Fort Collins, Colo.-based craft brewer New Belgium Brewing Co. joined the Minds + Machines Pioneer Program for .beer URLs. New Belgium will be one of the first breweries to use and promote the .beer domains, which include newbelgium.beer, nbb.beer, sour.beer, find.beer and more.
The find.beer URL will link New Belgium consumers to a beer-finder service for locating New Belgium beers across the country. Similarly, the sour.beer URL will be the new online home for New Belgium’s sour beer program.
In addition, the craft brewer plans to integrate each individual .beer brand site into its marketing and social media campaigns in the coming months.
"We love the fact that beer now has its own domain on the Internet, and we're excited to be part of that right from the beginning,” said Kevin Darst, digital marketing director of New Belgium, in a statement. “Specific .beer websites allow us the freedom to create new ways for customers to interact with us, through easier search, exclusive promotions and sneak previews of the many new exciting innovations coming from New Belgium over the next year."
Minds + Machines has set up a Pioneer Program for .beer, welcoming notable beer brands and personalities to take their pick of available premium and standard names to promote themselves and the .beer top-level domain.