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

1. New Belgium Brewing
Media Presence
2011

2. Table of Contents
January................................................................................................page 3 to 16
February............................................................................................... page 17 to 31
March...................................................................................................page 32 to 49
April......................................................................................................page 50 to 71
May........................................................................................................page 72 to 87
June......................................................................................................page 88 to 99
July.......................................................................................................page 100 to 110
August..................................................................................................page 111 to 123
September............................................................................................page 124 to 142
October.................................................................................................. page 143 to 155
November.............................................................................................page 156 to 172
December.............................................................................................. page 173 to 193

3. January 3, 2011
to the Future | Nathanial Gronewold
Chicago Climate Exchange Closes Nation’s First Cap-And-Trade System but Keeps Eye
The nation’s first experiment in carbon emissions cap and trade has come to an end, but its mark on the
climate change industry will be felt for some time to come.
The second commitment period for member companies of the Chicago Climate Exchange ended as of Dec. 31,
2010, and there will be no new cycle to ring in the new year. Exchange trading in the allowances the system
generated, known as Carbon Financial Instruments (CFIs), to meet emission reduction commitments ends, as
well, although CFI generation will continue as a strictly voluntary greenhouse gas emissions offset system.
Meanwhile, CCX’s sister institutions, the European Climate Exchange and the Chicago Climate Futures
Exchange, will continue as long as there is corporate and state government interest in fighting climate change,
even with the failure of cap and trade in the U.S. Congress, CCX officials insist.
And former member companies say they have no regrets about participating in the admittedly flawed system.
They praise the lessons they learned ahead of the slow spread of state-driven cap-and-trade initiatives from
the Northeast to California and possibly the West.
“We’re glad to have had the experience,” said Jennifer Orgolini, sustainability director at New Belgium Brewing
Co., one of the smallest former members. “I don’t regret joining it.”
Though celebrated by climate activists at its launch in 2003, CCX became plagued by a flood of credits
from offset project generators that collapsed the CFI market, sending exchange prices to a nickel per unit.
Highlighting this collapse, many in the U.S. carbon trading community openly questioned the legitimacy of
the system itself, putting founder Richard Sandor and his team on the defensive at periodic carbon market
conferences held in Washington, D.C., and New York.
So when the new parent company IntercontinentalExchange announced the end of mandatory CFI trading by
member companies in October, much of the media reacted with quasi obituaries for CCX itself. Coming as it
did on the heels of failed climate legislation in Congress, a fiasco at international climate change negotiations
in Copenhagen, Denmark, and the collapse in the price for allowances under the Regional Greenhouse Gas
Initiative (RGGI), CCX’s closure seemed to confirm the death of the very concept of cap and trade itself.
Calif. keeps hope alive
But California’s recent moves toward mandatory emissions trading is breathing new life into the market.
RGGI officials are also in talks to reform their system. And CCX officials say that although they’ve closed their
contractually binding trading platform, they aim to leverage their relationship with some of the nation’s largest
companies to revitalize the voluntary carbon market, while maintaining their dominant position as the largest
host of trading in a variety of environmental commodities.
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4. “The point was to get companies familiar with allowances and trading, and how to do that and how to use
offsets and exchange them on a platform. And that has all been accomplished,” said Lisa Zelljadt, an analyst at
the carbon market research firm Point Carbon. “So with the advent of mandatory programs like RGGI and now
California ... the sort of experimental value of CCX as it was is over.”
But new participants are still welcome, says Brookly McLaughlin, a CCX spokeswoman.
“They can participate through ... the offsets registry,” she said. “The credits will be offset project driven” and
will continue to be called CFIs, McLaughlin added.
The central problem hurting mandatory carbon markets globally has been an abundance of allowances at the
start of the programs, usually in the face of weak demand.
Prices at the European Union’s Emission Trading System nearly fell through the floor after political haggling led
governments to overallocate allowances to influential industries. E.U. allowance prices have recovered since
the first commitment period but still face downward pressure from a weak economy.
Likewise, RGGI allowances are now at their legal price floor after a shale gas boom in Pennsylvania transformed
the energy mix in the 10 Northeastern member states.
Transitioning to offsets only
Carbon market experts say the CFI market suffered the same fate, but for different reasons.
Unlike in other systems, CFIs were both allowances and emissions offsets credits. Offset project developers
could generate CFIs in the system even as they faced no obligation to purchase the allowances to meet
reduction commitments faced by the 450 member companies.
