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New Belgium Brewing 2010 Clipbook


An all-in-one document showcasing the top media placements and PR efforts for the year.

An all-in-one document showcasing the top media placements and PR efforts for the year.

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  • 1. New Belgium Brewing Media Presence 2010
  • 2. Table of 4 to 19February............................................................................................... page 20 to 32 to 45 to 58 to 78 to 89 to 102 to 119 to 142October.................................................................................................. page 143 to 153 to 167December.............................................................................................. page 167 to 181
  • 3. page 
  • 4. Kim Jordan: Chief Executive Officer and Beer Lover | Patrick DoyleJanuary 1, 2010 page 
  • 5. page 
  • 6. The Beer Can Revolution | Heather JohnJanuary 1, 2010 page 
  • 7. page 
  • 8. Branding focuses on more than just company product | Ed SealoverJanuary 1, 2010Marketers and business people agree: It’s past time when a business could just advertise its products andservices and expect customers automatically to respond.At a time when consumers are deluged more than ever with broadcast, print and Internet advertising vyingfor their attention, companies are being forced to connect on a deeper level than just proving their corecompetence.Companies ranging from nationally distributing breweries to one-person consulting shops are putting moretime and money into branding themselves and selling the personality of their companies. Sometimes thatmeans a focus on an individual’s vision or philanthropic leanings rather than on product quality.The pros say this trend, which began five years ago, is here to stay.“I think the advent of social media and the Internet and the amount of information has been so overwhelmingthat there’s too much out there,” said Lida Citroën, a Greenwood Village-based branding expert with nationaland international clients. “On an emotional side, if I [as a consumer] need to feel safe and valued and you missthose things, it doesn’t matter how much you hit your budgets on time. … As human beings, we might act onlogic, but we buy on emotion.”That emotion can be created by painting a picture of a business executive as a trend-setter rather than justas someone hawking a product. With a water-filtration company that Citroën branded, she had the ownerphotographed at Red Rocks Park and Amphitheatre, and had him discuss on his website the problems causedby water bottles going into landfills. That made his message more about a healthy lifestyle than his product,she said.Citroën and her business, Lida 360, also worked with Carol Alm to reposition herself in the increasinglycrowded field of organizational and executive consulting.Alm had run her business for 10 years when the former associate dean at the University of Denver’s DanielsCollege of Business went to Citroën to try to brand herself as more than someone with experience. From thosemeetings, Alm was convinced she needed to accentuate her intuition and authenticity and, rather than sayingthat she has the ability to lead and motivate, began touting her “keen understanding of human nature andpossibility.”The rebranding enabled Alm to double the number of clients and more than double revenue in the second halfof 2009 from the first half, because she’s gotten larger projects — though she took down her website.Alm said that she’s been able to obtain business through word-of-mouth because she has a clearer identity andthat this new branding helps her to articulate more clearly what she does.“When people or corporations are looking to make a connection with a business, they need to have page 
  • 9. more. It sounds weird, but they need to have an emotional and spiritual connection to who they’re workingwith,” said Alm, who also plans to change the company name from Envision to Carol Alm & Associates. “I takeit back to 9/11 and the economy [then]. Something has to be different. We’re never going to be the sameagain. … My guess is it’s probably fairly permanent.”Those connections also can be forged by advertising more about what the company stands for than for what itmakes.Greg Owsley is marketing director (“brainstorm meteorologist” is his official title) for New Belgium BrewingCo. of Fort Collins. He said in most of the brewery’s ads, no more than one-third of the time or space evenmentions beer. Instead, the spots discuss New Belgium’s affinity for bikes, its reliance on sustainable energysources such as wind power or the story of how it went from a home brewery to a national power.Because every brewery touts quality ingredients, New Belgium wanted to find another way to connect. Tellingits story — especially in contrast to bigger national breweries — would make drinkers more interested in beermade by someone they could relate to, Owsley said. He agreed such a sell is more important now than ever,arguing that because people have limited spending power, they want more investment in where their money isgoing.“People are pretty jaded by large business,” Owsley said. “And people are getting laid off by corporations. Ithink there’s a real appeal — as people lose their jobs or they’re not getting raises or they’re on furlough — ofthat American dream of maybe starting their own business. And they like the story of someone who started abusiness in their basement.”What’s been surprising is the number of businesses that have come in for rebrandings even as many cutadvertising budgets, said Cynthia Forstmann, partner at Allegory Studios, an Eagle-based marketing firm. Asthey feel more crowded by advertising hitting consumers from every direction, business owners want to makesure they have the one message that can penetrate the crowd, she said.Sometimes that branding of one’s self goes beyond ads to involve workspace decorations or even the kind ofmusic that’s being played when someone walks into an office, Forstmann said.Such detail used to occur almost exclusively with large national companies, Citroën said. She pointed out thatVolvo, for example, has branded itself for years as the safe-car company rather than detailing why its vehiclesdrive well. What’s changing is the extent to which small companies or even individuals now believe suchbranding is essential to their ability to not just thrive but survive.“Over the past five years, the conversation about branding has gotten bigger. … I think the brand is bigger thanthe product,” Forstmann said. “If any product is going to compete with 10 or 15 messages, that message needsto be really strong.” page 10
  • 10. January 5, 2010New Belgium Solar PanelsSegment discussing New Belgium’s newest solar panel additions; seen during the 5 p.m. regionalbroadcast.No video available. page 11
  • 11. January 8, 2010Largest private solar array in Colorado installed at New Belgium Brewing Co. page 12
  • 12. New Belgium Ranger: To Protect, To Pour, To Partake | Ronnie CrockerJanuary 18, 2010 The FedEx box was here when I arrived Monday morning, with two bottles of Ranger IPA bubble-wrapped inside. Ranger is the newest in the Explore series from Fort Collins, Colo.-based New Belgium Brewing. The non-watercolor drawing of hops on the label hinted that this would be something different from the brewer best known for the ubiquitous Fat Tire and the well-regarded Lips of Faith series. All those are rooted in traditional Belgian styles. The Ranger, which has a Feb. 1 rollout date but could start showing up on local shelves by next week, is the company’s first American IPA. Spokesman Bryan Simpson explained that the company’s sales reps -- the so-called “rangers” who work in the fields, talking with distributors and beer drinkers -- had been clamoring forsomething big and hoppy.“Those guys really got the ball rolling,” he said.The IPA has been in the works for about two years. It will be available year-round, and Simpson said thecompany hopes to see Ranger among New Belgium’s top three or four sellers within a year.Made with three pounds of Cascade, Chinook and Simcoe hops per barrel, and balanced with pale and darkcaramel malts, Ranger should satisfy serious hopheads.Upon opening one bottle last night, Patricia and I both were immediately -- and pleasantly -- struck by thestrong floral aroma. I was expecting something with a bite, and the first taste didn’t disappoint. It was citrusyand hoppy, very clean. The early reviews on BeerAdvocate are strong as well, with an average grade of A-minus.It’s an enjoyable IPA and a good session beer.I was asked on Twitter last night how Ranger compared to New Belgium’s Mighty Arrow. For starters, it’s gottwice the IBUs, 70.Assistant Brewmaster Grady Hull, in a statement, elaborates on the departure from previous New Belgiumofferings:The Belgian tradition of thinking outside the box freed us up to create a beer we all love that falls outside aconventional interpretation of Belgian “style.” It was fun to play with some new elements -- this is by far thehoppiest beer we have ever produced. page 13
  • 13. And about those New Belgium Beer Rangers, they’ve got a great motto (at least in the advertisements): “ToProtect, To Pour, To Partake.”Grab A Beer: New Belgium Ranger IPA | Seattle Beer News | Geoff KaiserJanuary 20, 2010Intro:What’s this…an IPA from the Belgian-style beer masters over at New Belgium? Well,I’ve been a fan of their Might Arrow Pale Ale over the past couple of years, so I guessthis isn’t too much of a stretch. New Belgium is one of my favorite breweries around.Whether it’s their six-pack friendly Mothership Wit, or their outstanding La Foliesour brown ale, a beer from New Belgium in my hand usually makes me a prettyhappy man. I respect that New Belgium has done what they have in the world ofbeer without blowing us away with hops, but I’m not one to argue when they have achange of heart and decide to dump a bunch of hops into a beer.Description: Pours a clear golden amber with medium head. Earthy and citrus hoparoma comes through in abundance. Very forward hop nose. Taste is a mix of grassy,citrus, and earthy hops, with balancing malts that equal things out nicely but arenondescript. A significant bitterness finishes things off. A very nice, easy drinking IPAwith a pleasing blend of hops. This is a welcome six-pack beer for the IPA drinker who doesn’t like hops stuckup their nose and down their throats., and it is a perfect addition to the New Belgium lineup of year-roundbeers. Wide distribution and an affordable price could make this a very popular IPA. page 1
  • 14. Verdict:Buy itAvailability:This new IPA will be available year-round starting on February 1 in six-packs for about $7.99 and on draft.January 21, 2010New Belgium Beer MentionBrief segment on New Belgium’s Fat Tire; seen during 12 p.m. (noon) national broadcast.No video available.January 21, 2010Colorado Brewers May Tap Into Beer StimulusSegment on craft brewers in Colorado, specifically New Belgium; seen during 6 p.m. (noon) regionalbroadcast.Please see the DVD at the back of the clipbook for a complete video. page 1
  • 15. And The Top Ten Most “Sustainable” CEOs Are... | Nick AsterJanuary 26, 2010Thanks to everyone who voted and nominated during our Top Ten SustainableCEOs Survey. The results are in and posted below. (You can see the entirelist at the bottom of the original post, as well as the great conversations thenomination process produced).Before we get too excited about the ranking, I want to emphasize that therewas nothing scientific about this process and its real purpose was as muchto provoke conversation as it was to give recognition to some of our mostenlightened business leaders.It was also about challenging readers and leaders alike to ask themselves what the definition of “sustainableleadership” really is. In some cases these leaders have helped create products and services with positiveenvironmental or social impact, in others they have helped build a corporate culture that rewards andnourishes employees and stakeholders in new ways. Some are well known, others more humble. As you thinkabout the “winners” keep in mind the very loose and changing definition of the word “sustainable” and leavesome comments as to what it means to you.Finally – we plan to do a lot of following up as much as possible in our upcoming leadership series includinginterviewing as many of these folks as we can. Please contact us if you, or your company, is interested in beingprofiled in the upcoming series.Without further ado, the folks with the most votes were as follows:Yvon Chouinard, Patagonia (Owner/Founder) (30%, 407 Votes)Though not technically a CEO, Yvon Chouinard ran away with the top spot according to readers. Patagonia’s“Let my people go surfing” philosophy has enamored the company among those who strive to create anideal working environment where employees thrive and get more productive at the same time. Patagonia’senvironmental ethic is second to none, having helped found 1% for the planet and revolutionizing supply chaintransparency with their Footprint Chronicles, among many other things.George Siemon, Organic Valley Company (21%, 281 Votes)Organic Valley is not a company we’ve had closely on our radar, but evidently a lot of readers did. The companyformed out of a farmers coop in 1988 and has grown since then to encompass over 1,300 farms of varyingtypes and half a billion dollars in sales. Siemon himself was one of the founding farmers in the cooperative.Mick Bremans, Ecover (20%, 271 Votes)Recognized by Time Magazine as one of 2008’s heroes of the planet, Mick Bremans has been running Belgium’sEcover company since 1993. 3p’s Jen Boynton and I had the privilege of visiting Ecover’s headquarters lastsummer and can vouch for an impressively sustainable operation as well as a refreshing and open philosophyon work and life. page 1
  • 16. Jeffrey Hollender (Former CEO), Seventh Generation (16%, 225 Votes)Another legend in the cleaning products space is Jeffrey Hollender, whose excellent personal blog, InspiredProtagonist, reveals as much about him as the philosophy and culture that makes up the company. LikeEcover, Seventh Generation was built from day one on the principals of environmental sustainability and onrevolutionizing the toxic cleaning products industry to great success.Jan Blittersdorf, NRG Systems (15%, 198 Votes)Another Vermont company, NRG Systems has been making measurement systems for the wind energy industrysince 1982. The company’s headquarters runs entirely on solar power, wind and wood pellets.BethAnn Lederer, Working Wonders (13%, 182 Votes)BethAnn Lederer has built Working Wonders into one of the larger resources for green interior design materialand products for the home and workplace. Her company was another nomination that came from under theradar for us and we’ll look forward to learning more about her.John Mackey, Whole Foods (9%, 129 Votes)Despite recent conflicts about Mackey’s stance on health care and other issues, he remains a household namein the world of sustainable business. You have to have built an empire to earn his level of controversy, butthere’s no question that Whole Foods’ ascent has pushed other retailers and the mainstream public towardmore organic, more healthy eating.Jeff Lebesch and Kim Jordan, New Belgium Brewery (8%, 111 Votes)Mmm beer. In addition to producing excellent brews, New Belgium Brewery has almost single handedlybrought downtown Ft. Collins, Colorado to life – a tall order in the suburban sprawl of the front range. Witha wind powered brewery, most employees biking to work, and a corporate structure that includes the FourPrincipals of Sustainability, New Belgium bleeds green. Also, the Tour de Fat bicycle event is as fun as acompany sponsored party can be.Eric Schmidt, Google (7%, 101 Votes)Google’s slogan, “Don’t Be Evil”, has more or less been followed even if it’s meant to be tongue in cheek.From green buildings & data centers, to donating millions to worthy causes, to standing up to the Chinesegovernment, Google earns a prominent position on this list. Not manufacturing anything physical might makeembracing sustainability an easier task, but Google’s inclusion on the top ten is still well earned.Ray Anderson (Former CEO), Interface Carpet (7%, 90 Votes)Ray Anderson is so well known among sustainable business types, we often speak of a “Ray Andersonmoment” as being the moment when a CEO has an epiphany about his or her company’s impact on the worldand the fact that, most likely, there are a lot of negative externalities wrapped up in it. Some might wonderhow he didn’t earn the number one spot, but perhaps the fact that he’s number 10 speaks volumes about howmuch progress others have made.I’ll leave you with a classic Ray Anderson clip from the movie “The Corporation” which sums up his experienceand is something to which all corporate leaders should relate. page 1
  • 17. First taste: New Belgium Ranger IPA | Evan BennJanuary 27, 2010 New Belgium Brewing Co. in Fort Collins, Colo., is set to release its first India pale ale on Monday nationwide — including St. Louis — and the brewery hosted a sneak-preview party last night at Mad Art Gallery (a stone’s throw from A-B) to showcase the beer for distributors, retailers and media. The Ranger IPA — named for the “Beer Rangers” who help promote the brewery’s products in the 26 states where they’re sold — will become a year-round offering priced in line with New Belgium’s popular Fat Tire, 1554, Mothership Wit and other beers. It’ll be sold in 12- and 22-ounce bottles. While other U.S. craft breweries have been producing IPAs for years — evenamping them up into the double and triple IPA categories — this is the first very hoppy beer that New Belgiumhas produced, so the company is putting a lot of marketing heft behind it.Ranger IPA is brewed with about 3 pounds of hops per barrel, and it clocks in at 6.5 percent alcohol by volume.For my tasting notes on this and other newly released beers, check out the Feb. 12 Hip Hops column in thePost-Dispatch’s Go! magazine.(4 votes, average: 5.00 out of 5) page 1
  • 18. New Belgium’s Ranger IPA debuts at Falling Rock | Jonathan ShikesJanuary 29, 2010 “So it’s about time that the state’s largest craft brewery (& 3rd largest in the US) FINALLY makes something Hoppy,” writes Chris of the Falling Rock Taphouse in the periodic e-mail newsletter he sends out. And he couldn’t be more right. I know that overly hoppy beers aren’t everyone’s favorite style (although I am a hophead extraordinaire), but I’ve often wondered the same thing about New Belgium Brewing. It makes some great beers: Frambozen, 1554, Trippel, and a couple from the Lips of Faith series, as well as a few that I’m not a big fan of (Fat Tire among them). But the Fort Collins-based brewer has always seemed to shy away from the big hop bombs.That changes on February 1 when New Belgium releases Ranger IPA, a 6.5 percent alcohol-by-volume brewthat uses Simcoe, Cascade and Chinook hops. For a sneak peak (taste) of this beer, though, head to Falling Rocktonight, where it will be on tap at 5 p.m.Ranger was named for the company’s 26-state sales team, which it calls “beer rangers” - and requested bythem as well. “Rangers, fans and craft lovers everywhere were searching for hoppier beers,” the company saysin its explanation. “While IPA is not a Belgian style, and our brewmaster prides himself on not brewing to stylebut to imagination and salivation, we agreed that a New Belgium IPA was in order.As an exalted member of the media, I was allowed an even sneakier, sneak peak (taste) of Ranger, courtesy ofthe brewery, which mailed me two bottles of it.And it has some good points and some bad. On the good side, it is unmistakably hoppy, with a bitter, slightlyfloral goodness that comes from the cascade and chinook hops. On the other hand, it has a somewhat brassyflavor and lacks a malty balance. New Belgium fans will likely enjoy it, though, as it also carries the brewery’sdistinctive earthy tones.All in all, I would congratulate New Belgium on trying something different and encourage the brewery to keeptrying. My suggestion would be to look at something like San Diego County-based Stone Brewing’s VerticalEpic, which is an enormously hoppy Belgian-style porter brewed with chocolate malt and vanilla beans. page 1
  • 19. page 20
  • 20. February 1, 201025 Best New Beers in America page 21
  • 21. Green your Super Bowl party with vegan football, organic chili, local brews | WendyFebruary 2, 2010KochPerhaps your Super Bowl party Sunday should be a time to go wild and be wasteful, but since this is the GreenHouse community, I can’t resist passing on tips by other bloggers for an eco-minded good time.Mother Nature Network has a short video, see above or click here, on ways to green your party, starting with aFair Trade Sports football that’s entirely vegan (no animal products were used to make it.) It encourages you toserve food and beverages-- chili and beer, of course -- that are organic or locally produced. It also urges you torecycle or compost whatever’s left over.Here are other tips:In her Green Mom blog, Beth Aldrich suggests: -Send out electronic invites or emails; about 1/3 of all household waste is paper -- cut back on invites and save some trees. -Using sustainable serving wares is a great way to make your party green and still convenient and functional. In other words, you want the convenience of using disposables, but you don’t want to create a ton of waste. Chicago-based Solo Cup recently rolled out a line of plates, bowls and containers called Bare by Solo, which are made from compostable, renewable or recyclable materials. -Don’t buy decorations you’ll use once and throw away, instead display your husband’s jerseys, team shirts, hats, footballs and any sports paraphernalia you have hanging around the house. -If you ordered pizza like most party-goers, did you know you can recycle the pizza box? Just tear off the greasy part and recycle the rest.The Fun Times offers these suggestions: -Step up the food a notch: says, “forgo a table full of open chip bags and store- bought salsa in favor of a homemade spread that’ll satisfy everyone gathered around the big screen.” -Ditch the stigma of vegetarian cuisine and try out these great vegetarian recipes for your green SuperBowl party (I bet your guests won’t even know the difference): Chocolate Brownies Beer-Cheddar Spread Tomato-Avocado Salsamole Black Bean/Red Bean Chili -Step up the beer a notch: New Belgium has a wonderful assortment of beers to please any palette. What makes them green? Their brewery is wind powered! page 22
  • 22. New-Release Six-Pack: New Belgium’s Ranger IPA | Jennie DorrisFebruary 5, 2010Like most people, I hate being proven wrong—except when it comes to onething: beer. And New Belgium Brewing Company has done it to me again.As I’ve noted here before, I’d never been a fan of New Belgium’s beers untilthe release of Hoptober last fall. The brewery’s offerings always hit my palateas too sticky-sweet. But after trying the brand-new Ranger IPA, I find myselfdoing virtual PR, sending out texts asking if friends have tried it and g-chattingunsolicited reviews.Ranger, I’ve been crowing to anyone who will listen, is a completely crisp,clean IPA. While I don’t tend to love the malts New Belgium uses, this hoppybrew is notably balanced using multiple hops: Cascade (which have a citrusflavor), Chinook (floral aromas and citrus flavors), and Simcoe (fruity).The beer will be offered year-round as a part of New Belgium’s lineup. Congrats to the brewery for keeping thisnew convert: I’m officially on Team Ranger.Ranger India Pale Ale now in bottles | Aubrey LaurenceFebruary 5, 2010I never thought the day would come when I would see New Belgium Brewing Company of Fort Collins brewand bottle an American-style India pale ale. But that day has arrived, and it’s an exciting one.The new beer is named Ranger -- after New Belgium’s sales reps that are affectionately called Beer Rangers --and it was released in six-packs this week.“Beer Rangers are our beloved folks out in the field,” says Bryan Simpson, public relations director for NewBelgium. “Spanning all 26 of our states, from the Pacific to the Atlantic, they had long wanted an IPA --something with a lot of hops. This beer was created for them and as a tribute to all they do out in the market.”Since New Belgium began in 1991, it has resisted brewing and bottling an American-style IPA in favor of more page 23
  • 23. European-inspired beers -- Belgian, in particular. There’s nothing wrong with thatapproach, of course, but it appears the company has relaxed that strict modusoperandi.“The whole idea behind Belgian brewing is to be creative and not limit yourself,”Simpson says.This realization, fueled by the Rangers’ request for “more hops,” was reason enoughfor New Belgium to brew outside its box.According to Simpson, assistant brewmaster Grady Hull was also instrumental inmaking Ranger IPA happen.“Ranger took two years to create,” says Simpson, “from conception -- when we said,‘Yeah, let’s do this’ -- through execution.” And the beer went through at least threeversions before it came to the finalized recipe.I recently had a chance to try Ranger IPA and I was pleasantly impressed.It pours with a lofty, sea foam-like head that leaves behind nice and sticky lace patterns on the inside of theglass. Below all this eye candy, the beer is bright, clear and golden. On the tongue, it feels crisp up front andsmooth toward the finish.Cascade, Chinook and Simcoe hops provide a bouquet of flowers, grass, citrus, herbs and woody resin. And, ingeneral, the hoppy elements seem very “green” and fresh, as if they used wet hops in the kettle.Balancing out the blast of hops is a solid malt backbone. I detected many flavors such as toast, biscuits, nuts,hay, toffee and multigrain crackers, with a slight nip of rock candy-like sweetness at its core. A controlled andappropriate level of bitterness followed in the aftertaste.Even though the beer contains 70 International Bitterness Units and a muscular 6.5 percent alcohol by volume,I found it to be a very balanced and easy-to-drink IPA.“The Belgian tradition of thinking outside the box freed us up to create a beer we all love that falls outside aconventional interpretation of Belgian ‘style,’” says Hull. “It was fun to play with some new elements -- this isby far the hoppiest beer we have ever produced.”I always knew they had it in them to brew a tasty IPA. I guess it just took a little push from the Rangers. page 2
  • 24. February 5, 2010Fat Tire BeerBrief segment on New Belgium’s Fat Tire and how it pairs for Superbowl Sunday; seen during their 9a.m. broadcast.No video available.February 9, 2010Old Coal Breweries: Reminder Of How Far We’ve Come In Energy-Saving Big Green Boulder: If I had the time, I’d make a remix of this wonderful video with some footage of solar arrays and other neat energy innovations in brewing on the front end -- and leave the rest intact until the very final “thanks to coal” bit. We’ve definitely come a long way from loads purely coal fueled breweries to trends toward wind and solar powered sustainable, green breweries.Please see the DVD at the back of the clipbook for a complete video. page 2
  • 25. February 9, 2010New Belgium Brewing MentionIncluded images of New Belgium’s Fat Tire during a segment on the House Bill 1729 regarding grocerystores and liquor stores; seen in their 7 p.m. broadcast.No video available.February 15, 2010New Belgium Goes with 50% Recycled Cups for Sponsored Events New Belgium Brewery, which has aligned itself with a sustainability marketing message at events it sponsors, has gone to a 50 percent recycled clear cold beverage cup for beer it sells at some events. The cups, which are manufactured by Eco-Products, are FDA approved and feature more than double the amount of recycled content than previously available, according to a press release. In practice, New Belgium has sold most of its beverages at events incompostable cups, but waste diversion through composting is not available at all events. That has meant thebrewer had to use traditional plastic cups at times.“Sustainability challenges often require more than one solution, and we look forward to putting these newcups to use where the collection of our compostable cups is not available. This is an important part of ourongoing effort to limit the environmental impact of our operations and events,” said Bryan Simpson, director ofmedia relations at New Belgium.Most beverage vendors use a mix of both traditional and compostable cups, depending on the type offoodservice application, said Bob King, CEO of Eco-Products.. page 2
  • 26. February 17, 2010Lefty’s, New Belgium rated top eateries for business travelers at DIAThe various Lefty’s Grilles and New Belgium Hub are recommended as top dining spots for business travelers atDenver International Airport by business-news website piece assesses airport eateries at 10 of the nation’s busiest air terminals, noting that businesstravelers often are faced with “dwell time ... an industry euphemism for all of the hours we spend waiting at anairport because we cleared security too quickly or were trapped by a delayed flight.”But reporter Joe Brancatelli says that “there are more notable places than ever before at the nation’s majorairports and hub cities — and more good places to eat right near the airports, too.”At DIA, Brancatelli recommends the Lefty’s outlets on all three concourses: Lefty’s Colorado Trails Bar and Grilleon Concourse A, Lefty’s Mile High Grille on Concourse B and Lefty’s Front Range Grille on Concourse C.“If you pass a Lefty’s that is selling the portobello mushroom sandwich, grab one,” the article says.Also praised is New Belgium Hub at Concourse B’s regional jet facility.“It’s the airport branch of Colorado’s justifiably famous New Belgium Brewing Co.,” the article says. “Fat TireAmber Ale is the signature pint, but there’s always something new and interesting on tap.”As for off-site eats, Brancatelli writes that DIA is “so isolated that nearby dining options are extremely limited,”but he singles out the Blue Bay Asian Café, located at the Green Valley Ranch Town Center on East 48thAvenue, east of Tower Road.“Nothing on the pan-Asian menu is superlative, but the dumpling and Thai dishes are quite good,” he writes.“The prices are low and the portions are large.” is a sister business news organization of the Denver Business Journal, part of American CityBusiness Journals. page 2
  • 27. Forgo beer bottles? Even skeptics can | Josh NoelFebruary 28, 2010 A canned beer revolution is under way among craft brewers who swear that forgoing bottles is the best thing they can — har har — do for the integrity of their beer. Never mind that they were initially as skeptical as the beer drinkers they are trying to win over. “We all laughed at first,” said Chad Melis, of Oskar Blues Brewery in Lyons, Colo., which has canned since 2002 and is widely considered the source of the trend. “But then we started looking at the details and realized it was better.” Consumers are apparently starting to agree. Durango, Colo.-based Ska Brewing, for instance, only bottled its beer for seven years before adding cans in 2003. The growth has been steady,and many at the brewery expect can sales to overtake bottles this year.Breweries that can are united in their arguments: Light compromises flavor. Glass is heavier and bulkier totransport. Cans create a tighter seal against damaging air and are easier to recycle. Most important, improvedcan technology has long prevented an unpleasant taste from seeping into the beer.Our (skeptical) team of tasters tried several canned microbrews, including two intentionally bold choices: OskarBlues’ Dale’s Pale Ale and Ska’s Modus Hoperandi India Pale Ale. Both held up beautifully, their hops stayingfresh and filling our senses with glorious, earthy pine.But the real test came with Big Sky Brewing of Missoula, Mont. We tried their Moose Drool Brown Ale andTrout Slayer Ale from both bottles and cans, and the results were clear: Cans won. Handily.From the bottle, the Trout Slayer was thin and watery and tasted “grainy, like corn,” according to one judge.Out of the can it became a bold but crisp golden ale with a big aroma — a beer that I gladly would have sippedall afternoon.There was less difference in the Moose Drool, but the canned version again fared better: bigger, bolder withmore flavor and aroma. The nod to cans for both brews was unanimous among the tasters, which surprisedthem all.So next time you’re at the liquor store, don’t instinctively look past the cans. But do remember that whatresides inside is still a lively and complex beverage; when it comes time to imbibe, pour it in a glass.Get ‘em where you canA few more craft breweries that can their beer: Surly, Minneapolis 21st Amendment, San Francisco Half Acre,Chicago (to be released in May) Maui, Maui Blue Mountain, Afton, Va. Southern Star, Conroe, Texas NewBelgium, Fort Collins, Colo. page 2
  • 28. February 28, 201036 Hours in Telluride, Colo. | Lionel Beehner TELLURIDE almost begs comparisons with Aspen. A Colorado mining town affixed to a world-class ski resort; rugged locals brushing elbows with the occasional celebrity; white tablecloth restaurants serving up foie gras next to taco dives. “It’s like Aspen was back in the ’70s, but less pretentious,” said Bo Bedford, a self-described Aspen refugee who is a manager at the New Sheridan Hotel. “It hasn’t gone Hollywood yet.” There is, of course, a certain star-studded film festival. And Telluride does count Jerry Seinfeld and Tom Cruise among its regulars. Yet, the town stays true to its hardscrabble roots. Dogsroam off-leash, folks rummage for freebies at a so-called Free Box, and residents zip up in flannel instead of furcoats.Friday4 p.m.1) DAS BOOTSki shops are often staffed by workers straight out of “Bill and Ted’s Excellent Adventure.” Not Boot Doctors(650 Mountain Village Boulevard; 970-728-8954;, where Bob Gleason and his team of“surgeons” run a kind of operating room for your ill-fitting equipment. But don’t expect a sterile ward — itlooks more like a torture chamber, with pinchers and clawlike tools to stretch, squeeze and custom-shape anysize boots (prices range from $20 for a boot stretch to $175 for a custom-molded sole).6 p.m.2) BROADWAY MEETS OPRYFilm and theater buffs will take comfort in Telluride’s abundance of preserved art-house theaters. Take theintricately stenciled balcony and the maple floors of the Sheridan Opera House (110 North Oak Street; 970-728-6363;, which dates from 1913. Part ’30s vaudeville, part Grand Ole Opry, thestage has been graced with everything from Broadway musicals to bluegrass bands, and is the hub of theTelluride Film Festival, in its 37th year (held Sept. 3 to 6 this year).8:30 p.m.3) HIGH STEAKSIf the New Sheridan feels like the kind of joint with a secret poker game going on in a smoky backroom,well, that’s because it is (H. Norman Schwarzkopf is said to be among the regulars). But the real draw of thisVictorian hotel is its newly refurbished Chop House Restaurant (233 West Colorado Avenue; 970-728-9100;, which serves large platters of prime steaks (starting at $26). Like the hotel, which wasreopened in 2008 after extensive renovations, the musty dining room has been spiffed up with plush boothsand crystal chandeliers. After dinner, sneak away next door (there’s a secret passage in the back) to the New page 2
  • 29. Sheridan bar, which looks much as it did in 1895 — with its crackling fire and carved mahogany bar — but hasadded a billiard room in back and, yup, a poker table.Saturday7:30 a.m.4) BISCUITS AND GRAVYWith its red-checkered tablecloths and folksy service, Maggie’s Bakery (300 West Colorado Avenue; 970-728-3334) holds its own against any ski town greasy spoon. A healthy-size biscuit and gravy goes for $7.45. Anotherpopular spot, Baked in Telluride, burned down in early February, though its big, red barn is expected to berebuilt.9 a.m.5) GOLD RUSHTelluride feels as though it belongs in the Alps — with its 2,000-plus acres of back country like terrain andabove-the-tree-line chutes, European-style chalets and snowy peaks framed by boxy canyons and craggy rockformations. Throw in thin crowds and short lift lines, and what’s not to like? To warm up, take the ProspectBowl Express over to Madison or Magnolia — gentle runs that weave through trees below the gaze of BaldMountain. Or hop on the Gold Hill Express lift to find the mountain’s newest expert terrain: Revelation Bowl.Hang a left off the top of the Revelation Lift to the Gold Hill Chutes (Nos. 2 to 5), recently opened to skiers andsaid to be some of the steepest terrain in North America.Noon6) WINE AND CHEESETelluride does not believe in summit cafeterias, at least not the traditional kind with long tables and with deepfryers in the kitchen. Its hilltop restaurants come the size of tree forts. Case in point is Alpino Vino (970-708-1120), a new spot just off the Gold Hill Express Lift that resembles a chalet airlifted from the Italian Alps. Dinersin ski helmets huddle around cherry-wood tables and a roaring fireplace, sipping Tuscan reds ($15), whileneatly groomed waiters bring plates of cured meats and fine cheeses ($15). Arrive by noon, as this place fills upfast. For more casual grub, swing by Giuseppe’s (970-728-7503) at the top of Lift 9, which stacks two shelves ofTabasco sauce and a refrigerator full of Fat Tire beer ($5) to go with home-style dishes like chicken and chorizogumbo ($8.99). After lunch, glide down See Forever, a long, winding trail that snakes all the way back to thevillage. Detour to Lift 9 if you want to burn off a few more calories.5:30 p.m.7) FULL PINT OR HALFPIPE?A free gondola links the historic town of Telluride with the faux-European base area known as MountainVillage. Just before sunset, hop off at the gondola’s midstation, situated atop a ridge. For a civilized drinkwithout cover bands, you’ll find Allred’s (970-728-7474;, a rustic-chic lodge with craftbeers on tap ($7). Grab a window seat for sunset views of the San Juan Mountains, or relax by the stonefireplace to the soothing sounds of Bob Israel on his piano. Shaun White wannabes, however, will want tocontinue down to a new terrain park with an 18-foot-high halfpipe. Illuminated by klieg lights until 8 p.m., it isone of Colorado’s few halfpipes where you can flip a McTwist under the stars ($25 entrance fee).8 p.m.8) NO VEGANSCarnivores should feel at home in Telluride. At some spots, steak knives look like machetes and the beef issaid to come from Ralph Lauren’s nearby ranch. For tasty Colorado lamb chops ($28), try the new PalmyraRestaurant (136 Country Club Drive; 970-728-6800; Opened last December at the PeaksResort & Spa in Mountain Village, the glass-walled restaurant has dazzling fire features and romantic valley page 30
