Partnership with local brewery creates first USF-branded beer

By Matthew Cimitile, University Communications and Marketing

For the first time, the public can now purchase a beer crafted with USF at its core - from its branding to its brewing process.

Through its partnership with the USF Brewing Arts program, Mastry's Brewing has launched a new beer: The St. Pete Pilsner. The crisp and smooth pilsner, brewed by USF alumni, features a student-designed label that highlights aspects of USF, St. Petersburg and the art of beer brewing.

It is now available at Mastry's St. Pete Beach location and will soon be available at retailers near USF's campuses in Tampa, St. Petersburg and Sarasota-Manatee.

"Over the years, our Brewing Arts program has developed some great relationships with local breweries, with many of these owners and head brewers teaching in our program and being our champions in the community," said Joe Askren, director of USF's Brewing Arts program. "One of those supporters came to us with the idea of partnering to make a beer, label it and sell it to further support what we are doing here."

Mastry's Brewing developed the beer's recipe, and a USF alum who works at the brewery, helped create it. The pilsner features light herbal and floral notes over a grainy malt base. A portion of all proceeds of St. Pete Pilsner will support the Brewing Arts program.

"We are very community-focused, which is why this was a natural partnership," said USF alum Matthew Dahm, owner and founder of Mastry's Brewing. "Our goal is to develop the best hand-crafted beers and invest money in products made in our local community. And what better way than partnering with our local university to further brewing arts and using sales of the beer to support education for our industry."

The seeds for St. Pete Pilsner came about as USF St. Petersburg was preparing for its annual fundraiser, Bulls & Brews by the Bay. Askren wanted to develop a new beer recipe for the fundraiser and get students involved in designing the can's label. So, he approached graphic arts Professor Jenny Yucus.

Yucus teaches a packaging design class every year that works with an outside client on a project.

"We really push experiential learning, and this class in particular allows the opportunity for students to work with a real client to learn how to design for nonprofits, manage client expectations, pitch their work, receive feedback, and other job skills they need once they graduate," Yucus said.

During the fall 2024 semester, each student in her class was tasked with creating a can label for the new beer. Students met with Mastry's Brewing leadership, conducted research into brewing and learned how to use USF brand standards. Out of 20 eye-catching labels, a panel selected Ashley Wiser's design, who graduated in May of 2025. It includes illustrations of Rocky, signature locations of the USF St. Petersburg campus, and sea life and palm trees to represent St. Petersburg. It also includes illustrations of bottles, ingredients and equipment to highlight the art of brewing.

"This was a wonderful collaboration and allowed my students to learn how to design for an industry that was completely new to many," Yucus said. "I can't wait to see it in stores and try it."

Due to impacts from Hurricane Helene and Milton, the St. Pete Pilsner never made its debut at the fundraiser, but is now available for purchase.

A major goal of this collaboration is to enhance awareness and grow the Brewing Arts program. The 24-week online program provides students with the foundational knowledge and practical skills needed for a successful career in craft brewing, covering the science of brewing to the business of craft beer. A QR code on the can will bring people to the program's website to learn more.

"There was a lot of Bull pride and involvement in the creation of this product," Dahm said. "From students to faculty and staff to alumni, so many helped to get this across the line to where we are able to provide it to the public and hopefully help out a great program."

Interested students can still apply to the next Brewing Arts cohort that begins on February 2, 2026.