New Belgium Brewing’s Fat Tire, America’s first certified carbon neutral beer, has established a serious commitment to climate action. And with snowfalls coming later and later each year, more than half of all cities that previously hosted the Winter Games will be too hot to host again over the coming decades.
New Belgium thinks that big corporations hold the power to save the Games (and the planet) by making climate action a priority, and although many top sponsors of this year’s Winter Games are doing their part, many are not.
And Fat Tire Amber Ale, which was introduced by Fort Collins, CO-based New Belgium Brewing in 1991, is advocating that they should.
Ahead of the Winter Games Fat Tire is launching a campaign urging the International Olympic Committee (IOC) to require that companies seeking to advertise around the Games must adopt strong 2030 climate action plans to qualify as official sponsors.
“The IOC has shown leadership in adopting its own climate action plan, and now it’s time to use their influence to push big companies to do the same by requiring climate leadership from all future sponsors,” said New Belgium CEO Steve Fechheimer. “Companies that want to show love for winter sports should be invested in protecting their future, too.”
To get beer drinkers and winter sports-lovers even more involved, Fat Tire and Protect Our Winters, a non-profit group that engages the snow sports community to take action against climate change,.have launched a petition telling the IOC that if big corporations want to profit from the Winter Games, they need to invest in winter’s future through real climate leadership.
There’s also a climate action beer…
As part of the brewery’s latest initiative, Fat Tire is releasing “Point of Snow Return.” (Great name!), a winter-friendly dark Helles Lager brewed with spruce tips. And a 100% of its sales will go to support the efforts of Protect Our Winters.
Fat Tire’s “Point of Snow Return” is a follow-up to last year’s breakthrough release of “Torched Earth” a deliberately awful tasting beer made with ingredients from a climate-ravaged future.
Along with “Torched Earth,” Fat Tire raised awareness around the reality that two-thirds of Fortune 500 companies still don’t have a 2030 climate plan, and launched a simple tool allowing users to see which companies have shown climate leadership and urge those still lacking action to step up.
“As a snowboarder, I’ve witnessed firsthand the detrimental effects climate change is having on winter,” former Olympian and professional snowboarder Danny Davis added. “As a former Olympian, I believe it is the duty of those sponsoring an event that relies on cold weather and healthy snowpack to invest in meaningful climate plans.”