  • 30. views. Or, for hearty grub you might find at a firehouse, head into town and loosen your belt at Fat Alley BBQ(122 South Oak Street; 970-728-3985), a no-frills joint with old, wooden tables and a counter where you canorder Texas-style barbecued spareribs and breaded-to-order fried chicken. Most items run $10 to $15, exceptthe Schlitz beer, which is $1.10 p.m.9) GETTING HIGHIf the high altitude and lack of oxygen leave you winded — and they probably will — pull up a bar stool at theBubble Lounge (200 West Colorado Avenue; 970-728-9653;, a grungy bar thatserves craft beers, Champagne and, yes, oxygen. Choose from a two dozen scents (cherry and lemon grass,among others) served in bubbling beakers that light up like DayGlo bulbs and look like a mad scientist’s lab($10 for 12 minutes).Sunday10 a.m.10) STOMPING GROUNDSThe snow-carpeted trails that roll past wide meadows and frozen waterfalls in this pocket of southwestColorado are ideal for snowshoeing. Stock up on snacks and water before riding to the top of Lift 10, whereyou’ll find a warming teepee run by Eco Adventures (565 Mountain Village Boulevard; 970-728-7300). Ecooffers guided snowshoe tours, with ecological lessons thrown in, for $45, including equipment.2 p.m.11) OUTLAW TOURDid you know that Butch Cassidy robbed his first bank on Main Street in 1889? Or that the town’s red-lightdistrict once had 29 bordellos? These and other historical tidbits give Telluride an added sense of place that’smissing from newer, corporate-run resorts. For an entertaining tour, call up Ashley Boling (970-728-6639),a D.J., actor and self-appointed guide who offers 90-minute tours that are encyclopedic and long on stories($20 a person). He’s hard to miss: he’s the one walking around with cascading blond hair under a cowboy hat,stopping every few minutes to say hello to friends — unless it’s a powder day, in which case Telluride turns intoa ghost town.IF YOU GOThe closest commercial airport is Telluride Regional Airport, about seven miles from town. There are daily(turboprop) connections from Phoenix and Denver, but the airport closes often because of bad weather. It canbe easier and more reliable to fly into Montrose Regional Airport, a larger airport about 90 minutes away bycar. Continental flies nonstop from Newark to Montrose (from $347 in March, according to a recent search),but only on Saturdays. A car is not needed to get around. A free gondola connects the town of Telluride to theMountain Village till midnight.In Telluride, the New Sheridan Hotel (231 West Colorado Avenue; 970-728-4351; reopenedin 2008 with 26 renovated rooms that kept the Victorian touches, like the old-style light switches. Doubles startat $199.In Mountain Village, lumière (970-369-0400;, a modern boutique hotel, opened in2008. Each of the 29 chocolate-carpeted units offers a steam shower, and a few come with balconies withbreathtaking mountain views. Doubles start at $349. page 31
  • 31. New Belgium Ranger IPA - Beer of the Week | Joshua M. BernsteinMarch 1, 2010 For nearly two decades, Fort Collins, Colo.’s New Belgium Brewery has been a steady, flavorful force in the microbrew world, turning out beers as dependable as they are delicious. Sample the toasty Fat Tire amber ale, the crisp Blue Paddle pilsener or one of the palate-challenging, category-defying Lips of Faith releases, and you’ll be as pleased as punch. But for all of New Belgium’s liquid ingenuity, and a penchant for being ahead of the curve, one beer category has been conspicuously absent: a bracing, bitter, American-style India Pale Ale.“Since we tend to focus on Belgian beers, we hadn’t done anything that was super-hoppy,” says BryanSimpson, New Belgium’s director of media relations. “But anecdotally, we were hearing that there was ademand for us to do an IPA. We have a Belgian brewmaster, and he told us we’re free to create what we want.”The result was the recently-released Ranger IPA, the brewery’s latest addition to its year-round roster. “Itsurprised a lot of folks,” Simpson says. It surprised me, too.Ranger pours a gorgeous golden yellow, like the sun setting during magic hour, with a slow-dissipating headof foam. Thanks to a heap of Cascade, Chinook and Simcoe hops (70 IBUs), the nose is sweet, citrusy andpositively pungent. But 6.5 percent ABV Ranger drinks easy and balanced (“a nice mix of treble and bass,”Simpson says), packing a light, biscuity body and a great bite of grapefruit and pine resin.Good things, it seems, come to those who wait. page 32
  • 32. Hawaiian Transplant Earns Big Rack Order from Brewer | David YoungMarch 9, 2010 page 33
  • 33. Give ‘Em Something to Crave | Amy ReininkMarch 9, 2010A tour through the New Belgium Brewing Company’s sunny, Fort Collins, Colo., headquarters starts with aninvitation to taste what the company’s all about--literally.“We’re going to drink five beers this size over the course of the tour,” says tour guide Marie Kirkpatrick as shepasses around 4-ounce glasses of spiced ale to the dozen or so visitors. “Is everyone OK with that?”Over the next hour and a half, visitors will not only get to taste five craft beers brewed on site, but also peerinto the giant canisters where barley is cooked into beer, smell the fruit peels and spices that flavor the brews,and go for a ride down the corkscrew slide meant to remind employees to have fun.Though the wine industry was the first to capitalize on the concept of the “experience economy” --the ideathat consumers crave experiences rather than just products or services--entrepreneurs in a variety of fields arenow finding success by opening their doors and inviting customers to see, smell, hear and touch their wares.Here’s how to incorporate the concept into your own business:Understand that work is theater. Joe Pine, co-founder of Strategic Horizons and co-author of TheExperience Economy, says entrepreneurs should view employees as actors capable of engaging a very specificaudience: consumers. He says Robert Stephens understood this when he had employees at his computer repaircompany wear dweeby-looking white shirts and black ties when they made house calls. Best Buy acquiredStephens’ Geek Squad in 2002, and Pine says the squad’s success carries important lessons for entrepreneurslooking to sell their business one day.“Stephens said he wanted to make the computer repair experience so engaging that customers couldn’t waituntil their computers broke,” Pine says. According to Pine, entrepreneurs who achieve that standard will likelyenjoy a strong following through word-of-mouth advertising. “Stephens once said that ‘advertising is a tax youpay for being unremarkable,’” Pine says.Open your doors. When Celestial Seasonings built its new tea factory in Boulder, Colo., in 1990, guestrelations ambassador Steve Spencer made sure he organized a tour that highlighted every aspect of the tea-making process, from the milling of the herbs to the cellophaning and heat-sealing of tea boxes. Two decadeslater, the all-natural tea manufacturer, known for cult-favorite herbal blends like Sleepytime and Red Zinger,now attracts more than 120,000 visitors per year with its free tours, making the tea factory the No. 2 stand-alone tourist attraction in Boulder. “People come here because they want to see that we are who they think weare,” Spencer says. “And when they’re able to do that, it enhances brand loyalty the way nothing else can.”Tell a story. Most entrepreneurs have an interesting and highly personal story behind their decision to launchtheir business, but many forget to share that story with customers. On New Belgium Brewing Company’s tours,visitors learn the tale of founder Jeff Lebesch, an electrical engineer with a home-brewing hobby. Lebeschtraveled through Belgium on his mountain bike in 1989 and returned home with a plan to open his ownbrewery. The name of New Belgium’s signature Fat Tire Amber Ale is a reference to his mountain bike. page 3
  • 34. In the beginning, Lebesch’s wife, Kim Jordan (now New Belgium CEO), handled marketing and finances, and hisneighbor, a painter, designed the iconic label art.“It’s a romantic story of a young man riding his bike in a foreign country and a young couple who made a sortof scary entrepreneurial leap to make a dream into a reality,” says New Belgium spokesman Bryan Simpson.“That story is key to who we are, so we think it’s important to share it.”Similarly, Celestial Seasonings, which was acquired by the Hain Food Group in 2000, starts its tours by tellingthe story of how Mo Siegel founded the company in 1969 by harvesting fresh herbs from the Rocky Mountainsby hand, packaging them in hand-sewn muslin bags and selling them at local health food stores. It remindsvisitors that “Celestial Seasonings is a classic entrepreneurial success, not a corporate concept,” Spencer says.Let consumers taste. And smell. And touch. Visitors spend most of their Celestial Seasonings tour time onthe factory floor, where they can feel their eyes water and nostrils burn in the pungently scented mint room,watch the robotic palletizer lift and package stacks of tea boxes, and smell lemongrass, hibiscus, cloves andother ingredients during the milling process.“It’s all about that multisensory experience,” Spencer says.Pine says ambitious entrepreneurs can step it up a notch by taking cues from Cabela’s, the outdoor superstorewhose Nebraska headquarters offers a host of amenities above and beyond its retail offerings, like an indoorarchery range and museum-quality animal displays.Make shopping fun. Small internet and packaging upgrades can make a big difference in creating a funpurchasing experience. “Is there a casual game you can add to your website to get people to spend more timethere?” Pine asks. “Is there a way you can improve your box-opening experience? People wax poetic aboutApple’s box-opening experience when they buy their MacBooks and iPhones.”Spencer says Celestial Seasonings pays close attention to its packaging, inscribing inspirational quotes andcommissioning independent illustrators to design whimsical drawings for each box. “The final product is morethan the sum of its parts,” Spencer says. “People are enamored with our brand because of the flavor, but alsobecause of the whimsy and inspiration.”Throw a party. New Belgium has strengthened brand loyalty by hosting events across the country, such asthe Tour de Fat, a traveling bike festival and parade now held in eleven cities. “In the industry we’re in, peopletend to choose two or three brands that they’re very loyal to, and then do some sampling of other brands,”Simpson says. “To be one of those two or three brands, you really have to stand out. And the experiential stuffis where our brand--our culture--really comes to life for people.” page 3
  • 35. March 9, 2010New Belgium Invests In Pine Beetle Bike BasketsThose old pine beetle trees are being put to good use and helping boostbusiness for a small company in Fort Collins.Orlando Baker makes specially-designed bike racks and recently landeda contract with New Belgium Brewery.The brewery tapped Baker to build 2,600 bike baskets using wood thatcame from trees hit by pine beetles.The baskets will go on New Belgium’s 2010 cruiser that they give out to employees.“The beetle-kill pine is very unique; in fact each plank is different. Some of them have a very clear,crisp whitish, yellow color like pine does, and some of them have a very different blue stain through-out it,” Baker said.Baker runs Carver Surf Racks. He says New Belgium helped keep his small business going when it wastough to get a loan from the banks.Company gets brewery contract for bike racks made of beetle-kill wood | Jeffrey Wolf Appeared onlineMarch 9, 2010Housed in a small shop buried among warehouses in northeast Fort Collins, Orlando Baker’s global surf rackcompany is braving new ground in the world of bicycle racks thanks, in part, to one local brewery.With Nirvana piercing from a stereo in the background, Baker on Monday explained how he is transformingColorado’s beetle-killed wood into the latest accessory for New Belgium Brewing Co.’s 2010 Cruiser.A shiny new cruiser that’s given to each New Belgium employee sits in the corner of Carver’s Surf Racks’ globalheadquarters at 208 Commerce Drive. page 3
  • 36. Until several months ago Baker had focused his companyalmost exclusively on making surfboard racks for bicycles.Today he has four employees and is grateful to New Belgiumfor a contract that has helped him pay the bills during a recentlull in business.In 2003, Carver started his surf rack business in Hawaii. In2007, due to high cost of living in Hawaii and the appeal ofFort Collins’ outdoor community, Carver relocated his businessto Northern Colorado.Until three weeks ago, he had been working out of his garage filling orders for distributors from Japan,Australia, Netherlands and United States.Carver has been experimenting with bamboo and custom-made bike baskets for about a year.They caught the eye of some New Belgium employees who asked him to make a few for their bikes. Once thelocal brewery got a glimpse of Baker’s unusual baskets, it ordered 2,600 for its 2010 Cruisers.Ryan McKee, designer with New Belgium, met Baker when he first moved to Fort Collins and the two bikeaficionados hit it off. Over the years he started to notice Baker’s distinct bike racks popping up around town,and as the project lead on the 2010 cruiser, he decided to incorporate the racks into the new bikes.“I wanted to give the bike that nice extra touch and Orlando was one of my first stops,” McKee said.“Aesthetically, I really like the front rack. It gives this really nice utility look to the bike. The size of the rack wasinspired by its ability to hold a case of beer.”The use of beetle-kill lumber fits right into New Belgium’s mission of sustainability.This year’s cruiser, designed by Felt Bicycles out of California, has orange and red dot graphics to mirror NewBelgium’s Biere De Mars bottle.Baker, who plans to complete each of the hand-made racks by April, said he will sell similar racks commerciallyif there is a demand. He said the retail value of the racks is between $160 and $200.“I feel honored,” Baker said about his racks prominent position on New Belgium’s bikes. “It makes me feelwelcome and like they appreciate my labors.” page 3
  • 37. Best Tips for Green or Eco-Friendly Beer this St. Patrick’s Day | Katherine ButlerMarch 15, 2010This is the holiday where people celebrate the green. Why can’t wealso celebrate the eco-friendly? So before you down your Guinnessand chow down on organic St. Paddy’s Day eats, take a moment tothink about the ways you can green up your St. Patrick’s Day alcoholconsumption. Need some help? Check out our green tips!First, pick up an organic beer. Want to know just how greenyour beer is? Trip the light greentastic this St. Patrick’s Day bychecking out Greenopia’s guide to sustainable and some organicbeers. Greenopia reports that organic beers are preferable forthe environment because they decrease environmental impactsassociated with eutrophication and other water pollution indicators. Plus all the barley, hops and wheats foundin non-organic beers are often heavily laden with insecticides, fungicides, pesticides and chemical fertilizers.Who wants to drink all that down on St. Paddy’s Day, let alone think about what it’s doing to the earth?Where to find an organic beer? One of our favorites is the New Belgium Brewery, which gets four out of fourleaves. New Belgium, who also owns the Fat Tire brand, is one of the few breweries to make an organic beer.New Belgium is also very resource efficient requiring only 3.9 liters of water per liter of beer. This is muchlower than the industry average of around seven liters or water needed. New Belgium sources its packagingmaterials locally (which cuts down on its transportation impact) and is in the process of researching newpackaging types. Its employees even ride bikes to work. Just don’t forget to recycle your empties!You can also buy a local beer. The Brewers Association offers a great database for locating a local beer maker inyour area. Buying local decreases energy and transportation emissions – and who doesn’t think a beer is a bittastier with a lesser carbon footprint? And for the ultimate local beer, you can always brew your own beer withthis handy green guide.Finally, want literal green beer? Pick up a 12 ounce bottle of sunshine wheat beer from the New BelgiumBrewery. Add one drop of yellow natural, vegan food coloring and one drop of blue natural, vegan foodcoloring. Yes, food-coloring has come a long way since red M&Ms were eliminated in 1976 because of fears ofFD&C Red #2. page 3
  • 38. A new dessert trend is brewing | Joshua LurieMarch 25, 2010 page 3
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  • 40. Bridge the seasons | Zak StamborMarch 28, 2010 page 1
  • 41. March 30, 2010Costumes, fun, beer at scavenger huntScavengers unite. But first be sure to don your best chicken-chasing and Bigfoot-searching costumes and head to Loveland ski area Saturday. That’s where the NewBelgium scavenger hunt benefiting the Alliance for Sustainable Colorado will takeplace on the slopes from 10 a.m. to 3 p.m., followed by a beerlicious post partyuntil 5 p.m. So grab your buddies, a $10 donation and a lift ticket to join the cast ofcharacters scavenging for fun in the sun.More info: or skiloveland.comcLips of Faith | Noah GalutenMarch 30, 2010Link no longer available to retrieve story. page 2
  • 42. March 31, 2010Brewing | Susan BrattonCreating Socially-Optimized Facebook Maps with Melyssa Glassman, New Belgian Melyssa Glassman, Creative Director at New Belgium Brewing will be sharing her local Facebook strategy at the ad:tech SF “Marketing Masters” series. Here’s a Q&A between Melyssa and I as Marketing Master of the Social Media track covering her latest insights. First, tell me a little about your role at New Belgium. What do you oversee? As Creative Director, I oversee our seven-person in-house creative team which includes print, packaging and web designers, programmers, and media planning. I also work with our external agency on advertising campaigns. Partnering with sales internally, I helpconcept and create fully-integrated national sales programs. I also work closely on our social media efforts andwrite content for our online presence.How do you pigeonhole social media marketing in your mind? For example, I think it has two basic buckets,Social Listening and Social Participation. From there would be eCRM, Lead Gen, other kinds of outcomes.How do you organize your thinking about the category?Our plan in 2009 was to identify the social technology that New Belgium had bandwidth to engage and wherewe were seeing the most traction; this turned out to be Facebook. Also, we wanted to aggregate a criticalmass of fans/followers, so that when we evolve our social media/networking efforts we had a significantaudience. E-commerce is not a part of business, so the primary goal is to have a dialogue with our fans and togrow our tribe.How would you typify your overarching social media strategy?Engagement. As a brand we enjoy a constituency that in many ways cannot get enough of our brand – or us ofthem! So Facebook has become an invaluable two-way communications tool to share stories, images and films.What are the laundry list of programs in which you are involved in social media, by corporate initiative andby brand?Mainly Facebook, Twitter and YouTube. We invest heavily in films, imagery and art across all programs/initiatives and having our content viewed/shared is critical to the success of our social efforts.Localizing our message has been a social initiative for 2010. We have created a socially optimized facebookmap in effort to share our brand message locally. As a brand our primary competition is local and variety,so using facebook to announce events and promotions locally helps us demonstrate we are locally engaged.Really our brand and the people that work for New Belgium have colorful and charismatic personalitiesand facebook is way to share the company message and things unrelated to work that make New Belgiumcompetitively distinct. page 3
  • 43. What kind of “meta tools” or aggregation or syndication tools do you use to streamline your efforts in thesocial sphere?With our local facebook efforts we oversee 28 different pages, some geo-targeted and some event specific.We occasionally syndicate content across all pages, but typically do not, as we do not want the content to beredundant and want to keep the content fresh and relevant to each market.How important are “influencers” in your overall social strategy? Do you target them? Try to identify them?Have special programs for them? Or is every follower a potential customer/prospect, all people createdequal in your social operating plan?Over the last 19 years our brand has been built by brand “evangelists” and continues to be so today, the socialweb enables us to scale the influence of those evangelists. We use social media monitoring tools to identifyinfluential individuals and we engage them with a facebook comment, a retweet or a direct message. In 2009,we opened North Carolina as a new market and used SM2 to identify influential individuals on the social weband reached out to them, this helped create a ground swell of buzz for our brand entering the market andNorth Carolina quickly emerged to be one of our top markets.As a brand our three pillars are great beer, whimsy and sustainability. These attributes can mean many thingsand can be interpreted in a variety of ways, so there is an element of all people being equal with our socialmedia efforts. With the depth of story to our brand, the more we are able to share with people the morequantity and quality of followers we will have. In many ways it is incumbent on us to convert the quantity intoquality.What’s your position on measuring ROI in social media? What metrics do you track now and what do youhope to be able to track in the future?Our tracking has been very subjective to date, but more quantifiable than many branding efforts. We haveattained a strong following (primary metric) and now we are concerned with engagement. Recently onfacebook we asked our fans at 5pm on a Friday – Who thinks it is beer :30) and we had 1,500 reactions inabout an hour, this resulted in 197,000 peer endorsement impressions at the prime time for individuals makingdecisions about beer. We feel this level engagement is a success. So, engagement is a metric that is of criticalimportance.Do you use social for leads, corporate reputation, SEO, engaging with existing clients… rank order yourstrategy goals.EngagementBrand relevance ( Deepening the brand story)SEO (facebook is now our #1 referrer to our website)What will you be sharing on the ad:tech Social Media Masters Track in April?The importance of facebook/Social Media as a communication tool and tactics we have used to grow ourpresence and engagement. page 
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  • 45. The Wackier the Better | Julie KailusApril 1, 2010 page 
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  • 47. Going Green - and Flourishing | April WhiteApril 1, 2010 page 
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  • 49. April 8, 20102 Colo. firms top Outside’s Best Places to WorkNatural Habitat Adventures, a Boulder-based travel tour operator, and New Belgium Brewing of Fort Collinswere the top two employers in Outside magazine’s annual Best Places to Work.The list recognizes employers that strive to enhance employees’ active endeavors as well as environmental andsocial involvement.Other Colorado companies on the list were Rally Software, No. 6; Osprey Packs, 12; SmartWool, 18; AspenSkiing Co., 29; Pearl Izumi, 33; and Peaksware, 38.44 Companies That Are Probably More Democratic Than Yours | Ariel SchwartzApril 14, 2010 Looking for the perfect place to work? You might want to start by looking at WorldBlu’s annual list of the most democratic workplaces- -a roster that includes crowd favorites like Zappos, New Belgium Brewing Company, and Guayaki. Organizations are judged based on WorldBlu’s 10 principles of organization democracy, which include accountability, integrity, and transparency. Some of the highlights from this year’s list:• Namaste Solar has five levels of democratic decision-making: individual co-owner (i.e. individuals can make their own decisions based on proven competencies), peer review, committees or teams, the entire company, and board of directors. The board of directors only gets involved on the rare occasion that an issue can’t be resolved in the first four levels. In a bold attempt at fairness, Namaste also makes sure that no employee earns more than twice what any other employee earns.• New York City’s Grammy-Winning Orpehus Chamber Orchestra doesn’t have a conductor--instead, orchestra members rotate into leadership roles.• The Link School, a high school in Buena Vista, Colorado, requires every member of the community-- including faculty and students--to be on board with a decision before it moves forward. Student dissent against a potential new hire, for example, could completely stop the hiring process. The Link School is the first educational institution to make it onto WorldBlu’s List. page 0
  • 50. All of the companies on this year’s list practice open-book management, and some of them even offer salarytransparency. Check out the full list of WorldBlu’s 44 most democratic organizations here.Tour de Fat rolling into San Diego | Peter RoweApril 16, 2010New Belgium Brewing, the folks behind Fat Tire Amber Ale, annuallysponsors a free bicycle rally. There are 13 stops this year, includingBalboa Park on Oct. 2.Cyclists are encouraged to wear costumes -- and to consider signinga pledge. At each stop, the Colorado brewery will give a new bike tosomeone who swears to abandon his or her car for an entire year.More info: American Beer | David KesmodelApril 19, 2010 Twenty-five years ago, a consultant-turned-entrepreneur began hawking a new beer to Boston bars out of a station wagon. Jim Koch hoped he could build a modest local business with a high-priced brew that was heavier on hops and malt than most domestic beers. Boston Beer Co., the maker of Samuel Adams Boston Lager, is now a publicly traded company with a market capitalization of about $790 million. Mr. Koch, chairman of Boston Beer Co., has helped foster a revolution in small-batch American brewing. Today, “craft” brewing, which includes the likes of Sierra Nevada Brewing Co. and Deschutes Brewery Inc., represents 7% of the dollar sales of beer in the U.S. Craft beer is beer produced in small batches, typically by independent breweries. The Brewers Association, a trade group representing craft brewers, defines craft breweriesas those who produce less than 2 million barrels a year, among other criteria. The U.S. now has about 1,500craft breweries—a huge increase over the roughly 80 breweries of any kind that existed in the U.S. in 1980.Craft brewers, whose dollar sales rose by 10% last year, are bringing to market an ever-increasing array ofbeers, sometimes with exotic ingredients like cocoa, coffee, berries and tree seeds. page 1
  • 51. Today is Patriots’ Day, a holiday commemorating the first battles of the American Revolution. Patriots’ Daywas also the day in 1985 that Mr. Koch’s brew made its official debut. The 60-year-old Boston Beer chairmanrecently sat down with The Wall Street Journal to discuss his early days making and selling beer, why craft beeris thriving and why his company’s U.S. market share remains less than 1%. Edited excerpts:WSJ: What was your thought process when you decided to leave Boston Consulting Group, where you workedas a consultant, to start a beer company?Jim Koch: I had gotten to the point at Boston Consulting Group where, OK, I’ve learned a lot here but I don’twant to do this for the rest of my life. At that time, what’s now called craft brewing was virtually non-existent,and there were no real success stories. Most of the people who started craft breweries didn’t make it. Mybusiness plan was based on extrapolating what existed at the time, which is the only sensible way to do it. Andthe answer from using the best business methodologies was that, after five years, I would get to 5,000 barrelsof beer. It was always meant to be a very small, local business.WSJ: Your dad, who had been a brewmaster in Ohio, didn’t think it was a good idea, did he?Mr. Koch: Not at all. He’d been in the beer business, my grandfather had been in the business. Their life in thebeer business was during the fairly brutal consolidation of brewing in the U.S. [from the late 1930s to the early1980s].WSJ: What do you remember about the first beer you sold?Mr. Koch: I went from being a high-paid BCG manager to being a beer salesman, and it was a shock, becauseall of a sudden my three degrees from Harvard didn’t matter. I was just one more guy walking into a barmaking a cold call with a beer that nobody had ever heard of, that had no advertising and kind of a funny nameand didn’t taste like anything anybody had ever had before. And it was the most expensive beer in the market.WSJ: How quickly did you start to see signs that this may have some promise?Mr. Koch: Right away. That was what was really exciting. People would drink it and it was a surprise to them.They started talking about it.WSJ: Looking back, what led to the boom that craft brewers are now enjoying?Mr. Koch: There’s a bunch of things, ranging from human passion and pride to a new model [for premiumproducts] in the beer business. The foundation of this industry is the passion, the energy, the creativity … thejust stubborn refusal to compromise, that is a characteristic of craft brewers.WSJ: Could craft beer ever represent the biggest segment of the industry?Mr. Koch: No. I hope not. Because that would mean we dumbed the beer down for volume, and I don’t everwant to see that. I used to say I make beer for 5% of beer drinkers. The reality has always been that 95% ofbeer drinkers don’t like my beer. Now, that number has probably gone down to 90%. Because most peopledrink beer for refreshment, and that’s fine. And that’s the domain of the big brewers and they’re great at that.WSJ: Speaking of the giant brewers, what do you think of their efforts at craft-style beers, such as BudweiserAmerican Ale or Blue Moon?Mr. Koch: I believe that great beer needs to come from the heart of somebody who really loves it, and page 2
  • 52. Top 10 Craft Brewing Companies you can’t fake that. The big guys have been trying to find a Sam Adams clone since 1987, when we were just starting to get a bitBased on 2009 beer sales volume, with of attention.more popular labels noted. WSJ: Blue Moon, from MillerCoors, is viewed as the success1. Boston Beer Co. (Samuel Adams Boston story of the craft-style beers from the big brewers.Lager) Boston, Mass.2. Sierra Nevada Brewing Co. (Sierra Nevada Mr. Koch: Yes. So, in 25 years, after dozens of attempts … yes,Pale Ale) Chico, Calif. Blue Moon has been successful. So it’s not impossible, but it’s3. New Belgium Brewing Co. (Fat Tire hard.Amber Ale) Fort Collins, Colo.4. Spoetzl Brewery (Shiner Bock) Shiner, WSJ: Do you think Blue Moon is a good, quality beer?Texas5. Pyramid Breweries Inc. (Haywire Mr. Koch: Yes, of course. It’s a nicely made beer.Hefeweizen) Seattle, Wash.6. Deschutes Brewery (Mirror Pond Pale WSJ: What are the company’s big challenges?Ale) Bend, Ore.7. Matt Brewing Co. (Saranac Adirondack Mr. Koch: Combating ignorance and apathy—people who don’tLager) Utica, N.Y. know about beer and people who don’t care about beer. From8. Magic Hat Brewing Co. (#9) Burlington, the very beginning, people would ask me: “What’s your goal?”Vt. My goal was: I want to change the way Americans think about9. Boulevard Brewing Co. (Boulevard the quality of their own beer. And that’s happening.Unfiltered Wheat Beer) Kansas City, Mo.10. Harpoon Brewery (UFO Hefeweizen) For most of the last 25 years, the person who drank beer forBoston, Mass. refreshment really didn’t venture into the Sam Adams territory. Source: Brewers Association; But now more and more people will have a beer like Sam Adams brewery Web sites for some of their occasions. There’s just beginning to be the idea of beer-and-food pairings, that beer pairs with food as wellas—and in many cases better than—wine.WSJ: You’ve accomplished a lot. What do you still want to get done?Mr. Koch: When you’re less than 1% of the market, there’s a lot to do. Like maybe get to 1%. That would bepretty cool.I want American craft brewing and American beer culture to be recognized all over the world as the epitomeof the brewer’s art. I want the rest of the world to look at America and go, “That’s where the best beers in theworld come from.” It happens to be true today, and we have to keep doing it and innovating in order for therealization to take hold in the rest of the world.To me, a landmark in that, and one of the most gratifying things that I’ve been able to do, is the partnership[to jointly make a new brew] with Weihenstephan in Germany. That is a watershed event in American brewing.Weihenstephan is one of the most respected breweries in the world. They have been brewing on that hill fornearly 1,000 years continuously. And they came to us to invent a new beer.WSJ: Can people buy it yet?Mr. Koch: No. We’re now going through the finishing touches. It’s been almost two years that we have beentrying to do this … We basically took the brewing process apart and did it differently. I can’t talk about it toomuch because we are patenting it. page 3
  • 53. April 20, 2010Celebrate Earth Day with Beer! Beer Drinkers, Go Green! Happy Earth Day! Prior to living in Seattle, New Orleans is where I called home. I think it is safe to say that New Orleans is one of the least environmentally conscious of the larger American cities. In all fairness to this wonderful city, while I was living there (2005-2007), she was going through a rough patch…to say the least. Now, after living in Seattle for three years, I have embraced the green way of life (well, green for me anyway). I don’t own a car; that is right, I bike and bus it EVERYWHERE. The thought of placing a glass bottle or can in the garbage makes me ill and I even have thoughts of composting…its a journey, not a destination, OK!In honor of Earth Day which is this Thursday, April 22, I present to you an article focusing on not only thoseenvironmentally conscious breweries but what you can do and drink to celebrate our lovely planet. Right away,New Belgium Brewing Co. (Denver, CO), Fremont Brewing Co. (Seattle, WA) and 21st Amendment Brewing Co.(San Fransisco, CA) come to mind.New Belgium aims to reduce their carbon footprint by 25% by utilizing various methods before, duringand after the brewing process. For example, New Belgium invested in a more efficient brew kettle calledSteinecker’s Merlin. This brew kettle is deemed more efficient than standard brew kettles because it heats thinsheets of wort rather than the whole kettle at once. Going above and beyond, in 1999, New Belgium becamethe largest private consumer of wind-power electricity at that time and the first wind-powered brewery.Throughout the brewery, green building practices have been implemented. From their website: Lighting. We take full advantage of the more than 360 days of sunshine in Fort Collins by using UV blocking windows, sun-tubes, and light shelves. HVAC. Using evaporative coolers, we can condition our 55,000 square foot packaging hall with no compressors, using much less energy. Materials. In our new packaging hall, the interior wood is beetle kill pine. Summit County, CO, anticipates that mountain pine beetles will kill 98% of their lodgepole pines. So, we’re giving these fallen trees another life.New Belgium is a model business and an amazing brewery. So next time you drink a Ranger IPA or a Love,remember its all for the good of the planet. How’s that for justified drinking?Moving right along to 21st Amendment, home of beer in a can. Microbrews in a can?!?!?!?!? Yes sir and its agrowing trend. 21st brews three beers that call the can home: Brew Free or Die IPA, Hell or High Watermelon page 
