University Business Partnerships & Services

University Business Partnerships & Services (UBPS) observed a growing trend among peer institutions leveraging licensed beverage partnerships to support brand affinity, community engagement and revenue generation. At the same time, interest in exploring alcohol-related relationships was increasing among UC Berkeley campus stakeholders.

In response, UBPS initiated a consultation process with campus leadership and relevant stakeholders to evaluate the feasibility and appropriateness of such partnerships. This led to the development of a formal solicitation for a licensed craft beer partner, guided by clear criteria and values-based considerations. Craft beer was selected as the initial category based on several factors including the Bay Area’s deep-rooted tradition in craft brewing culture; the alignment of beer for affinity-driven settings such as Athletics events; existing relationships between the university and local breweries; and the relatively low alcohol by volume levels typically associated with beer.

The partnership scope is limited to beer, ciders, and similar malt-based beverages. It does not include or authorize the production or promotion of other alcoholic beverages such as wine or spirits.

The brewery was selected following a collaborative process that included a competitive solicitation process, gaining input from an engaged working group that included a mix of representatives from across campus, and responding to areas that the group identified as most appropriate and beneficial to the campus. The Craft Beer Working Group includes representation drawn from the Cal Alumni Association, Communications & Public Affairs, Graduate Assembly, Intercollegiate Athletics, Levy Restaurants, University Development & Alumni Relations and University Health Services. The UC Berkeley Working Group representatives and the University Partnership Program will continue to play a key role in providing input throughout the activation process and will assist in guiding these efforts to completion on the UC Berkeley campus. The relationship was also reviewed and approved by the University Partnership Program’s (UPP) advisory and executive committees.

The university has created a Craft Beer Partnership Review Committee to oversee implementation and provide continuous feedback. UPP and the Committee will evaluate ongoing partnership activities to ensure alignment with campus policies and values. Concerns from the campus community will be taken seriously, and adjustments to the partnership can be made if issues arise.

The decision to exclude undergraduate representation from the solicitation process for alcohol-related partnerships stems primarily from the legal drinking age in California. Given that many UC Berkeley undergraduate students are under 21, partnerships involving alcohol are intentionally structured to avoid targeting or engaging this demographic. Consequently, given their general exclusion from these particular partnerships, the UBPS determined that undergraduate representation would not be appropriate in the Craft Beer solicitation process.

This partnership was designed with UC Berkeley’s community values in mind, and will offer meaningful benefits across campus and beyond. In addition to aligning with UC Berkeley’s values around responsible consumption and community engagement, the craft beer partnership will also:

• Generate revenue through licensing and sponsorship that supports the university

• Provide in-kind and monetary support for events and initiatives coordinated by approved departments and campus stakeholders, including staff, faculty, alumni and athletic fans

• Support faculty, staff, alumni and fan engagement through product donations for social events that celebrate Berkeley’s identity and achievements

• Sponsor programming and initiatives in collaboration with select campus departments

• Celebrate and strengthen school spirit by offering a locally crafted product that reflects Berkeley’s identity and pride

• Create new opportunities for collaboration between the university and a respected Bay Area partner with a strong record of community support

Bear Republic Brewing will be visible through a variety of campus touchpoints, including in-stadium presence at Cal Football and Basketball games, as well as at fan engagement opportunities like tabling at Tailgate Town during home football games. The partnership also includes sponsorship of key university events, such as Alumni and Parents Weekend and the Bear Affair Tailgate, one of Cal’s most spirited Homecoming traditions.

Additionally, Bear Republic Brewing will provide licensed products to support select and appropriate university events, helping to foster a warm, community-oriented atmosphere for staff, faculty, alumni and fans of the university. Other opportunities may include product sales and collaboration with campus stakeholders such as Cal Performances, Bear’s Lair Tavern and other campus entertainment venues, with a focus on promoting responsible drinking.

No. UC Berkeley takes its responsibility seriously when it comes to student health and safety. This partnership is structured specifically to avoid engagement with underage students. All marketing and promotional efforts are designed to target alumni, faculty, staff and of-age fans of the university. Promotions will not be allowed in undergraduate spaces or student residence halls, and no content will encourage excessive consumption or irresponsible behavior.

UC Berkeley is guided by a mission of excellence in research, public service, sustainability and community engagement. Bear Republic Brewing embodies these values through its dedication to reducing its environmental impact and educating the craft beer industry on these best practices, promoting employee equity and supporting inclusive economic growth. The company has demonstrated meaningful, long-standing partnerships with local organizations such as EBMUD, the Oakland Zoo, East Bay Regional Parks Foundation and Notes 4 Hope, contributing to causes aligned with public health, education and environmental stewardship. Partnering with Bear Republic Brewing reflects a shared commitment to community impact, sustainability and local engagement, principles that align with Berkeley’s institutional priorities and campus values.

UC Berkeley prioritizes a responsibility to create a safe and respectful environment for all members of the campus community, especially students. When partnerships involve alcohol, the university takes additional steps to ensure they are developed and communicated with the utmost care and integrity. Any partnership involving alcohol services or products must meet strict criteria designed to reflect that responsibility.

Part of the requirements as they pertain to the Craft Beer relationship includes:

• Communications and marketing materials cannot target undergraduate students and must avoid appearing in undergraduate-focused spaces or events.

• Sponsorship materials cannot explicitly depict the act of alcohol consumption, invite or in any way encourage excessive alcohol consumption.

• Ongoing management and evaluation of ongoing partnership activities by UPP to ensure alignment with campus policies and values.

Proposals were evaluated based on a balanced set of criteria designed to ensure alignment with the university’s mission, community values, and expectations for quality and impact. The selection process considered product quality and distribution; alignment with UC Berkeley’s principles of community; and the overall financial value of the partnership.

Specifically, proposals were scored across three key areas:

• Product (40%) – The potential to offer a high-quality, well-distributed product that reflects positively on the university.

• Community (30%)– The degree to which the partner supports and aligns with UC Berkeley’s mission and principles of community.

• Financials (30%) – The level of compensation and investment offered as part of the relationship.

This structured approach ensured that any selected partner would not only deliver an excellent product but also contribute meaningfully to campus life and provide appropriate value to the university.

The agreement started in June 2025 and lasts for one year.