THERE’S NO CRYING IN BEER
TOGETHXR x Bronx Brewery — “There’s No Crying In Beer”
Role: Art Director
Type: Brand Partnership, Consumer Product, Packaging, Experiential
Client: TOGETHXR × The Bronx Brewery
Launch: September 2025
Women’s sports fandom is about more than what happens on the field—it’s also about the communities coming together to watch, celebrate, and raise a glass to the athletes they love.
TOGETHXR partnered with The Bronx Brewery, a brand rooted in community, creativity, and inclusion, to create a beer made for exactly that: There’s No Crying in Beer, a handcrafted citrus lager celebrating the joy of women’s sports and the momentum behind Everyone Watches Women’s Sports™.
The Concept:
There’s No Crying in Beer is a playful nod to the iconic line from A League of Their Own, connecting today's women's sports boom with the pioneers who helped make it possible. For the packaging, we took inspiration from the beer itself. The citrus lager became the foundation for a collection of playful fruit stickers that gave the can its own personality—including an “Orange You Glad” orange raising a glass. A subtle reference to the uniform patch from the film ties the design back to the inspiration behind the name, while Everyone Watches Women’s Sports™ brings the collaboration firmly into the world of TOGETHXR. The result is a design that feels joyful, nostalgic, a little cheeky, and made to be enjoyed while watching the game.
“With There’s No Crying in Beer, we’ve carried the same sentiment and momentum surrounding ‘Everyone Watches Women’s Sports’ while celebrating the pioneers who got us here. For the label design, we drew inspiration from best-selling beer itself – a citrus lager – by reimagining the label as a series of playful fruit stickers, including a cheeky ‘orange you glad’ sticker of an orange raising a glass, and a subtle reference to the team’s uniform patch in the movie to tie it all together.”
Launched through a dedicated women's sports watch party, the collaboration connected product, culture, and community in one experience while extending Everyone Watches Women's Sports™ into an unexpected new space.
The Team:
TOGETHXR Art Director: Hayley Lane
TOGETHXR Graphic Designer: Sarah Nguyen
Bronx Brewery Creative Director: Jose Ruiz