  • 54. and the newest of the bunch, Monk’s Blood. Just to throw some numbers your way, we are going to look at theenvironmental impact of packaging your beer in a can v. a bottle.To package beer in glass bottles, you are using more than twice the amount of H2O compared to a can. In theend, the energy savings that accumulate when you recycle a ton of aluminum are far greater than they are forglass--96 percent vs. a mere 26.5 percent. 21st Amendment dares to be different and we applaud you for that!Now we come full circle to Fremont Brewing Co. in Seattle, WA. Currently, Fremont does not bottle or packagetheir beers, so you have to stop by the brewery for a tasty pint or to fill a growler.On that note, (although I am unsure of Fremont’s future plans of distribution) draught beer’s environmentalimpact can be 68% lower than bottled beer, due to packaging differences. Although picking up a six pack isgenerally more convenient, using recycled containers is better for the environment (shout out to GeorgetownBrewing Co. who also does not bottle/package their beers).Fremont Brewing Co. uses all organic, local ingredients and used brewing equipment. They also focus onenergy conservation through increasing natural light through expanded windows and the placement of whitewalls; exchanging 400 watt halide lights to fluorescent lighting reducing consumption by approximately 50%;and utilizing processed heat waste (from the equipment) to heat the space, instead of using gas blowers.For more information of how Fremont Brewing is saving our ever endangered environment while brewingdelicious beer, click here!So what to do on Thursday April 22, 2010 to celebrate beer? Indulge in a beer from an environmentallyconscious brewery; fill a growler instead of buying bottles; drink in the dark with the help of some candles andthink about what you can do to help save the environment!Events to consider for Earth Day?Join Beermongers in Portland, OR for their Earth Day Party! They will have information about and examplesof Tropical Salvage furniture including our new bar. Information about re-usable bottles such as Captured byPorches, and cans such as Fearless will be provided. New Belgium will host a special tasting event from 4pmto 6pm including a unique draft beer and Free samples.ORStop by Hop Cat in Grand Rapids, Michigan at 8PM for their Lights Out Party where you can enjoy beers bycandlelight. Environmentally friendly AND romantic!HAPPY EARTH DAY!!!!NOTE: Home brewing can reduce the environmental impact of beer via less packaging and transportation! Doit. page 
  • 55. April 21, 2010Free Range on FoodFree Range on Food is a forum for discussion of all things culinary. You can share your thoughts on the latestWashington Post Food section, get suggestions from fellow cooks and food lovers, or swap old-fashionedrecipes the new-fashioned way. The Food section staff goes Free Range on Food every Wednesday.A transcript of this week’s chat follows.Do you love the Food chat? Tell your friends about it!Check out the archive of past discussions. Read the Food section blog All We Can Eat. Follow the Food sectionon Twitter at @WaPoFood.--New Belgium, CO: Question for Greg - Any word on when MD/DC/VA will get New Belgium Beer (Fat Tire, etc)?I was just out in CA and I’m in love with their Ranger IPA. I’ve never felt that Fat Tire lives up to the hype, but alot of their other beers are excellent.Greg Kitsock: Kim Jordan, owner of New Belgium, was in town Sunday for the annual wholesalers/brewerslegislative conference. I asked her, and she said most likely New Belgium will enter this area in 2011 or 2012.The brewery added six states to its marketing area last year (including North Carolina, South Carolina andGeorgia), and they want to be sure they can supply those regularly before opening any new territory.By the way, New Belgium’s new Ranger IPA is quite good, hoppy but not over the top hoppy. I’ll be looking forthat one when they enter this area.--April 23, 2010New Belgium Brewing Considers Expanding On West CoastThe Coloradoan:New Belgium Brewing Co., which was ranked No. 7 in the country in terms of overall beer sales by the BrewersAssociation, is quickly reaching its barreling capacity in Fort Collins and eyeing the West Coast for expansion.The Fort Collins brewery, which enjoyed 18 percent growth in 2009, is considering a second, smaller regionalbrewery, bottling plant and packaging hall in California to help meet demand in other states, said BryanSimpson, public relations director with New Belgium. page 
  • 56. New Belgium Film Festival - Clips of Faith | David FieldlerApril 25, 2010New Belgium Brewery -- already known for great events like Tour de Fat and theUrban Assault Ride -- has added another terrific touring festival to its stable of fun.Called Clips of Faith, the event is a celebration of home-grown short (10 seconds to10 minutes) films featuring one of the three great loves of New Belgium Brewery:craft beer; whimsy; and sustainability.If you’re a filmmaker, and want to give it a whirl, you’ve got until May 20, 2010 tosubmit. The best submissions will be compiled into a feature-length film that willvisit 14 tremendously hip cities on our Clips of Faith Beer & Film Tour. Will onebe yours? The top 3 filmmakers will win a trip to New Belgium Brewing in Fort Collins, Colorado (home of afabulous bike brewery tour, by the way) for a private screening and beer dinner hosted by the brewery. You canfind complete rules here.Locations where you can catch the Clips of Faith Beer & Film Tour.Madison - June 16thSt. Louis - June 25thKansas City - July 2ndMissoula - July 9thEugene - July 16thDavis - July 23rdTruckee - July 30thReno - August 6thFlagstaff - August 13thNashville - September 3rdAsheville - September 10thRaleigh - September 17thCharleston - September 24thAthens - October 1st page 
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  • 58. May 1, 20108 Happy Hour Treats Under 80 Calories page 
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  • 60. May 1, 2010Will Work for Good The Information You Need About: Best Jobs page 1
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  • 62. May 1, 2010Colorado day trip: Fort Collins Why go in spring: Bikes, brews, and blooms in this riverfront college town. Claim to fame: Old Town is said to be the inspiration for Disneyland’s Main Street. Better claim to fame: Most microbreweries per capita in Colorado. Nicknames: Fort Fun and FoCo Official mascot: Colorado State University’s Rocky Mountain bighorn ram. Check it out: Borrow a bike (for free!) for up to seven days from the Fort Collins Bike Library.Best breakfast ride: Brunch o’ Bikes meets outside Brave New Wheel bike shop (105 E. Myrtle St.; 970/416-0417) the first Sunday each month.Best post-ride lunch: CooperSmith’s Pub & Brewing ($$; 5 Old Town Square) for bangers and mash, plus in-house brews. Try the Poudre Pale Ale.Best post-ride cocktail: Margaritas at the Rio Grande Mexican Restaurant ($$; 143 W. Mountain Ave.; 970/224-5428).Worth the trip: A drive along State 14 to nearby Cache la Poudre River Canyon (970/295-6700) in RooseveltNational Forest, for views of the spring runoff and wildflowers.1. A riverfront rideIn bike commuter–friendly Fort Collins, the scenic Poudre River Trail is a bit of a thoroughfare, cutting westto east through the city for 10 miles along the river. The paved trail meanders past white-tailed deer andspringtime wildflowers, with turnoffs to downtown and the city’s celebrated breweries.2. Get yourself some wheelsFort Collins is crazy for bikes, and it has the shops to prove it. Check out the vintage cruisers at Brave NewWheel (above; closed Sun; 105 E. Myrtle St.; 970/416-0417). Or rent a ride from Full Cycle in Old Town, just amile from the river trail (from $10 for four hours; 230 S. College Ave.; 970/484-1800).3. Fuel up with a cupThe Bean Cycle is a bike- and eco-friendly coffeeshop staffed by adorable baristas who practice what they page 3
  • 63. preach: biking to work and serving fair-trade, organic java. Try a cup of the nutty Costa Rican blend whilebrowsing the in-house, nonprofit bookstore. 144 N. College Ave.4. Fill up your basket with bulbsDowntown’s Perennial Gardener, a garden-goodie and gift shop, teeters with birdhouses, lawn gnomes,paperwhite bulbs, potting vessels, and how-to books. Don’t miss the courtyard out back with soothingfountains. A half-hour of browsing here, and you’ll be ready to flex that green thumb. 154 N. College Ave.;970/224-39875. Cruise to a breweryBikes are synonymous with New Belgium Brewing Company, well loved for its Fat Tire amber ale, and just aquick ride from downtown along the Poudre River Trail. Book a spot on one of the popular brew tours (Fri–Sat;free), and don’t pass on the Blue Paddle, a pilsener-lager great for spring. Closed Sun; 500 Linden St.3 more spots to brake for beerThe Fort Collins BreweryCruise up for brewery tours offered hourly (1–5 p.m.) on Saturdays. The tasting room stays open until 7 p.m.for both samples and pints. Don’t miss the Rocky Mountain IPA and the Retro Red ale. Closed Sun; free; 1900 E.Lincoln Ave., Ste. BOdell Brewing CompanyAbout a half-mile from New Belgium, Odell is another Fort Collins classic with tours (1, 2, and 3 p.m.). Showup a half-hour early since they don’t take reservations. Or swing by the taproom for a taste of 90 Shilling, EasyStreet Wheat, or the summer-season brew, St. Lupulin Extra Pale Ale. Closed Sun; free; 800 E. Lincoln Ave.Anheuser-Busch BreweryFind out how they make Budweiser at this sprawling operation about 4 miles from downtown. It’s not asquaint as the others, but the tour (departing every 45 minutes) includes a visit to the Clydesdale horses. Free;2351 Busch Dr.Todd Gillman of New Belgium Brewing Company, HDYGTFAJ?! | Katherine SharpMay 3, 2010Mondays suck. Especially if you hate your job. But the day doesn’t have to be a total waste. You can lookforward to reading about ReadyMakers who have worked their way into f*&%ing awesome jobs—and maybefind a little inspiration to jumpstart your own career in the process.Not only does Todd Gillman of New Belgium Brewing company get to prowl the city of Seattle as a NewBelgium Beer Ranger, assuring quality in the retail outlets and bars where New Belgium beers are sold, butthat’s really him in the ’50s Park Ranger getup in New Belgium’s Ranger IPA ad campaign. Here he talks to usabout what it’s like to work for a company you truly believe in. page 
  • 64. VITAL STATS Occupation: New Belgium Beer Ranger Location: Seattle, WA Age: 30somethin’ First Job: First job ever = mowing lawns in the neighborhood; First “real” job = Account Services Rep for Airwalk Best Job: I’ve had some great jobs in my life. As a kid, in the summer I worked a “beach box” renting umbrellas & boogie boards to tourists, which was a great way to meet girls and surf a lot. I also ran a kayak shop in the heart of Appalachia’s best whitewater, so I pretty much got to kayak every day before and after work for a year or so. The first five days of my employment for a very well-known energy drink company happened to be in the Bahamas! But honestly, I’d have to say that my current gig as a New Belgium Beer Ranger is the dreamiest adult job I’ve had for many, many reasons. Greatest Professional Challenge: Being part of a “sinking ship” and still having to perform “service with a smile.” And shortly thereafter, being called into an all-staff meeting where we were all informed that we were being laid off and to gather our belongings & vacate the premises (needless to say, this happened before my New Belgium days). Salary During 20s: I don’t remember exactly, but it was barely enough to make endsmeet for most of those years!1. Hi, Todd Gillman. How did you get that f*&%ing awesome job?I attribute getting this f*&%ing awesome job to the perfect storm of “who you know,” “what you know,” a longlist of shared values with New Belgium, and a whole lot of perseverance. It’s not uncommon in our companyto hear of new hires having gone through the process of applying, interviewing, and being rejected numeroustimes, over the course of several years, before finally being let in the gates! You’ll hear about people withgraduate degrees trying to get a job in packaging or in the Liquid Center (our tasting room). It’s widely knownthat many of our upper management positions are filled by folks who got in and paid their dues on the bottlingline or slinging kegs onto trucks.2. Tell us a little bit about New Belgium. It sounds like an interesting place to work.New Belgium has grown into an internationally known craft brewery from really modest beginnings. We werethe first American commercial brewery to concentrate on Belgian-style beer, and that started in the basementof a really small house in Fort Collins. Today, nearly every brewer worth his or her salt in the US is tinkeringwith Belgian styles. Our founders, Jeff Lebesch and Kim Jordan, established a list of “core values & beliefs” forNew Belgium before the first bottle of beer was sold. Things like “promoting beer culture,” “environmentalstewardship,” “high-involvement culture,” “committing to authentic relationships,” and “having fun” are woveninto the company culture. Our beer seems to be ubiquitous in some markets, so a lot of people think we’rethis giant corporation or that we’re a subsidiary of one of the big domestic breweries. But we’re just 340 veryengaged people committed to taking care of this awesome employee-owned project. Most of us think of thecompany as one big family and because of that there’s a lot of pride and love within NBB…though from outsideit probably seems like a cult.3. What’s a typical day in the life of a Beer Ranger like? Have you had any notable adventures in the line ofduty?One of the things I love about being a Ranger is that there’s really no such thing as a “typical day.” I work a lotwith our distributor partners helping them sell our beer. I work a lot with our retail accounts making sure weare meeting their product needs, ensuring the quality and freshness of our product when it’s at retail, and also page 
  • 65. partnering with them on fun retail-level marketing projects. I also work directly with consumers, educatingthem about our brewery, our beers, our ethos, beer culture in general, and dreaming up fun ways to promoteNew Belgium. I spend a day or two per week in the home office and most of the rest of the time out in thetrade. Some Rangers cover a huge geographic territory, like our man in Montana, but I work a densely packedurban area, so I can sometimes do my work from the seat of a bike. I’m constantly responding to urgentcustomer or distributor needs, so that part of the job keeps me on my toes and means being very flexible andprepared to shift focus from one thing to the next with little notice.4. How many of you Rangers are there?We’re up to about 100 people working in the field throughout our entire footprint. That number includesRangers, directors and managers and our field Quality Assurance team.5. Did you have any idea, starting out, that you’d end up doing something like what you are doing now?Before you started working, what were you expecting, or looking for?When I started my career, I had no idea that anything like what I’m doing now even existed. When I startedout, I just wanted to work at a “cool” job where I was passionate about my company and where I couldleverage my creativity and problem-solving skills. Beyond that, I wasn’t really all that tuned in to what was upwith the so-called real world.6. What are the biggest pleasures of the job? What could you do without?There’s so much to love. Beer and beer culture, for one. But also, waking upevery day knowing that I represent an organization that’s doing well by doinggood. NBB takes such great care of us: a Subaru Outback and all the relatedexpenses are covered; employee ownership means we each have a voice inbig company decisions (it also means dividends); a truly equitable, progressiveand empowering management system; and constant investment in continuouseducation for all employee-owners. Also, the perks that come with buildinggreat relationships with many of the people who help make Seattle a world-class city.The beer industry can be very cutthroat, and I’m not your typical sales jock.So I could definitely do without some of the drama that is inherent in theindustry side of things. I could do without some of the arrogance and negativitythat some new-era beer lovers are bringing to the scene. But all that stuff is easy enough to either ignore orenlighten.7. I hear you had a hand in developing a new beer, the Ranger IPA. What’s the story there?I was invited to be part of a small group of brewers and upper management tasked with helping to shape theoverall profile for what was to become Ranger IPA. Initially, being a Ranger out in Seattle, I had no involvementin the beer. But I had strong opinions about an early prototype of the IPA and so I was asked by one of theDirectors to submit my thoughts in writing. So, I suppose my involvement can basically be traced back to anarticulate and apparently compelling email I wrote. From there, I was looped into the development group,which was a huge honor and an opportunity I took very seriously. For years, New Belgium stuck mainly to itsBelgian heritage and let the IPA craze run its course. But in certain parts of the country, IPA’s were never simplya style fad, they’re a staple in the regional beer culture. Today, IPA is the fastest growing category in the U.S.,but is also the most polarizing. Everyone has an opinion on what makes a good IPA, especially here on theWest Coast. Throughout the development process, with each subsequent incarnation of our IPA, I acted as thegatherer and disseminator of information and feedback from my teammates and my contacts at key accountsthroughout the region. We tested prototypes in informal focus groups and tasted a lot of different IPAs next page 
  • 66. to ours. I also did a ton of research on the country’s best IPAs, digging for recipes, correlating the maltbillsand hops schedules with common keywords found in the tasting notes…and yes, I had to actually drink allthese beers to really know what I was talking about. Throughout the process, all this info was fed back to thedevelopment team and much of it was taken into consideration and applied to subsequent versions of thebeer.8. What advice would you give to someone who wanted to do something similar to what you’ve done?An organization like New Belgium receives so much interest from lots of highly qualified people. I don’tenvy our HR people at all. So at a place like this, having established relationships inside the organization ofyour choice, someone who can go to bat for you, is often a great way to make sure your resume is moved tosomewhere close to the top of the pile. Being able to demonstrate that you’re a good cultural fit is importantat any organization that was founded on a particular code of ethics or ideals. The best way to do that is to notjust align with those ideals, but to actually live them. Passionate organizations want passionate people, so justdo what you love, love what you do, & the rest will take care of itself.May 3, 2010Got Sweet Vieo Footy & A Little Faith? Have some shred footy from the winter that needs a big screen? Perhaps a socio-political vision that demands a bully pulpit? Well, the good folks at New Belgium are launching an inclusive video contest around their upcoming Clips of Faith Beer and Film Tour that might be right up your alley. New Belgium Brewery, out of Ft. Collins, CO, makes some of the best beer on the planet. Since they first started to crank out Fat Tire and a plethora of other fine beers two decades ago, New Belgiumhas evolved into a brand that represents much more than tasty suds. They are one of the world’s leadingcraft brewers, a trendsetter in sustainable practices, a Colorado icon, and a kind force that inspires the activelifestyle.If you are over 21 and a US resident, here’s where you come in. Have some shred footy from the winter thatneeds a big screen? Perhaps a socio-political vision that demands a bully pulpit? Or maybe just a random‘caught on film’ road trip incident that makes you bust up laughing every time you see it? Maybe all of theabove! If this strikes a chord, the good folks at New Belgium are launching an inclusive video contest aroundtheir upcoming Clips of Faith Beer and Film Tour that might be right up your alley. page 
  • 67. Until May 20, New Belgium is inviting you to submit your 10 sec to 10 minute clip. The best handful ofsubmissions will be showcased on the 14 city tour set to kick off in June. Even better, the makers of the bestthree clips will be teleported to the New Belgium Brewery in Ft. Collins for a private screening, a brewery tourand an amazing dinner.Got a vision and/or something in the can? Head over to, learn more about New Belgium, readthe contest rules, regs and suggestions, and get in the ring.Cheers!Beer Reviews: New Belgium Brewing Co.’s Ranger IPA | Emma ChristensenMay 4, 2010 Are you a self-professed hophead? Are the IBUs just as important to you as the ABV? Do you love beers so bitter that your taste buds sting with protest? So tart that your tongue twists in knots as soon as you take the first sip? If so, read on! Beer Details: Ranger India Pale Ale from New Belgium Brewing Company, Fort Collins, Colorado. (70 IBUs, 6.5% ABV) Appearance: Crystal clear and a burnished dark gold color with a nice sticky head of lemony foam. Aroma: There’s no doubt that this is a hop-tastic beer! Thearoma is pure hop flower with layers of potpourri spiciness, hemp, and toasty malts.Taste: This IPA is a parade of all the flavors we love in a hoppy beer: lemon citrus and orange blossom, grapefruitand pine resin, tart apricot and unripe peach. Talk about a tongue-bruiser! Rather than muddling together, eachflavor stands out individually. Biscuit malts peek through every now and again for a hint of sweetness.It’s medium-bodied and very smooth - it would almost be creamy if it weren’t for the prickly sensation from thehops. There’s a lingering citrus pith flavor after each sip, but otherwise, the beer finishes crisp and clean.Having said this, personally, I felt this IPA was lacking something. I love a bitter hoppy brew, but I also like a nicemalty backbone to balance out all those bright flavors. This beer felt like all hop attack with nothing underneath tohold it up. Some of you might love this about it, though, so definitely try it for yourselves!Food Pairings: With all its perky citrus flavors, this IPA would be ideal for an afternoon cookout. It’s flavors are boldenough to stand up to the strong flavors of grilled foods, sharp cheeses, and barbecue sauce.Have you tried this beer? What did you think of it?Related: Quick and Dirty Guide to Lager Beers page 
  • 68. Craft beer industry growing in Fort Collins | Dan Boniface (9News)May 10, 2010Walking through the skeletal frame of her new brewery Wednesday morning, Jan Peters, vice president of theFort Collins Brewery, can envision every aspect of the building. Stepping through the frame of what will soon be the brewery’s kitchen, Peters walks out onto the patio andgazes across Lincoln Avenue at Link-N-Green Golf Course, painting a mental picture of what the $4 millionbuilding will look like when it is completed in July.The 30,000-square-foot brewery under construction at 1020 E. Lincoln Ave., right down the road from OdellBrewing Co., will include a 5,000-square-foot restaurant and 17,000-square-foot brewery when it opens to thepublic.The second story will be reserved for offices, and a 7,500-square-foot portion of the building to the east will beleased with the option of future expansion.The brewery will also include a tasting room and events room to appeal to tourists, Peters said.The 6-year-old brewery, currently at 1900 E. Lincoln Ave., is a prime example of the growth the craft beerindustry is experiencing at the moment.Odell, 800 E. Lincoln Ave., recently doubled all aspects of its facility from 22,500 square feet to 45,000 squarefeet.Three new breweries plan to open in Fort Collins this year, including Equinox Brewing Co., 133 Remington St.,which opened April 30.Yet, as the craft brews saw a 7.2 percent increase by volume and 10.3 percent increase in sales in 2009compared with 2008, according to the Brewers Association, experts and brewers alike agree there could comea point where there are more breweries than the market can handle in Fort Collins.Brewing big businessLike any other product, the craft beer business boils down to supply and demand. Fortunately for craftbrewers, the regional demand for beer is pretty strong.The craft market is “way healthy,” said Wynne Odell, co-owner of Odell Brewing Co., who is glad to see otherbreweries opening and expanding in the city. It is obviously a great place to open a brewery.”“Definitely, the more the merrier.” page 
  • 69. Fort Collins has six craft breweries, with two more planning to open later this year.Most local brewers are quick to welcome new brewers to the market, letting demand and quality dictate whichsurvive.New Belgium Brewing Co. spokesman Bryan Simpson said brewers entering the market need to do so for theright reasons. The primary motive for starting a brewery should be a passion for good beer, not strictly lookingto turn a profit, he said.“I do think the market will dictate what can be supported at some point,” Simpson said. “It’s healthy forthe beer community to have options and choice, and what I have found is a little bit of knowledge begetsknowledge.”Martin Shields, Colorado State University regional economist, said there could be a point where craft breweriesstart to cancel each other out and saturate the market.“Craft brewing is the only growth industry in the beer industry, and it may be coming at the expense of InBevand MolsonCoors,” Shields said.Paul Gatza, director of the Boulder-based Brewers Association, said Fort Collins’ craft-brewing industry is oneof the healthiest in the country, with a knowledgeable customer base and established craft brewers.“I think [Fort Collins] got a head start on a lot of other parts of the country. The microbrewing community waspretty active there in the late ‘80s, early ‘90s,” he said. “These brewers are ingrained in the communities.”Gatza said there could be too many breweries in the area at some point, but competition will weed out thelesser brewers.Colorado ranks fifth in the nation when it comes to breweries per capita, with 103 breweries in the state,according to a 2008 Brewers Association study, the latest information available.The craft-brewing sales share in 2009 was 4.3 percent by volume and 6.9 percent by dollars as overall U.S. beersales declined 2.2 percent.Craft brewers sold an estimated 9.1 million barrels of beer in 2009, up from 8.5 million in 2008, according tothe Brewers Association.The increase in sales in craft brews doesn’t only translate to money for the brewers, but for the city as well.Mike Freeman, the city’s chief financial officer, said craft brewing aggregated from 2006 to 2009 grew by 68jobs, or 27 percent, in terms of its work force.The total number of craft-brew jobs in Fort Collins as of June 31, 2009, was 326, Freeman said.While Freeman notes 326 isn’t a huge number of jobs, the average salary of an employee working at a craftbrewery in Fort Collins is $70,000, which is roughly double the average salary of a Larimer County resident,according to the latest information obtained by the city.“It’s definitely growing at a faster pace than our more established industries,” Freeman said. page 0
  • 70. Craft beer is also a top draw for tourists.According to a Fort Collins Convention & Visitors Bureau survey in 2006, the average brewery visitor was 38years old with an average salary of $98,245. Forty-six percent of visitors to breweries stay in town overnight.Jim Clark, president and CEO of the convention and visitors bureau, said that could mean affluent visitors toFort Collins breweries spend more money here, but anecdotally he has learned that many people who livehere take family and friends to the breweries when they visit.There is a concerted effort by Clark’s office to make Fort Collins the “Napa Valley of beers.”“We’ve been active over the last several years working with the Colorado Brewer’s Guild to try to mimic someof success we’ve seen on the Western Slope with wine,” Clark said. “The bottom line is it is one thing we’repromoting as a primary attraction. Breweries are a great business.”It is tourists that Peters hopes to attract with the new brewery expansion. It’s no accident that the Fort CollinsBrewery’s new location is so close to Odell and New Belgium. Peters said she wanted to be closer to the “beertriangle.”Room for moreWhile local brewers might compete for tap handles and shelf space, a majority indicate there is a brotherhoodof brewers in the region.Since opening, Equinox has had employees from other breweries stop by to sample the beer and congratulatethem, said owner Colin Westcott, who also owns the home-brew and wine-making store Hops and Berries nextto Equinox.“The industry has a lot of cooperation. There is a lot of competition with tap handles, but the cooperationamongst brewers and friendliness is amazing,” Westcott said. “We’ve had New Belgium employees checkingout beers.”Odell said they don’t view new breweries, such as Equinox, as competition, but rather another avenue forpeople to discover craft beer.“They are absolutely welcome,” Odell said. “They are not going to be taking huge chunks away from us; it helpsexcite our customers and new customers they bring into the fold.”Peters said the more breweries that congregate in town, the more jobs are created and more money is broughtin through tourists.“[Breweries] bring a lot to the economy,” Peters said. “It brings a great energy to Fort Collins.”New Belgium also supports new brewers and breweries, Simpson said.However, as more brewers enter the market, conflicts have arisen.Last fall, a new brewery looking to open in town inadvertently stepped on the toes of an existing brewerywhen Steve Jones, brewer and founder of Pateros Creek Brewing, formerly Horsetooth Brewing Co.,announced plans to open a new brewery. page 1
  • 71. Dwight Hall, CooperSmith’s brewer, took issue with the brewery’s original name because of CooperSmith’snearly 20-year-old Horsetooth Stout brew.In the end, Jones voluntarily changed the name of his brewery.Hall did not return a request for an interview for this story but said at the time it was not good to have twobreweries in the same town using the same names.Jones said he was surprised by Hall’s reaction.New brews on the blockAt first glance, opening a new brewery in Fort Collins, the home of one of the biggest craft brewers in thecountry, might appear daunting. Brad Lincoln and Gordon Schuck, founders of Funkwerks, said they needbrewers like New Belgium to make it.The two brewers, who quit their jobs to come to Fort Collins for the lifestyle and brewing culture, are workingto open Funkwerks this summer at 216 Commerce Drive.“We can’t do what we’re doing in a place that doesn’t have a lot of breweries,” said Lincoln, whose focus willbe on brewing saison beers using organic ingredients.The duo, who are in the process of getting their license to brew, consider themselves a “nanobrewery” startingout, meaning they are smaller than a microbrewery. In their first year, they aim to brew 200 barrels with a fewkegs on tap around town and 750-milliliter bottles in stores.Gatza said he’s seen more nanobreweries emerging in the past three to five years as home brewers with dayjobs are selling limited batches at select retailers or bars.“Craft brewing is now legit. It could get even larger,” Lincoln said. “We are a brewery for beer geeks.”While craft brewing is still a relatively small chunk of the brewing industry - around 4 percent - it is proving tobe a booming business for brewers moving from their home brewing systems to professional brewing systems.Suppliers for Hops and Berries are constantly surprised at the amount of beer supplies the shop goes through,considering most homebrew and wine-making shops make their money off wine sales, said Westcott, whonotes around 75 percent of his customers are home brewers.“Fort Collins is the Napa Valley of beer. People around here are really into good beer,” Westcott said. “It allcomes from the fact that there are such good brewers. There is nowhere else where beer is such a part of theculture.”Pateros Creek Brewing is running behind schedule due to funding issues, but Jones said he is working withan unidentified brewer to use their brewing system to get his beer out on the market toward the end of themonth.He is still looking at various locations to open his own brewery, including Fort Collins Brewery’s soon-to-be-former location and Foothills Mall.Despite the delays, Jones is still positive about getting up and running late this year or early next year. page 2
  • 72. “[Craft brewing] feels like it’s exploding pretty good. Equinox had its opening last week and it was just crazy,”Jones said. “The quality of beer in this town is so great, people are willing to go try different varieties.”Another established brewery considering opening a “craft beer bar” concept in Fort Collins is Longmont-basedOskar Blues.The brewery, which is also expanding to meet demand, is exploring the possibility of opening a multi-tap craftbeer bar in Fort Collins that would be similar to the “Oskar Blues Home Made Liquids & Solids” restaurantconcept in Longmont.Chad Melis, marketing director for Oskar Blues, said they have not progressed beyond the conceptual reviewapplication submitted to the city for 350 Linden St.“There has never been a better time to be beer drinker than right now,” Gatza said.Craft Breweries Boom, Expand In Fort Collins | Mike HookerMay 11, 2010Craft beer makers are enjoying a sales surge and they actually give some of the credit to the recession.As people give up more expensive luxuries, fancy beer may be taking the place of fine wine or aged whiskey. InFort Collins there has been a building boom among breweries.Beer from the Fort Collins Brewing Company is now sold in 16 states. As sales grow, the craft beer maker hassimply outgrown its space. Now the brewery is constructing a new, $4 million home.Fort Collins Brewing Company Vice President Jan Peters says the new brewhouse will triple production capacityand add a full restaurant.“From the restaurant they’ll be able to see malt being moved, floor trucks being able to come through, bottlesgoing through the packaging line,” Peters said.Down the street, Odell Brewing Company just doubled the size of its brewery; several nano-breweries areopening; and New Belgium Brewing recently expanded its bottling line and is looking to build another craftbrew house on the west coast; all at a time when the country’s biggest breweries are hurting.“I think the consumer is just really interested in trying something new, something that they’ve discovered,something that gives them a different perspective on what beer is, and that’s what craft can offer,” said WynneOdell, Odell Brewing Company CEO. page 3
  • 73. Odell says the thriving beer triangle of Fort Collins is nowhere near being saturated with breweries.“Never say never, but at this point I think adding new breweries only brings more interest into the field. Aconsumer can come in and try one of our beers, go down the street and try something different, maybe headover to New Belgium and try something different,” Odell said.Fort Collins Brewing Company says for them it was also important to move closer to the other breweries. It willhelp them bring in fans during beer tastings.Breweries Whose Best-Known Beers Are Also Their Least Interesting | Jesse HugheyMay 14, 2010Ask for a Shiner in any Texas bar and you’re almost certain to get aShiner Bock without any need to clarify, despite the array of otherbrews offered by the Spoetzl brewery under the Shiner name. In fact,Shiner Bock is so synonymous with Spoetzl that many casual beerdrinkers may not even be aware that it offers other varieties.I find this strange, because, at the risk of being accused of treason,Shiner Bock is by far my least favorite Shiner beer. But it shouldn’t beso surprising. Shiner’s version of a bock is a very accessible, drinkablebeer with just a bit more sweet maltiness than your averagemacrobrewed lager. It’s a safe, consistent and nonthreatening choice,so it stands to reason that it would outsell the brewery’s other, more flavorful offerings that scare off peopleaccustomed to the Bud Lights of the world.Which got me thinking about other breweries best known for their most basic, crowd-pleasing products -- thebeers that I (and, I suspect, many other beer lovers) find to be the least interesting. With the help of fellowbeer-loving Dallas Observer colleagues Kelly Dearmore and Daniel Hopkins, I present Breweries Whose Best-Known Beers Are Also Their Least Interesting.Spoetzl Brewery, Shiner BockBrewed since 1913, Shiner Bock is without question the flagship beer of theSpoetzl Brewery in Shiner, Texas. Perhaps its popularity is due to it beingsomething of a compromise between fuller-bodied German-style bocks and thelight-bodied lagers preferred by many Texans, who like a cold and refreshingbeer to fight off the heat. Whatever the case, Shiner Bock is a mediocre beerfrom a brewery that offers far better brews, such as its Black Lager, the peach-and-pecan-flavored holiday Cheer or the excellent, rich doppelbock 100Commemorator. page 
