHLAND, Ore. (AP) — The brash Red-Tailed Hawk logo certainly isn't an anomaly in these parts. It is, after all, Southern Oregon University's 21st century signature emblem burnished on everything from team uniforms to letterheads and websites.
Still, compared with the ubiquitous "O'' from 150 miles to the north, it generally is unknown and rates a mere shrug beyond the Siskiyous.
In the battle to raise awareness of SOU's logo, Alumni Affairs Director Mike Beagle has signed on with a local craft brewery to produce Raider Red Ale, featuring the school's logo and spirit mark on bottles and tap handles.
"This is a great marketing opportunity for us," Beagle said. "Frankly, we need to do a better job of getting our name out in Northern California and Southern Oregon, and this is another way to do that."
Small colleges don't have the marketing dollars or vast alumni and fan base that major institutions tap for support.
"It's a great way to reach alums, parents and fans throughout the valley," Beagle said. "It gets our logo and spirit mark out there. What we want is for the Red-Tailed Hawk to be as common here in the valley as the "O'' because it's their hometown university."
The idea has been in the works for three years, said Tom Hammond, owner of Southern Oregon Brewing Co. in northeast Medford. Hammond patiently awaited administrative signatures giving the go-ahead to SOU's unique ale.
"We tried to launch earlier, but due to the processes involved, it took longer," he said.
Hammond, whose SOB operation turns seven in November, said the Northwest-style red ale is a natural fit for the collegiate football scene when alumni groups hold tailgate parties.
"Darker, more robust, maltier beers tend to play better in cooler months, fall and wintertime," he said. "But this is going to be available year-round."
The initial 20-barrel batch, the equivalent of 275 cases in bottles and kegs, goes to market this month, although most of it is already spoken for, Hammond said. "The next batch, we'll make twice as much."
The idea isn't totally unique, Rogue Ale produce a Portland State IPA in 2010, but it isn't a widespread practice. Although there is a licensing agreement, Beagle said no money is flowing into the alumni association's coffers. The real gain, he said, is the potential exposure.
"I think we could branch out farther into Northern California," Beagle said. "It's a way for us to get our trademark out there and get some recognition. It's a craft beer, locally made with pride and we're proud to work with Tom."
Beagle said card-carrying SOU Alumni Association members can buy a case of 22-ounce bottles for $36, discounted from the general $48 per case retail price. Raider Red is also available at SOB's tap room at 1922 United Way.
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Information from: Mail Tribune, http://www.mailtribune.com/
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