Early last Thursday afternoon, the Reese's Senior Bowl announced a partnership with Birmingham's Trim Tab Brewing to release the "Senior Bowl All-Star Lager." The beer will be available statewide in stores and bars, and a portion of all sales will go to charity.

"TrimTab's partnership with the Senior Bowl has been an exciting process primarily due to the uniqueness of the Senior Bowl." TrimTab Brewing CEO Bill Ritter told Tide 100.9, "The Senior Bowl event serves as the moment each year the focus shifts from college to professional football. And we Alabamians love our football! Additionally, we are excited that proceeds from each sale of the All-Star Lager will go to Senior Bowl Charities, a non-profit organization that supports philanthropic causes in Mobile and Baldwin counties." said Ritter.

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"The Senior Bowl's All-Star Lager will be distributed throughout the state of Alabama and in the panhandle of Florida, giving TrimTab's lager and brand added visibility." added Ritter, "Our team has enjoyed working with the Senior Bowl team and our distributor, Gulf. The experience has been a joy and we look forward to soon to be announced events."

Carrie Sikes, the Marketing and Creative Director at TrimTab Brewing, designed the label for the "All-Star Lager" and had this to say about the creative process that went into it.

"I knew I wanted to take it in a sporty, maximalist direction. I worked with the Senior Bowl team to obtain specific assets they wanted included on the label, and from there I just started piecing everything together. The layering of the yard lines mixed with the draw plays and football player silhouette helped to add depth to the design and allow the name of the beer + Senior Bowl logo to really stand out."

For more Alabama Baseball, Basketball, and Football content from Simon Besnoy, follow him on X/Twitter at @SimonBesnoy and stay tuned to Tide1009.com for daily news.

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