On January 17, Fat Tire beer announced the wholesale reimagining of its 32-year-old recipe and brand to inspire the next generation to champion better beer and a better planet.
This includes shifting Fat Tire’s core Amber Ale profile to something “crisper, brighter, and even better.” Fat tire has also redesigned the beer’s look to inspire the next generation of beer drinkers to join New Belgium in the growing movement around climate action.
“Fat Tire has spent three decades at the center of the craft beer movement. Now, it’s time to widen the circle and inspire the next generation, too,” said New Belgium Brewing CEO Steve Fechheimer….
“We’ve made Fat Tire even better at what it’s always done best – taste delicious, bring people together, and spark our customers to engage in the climate movement. It’s our sincere hope that beer fans – whether they love the planet, simply love great beer, or both – will embrace the chance to change along with us.”
Significantly different from its original Amber meets Märzen meets slightly Belgian Ale the revamped Fat Tire beer is being promoted as being “easy drinking, with a medium body, crisp finish, and deep gold color.”
“Longtime Fat Tire drinkers will clearly recognize the original Fat Tire flavor when tasting the new recipe,” said New Belgium Brewmaster Christian Holbrook, who revamped the beer. “So far, many are telling us they prefer the crisper, brighter version and feel excited for the change.”
Since New Belgium’s founders first brought Belgian-style beer to the US in the early 1990s, the Fat Tire beer brand has been out front on climate action and advocacy through a 360-degree approach that’s unique among consumer brands.
New Belgium’s recent actions include:
- Investing in aggressive carbon reduction initiatives toward its science-based targets to continually lower Fat Tire’s footprint – from solar, biogas and solar thermal generation at our breweries, to funding climate-friendly barley breeding research, to supporting our packaging and malt suppliers in reducing their own climate impacts.
- Becoming certified as America’s first carbon neutral beer and giving its blueprint away to competitors for free.
- Brewing innovative beers like Torched Earth Ale, made only with ingredients that would be available in a climate-ravaged future and designed to kick-start a new consciousness about climate threats to things we love, including beer.
- Donating more than $17 million to frontline climate organizations through its $1 per barrel philanthropy commitment.
- Holding big corporations responsible for the majority of global emissions accountable with innovative tools that enable customers to take direct action.
- Providing leadership as part of climate policy coalitions working at the federal, state, and local level, with recent successes like the Inflation Reduction Act and Colorado’s Producer Responsibility for Recycling bill.
“We’ve always believed that businesses and brands can play a powerful and unique role in supporting climate solutions – not only by reducing emissions, which is paramount, but by mobilizing our customers to join the movement,” added Fechheimer. “We will continue to find new ways to use our resources and engage our community to help save our planet, which happens to be the only one with beer.”
( All image credits: New Belgium Brewing)