College sports fans aren’t exactly known for splurging on craft beer. But at the University of Maryland, an $11 lager inspired by the school’s beloved turtle mascot, Testudo, is outselling cheaper stadium staples like Michelob Ultra and Natural Light.
According to sales records obtained by The Baltimore Sun, Maryland fans purchased 21,823 cans and draft pours of Testudo Lager at its four athletic venues from July 1, 2025, through June 1, 2026. Not including $13,014 in six-pack sales, the beer generated $238,960, the most at Maryland sports games over the period.
The beer, a 5.0% ABV Helles-style lager, which comes in a red can featuring a vintage version of Testudo, is locally brewed, too. Launched in 2024 by Baltimore’s Union Craft Brewing0 in partnership with Maryland Athletics, the concept was aimed to provide internships and learning opportunities for students studying in the fermentation science, marketing, and other majors, according to a press release.
The lager was created by Adam Benesch, a Maryland alum who is a co-founder and the CEO of the brewery. Unsurprisingly, he’s also a big Maryland sports fan. Benesch tells Inc. that he’s slightly surprised that the craft beer is so popular with college kids, but definitely not mad about it.
“It’s eye-opening and speaks to how people are making buying decisions these days,” he says, adding that people are invested in not just products, but the stories behind them. “That matters more than ever.”
Benesch also notes that the beer’s success highlights how important the University of Maryland is to the community. While Union has several taps that rotate seasonally, Testudo is one of the brewery’s year-round beers, along with staples like Duckpin Pale Ale and Zadie’s Lager. It’s also available at liquor stores and retailers throughout the region.
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On the whole, craft beer sales have been dropping slightly nationally, according to a Brewers Association report. From 2024 to 2025, the number of craft breweries in the U.S. dipped by 2.9 percent. Craft sales fell by 3.8 percent, while overall beer sales dropped by 5.7 percent.
However, at Union Craft Brewing, which became employee-owned in 2021, you wouldn’t know it. In addition to brewing, there are dining options and it hosts events, such as the Pinewood Derby and the Toilet Bowl Race. In recent years, Union has even become one of Baltimore’s most notable concert venues frequently hosting nationally touring bands like Future Islands, Neal Francis, and The Heavy Heavy.
And of course for Terps fans, you can usually catch some Maryland sports on the big screen while sipping a Testudo draft, too.
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