A consistent, lip-smacking, thirst-quenching product is all important to craft brew makers in central Ohio, but many of them apply another important element of their business-theme.

A consistent, lip-smacking, thirst-quenching product is all important to craft brew makers in central Ohio, but many of them apply another important element of their business-theme.

"We are OSU alumni, and since we are in Columbus we wanted to give a subtle nod to Ohio State," says Walt Keys, the creative director of Land-Grant Brewing Co. in Franklinton.

Land-grant universities were developed in the states on federally controlled land and were recipients of federal funding in the 19th century to help focus education beyond the liberal arts. Ohio State is one of those schools.

"We didn't want to be over the top, but there are land-grant universities in every state," Keys says. "People in Columbus get it."

Much of the brewery's beers have a vintage look, and the company is sponsoring a Pennant Project, encouraging customers to bring in the missing land-grant pennants absent from the walls of the taproom. As of last count, they need 27 to add to the 43 that currently decorate the walls.

There's a payoff. Customers can sign the pennant they bring in for "bragging rights," and they will receive a commemorative Land-Grant brewery pennant and a pint glass.

In an altogether different direction, the Four String Brewing Co. in Grandview is a not-so-subtle reference to a bass guitar, the instrument of choice for owner and brewer Dan Cochran. Cochran has played with an extensive list of bands around the country, and for him connecting music to beer was easy.

"These things go hand in hand you see, beer and rock . . . they both need heart to survive," the brewery's website says. "These are the Four Strings: Water, Malt, Hops, Yeast. These are the simple notes to be played in complex order to create a masterpiece that keeps them coming back for more."

One does not need to be a Mensa member to figure out the direction Tarry Summers is headed with his Pigskin Brewing Co. in Gahanna. Besides the gigantic "beer" scoreboard, the taproom and patios will feature two 75-inch and ten 42-inch flat screen televisions.

If the name and screens are not enough of a clue, his beers include the Undefeated IPA, Kickoff Brown Ale, Laces Out Hefeweizen, Porterback Porter and the Gose All The Way, a Gose-style beer.

And finally, the brewery's tagline: "Victory in every sip!"