New Mexico State University on Wednesday unveiled its own officially licensed whiskey, making it the first college to do so as schools across the U.S. try to create new revenue streams amid shrinking higher education budgets.
Pistol Pete’s Six-Shooter whiskey expands on the university’s brand building effort, which started several years ago with a golden ale crafted by one of the state’s largest brewing operations. Last month, the school added a signature wine developed by vintners with deep New Mexico roots.
It’s a good thing, ’cause money.
The university has worked on the whiskey project with Dry Point Distillers for about six months with the help of marketing professors and students sworn to secrecy. For Chris Schaefer, an owner of the distillery and an Aggie alumni, it was more than a chance to fuel his passion for whiskey.
“It’s throwing us a lifeline because with the pandemic bar sales are down,” he said. “To be able to add a product to our package wholesale liquor line, something with the backing of New Mexico State University and the notoriety of that and to tie in the trifecta of the beer and the wine and now to have the whiskey, I think is going to be very beneficial.”
Just don’t let college athletes in on it. That would be violate the spirit the sacred academic mission surrounding collegiate sports, you know.
What, your saying Mississippi State’s proposed below stadium brothel, “Dog Style” is in bad taste!
A program’s got to do what it’s got to do.
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I think you meant to say, “that would be violate the spirits of the sacred academic mission surrounding collegiate sports, you know.”
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I was hoping someone would pick up on that. 😉
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So when can I buy Red-Dicked Dawg Rye? Or Three-Leg IPA?
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Been drinking “Hair of the Dawg” all my life.
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It sucks that they beat LSU to the punch on the Pistol Pete label. 99% of folks at first glance are going to associate that with Maravich anyway.
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When do Oregon and Colorado put their stamp of approval on a craft weed?
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Actually, you missed some. Let me correct:
“When do Oregon, Colorado, California, Nevada, Washington, Alaska, Illinois, Michigan, Maine, Vermont, Massachusetts, and the District of Columbia put their stamp of approval on craft weed?”
Or this response including medicinal states:
“When do Oregon, Colorado, California, Nevada, Washington, Alaska, Illinois, Michigan, Maine, Vermont, Massachusetts, Montana, Utah, Arizona, New Mexico, North Dakota, Oklahoma, Minnesota, Missouri, Arkansas, Louisiana, Ohio, West Virginia, Pennsylvania, New York, New Jersey, Rhode Island, Connecticut, Delaware, Maryland, Florida, and the District of Columbia put their stamp of approval on craft weed?”
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Once legislation is crafted…
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Not just oy. Oy gevalt! The only thing this Hogbody can offer is: colleges don’t know bupkus about marketing. That booze will go as far as Clemson Blue Cheese. BTW send me a case of the booze please. Just for evaluation purposes.
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For six months, staff, board members, presidents (and the like), student body representatives had to sample the new distilled product to meet standards/approval for marketing purposes only…and at the stadium it’s a 2 drink minimum…
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There was a big booster who labeled wine with UGA themes. He just didn’t bother to get approval and so they were sort of quietly withdrawn.
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Shouldn’t it be “an Aggie alumnus”? Yep, I’m tons of fun at parties.
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