Eastern New Mexico University (ENMU) has announced a partnership with Rio Bravo Brewing Co., a New Mexico-based brewery, to launch Rooing Hound Brew, an officially licensed beer. The new product is designed to reflect the university’s Greyhound mascot and its associated spirit.
The label for Rooing Hound Brew was created by ENMU graphic artist and alumna Samantha Molina. It features a Greyhound making the characteristic "rooing" sound, which is unique to the breed.
James Johnston, chancellor of ENMU, commented on the collaboration: "We are honored to partner with Rio Bravo Brewing Company on this project. We appreciate their support of Eastern New Mexico University in creating this unique beer and co-branding with us."
Lindsey Baker, head of brewing and operations at Rio Bravo Brewing, described the beer as more than just a beverage. "The Rooing Hound Lager is more than a beer—it’s a celebration of community, tradition, and unleashed energy. Whether you're tailgating on game day or swapping stories under the desert sky, this is the brew that keeps the pack together," said Baker. "Rio Bravo Brewing Company is honored to present to you the first Eastern New Mexico University official beer. Rooing Hound Brew—this is the taste of Greyhound pride, unleashed."
Distribution for Rooing Hound Brew will be managed by Admiral Beverage. The product will be available soon in Portales, Clovis, and Albuquerque. More information about Rooing Hound Brew can be found on Rio Bravo Brewing Company's website at riobravobrewing.com.