Thus, demand for the allowances was relatively fixed, while supply was seemingly endless. CFIs once traded as
high as $7.50 per metric ton of CO2-equivalent emissions, but as of last Friday, the exchange trading price was
just 5 cents, the same price they’ve been at for more than a year.
“Quite frankly, the market has pretty much collapsed,” said James Hugh, who handles CCX transactions for the
utility PSEG. “There really isn’t all that much to do there.”
CCX officials say the picture is skewed because 95 percent of trades occur in so-called over-the-counter (OTC)
transactions that don’t show up in spot trading data. OTC market prices have held better in recent months,
averaging $3.41 as late as October last year.
In fact, the obvious preference for OTC trading is what led IntercontinentalExchange to kill the open exchange
platform. Member companies were polled prior to the decision, and most reported back that they preferred
that no third commitment period be offered and instead favored the new approach, a transition to just offsets,
CCX officials say.
Hugh admits that PSEG will likely be left with more CFIs than it needs when the company fulfills its obligations
to CCX and finishes its reporting requirements this year. Member companies were mandated to accomplish
a cut of at least 6 percent of their baseline emissions reductions during the second commitment period, but
were free to exceed that target.
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5. Company says it values CCX experience
Hugh guesses several companies are in the same situation with regard to their CFIs and will simply do what
PSEG plans to -- bank them in the hopes that a future cap-and-trade system will accept them.
“I would expect that people will probably continue to hold onto them if they have them immediately, because
honestly, there’s not much else to do with them at this point,” he said. “To the extent that there’s some
program in the future that recognizes them, people will hold them for that.”
Orgolini at New Belgium Brewing, a small craft beer maker based in Fort Collins, Colo., says she likely will
have to turn in all the company’s remaining CFIs when it and other companies report in over the next couple
months. But she admits that, as one of the smallest CCX members, with a light carbon footprint, her company’s
trading activity wasn’t all that extensive.
“Our emissions were on the scale of just a handful of CFIs,” she said. “For several years, we just held onto our
credits. We didn’t trade them, and then in later years, as our growth kind of overcame our reductions, we
applied those credits.”
But Orgolini insists that her firm is happy to have been a member. The chance to join the nation’s only carbon
trading platform back in 2003 was one her environmentally conscious firm couldn’t pass up, she said.
Despite the market collapse and lax enthusiasm for continuing the system as is, CCX’s new Atlanta-based
managers at IntercontinentalExchange say they consider the experiment a success. CCX’s creators, who have
since moved on to form the advisory service Environmental Financial Products LLC, declined to comment for
this report.
CCX says its 450 members achieved reductions of 700 million tons of greenhouse gas emissions over the seven-
year life of the cap-and-trade program, 88 percent through direct industrial emission cuts and 12 percent
through offsetting. Its final estimated average price for the CFI throughout the term comes to $3.26 per metric
ton, about comparable to other voluntary offsets credits sold in the United States.
“It has provided cost-effective and market-based flexibility for reducing greenhouse gas emissions through an
exchange platform with price transparency and independently verified reductions,” the company boasted in
a release. “CCX facilitated investment in new businesses, technologies and innovative products and helped
companies to build the skills and institutions needed to manage climate risks.”
And despite its negligible impact on the larger fight against climate change, all in all, the Chicago Climate
Exchange was a worthy endeavor, said Zelljadt.
“Definitely, the businesses that participated in CCX have gained some valuable experience,” she said.
“They dealt with actual emissions units, emissions permits, the things you deal with in an emissions trading
system. And that’s very useful.”
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6. January 5, 2011
Reboot Your Life: Travel
Beach vacations can be awesome. But if you want something more
memorable—and photos that aren’t you writing “dick” on your
buddy’s back with sunblock—try the following destinations. We
promise you won’t regret it! (Maxim and its subsidiaries in no way
guarantee that you won’t regret any of these trips.)
SPRING
Where should I go?
Colorado.
Seriously?
Seriously. But bring some aspirin.
So what do I do there?
Go on a brewery tour! There are more than 100 breweries
in Colorado, and provided you and your buddies can work out a system for choosing a designated driver
(“The sober guy drives” is a good bet), there’s no reason not to drink every one of them dry. Try starting
in Fort Collins, where you’ll find the likes of the New Belgium Brewing Company, then head down through
the brewery-heavy tag team of Boulder and Denver (Denver’s Great Divide is a Maxim favorite), then
gradually head southwest to finish the trip in Durango, home to Steamworks, Carver, and many more.
