New Belgium Brewing Gets Into The Meat Biz

Sustainability has forged an unlikely alliance. New Belgium Brewing and Niman Ranch, a major sustainable beef and pork producer, have partnered to introduce a new Line of Fat Tire meat products.

We sure didn’t see this one coming…

A new line of sustainably raised meat products featuring Fat Tire Amber Ale debuted at the 2019 Fancy Food Show in New York over the weekend generating considerable buzz. In March Budweiser announced a new beer/meat line targeting millennials. But this was the first time a major craft brewer has associated its beer with meat products.

And according to the news release it was both companies commitment to sustainability that led to a new line of meat products featuring New Belgium’s flagship beer.

This from Leah Pilcer Director of Communications and PR for New Belgium…

“Our shared missions to make the world a better place brought us together and our passion for good food and drink solidified our partnership. We could not be more proud to enter into the food arena alongside Niman Ranch and their network of independent sustainable family farmers.”

With a prominent launch of the new line at the Fancy Food Show in New York City, the celebration of serious beer and the largest farmer and rancher network in the Western Hemisphere to be 100 percent third-party-certified under the Certified Humane® program, was an instant hit…

“The booth included a living wall and bicycle tires, along with a bar serving freshly brewed Fat Tire Amber Ale and roving signature bicycles. The sampling of one of the most recognized names in the craft beer industry and a highly regarded meat company brought attendees a fresh idea to reach millennial audiences who are concerned with how their food is produced and support value-driven brands.”

The new line includes five items as part of a complete BBQ collection: Fat Tire Beer Bratwurst, Fat Tire Spicy Cheddar Beer Bratwurst, Pulled Pork with Fat Tire BBQ Sauce, Shredded Beef with Fat Tire BBQ Sauce, and St. Louis Ribs with Fat Tire BBQ Sauce. All items are uncured and fully cooked.

The partnership which pairs Niman Ranch’s Certified Humane pork and beef raised by independent U.S. family farmers, without antibiotics or hormones, and New Belgium’s award-winning Fat Tire Amber Ale “came together over beers and brats,” according to Chris Oliviero, General Manager of Niman Ranch….

“Both brands are mission-driven and committed to using our platforms for good, leading on sustainability and ensuring our precious natural resources are protected for future generations. At the same time, we’re preserving the livelihood of independent U.S. family farmers and ranchers and the rural communities where they live and work.”

The new Niman Ranch New Belgium line will be available in specialty stores across the country beginning in August…