The Salem Capitals are expanding a local partnership with Santiam Brewing into a three-drink lineup that connects sponsors and nonprofits through a community-focused collaboration model, according to team owner Jason Conrad.
Conrad said the partnership began through an introduction made by Mike Sublet, owner of Admos, and has grown over time from simple branded offerings into a more intentional structure. “This year is the first year we decided to do it in the name of a nonprofit,” Conrad said.
The lineup includes two ciders and an IPA, all carrying Salem Capitals branding on labels and taps. Conrad said this is the first time the team has had kegs in market, which makes it easier for bars and restaurants to put the products on draft. He said cans are expected after this month, which would broaden where the drinks can be sold and how fans can take them home.
Conrad framed the project as a way to bring multiple groups into one effort rather than treating it as a standard sports sponsorship. He said the focus is on building a wider network of partners so local businesses and nonprofits benefit alongside the team.
The Three Drinks And Who They Support
The first drink is the Cherry Blossom cherry cider, sponsored by PacWest Lobby Group and supporting Punks With a Purpose. Conrad said he has been involved with Punks in the Park and wanted the cider tied to a nonprofit he already felt connected to. He also said Cherry Blossom is the one product dedicated to the Capitals dance team, positioning it as a way to keep the dancers visible in team promotions beyond game nights.
The second drink is the Volunteer dry cider, which Conrad created as a dedication to his father. He described his father as the person who consistently shows up to handle the unglamorous work that keeps the organization running.
“My dad is my biggest volunteer,” Conrad said. “Since day one, he’s been in the arena with me at 3 a.m. cleaning up, he does every setup with me. He does every breakdown with me.”
That cider is in support of mental health awareness. Conrad said the cans will reflect that connection.
The third drink is the Local IPA, sponsored by LOCAL Plumbing and supporting Courtney’s Place Veterans Housing. Conrad said the partnership fits because LOCAL Plumbing is a veteran-owned company, and the Capitals already have ties to Courtney’s Place through veteran- and military-themed efforts.
How The Donations Work
Conrad said the nonprofit tie-ins do not automatically mean every beer sale triggers a donation. Instead, the team and brewery are asking bars and restaurants that carry the products whether they want to offer a voluntary “kickback” for the nonprofit connected to that drink, either through monthly contributions or at the end of the year.
He credited iWings with suggesting the donation approach once the nonprofits were attached. At a recent launch-related event, Conrad said iWings donated 50 cents per beer sold across all three products to Courtney’s Place Veterans Housing. He said the longer-term model may shift toward a smaller amount per beer, potentially 25 cents, once the final arrangement is set.
Conrad said he sees the project as a practical way to connect fan attention with community support while expanding the team’s visibility in everyday local spaces. “My new favorite word in business is exponential,” he said. “If we can all help each other, then it goes so much further than us just trying to do things for ourselves.”
Bars and restaurants interested in carrying the Salem Capitals-branded lineup can contact Conrad or Jim at Santiam Brewing, he said.