  • 74. New Belgium Fat TireThis amber ale is a middle-of-the-road example of a middle-of-the-road style. But ifselling this beer by the truckload keeps New Belgium around, I’m all for it. Anything tosupport a business that in turn supports arts in its community -- especially when thatbusiness also offers superior brews like the 1554 Enlightened Black Ale and the lovelyTrippel. Brooklyn Brewery, Brooklyn Lager Brooklyn Lager is a great example of a drinkable lager, with a nice hop presence that gives it far more personality than the average beer of its style. Brooklyn’s brewmaster, Garrett Oliver, is one of the craft beer industry’s greatest advocates -- and a great guy, judging from the chances I’ve had to talk with him. But Brooklyn makes far better beers than its signature lager, such as the phenomenal Russian imperial Black Chocolate Stout, the fantastic strong saison Local 1 and the beautiful dark Belgian-style Local 2. Samuel Adams Boston Lager Let’s give credit where credit is due: If it weren’t for Samuel Adams and the enduring popularity of the company’s Boston Lager, the craft-brew industrywould be a vastly different scene -- and probably an even smaller part of the beer market.Brewmaster Jim Koch coined the term “extreme beer” (for better or for worse), pushes theenvelope with brews like the 27-percent ABV Utopias and gives homebrewers a chance atfame with the LongShot contest. Yet his most popular beer is also his least interesting. LikeBrooklyn Lager, Boston Lager is an above-average lager, though on the malty rather thanhoppy side of the spectrum. But it’s not nearly as memorable as other Sam Adams offeringssuch as the awesome Imperial Double Bock. Sierra Nevada Pale Ale I hesitate to include this one, as it is an enormously influential touchstone of American pale ales. Yet, Kelly and Daniel both mentioned it in separate conversations -- and I’ll have to admit, it’s pretty far down the list of Sierra Nevada beers that I’ll order at a bar. Perhaps that’s because it’s been around so long -- and spawned so many hop-heavy West Coast imitators -- that I take it for granted. Whatever the reason, I’m far more likely to order one of their porters or stouts -- or, when possible, special limited-edition offerings like the Fritz and Ken’s 30th Anniversary Stout. Anchor SteamThe historic San Francisco brewery’s Steam is a trademarked term for a method used in the late19th century in California to ferment lager at higher temperatures. Innovative and unique, perhaps,not to mention crisp and refreshing. But Anchor makes far better beers like its rich porter and OldFoghorn barleywine -- not to mention its holiday seasonal Our Very Special Ale, year after year oneof the most consistently great and anticipated beers. page 
  • 75. Fat Tire Amber -- The New Belgium Brewster | Robert ManciniMay 25, 2010 Our eighth of 12 candidates for America’s Next Top Beer ... Fat Tire Amber New Belgium Brewing -- Fort Collins, Colo. With your votes, you launched this Belgian brew (by way of Colorado) into our elite 12-pack of finalists. One sip of this complex but immensely drinkable beer, and it’s easy to see why. This rich, copper-colored brew reveals hints of caramel, cherry, pear, florals, hops and sweet malt as layers of flavor unfold. But while it’s complex enough to stand next to the rest of the craft beers in our 12-pack, Fat Tire is also smooth enough and lightenough to be your go-to session beer. But does this users’ choice have what it takes to be America’s Next TopBeer?The Final Word:Asylum user Wally: “Deserves to go nationwide”Asylum user engerlund: “Best ale I have tasted since moved to the U.S.!”To see a roundup of all the nominated beers, and to get more information on our Microbrewed Beer of theMonth giveaway, check out our America’s Next Top Beer hub.May 26, 2010Tastings: Weekly wine, beer, spirits review2009 J Winery Pinot Gris, California, $18Recently this winery was certified by the San Francisco Bay Area Green Business program as a “green winery”because of efforts to be stewards of the land. This pinot gris has all of the classic flavors you expect from thisgrape. It starts with a light and fresh nose full of citrus and creamy vanilla bean that follows into the flavorswith loads of lime zest, soft yellow apples and a light note of tropical fruit. The wine is soft and light but hasloads of character and flavor. page 
  • 76. The acidity of the citrus keeps the flavors fresh and lively and makes this a food-friendly wine. It’s a terrificmatch for summer grilled menus, or enjoy it on its own as the day winds down.New Belgium Brewing Skinny Dip Summer Brew, Colorado, $7 six-packThis great summer brew from a fun brewery with layers of lime and lemon flavors along with grain and hops.There’s an earthy and grainy taste but fruit and floral notes keep it fresh and exciting. This is an easy-drinkingbeer during summer heat and with summer meals. It offers a perfect balance for people who like serious, full-bodied beer with structure and people who like a softer beer with fruit notes.Ciroc Red Berry Vodka, France, $30This interesting, high quality vodka is made from grapes grown in the Cognac region of France and infused withraspberry and strawberry essences. It starts with sweet, soft, concentrated aromas of red raspberries and analmost candy-like fruitiness. The flavors came in waves of sweet raspberry and wild greener strawberry. Grapeflavors are subtle and surface on the finish. The fruit does not taste artificial, and there is no burn — evenwhen tasted warm and straight. It would be terrific with club soda or tonic and just on the rocks.NOTE: For a list of upcoming wines to be reviewed, e-mail page 
  • 77. Sour Beer Is Risky Business, Starting With the Name | Lucy BurninghamJune 1, 2010 BREWERS of barrel-aged sour beer take risks and practice patience. They wait as long as three years to see whether the cloudy liquids resting in oak ripen into shades of gold or raspberry and develop the ideal tart, tangy flavors, or become undrinkable, ravaged by aggressive yeasts. It’s an expensive gamble. And even if they succeed, they may still have to persuade people to drink them. “We still get customers who call to letus know a bottle of our barrel-aged beer had gone bad because it tasted sour,” said Vinnie Cilurzo, ownerof Russian River Brewing Company in Santa Rosa, Calif. “Sour beers will never become the pale ales of craftbrewing.”But for the brewers of sour beer, and its fans, the wait is worth it.“I almost regret that we call them sour beers,” said Tom Nickel, owner of O’Brien’s Pub in San Diego. “The word‘sour’ requires a bit of a leap of faith.” The best of some sour styles, such as gueuze, he said, have flavors likechampagne or fresh lemonade. “You may not like the idea you’re drinking sour beer, but your mouth will likeit.”While the umbrella of “sour ales” includes many styles, traditional sour beers are most popular in Belgium,home of lambics, gueuzes and Flemish sour ales. But in the last few years American brewers have been tryingtheir hand at imitating and riffing off those styles by fermenting with special yeasts and lactic acid bacteria.Sometimes they age the beers in wood or stainless steel and add raspberries, cherries, apricots and other freshfruit for flavor, before blending the end results.In 2002, when the Great American Beer Festival introduced its first sour categories, brewers entered just 15sour beers. At last year’s festival, brewers entered 119 sour beers in four categories: Belgian-style lambic orsour ale, American-style sour ale, German-style sour ale, and wood- and barrel-aged sour beer.They’re driven by a thirst for a challenge — in brewing and drinking. Producing a barrel-aged sour beerrequires a willingness to take risks.In 2002, when the Great American Beer Festival introduced its first sour categories, brewers entered just 15sour beers. At last year’s festival, brewers entered 119 sour beers in four categories: Belgian-style lambic or page 
  • 78. In 2002, when the Great American Beer Festival introduced its first sour categories, brewers entered just 15sour beers. At last year’s festival, brewers entered 119 sour beers in four categories: Belgian-style lambic orsour ale, American-style sour ale, German-style sour ale, and wood- and barrel-aged sour beer.They’re driven by a thirst for a challenge — in brewing and drinking. Producing a barrel-aged sour beerrequires a willingness to take risks.(Two places in New York City that are serving sour-style beers are the Blind Tiger, 281 Bleecker Street, nearJones Street, Greenwich Village, 212-462-4682; and Jimmy’s No. 43, 43 East Seventh Street, near SecondAvenue, East Village, 212-982-3006.)Peter Bouckaert was one of the first brewers to produce sour ales in the United States. Mr. Bouckaert, a nativeof Belgium who had worked at breweries there, including Rodenbach, became brewmaster at New BelgiumBrewing Company in Fort Collins, Colo., in 1996. He released La Folie, a Flanders-style red, in 1999. It’s one ofthe New Belgium’s three wood-aged sour beers that are well regarded by aficionados, even though they makeup less than 2 percent of its sales.“Pushing in new directions is part of the true craft-brewing spirit,” Mr. Bouckaert said. “We’re not going to domarket research first.”Allagash Brewing in Portland, Me., produces sour beers using spontaneous fermentation, a traditional Belgianmethod of exposing the wort — beer before fermentation — to air, so it can come in contact with naturallyoccurring yeasts and bacteria. It’s the first American brewery to do so. Allagash calls the beers Coolships, theterm for the wide, bathtub-like container that allows the wort to kiss the air.“Some beer geeks are trying to catch me cheating,” said Jason Perkins, Allagash’s brewmaster. “If we wanted toadd yeast to make a sour beer, we’d just do that. Instead we’re trying to remain true to the traditional lambicstyle.”Mr. Perkins considers the early batches of tart, fruity, dry Coolships experimental; the beers have yet to bekegged or bottled for the public.“The lambic brewers who inspired us have been doing these styles for hundreds of years, and they’re stillfiguring it out,” Mr. Perkins said. “We still have a lot to learn.”Most brewers don’t leave the process to chance. They add various souring bacteria and Brettanomyces yeast,which bathe inside the warm, dark womb of the oak barrels, devouring sugars with a rampant aggressiveness.The bacteria create strong sour notes while Brettanomyces adds distinct aromas and flavors, combinations ofsweetness, tart acidity, fruit, earth, cloves and barnyard funk.But unlike most brewing yeasts, Brettanomyces can easily survive in low-nutrient environments — it doesn’tdie easily, especially in wood. Working with Brettanomyces risks contaminating everything it contacts —barrels and work aprons, stainless steel tanks and batches of beer.Russian River uses all four strains of Brettanomyces commercially available to brewers, even though the yeastscould destroy 90 percent of the brewery’s beers that aren’t supposed to be sour. To avoid cross-contamination,Mr. Cilurzo limits Brettanomyces brewing to a specific area and equipment. Brewers working in that spacearen’t allowed to enter other parts of the brewery on the same day and are encouraged to wash their clothesafter work. page 
  • 79. Some neighboring Sonoma County winemakers consider the yeast a scourge capable of destroying entirevintages of wine and refuse to sell Russian River the chardonnay, pinot noir and cabernet barrels in which thesour ales age.“Some winemakers won’t even enter our brewery for a beer because they’re so disgusted by Brettanomyces,”Mr. Cilurzo said.Ron Gansberg, the brewmaster at Cascade Brewing in Portland, Ore., has another problem withBrettanomyces.“Brettanomyces beers can be very sour to where they’re an event unto themselves,” Mr. Gansberg said. “Notnecessarily something to pair with food.”Sour beers made with yeasts other than Brettanomyces can have more balance and body, he said, which is whyhe’s never intentionally added the yeast to any of his beers.For Mr. Gansberg, producing sour beers provided a chance to stand out from the multitude of craft brewers inthe Pacific Northwest making bitter, hop-heavy India pale ales. He said he strives for balance, not just sourness.“I didn’t sign on to the hops arms race,” he said, “and I’m not going to go down the road of, ‘My beer is moresour than yours.’ ”The Technology Driving Denver’s B-cycle Bike Sharing System | Alissa WalkerJune 3, 2010 One month after the Denver debut of B-cycle, the first large- scale bike sharing program in the U.S., over 3,000 Denver residents have burned over 1.3 million calories by pedaling away at the 400 bikes docked at 42 stations around the city. That’s according to Amadeus Consulting, the Boulder, Colorado neighbor of B-cycle creators Crispin Porter + Bogusky who develop the integrated technology for the system that tracks usage through a kiosk user interface, Web services, and an iPhone application. The iPhone app, which launched last week, has had about 600 downloads out of a total of just over 3,000 members (users haveto pay a membership fee ranging from $5 for 24-hour use to $65 annual passes, on top of hourly rental feesto be able to borrow the bikes). The app can be used to locate and unlock bikes around the city and monitorstime, mileage, and calories burned based on trip distance. It also reports the reduction in carbon emissionsachieved by biking rather than driving and allows members to connect with each other through Facebook andTwitter. Users can go on the B-cycle Web site at any time to monitor their accounts in more detail. page 0
  • 80. The technology also helps Denver Bike Sharing, a nonprofit thatmanages the service, to make sure bikes are readily availablethroughout the city. According to a DBS spokesperson, theperfect ratio of bikes to spaces is 2/3 full to 1/3 empty. DBSmonitors the ratios throughout the day, but should thosenumbers become too uneven, the team employs a radically low-tech solution: They deploy riders to go and shuffle the bikes.And even though B-cycle bikes have a built-in honesty policy--they’ll charge your account a whopping $1,000 if it doesn’t getreturned within three days--the bikes are also equipped withtrackable RFID tags which act like GPSes to prevent theft.The only real complaint from riders so far is that the docking stations aren’t located in enough places thatpeople want to actually go (that, and it’s somewhat expensive for anything other than short trips, butaccording to B-cycle, that’s what it was designed for). As expected, the most popular docking stations aredowntown, and according to Amadeus’s Michelle Francis, they’re looking for even more activity as a certainwarm-weather sport heats up. “Rockies baseball games have been generating a lot of usage,” she says, “so it isexpected to pick up during games this summer.”And another unique tie-in is sure to attract even more Coloradans: This month, sustainably minded NewBelgium Brewery is slapping the B-cycle logo and Web site on 16,000 cases of its aptly named Fat Tire Beer.7 Breweries to Visit Before You Die | Chris BallardJune 4, 2010I will admit upfront that I’m a little biased with these choices. I know that there are many, many other breweries inthe world that merit a visit or two, but I’ve narrowed my choices to these seven based on beer preference or historicalvalue. Another confession that I must make is that I’ve yet to visit any of these breweries and, sadly, I’ve only visitedthe Coors brewery.Guinness Brewery: Dublin, IrelandThis is first brewery on my list, because Guinness is first in my heart. This is the beer that converted me. I fell in lovewith beer because of this wonderful stout. I know that not everyone is a fan of drinking “motor oil,” as I’m repeatedlytold Guinness is, but I find this brew very enjoyable. This brewery has loads of history and is located in country that isalso filled with a rich history.Anheuser-Busch Brewery: St. Louis, MOAlthough I am not a huge fan or advocate of this particular beer, I would love to visit the brewery because of thehistorical significance it holds for the United States. It may truly be one of the most iconic beers coming out of theStates these days, even though the brew is no longer “American.” Seeing the Clydesdales and stables would be a greatexperience, and getting a few free brews at the end of the tour wouldn’t hurt.Spoetzl Brewery: Shiner, TXShiner Bock is my go-to beer. When I’m not able to decide what brew to purchase I walk down the aisle page 1
  • 81. and meet my old friend. Comforting. Local. Good. This will be the first brewery that I will visit on my list because oflocation; it is simply the closest brewery. If you’ve never tasted Shiner Bock, it must become a priority as it is truly oneof the best beers.Sierra Nevada: Chico, CAWhen I think of craft beers, Sierra Nevada is the first that comes to mind. Founded in 1981, this is one of the youngestbreweries on my list, but no less intriguing. Only high quality beers come out of this brewery. The Taproom &Restaurant on site is a very attractive feature for this brewery. There is something very appealing to taking a tour andthen sitting down for a nice meal paired with a sample of the finest beer around.Weihenstephaner: Freising, GermanyThe oldest brewery in the world. Need I say more?Samuel Adams: Boston, MAFor me this is simply an excuse to take a trip to Boston. I want to eat and drink my way through this historic city anda must on the tour is Samuel Adams Brewery. Not a fan of their lager, I do enjoy many of their other brews. I believethat this brewery is one of the best craft breweries in the America, even though they are considered a Megabrewery.This is not the time for a Tea Party, but a Beer Party — only we don’t throw kegs into the harbor, we drink them!New Belgium Brewery: Fort Collins, COAnother brewery that is on the cutting edge of craft beer. I’m a huge fan of Fat Tire, one of my favorite brews. Foundedin 1989, New Belgium is the youngest brewery on my list. I love a great story and this brewery is not without one. JeffLebesch was inspired during a trip to Belgium to create new beers in his basement. His wife bottled, marketed, anddistributed his first two brews, Abbey and Fat Tire. Incredible.Meet America’s Next Top Beer -- Fat Tire Amber Ale | Robert ManciniJune 7, 2010 After hundreds of beers, thousands of votes and more than a few hangovers, we have found America’s Next Top Beer. We enlisted the aid of the some of the beer world’s sharpest minds and sampled the finest brews this land has to offer. But in the end, one copper-colored Colorado craft beer towered above all others. And now, thanks to your votes, Fat Tire Amber Ale is America’s Next Top Beer. “It’s a complete honor,” said Tyler Foos, who has introduced countless visitors to Fat Tire and all of New Belgium Brewing’s offerings in the tasting room of their Colorado brewery. “It’s amazing and humbling. There are so many great craft beers out there.” Brought to the table by user comments, Fat Tire was carried through the nomination round by it’s ardent fan base, and then went on to trounce our experts’ hand-picked finalists in the championship round of voting. When all the numbers were crunched, the Colorado-brewed amber ale actually raked in twice the votes of the runner-up, San Diego standout Stone Pale Ale. page 2
  • 82. Fat Tire actually found its inspiration in Belgium, where founder Jeff Lebesch fell in love with that country’sdistinctive brews during a bike trip. Lebesch tried to recreate those flavors -- notes of fruit and floral elementsbalanced with hints of hops -- in his Colorado basement, and the New Belgium Brewing Co. was born. Thecompany now brews more than 20 different varieties of beer, but Fat Tire remains New Belgium’s calling card.“It’s had a lot of amazing staying power,” Foos told us.So what’s the appeal of this amber elixir? For some, it’s a bit of homegrown Rocky Mountain pride. “I found itliving in Colorado, but have missed it since moving to Virginia,” Asylum user kevo wrote.“I live at the Mothership, Fort Collins. There’s nothing sweeter than a visit to the brewery for Lips of Faithsamplings,” Fat Tire fan Diana reports.But for others, the company’s progressive business practices -- from their employee-owned culture to theiruse of wind power and additional energy-conservation efforts -- are as appealing as what’s in the bottle. “FatTire is an amazing beer made by not only the most amazing wind-powered brewery, but what I believe is thegreatest model for a company in the United States,” Asylum user Caleb said. “If only everyone could adopttheir philosophies what a world it would be!” Diana added.“I’ve heard people say, ‘I want to support you now that I know how you do business,’” Foos acknowledged.Ultimately, however, it’s all about the beer. As Caleb gushed, “[New Belgium Brewing is] just an amazing placethat makes amazing beer.”“For of a lot of people, I think Fat Tire is their first love,” Foos said. “They go on and try other beers, but theyalways come back to it.”And now, their little secret is America’s Next Top Beer.But think of this, beer-loving friends, not as an end but rather a beginning. Whether it’s Fat Tire or LagunitasIPA, B.O.R.I.S. the Crusher Oatmeal-Imperial Stout , Dogfish Head 60 Minute IPA or any one of our 24 top-shelffinalists, we hope you found some new brews to explore. Between our nominees and your suggestions, we’vespotlighted dozens of excellent craft beers, so don’t blame us if you spend your summer drinking lame beer.Beer Review: Abbey from New Belgium Brewing | Emma ChristensenJune 8, 2010We’ve been drinking nothing but hoppy pale ales, summer wheat beers, and pilsners since the weather got warm,so we picked up this dark Belgian-style dubbel from New Belgium Brewing for a little break. We do love a gooddubbel, and this Abbey is a mighty fine example! Have you had it?Beer Details: Abbey Belgian-Style Dubbel from New Belgium Brewing Company, Fort Collins, Colorado. (7.0% ABV)Appearance: This dark tawny-brown ale pours pretty darn clear and with a frothy head of meringue-like foam that page 3
  • 83. sticks around. Some nice lacing on the glass, too.Aroma: A ripe fruit fragrance is front and center in the nose: plum and cherry, fig, bananas about to go brown. Thiscarried into brown sugar and milk chocolate aromas laced with a soft anise note.Taste: This one tastes very much like how it smells! Dark fruit flavors mellow into soft chocolate and caramel.Earthy, herbal hops add some tang in the end, but this beer stays very mellow and smooth-tasting. As it warmed,there were more notes of fig and date - it actually reminded me of our favorite sticky toffee cakelets!It’s a medium-bodied beer, but an element of creaminess gives it a thicker mouthfeel. The alcohol adds a little heat.I was surprised at how clean-tasting and flavorful this beer stayed as I drank it. So often, beers like this start to leavea sticky, too-sweet feel in the mouth that interferes with the tasting all the flavor nuances. Not this one!Food Pairings: Despite the fact that this is a darker beer, it’s still a good one for summer. Open it after dinner andhave it with your ice cream and cookie course. It would also be amazing with grilled fruit!Walk the line: Eight cool drinks that break the heat | Derrick ChinnJune 17, 2010PINT OF THE WEEKMothership Wit, Fort Collins, Colo.(3 bottles)BEAM US UP: This spiced wheat beer’s spacey name salutes New Belgium’s brewery, affectionately known as theMothership. But quaffing a Mothership is not a far-out drinking experience. This is a down-to-earth, levelheadedbrew. In the world of craft beers, this ale is among the easiest for newcomers and dedicated non-geeks to enjoy.GREEN WIT: One of the world’s few wind-powered breweries, New Belgium is famous for its eco-consciousness.But Mothership, which took off in 2007, became its first organic beer. There’s nothing in this bottle except purewater, yeast, malts and hops — the latter, quite sparingly.FRUITY: Mothership carries a big cargo of fruit. On the nose, we found aromas of peaches, pears andblackberries; on the tongue, orange peel and soft coriander floating over a biscuity malt base. The finish broughtto mind meringue and lemon cake. This is not a beer for all occasions — find something with more backbonefor your salsa-splashed Mexican feast — but Mothership flies with salads, pasta and burgers. It soars with a nicecheese plate.NUMBERS: 4.8 percent alcohol by volume; 12 International Bittering Units (close to Budweiser); 155 calories per12-ounce bottle; about $7.99 per six pack.Note: Beers are rated from 0 to 5 bottles, with 5 best.Still thirsty? Find beer news and reviews at the Brewery Rowe blog, page 
  • 84. Your summer beer is stale, buddy | Josh NoelJune 19, 2010 Summer is here, which means it’s time for summer beer — crisp hefeweizens, bright blond ales and refreshing lagers. Right? Well, only if you want to drink what you did last summer. Nothing against the wheat beers of the world, but this summer, we’re not giving up massive flavor. While we are sticking with reasonably lighter-bodied beers — because who wants to be weighed down by a barrel-aged stout or imperial India pale ale in the teeth of the heat? — we’re also going bold. Here are three styles that will keep us satiated all summer long by not weighing us down, but packing a flavorful punch. Belgian IPA: Yes, we denigrated imperial IPAs as a summer beer a mere two paragraphs ago. But this increasingly popular style cleans up the weightiness of the hops and adds a thirst-quenching brightness with the yeasty Belgian character. Several breweries have taken a stab at this style, but my favorite so far is Great Divide Brewing’s Belgica. Many Belgian IPAs don’t have the guts to truly split the differencebetween being a traditional Belgian and an IPA. Belgica does it.Black lager: A beer you can’t see through in the middle of the summer? When it is a black lager, you bet. Manybreweries save their black lagers for a winter seasonal, but a few have caught on that these make fine year-round beers. Port Brewing’s Midnight Sessions Lager has a brilliantly medium-weight body, but dark, toasty,tobacco-like character. Would go great with some fresh-from-the-grill barbecue while retaining a reasonablelightness.Sour beer: A wood-aged sour beer might not sound so refreshing, but New Belgium’s Eric’s Ale is just that. Thispleasantly tart ale offers hints of summer from the added-in peach juice. Drinkable, tasty, and on a warm day,refreshing. page 
  • 85. Zoo Appeals to Cyclists | Penny ParkerJune 24, 2010 page 
  • 86. Want this bike? It’s free | Julie DeardorffJune 24, 2010There’s just one hitchTour de Fat, New Belgium Brewing’s traveling celebration of all things bicycle, is looking for a Chicagoan who iswilling to give up his or her car for a year in exchange for a hand-built Black Sheep commuter bike.Simply write an essay or submit a video describing why you want to ditch your car. If you’re picked, Tour de Fatorganizers will contact you to make sure you’re really up for the commitment. (Think January).If you are, the big swap will take place on Saturday when Tour de Fat stops in Chicago at Palmer Square Park atthe corner of Palmer Boulevard and Kedzie Avenue on June 26 from 9 a.m. to 4 p.m. page 
  • 87. If no one steps up to the plate beforehand, organizers will wait to see if someone volunteers at Saturday’s event. The event benefits West Town Bikes in Chicago, which helps to promote bicycling and educate youth. Here’s how to submit an application. And here’s video from last year’s stop in Chicago.6 Ahhhhh! Summer Beers | Lindsay FunstonJune 28, 2010New Belgium Skinny DipHints of lime and grapefruit make Skinny Dip, a “light” summer seasonal, theultimate thirst-quencher. Serve it with a wedge of orange.To buy: $8 for six 12-ounce bottles, at grocery stores.June 30, 2010cLips of Faith in MissoulaBoth stations ran similar pieces on New Belgium and its cLips of Faith series coming to Missoula.No video available. page 
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  • 89. The Hot 10 Best New Burger Spots | Andrew KnowltonJuly 1, 2010 page 0
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  • 93. Now you have plans for the weekend | Jonathan BenderJuly 2, 2010You need plans. Fat City has a recycle bin full of listings. In this post, all our problems are solved.Clips of Faith -- a traveling picture show -- comes to Theis Park (EmanuelCleaver II Boulevard and Oak Street) tonight. The touring fundraiser featuresfan-created short films and New Belgium beers. The proceeds benefit theMissouri Foundation for Bicycling and Walking. The films begin at dark.The Wine Barn in Kansas City, Kansas is celebrating the Fourth of July allweekend long. There will be free wine tastings and hors d’oeuvres on thepatio. The festivities are from 4 to 9 p.m. today, 12 to 8 p.m. on Saturday and12 to 5 p.m. on Sunday.The Merriam Farmers’ Market (5740 Merriam Drive) is in full swing. EverySaturday through October 9, over a dozen vendors will be on hand from 7 1 p.m. In addition to fresh flowers and produce, there are cupcakes fromNorth Corner Cupcakes and barbecue from TC Mac Cowboy BBQ.All the food of the state fair comes to Berkley Riverfront Park with KC RiverFeston Saturday and Sunday. Snag corn dogs and alligator-sausage sandwiches before checking out the live bandsand fireworks.Learn to make homemade ice cream at Powell Gardens on Sunday as Tad Davis of Tadley’s Homemade IceCream reveals an old family dairy farm recipe for making ice cream with a custard base. Davis will be in theMissouri Barn. The demonstration begins at 1:30 p.m. It’s free with paid admission.It’s patio weather, and the patio at Grand Street Cafe, just off the Plaza, is open. The restaurant has a hugerange of happy hours -- Monday-Friday (3-7 p.m.), Saturday (11 a.m.-3 p.m., 9 p.m.-close) and Sunday (3 p.m.-close). The white-cheddar fondue with Bavarian pretzels is $5, chicken spring rolls are $6, and prime-rib tacosare $9. Domestic beers on tap are $2.50; well drinks and house wines cost $3. page 
  • 94. Explosions in the sky and 4 more things to see this weekend | Crystal K. WiebeJuly 2, 20101. Gawk in the galleries. Not as many Crossroads art shows aredebuting as usual this First Friday, but there’s still plenty of creativity tobehold. (Hint: Don’t pass up The Late Show.)2. Drink in the park. New Belgium Brewing brings fat tires -- in bikeand beer form, plus on film -- to Theis Park tonight for its Clips of Faith,Beer and Film Tour.3. Keep up on the World Cup. America’s boys have been ousted, butthe international soccer tournament continues. See our World CupSoccer Bars Directory for the best places to watch hot Brazilian men score.4. Let out your rage, vicariously. UFC heavyweights Brock Lesnar and Shane Carwin go head-to-head in LasVegas on Saturday. Let the Brooksider pick up the pay-per-view tab for you.5. Admire the skies, which will be alight throughout the metro this Fourth of July weekend.For more weekend amusement, see the Pitch calendar.July 3, 2010Beer SalesCBS Evening News ran a piece about beer sales that mentioned New Belgium Brewing in its 6:30 p.m.broadcast.No video available. page 
  • 95. July 7, 2010Tom HeldThe Drop Bag: Free bikes for military kids, a Madison mea culpa and Fourth flashes |The “Drop Bag” is a collection of news and events from the Off the Couch sporting world.The name refers to the drop bags that competitors use to get their post-race necessities from the start line tothe finish line of point-to-point races.Bikes for military kids: Paul Lebelle and Adam Burkowske will spin into Milwaukee about dinner time onWednesday, making a Midwest stop on their unique cross-country tour. The Maryland-based duo are pedalingto raise $125,000 and buy bikes for children of U.S. soldiers. “Bringing the joy, freedom, and fun of riding abicycle to a kid who needs a good bike is what Bike Free is all about,” Lebelle said. Check out the Bike Free website to help Lebelle and Burkowske with donations, or a hot meal and a comfortable bed.Tour tally: The Tour de Fat hosted by New Belgium Brewing Co. drew 1,700 people to Humboldt Park onSaturday, a figure the organizers based on the number of wristbands distributed. The more direct measure- beer consumed - equaled 21 kegs, according to New Belgium pitch man Bryan Simpson. Asked if the turnoutwas enough to lure the brewers back to Milwaukee, Simpson said: “Do it again. Do it bigger. Do it better.”Madison mea culpa: Organizers of the Madison Marathon issued a broad apology to participants in a recentemail, admitting mistakes were made and taking blame for everything that went wrong, except the hotweather. The email was a response to the negative feedback caused by confusion over the course closure and achaotic registration. The upshot is changes will be made.Firecracker Four: The Stilin boys, well-known from their high school days at Milwaukee Rufus King, showed offtheir form by placing first and third in the Hales Corners Firecracker Four on Sunday. Older brother Joe, 20, rana 20:30, and Dave, 19, crossed the line in 21:04. Jerry Hasz, from Hartford, represented the 40-plus crowd onthe podium, taking second in 21 minutes.Amy Horst, of Milwaukee, led the women in 24:28, followed by Theresa Selestow, 20, of Menomonee Falls andAlicia Fulton, 23, of Hartland. Horst edged Selestow by just three seconds.National Dash: The National Dash in New Berlin didn’t draw the elder Stilin’s Ivy League talent, but a solidgroup of 244 competed in the fourth annual event. Marck Chilmonczyk, 17, of Port Richey, Fl., topped the fieldwith a 17:36. Jean Lyons, 35, of Hartland was the fasted woman on National Ave., crossing the line in 20:24. BillFlaws covered the double header and produced the photo galleries for page 
  • 96. July 14, 2010Your Essential Guide to Beer: IPAPopular Examples:Dogfish Head 60 Minute IPAStone IPARedhook Long Hammer IPASierra Nevada Torpedo Extra IPANew Belgium Ranger IPACaloric Range:180-240Looking for an ale with a little more oomph? This could be your beer. IPAs, or India pale ales,bring in loads of hops to cut through the sweetness of the barley, often leaving a lingering bittertaste on the tongue. The strongest variety—both in terms of bitterness and alcohol—is theimperial IPA, an ultra-heady brew that cranks the hop levels to maximum. Despite being high incalories, hop-heavy beers have advantages. Researchers at Jerusalem’s Hebrew University foundthat IPAs were significant sources of polyphenols, a class of antioxidants that can lower yourcholesterol and decrease your risk of cancer. Now you can officially drink to your health.July 22, 2010New Belgium Brewing Celebrates 100,000 Facebook Fans With a 26-State Event You “Like” Us, We “Like” You, Let’s Have a Beer TogetherNew Belgium Brewing, maker of Fat Tire Amber Ale, will soon have 100,000 Facebook fans (the numbers areclimbing by the minute) and will celebrate by hosting a Century Social, a 100Kegger party across the country.The 26-state event will celebrate the champions who “like” our brand, enjoy our beer and share our culture.Beer Rangers across New Belgium’s 26 states will host local events where Facebook friends can meet, drink andpossibly even win a cruiser. To find out more about what’s going on in your area, visit New Belgium Brewing’sFacebook Page (, click the Rangers tab and dive into the map ( Click on your region and read the detailsabout an event near you over the next couple weeks. page 
  • 97. “Our Facebook fans are integral in furthering dialogue about New Belgium -- what we stand for, what we doand the great beer we make,” said Melyssa Glassman, Creative Director at New Belgium. “This nationwidecelebration honors this remarkable online community, yet in person.”About New Belgium Brewing CompanyNew Belgium Brewing Company, makers of Fat Tire Amber Ale and a host of Belgian-inspired beers, began operations in a tiny FortCollins basement in 1991. Today, the third largest craft brewer in the U.S., New Belgium produces eight year-round beers; Fat TireAmber Ale, Ranger IPA, Sunshine Wheat, Blue Paddle Pilsner, 1554 Black Ale, Abbey, Mothership Wit and Trippel, as well as a host ofseasonal releases. In addition to producing world-class beers, New Belgium takes pride in being a responsible corporate role modelwith progressive programs such as employee ownership, open book management and a commitment to environmental stewardship.For more information, visit 28, 2010Tour de Fat, Seattle EventRan a piece about Seattle’s Tour de Fat event.No video available.Helping Others: Make a Date - or Three - for Lunch | Gloria GlyerJuly 28, 2010What: Casa Garden Restaurant Specials, sponsored by LosNiños Service League, which provides support for SacramentoChildren’s Home.First date: On Friday, league members should meet in the Casaparking lot at 10:30 a.m. for a tour of the children’s home, thenstay for lunch at 11:30 a.m. in the Casa Garden Room. The costis $20, and proceeds will provide for kitchen necessities andreplacements.Second date: The league invites you to a wine social at 11:30 a.m. Tuesday with hors d’oeuvres and samplesfrom Three Wine Company before lunch. Cost: $20.Third date: On Aug. 10, you’re invited to lunch and “Malt Shop Melodies,” a musical program by the VoCALS.Seatings at 11:15 a.m. and 1:15 p.m. Cost: $20. page 