So why go in spring?
If you feel like some cheap skiing, now’s the time, since a local contest between Loveland, Arapahoe
Basin, and others to see which resort can remain open the longest normally results in some huge
discounts in both room rates and lift passes. It’s also the least crowded time of year, which means fewer
cars on the roads and shorter lines at the bars.
SUMMER
Where should I go?
Tanzania.
Seriously?
You betcha! Africa might not seem like the first choice for a manly vacation, but trust us, it’s so rugged it’ll
make your beard grow stubble.
So what do I do there?
A whole shedful of awesomeness is what. Start with a safari through Serengeti, home to all the big guys
(lions, elephants, etc.) and thousands of other wild animals you can’t even name (or pronounce). Follow
this up with a trek through the neighboring Ngorongoro Crater on the way to Mount Kilimanjaro, an
iconic mountain that, while possible for a beginner to climb, will still feel like a serious achievement at the
19,321-foot summit. Finish up with a 25-mile boat trip to Zanzibar, a small tropical island surrounded by
some of the most beautiful beaches on Earth.
So why go in summer?
As well as being the dry season (monsoons and safaris mix like Tiger Woods and Vicodin), summer is the
time you’re most likely to see all the enormous, toothy animals you can later claim to have fought and
bested in single combat.
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7. FALL
Where should I go?
Cairns, Australia
Seriously?
Yeah! It’s not all venomous insects and snakes in Oz (a lot of the fish are venomous, too).
So what do I do there?
You, friend, go on the road trip of a lifetime. The Savannah Way, joining Cairns in Tropical North
Queensland to the west coast town of Broome, is 2,300 miles of hard-driving 4WD heaven, taking you
through 15 national parks, world-renowned fishing spots like Borroloola and the Sir Edward Pellew
Islands, and sweltering outback trails. You’ll also traverse a whole load of rivers and gorges while generally
being more manly than a gorilla wearing Tom Selleck’s chest hair as a mustache.
So why go in fall?
As with Tanzania, the dry season is the time to go. It’s a pretty remote route in places, and you don’t want
your car to sink into three feet of mud while waiting two weeks for someone to drive past and tow you
out.
WINTER
Where should I go?
Greenland
Seriously?
Just kidding! Actually, we’re not. We really are suggesting Greenland. Stick with us; we’ll explain. We’ve
steered you right so far, haven’t we?
So what do I do there?
You will enjoy the spectacular aurora borealis, also known as the northern lights. Huge, surreal,
multicolored light storms caused by electrically charged solar particles dropping into Earth’s atmosphere
with the frequency of rufies into cocktails at a pro athlete’s birthday party, these will blow your fricking
mind. Just tilt your head back and gasp as the sky turns every neon shade of green and yellow going,
swirling around your head like a, well, a big swirly thing. It’s like every single day of Steven Tyler’s life in
the ’70s!
So why go in winter?
Because the best time to see it, funnily enough, is when the sky is very dark, which, generally speaking, is
in the winter. If you go in summer, it’s daylight almost 24 hours a day, which means you’re in Greenland
for no reason whatsoever. This is not a good thing.
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8. Ongoing bike carnival raised $331K for nonprofits | Bruce Goldberg
January 7, 2011
New Belgium Brewing’s Tour de Fat traveling bicycle carnival raised $331,428 in 2012, including $33,000 at its
Denver event and $52,260 at its hometown Fort Collins stop. In Denver, Bike Denver and The Denver Cruisers
were the nonprofit beneficiaries. Tour de Fat is free to attend; money raised from the sale of New Belgium
beer and merchandise supports nonprofits involved with bicycle advocacy and environmental stewardship.
Who will win a men’s major title in 2011 besides Nadal and Federer? | Jon Wertheim
January 12, 2011
You predicted someone other than Roger or Rafa would win a Grand Slam this year. When does that
happen? And is there anyone currently (or in the future) who could match Roger’s five consecutive wins at
two different events? Do you see anyone matching that ... or winning five consecutive at even one Grand
Slam?
