There’s a difference between putting your logo on a can and putting your club’s personality into it.
At The Club at Wynstone (North Barrington, Ill.), Executive Chef Andre Skula and the club’s General Manager, Jason Waters, wanted something more than a private label. They wanted a product that captured the spirit of their membership and reflected the kind of attention to detail that defines the club’s entire experience.
So they brewed their own beer.
“We wanted to offer something our members couldn’t get anywhere else,” says Skula. “Not a relabeled product. Something that was actually ours.”
Working with 9th Hour Brewing, a small operation in Lake Villa, Ill., owned by Skula’s former high school teacher, the team created a crisp, easy-drinking pilsner-style ale. At just 3.6 percent ABV, the beer is designed with golfers in mind. “We wanted it to be light so members could enjoy more than one out on the course or at an event,” he adds.
The beer is available in cans and kegs and makes appearances at club tournaments, dinners, and special events. It’s also popular as a holiday gift and as a conversation starter at the bar. The project has been running for over five years and now includes seasonal brews for the colder months.
What sets the program apart is how hands-on it is. Skula and the team helped develop the recipe, design the can, and even created a custom tap handle using branded golf balls. Staff participate in the brewing process, which not only builds knowledge but builds camaraderie.
“Going to the brewery, helping with the process, seeing how it all comes together—it’s great for team building,” says Skula. “There’s a pride that comes with knowing you helped make it.”
That sense of ownership carries through to the members, who often show the beer off to guests as something uniquely theirs.
The margins don’t hurt either. The cost per can is around $2.50, with a sell price of $7.50. But the return goes far beyond the numbers.
A Smart Play for Clubs
For other clubs, this kind of program checks multiple boxes. It deepens the member experience, builds internal culture, supports local business, and tells a story that’s easy to rally around.
Many breweries will offer private-label programs, but Skula recommends taking it a step further. “Don’t just slap your logo on a standard beer,” he says. “Work with the brewer. Play with the flavor. Design the can. Make it yours.”
Involving staff and inviting members into the story of the beer can lead to stronger engagement, especially for younger members who value authenticity and experience over tradition. “It’s about adding a personal touch to the club,” Skula says. “People can feel when something’s done with care. They respond to that.”