  • 98. Save these dates: Enjoy a wine social Sept. l7. Cindy Sample, author of “Dying for a Date,” will sign her bookson Sept. 16 and 17.Information: (916) 452-2809 for reservations, volunteer opportunities, special occasion event planning andavailability of the meeting center.Where: Casa Garden Restaurant, 2780 Sutterville Road, next to the Sacramento Children’s HomeHistory: Founded in 1973, Los Niños Service League operates the Casa Garden Restaurant and a full-servicemeeting center for events such as meetings, weddings and birthday parties. Since its founding, the Casa hasraised more than $2.6 million for the home.Featured volunteer: Carol Williams came on board when the Los Niños Service League was organized – andstayed.“There are only two founding members left. Kay Messmer is the other one,” Williams said.When the Casa opened in 1974, Williams recalled, one item was offered for lunch.“The fee was $3.25,” she said, “including rolls, dessert and coffee. Dessert has always been special.”While contemplating the feasibility of opening a restaurant, a study group did extensive research.“They traveled up and down the West Coast,” Williams said, “visiting Allied Arts in Palo Alto and places inOregon. Then, they talked with benefactors about constructing the building with the idea that if it did notwork, the building would become another cottage.Williams is vice president in charge of the Meeting Center. She was league president in 2002.Introducing the Meeting Center to potential clients has been challenging. “Summertime is slow, and off-sitemeeting locales have not been sought,” Williams said. “We have a Meet for Free promotion that is ongoing forclients requesting the Meeting Center guaranteeing a minimum of 25 diners for lunch.”Upcoming charity events around Sacramento• Fair Oaks Theatre Festival: The New Christy Minstrels will present a benefit concert Aug. 7 at the VeteransMemorial Amphitheatre in Old Town Fair Oaks. Gates open at 7 p.m.; showtime is 7:30 p.m. Underthe direction of founder Randy Sparks, the New Christy Minstrels will have two guests, Barry McGuire,who will blend folk and gospel, and banjoist Chuck Cole of Sacramento. Proceeds will benefit both thefestival’s capital campaign and the New Christy Minstrels Foundation. Concert tickets are $20. Visit or call (916) 966-3683.• Truckee Trails Foundation: The Clips of Faith Beer and Film Tour will make a stop Friday at Truckee RiverRegional Park. New Belgium Brewing, maker of Fat Tire Amber Ale, will present the outdoor show, a screeningof collected films including a variety of adventures from kayaking to a spaghetti Western about a flat tire.Visitors may bring low chairs, blankets and food but no alcohol. (Vendors will sell food and alcohol.) Visit All beer proceeds benefit Truckee Trails Foundation (• Concours Foundation. Motorcar owners and enthusiasts are invited to the Concours Raduno beginning at 6p.m. Tuesday at Sienna in El Dorado Hills. Raduno gatherings are being held monthly to promote the annualNiello Concours at Serrano on Oct. 3. Proceeds benefit the Concours Foundation and the Every 15 Minutesdriving safety programs presented at high schools. Call (916) 635-2445 or visit page 
  • 99. • Sierra Forever Families. Author Marci Bridgeford will read from her new book, “Zachary’s Story,” whichshows new ways of looking at old stereotypes that can accompany adoption and blended families. She’ll alsosign books at this charity event from 6:30 p.m. to 8:30 p.m. Thursday at Antiquité Maison Privée, 2114 P St. Aportion of book sales will benefit Sierra Forever Families, a nonprofit working to transform the lives of childrenin foster care by building and nurturing permanent families. Call (916) 368-5114 or visit• Sacramento River Cats. You’re invited to the Caps and Cats pre-game party from 4:30 p.m. to 6:30 p.m. todayat Raley Field in the VIP tented section off the third-base line. Featured will be wines from Pilot Peak andElkhorn Peak. Tickets are $35, including a ticket for the game at 7 p.m. Call (916) 662-0008 for availability oftickets, or visit Among nonprofits benefiting from River Cats special events is Acresof Hope.July 30, 2010Seafair Events Expected To Cause Traffic DelaysMotorists should be prepared for traffic delays with the many events going on this weekend, said the SeattleDepartment of Transportation.On Saturday, bicyclists will be celebrating Tour de Fat at Gas Works Park and downtown Seattle will busy withthe Seafair Torchlight run and parade.More than 4,000 people are expected to attend the Tour de Fat from 10 a.m. to 5 p.m. and cause congestionon streets near Gas Works Park.The Seafair Torchlight Run begins at 6:30 p.m. Saturday, but the northbound lanes of the Alaskan Way Viaductwill be closed for the run starting at 5:30 p.m. The closure from just south of the West Seattle Bridge to RoyStreet will go until 7 p.m.The walk and run route starts and finishes at Ninth Avenue North and Republican Street. Participates willfollow the parade route through downtown Seattle.The Torchlight Parade route starts at Fourth Avenue North and Broad Street, then goes south on Fourth toSouth Washington Street; west on Washington to Second Avenue South; south on Second to King Street;disperses in the north lot of Qwest Field.The parade route closes from 5:30 p.m. to 12 a.m.No on-street parking will be allowed starting at 8 a.m. to accommodate parade staging on streets around theSeattle Center. Streets will be closed at 3 p.m. in the staging area on the east side of the Seattle Center.No on-street parking will be permitted along the parade route and on some adjacent streets beginning at 4p.m.About 300,000 people are expected to attend the parade from 7:30 p.m. to 11 p.m. page 100
  • 100. After the parade is over there will be a special boarding location, mid-block on Third Avenue between Unionand Pike streets, for three Metro routes – the 7, 36 and 124 headed southbound out of downtown.Metro buses will be rerouted away from the parade as early as mid-afternoon, SDOT said. A good option istraveling to downtown via the transit tunnel, but plan your trip home before the last bus or light rail trainleaves the tunnel that night.The West Seattle Water Taxi is a good alternative for people coming from West Seattle; the last return sailingleaves Pier 50 in Seattle at 10:30 p.m.There will be no Sounder train service, but Sound Transit’s Link will run at 10 minute headways till the end ofservice at 1 a.m.On Sunday, thousands are expected to gather at Seward Park for the Pista sa Nayon festival for the Filipino-American community.About 12,000 people are expected to attend the festival from 9 a.m. to 8 p.m.Heavy congestion is expected around the park and in the surrounding neighborhoods. page 101
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  • 102. Save the Colorado! Get Naked! | Allison PattilloAugust 1, 2010Beer festivals a true-brew Colorado tradition | Marcus ChamberlandAugust 8, 2010Beer festivals are to Colorado what wine festivals are to northern California. With beer quickly becoming thewine of the 21st century, thanks to myriad flavors and ever-increasing recipes and pairings — a Colorado beerfestival is the place to be.Full of colorful attire and a rainbow of beers, these events rock with live music, eclectic people, an après-skivibe and the camaraderie born of being in the know about Colorado craft brewing. Familiarity with good beeris like knowing a secret handshake.Most beer events fall into one of two categories: a single-brewer celebration that often marks an anniversary,such as Great Divide Brewing Co.’s 16th anniversary party in June; or a gathering of multiple brewers showing page 103
  • 103. off their wares. Typically, a cover charge pays for unlimited beer. Oddly, the single-brewer events are where you’ll find a wider variety of beer styles. A brewer’s party typically offers everything from a light pilsner to a heavy barrel-aged stout — with perhaps a few one-off special recipes for good measure. At most large festivals, on the other hand, each brewer is confined to a small booth that serves a couple of styles. You can visit a row of beermakers and sample a dozen interpretations of an India pale ale or witbier.The idea is to sample as many beers as possible. Festivals encourage this by providing patrons with glasses orplastic cups that typically hold 4 ounces.The Great American Beer Festival, slated for next month at the Colorado Convention Center, limits pours evenfurther — 1 ounce per cup.Some events are family-friendly, like the Colorado Brewers Festival in Fort Collins. People make themselvescomfortable on patches of grass as bands play and kids partake of rides and face-painting. It’s a picnic-likeatmosphere.Beer festivals can have long lines, as did the more popular booths— New Belgium, Odell, Left Hand, Boulder Beer and Oskar Blues— at June’s Colorado Brewers Festival. But the lines moved quickly,and no one seemed to mind waiting a few minutes for a first-classbeer.Beer fest crowds skew male and youngish. Larger events, however,tend to draw more of a demographic mix. And despite the manygoofy hats, whimsical attire, dreadlocks and piercings, festivalgoersare pretty serious about their beer. Conversations invariably involvedetailed opinions of the beermakers and their products.Sometimes there’s free food. At one festival, an Odell booth served cheeses along with its mainline brews,prompting one patron to exclaim, “That’s an exquisite pairing. It goes good with the pale ale.” page 10
  • 104. August 12, 2010stop in pedal-friendly Portland | John FoystonA touring celebration of bikes? New Belgium Brewing’s Tour de Fat can’t help but The traveling carnival called Tour de Fat spreads the joys of bicycling, and at each stop entices one person to exchange his or her car for a hand-built bicycle and a car-free life for at least a year. In Portland, where the tour stops Saturday at Tom McCall Waterfront Park, that could be preaching to the choir -- or bringing a lorry-load of coal to Newcastle. But cliches aside, the Tour de Fat is a day of fun, music and events for the family. It’s also a great way for Colorado’s New Belgium Brewing, the nation’sthird-largest craft brewer and sponsor of the tour, to do good for the Earth, do good for the community and dogood for spreading the brand name. The name Tour de Fat is taken from the fat-tired cruiser bike on the labelof New Belgium’s most popular beer, Fat Tire Amber.So, fun includes some good beers for Mom and Dad at the tour, too.“New Belgium was born on a bike,” said tour impresario Matt Kowal, who works at the brewery year-roundproducing the festival and emceeing its 13 nationwide stops this year. “Our founder took a bicycle trip throughBelgium, and that inspired him to start a brewery when he got to back Fort Collins.”The tour echoes New Belgium’s commitment to ecological stewardship by extensively recycling, compostingat each stop and by this year finding a trucking company willing to modify a half-million-dollar big rig with thefuel line heaters needed to run 100 percent biodiesel made from waste oil.“We’re probably one of the largest solar-powered festivals in the world,” said Kowal, who will hold forth from astage decorated with artwork of recycled metal. How-to demonstrations will teach do-it-yourself clothing andshoe repair and remind us that we were not always a nation of consumers.“We’re bringing back that slogan from the 1930s and 1940s,” Kowal said, “’Use it up, wear it out, make do ordo without.’”But don’t worry that the day is going to be grimly green: Kowal and company want people to arrive at the freefestival in costume and ready to be a part of a creative world that requires more imagination and sense of funthan the expenditure of money. page 10
  • 105. Yes, there will be a funeral procession for a car, a volunteer will pledge to give up their car for a year, and someother lucky soul will win a New Belgium cruiser bike by virtue of videotaping the day’sbest story at the Great Bike Stories tent. But Tour de Fat is not anti-car so much aspro-bike -- or more to the point, pro-creativity: “We want people to come and beready to engage and not just passively be entertained,” he said. “That’s why we likepeople to come in costume. The tour has a little bit of a Burning Man feel, though it’sway less about fringe culture.”The costumes will come in handy for the costumed bike parade, which is open toall. “Every Tour de Fat begins with a costumed bike parade,” said Jenny Foust, whohandles publicity for the event. Registration starts at 10 a.m., and the bike paradetakes off at 11 a.m. Live music and other performances begin at noon, followed bycontests including the Slow Ride contest, in which slow and steady wins the race.The Great Bike Story Contest winner will be announced about 1:30 p.m. The threepeople who tape the best bike stories at the video tent earlier in the day will get onstage and tell their stories to the crowd. The crowd picks the winner by acclaim, andthe winner gets a New Belgium cruiser bike.There’s lots to do away from the main stage, too, including a New Belgium beergarden, whose proceeds will be donated to the Bicycle Transportation Alliance andNorthwest Trail Alliance. People will be able to ride “art-bikes” which are kineticsculptures -- contraptions, Kowal calls them -- to be ridden for the sheer fun of it,including a bike that has shoes for tires and another that just goes in circles. And stickaround until the end of the festival, Kowal said, for a very special group hug. ...New for this year is the Porta-oke, which is a jumbo-size portable toilet outfitted withfaux leopard-skin upholstery, a disco ball, a karaoke screen and a live microphone. “People go in, shut the doorand rock out,” Kowal said, “We got the idea after a show in Austin, Texas, when we all went to what must’vebeen one of the smallest karaoke bars ever.”“’Wow,’ someone said, ‘you could fit this place into a Porta Potti.’”The top 10 nightlife celebrations for ASU students | Kellie HwangAugust 16, 2010Sure, your parents sent you to college to study hard and get good grades so you can get a great job. But onceyou turn 21, they know you will likely do a little partying - after studying, of course. Whenever there is a bigholiday during the school year, some bar or restaurant or organization will be hosting a celebration. Our picksfor the 10 best annual nightlife events in the Valley that draw college students and other young people: page 10
  • 106. First FridaysExperience the cool indie vibe of downtown Phoenix at this popularmonthly art walk.More than 70 galleries throughout downtown and midtown Phoenixparticipate in First Friday with special exhibits, live bands, DJs, foodand drinks.Works from renowned international artists are at the Phoenix ArtMuseum, or cool pieces from Valley artists at Pravus Gallery orModified Arts.The bars and restaurants are packed with revelers, and many display works by Valley artists, such as the hipLost Leaf Bar & Gallery. Start at the Phoenix Art Museum, where shuttles will pick you up and take you aroundtown.Details: 6-10 p.m. Every first Friday of each month. Downtown Phoenix. Phoenix Art Museum, 1625 N. CentralAve., Phoenix. Free. 602-256-7539, Tour de Fat Tasty craft beer, crazy costumes and a wild bike parade: New Belgium Brewing Company’s Tour de Fat turns Tempe Beach Park into a party for a day, luring ASU students and revelers from all over the Valley. Fun begins early with a casual bike parade around downtown Tempe. Participants are encouraged to dress in costumes and to decorate their bikes. Then the crowd moves to Tempe Beach Park and indulges in New Belgium brews, including the event’s namesake Fat Tire. Two whimsically decorated stages feature Vaudeville-style performancesand upbeat musical acts.A Valley resident who will vow to trade in his or her car and to ride a state-of-the-art bike for one year will behonored.Details: 9 a.m.-4 p.m. Oct. 9. Tempe Town Lake, 80 W. Rio Salado Parkway, Tempe. Free. annual three-day festival is an ode to the joyful drinking inGermany. While it’s family-friendly, there’s plenty to do for the 21-and-older crowd, including beer gardens with brews from all overthe world.The official beer of the fest will be Beck’s Oktoberfest, but if beerisn’t your thing, Barefoot Wine & Bubbly will be there, too.This year, the organizers are selling limited-supply, 32-ounce beersteins, replicas of those at the tents in Germany. page 10
  • 107. Details: 5 p.m.-midnight Friday, 10 a.m.-midnight Saturday, 10 a.m.-6 p.m. Sunday. Oct. 1-3. Tempe Beach Park,80 W. Rio Salado Parkway, Tempe. 480-838-2362, Halloween block parties You’ve got an amazing costume that you spent hours perfecting, and your group of friends is ready to party the night away. Now, you have to figure out where to go. Scottsdale clubs Axis/Radius and Suede join forces to put on the biggest Halloween party in the Valley, the Ghost Ball Block Party, with 50,000 square-feet to dance and mingle. Imagine sexy angels and nurses or hot firemen and cops roaming the streets between the clubs, while über-attractive bartenders mix up ghoulish concoctions. There’s always a costume contest with hefty cash prizes, so put a little though into your costume.On Mill Avenue, the streets are filled with costumed revelers on Halloween. Even though Mill is an ASUhotspot, you’ll see people from all over the Valley on Halloween who love the convenient bar-hoppingexperience and cheap drinks.Details: Oct. 31. Axis/Radius, Axis/Radius and Suede and on the street between them. 7340 E. Indian Plaza,Scottsdale. 480-284-6033, before ThanksgivingOn the night before Thanksgiving, reunited families and friendscatch up over cold beers or glasses of wine. Last year, lots of partiespopped up around the Valley, giving bar hoppers more options thantheir go-to neighborhood haunts.Hurricane Bay nightclub in the West Valley hosted a bikini gravy-wrestling competition, and RedMonkey threw its annual Work thatTurkey dance party featuring an array of Valley DJs.Australian rockers JET played a show at Tempe Marketplace to raisemoney for charity. There are likely to be big parties again this year.If you just want to go to a relaxed bar, consider Casey Moore’s Oyster House in Tempe. It has an outdoor patioand laidback atmosphere that is a great place to bring your siblings and high school friends.If you want to get a drink with your parents, consider a wine bar, such as Postino Winecafe, where patrons ofall ages enjoy the urban-chic ambiance.Holiday bar décorIn the desert, it’s not always easy to get into the holiday spirit. But some Valley bars make it almost impossibleto be a Grinch during the holidays.One of the best examples is the saloon-style dive Coach House in Scottsdale, where the staff decorates forweeks, covering every inch of the bar with tinsel, wrapping paper, ornaments and twinkling lights. page 10
  • 108. Around the corner, the owner at Old Town’s Giligan’s heads to the stores the day after Christmas each year and adds to his already huge collection of inflatable Santa Clauses, plastic snowmen and Christmas trees. Saddle Ranch goes all-out with themed décor, and last year the Scottsdale location borrowed inspiration from “How the Grinch Stole Christmas.” Salty Senorita locations compete against each other for the best decor, so the staffs work extra hard turning the Mexican cantinas into winter wonderlands with candy-colored lights and shinygarlands.Fiesta Bowl Block PartyRing in the New Year with 100,000 partiers at one of the biggest block parties in the nation. Organizers ofthe Fiesta Bowl college football game put on this party, taking overdowntown Tempe. Stop by the numerous beer gardens to get a coldone, watch live acts on 10 stages and witness fireworks shows. Theparty has a national headliner (previously, the Doobie Brothers andStyx) at Tempe Beach Park.Continue the night at a Mill Avenue bar, but be prepared to paycover.Details: 5 p.m.-12:30 a.m. Dec. 31. Mill Avenue District, Tempe. 480-350-0900, Waste Management Phoenix Open Regarded as the rowdiest PGA tour stop, the golf tournament at the TPC Scottsdale has partiers in from all over the country. When you walk onto the golf course and take a look around, you wouldn’t know there is a golf tournament going on. During the weekend, especially, there is a sea of young people dressed in goofy golf gear, sipping from plastic cups filled with beer, and hanging out in the cool weather. The infamous 16th hole is where you’ll find most of the action. Partiers - many wearing tacky golf-as-Halloween apparel - fill thestands cheering and jeering the players.After the golf, the crowd heads to the Bird’s Nest across the course, where partying continues under a hugetent with live music and other entertainment.Details: Jan. 31-Feb. 6, 2011. TPC Scottsdale, 17020 N. Hayden Road, Scottsdale. 602-870-0163, page 10
  • 109. St. Patrick’s Day festivalHosted by KEDJ (103.9), this party draws swarms of young peoplelooking to drink green beer and rock out in the park.People stop in at the pubs on Mill Avenue before heading to theshow, which has national headlining bands. For years, Celtic rockband Flogging Molly has sent crowds into moshing and dancing fits.The lineup for 2011 has not been announced but there’s a goodchance the upbeat rockers will be back again. Last year, new-wavedance band Metric joined Flogging Molly, and the year before reggaerock band Slightly Stoopid played alongside punk band Bad Religion.Details: March 17, 2011. Tempe Beach Park, 80 W. Rio Salado Parkway, Tempe., Cinco de Mayo Cinco de Mayo is a huge drinking holiday in the Valley. All of the Mexican bars do it up right with margarita specials, live mariachi bands and festive décor. Dos Gringos in Old Town teams with its neighboring bars, Acme Bar & Grill, Upper Deck Sports Grill and the White House, for a massive block party. Salty Senorita in Old Town expands to the parking lot, where there are extra bars serving margaritas and tequila shots, and live music on a stage.Macayo’s Depot Cantina in Tempe has a massive party, with a VIP section that has tequila tasting, a Mexicandinner buffet and a dance floor.Check out Cave Creek’s pub crawl. There’s a free shuttle around the cowboy town’s many bars, and participantscan take a whack at the piñatas at each location for cool prizes and money. page 110
  • 110. August 18, 2010The Hop Brief: New Belgium Brewing Ranger IPAThe RangerEnjoyed on 8/16/2010Brewery: New Belgium BrewingLocation: Fort Collins, COBeer: Ranger IPAWeb: 12 oz. canVintage: 2010Style: American Style India Pale AleBarrel: N/AABV: 6.5%IBU: 70Hops: Cascade, Chinook, SimcoeMalt: Pale, CrystalCommercial Description: Ever met a New Belgium Beer Ranger? They are ourbeloved folks out in the field. Spanning all 26 of our states from the Pacific tothe Atlantic, our Beer Rangers do their best to protect, to pour and to partake.And explore many a beer from many a brewery, they do. The fellows up in the Northwest kept calling for “more hops!”Soon it became a common theme across the land. Rangers, fans and craft lovers everywhere were searching forhoppier beers.So, here it finally is -- New Belgium’s foray into the true American India Pale Ales. Bring out the hops! This clear amberbeauty bursts at the starting gate with an abundance of hops: Cascade (citrus), Chinook (floral/citrus), and Simcoe(fruity) lead off the beer, with Cascade added again for an intense dry hop flavor. Brewed with pale and dark caramelmalts that harmonize the hop flavor from start to finish, Ranger is a sessionable splendor for all you hopinistas. Thankyour Beer Ranger!Beer Advocate: B+ (3.85)Rate Beer: 94 (3.54)Timperial’s Notes:New Belgium Brewing is a force. According to the Brewers Association they are the third biggest craftbrewery in America behind Boston Beer Co. (Sam Adams) and Sierra Nevada Brewing. That’s pretty damnbig, but it’s pretty much impossible to hate on them. They may have what feels like endless funds to put intomass marketing, and their product often feels as though it’s pretty much everywhere, but ultimately, theirconscientious nature will win you over. NBB is an employee owned company. They use wind power andsustainable energy. They travel the country asking commuters to give up their cars in exchange for a bike, all inthe name of reduced emissions.Oh yeah, they also put a lot of effort into their product. From the omnipresent Fat Tire Amber to Blue PaddlePilsener. From the Abbey Belgian Style Ale to the great wonders of the Lips of Faith series (they actually page 111
  • 111. brought on a Belgian brewer from Rodenbach, Peter Bouckaert, to start their sour program). These guyspractically brew the entire gambit, except for an IPA. Well, that’s what we were all saying about a year ago.Finally, the Belgian inspired brewers came around to the great American craft brewing tradition. IPA! Hops!Once again, the PNW influence trickles down.I doubt that there has been very many standard IPAs made in the last 5 years, especially by the larger craftbreweries, that were released to more enthusiasm than Ranger IPA. It seemed as though everyone wantedto taste New Belgium’s interpretation of the style. I was definitely amongst them. That’s what you get whenyou go so long, and do so many great things in brewing, without brewing an IPA. They set themselves up forsuccess with Ranger, and if you ask me, there was never any doubt that it would be good. The question wouldbecome, just how good? We will answer that question in just a bit.Bottles hit the market in early 2010, shortly followed by cans. I for one, with the exception of keg purchases,have not bought more of any one beer in the last… probably 4 years, than Ranger in a can. Whenever I foundit, I bought it by the case. A really good IPA in a can is a thing of beauty my friends. Sadly, I understand thatNBB has recently ceased canning Ranger, though I hear it just may return in the fall or winter. New Belgium,if you are out there listening, hear me beg -- please continue to can it. I will do my part to make it worth yourwhile.My experience with this beer was as follows:The color and head are magnificent! The brew is a bright and clear orange color, leaning more toward yellowthan amber. The head is luscious -- pure white with big bubbles and excellent lacing. Massive clumps of foamadhere to the inside of the glass as the liquid level recedes.The odor is very layered. There is a lot of cascade hops present from the dry-hopping. Citrus and pine cometo mind first. The crystal malts lend a wonderful caramel balance that makes my mouth water. Deep within itall there is a slight burn, but at 6.5%, this must be pungent hop oils. At times I get a waft of pure malts, like thesmells that fill the brewery when mashing in, but the hops always return. I sense that condensed pellets wereused to extract the potency of the leaf.The carbonation is spot on and the liquid is soft…not to dry, not too slick. Nothing to complain about here.The flavor is, ultimately, what we are after here. Balance is what I need in an IPA, and I know that isn’t alwaystrue for other hop lovers. If you want a bitter bomb, this isn’t for you, it’s for me. Yes, bitterness plays a role,but it is mostly corralled deep into the aftertaste. “Hop candy” is the way I would describe my favorite IPAs,and though this is sweet, it’s not candy. But then again, I can’t session hop candy, so this is just what I need.Do you see why I buy this by the case?The aftertaste is slightly dry and bitter on the back of the tongue, but all other bits of the mouth play host tocaramel sweetness. The sugars latch on and keep me sipping. Though this may sound a bit primitive of me,due to the carbonation of our beverage of choice, there periodically comes a time when a burp just may sneakout, and I must say that it was pleasant not only to relieve the pressure within, but in flavor. I felt as though Imyself had been dry-hopped.This is a really good IPA by a really good brewery. You should drink it. page 112
  • 112. Color/Head/Retention [maximum of 1.00 point possible]: 0.96Odor [maximum of 2.00 points possible]: 1.86Carbonation/Mouthfeel [maximum of 1.00 point possible]: 0.89Hop Flavor [maximum of 3.00 points possible]: 2.55Malt Flavor/Balance [maximum of 2.00 points possible]: 1.90Finish/Aftertaste [maximum of 1.00 point possible]: 0.84Total [maximum of 10.00 points possible]: 9.00August 21, 2010Tour de Fat in Boise, IdahoKTVB, an NBC affiliate in Boise, Idaho, ran three separate pieces (5,6, and 10 p.m.) about New BelgiumBrewing and its traveling celebration of the bicycle for this year’s Tour de Fat.No video available.August 21, 2010Tour de Fat in Boise, IdahoMSNBC online listed Tour de Fat information regarding the Boise, Idaho event.Full story no longer available. page 113
  • 113. Plan Ahead: Tour de Fat | Vanessa MartinezAugust 26, 2010I call it my favorite holiday: Tour de Fat at the Mothership (aka New Belgium Brewing in Fort Collins). This yearthe celebration lands on the Saturday of Labor Day weekend, giving me a little more than a week to prepare.And nothing brings a perma-grin to my face faster than outrageously costuming myself and my cruiser and be-ing cheered on like a hometown hero along a parade route.At least, that’s the way it goes down in Fort Collins, but regardless of where you choose to ride (Denver’s TdF isalso on the horizon), the following tips will enhance your experience.1) Get into character: Last year, the crew I rode with exceeded 30 people, and a Mad Max theme was easy tocostume with thrift finds. Save your scraps for the late planners. If you’re not into a theme, take some queuesfrom the Burning Man hoards. Etsy is a natural source of inspiration. I’m diggin’ the tutus at the local Lightstore (disclosure: the designer is a friend of mine).2) Pimp your ride: Without a doubt, the bikes are the eye candy of TdF. Specifically, the Frankenbikes. Trick outyour ride with new parts from the Fort Collins Bike Coop or Denver’s Pearl Velo.3) Arrive early: Secure your spot at the beginning of the parade line, then jump off the route occasionally towatch the mass of cyclists ride by. But be sure you don’t wait too long before getting back in the saddle. Thefestival location could fill up, after which entry is one-in, one-out.4) Be weird but play nice: Especially if you’re a newbie, read the 10 Commandments of Tour de Fat before yougo. page 11
  • 114. 4 Beer Companies with Social Media On Tap | Terry LozoffAugust 28, 2010Beer is all over social media. From Facebook and Twitter, to YouTube andbeyond, beer has staked its claim in the social media and digital world. Thereare blogs about beer and blogs about the people who drink beer. There arebeer forums, beer groups, beer meetups and even beer dating sites. The listgoes on and on. And, why not? After all, beer is social.But what about the beer companies and brands? How are they embracingnew technology and empowering the droves of beer fans to engage and besocial on their behalf? We took a look around the social web and mobilelandscape to get a snapshot of who is doing what, and more importantly, whois doing it right. Here are four beer companies that are doing their part inspreading the bubbles around.NarragansettFor smaller breweries without the resources of its larger counterparts, the ability to activate and harnessa local, grassroots movement can be the key to finding growth. With new technology and readily available social media tools, the process of engaging and empowering fans has become much easier. Narragansett is a shining example of a brand that is showing success using these methods. In the late 1800s, and throughout much of the 20th Century, Narragansett was considered the New England beer. At its peak, the brand had a 65% market share and was the official beer of the Boston Red Sox franchise. The fame andfortune of Narragansett, however, quickly disappeared when the brewery was purchased in the 1970s andmoved to Indiana.In 2005, a team of New England investors purchased the brand and brought its soul back to Rhode Island. Thenew owners set out to re-invigorate the brand by focusing on social media and non-traditional, grassrootsmarketing tactics that embraced the brand’s longstanding tradition in the region.Narragansett’s online strategy is at the heart of their marketing mix, and it ties together everything they aredoing both offline and online. The Support The Cause campaign is a great call-to-action effort that is a centralpoint in their online fan engagement strategy. This campaign has set a goal of selling 7.5 million cases page 11
  • 115. a year, and building a brand new brewery in New England if it succeeds. Fans are asked to take part in themovement by doing three things: sign a petition, buy a case, and report any stores or bars that don’t sellNarragansett. Thus far, the campaign site has received over 1,100 comments. They also provide a slidepresentation on the new brewery plan.From a content standpoint, its blog is leagues beyond the norm when it comes to the beer industry. In additionto useful content such as recipes, videos and event invites, they also run contests on a regular basis, highlightthe ‘Gansett Girl of the Week, and showcase user-generated pledge videos. Their content is also used togenerate engagement on the brand’s Facebook Page, which has an active following of nearly 17,000.In an industry where smaller breweries can be overshadowed by big brands and flashy campaigns,Narragansett is showing how effective beer marketing doesn’t have to be about the big bucks. Moreimportantly, they are showing how embracing tradition and empowering fans locally through digital media canstart moving a lot of cases.BudweiserAs one of the largest beer brands in the world, Budweiser could have easily stuck with traditional mass mediaadvertising to drive home their lead sponsorship role in the FIFA World Cup. That’s why it was nice to see themstep out of the comfort zone andbring social media into the mix in amajor way. Central to Budweiser’sWorld Cup activity was BudHouse,an online reality show that mightbe described as Big Brother meetsthe World Cup. Residing in thehouse for the duration of thetournament were 32 soccer fans,each representing one competingteam. As the World Cup unfoldedand teams got knocked out, so didthat country’s representative.A dedicated YouTube channel displayed the developing action from the house on a daily basis. Viewers couldalso keep tabs on their favorite BudHouse fans via Facebook and Twitter. When the last goal was scored andSpain was crowned king, BudHouse had amassed over 4 million views on the YouTube channel, as well asnearly 1 million “Likes” on Facebook. Budweiser very successfully managed to capture a significant populationof the World Cup audience through their social media channels. And, unlike a TV ad campaign that airs and isgone, the audience that did wind up on Budweiser’s YouTube, Facebook and Twitter pages will surely provideincremental value for the brand for a long time to come.As an additional viral element to the World Cup social media experience, Budweiser also released a virtual facepainter. The Facebook application allowed fans from around the world to “paint” their face with the flag fromany nation participating in the World Cup. It was a fun and simple idea that embraced pride and patriotism,and drove fans to show and share their colors with Budweiser branding.Although smaller beer brands may never be able to sponsor a major sporting event, there are some generallessons that can be learned from Budweiser’s campaign. First, by supporting traditional and offline advertisingthrough social media, Budweiser created the opportunity to reach their audience again and again at littleincremental cost. Second, by casting a net across multiple social media channels, Budweiser increased page 11
  • 116. their overall reach and played to the different online communication preferences that their audience is boundto have. And third, by providing tools to broadcast pride and passion, Budweiser enhanced viral spread andincreased the chances of having their message organically broadcast to a much wider circle.In short, not a bad play from one of the largest beer brands in the world.New BelgiumThe beer industry is not what it used to be. A primary reason for this is the growth of microbreweries andoverall consumer preferences shifting toward a smaller-batch, handcrafted beer experience. New BelgiumBrewing out of Fort Collins, Colorado is one of the breweries that has taken full advantage of this trend andhas bolted to the front of the pack.Best known for their popular Fat TireAmber Ale, New Belgium is perhapsthe only true craft brewery to haveover 100,000 fans on Facebook. It isalso one of the very few crafts thathas started to take advantage ofeverything that Facebook and otherdigital media channels have to offer.From the “bike yourself” applicationon Facebook to “skinny-dipping fora cause,” you can tell that thereis never a dull moment at NewBelgium. They like to have funand they aren’t afraid of showing it.But at the core, the brewery knows that it’s about engaging and empowering fans to take part in the brandexperience. And they have implemented a lot of ideas, events, communication channels and opportunities fordoing so.Online content is one of the major ways that New Belgium is communicating with, inviting in and energizingtheir fan base. They blog a lot, and through this digital channel, they create a warm welcome for their fans toshare in the experiences of life at the brewery. New Belgium also produces the Clips of Faith tour, a fantasticexample of how they are empowering fans to create and share videos and become more tied to the brewerythey love. The nationwide tour celebrates the best of the video entries, and also ties in the brewery’s Lipsof Faith beer series. These tiny batch “playground” brews celebrate innovation and experimentation withinthe brewery and subsequently provide fans of New Belgium a unique opportunity to participate in theexperimentation process with them.New Belgium has also given their fans the chance to participate and get involved on the local level, which, aspreviously discussed, is essential to driving grassroots growth. The “Beer Ranger” application on Facebookdirects people to the local chapters around the country, each with their own Facebook Fan Page. Within eachof these local pages, fans can connect with other fans in their area and find out about events and opportunitiesthat are geographically relevant.Miller CoorsMost of us don’t drink our beer in front of a computer. Double-fisting a beer bottle and a mobile device,however, is an entirely different story. The goal of mobile applications in the beer world thus far has tended tofall into four categories: pretend that I’m drinking beer, keep track of the beer I drink, find beer, and remind me page 11
