Upland wholesale brands
Upland Brewing Company’s wholesale business brings award-winning beer to consumers across Indiana and beyond through a network of trusted distribution partners. We work closely with distributors, retailers, and corporate partners to build brands that succeed in grocery, liquor, bars, restaurants, and entertainment venues.
Distribution Footprint
Upland partners with leading distributors throughout the Midwest and select national markets to ensure quality product, consistent supply, and brand building at retail. Our wholesale network supports placements across both on-premise and off-premise channels, including independent accounts, regional chains, national chains, and hospitality groups.
Sports and Corporate Partnerships
Upland is uniquely positioned in the sports and entertainment space, serving as the Official Craft Beer of the Indiana Pacers and the Official Beer Partner of Indiana University Athletics. Through these partnerships, Upland collaborates on custom beer brands, in-venue activations, retail promotions, and fan experiences.
These partnerships create a strong platform that connects wholesale beer sales with cultural relevance, collegiate loyalty, and hometown pride.
How We Partner With Retailers and Distributors
Upland’s wholesale team invests in building long-term brands that drive traffic and repeat sales for our customers. Support includes:
Distributor annual business planning
Consumer marketing and digital advertising
Branded signage and point of sale
Sports programming and co-op opportunities
Influencer and grassroots marketing
On-premise sampling events and activations
Account level programming and brand incentives
Category and performance data support
The goal is simple: build brands that sell, maintain momentum at retail, and strengthen partnerships across the value chain.
brands
Upland’s wholesale portfolio focuses on core brands built for broad appeal with strong commercial performance and consumer loyalty:
Dragonfly IPA: Indiana’s first and best-selling Indiana IPA. A modern classic and household name.
Champagne Velvet: Historic American pilsener dating back to 1902. Crisp, clean, and timeless.
Wheat Ale: Belgian-style wheat ale brewed with orange peel and coriander. Refreshing and approachable.
Hoosier Gameday Lager: Official beer of IU Athletics. Brewed in Bloomington for Indiana University fans across the state.
Pacers Courtside Cream Ale: Official cream ale of the Indiana Pacers. Made for basketball season and beyond.
Seasonal and Innovation Line: Includes rotating IPAs, Oktoberfest, tarts, and limited editions that keep the portfolio fresh without bloating the shelf.
This lineup is supported by ongoing packaging innovation, digital campaigns, brand collaborations, and programming investments to drive brand awareness and velocity.