From the Nominator

Central College released Forever Dutch® Lager during the 2023 homecoming weekend with strong support from alumni, the Central community, and the town of Pella. Central was the first private college in Iowa to partner with a local brewery to offer a signature craft beer. More importantly, 15% of sales of Forever Dutch® Lager go toward the Journey Scholarship Fund. The college committed two years ago to give all incoming students a donor-funded Journey Scholarship. The partnership between Central, a local brewery (Gezellig Brewing Co. in Newton), and a local business partner (Pella Hops Co.) is a testament to a community coming together to support the next generation of students. The Central marketing and advancement team led this effort to support student scholarships and community partnerships. From concept to launch, Central and its partners had four months to develop, brand, and market Forever Dutch® Lager publicly. Central secured approval from senior management and then assessed alumni feedback on support. "Forever Dutch" was chosen because it was already copyrighted by the college and had strong name recognition with alumni. All graphics, photography, videography, and creative work were completed in-house by the marketing team. The alumni engagement and sales far exceeded expectations. Proceeds from the lager between the launch date and the end of the year have funded nearly three scholarships. Central saw a significant increase in social media engagement with the pre-launch videos, launch posts, reels, and emails.

From the Judges

Central College earns acclaim for pioneering a groundbreaking initiative in partnership with Gezellig Brewing Co. and Pella Hops Co. The introduction of Forever Dutch Lager, the first private-college beer in Iowa, forged strong community bonds. Departing from conventional licensing agreements, this innovative model supports scholarships accessible to all students. The enduring brand recognition of Forever Dutch underscores its evolution from a fundraising tool to a symbol of lifelong commitment. Seamlessly blending local heritage with college pride, the name resonates on shelves and menus alike. Remarkably, Central's marketing team orchestrated every aspect, leveraging small-town synergy to craft compelling, creative assets. Their deep collaboration yielded a triumph of innovation and community connection.