How Barleycorn’s, NKU teamed up to create the university’s first NIL beer

HIGHLAND HEIGHTS, Ky. — When Norse fans watch or attend a Northern Kentucky University sporting event, OneHolland Group wants their beverage of choice to be “Norse Up.”

In early November, OneHolland, the owner of Wilder-based Barleycorn’s Brewhouse, unveiled a new light lager called Norse Up. What sets the beer apart from other Barleycorn’s Brewhouse products is its connection to NKU’s athletic department.

Norse Up is the official beer of NKU athletics, with 10% of each sale supporting the university’s student athletes through Name, Image, and Likeness funding. It’s NKU’s first NIL product in history, said Jay Shelton, CEO of Barleycorn’s.

Shelton told LINK nky that Barleycorn’s and OneHolland have been longtime partners and supporters of NKU athletics. As a result, he believed their br