New Belgium Brewing toasts PeopleForBikes in honor of National Bike Month
May 06, 2013
Thanks to our bike-loving friends at New Belgium, the smiling PeopleForBikes logo is found hugging every bottle of New Belgium Fat Tire and Ranger IPA nationwide through the end of May.
It’s no secret that the folks at the nation’s third-largest craft brewery are a little wild about bikes. A red cruiser takes center stage in their logo and on the label of their famous flagship ale—appropriately named “Fat Tire.” New Belgium employees receive a cruiser bike on the first anniversary of their hiring. After five years of service, employees are invited to tour Belgium’s finest breweries by bike. Throughout the year, the brewery organizes rides for employees and races for the local community. They love bikes so much that they were willing to give up label space to help us get the word out about our (not so little) movement.
“New Belgium is honored to help spread the good word of the bicycle and encourage folks to sign the pledge,” said Michael Craft, Senator of Tour de Fat Non-Profit Relations. “Much like beer, bicycles make people smile and smiling is something we could all use a bit more of these days. Our brewery is so rooted in bicycles, it just makes good sense to use our craft to encourage advocacy.”
New Belgium has supported PFB in numerous ways over the years, such as inviting us on the Tour de Fat. Tour de Fat is a massive bike party/parade on tour. In 2012, it visited 15 cities. While the theme of Tour de Fat is “circus freakshow,” it’s probably one of the most mainstream bike events out there. We’ve attended many Tour de Fats to collect pledges for PFB, and we are always surprised by how many bike nuts the event creates.
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