S5 Episode 4: The Creation of a Winning Look

We made a soccer jersey. And it was a big, cool project.

First: we collaborated with soccer apparel legend, Umbro.

Second: we enlisted the help of one of the people behind the most exciting new soccer team in the country (the world?) The Portland Hearts of Pine.

Third: we designed it ourselves.

To hear from the team that put this jersey together—and how it helps to deliver the authentic excitement for the beautiful game to Allagash fans all over—listen to this episode.

Transcript

[Intro]

BRETT:
You know what? Let’s dive in. We’ve already had some good chitchat here.

This is For Maine With Love, an Allagash Brewing podcast where we talk about beer, our community here in Maine, and things that generally make us happy.

And we’ve got some special guests with us today.

First, Todd Beaulieu—did I say that right? Beaulieu?

[Introductions]

TODD:
It’s Beaulieu.

BRETT:
Beaulieu. Man, I’ve been working with Todd for ten years and I still don’t say his name out loud enough to get it right.

Todd is our Senior Graphic Designer and Illustrator—good to have you.

TODD:
Thanks for having me.

BRETT:
And we’ve got Burke Cherry. I wrote down your title as “soccer knower.” What would you prefer?

BURKE:
That works. Or “soccer guru.”

BRETT:
I had “soccer guru” before. Maybe “soccer whisperer”… “bard of the ball”?

BURKE:
Just riffing!

[Icebreaker Questions]

BRETT:
We always start with a secret question. Todd, you’re up:
What is your current favorite unit in Warhammer 40K?

TODD:
Wow, we escalated quickly.

I’m a competitive Warhammer 40,000 player—and right now, jump pack intercessors. Great utility for the cost.

BRETT:
An amuse-bouche of Warhammer for our listeners.

BRETT:
Burke, your turn: What’s your go-to soccer feint?

BURKE:
Back when I had some pace—I’m 39 now—I loved a good nutmeg. Straight through the opponent.

TODD:
Always gets a reaction.

BRETT:
Yeah… mostly embarrassment.

[Main Conversation]

Burke’s Background & Maine Soccer

BRETT:
Let’s talk soccer. Burke, you’ve been instrumental in bringing Hearts of Pine to Maine. What’s your role been?

BURKE:
I come from filmmaking, but I’ve worked in soccer for 12–15 years—MLS, Liverpool, Chelsea, U.S. National Team, ESPN, Paramount.

During the pandemic, I came to Maine and connected with Gabe Hoffman-Johnson, who was building a USL club.

What drew me in was the idea of community-driven soccer. Smaller markets like Maine have huge potential.

BRETT:
Where did you see that potential?

BURKE:
Bars, for one. The Premier League culture was already here.

And once you start looking—soccer is everywhere in Maine. Kids ferrying to islands to play. Pickup games all winter.

It was always here—we just needed to shine a light on it.

The Growth of Soccer

BURKE:
Soccer’s been on an upward trajectory in the U.S. for decades.

• The 1999 Women’s World Cup was a turning point
• Every World Cup brings a spike in interest
• It’s now the second most popular sport among Gen Z

The growth now is happening in places like Maine.

TODD:
My kid chose soccer over baseball—and I’m convinced it’s because of Hearts of Pine.

BRETT:
That’s awesome.

[Allagash Meets Soccer]

Why Soccer for Allagash?

BRETT:
We’d carved out an “outdoorsy Maine” brand space—but sports was new territory.

You helped us see how to show up authentically in soccer.

BURKE:
It’s about locality. Soccer culture has to feel like the place it lives in.

And Allagash already embodies Maine.

The Jersey Idea

BRETT:
At first, I thought:
“A brewery making a soccer jersey? Who cares?”

Turns out—people care.

Choosing Umbro

BURKE:
Umbro is like Allagash for craft beer—heritage, authenticity, craftsmanship.

TODD:
Once we partnered with Umbro, it changed everything about the design approach.

[Designing the Jersey]

Concept & Color

TODD:
We moved away from Allagash’s signature yellow early.

Instead, we focused on deep blues from our river imagery—flowing, water-inspired stripes.

Crest Design

BRETT:
The crest was… complicated.

TODD:
We went through dozens of versions.

We landed on using the tap handle shape as the crest foundation.

And we added stars for World Beer Cup wins—just like soccer teams do.

Details & Easter Eggs

• “Allagash” across the chest (like a sponsor)
• Number 95 for the brewery’s founding year
• Embedded leaf textures
• Umbro chevron details

BURKE:
It feels both modern and rooted in soccer history.

[From Product to Platform]

Beyond the Jersey

BRETT:
Once we had the jersey, everything expanded:

• Hats
• Scarves
• Posters
• Store displays
• Watch parties
• Promotions and giveaways

TODD:
We unintentionally built a whole “Allagash Soccer Club” identity.

Community Impact

TODD:
People at the brewery are talking about soccer every day now.

BURKE:
That’s what happens when you build something authentic—people rally around it.

[Maine Identity & Culture]

BURKE:
Maine is more than “Vacationland.”

It’s DIY, independent, community-driven—and that shows up in:

• Allagash
• Hearts of Pine
• Local culture overall

BRETT:
That DIY spirit is everywhere—even this jersey. Todd designed it from scratch.

[Wrap-Up]

BRETT:
If you want to experience soccer with Allagash:

• We’re hosting watch parties
• Showing World Cup matches
• Supporting Hearts of Pine

Check our website for details.

[Closing]

BRETT:
Thank you, Burke. Thank you, Todd.

BURKE:
Thanks for having me.

TODD:
This was fun.

BRETT:
This has been an Allagash Brewing production.

If you have a question or topic for us, email podcast@alagash.com.

And as always—thanks for listening.