Draft Picks: Cannon Ballers go beers to the walls

This is the fourth in a series of MiLB.com Draft Picks articles about clubs crafting unique and interesting beers for their respective fan bases. Already profiled: Gwinnett's 6-4-3 Pilsner, Spokane's Redband Tangerine Wheat Beer and Fayetteville's Birdy Brew.

Could there be a drink that feels cooler to sip than Baller Beer?

The unique ballpark beer of the Kannapolis Cannon Ballers not only has "baller" in its name, but its can is reminiscent of stunt performer Evel Knievel. Those two factors alone make it the epitome of cool.

In 2020, the White Sox were set to unveil their Single-A affiliate's new moniker, and Kannapolis planned to launch Baller Beer that year. COVID-19 put a swift end to those plans.

That Minor League season was canceled, and the team didn't debut as the Cannon Ballers until 2021. The beer, however, was launched as planned, and stocked on local grocery store shelves in March 2020.

“We were able to push our brand into stores in a way,” said Blair Jewell, the team's director of social media and partnership coordinator.

Kannapolis teamed up with Cabarrus Brewing Company, a full-scale brewery focused on the importance of community, to develop the product. The collaboration was perfect for the Cannon Ballers because they became recognizable to fans before even debuting as a team.

“They were able to partner with us and create this at home experience that people couldn’t necessarily have at the ballpark, but they could enjoy a Baller Beer safely from their own home,” Jewell said.

Cheers 🍻

Here's to summer nights and Baller Beer at the ballpark #NationalBeerDay pic.twitter.com/ClkJsNwMPr

— Kannapolis Cannon Ballers (@Kcannonballers) April 7, 2023

Since Baller Beer had already become a mainstay in fans’ homes, it only became more popular when the Atrium Health Ballpark opened in 2021.

“The great thing about the Baller Beer, it’s just an easy drinking beer lager,” Jewell said. “So even though it is a craft beer, it’s just a light easy drinking beer. It’s definitely one of the most popular.”

The Evel Knievel-esque can is a nod to the team’s mascot Boomer. The Mr. Redlegs lookalike sports a red, white and blue uniform complete with stars on the pants, just like the famed motorcyclist.

Now three years removed from the beer's release, the next step for the Cannon Ballers will be actually brewing the specialty suds in the ballpark. Coming later this year, the team will open the Towel City Tavern, a new barbecue, bourbon and beer restaurant in partnership with Cabarrus Brewing Company.

The tavern, which will be located in right field, will not only serve Baller Beer, but it will also feature tanks brewing the signature beverage on site. Fans will be able to go there for dinner and catch a ballgame, or just stop by for a pint.

“I think there’s going to be more of an experience at the ballpark tied to the Baller Beer in the future,” Jewell said.