  • 117. to drink a particular brand of beer. The latter of these is particularly relevant to beer companies like MillerCoors, which have figured out that mobile is a great way to stay relevant. There are a number of important lessons that can be learned from the way in which MillerCoors has approached the mobile space. First and foremost, mobile is an increasingly important part of our everyday lives, and brands have to be there to take advantage of all that it has to offer. MillerCoors has at least seven apps currently in the iPhone App Store and, aside from Heineken, is well in front of the competition.The second lesson to learn from MillerCoors’ approach is that beer apps don’t have to be useless. The MGD64app, for instance, takes a utilitarian approach to the brand’s low-calorie, active-lifestyle message. Pedometer64 allows users to track steps, miles traveled and calories burned, while also providing a platform forconnecting users via Facebook to other MGD64 Pedometer fans. In a marketing landscape that is moving moreand more toward the “productizing” approach, this app is running in the right direction.Mobile is connected to the entirety of our digital lives, and, as such, it should be treated as part of the overallmix. With the majority of MillerCoors’ apps, they allow social sharing and encourage connections betweenusers through Facebook and other platforms.All in all, MillerCoors has taken an active approach to embracing digital and empowering social connectivity inthe mobile realm. With over 10,000 customer ratings on the iPhone App Store, it’s pretty clear that their fansare embracing this approach as well.Time For a DrinkBeer is social, and beer companies should be creating their digital and social media marketing strategieswith that in mind. The beer companies discussed above –- both the big boys and the up-and-comers -– areembracing this notion. They have each found their own ways to stay relevant to their audience. They havecreated tools and strategies to empower their fans to share, communicate and get involved. And with that,they are experiencing the benefits of having an active and engaged fan base.What have you seen? Are there other beer companies that are embracing social in their own unique ways? Tellus about it. page 11
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  • 129. 2,200 brews on tap at Denver’s biggest-ever Great American Beer Festival | DickSeptember 8, 2010KreckGot your ticket to the Great American Beer Festival? No? Too bad. It sold out six weeks ago and your only hopenow is to find a kindly scalper outside the Colorado Convention Center.The 29th annual GABF, which began as a tiny tasting of 40 beers among like-minded friends in Boulder, hasexploded, both in size and popularity. This year’s version runs Sept. 16-18 and features 2,200 beers from 462breweries, the largest selection of American beers ever served. In addition, 3,594 beers from 522 brewerieswill be judged in 79 competition categories. It’s expected to draw 49,000 aficionados during its three-day run.The GABF is the centerpiece event of the 2-year-old Denver Beer Fest, a 10-day celebration of Colorado and itsextensive beer culture, which gets underway Friday. Both events are putting more emphasis on food-and-beerpairings this year. The GABF has a Farm to Table Pavilion, highlighting nine breweries and 12 food pairings, andthere will be presentations on foods that match up with beer.At the same time, the Denver Beer Fest has enlisted a number of high-profile eateries to feature Coloradobeers.“I think it’s part of the evolution,” said Rich Grant, a man who loves beer and is a spokesman for Visit Denver,lead sponsor of the Denver Beer Fest (motto: “Ten Days of All Things Beer”). “As Dorothy Parker said, ‘Beer— It’s not just for breakfast anymore.’“The crazy thing is that it hasn’t happened before. If you went to Napa Valley and they served you a SouthAmerican wine, you’d be shocked. But that’s what happens in Denver. This whole thing is based around theGreat American Beer Festival. Nothing against that but it’s all about American beer. Ours is about Coloradobeer.”Among the events scheduled between Friday and Sept. 19 (more info above): • Brew at the Zoo, 7-10 p.m. Friday — A “suds safari” with more than 40 Colorado breweries, and food from local restaurants. Mayor John Hickenlooper, once a beer geek himself, will toast Colorado brewers. • Tour de Fat, 9 a.m.-4 p.m. Saturday — New Belgium’s freewheeling day of beer, bikes and live music at City Park. • The Great COtenders, 5-8:30 p.m. Saturday, Wyn- koop Brewing Co. — Former GABF gold medal winners from Colorado are featured. • Oktoberfest, Sept. 17-19, Sept. 24-26, Ballpark neighborhood. Oompah bands, brats, dancing — and beer.Tickets and a complete list of events during Denver Beer Fest are available at is most pleased by the participation this year of many of the city’s high-end eateries. “Over two dozenrestaurants are involved,” said Grant. “It’s the names that are important, the biggest names in dining.” page 130
  • 130. Panzano is doing a five- course beer-tasting menu; Flagstaff House in Boulder is hosting a dinner with beersfrom Avery Brewing; Duo will hold three “meet the brewer” nights; and, believe it or not, Sweet Action IceCream on Broadway is dishing up flavors based on beer. Also participating are Elway’s Downtown, Euclid Hall,Jax, Oceanaire and Restaurant Kevin Taylor.“That’s one of our main things,” Grant said. “People travel for all sorts of reasons but everybody eats. Food hasbecome a big part of travel. That was the whole point of our beer fest: Take it out of the convention center andback on the streets, where it belongs.”Hours for the Great American are 5:30-10 p.m. Sept. 16-18. There is also a session for Brewers Associationmembers from 12:30 to 4 p.m. Sept. 18. More information at 303-447-0816.Beer notes.Want to rub elbows with the hundreds of brewers in town for the GABF? Head down to Falling Rock TapHouse, 1919 Blake St. They’ll all be there eventually. . . . Many happy returns to Ska Brewing in Durango, whichturned 15 years old last month. . . . Road trip: The very popular Boulder County Brews Cruise is back for a fifthyear, making stops at six breweries on two different excursions on Sept. 15. Tickets ($60) at“I think Denver is finally figuring out that this is a great way to celebrate the city.” Charlie PapazianWhat Are Today’s Best and Worst Brands? | Lauren DrellSeptember 16, 2010From Apple and Red Bull (the good) to Taco Bell and Facebook (the bad) to BP and Goldman Sachs (the ugly),our panel of experts rate the brands that resonate with consumers and the ones that fall flat. When Hugh Hefner announced his intention to take Playboy Enterprises private in July, the struggling company’s stock climbed more than 40 percent in one day. Outside bidders suddenly emerged. Despite falling magazine sales and continued challenges in the Internet age, the legendary entrepreneur’s move and the response to it served as an interesting reminder to the business world -- good brands are still worth something. page 131
  • 131. An effective brand isn’t just one you can recognize. It should stand for something greater. On the most basic,Marketing 101 level, a brand is the symbol of a company -- a swoosh or a bitten apple -- that requires noexplanation. But in the age of social media and free information, a clever logo doesn’t cut it, and companiesmust do more to engage and appeal to consumers. Today’s brands evoke emotion and symbolize not just aproduct, but a lifestyle, experts say. That’s a rule, and a challenge, common to businesses both big and small.“Brands are meaning-making machines,” says Diane Stewart of Portland, Ore.-base ID Branding. She andpartner Dennis Hahn contend modern brands are not just companies that provide products and services.Rather, the best brands engage with consumers and invite them to join the brand and make it moremeaningful.So how do companies build brands that compels people to feel, think or buy a certain way? We rounded upa panel of experts, who looked at brands through a variety of lenses, and asked them to identify the best andworst ones out there. Their picks may surprise you.The Best BrandsFedExRob Frankel, a brand watcher, says the whole point of a brand is to be able to command a 20 to 30 percentpremium for what could be perceived as a commodity. The perfect example, he says, is FedEx. While the U.S.Postal Service is perfectly capable of mailing documents and packages, there’s a good chance that if you needto get paperwork from Los Angeles to New York, you’ll be told to “FedEx it.” Frankel says FedEx understandsbrand strategy -- and more importantly, how to implement it -- and is thus perceived as the only solution to aconsumer’s shipping problems. A catchy name and bold logo doesn’t hurt.Apple“We are the Mac generation,” says Adam Derry of Adam Derry Brand Development, adding that someoneclutching an iPhone or typing on a MacBook at Starbucks is perceived to have an edge. And while Frankelsays Apple’s brand is diluted by the fact that it can’t articulate the Apple brand and no two people will defineApple in the same way, many branders -- and probably Steve Jobs himself -- love the brand for its increasinglybroad appeal. It’s the electronic brand of choice for students, graphic artists, Web designers and musicians.And yet, all these people embrace a singular identity for owning these products. (And kudos for the aesthetic,as Apple products are generally considered prettier than the competition’s, too.) Stewart and Hahn say thatabout four years ago, it was laughable to think Apple’s market capitalization would exceed Microsoft’s, but“today it’s a reality” -- and you’ll find Microsoft on our “Worst” list below. Apple consumers could not imaginebuying the competition, but Apple’s market share has grown mostly, according to Stewart and Hahn, becausethe company has “brilliantly designed products that convert the nonbelievers.” And even though Apple makesmistakes, the company is generally forgiven by its zealous fans.LululemonIf you want tips for a happy healthy life, look no further than the Lululemon Manifesto. The company sellsyoga apparel, mats and water bottles, but it promotes a lifestyle. (Case in point: “Dance, sing, floss and travel,”part of the manifesto, has nothing to do with yoga.) “This brand has had an almost meteoric rise in popularityover the past two years,” says Phil Moldavski, brand manager of the Washington, D.C.-based salad chainsweetgreen. Each Lululemon store is built around -- and embeds itself within -- the local community. There arefree yoga events at stores, and each locale has a bulletin board covered with community events that wouldappeal to Lulu ladies. Lululemon’s official brand ambassadors are individuals from the local communitieswho eat, sleep, and breathe the Lululemon lifestyle and are “empowered to create events and share the Lulumessage.” Lululemon also boasts a serious social media following (40,000 Twitter followers and 194,000 page 132
  • 132. Facebook fans) with whom it shares inspirational quotes and health tips. “Lululemon has created anenvironment where people with a certain unique point of view thrive, and this vibrant community attracts like-minded people,” Moldavski says. When women and men wear Lululemon, they know they’re a part of a globalcommunity of thriving, lively and fun individuals. And it makes others want to be a part of it.New Belgium BreweryYou might not know about New Belgium Brewery, but you’ve probably seen its Fat Tire tap at a local bar. FatTire isn’t just a clever name, it’s a nod to founder Jeff Lebesch’s bike trip to Belgium -- and biking is a huge partof the New Belgium Brewery brand. In fact, the Colorado brewery “completely embodies biking culture andactively promotes alternative to cars and more sustainable lifestyles,” says Raphael Bemporad, co-founder ofBBMG, a New York- and San Francisco-based firm dedicated to the “intersection of branding, sustainabilityand social purpose.” Bemporad believes a brand isn’t just about the bottom line -- it’s also about drivinginnovation and improvement.. It even uses a sophisticated water recapture system in the brewing process andmakes every effort to be sustainable. It’s “environmental stewardship,” probably the first time you’ve seenthat from a beer. New Belgium Brewery’s “fabulous insane tribal culture” partakes in Team Wonderbike, theTour de Fat, bike-in cinemas and scavenger hunts -- sustainable activities that “let inner child and joy run free.”And it documents these bike-happy events on its YouTube page and website. It’s a mission-driven beer with apurpose, and hey, it proves you don’t need to use skimpy models or knucklehead bachelors to sell your beer.Just don’t get a BUI.Red BullThere’s only one drink that will give you wings, and despite a growing market of energy drinks, one remainsahead of the competition: Red Bull. Moldavski says Red Bull has “managed to stay relevant, keep market shareand breed an almost cult-like following” united under the premise that you can “accomplish the seeminglyimpossible” (hence, the wings). Red Bull-sponsored spectacles showcase people achieving the near impossible,like motorcycle riders jumping a ramp onto the Vegas Arc, flying a rally car over a river into a floating barge andmore. Moldavski says Red Bull’s clear brand identity breeds success by attracting like-minded people who willtell their friends about the awesome stunts they saw at a Red Bull event. And an experience like that will makemore of an impression than a 30-second television spot. Brandon Zeman of Lakeshore Branding says Red Bullhas been doing its thing for 20 years -- promoting fun, extremeness and creativity with an inimitable sense ofcool. (Oh, and the Red Bull car is pretty sweet, too.)TargetWho doesn’t love discount stores, especially when you can give them a French-sounding elitism (i.e., “Tar-jhay”)? The red-and-white bull’s-eye brand has hit the bull’s-eye with its brand, concept and marketing efforts.“Target invented a new category to stand apart from its competition: good taste on a big box budget,” Stewartsays. Hahn adds that the people who shop there are proud that they do and boastfully declare “I found it atTarget.” While shoppers know what Target is all about, they don’t always know what steals they’ll find there-- a leather sofa, DVDs, animal crackers in a bear-shaped container. Target was one of Forbes’ most admiredbrands in 2009, and 96 percent of consumers recognize that bull’s-eye (edging out Apple and Nike!), and it’slikely because Target’s brand’s values resonate with the values of many Americans. And as Frankel says, thetrue barometer of a brand is whether its customers would support the competition. It’s fair to say its brandvalues are, well, on target.TOMS ShoesOne For One is the guiding principle of Blake Mycoskie’s TOMS shoes -- for every pair of TOMS bought, a pair ofnew shoes will be given to a child in need -- a child who’s never had shoes before. Since its inception in 2006,TOMS shoes (“Tomorrow’s Shoes”) have turned shoe shopping (typically a guilty pleasure) into an act of givingand social good. By embedding a social philosophy into the heart of the brand, TOMS has cultivated a tribal page 133
  • 133. following, says Bemporad, who refers to One Day Without Shoes and the company’s Shoe Drops as socialmovements. “It allows people to feel part of something bigger than themselves, with a purpose.” The TOMSshoe line has branched out beyond the Argentine alpagata style to include wedges and boots, and even hatsand tees to help some kids along the way. TOMS wearers are encouraged to upload pictures of their TOMSoutfit to the website’s “How We Wear Them” -- a site that cultivates a sense of community and also marketsthe many TOMS styles, which spurs more purchases. “It’s a triple-value proposition brand,” Bemporad says.And $44 isn’t a lot to pay for a pair of durable shoes, let alone two pairs and a feeling of giving.WalmartSure, five years ago, you probably would not have seen Walmart on a “best brand” list, but with great scalecomes great influence, and no one’s proven that like Sam Walton’s baby. Since 2005, Walmart has sought tobe a “good steward for the environment” -- the discount retailer is on its way to running on renewable energy,creating zero waste and selling sustainable products. The company pressured its detergent suppliers to useconcentrated formulas that would require smaller containers (less plastic), less room on shelves and less gasand money for cargo and shipping. The “roll-backer” has begun to offer more sustainable and eco-consciousproducts on its shelves, and it’s providing low-cost organic and fair trade products, like the Sam’s Choice FairTrade Certified House Blend brew. And when Walmart makes a change like that, it trickles down to mainstreamshoppers in every corner of America, boasting the power to create a better life and a better environment. “Ifyou can wire sustainability into an organization of that scale, the potential for positive impact on consumersociety is immense,” says Bemporad, whose sustainability-focused BBMG has worked with Walmart.JetBlueFree, unlimited snacks. Thirty-six channels of DIRECTV. No fee for your first checked bag. These perks compelpeople to try JetBlue. The thing that keeps them coming back? The brand. “JetBlue has humanized the travelindustry,” Moldavski says. Rather than pouring millions into traditional advertising, JetBlue invests its moneyinto its workforce, recognizing that a pleasant flight and friendly staff is the best advertisement for its brand --even when one of its crew members decides to jump out the emergency slide. “Essentially, every employee is amini-brand ambassador,” Moldvaski says. Every employee attends JetBlue University, where the Salt Lake City-based airline trains its staff and teaches them JetBlue’s values and customer service. You can see its customerservice in action on Twitter, where its 1.6 million followers (it’s in the top 100 most popular tweeters) go fornews, flight status and troubleshooting. Moldavski says JetBlue uses social media to engage in real-time, one-on-one conversations with its fliers -- an effective way to cultivate relationships and the loyalty of “True Blue”fans. After all, its slogan is “Happy Jetting!”Harley-Davidson“Forget about talking somebody out of it,” Frankel says. If someone wants a Harley, they’re going to get aHarley. A Honda is unacceptable and a Vespa just won’t do. Unlike many brands whose influence ebbs andflows over time, Harley-Davidson has mastered timelessness through reliability and trust. These machineshave been built to last since 1903, which may explain the fanaticism among the rebellious bike owners -- 5 to10 percent of Harley owners have been inked with a Harley tattoo. (Talk about brand loyalty!) But the branddoesn’t rest on its laurels. Derry says large-scale rider events like Sturgis and Daytona “ensure that futuregenerations of riders are born every day.”Patagonia“Here is the grandfather of all brands that function like a culture,” Hahn says. Patagonia was founded bythe legendary climber, Yvon Chouinard, which lends the brand unmistakable authenticity. Chouinard evengives his employees surfing and snowboarding breaks when conditions are peak. “Patagonia has supportedenvironmental and sustainability causes since before the word sustainability was ever used,” Stewart adds.Bemporad lauds Patagonia’s place as a beacon of transparency, authenticity, innovation and co-creation. page 13
  • 134. Patagonia’s Footprint Chronicles is a microsite where customers can track the environmental impact of an itemfrom design to delivery, inviting customers to see the positives and the challenges within the supply chain.Then there’s the Tin Shed, where people share stories about the outdoors and nature, sharing who they areand what matters to them. Even Patagonia’s Facebook page is “almost entirely consumer driven,” according toBemporad, a plain example of the emotional connection the customers feel, and the pride they have in theirsustainable, active lives. When customers buy Patagonia, they are supporting everything they care about.CraftsmanFrankel says your product and services are not your brand -- they’re proof of what your brand promised.Craftsman has mastered the art of crafting solid, durable tools, and if they ever fail, there’s a lifetime guaranteeto protect you -- that’s a trusty brand. “If your grandfather bought a wrench in 1946, and it broke yesterday,they’ll replace it for free,” Frankel says.The Worst BrandsCoca-Cola and PepsiYou’re probably gasping. Frankel says that while Coca-Cola may be a successful brand, it is not a good brand.The true test, he says, is that if you go to a diner and request a Coke and are met with, “Pepsi okay?” 99percent of people will say, “Yes.” A good brand would be irreplaceable. The same goes for Pepsi, because itworks both ways. Both are iconic companies with great advertising, but both brands are watered down whenyou look at the actual product -- the soda.KFCIt went from Kentucky Fried Chicken to the simple KFC, but that doesn’t undo the fact that it serves friedchicken. And the “Pink Bucket” campaign might be its greatest folly, according to Bemporad. Each “pinkbucket” purchase donates money to prevent cancer -- but let’s not forget that eating fried chicken cancontribute to obesity, another scary American health problem. “It’s cause-washing,” he says, noting that KFC iscertainly not the only company to do it. “Brands co-opt a cause in ways that aren’t genuine, to exploit marketinterest.”Taco BellOur experts are not trying to pick on fast food, but as health concerns mount, these brands become easytargets. Bemporad takes issue with the “Drive-Thru Diet,” a marketing ploy that “would make you laugh if itweren’t so troubling.” The BBMG team says brands run into problems when there’s a gap between promiseand practice -- Taco Bell’s claim that eating Taco Bell for three weeks will make you lose weight is “grosslyirresponsible.” The Drive-Thru Diet website claims, “Eating better just got easier” and the fine print goes onto say the “Drive-Thru-Diet is not a weight-loss program.” Brands have a responsibility to be honest with theconsumer, brand watchers say, and while this marketing ploy may be a short-term gimmick, it will “diminish thebrand equity” in the long run, Bemporad says.MicrosoftEven though Microsoft products are widely in use, Microsoft lacks the tribal loyalty of Apple. (How many timeshave you heard someone declare himself to be a Microsoft person? A Mac person, on the other hand? Thereyou go.) The team at ID Branding says tech companies like Microsoft never thought they needed to mastermarketing. “It’s like a baby who goes from lying on its tummy to walking without learning to crawl -- sooner orlater that person has to go back and crawl,” Hahn says. And when you’re learning to crawl as an adult, it canbe silly and awkward. So even though Microsoft products dominate in many categories, the brand equity ismissing and its customers don’t feel pride or affection toward their PCs. “Even people who work there call itThe Evil Empire,” Stewart contends. page 13
  • 135. BP“No explanation needed,” Zeman says. But if you would like an explanation, Stewart has one. “Remember thebeautiful new logo that looked, depending on who you were, like a sun or a flower? Remember all the talkabout caring for the environment? When a brand’s actions contradict its words, you’ve got a troubled brand,”she says. And when that brand irresponsibly lets millions of barrels of oil leak into the Gulf of Mexico, you’vegot a very troubled brand. “Values get tested in face of adversity and they either fail or succeed,” Hahn says.Goldman SachsGoldman Sachs always wins. It’s a moneymaking machine and probably the most successful firm on WallStreet, according to ID Branding. “But they never bothered to tell the world what kind of value they create,or why they’re good rather than evil,” says Hahn. Goldman CEO Lloyd Blankfein recently told NPR that hiscompany’s biggest mistake is not being transparent and telling its own story. “The question then arises, is thereany story to tell?” says Hahn. “In the eyes of most Americans, the only meaning inherent to the Goldman Sachsbrand is greed. If there’s more, then they better tell us so.”General Motors“Ford didn’t take bail-out money; GM did.” Stewart says. “Enough said.”FacebookIn July 2010, Facebook hit a huge milestone -- 500 million users. Sure, the brand has visibility, but highawareness is no longer the sole definition of a good brand. People use Facebook, but they don’t self-identifywith it, and many users have revolted over the site’s privacy issues, putting the reportedly $35 billion site onthin ice. “What happened to MySpace could happen to Facebook,” Hahn says. “No one seems to like whatFacebook stands for, but everyone’s using it. That’s a brand problem.”September 17, 2010Great American Beer FestivalCNBC ran two segments, one at 2 p.m. the other at 4 p.m., about New Belgium Brewing’s presence atthis year’s Great American Beer Festival.No video available. page 13
  • 136. September 17, 2010Drink of the Week: New Belgium HoptoberGermany’s Oktoberfest starts this weekend, and here in the states, the Great American BeerFestival is already underway, which means we’ve got beer on our minds for today’s Drink of theWeek. In our new issue, our cover story brings you 50 of the best seasonal bottled beers, andNew Belgium’s Hoptober is one of our top picks for fall. With five types of hops and four malts,this floral, citrusy golden ale has a full body with a snappy bite, making it the perfect segue tocooler autumn weather. Pair it with some grilled brats and a football game, and you’ve got theperfect fall weekend.Thousands of Brewskis on Tap at Denver Beer Bash | Karen SchwartzSeptember 18, 2010It’s a beer lover’s trifecta: Drinking a beer whilesurrounded by beer while watching a movie about beer.And it’s available for the first time at the 29th annualGreat American Beer Festival in Denver, which is launchingthe Short Pour Film Festival.The three-day festival is no mere beer garden. There are2,200 beers from more than 455 U.S. breweries availableto taste, the largest selection of American beers everserved, organizers say. page 13
  • 137. “At first you’re like, ‘One ounce! That is so tiny. So little liquid, I’ll never get anywhere at this pace,’ “ LaurenSalazar of New Belgium Brewing Co. told the online magazine A.V. Club Denver.“And then 40 samples at 10 percent ABV [alcohol by volume] and above, and you’re like: stumble, hiccup, ‘Ohboy, pretzels on a string for dinner.’ “For beer aficionados, there are classes on cooking with craft beer and on pairing food and beer. There arelectures from brewers, and a home-brew competition. There is even a brewer bookstore. But mostly, it’s aboutthe beer.Nearly 3,600 beers are entered in the competition for commercial beer -- a 9 percent increase from 2009.There are 79 categories, including coffee-flavored beer; herb, spice and chocolate beer; gluten-free beer; andnew this year are pumpkin beer, field beer, American-style India Black Ale, and wood- and barrel-aged strongstout.Tim Myers and John Fletcher of Denver opened the Strange Brewing Co. in May after losing their jobs with theDenver Newspaper Agency. They are among the 56 new breweries to enter the competition and have eightbeers in the running.“We’ve been living off of word of mouth,” Myers told The Denver Post. “Getting in front of 40,000 people thisweek will be our coming-out party.”In all, there are 522 breweries representing 48 states in the contest. The division with the most number ofentrants is American-style India Pale Ale with 150. The results from the 150 judges are being posted on thecontest’s Facebook page.There’s so much beer that both and A.V. Club Denver published survival guides forparticipants, reminding people to moderate, take breaks, hydrate and stay enthusiastic among the crowds andan overwhelming number of samples.In fact, so popular is the event that local media began writing about it in June, and tickets sold out five weeksago. The enthusiasm overflows into the rest of the city. Also in Denver this weekend are Oktoberfest, Brew atthe Zoo, a “suds safari” with more than 40 Colorado breweries and the Tour de Fat, New Belgium’s bike ride-cum-costume party. (It should be noted that American Craft Beer Week is in May.)But for those at the Great American Beer Festival who have lost their oomph, there is always the Short PourFilm Festival. People can sample live-action and animated shorts, music videos and commercials. The 2010winner is “Swagger Stagger” (caution: adult content and language). page 13
  • 138. Outdoor film fest benefits Charleston Moves | David QuickSeptember 22, 2010Celebrate the fall equinox outdoors tonight with a relatively inexpensive evening of short films and great beer,all for a cause.Colorado-based New Belgium Brewing is bringing its Clips of Faith Beer & Film Festival to Marion Square 6:30-9:30 p.m. The festival features amateur short films (no longer than 10 minutes each) that tie together craftbeer, environmental sustainability and whimsy.Examples range from kayaking buddies navigating grizzlies and whales on a paddling trip from Alaska to Seattleto an absurdist spaghetti western about a flat tire (and some beer).There are visual odes to people’s love affairs with their bikes, assorted comedy shorts and thought-provokingenvironmental pieces.View a preview at is free, but the beer, from New Belgium’s “Lips of Faith” portfolio, and food from local vendors isextra. (By the way, you can bring your own food.)Proceeds benefit Charleston Moves, the local bike and pedestrian advocacy group, and specifically it’sBattery2Beach initiative.B2B seeks to create a 24-mile bike and pedestrian route from the Isle of Palms, through downtown Charleston,to Folly Beach that links six towns, several parks, schools, historic sites and businesses and will serve as “thebackbone of Charleston’s regional bicycle network.” Visit is but one of 14 stops on the film festival’s tour. Other towns include Madison, Wis.; Eugene, Ore.;Davis, Calif.; Asheville, N.C.; and Athens, Ga.Those interested in attending are urged to bring blankets and low chairs, as well as to ride a bike equipped withlights and reflective gear to get back home safely.Green FairThe theme of sustainability, and bicycling, returns to Marion Square noon-8 p.m. Sunday with the thirdannual Charleston Green Fair, an event that features eco-friendly and -themed music, nonprofits, businesses,children’s activities, food and art.Of special note, Bicycling magazine will announce Charleston’s designation as one of eight cities selected as a“Biketown” and do a bike giveaway at 3:30 p.m.See a schedule at page 13
  • 139. Charity walks, runsSaturday morning is chock full of opportunities to walk, or run, with family, friends and neighbors to raisemoney and awareness for different causes.In order of the biggest to smallest:--The American Heart Association’s annual Start! Lowcountry Heart Walk will be 8 a.m.-12 noon at LibertySquare in Charleston. Hanahan, the 7th Carolina Children’s Charity 8K run and 2-mile fun run and walk will be 8 a.m. at theHanahan Rec Center. Folly Beach, the Make-A-Wish Foundation’s 6th Waves & Wishes 5K will be at 8 a.m. Folly Beach pier. Summerville, the 3rd annual Trinity 5K Faith Run and Walk will be 7 a.m. at Greater New Bethel Sounds ofPraise. de Fat: Ride bikes, do good, drink beer | Monica NolanSeptember 23, 2010 Tour de Fat - a unique amalgam of bicycles, beer, entertainment and do-gooding - can take some explaining for the uninitiated. “It’s a traveling, philanthropic cycling carnival,” says Michael Craft, of New Belgium Brewing Co., which sponsors the event. Or is it “a bike event that has some music and a little beer thrown in,” as regular attendee Kevin Barnard describes it? Either way, Tour de Fat celebrates its fifth year in San Francisco this fall. To honor that anniversary, we offer our five favorite facets of the event: It’s about the bike Get out your chopper, your tall bike, the Raleigh 10-speed you rode in high school, your road bike, your fixie and the clunker you take to the grocery store. Tourde Fat brings together cyclists of all stripes and styles, and half the fun is checking out your fellow riders at thekickoff to the party, the annual bike parade (registration at 10 a.m., parade at 11). Strategize for events likethe “slow race” and test-ride the one-of-a-kind bicycles in the bicycle corral. The main event is the car-for-bikeswap, in which one person signs over his or her car to charity and receives a brand-new bike in return.It’s about the costumesExpect to see wigs paired with sparkly capes, feather boas and fedoras, hot pants with striped legwarmers.Craft says he’s seen it all, including 50 Evel Knievel impersonators. Looking for inspiration? Don’t forget thatbridesmaid dress you have in the back of your closet. Craft says he sees several at each stop. “As part of theevent, everything’s solar-powered and compostable so it’s a very reduce, reuse kind of event,” he says. Whatmore creative reuse for a poufy pink dress with a bow in back than transforming it into bike attire? page 10
  • 140. It’s about the entertainmentThis year’s lineup includes Mucca Pazza, a self-described “circus-punk marching band” whose performancesinclude electric guitars, ukuleles, cheerleaders and lots of brass. They’ll be playing at the Bottom of the Hillthat evening (10 p.m., $12, 21+), but you can see them in the afternoon for free. Also on the schedule: theDovekins, Honeymoon Cabaret, the Raspyni Brothers and Américaine Stupide - this last described by Craft as acomedian “who talks in a thick French accent while asking the audience game-show-style questions.” For thosewho like to make their own entertainment, check out the DIY booth for a chance to get crafty.It’s about the beerPut away the brown paper bag you use to disguise your favorite brew on your regular visits to the park, andinstead show your ID and slip on a wristband. Now you can patronize New Belgium’s beer garden and samplea raft of classic brews, including Fat Tire - named after the bicycle tour of Belgium that inspired New Belgium’sfounder Jeff Lebesch to take his home brewing to another level.It’s about the benefitsAll proceeds benefit the Bay Area Ridge Trail Council and the San Francisco Bicycle Coalition. That could beyour dollar helping to provide bike parking at the next Ferry Plaza Farmers Market, to mark a dangerouspothole or to restore a trail on a ridge near Pinole.As Barnard says: “Come to celebrate bicycles, enjoy the music, enjoy the company, bring the family ... and justbe grateful for this fabulous existence we have.”Bike About Town is presented by the San Francisco Bicycle Coalition, an 11,000-member nonprofit dedicated tocreating safer streets and more livable communities by promoting the bicycle for everyday transportation. Formore biking resources, go to de Fat: 11 a.m.-5 p.m. Sat. Free-$5. Lindley Meadow, Golden Gate Park, S.F. and Beer | Joe VanhooseSeptember 26, 2010 Bike Athens and the New Belgium Brewing Co. have a lot in common.The Athens-based nonprofit and Colorado brewery both strive to promote alternative transportation. Bothwant to better the community.And on Friday, both organizations will come together to help each other.Athens is the last stop on New Belgium’s “Clips of Faith” Beer and Film Tour. The quirky brewery, which brewsFat Tire and more than a dozen other beers, has spent the summer traveling through college towns andhosting block parties that benefit different nonprofit organizations.Athens is a perfect place to showcase the brewery’s different beers and short films that New Belgium fans havemade, said Christie Catania, the manager at large for the tour. BikeAthens is a perfect partner. page 11
