Find out which New Mexico college has teamed up with Rio Bravo Brewing

Eastern New Mexico University now has a brand to call its own in the state’s craft beer scene.

The school has partnered with Rio Bravo Brewing Company to release the Rooing Hound Lager, which is a nod to the university’s greyhound mascot and its unique vocalizations. The beer has a 5.5% alcohol by volume and a can designed by ENMU graduate Samantha Molina.

“They reached out to us asking if we could brew them a beer that could support the college and showcase Eastern New Mexico,” Jennifer Baker, Rio Bravo marketing director, said. “They wanted something light for game days. They called it an unleashed lager to kind of go along with (their) greyhound. We went with something light, crisp, refreshing — just a nice, light lager.”

As part of an initiative to improve its concessions, ENMU announced earlier this year that beer and wine would be sold at football and basketball games for the first time during the 2025-26 season. The Rooing Hound Lager is one of the options for sale at ENMU sporting events.

“We are honored to partner with Rio Bravo Brewing Company on this project,” James Johnston, ENMU chancellor, said in a release. “We appreciate their support of Eastern New Mexico University in creating this unique beer and co-branding with us.”

The new beer, which is distributed through Admiral Beverage, is currently for sale in Albuquerque at Rio Bravo and through various retailers in Portales and Clovis. According to Baker, there is no timetable for the brewery to stop producing the Rooing Hound Lager. There’s also the potential for further distribution throughout the state in the coming months.

“I assume that as long as it keeps selling, we’ll keep brewing it,” Baker said.

Though the lager has only been out for a short time, reception has already been positive.

“I think we will see more excitement as it grows and people become more aware of it,” Baker said. “I was surprised myself to see the fan base (and) the support that Eastern New Mexico University has even in Albuquerque. So I think it’s going to be good for everyone that is supporting the university. And I think everyone’s having a good time with it and excited about it.”

It’s not the first time Rio Bravo has partnered with a New Mexico college for a beer release. In 2018, the brewery launched El Lobo Rojo, a cherry wheat, in conjunction with the University of New Mexico. Shortly thereafter, Lobo Louie’s IPA was also released as part of that partnership. Being able to work on such collaborations, including the latest with ENMU, is a privilege for an establishment that recently celebrated its 10-year anniversary Baker said.

“I think we’re honored that people are entrusting us to create a product and then market the product out there representing their brand,” Baker said.

HOLIDAY HAPPENINGS: Rio Bravo will host a Friendsgiving Beer Dinner on Thursday, Nov. 20, which includes a four-course dinner prepared in-house along with four specially selected beers to complement the meal. “This is an annual event we have the week before Thanksgiving to bring together friends and strangers,” Baker said.

Additionally, the brewery will host a holiday market on Friday, Nov. 29, to kick off the seasonal shopping frenzy. This family-friendly event is free and features numerous local vendors.