New Belgium Brewing

"You drink beer like it's your job." Well..... what if it was? (Due to high demand, these positions are full and will be for the rest of time.)

25 years of beer, bikes, and bemusement. This year marks a quarter-century of?Tour de Fat, the world’s greatest costumed bike parade born here in Fort Collins. Sustaining such an event for over two decades requires two things: a good story and a good cause. On a July evening in 1999, Greg Owsley sat in his backyard with JB Shireman, sipping Fat Tires and brainstorming ideas for a signature bike event to promote the brewery’s flagship beer. Sure, New Belgium already sponsored several bike events around Colorado, but Owsley – then Chief Brand Officer – aimed to devise an event that countered the rigor of the era’s competitive cycling culture, led primarily by Lance Armstrong and a little-known bike race hosted by the French. "Where did I first find magic in the bike?" Owsley thought. He reflected on those long summer afternoons as a kid, where he spent countless hours on the bike with friends – building obstacle courses, fixing playing cards to the tire spokes, and even re-enacting the Alamo with bikes as horses. How to invoke that sense childhood wonder for the masses? How to get thousands of adults to celebrate the bike? To act like kids again, if only for a day? Essentially, what would the inverse of Tour de France look like? “I said, ‘Tour de Fat,” Owsley recalled. “Maybe it was the beer, but Jeff laughed and we felt we were onto something. The anti-competition, a celebration of the simply joy of riding a bike, getting to pedal your inner freak, act like kids again, yeah, like that.” 25 years later, Tour de Fat has made its way through dozens of cities across the U.S., encouraging thousands of people to partake in pedal-powered parties and bond over beer. The event has also raised millions of dollars for bike non-profits, including?Bike Fort Collins,?Send Town Bike Club,?Fort Collins Bike Co-op,?and the Overland Mountain Bike Association. “Whenever I meet someone about to swap their car for a bike at Tour De Fat, I’m filled with joy for them,” says Bryan Simpson, former brewery ‘spokes’-man. “It’s up to each and every one of us to find a reason to celebrate living lightly on this planet. In my experience, you cannot beat the bicycle for that.” Join us at the brewery this Saturday for another day of weird and wacky, featuring?Paul Cauthen,?Shady Oaks, and?Decker Rush?& Friends. More info here: https://lnkd.in/gDzRJHdP

A classic, revived. First released in 1999, our award-winning Blue Paddle Pilsner showcases tradition, restraint, and simplicity in a crisp and refreshing lager. Brewed with noble hops and premium pilsner malt, this Czech-style pilsner pays homage to its roots with a name inspired by the tool once wielded by a colleague's grandmother to keep mischievous beer sippers in line. Available tomorrow exclusively at our Fort Collins and Asheville Liquid Centers.

Two iconic brands, one epic collab. This summer, we are joining forces with Vans to bring their iconic checkerboard “Off The Wall” and into your hands as a must-have limited edition Fat Tire can. It’s all in the name of conservation; proceeds donated to Sustainable Coastlines Hawaii, dedicated to inspiring communities to care for our oceans and beaches. And don’t miss the hyper-limited capsule collection at DrinkFatTire.com (the shoes are so awesome!)

Vans, now crafted for your hands. As unconventional originators, Fat Tire and Vans have come together to champion existence outside the norm. But the people you share this beer with and the places you enjoy it are what's important. Together, Fat Tire and Vans are proud to support Sustainable Coastlines and their work inspiring local communities to care for their oceans and beaches. Find limited edition Fat Tire x Vans cans near you: https://lnkd.in/g_NinU5Z

Lauren Limbach, our Wood Cellar Director & Blender, ~adores~ the smell of violets. So, for our third Blender Project release, she set out to capture the magic of the violet using each part of its form. In the wild, violet flowers exude a floral, raspberry scent, whereas violet leaves impart notes of cucumber and freshly-cut grass. To recreate this in beer form, we acidified our golden base beer with our house cultures in foeders, and after six months, transferred and infused the base with violet flowers, orris (iris) root, and violet leaves. The beer’s name — Fleeting Violet — refers to an aromatic phenomenon unique to violet flowers. At first sniff, the aroma is present and distinct, then it’s gone, then it reappears. Our brain’s scent receptors shut down the aroma compound (ionone) and returns it moments later, gifting us with the fragrance once more. This might be why violets are describes as having a 'flirtatious' quality. If you'd like to flirt with this exclusive wood cellar release, visit our Liquid Centers or buy now online: https://lnkd.in/gRbFMQZi

Today marks 33 years of New Belgium. That's 12,053 days of great people brewing great beer and having a hell of a great time doing it. In that time, so much has changed throughout our company, particularly here at the Fort Collins Mothership, where these snapshots were taken during its earliest days. To understand the layout of this 'Frankenstein' brewery is to understand how it came to be. Having outgrown our three-year-old production facility, we moved down the street to 500 Linden in 1995. Ever since, the physical brewery has grown with the brand, and the addition of a second brewhouse, a wood cellar extension, another bar, a packaging facility, and a water treatment plant to the original structure has created a labyrinth that boggles the minds of new hires and visitors alike. Thus, finding the original locations for these photos took a group effort, given that some of these spaces no longer exist in their original form. But it speaks multitudes to our culture that many coworkers who were around in 1995 are still here today, helping the newer ones find their way around, and taking the time to share a rich history that only a handful of breweries in the U.S. can claim. Here's to the next 365 at New Belgium, one more year of "one more beer?"