Boulevard Quirk Hard Seltzer Announces Partnership With Kansas Athletics

I brought you a peek at these already, and now and I have a new sports seltzer collaboration coming from Boulevard Brewing in Kansas City, Missouri.

Boulevard Brewing Co. and Quirk Hard Seltzer have announced their official new partnership as “Proud Sponsors of Kansas Athletics” ahead of the upcoming 2025-2026 school year. This collaboration kicks off just ahead of the highly anticipated opening of the reimagined David Booth Kansas Memorial Stadium for the football season.

Embracing the “WAVE THE WHEAT” spirit in a delicious new way, Boulevard will release special co-branded 19.2-ounce cans of Unfiltered Wheat and Quirk Strawberry Lemon & Basil. These cans will proudly feature the 1946 Jayhawk and the 1912 Jayhawk, respectively, and will be available this fall at Kansas Athletics games and retailers across Kansas.

Boulevard will also be the presenting sponsor of a new fan experience pregame block party tailgate area outside of the stadium: Gameday Boulevard on 11th St. Later this fall, fans can keep an eye out for new special limited release products to hit shelves, which will be revealed just in time for basketball season.

The University of Kansas and Lawrence, Kansas, hold a special place in the Boulevard story, beginning with founder John McDonald, a 1976 KU graduate with a BFA in printmaking.

“Some of the best times of my life were spent in Lawrence, Kansas,” said McDonald. “The University of Kansas is one of the greatest brands ever. To be associated with a regional brewery like Boulevard is a win win.”

Jayhawks fans attending Kansas Athletics games can now enjoy Boulevard fan favorites such as Unfiltered Wheat, Space Camper IPA and Quirk Hard Seltzer.

In addition to supporting Kansas Athletics, Boulevard will also partner with the Kansas Alumni Association, participating in events such as the Alumni Association Pregame Tailgates and the Rock Chalk Forever annual event.
“At Boulevard, we’re lucky to have both fans and employees who are proud to wave the banner for their alma maters,” said Bobby Dykstra, Chief Commercial Officer for Boulevard and Duvel USA. “We’ve found a lot of natural overlap between the passion of college sports fans and the passion of Boulevard and Quirk drinkers. We’re thrilled to honor those fan bases by expanding our presence in the college sports landscape and partnering with Kansas Athletics, which has an important role in Boulevard’s founding history.”

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About Boulevard Brewing:

Boulevard Brewing Co. is a brewery in Kansas City, Missouri that produces craft beers, hard seltzers, and craft cocktails. Founded in 1989 by John McDonald, Boulevard is the largest specialty brewer in the Midwest.

Mission
Boulevard’s mission is to produce fresh, flavorful beers using traditional ingredients and modern brewing techniques
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Values
Boulevard values passion and sustainability.

Tours
Boulevard offers a variety of tours, including public tours, barrel-aged tastings, and private tours.

Beer Hall
Boulevard’s Beer Hall offers craft beers, hard seltzers, craft cocktails, and food.

Fling
Boulevard’s Fling collection is a line of all-natural, spirit-based craft cocktails.

What Boulevard brews
Pale Ale: One of Boulevard’s first beers
Unfiltered Wheat: A classic Boulevard beer
Southwest BLVD: A classic Boulevard beer
Single Wide IPA: A classic Boulevard beer
Whiskey Barrel Stout: A bolder bottle offering
Bourbon Barrel Quad: A bolder bottle offering
Hustle Up!: A 100-calorie blonde ale released in collaboration with Kansas City Royals players
¡Vamos!: A Mexican-style lager that pays tribute to the Kansas City Royals baseball team

You can learn more about Boulevard Brewing Co. at boulevard.com

Founded in 1989, Boulevard Brewing Company has grown to become the largest specialty brewer in the Midwest. Our mission is simple: to produce fresh, flavorful beers using the finest ingredients and the best of both old and new brewing techniques.

In the mid-1980s, while on vacation in France, John McDonald discovered the history, variety and exciting flavors of European brewing tradition. This sparked a passion for beer and brewing. As a carpenter with a shop located on Southwest Boulevard, he started with a small home brewing set up and quickly developed a reputation for making unique – and delicious – beer on the Boulevard. Brewing beer shifted from a hobby to a dream of bringing a craft brewery to Kansas City for the first time in decades.

At the time – in the Midwest and across the USA – the brewing landscape lacked the variety we know today. This led to initial challenges surrounding John’s journey, but he persevered. “I want to do something different,” he would say to skeptics. “I want to make big beers, a variety of beers, beers with color and flavor and aroma and body, beers for real beer lovers.”
And he did. He founded Boulevard Brewing Company in Kansas City in 1989, after converting a historic railroad facility into a small brewery. On November 17th, John delivered the first keg of Boulevard Pale Ale to a small restaurant one mile down the road.

