New Belgium Brewing Company
is a regional brewery
located in Fort Collins
. In 2006, it produced approximately 436,000 barrels
of its various labels.
, an Amber ale
, is the company's flagship beer. The recipe originates from a co-founder's bicycle trip through Belgium
from brewery to brewery. The company promotes its Fat Tire ale locally by the public placement of colorful vintage bicycles outside its brewery, which is located adjacent to the public bike path along the Cache La Poudre River
In 2006 NBB changed its logo. They did so because the company realized that beer drinkers could identify the Fat Tire label, but "didn't recognize the brewery label, or make the connection that New Belgium brewed Fat Tire and other best-selling brands, such as Sunshine Wheat." The company's new logo "pays homage to the well-known Fat Tire brand bicycle" drawn by Anne Fitch.
Before 2006, New Belgium distributed in only 15 states (Washington
, New Mexico
). In Spring 2006, the brewery began to distribute some of their beers in other markets. For example, bottles of Fat Tire distributed in Chicago
claim "Chicago Inaugural: The 1st Fat Tire Ale served (legally) in the second city." In June of 2007 Fat Tire, Skinny Dip (New Belgium's Summer seasonal), 1554 and Mothership Organic Wit became available in Illinois in 6 packs of 12 ounce bottles. By the summer of 2007, New Belgium expanded distribution again to include select areas of the Minneapolis-St. Paul Minnesota
metro area and Iowa
. As of July 2008, Fat Tire is also served in Tennessee
Business and energy practices
The brewery was founded by husband-and-wife team Jeff Lebesch and Kim Jordan in 1991 and emphasizes eco-friendly
practices and employee ownership
in its marketing materials. It is located in northeast Fort Collins near the Cache la Poudre River
on the grounds of the former Great Western Sugar
New Belgium Brewery has made it a goal to be entirely wind-powered. Rather than directly using wind-generated power, the brewery elects to pay an increased rate for their electrical energy, which is supplied by the City of Fort Collins Utilities in order to ensure it comes from the cleanest source possible. About 10% of the brewery's power comes from methane gas created as a byproduct of their on-site water treatment plant.
Tour de Fat
Tour de Fat
is an annual pro-bike tour sponsored by New Belgium. The events, which take place in various large cities around the West, include music, New Belgium beer, circus-type performances, bicycle dance troupes, and the main event: a giant group bike ride/parade where everyone dresses up in costumes and rides through town. One huge part of the event is a bike trade, in which a local participant transfers the keys and title to their vehicle to New Belgium, in exchange for a new commuter bike and trailer in order to promote bike riding and sustainability.