Indy Eleven’s Brickyard Battalion / Flat 12 Bierwerks Collaboration Beer Remains A Mystery In Name, Not Taste

By Adam Schick of Indiana On Tap

Saturday, August 23rd was supposed to mark the unveiling of a new beer from Flat 12 Bierwerks made via a collaboration between the Indianapolis brewery and the Brickyard Battalion, official supporters club to Indianapolis’ NASL team, the Indy Eleven. The announcement was to come at the end of Craft Beer Night, a miniature craft beer fest presented by Kroger hosted at IUPUI’s Carroll Stadium and featuring 13 breweries from across the state. To add to the suspense of having a new beer to try from a great brewery, fans were allowed to vote for their favorite of five can designs and names, all nods to the team and its young-but-rabid group of supporters. It was slated to be a great evening, paying homage to some of Indiana’s great up-and-coming breweries while drawing attention to its newest professional team and its own official beer.

Being August in Indiana, however, Mother Nature had other plans.

With impending storms canceling Craft Beer Night and pushing back the kickoff of Indy’s match versus Ottawa Fury FC, my guests and I took our thirst straight to the source of the new brew and headed to Flat 12 Bierwerks, located a few blocks east of Downtown Indianapolis. Thankfully, they had on tap the beer of the night (codenamed Indy 11; Flat 12 is working with the team on a new date for the name/can release, as of Aug. 24), so I helped myself to a few servings.

“Indy 11,” an American Pale Ale, is Flat 12’s second beer collaboration with a local sporting figure: their Hinchtown Hammer Down is a crisp Golden Ale-homage to James Hinchcliffe, the popular IndyCar driver and member of Andretti Autosport, and follows Sun King Brewery’s Indians Lager as the second local beer made in collaboration with a local sports team. Hinchtown Hammer Down has become a favorite amongst the beer drinkers I know, and I see no reason why “Indy 11” can’t move into their stable as well. With a trademark pale ale hoppiness at the front of the tongue, this beer can be served as is to the more aggressive hop heads out there, or accented with an orange peel to brighten it up and make the perfect match day beer for all.

Leading up to Saturday’s intended events, I spoke with Gabe Peters, head of merchandise and marketing for the Brickyard Battalion, Joshua Mason, Director of Communications for Southern Wine & Spirits of Indiana as well as secretary of the BYB’s Board, and Bob Weaver, Vice President of Marketing at Flat 12 about the nine-month collaboration and how “Indy 11” came to fruition.

“The collaboration kind of organically came about,” Peters tells me. “Josh Mason works in the spirits industry and knew all the folks at Flat 12 which started our partnership, and we both thought this would be something to really gain some traction.” On being involved in the brewing process, Peters tells me that they left the brewing to the professionals, but that “[Flat 12] has taken the BYB’s input all along as this will be the supporter’s beer… The whole goal of this beer was to get the supporters involved from the beginning and make this a beer of the people.” 

Peters adds, “It’s unprecedented for a supporters group to have its own beer and partnership like this and we hope that this not only creates a positive buzz, but also continues the growth of supporters groups and their partnerships throughout the county.” 

Joshua Mason believes the partnership can be “beneficial to the supporters group, the team, and the brewery.” 

He also thinks of this partnership as somewhat groundbreaking: “I like putting INDY ELEVEN into the conversation as doing the best of everything across the NASL teams, and having a beer that was developed with the fans and for the team puts us well ahead of nearly everyone today in professional soccer.” Mason adds that the finished product is a beer that fans will be proud to drink while also supporting the BYB directly, as a portion of the beer’s sales will be donated to the support group, a registered non-for-profit. 

On the creation of new beers through partnerships between breweries and local teams, Mason thinks we’re just at the start: “I think we will see it flourish throughout the United States, as it creates an emotional tie to the product and the team.” On the local scale, he notes, “It helps, in all sincerity, that Flat 12 wants to help out with BYB and vice versa.” 

The brewery went through several variations of “Indy 11” before arriving at the current beer, using the feedback from brewers and customers in their taproom to craft what Bob Weaver thinks is a beer that is ready to stand out.

“We did a few iterations,” Weaver notes, “with the brewers looking for a beer that was a balance of malt body and hop finish with a little twist that would make it feel interesting and fresh”

“I think there was a desire for something that would offer a distinct touch on the palate that would be unique to the game experience and always bring you back to that memory.”

On the yet-to-be-announced name and design, Weaver says Flat 12 conducted a “wide, interactive search for a name by soliciting fan input online, at tailgates, and in the taproom.” With the information they gathered and the help of Indy Eleven and the BYB, they were able to narrow the choices down to five names and designs, which they again solicited feedback on. 

Weaver says that the input from Indy Eleven, the BYB, and fans was crucial: “We looked for a name that was true to the origins of the team, the spirit of the fans and fan experience, and in-line with Flat 12’s goals for a successful beer.”

“I put a premium on the beer being easy to recognize, serve, order at a concession stand… and on it having a look and feel that matched up with Indy Eleven’s distinct look and feel.” 

Look for an upcoming statement from Flat 12 Bierwerks and the Brickyard Battalion on a release of the official name and design for their new beer and its availability in stores, bars, and taprooms near you. 

Residing in Indianapolis, Adam Schick is a Content Contributor for Indiana On Tap. You can contact him or his beard at aschick11@gmail.com.