Central College received a gold award in the Council for Advancement and Support of Education’s Circle of Excellence Awards. The award-winning entry was “Forever Dutch Lager” in the marketing/marketing initiatives for a staff of 10 to 25 category.
In the CASE entry, Central recapped the Forever Dutch® Lager launch during the 2023 Homecoming weekend which garnered strong support from alumni, the Central community and the town of Pella. Central was the first private college in Iowa to partner with a local brewery to offer a signature craft beer. More importantly, 15% of sales of Forever Dutch Lager go toward the Journey Scholarship Fund.
All graphics, photography, videography and creative work were completed in-house by the Central marketing team.
The judging team gave a glowing summary to the entry. “Central College earns acclaim for pioneering a groundbreaking initiative in partnership with Gezellig Brewing Co. and Pella Hops Co. The introduction of Forever Dutch Lager, the first private-college beer in Iowa, forged strong community bonds.”
The judges’ comments included, “Departing from conventional licensing agreements, this innovative model supports scholarships accessible to all students. The enduring brand recognition of Forever Dutch underscores its evolution from a fundraising tool to a symbol of lifelong commitment. Seamlessly blending local heritage with college pride, the name resonates on shelves and menus alike. Remarkably, Central’s marketing team orchestrated every aspect, leveraging small-town synergy to craft compelling, creative assets. Their deep collaboration yielded a triumph of innovation and community connection.”
The partnership between Central, a local brewery (Gezellig Brewing Co. in Newton) and a local business partner (Pella Hops Co.) is a testament to a community coming together to support the next generation of Central students. From concept to launch, Central and its partners had four months to develop, brand and market Forever Dutch Lager publicly.