Beverage Industry

New Belgium Brewing turns 20

February 22, 2011

New Belgium Brewing, Ft. Collins, Colo., said that in celebration of its 20th anniversary the brewer of Fat Tire will take a “Joy Ride” through Labor Day.. A folding Mad Magazine style print campaign kicks off the first half of the celebration, followed by interactive Fat Tire story sharing with fans and the release of a New Belgium Super Cru variety in June.
 
The initial print campaign focuses on the inherent tension of creating the famously well-balanced Fat Tire.
 
“It’s the hardest beer for us to make,” said New Belgium Brewmaster Peter Bouckaert, in a statement. “The hop/malt balance required makes me pull out what little hair I have left… [but] the Belgian inspiration, the elegance – it’s worth every ounce of frustration.”
 
In the same two-page spread — the first ever from New Belgium — Kim Jordan, New Belgium chief executive officer and co-founder, reflects on Fat Tire’s early success.
 
“We began by taking mixed cases of homebrew to parties,” Jordan said, in the ad. “Fat Tire was the go-to beer even then.”
 
The first half of the Joy Ride campaign focuses on New Belgium employee Fat Tire stories, including a series of mail-able coaster cards and online video content. In June, New Belgium plans a surprise showstopper, and fans will be encouraged to submit their stories for a chance to win a 20th anniversary Fat Tire cruiser bike.
 
June also will see the release of New Belgium Super Cru — a riff on the classic Fat Tire that is still in development.