  • 141. “We’re always trying to get people to go outside and have fun and have some beer,” she said. “And we’re always looking to partner up with nonprofits that deal with bikes and sustainability.” The whole concept for the New Belgium Brewery came from a bike trip across Europe, Catania explained. A bicycle is the centerpiece of the brewery’s logo. During the summer, the brewery even hosts bike-in movies. Needless to say, this company is crazy about bikes. When officials decided to bring the Clips of Faith tour to Athens, they sought out BikeAthens as a partner. BikeAthens promotes transportation and land-use policies that improve and encourage alternative modes of transportation, including walking and biking. It was just the kind of organization New Belgium was looking for. “They actually approached us,” said Nina Kelly, chair of BikeAthens. “They’ve been working with the local government to set up the event, and we’re responsible for getting volunteers.” Those volunteers will pour 17 different New Belgium beers Friday evening. At dusk, a special film made up of 19 amateur shorts will play on an outdoor screen. Catania encourages everyone to bring a chair or a blanket and enjoy the show. “We’re celebrating the creativity of brewing and film together,” she said.The shorts range from the comedic to the thought-provoking, from kayaking buddies navigating grizzlies andwhales on a paddling trip from Alaska to Seattle to an absurd spaghetti western about a flat tire - and somebeer. There also are plenty of tributes to people’s love affair with their bikes.The different beers on tap are almost as diverse as the movies. The accompanying “Lips of Faith” line featuressome of the most eclectic brews ever conceived, Catania said.Expect to pick up different spices, fruits and woods with every variety. Some are dry, some are bitter and someare rather high in alcohol volume.The proceeds from beer sales will go to BikeAthens, Catania said. This is the first such fundraiser the companyhas had in Athens, which is on the eastern edge of New Belgium’s reach. The brewery currently sells itsproducts in 26 states.“We’re always looking to give back, especially when it comes to alternative transportation,” she said. “We wantto give back to every community we sell beer in.” page 12
  • 142. October 6, 2010Hoptober Golden Ale by New Belgium Brewing Co.$8.49 per six-packIf you’re looking for a hoppier alternative to the typical malt-oriented Oktoberfest brew while remainingsomewhat true to form and season, Hoptober fills the bill nicely. A clear golden pour with a bright white headthat laces well in the glass, it’s also a good choice for someone just dipping their toes into the craft-beer ocean— no “scary” murkiness or viscosity here. The name might lead to an expectation of a huge floral-hop nose,but the aroma is well-balanced and subtle, with plenty of sweet malt in the mix; the hops are there but don’toverpower. The flavor begins with more malt, but not too sweet; then a mild bitterness from the five types ofhops quickly blends in — again, subtle and well-balanced — followed by a bitter bite on the finish. There’s aslight warming sensation on the way down, but the alcohol by volume of 6 percent is moderate.New Belgium Brewing Co., Fort Collins; Weekender: Fat Tire | Carlyn MummOctober 8, 2010 For the past 22 weeks this column has been hopelessly devoted to cocktails. And don’t get us wrong, we lurve a good cocktail. But sometimes you just need a good BEER! New Belgium Brewery and it’s prized Fat Tire Amber Ale have been slowly been following their folly across the country bringing their unique flavors to fridges across America. Not yet available in all 50 states, it seems as though New Belgium has a special place in it’s wind-powered heart for Tempe, AZ. As Tour de Fat makes it’s way to the Tempe Town Refill, here’s this week’s Weekender recipe. We’re warning you, it’s a tough one. Better put on your thinkin’ caps. Ingredients: New Belgium Fat Tire Amber Ale Frosty Pint Glass Bottle Opener Prep: Open New Belgium Fat Tire Amber Ale with bottle opener. Pour intofrosty pint class. Enjoy. page 13
  • 143. Tour de Fat | Jennifer ThompsonOctober 9, 2010Segment Tempe’s Tour de Fat event.Please see the DVD at the back of the clipbook for a complete video.Lisa Brady’s life without a car and no regrets | Patrick OrrOctober 10, 2010The Boise woman who gave up her 1992 Jetta for a bike at this year’s Tour de Fat is adjusting to life without acarGiving your car away in front of thousands of like-mindedcycling enthusiasts at the Tour de Fat — New BelgiumBrewing’s traveling bikes and beer festival —can be a realbuzz.You are soaking in the adulation of your fellow cyclists. Youthink about not having to spend $30 or more to fill yourgas tank anymore. You have a handful of extra beer tokensto give away to your people. You get a sweet new 27-speedcommuter bike. There are exercise benefits to be had. Youwon’t contribute to the degradation of the air quality inthe Treasure Valley.All is good.Two months later, you have almost been hit by cars several times. You have to get up early for work andsummon the energy for a 5-mile bike ride — through city traffic — every day. Warm trips to work whiledrinking coffee are a distant memory.So Lisa Brady —do you ever have ”donor’s regret“?”I’ve thought about that more than a few times, but I don’t regret it,“ Brady said, laughing, a few hours afterbiking to work last week. ”I really don’t regret it at all. I’ve been a bike commuter for a long time, but now that page 1
  • 144. I am doing it 100 percent of the time, I’ve just had to accept some things.”I accept that my hair doesn’t look perfect or I won’t get to work exactly on time every time,“ Brady said. ”I doget a lot of support from the community, though. People are always asking me, ”How is the biking going?“”I am committed to this. I like to (commute), and I want be a strong advocate for the (biking) community. I lovebiking.“Trading a car for a bike in front of hundreds of cyclists at the 2009 Tour de Fat ”was a kick in the ass ... totallyfun,“ Brook Slee says. ”I’m a pretty shy person, so I enjoyed a few (New Belgium) beers that day.“Slee turned in a 1993 VW Fox for a bike that day and hasn’t looked back since.Slee said he has ridden his bike to work for the last two years except for about 15 days —when the weatherwas just too cold or was snowing dangerously.”I’ll give my wife a backrub or something to get a ride to work,“ he saidAny regrets?”None at all. Seriously. It’s been a good thing for me and our family. We really have to plan better on how touse our time,“ Slee said. ”Sometimes, we take the bus Downtown with the kids.“”New Belgium says you can take the bus,“ Brady added. ”You can take the bike on the bus.“Both Brady and Slee have spouses who have cars. That’s how they can avoid issues such as trying to carry 10bags of groceries while riding a bike. They also can get in the car if there’s an emergency, such as if Slee’s 6- or9-year-old children need to go to the doctor.Brady and Slee try to spend as little time as possible in cars and as much time as possible on bikes. Both alsolike the exercise, enjoy not consuming gas and doing their part to improve air quality. The other big secret?”(Biking) is just fun,“ Brady says.It’s so much fun for Brady that she and her husband plan to fly to Alaska next summer, where they will get atandem bike and ride back to Boise.October 11, 2010Five Colorado Beers To Warm Up With This FallAfter a hot, dry, fire-filled September, it’s finally starting to feel like fall in Colorado. For beer lovers, thatgenerally means a transition to darker, heartier beers. Luckily, nobody in the Centennial State has to travel farto meet the beer demands of the season. The state’s award-winning local craft breweries are already rollingout their fall specials, many of which will only be available for a limited time. page 1
  • 145. Check out our list of local fall beers to try this year, and let us knowwhich should join our list.Venetucci Pumpkin Ale - Bristol Brewing CompanyA favorite of Colorado Springs beer enthusiasts, Bristol Brewing Companyreleases its limited edition Venetucci Pumpkin Ale annually in lateOctober. All proceeds from the pumpkin ale go to the Venetucci farm inthe Springs, which grows the pumpkins for the beer.Hibernation Ale - Great DivideBilled as winter beer, this hearty, warming ale has won three GreatAmerican Beer Fest medals.The Kaiser Imperial Oktoberfest - Avery BrewingIf you’re looking for the boldest fall lager around, this is your beer.Avery boasts that it took all of the ingredients that make traditionalOktoberfest beer great, and augmented them to create the one intensebrew.Doctoberfest Marzen - Dry Dock BrewingWhere better to look for a fall beer than a craft brewery that specializesin German lagers? This is especially true when that brewery took homethe “Small Brewing Company of the Year” at the 2009 Great AmericanBeer Festival, and almost repeated the feat at this year’s Festival.Doctoberfest Marzen, a malty amber German lager, is currently on tapat the Dry Dock’s Aurora location.Hoptober - New BelgiumNew Belgium’s strong (7.0% ABV) seasonal ale uses five varieties of hopsand four kinds of malts. page 1
  • 146. Yelp Crew Gives 5 Stars to Lagunitas Little Sumpin’ | Erik MalinowskiOctober 19, 2010Over the last six years, Yelp has steadily grown into oneof the web’s most indispensable sites for finding reviewsand information on the best … well, anything that’s outthere. But there’s something else Yelpers are passionateabout: drinking beer. After all, they’ve got three iPad-connected beer taps in their mess-hall area, two ofthem tricked out with personalized keycard access, theresult of a recent in-house hackathon.So it was a natural fit that Wired staffers, in associationwith the amazing folks at the Rainforest ActionNetwork, stopped by Monday evening to hold a Sweet16 event for October Madness. In one corner, RangerIPA from New Belgium. In the other, Lagunitas’ LittleSumpin’ Wild Ale. On the line: A trip to the Elite Eight ofour ever-continuing beer tournament.The Location: Yelp, 10th Floor, 706 Mission St., San FranciscoThe Beers: New Belgium’s Ranger IPA (Fort Collins, Colorado) and Lagunitas’ Little Sumpin’ Wild Ale (Petaluma,California)The Method of Dispense: Two iPad-enhanced beer tapsHow They Fared: For anyone who might be listless after a long day at the office, Little Sumpin’ Wild Aledefinitely gave a quick wake-up to those in attendance, thanks to a sweeter-than-you’d-think 7.8 percent ABV.(Truth be told, it tastes more like 9 percent.) Yelper Nina said it was “seasonal and delicious,” while Nikki fromsales said it was “smooth and tasty.” Meg, her sales colleague, said it had “spicy notes of awesome,” whileNikk, who works in user ops, concluded that “at the risk of passing judgment on an entire class of beers, LittleSumpin’ has an interesting, multifaceted flavor, while Ranger IPA tastes, well, like an IPA.”Still, Ranger IPA didn’t go down without a fight. At 6.5 percent ABV, this pale ale was “smoother and morecomforting,” according to Yelper Casey from sales, while Mandy said it was “delicious and light.” Rebecca, aneditor, said the Ranger “tastes like happy,” while Yelper Ryan felt it was “subtle yet flavorful, without beingoverpowering.”In the end, though, the Little Sumpin’ Wild Ale pulled a huge win, knocking out its second IPA of thetournament and advancing to the Elite Eight, thanks to a commanding eight-vote victory. page 1
  • 147. October 21, 201030 Places We Want to WorkCompanies. They are where we work. There are some bad apples (those are usually the ones you hear abouton the news). But most are pretty quotidian: just the source of our weekly checks. That’s why companiesknown for their good practices and treatment of their employees are so rare and so commendable.Since companies and nonprofit organizations are the basis of working, we’ve compiled a list of 30 of thecompanies that, if we worked there, would have us excited to get out of bed each morning. Some are hugecorporations, some are tiny start-ups, but they are all the kind of place that inspires us to make our owncompany better. page 1
  • 148. Number 30: New Belgium Brewing CompanyDrinking and Driving ChangeNew Belgium Brewing Company, based in Fort Collins, Colorado, is famous for its delicious Fat Tire AmberAle. It became the world’s first wind-powered brewery in 1999. It’s also employee-owned, has an adult-sizedcorkscrew slide in the office, and gives every employee a stylish cruiser bike on their one-year anniversary withthe company.October 23, 2010Performance, Mourning Tours | Lindsay William-RossGet Out: Art Walk, Tour de Fat, One Night Only Art Show, Cabaret BenefitArts District Art WalkThe Arts District Art Walk is a Free, self-guided tour of more than 60 local artiststudios, museums, galleries and project/exhibition spaces within the originalArts District area of Downtown LA. ThisStudio and Gallery Art Walk is intended tointroduce a wider audience to the area’sgrowing art and cultural scene, whichincludes Downtown’s Original Arts District,Toy District and Little Tokyo areas. 1-6 p.m.After party @Royal Clayton’s, 6-9 p.m.Tour de Fat @LA State Historic ParkTour de Fat, “the ballyhoo of bikes & beer”is sponsored by the New Belgium BrewingCompany, makers of the acclaimed Fat Tire beer. It’s one of the largest bicycle non-profit fundraisers out there.While at the park, look for opportunities to wrench on your bike, get your face painted, eat some good food,have a beer and join our cycling circus of sensory splendor. All proceeds go to a good cause and the organizershave pledged to keep it environmentally clean. 11 a.m. to 5 p.m. Beers are $5 each.Art: The Mini Show @Art Center College of DesignThe Mini Show is an art show with 100% of the sales going towards Art Center College of Design students inneed of financial aid. The show will feature high-quality, affordable artwork, priced at around $300 or less. Theshow is being done in the memory of Mini Lai, and features many celebrated LA artists, including Mark Ryden, page 1
  • 149. Clayton Brothers, Alex Gross, Ed Ushiro, Roland Tamayo and Andrew Hem. The show is one night only, from 8-11 p.m. at the Art Center College of Design’s South Campus Gallery.Cabaret Benefit PerformanceSuzanna Melendez and Acts of Charity present the hit Broadway musical Cabaret, benefiting PerformingArts Leadership Scholarships (P.A.L.S.) - the fundraising arm of Class Act Musical Theatre. During tonight’sperformance, Kris Jenner (Keeping Up with the Kardashians) will lead this talented ensemble as Fraulien Kost,in the musical that took over Broadway in the late 60’s, about Berlin’s steamy, colorful Kit Kat Klub, on the eveof Hitler’s rise to power in Weimer Germany.Tickets: $25 - $100; available online or by calling (818) 703-6364. 7p.m.Halloween and Mourning Tours + Scary Movie @Heritage Square MuseumEnjoy creepy happenings at Heritage Square Museum at its Seventh Annual Halloween and Mourning Tours.Learn all about death and mourning etiquette during the Victorian era and participate in a funeral inside oneof our historic homes. See how other cultures celebrate and remember their loved ones, witness a Victorianfunerary procession, and then discover how even the intricate details of clothing played a role how Victoriansshowed their loss of a loved one. Tours run Noon-4; at 7 p.m. they are showing “Body Snatchers” as a separateevent ($10). Tours with admission.Nanobrewers take craft brewing to a new, tiny level | Greg KitsockOctober 26, 2010The grand tour of Baying Hound Aleworks, a new breweryin Rockville, lasts maybe five minutes. A turn of the headis enough to take in the entire operation, which occupiesa 1,350-square-foot bay in an industrial park. The 55-gallon mash tun and brew kettle resemble oversize souppots. A refrigerator is crammed with bags of hop pellets.The bottle filler is a tabletop model designed for the wineindustry. “I can probably do four cases an hour, dependingon how much coffee I drink!” says founder and headbrewer (and sole employee) Paul Rinehart.Baying Hound is a prime example of a nanobrewery, abusiness that’s tiny even by the standards of craft brewing,where 15,000 barrels a year is the dividing line between a micro and a regional brewery. At his current pace-- Rinehart brews twice a week, Tuesdays and Thursdays -- he’ll turn out 96 barrels of beer during his first yearin business, or about 1,300 cases of 12-ounce bottles.Rinehart’s sole product as of this writing is Baying Hound Pale Ale, which he introduced at the Takoma ParkBeer Festival on Oct. 16. He describes it as more English than American in style, with a caramel sweetnessto balance the hops. Rinehart uses two hops varieties: Warrior for bitterness, Willamette for its subtle, spicyherbal aroma and flavor. At 5.5 percent alcohol by volume, the beer is eminently quaffable, a little reminiscentof the much-clamored-after New Belgium Fat Tire Amber Ale. page 10
  • 150. Rinehart primes each bottle with a pinch of sugar to spark a secondary fermentation, naturally carbonatingthe contents. “It’s live beer!” he says, and he admits there is a risk of exploding bottles if too much pressurebuilds up. To be on the safe side, he recommends you refrigerate his ale if you plan to keep it longer than threeweeks.Talk with Rinehart about his family tree, and you get the impression that his brewery is the culmination ofsome deep ancestral urge. A maternal great-grandfather, he says, worked for Carlsberg in Denmark: notas a brewer, but as head botanist for its botanical gardens. A great-grandfather on his father’s side mademoonshine during the 1920s. When Rinehart applied to the federal Tax and Trade Bureau for his permit, hesays, “I told the agent I want to be the first in my family to do it legally.”He named his company after his late pet, a bloodhound named Marmalade whose throaty voice is preserved inthe ring tone on Rinehart’s cellphone.Rinehart has worked in the restaurant trade, most recently as sous-chef at Bilbo Baggins in Alexandria, and hesays he deliberately formulated Baying Hound Ale to accompany a wide variety of foods. Check his Web site,, for suggested food pairings, from Welsh rarebit to lamb sliders to takoyaki (balls offried octopus).Small-scale operations such as Baying Hound, common during the pioneering era of craft brewing in the1970s and ‘80s, are staging a comeback. The Colorado-based Brewers Association doesn’t keep figureson nanobreweries (nor does it have an official definition for the term), “but we certainly have noticed thebusiness model in the new breweries we see popping up,” says Andrew Sparhawk, the group’s craft beerprogram coordinator.In Frederick County, farmer Tom Barse hopes to cobble together a brew house from used dairy equipmentand begin brewing rustic farmhouse ales (“every single batch will be unique”) by next spring. His MilkhouseBrewery, he envisions, will turn out maybe 500 barrels the first year. Most of that he’ll sell at the source ingrowlers and swing-top bottles. “People tell me I’m going to sell a lot more, but I only have a certain amountof time to devote to this,” says Barse, who boards horses and raises sheep, bees and hops at his Stillpoint Farmnear Mount Airy.About 30 miles from Charlottesville in Nellysford, Va., Mary Wolf of Wild Wolf Brewing, one of the smallestprofessional breweries in the country, is making a smoked Scottish ale, a honey saison, an American lager andother beers in a 10-gallon vessel manufactured by the Sabco company in Toledo, Ohio.Wolf, who also sells home-brew supplies, plans to offer her beers in growler jugs starting Monday. She hopeseventually to move to larger quarters and install a 15-barrel brew house, but starting small “lets us get theproduct out there.”Nanobreweries are an inexpensive way to turn pro but are inherently unstable. Either the owners buckle underthe tedious labor and mounting bills, or they expand their businesses rapidly. Dogfish Head’s Sam Calagione,when he opened his Rehoboth Beach brew pub in 1995, dribbled out 10-gallon batches on what he called a“glorified home-brewing system.” He kept upgrading and last year brewed nearly 97,000 barrels. New BelgiumBrewing, founded in 1991 in the basement of a Fort Collins, Colo., home, rolled out 583,000 barrels in 2009.Rinehart, too, says he hopes to add larger tanks as demand warrants and to expand beyond MontgomeryCounty into the rest of Maryland, plus the District and Virginia. In the meantime, might a beloved hobbybecome a chore? “It might, if I were working for someone else,” he answers. “But I won’t let that happen.Being your own boss has its advantages.” page 11
  • 151. October 28, 2010Photos: 11th annual Tour de Fat bike festivalMarking L.A.’s growing bike-culture scene, the city hosted its first Tour de Fat, a traveling festival dedicatedto all things bicycle, held by the New Belgium Brewing Company on Saturday. The tour, which promotes bikeculture and sustainable living in 13 cities from Chicago to Seattle, is in its 11th year and will hold its last date ofthe year in Austin, Texas, this weekend. Part vaudeville show, part no-cars-go, the day was about beers, bikesand the love of riding. page 12
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  • 153. An Inconvenient Vermouth | Kiera ButlerNovember 1, 2010 page 1
  • 154. Monday Morning QB | Peter KingNovember 1, 2010Factoid of the Week That May Interest Only Me IThere were between 15 and 20 NFL scouts at the First Draft Choice BowlSaturday night in Seattle -- Andrew Luck of Stanford versus Jake Locker ofWashington. As I mentioned earlier, Luck outplayed Locker badly and theCardinal won in a rout, 41-0.One team took the unusual step of having two scouts in attendance:Cleveland.Play well while the floor is yours, Colt McCoy. Play very well.Factoid of the Week That May Interest Only Me III shared a dressing room with Rihanna Saturday.Kind of.On home Notre Dame Saturdays, I dress for the NBC halftime segment inthe room where my TV clothes are stored, along with Rodney Harrison’s and Tony Dungy’s. That’s also theroom where the star of Saturday Night Live dresses. [You may remember 51 weeks ago how I stepped onTaylor Swift’s red gown in the same dressing room. Then again, if you have a life, you may not.] This week, thestar was Rihanna. After the Notre Dame halftime show, I went back in the room to change, and I was nearlythrough when a woman, maybe 28, walks in and, with a look of You are NOT supposed to be in here, says,“Ohhhh. Uh, this is Rihanna’s dressing room.’’“I’m almost done,’’ I said. “One minute.’’“This was supposed to be locked,’’ she said, annoyed, and turned and closed the door.To the closed door, I called out, “I didn’t steal anything. It wouldn’t really fit me.’’Mr. Starwood Preferred Member Travel Note of the WeekSo my Montclair buddy Jack Bowers and California daughter, Laura, took a busman’s holiday Thursday to seeWorld Series Game 2 at AT&T Park in San Francisco. A great trip. The highlights: • Rode two cable cars. • Smelled marijuana near Fisherman’s Wharf. • Stood at the northeast corner of Clay and Sansome streets near the Embarcadero and could see three Starbucks within 50 yards -- one to my left, one straight ahead, and one to my right -- all the while evading people trying to enter Peet’s right behind me. • Smelled marijuana near Lefty O’Doul’s, the quaint only-in-San Francisco bar-cafeteria downtown. • Learned to like Fat Tire Amber Ale, thanks to a tap at Lefty O’Doul’s. • Saw the greatest collection of T-shirts and signs ever at a ballgame. Overnight, Cody Ross has been page 1
  • 155. immortalized on T-shirts all over town (As THE BOSS.) A bar two blocks up from the park advertised on its signboard: “Josh Hamilton Drinks Free.’’ Everyone had fake jet-black beards in honor of closer Brian Wilson, he of the jet black beard. Saw lots of “TIMMY SMOKE’’ T-shirt with marijuana leaves on them, in honor of Tim Lincecum getting pinched on a marijuana charge last year. Think that doesn’t make him a favorite of the locals? • Loved the ballpark and the fans and the atmosphere and the cove and the center-field denizens. [See photo of me with my new, uh, hairy friend.] I’ve been to big sports events before where the fans have more of an interest in saying they were at the game than actually being into the game. That was one intense crowd, from the first pitch. The cutest 5-year-old girl in our row was clutching and pounding her glove, waiting for a ball all night, and never missed one pitch. • Learned I might be able to manage better than Ron Washington. Giants led 2-0 in the bottom of the eighth. Two out. No one on. Buster Posey singles. Pitching change. In comes lefty setup guy Derek Holland. Four straight balls to Nate Schierholtz. Men on first and second. Up comes Cody Ross, hottest bat in the Giant postseason. Ball one. Ball two. Ball three. “He’s got to warm up Feliz,’’ I say. [Neftali Feliz, the trusted closer.] Nope. Ball four. Bases loaded. Eight balls, no strikes. NO ONE WARMING UP. NOT FELIZ, NOT ANYONE. Up comes Aubrey Huff. Ball. Ball. Ball. At some point here, righty reliever Mark Lowe sprints out to the bullpen from the dugout and starts speed-throwing. Foul. Ball four. Twelve balls, one strike. Run in. Now it’s 3-0. Still a game. Where is Feliz? Texas is still in the game; only 3-0, and there’s an off-day tomorrow, and they need one out -- one measly out ... and you’re telling me it’s not an important enough out to get Feliz up? Rangers stall for time. Now comes Washington to yank Holland. In comes Lowe. Up comes Juan Uribe. He walks. FOUR WALKS IN A ROW. HAVE I EVER SEEN THAT IN A GAME BEFORE? PROBABLY, BUT NEVER IN A GAME OF THIS MAGNITUDE. Giants, 4-0. No Feliz. A white flag in the World Series, with your 4-5-6 hitters due. I don’t understand. Edgar Renteria singles; 6-0. Somebody with the last name “Kirkman’’ comes in next. Aaron Rowand pinch-hits a triple. Giants, 8-0. Andrews Torres doubles. Giants, 9-0. Neat note of the inning: Freddy Sanchez, who struck out swinging to make the second out, strikes out swinging to make the third out. Not a good frame, Ron. • Smelled marijuana walking out of the park, then a block later on Second Avenue, walking from the stadium.I feel the same way about San Francisco as I do about San Diego, which is my favorite Super Bowl city. Can theGiants make the World Series every year? Please?Postscript: Ten hours after walking out of the stadium, I’m sitting in New York Jets special teams coach MikeWesthoff’s office in suburban New Jersey, interviewing him for a story. Isn’t it a wonderful travel world?Tweet of the Week I“NFL apologists alert: This will be 9th WS winner in last 10 years. How many times has NFL had 9 champs in 10years? Nada.’’--@jaysonst, Jayson Stark, the estimable major-league baseball analyst and a writer whose stuff I’velong admired.Having said that, I submit my MLB apologists alert:Including this year, the last 15 seasons have produced nine different World Series winners. The last 15 NFLseasons have produced 11 different Super Bowl winners. page 1
  • 156. Tweet of the Week II“DANG’’--@AdrianPeterson, Vikings running back Adrian Peterson, after Minnesota’s 28-18 loss in New EnglandSunday.November 3, 201010 Largest US Craft Breweries 3. New Belgium Brewing Co. Annual sales: 583,160 barrels Share of segment: 6.40% Change in share: +0.60% The third largest craft brewery in the country is the New Belgium Brewing Co., located in Fort Collins, Colorado. Founded in 1991, the brewery began when Jeff Lebesch decided to take his passion for home brewing to a commercial level. Fat Tire, the company’s flagship beer, originated from a bicycle trip Lebesch took through Belgium from brewery to brewery, and the icon of a bicycle isalso displayed in company logos and labels. The company’s beers are distributed in 19 different US states. page 1
  • 157. November 5, 2010Fat TireWLS-TV, Chicago’s ABC affiliate ran a piece using New Beligum and Fat Tire visuals.No video available.Craft beer goes green: Environmentally conscious brewing companies | SeanNovember 9, 2010NordquistHow green is your beer? No, I am not talking aboutthe dyed swill forced upon the masses on St. Patrick’sDay, nor am I referring to the several “lime” varieties ofthe light American lagers that shall remain nameless.I am talking about sustainability. The eco-friendly andenvironmentally conscious brewers. Does your beerstack up?The brewing process is energy intensive. From theamount of water used to the spent grains, the heatingof brew kettles and the chilling of wort, even thesmallest craft brewery uses a great deal of resources,both in material and in energy. Craft brewers have atendency to be ahead of the curve in a lot of ways, fromcollaborative efforts with other breweries to formingpartnerships with other local businesses. An excellent example of this is how many of them are working tobecoming “greener” breweries. So what are these independent business people doing to reduce their impacton the planet, and why? From coast to coast, craft brewers are making changes both big and small to “gogreen”.One of the most visible and vocal in their efforts is New Belgium Brewing in Fort Collins, Colorado. Fewcompanies — let alone breweries — take their commitment to sustainability and environmental responsibility page 1
  • 158. more seriously than New Belgium. To many, they are the gold standardof what can and should be done. Opening for business in 1991, theirfundamental core beliefs included “kindling social, environmental andcultural change as a business role model” and “environmental stewardship:honoring nature at every turn of the business.” This dedication to theenvironment, as well as a desire to make great beer, continues today. Anentire book could be written about New Belgium and what they have done,but just a few of their green practices are: • Onsite energy production, including wind, solar, and an innovative use of using the methane from waste-water to produce electricity. • Their Steinecker ‘Merlin’ Brew Kettle is designed to reduce boil to by one half, thereby conserving a lot of energy. • The interior of the packaging plant uses “beetle kill pine”, trees killed by pine beetles, so no healthy trees needed to be cut. • Treating their own waste water. • Employees are given a bicycle after one year of service to reduce emissions from automobiles.But New Belgium is not the only brewery making a difference. Kona Brewing in Hawaii began its solar panelinstallation this year at their brewpub on the Big Island, use a number of practices to reduce their energy use,and reuse the byproducts of brewing. Deschutes Brewery in Bend, Oregon, gives their spent grains to localfarmers for livestock feed, and in turn, buy their meat from the farmers to serve in their restaurants. This isa very common practice among brewpub owners who have also been known to use the grains for pizza andbread dough. Great Lakes Brewing in Cleveland, Ohio, has what they call the “Triple Bottom Line.” This is thefoundation of their business “to engage in economic, social andenvironmental practices that achieve a sustainable, yet profitable,business.” Along with a host of sustainable practices, Great LakesBrewing also has a partnership with Pint Sized Farm in nearbyBath, Ohio, to provide their restaurant with organic, locally grownproduce. The Granddaddy of craft brewing, Sierra Nevada, is atthe forefront of the movement towards sustainability as well.A combination of its own solar plant (one of the largest privatesolar arrays in the United States), the use of fuel cell technology,and significant heat and CO2 recovery puts the Chico, California,brewery up with the greenest of the green breweries.Brewers all over the country recognize that sustainable practices are not just feelgood measures or good PRmoves. By implementing technology like solar and wind power, and by reusing the by products of their brewingprocess in many different ways, it actually makes economic sense for the long run. In addition, they are servingtheir own communities by reducing pollution, creating and supporting local jobs, and of course offering a highquality, local product. So next time you enjoying your favorite craft beer, take a minute to think about whatwent into it, and the impact it has on the world around you. page 1
  • 159. November 11, 2010Short Stop, Fat Tire and more When I write about beer stores, I usually mention Total Wine & More because it has the biggest selection in the area. But it’s not the only place to get craft beer. Far from it. In downtown Sarasota, there’s Whole Foods, of course. But a reader called me recently and reminded me of Short Stop at 521 S. Orange Ave. I knew they sold craft beer but hadn’t visited the store. I’ve since been twice and it’s a place to add to your roster of craft beer stores. I like it because the store sells beer from Cigar City in Tampa and had Ballast Point, a great new arrival from San Diego, before Total Wine. And as someone who doesn’t work 9 to 5, I appreciate that Short Stop is open until 11 or later. Fat Tire “Do you know of anybody who sells Fat Tire locally?” asks Wyatt W.Wyatt, I think more people have asked me about Fat Tire’s availability than any other beer. It is brewed byNew Belgium Brewing ( in Fort Collins, Colo. It’s an amber ale, 5.2 percent alcohol, that thebrewery says is inspired by Belgian beers with their use of exotic spices and yeast strains. It’s malty and nutty,instead of being hoppy and bitter.And Wyatt, the reason you’ve had a hard time finding Fat Tire is because it’s not sold in Florida. New Belgiumdistributes more to western states, but if you want to take a road trip you can find them in Georgia, probably inthe Atlanta area.New Belgium -- an employee-owned brewery that uses a lot of environmentally friendly practices -- is growingand we can always hope they choose to come to our state. From my anecdotal evidence, I think their beerswould sell well here.Feel Good Beer FestOctober may be over, but that doesn’t mean we’re done with beer festivals. More than 20 craft breweries andseveral local bands will be represented Saturday at the Sarasota Feel Good Beer Festival at Mr. Beery’s (2645Mall Drive) in Gulf Gate. Admission gets you unlimited tastings. The main festival runs from 3 to 6 p.m., butthere is a VIP session from 2 to 3 p.m. with exclusive beers.VIP tickets are $45 in advance; regular tickets are $30 in advance. Proceeds will benefit local charities. Savemoney by buying tickets early at Mr. Beery’s, the Cock & Bull Pub (975 Cattlemen Road) and Stairway to page 10
  • 160. Belgium (1359 Main St.). You can also buy tickets online at; use coupon code IPA(all caps) to save $5 by Friday. Bring canned food donations and get $1 off per item, up to $5.Beer dinner at Roy’sRoy’s Hawaiian Fusion and Mr. Beery’s are teaming up for a beer dinner on Sunday at the restaurant. ChefJustin Fields has created a five-course meal paired with beers from Samuel Adams. The menu includes sushi,lamb and black forest cherry torte for dessert. The meal is $49 per person, plus tax and tip. Call Roy’s at 952-0109 for reservations and more information.Got a question?If you have questions about beer, including what’s available locally, please send them to me using my contactinfo below. I’ll try and answer them in future columns.Read about craft beer at Contact Alan Shaw at or 361-4914 and follow him at Twitter (@alancshaw).This Thanksgiving, don’t forget the beer | Josh NoelNovember 11, 2010Thanksgiving is two weeks away and your shopping list is no doubt coming together nicely: turkey, stuffing,cranberries, veggies, sweet potatoes (for Aunt Mildred’s legendary recipe), bread, salad fixings, dessert andwine. Just don’t forget the beer.A few weeks ago, while discussing the merits of Halloween beer, I wondered why there aren’t more -- or any-- beers brewed or marketed for Thanksgiving. Halloween is about dressing up and eating candy. Thanksgivingis about gathering with friends and family and eating endlessly. Which holiday sounds more appropriate for anexquisite beer? (If you said, “both,” you’re right, but you get my point.)Determined to shake up this year’s feast, I asked three local experts to recommend three beers that wouldgo down swimmingly with a Thanksgiving meal. Not surprisingly, many of the answers were in the Belgiandirection. Their choices follow, with brief explanations for each. All these beers should be on shelvessomewhere in the Chicago area, be it Binny’s or your favorite neighborhood liquor store.Anthony Norkus, craft and specialty brands manager, Glunz beer distributorship:North Coast/La Merle (California) “Due to its high carbonation, this Belgian-style saison really cuts throughthe richness of foods and cleanses the palate. Spicy notes such as white pepper also lend additional spice totraditional Thanksgiving dishes.”Dogfish Head/Midas Touch Ancient Ale (Delaware) “A creamy and very complex spiced ale that pairs well withmany different types of foods. Brewed with white Muscat grapes and honey, which add sweetness to page 11