Against all odds Boulevard grew rapidly. Our original vintage 35bbl Bavarian brewhouse produced beers like Pale Ale, Unfiltered Wheat, and a handful of beloved seasonals, which were quickly embraced by not only the Kansas City community but throughout the Midwest. The demand and popularity of these exciting craft styles led to a brewery expansion in 2006, commissioning a 150bbl state-of-the-art brewhouse. This expanded capacity allowed our brewers to get creative, leading to the addition of the award-winning Smokestack Series, including Tank 7 American Saison.
In 2014, Boulevard became part of the Duvel Moortgat family of breweries, with more than 150 years of brewing excellence. Today, Boulevard continues to innovate and expand, welcoming visitors to its Tours & Rec Center and increasing production with new facilities. Boulevard beers and beverages now include an ever-evolving array of craft styles, with a dedication to quality and creativity. Year after year and beer after beer, Boulevard is committed to John’s vision to “do something different.”

Embedded in Boulevard’s DNA is a profound sense of responsibility for protecting the environment and promoting sustainable business practices. We’re always looking for new ways to reduce our environmental impact, while working to ensure a positive future for our local and global communities. Learn about our ongoing initiatives below.
Zero Landfill

In the fall of 2010, Boulevard began the process of becoming a zero landfill company. In early 2011, the last dumpster was removed from the main brewing facility. The brewery now recycles or composts almost all of its “waste” with a variety of local companies. The fraction that can’t be recycled or composted is incinerated by a local cement manufacturer to generate energy, with the ash used as an ingredient in concrete.

Solar Power
Our first 18 kW photovoltaic array was installed in 2011 on the roof of Brewhouse Two, and in 2019, we added a much larger 200 kW system atop our 24,000 square foot Canning Hall. This clean, renewable energy source reduces our dependence on fossil fuels and the electric grid, and speaks to who we are and our calling to serve as environmental stewards. Plus, it allows us to offer a free electric car charging station to employees and guests!

Packaging
Boulevard’s closed boxes are a unique piece of our brand heritage, and a key part of our environmental push. All of our cartons are produced using 70% post-consumer recycled paper, and all are 100% recyclable. Our case trays contain 100% post-consumer material, and are also 100% recyclable.

Local Impact
Throughout our history, Boulevard has been committed to supporting local and regional businesses. From the Missouri-grown soft red winter wheat in our popular Unfiltered Wheat Beer to the local farmers who use our spent grain to feed their cattle, Boulevard strives to employ sound, sustainable, common-sense practices—what we believe to be “better business.”

Green Roof
One of the most visible expressions of our commitment is over our heads… literally. The green roof on our brewhouse and packaging building reduces our heating and air conditioning loads (lowering our energy consumption) by increasing the insulation value where it is needed most—on the roof. The surface also absorbs rainwater, thus reducing runoff, while sustaining a variety of plant life. The plants, in turn, lower the overall thermal footprint of the building, absorb CO2, and produce oxygen, all positively impacting the quality of life in the surrounding area.

Facility
Our brewing and packaging facility was also carefully designed to utilize natural sunlight, accomplished through large windows, large roof monitors (skylights), and light wells. All exterior lighting is controlled via photocells and timers to prevent the waste of energy. We also have an electric vehicle charging station, allowing guests to charge their vehicles while enjoying their time at the brewery.

Ripple Glass
Before Ripple Glass, Kansas City discarded 150 million pounds of glass annually, including many Boulevard beer bottles, which ended up in landfills. The lack of local recycling facilities was due to a cycle of low local recycling rates. Ripple Glass, with support from local businesses and organizations, broke this cycle with a state-of-the-art processing facility and collection system. Now, Ripple recycles over 800 tons of glass weekly, repurposing it into new products and saving over 1 billion glass bottles from landfills.

Space Camper
Our commitment to sustainability initiatives extends beyond the brewery, Space Camper Cosmic IPA has made it her mission to save the earth, the only planet with beer – and the only planet we have. Learn more about Space Camper partnerships

About Kansas Athletics:

Kansas Athletics represents the University of Kansas in intercollegiate sports. The athletic program, known as the Kansas Jayhawks, is a member of the Big 12 Conference and has a strong tradition of athletic success, including multiple national championships in various sports. Kansas Athletics operates as a not-for-profit corporation, managing the varsity sports programs in facilities owned by the State of Kansas.