The Kalamazoo Growlers have revealed an alternate logo as the team pays "homage" to Kalamazoo's beer history".

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The team says this alternate logo is two-fold, not only "highlighting the rich history of craft beer in Kalamazoo and (it's) the first homage to the secondary meaning of the team’s original name. The logo is a fierce, brown jug with a handlebar mustache ready for battle with a bat in hand." The Growler's main logo is a Michigan black bear.

This is not the first alternate logo. The promotionally minded and savvy team has also donned a "Mac Daddies" logo and outfit for a Father's Day promotion and has been a sponsor of a Mac and Cheese Festival at the ballpark.

For the non-beer drinkers, a growler is a glass container or a jug used for carry-out and sold at craft breweries, microbreweries, and brewpubs. The Growlers say its namesake is popular with breweries because of its 'ability to hold carbonation indefinitely, and for upwards of a week when first opened. They can also be refilled when empty".

The release also says according to its research, "Kalamazoo has the 5th-most breweries per 50,000 people with 10.

The team will wear the new logo with new uniforms at the team’s opening weekend on June 3 & 4th against the Rockford Rivets.

While alternate jerseys and logos are more a marketing move to generate sales, they seem to be popular with fans who like to wear their favorite teams' insignias and outfits. Even teams with popular uniforms like the Detroit Red Wings and Chicago Blackhawks have or have had alternate black jerseys for special occasions. Major League Baseball last year debuted its City Connect uniforms and caps which have been generally well-received, and many teams have also worn throwbacks as a salute to the Negro Leagues.

(Kalamazoo Growlers via You Tube)

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