There's the intended "craft" imagery, whether the exact word is used or not:
Brewery goes to bat with the Atlanta Braves (CNBC)
Terrapin Beer Company is stepping up to the plate.
The Athens, Georgia-based brewery is opening a taproom and "brew lab" adjacent to SunTrust Park, the new home of Major League Baseball's Atlanta Braves, which will open next season.
"To have the Braves behind us with their branding and their fan base, I'm very excited," said Brian "Spike" Buckowski, Terrapin's co-founder and vice president of brewing ...
Then there's what it's really about:
... The deal is part of a multiyear partnership between the Atlanta Braves and MillerCoors (NYSE: TAP), whose Tenth and Blake craft division purchased a full ownership in Terrapin in July after owning a minority stake since 2012. Terrapin produced 57,000 barrels of beer last year, up nearly 25 percent from 2014.
MillerCoors is no stranger to the brewery connected to a baseball stadium concept.
Another Tenth and Blake brand, Blue Moon Brewing Company, has operated The Sandlot Brewery inside Denver's Coors Field since 1995.
It's bad enough that SunTrust Park is a paean to suburban sprawl. Now it gets to be a shrine for mockrobrews, too.