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.