  • 161. complement Thanksgiving yams, it’s also well-balanced with thyme and saffron, which contrast well with roastturkey.”Great Lakes/Eliot Ness (Ohio) “With a rich body and caramel notes, this adds heartiness to every Thanksgivingdish, and is really another addition to the plate. As we step from kolsch and Belgian white ales thatcomplement lighter summer fare to porters and stouts with heavier comfort foods, this hearty amber lagerhelps us make the transition during the late fall season.”Wes Phillips, sales manager, Windy City Distribution:Brasserie Dupont/Moinette Brune (Belgium) “A lot of the same reasons for this beer to be on the table asyou’d expect with any farmhouse ale. Dupont is the consummate farmhouse brewery, and the Brune hasa super malt-forward flavor, which is appropriate for Thanksgiving dishes. There is a great deal of herbs onthe table with most dishes, so the caramel malt and fruit esters stand up to that diversity, and the strongcarbonation cleanses the palate at the end.”De Koningshoeven Brewery/Quadrupel (The Netherlands) “Again, bold malt-forward flavor that has thecharacter of plum, fig, and raisin notes in the esters. The difference here is that you’re getting a higherpercentage of alcohol, which is appropriate for darker turkey meat, goose or duck.”The Lost Abbey/Avant Garde (California) “This is a beer that loves to be around food. A classic blonde Biere deGarde, it is a very versatile beer, with a bready, biscuity malt-forward character. Again, nice carbonation levelsfor a palate-cleansing effect. This is a beer that has a home with just about anymeal.”Ray Daniels, founder and director of the Cicerone program:New Belgium/1554 (Colorado) “This lightly roasty black lager provides the perfect counterweight to the richcharacter of a Thanksgiving feast without overpowering the lighter flavors of the meal. As it is lightly hopped,this old world/new world fusion of a beer makes a great utility player for a wide range of turkey-day menusand will be especially suited to brined birds.”North Coast/Brother Thelonious (California) “The rich warm flavors of a November feast include toffee,toasted grain and hints of roasted meat. All of these seem to emanate from the drinkable palate of thisBelgian-style dark ale, along with a fruitiness that lightens the palate and enough alcohol (9 percent) to gentlycleanse the fats from your palate. Best of all, you can find this Brother in cork-finished 750 ml bottles for a bitof ceremonious sharing or in crown-capped 12-ounce four-packs that allow you to tipple on your own if therest of your party insists on wine.”Avery/Karma (Colorado) “Hop heads need to tone it down during Thanksgiving as the aggressive flavors ofAmerican pale ales and India pale ales typically overwhelm the American feast. But Karma offers some hoppysolace in combination with spicy yeast flavors and a firm, but fruity malt base. Those who eschew sage in thedressing for spices with a bit more passion and heat may find this spicier beer the perfect pairing for theirholiday.”How about you, beer lover? Any Thanksgiving favorites? page 12
  • 162. November 16, 2010Colorado’s Best Limited Edition Winter BeersLet’s face it: Colorado does winter well. There may not be another state in the country where people actualspend all year looking forward to the snow and cold.While there’s no doubt that much of that love for winter has to do with the world-class ski slopes, we’d liketo think Colorado’s bevy of delicious winter seasonal brews has something to do with it too. At the very least,they make it a lot easier to warm up after a day of skiing. Check out a few of the state’s best local, limited- edition winter brews below. Frambozen is a juicy Thanksgiving beer that smells and looks like fresh raspberries. This fruity brown ale is ruby-colored with pale malts and target hops. 6.5% ABV. page 13
  • 163. November 19, 2010Environmental Entrepreneurs: Tour de FatAn online video describing Tour de Fat and its environmentally friendly contributions was on MSNBC’swebsite section “Environmental Entrepreneurs.”Full video available on DVD at back of clipbook.Inside MillerCoors’ Craft Brewery, Tenth and Blake | E.J. SchultzNovember 22, 2010As MillerCoors ramps up its new craft and import division, it won’t be running a torrent of TV ads or putting upa flashy new website. Rather, the brewer is doing something a little more basic -- sending its workers back tobeer school.From the highest-paid executive to the lowest-earning brew house laborer, every employee in the company’s40-person Tenth and Blake division will take classes on beer history, styles, flavors and etiquette, including onecourse on food pairings called “Beer & Cheese.”The back-to-basics training is just one example of how the beer giant is using the division to focus on the smallbut fast-growing craft segment where complex ingredients and storytelling mean more to consumers than acelebrity spokesman or catchy tagline. “In the craft and import business it is a lot more about education being the new promotion,” Tenth and Blake President-CEO Tom Cardella said in an interview discussing the division’s strategy. “There’s a lot of desire for knowledge and learning and training in regards to how beer is made, how beer is looked at in regard to the sensory experience as it pairs with food.” Launched in August, the division is a move by the brewer to capture some of the momentum in the craft segment, a space more associated withmom-and-pop brewers than behemoths such as MillerCoors. So far, most of the work has been behind thescenes as the division assembles a sales staff in major markets to push a more than 20-beer portfolio page 1
  • 164. of crafts and imports that includes Blue Moon, Leinenkugel’s, Pilsner Urquell and Peroni Nastro Azzurro.(Foster’s and Molson are not included because they are marketed more like mainstream brands.)The investment “is a recognition that they have to get more serious and take things to the next level inthe high-end beer market,” said Benj Steinman, president of Beer Marketer’s Insights, a leading beer tradepublication. “The challenge is for a big company to think small.”The tone is being set by Mr. Cardella, who reports directly to MillerCoors CEO Leo Kiely. Despite his more than30 years of experience in the beer industry -- including helping launch Stella Artois in the U.S. in the 1990s --Mr. Cardella plans to take the classes alongside other workers. And in an effort to get to know beer even better,he has started home brewing for the first time.Smaller craft brewers aren’t quite sure what to think. “In some ways you can take it as a form of flattery. Inother ways you can take it as a form of competition,” said Bryan Simpson, a spokesman for New BelgiumBrewing in Colorado, maker of Fat Tire and other successful crafts. If MillerCoors “gets mainstream drinkersturned on to new styles of beer, then that’s a benefit to craft brewers,” he said.Tenth and Blake is named for the Leinenkugel’s brewery on 10th Street in Milwaukee and the Blue MoonBrewing Co. at Sandlot on Blake Street, which is located in Denver’s Coors Field. The division’s beers accountfor roughly 10% of MillerCoors’ domestic net income, Mr. Cardella said. The brewer reported $334 millionin net income in third quarter. But many of the brews are growing faster than the company’s bigger brands,whose sales have declined as out-of-work blue-collar beer drinkers spend less money.Crafts, which tend to appeal to more affluent drinkers, haven’t had that problem. Shipments of Blue Moon,for instance, grew by 7% last year to 1.15 million barrels, compared with Miller Light, which dropped by 6.6%albeit on a much larger base, to 16.5 million barrels, according to Beer Marketer’s Insights.Craft beers accounted for $6.98 billion of the $101 billion total U.S. beer market in 2009, according tothe Brewers Association. But crafts are gaining, with sales volume jumping 9% in the first half of the year,compared with a 2.7% decline for the overall market, according to the association.Tenth and Blake’s goal is to grow its sales even faster by increasing distribution and promoting particularbeers. “There’s a lot of our brands that are relatively small today that will just blossom with more focus andnurturing,” said Mr. Cardella, speaking over a small glass of Leinenkugel’s Big Eddy Russian Imperial Stout atthe 10th Street brewery.By the end of first quarter of next year, Tenth and Blake plans to grow to up to 100 employees, including 40“distributor beer merchants” who will work with distributors to pick and promote the best specialty beersfor a particular market. Native Italian “ambassadors” will be deployed to push Peroni. And in an effort called“brewers unleashed,” brew masters will create varieties that will first be sampled by employees and then rolledout on a limited basis to MillerCoors’ home markets in Chicago, Milwaukee and Denver as a “very, very lowcost test market,” Mr. Cardella said.The division is “looking for ways to further our credentials as a craft brewer though innovation,” he said.Measured media spending on the division’s brands grew to $5.6 million in the first six months of the yearfrom nearly $1 million last year, according to Kantar Media. Most of the spending was on Blue Moon, whichlaunched its first national TV ad late last year, a spot called “artfully crafted” by Omnicom Group’s Integer. Thedivision starting last summer ran TV spots for Leinenkugel’s in select Midwestern markets that featured fifth- page 1
  • 165. generation brewing brothers Jake and John Leinenkugel. The ads are by Milwaukee-based indie shop Jacobson/Rost, which Tenth and Blake also recently named as the agency for Peroni and Pilsner Urquell -- which movedfrom Publicis Groupe’s Arc Worldwide -- and Grolsch, whose last agency was Interpublic Group of Cos.’Momentum Worldwide, St. Louis. (MillerCoors acquired Grolsch from Anheuser-Busch in 2008.)Still, Tenth and Blake’s media budget is likely to remain “modest if not minor,” Mr. Cardella said.“These are brands that do rely a lot on personal discovery. What we’re trying to do is help the awarenessalong,” he said. But “you don’t want to saturate because you run the risk of losing the specialness that youwant to create.”Some small brewers don’t consider Blue Moon or Leinenkugel’s a true craft because it fails to meet thedefinition set by the Brewers Association, a craft trade group. Although the beers meet the size thresholdof less than 2 million barrels a year, they are disqualified because they are controlled by MillerCoors, whichis not a craft brewer by the association’s definition. New Belgium Brewing’s Mr. Simpson called the beers“mainstream-produced craft knockoffs.”Yet walk into the 10th Street brewery -- tucked into a downtown Milwaukee neighborhood -- and it very muchhas the feel of a small brewer. Master brewer Greg Walter oversees just nine employees who still stack kegsand cases by hand. Mr. Walter is routinely experimenting with new varieties, including aging beer in 12-year-old bourbon barrels.He’s giddy about the new effort, which he said will bring attention to his Leinenkugel beers. Up to this pointhis brews had been an afterthought as MillerCoors salespeople push bigger beers, he said. It’s “great for us tohave somebody focus on our beer brands and our styles,” he said.Backcountry Bartender: Craft Canned Beer Test | Crystal SaganNovember 25, 2010 Beer has been available in a can since the 1930s, and just about everyone and their grandpa has drank something along the lines of PBR or Milwaukee’s Best in a can at some point. Over time everything evolves, and luckily, canned beer included! At the moment there are almost 80 craft breweries with at least one beer being produced in a can, a number that is set to reach 100 by 2011. Many of these breweries are very small and don’t distribute beyond their neighborhood, so to speak, so if page 1
  • 166. you don’t see your favorite brew from back home listed here (like Upslope Brewing and Half Acre BeerCompany), its not because we don’t love it too, but searched for canned craft beers available to a minimum ofthree states.Avery Brewing Joe’s American PilsnerAppealing nose of floral hops and grass with a refreshing balance of German hops and bready malt, just atouch of bitterness. A great session beer. 4.7% ABV; 12fl. oz.; www.averybrewing.comBuckbean Brewing Black NoddySweet, malty nose, on this traditional Schwarzbier. 3 different types of roasted malt give the Noddy a dark, richcolor, and a nice depth on the palate. Relatively light body is sweet with a subtle balance of earthiness fromthe grains. 5.2% ABV; 16 fl. oz.; www.buckbeanbeer.comNew Belgium Brewing Sunshine WheatLemon zest and coriander on the nose followed by a palate initiated by lemon zest and orange peel, withcloves and coriander to follow. Light bodied and easy drinking. 4.8% ABV; 12fl. oz.; www.newbelgium.comStevens Point Pale AleAromas of citrus and a light maltiness lead into a slight nutty malt flavor with hints of citrus and hops. Nicecrisp hop finish. 5.4% ABV; 12fl. oz.; www.pointbeer.comSly Fox Dunkel LagerA very light nose in general, just a hint of sweet maltiness and floral hops. Pours a rich copper color, malty andsweet up front, mild hops at the crisp finish. Medium bodied. 5.3% ABV; 12fl. oz.; www.slyfoxbeer.comUncommon Brewers Siamese Twin AleAn unfiltered and unpasteurized organic Belgian-style Double that incorporates a fun mix of spices. Citrus,coriander, and wheat grass on the nose. Medium body, floral up front followed by touch of coriander, sweetmalt, and a mild bitterness (likely from the kaffir lime leaves its brewed with). You’d never guess its strengthbased on taste alone. 8.5% ABV; 16fl. oz.; www.uncommonbrewers.comOskar Blues Gubna Imperial IPAThe strongest of the canned beers we tested (10% ABV), the Gubna is in a class all its own. A nose of citrus andgrassy hops, leads into a palate reflecting the same. Rich hop flavor and bitterness with a hint of malt; finishlingers leaving you yearning for more. 10% ABV; 12fl. oz.; www.oskarblues.comOskar Blues Gordon Imperial RedGordon beat out 22 other craft canned beers to be our overall favorite. Intense floral hop nose is slightlydeceiving, as the palate is not quite as hopped. Medium bodied and well balanced, hints of caramel, herbs,and yeast. An easy to drink red for hop lovers, especially considering strength (8.7% ABV). A great match for ameal made with Oskar Blues beer infused Gordon hot sauce. 8.7% ABV; 12fl. oz.; www.oskarblues.comNot hiking too far? Try an aluminum mini-keg of Winter White Wheat or Hopslam Double IPA by Bell’s Beer.The 5 liter mini-keg has a self contained tap, holds 14 beers, and weighs little more than a gallon of milk. page 1
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  • 171. The spirit of the season? Great beer | Steve GreenleeDecember 9, 2010GLASSWARE If your beer geek has a favorite brewery, consider buying some of its custom glassware (or otherparaphernalia). You can usually buy such items directly from the company’s website. Dogfish Head and StoneBrewing Co. both sell original glasses for decent prices, and those are safe choices — every beer nut in thecountry enjoys what those brewers make. We’re dying to get our hands on a couple of the Stone Old GuardianBarley Wine glasses ($7 each). On the other hand, the so-called “perfect pint’’ is made right in our backyard— Boston Beer Co.’s Sam Adams Lager glass ($4.99) is designed to capture a beer’s aroma and enhance itstaste. And here’s the best deal of the season: New Belgium Brewery in Colorado is offering a gift set with twoof its glasses for just $5.99 — and no shipping charge.MIX PACKS Everybody pulls them out this time of year. Sam Adams has its Winter Classics (about $14), whichoffers two each of six different beers, including Old Fezziwig, the best beer in the Sam Adams stable. Saranacbrings out its “12 Beers of Winter’’ pack ($13), and St. Bernardus sells a mixed pack ($26) that includes sixdifferent beers, including the revered Abt 12, one of the greatest ales on the planet. The “Historic Ales FromScotland’’ pack ($11) presents a few lesser-known beers that predate the use of hops in brewing.GIFT SETS Out they come in the liquor stores in December, these well-priced sets that include a few beersfrom a brewery along with a signature glass. Chimay, a brewery in Belgium whose beers are made by Trappistmonks, produces some of the finest ale on Earth. Its gift set ($20) includes one each of its three beers alongwith its classic Chimay goblet. Ommegang, an artisanal brewery in Cooperstown, N.Y., collects three of itsoutstanding beers in 750-milliliter “bombers,’’ plus one of its distinctive glasses in a handsome set ($26). If youwant the beer glass that many people consider to be perfect, go for the Duvel gift set ($18); you get the world-famous “Duvel tulip’’ plus four bottles of Duvel’s golden ale, the standard bearer of its style. But why settlefor one glass? Boston-based Harpoon Brewery ups the ante by gathering six different glasses plus six differentbeers ($40).Holiday releases to consider | Bryan Clutz & Adam TravisDecember 14, 2010The holiday season is a time to get together with friends and share good times. For your upcoming gatherings,consider hosting your own beer tasting. Go shopping yourself, or better yet, invite your guests to each bring abottle to share; an ounce or two is all you’ll be sipping at a time.Two tips: Read up ahead of time about the beer you choose, and provide paper for note-taking by all so theydon’t forget the first beer by the time they try the last. page 12
  • 172. We recently picked up a variety of Christmas releases and sat down with friends to sample our newdiscoveries. We chose three winter warmers, two India pale ales, and two cellarable ales. Here’s our results,leading up to our favorite.7. New Belgium 2 Below (New Belgium, Fort Collins, Colo.; 6 percent alcohol by volume): Light and malty,this very drinkable brew has wonderfully floral and citrusy hops notes, though little of the hops flavor comesthrough. Falling in the winter warmer category, we all enjoyed this brew, although its smooth and easydrinkability made us think more of a sunny afternoon in April than a cold winter’s night in December.6. Full Sail Wassail (Full Sail Brewing Co., Hood River, Ore; 7 percent ABV): The initial aroma is reminiscent ofmulled cider, especially interesting as no spices are used in its brewing. Traditionally, a wassail was a blendof a robust ale with a variety of spices such as nutmeg and cinnamon. Given this tradition, the brew wassurprisingly drinkable and not as hearty as we had hoped. A great brew, however, for those who are not a fanof darker, heavier offerings.5. Sierra Nevada Celebration (Sierra Nevada Brewing Co., Chico, Calif.; 6.8 percent ABV): Each year, SierraNevada brews up a batch of its Celebration Ale, an IPA that is rich and hoppy. The California brewery featuresthe first hops of the growing season in this annual release.4. Breckenridge Christmas Ale (Breckenridge Brewery, Denver, Colo.; 7.4 percent ABV): Maltier and spicier, thisdarker variation on a winter warmer was described by one of our friends as smelling a bit like “roasted cherrycola.” If allowed to warm slightly closer to room temperature before enjoying, chocolate, cola and anise orlicorice flavors do appear.3. Full Sail Wreck the Halls (Full Sail Brewing Co., Hood River, Ore.; 6.5 percent ABV): This second IPA alsocomes from the hops-rich state of Oregon, and is thusly a superbly crafted IPA blended with the increasinglypopular winter warmer. The citrusy centennial hops are balanced nicely by rich caramel malts.2. Goose Island Christmas 2009 (Goose Island Beer Co., Chicago, Ill.; 5.6 percent ABV): Goose Island has beenbrewing its annual Christmas Ale for a number of years now, each year tweaking the recipe slightly. Last year,the brewery donated a portion of the sales to a Chicago charity that provides Christmas trees for families inneed. Last year’s also won a bronze medal in the American Brown Category at this year’s World Beer Cup.Cellarable for up to five years, be sure to pick up a few bottles of this brew to enjoy in the years to come.1. Delerium Noël (Brouwerij Huyghe, Belgium; 10 percent ABV): This Belgian Strong Ale is another brew to beenjoyed now and cellared to be enjoyed later. As with many Belgian beers, cellaring allows the complex flavorsin the brew to mellow and blend, creating a wholly different drinking experience as time goes by. page 13
  • 173. December 16, 2010Sharing the Books and Profits with the Staff One way that some of the fastest growing and most profitable companies around keep everyone focused on the growth is by sharing key metrics, including financial data that is often considered for management only. By creating a “dashboard,” or even a simple one-page, high-level view of key strategic, marketing, and financial indicators even those in entry- level positions can get a much better view of their role in achieving the company’s success and strategic vision. It’s also a great way to keep everyone in the organization focused on key goals like referral generation.Open Book Management is bornIn 1982, International Harvester sent a young manager named Jack Stack to Springfield, Missouri, to fix theirailing engine-overhaul plant. Shortly, International Harvester decided to pull the plug on the plant and orderedStack and his team to lay off the entire staff.Instead, in what has now become a much chronicled story, Stack and twelve of his fellow managers pulledtogether $100,000 and borrowed $9 million more to buy the place, renaming it Springfield ReManufacturingCompany, or SRC.I’ve interviewed Stack on several occasions, and he readily admits that, given the size of the loan paymentand the inexperience of the staff, including himself, he decided to open the books as a way to get everyone inthe company focused on the financials, so that all the employees could help the company make money andsurvive.To him, traditional closed-book management strategies, the kind he experienced rising from mailroom to shopfloor to management, didn’t make any sense, because the reason behind budgets and quotas, profits andlosses were never explained. So he and his managers decided to create an entire business where everyoneknew everything behind the numbers and everyone was expected to find ways to contribute to the numbers.With that decision, the concept known as “open book management” was born.SRC’s and Stack’s complete story can be found in a wonderful book by Stack and coauthor Bo Burlinghamknown as The Great Game of Business. Burlingham covered SRC and the great game as a columnist for Inc.magazine. “Stack had figured out how to tap into the most underutilized resource available to a company,”Burlingham wrote. “Namely, the intelligence of the people who work for it.” page 1
  • 174. If it were your company, what would you do?New Belgium Brewing Company, based in Fort Collins, CO, was named one of fifteen “Top Small Workplaces” inthe United States by the Wall Street Journal in 2008. A brief tour of the place provides a glimpse into why. (Andno, I’m not referring to the unlimited supply of Fat Tire Amber Ale.) New Belgium’s staff is made up of owners,and it shows in the pride and enthusiasm demonstrated through every contact, from the phone to the tastingroom.New Belgium began operations in a Fort Collins basement in 1991. Today they are the third-largest craft brewerin the United States. At the time of the WSJ award, New Belgium boasted a 97 percent employee retention rateand practiced open book management.” And at the end of one year of employment, a staff member becomesan owner.This note from the company’s Web site speaks to the culture of ownership at New Belgium: “Employees areguided by this simple principle: If it were your company, what would you do? Look for ways to be less wasteful,be more efficient, recycle, and reuse? Yep. It’s infectious. Once you start thinking of ways to make yourcompany better, you can’t stop.”New Belgium CEO Kim Jordan explains their open-book philosophy like this: “The way it works here is that eachemployee knows precisely what it costs to make a barrel of beer, and how much their department contributesto that cost. Since they have a vested interest in the profits, they often meet to set performance targetsto bring those costs down. They determine which costs trouble them -- keep them up at night -- and thenthey recommend how they can do better. We’re proud of the corporate culture we’ve established here. Ouremployees care -- about the product, about costs, and about each other. It’s not unusual for an employee tostay late to help a coworker get a certain job done.”Create your key strategic indicator dashboardAn Inc. magazine survey last year found that 40 percent of the companies on its list of the five hundred fastest-growing private companies in the nation use some form of open book management. There is a misconceptionin some circles that open book management is simply about sharing the full financial picture with everyemployee.While some firms may choose to provide full financial details, the real power of any open book managementstrategy is in giving employees the key measures of business success and teaching them to understand thosemeasures and to use them to improve their performanceI find that many business owners aren’t that hot at tracking and measuring the important indicators of success.When you are just starting out, perhaps you can get away with this, but as your business grows, analyzing keysuccess indicators can mean the difference between smart growth and chaos.Most of the books on the subject of business or marketing metrics are so full of jargon that they don’t provideanything in the way of a simple and effective approach. I firmly believe that if you mine your data for just ahandful of key indicators, you can create a dashboard of information that you can actually react to, affect, andlead from. Keep it simple and build elegant processes to extract and monitor just a handful of key indicators. page 1
  • 175. December 17, 2010Joe Sixpack: Cases of brews under the tree and other beer-related gift ideasBEER LOVERS are easy when it comes to holiday shopping. A sixpack will make them happy, a case will havethem naming their firstborn in your honor.Still stuck on ideas? Read on.FOR THOSE WHO BELIEVE IN SANTA CLAUS: A box of St. Nick’s favorite Oregon-made Christmas beers,including BridgePort Ebenezer Ale, Deschutes Jubelale, Full Sail Wassail, McTarnahan’s Hum Bug’r, Widmer’sBrrr! and Santa’s Private Reserve from Rogue, with salted pretzels. ( $49.99.)FOR THOSE WHO BELIEVE IN ZOMBIES: “The Walking Dead” pint glasses from The supplieralso offers some very wonky ceramic tankards with Azeroth’s Murlocs from the World of Warcraft. (Starting at$29.99.)FOR THE HOLIER THAN THOU: Bottles from all seven Trappist monastery breweries. You may have to visitseveral beer stores to track them all down, and one of them (Westvleteren 12) is almost impossible to find inAmerica. But nobody would turn down a sixpack composed of Chimay Grande Reserve, Rochefort 10, AchelTrappist Extra, Orval Trappist Ale, Westmalle Dubbel and La Trappe Quadrupel.FOR THE GADGET GURU: The Shoot-a-Brew Cooler. You’ve seen it on YouTube - it’s the remote-controlled beercooler that can sling a can of your favorite brew across the room. The cooler is just going into production, so ifyou order it now, it won’t be delivered till after the holidays. ( $295.)FOR THE KNOW-IT-ALL: Tuition at Philly Beer School. The Fairmount institution holds classes on specialtybeers, home brewing, food pairing and other topics. Graduates earn a Magna Cum Lager. ( From$39.99.)FOR THOSE WHO CELEBRATE CHRISTMAS EVERY DAY: Beer-of-the-month club membership. Give the gift thatkeeps on giving all year ‘round. Look for clubs whose selection goes beyond the ordinary. Here are two I canrecommend: and (Starting at $22.95.)Note: Pennsylvania law forbids beer-by-mail deliveries. However, the law is apparently unenforced. Both UPSand Fed-Ex are now delivering to authorized signers (must be at least 21). page 1
  • 176. FOR SANTA’S WORKSHOP I: A home-brew kit. Home-brew shops will assemble everything needed for thatfirst, great brew: a fermentation tub, tubing, air locks, hydrometer, bottle capper, ingredients and - mostimportantly - instructions. (About $75, complete.)FOR SANTA’S WORKSHOP II: The Clone kit. Oregon’s Rogue Ales shares its love - and ingredients - throughan all-in-one kit that allows homebrewers to make their own version of its Dead Guy Ale. Each kit makes fivegallons. ( $45.95.)FOR TOASTING: A pair of New Belgium beer glasses.New Belgium from Fort Collins, Colo., known for its Fat Tire Amber Ale, is one of the darlings of Americancraft beer. Give a boxed set of glassware and your gift recipient will surely want to share a cold one with you.( $5.95, free shipping.)FOR THE CRAFTY: Anything from Etsy. Just search for “beer” at this website devoted to artists and crafters,and you’ll find an incredible array of gifts made with the beer drinker in mind: Bottle-cap jewelry, beer koozies,beer soap and original art prints. Search for “karenlaneart” and check out the very cool stainless steel casesdecorated with old beer ads. ( From 50 cents to $100.)FOR THE DECORATOR: Duff Beer lights. Light up your Christmas tree with a string of lights that only Homercould love. ( $30.)FOR YOUR GRANDFATHER: Retro T-shirts.Imperial IPAs? Russian imperial stout? The old man just scratches his head at all that newfangled beer.Instead, give him a shirt or hat from long-gone Esslinger’s of Philadelphia or doggone good Frankenmuth fromMichigan, and he’ll be remembering the good ol’ days. ( or $13 and up.)STOCKING STUFFERS: Anything with a brewery logo: Dogfish Head iPhone skin ($15), Stone Arrogant Bastardbelt buckle ($28), Flying Dog cookbook ($5), Terrapin Rye Pale Ale lip balm ($3), Pyramid ThunderHead taphandle ($35), Anchor Christmas Ale poster ($6), Great Divide stainless steel bar wrench ($5), Victory Brewingdog collar ($9.75), Great Lakes Post-it notes ($2.95). (Check brewery websites.)December 21, 2010Which kind of booze is best for the planet?Murder in Detroit, overworked immigration judges, bruisers-for-hire on Indian reservations: If you’ve beenreading Mother Jones lately, you’re probably ready for a stiff drink. Not so fast! In terms of greenhouse-gasemissions, US booze manufacturers release the annual equivalent of 1.9 million households. How’s that for abuzzkill? The good news is that you have choices. Here are a few tips for drowning your sorrows sustainably. page 1
  • 177. WINE: Fruity bouquet? Tastes like pencil shavings? Environmentally speaking, none of that matters: According to a 2007 study (PDF) commissioned by the American Association of Wine Economists, the majority of wine’s carbon footprint comes from shipping. You can minimize your wine miles by using the handy map below. In short, New Yorkers should buy French, while Iowans are better off drinking California wines. If you’re concerned about water use, go for bubbly wines made with early-harvested grapes.TRY: French Rabbit wines. They come in recyclable Tetra Paks, which reduce packaging weight by 90 percentover bottles. For reasonably priced organic wines, try Frey Vineyards—if the map allows.BEER: In 2008, New Belgium Brewing Company commissioned an environmental analysis (PDF) of its Fat TireAmber Ale and found that refrigeration accounted for almost one-third of its overall greenhouse-gas emissions.Glass production was second, contributing 22 percent. Though aluminum production is an environmentaldisaster, cans beat bottles handily on the carbon front: Pablo Päster, a blogger and sustainability consultant,calculates that shipping cans rather than bottles results in 30 percent fewer emissions. And cans are recycled atsignificantly higher rates. Good news for your inner frat boy: Kegs are the most efficient vessels of all.TRY: New Belgium. The Colorado-based company brews in superefficient kettles and is entirely powered byrenewables.DISTILLED SPIRITS: As we learned in college, liquor is quicker than wine or beer. But producing it uses moreenergy, ounce for ounce, and nearly all the water that goes into the still emerges as waste. Here’s how selectedspirits stack up.Whiskey: Single malt Scotch is made from only one grain source, while most American whiskeys are made frommixtures of rye, corn, wheat, or barley. So which are greener? Most single malts are produced by boutiqueoutfits using old-fashioned energy-hogging pot stills, as opposed to the more efficient column-style stillsemployed by major distillers. And while American bourbons are aged in virgin-oak barrels that are used onlyonce, most of those barrels end up being reused by other liquor makers.TRY: Maker’s Mark. The bourbon maker buys local grain and turns its waste into energy. Most of the company’sland is a nature preserve.Vodka and gin: Although some vodkas are still made from potatoes, most now come from a mix of grains. Dittofor gin. In terms of distillation, vodka requires more energy and water than most spirits. That’s because it’sdistilled down to 95 percent ethanol—some ethanol plants even make vodka on the side—then diluted back to40 percent. Gins are often made the same way.TRY: Square One vodka, which is organic and purchases one-quarter of its electricity from a local wind farmthrough renewable energy credits. TRU2 gin uses lightweight bottles and recyclable corks, and plants a tree foreach bottle it sells.Rum: The mojito enabler is made from molasses or cane juice, and its fibrous leftovers can throw off themicroorganism balance in waterways. In 2001, the EPA sued Bacardi for illegally dumping 3,000 gallons of thisgoop into a river near its Puerto Rico plant. (Many major distillers now treat their water.) Sugarcane is page 1
  • 178. also a notoriously destructive crop, producing massive amounts of wastewater and greenhouse gases.TRY: DonQ rum. The Puerto Rico-based distiller turns its waste into compost and irrigation water, and usesexcess steam from its treatment plant to help power the still.Tequila: Tequila’s waste problem is as bad as rum’s. For every liter of tequila, you get about 11 pounds of pulpand 10 liters of vinazas, or acidic waste—which ends up befouling soil and water in Mexico’s Jalisco state,where most tequila comes from. Blue agave farmers, meanwhile, have used more and more pesticides sincetheir crops were chewed up by insects during the 1990s.TRY: Casa Noble or 4 Copas, the first tequilas to be certified organic.New Belgium-Allagash Vrienden - Beer of the Week | Joshua M. BernsteinDecember 27, 2010 The bitter endive -- both the curly-leaved frisée variety and the broad-leaved escarole -- is all too often an unsung player in the vegetable kingdom. You’ll occasionally see endives served in salad, or perhaps braised with a little butter. But now, thanks to Allagash Brewing and New Belgium, the humble endive has found a home in a beer bottle. When the brewers began plotting their hibiscus-flavored collaboration release, Vrienden (Flemish for friends), “we wanted a very simple sour so as not to compete with the hibiscus,” said New Belgium brewmaster Peter Bouckaert. New Belgium’s wild Brettanonyces yeast proved too potent, so the brewers turned to Allagash’s strain of Lactobacillus bacteria and Brett. “The Allagash microbes bring just the right amount of sour and elevate the hibiscus notes to where they belong,” Bouckaert added. (As for the endive, that brainstorm hit at the beginning of the brew day, when thebrewers sautéed a batch of the veggies till they caramelized. It would, in the words of Bouckaert, add “endive”flavor to the beer.)So, let’s refresh. Vrienden is crafted with caramelized salad greens, hibiscus flowers and wild yeasts andbacteria. Though this is seemingly a recipe for fetid disaster, the ale is a rousing if slightly oddball success. Itslips from the bottle a clear garnet-orange, with a lightly herbal bouquet of flowers and tart cherries. Taste-wise, there are cherries and a honeyed sweetness, and a smidgen of dry, subdued sourness.As for the endives, you’ll barely even notice you’re drinking your veggies. page 1
  • 179. December 29, 2010Tour de FatFOX News’ Red Eye program mentioned Tour de Fat in a national broadcast.No video available.December 30, 2010The Best and Worst Beers in AmericaWorst Wheat BeerBlue Moon, although often a female favorite for its fruity flavor, won’t do you any favors when it comes tobuttoning your pants tomorrow morning. For another wheat beer that tastes just as good but contains 16fewer calories (and packs a little less of an alcoholic punch), choose the New Belgium Mothership Wit.Not That!Blue Moon171 calories13.7 g carbs5.4% alcohol by volumeDrink This Instead!New Belgium Mothership Wit155 calories15 g carbs4.8% alcohol by volume page 10
  • 180. Best Places to Live: Money’s List of America’s Best Small Cities | Pieter vanDecember 30, 2010Noordennen6. Fort Collins, COWINNERTop 100 rank: 6Population: 141,000Unemployment: 7.4%Compare Fort Collins to Top 10 Best PlacesBikers and beers. In most parts of the country, those twoelements may be reasons to move elsewhere. But in thefoothills of Colorado’s Front Range, bikers mean cyclists:Fort Collins has 29 miles of well-used trails.As for beers, this town has become a high-end microbrewmecca. New Belgium Brewery (maker of Fat Tire) is based in this entrepreneurial town, and competitors aremoving in.People here aren’t slackers either. Bolstered by Colorado State University, which employs 7,000, “the Fort” is acenter of economic activity. Hewlett-Packard, the city’s second-largest employer, announced worldwide layoffsin June, but they won’t affect Fort Collins. In fact, the company is adding jobs here.This idyllic town -- No. 1 in 2006 -- would rank even higher but for one thing. (No, it’s not last summer’s BalloonBoy hoax, perpetrated by the local Heene family.) Colorado schools are hurting. After the state sliced publicschools budget this year, Fort Collins’s Poudre School District laid off 139 full-time employees. page 11