--Marina, Dallas
Now that Federer’s streak of 23 consecutive Grand Slam semifinal appearances has been snapped, here’s
the most ridiculous tennis record going: Since February 2005, only two of the 23 majors have been won by
players other than Federer and Nadal. So, basically, anyone ranked third and lower is a dark horse. But I have
a sneaking feeling we’re due for a new winner: Djokovic, Soderling, Murray, a rejuvenated Del Potro who has
both his wrist and his head in working order. Stay tuned.
As for five consecutive wins at two different events, sure. At two different Slams? No. That’s an amazing record
-- thanks, Marina, for bring it up -- that, like so many of Federer’s achievements, never got the publicity it
deserved. He won the U.S. Open from 2004-08 and Wimbledon from 2003-07. All tennis tournaments are “win
or go home.” One twisted ankle, one bad seafood dish the night before, one lapse in focus, one day catching a
hot server who dials in 40 aces ... and the streak is over. Apart from the sheer volume of Federer’s titles, I’d add
that the concentration makes them more impressive still.
Pete Sampras is an idiot for putting trophies in public storage. I’m not being gleeful because the loss is
clearly tragic. Just saying that his cheap habit came back to haunt him.
--Suresh Rastogi, San Francisco
What about this: the trophies are simply “things” and he was motivated by something deeper. Hence he didn’t
feel the need to turn his den into a shrine to himself. There’s a lot here we don’t know. Drawing a natural
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9. inference that his trophies were stolen because he of his “cheap habit” -- as a surprising number of you have
done -- is absurd. I’d add, too, that a time when athletes are selling their trophies to pay debts (see: Allen
Iverson) there’s something perversely refreshing about an athlete who simply finds an ancillary location for his
hardware.
Having recently gotten married, I know why Pete Sampras’ trophies were in storage. That’s where my Fat
Tire neon beer sign went too. Something about it not going with the furniture?! Or not being stylish? This
is Fat Tire Beer we’re talking about! It goes with anything! Denis Leary has a bit where he talks about wives
redecorating and he says, “I’ve been over to Wayne Gretzky’s house. The man won 5 MVPs. You know where
his trophies are? In the garage!”
--Chuck Partea, Boulder, Colo.
The lovely Mrs. Partea could not be reached for comment. I’m surprised: usually neon beer signs are essential
elements in feng shui.
entirely.
Just wanted to say that I had the pleasure of meeting Venus Williams in Cayman recently while she was
doing a book signing at our local Books Books. Can I say that this is the first professional tennis player that
I have ever met and for all that is said about the Williams sisters, meeting Venus has to be one of the most
rewarding experiences of my life. She was gracious, funny, captivating, absolutely stunning, genteel and just
a very warm and humble person. Everyone who went to the book signing had praises for how she interacted
with the audience. I got a picture to show my grandkids later on in life when I can tell them that I met Queen
Vee. Long may she continue to play tennis. And the book is great as well. I will most certainly be giving the
younger members of my family a copy for Christmas.
--Karen, Cayman Islands
Queen Vee, indeed. I’ve been debating whether to retell this story because doing so sort of the corrupts the
effect. But here goes. As some of you know, I’m teaching a non-fiction writing course at a nearby college. I
wanted the students to experience interviewing a “celebrity” and put out some feelers. One the fastest and
most enthusiastic responses came from Venus Williams. This was a mild surprise. I think we’ve always had a
respectful relationship, but there are certainly subjects I’m closer to just as I’m sure there are media members
with whom she has firmer ties. Also, it’s not as though her free time is abundant. Regardless, she was not only
happy to do it, but there were no conditions. No request for payment. No questions declared off limits. No
expectation that I’d do what I’m doing now and write about it.
We did this via Skype and at the appointed time -- literally to the minute -- Venus pops up on my screen. She’s
at home in Florida, no handlers and moderators in sight. And she killed. She was thoughtful, she was charming,
she answered every question thrown her way. Barring a short interval when her dog caused a commotion, she
was totally present. Imagine being 19 years old, summoning the courage to ask a question to someone you’ve
only seen on TV -- and having her validate your questions with a considered, eloquent response. By the end, I
felt that I needed to tell the students, “Fair warning: sadly not every interview will quite this well.” We’ve said
this before, but it’s easy to be endearing when there’s a pre-arranged press conference and the bright lights
are on. Doing so in a spontaneous way, when you have little to gain from the situation, is something else
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10. January 13, 2011
Fat Tire beer mentioned
New Belgium’s Fat Tire beer was mentioned in three different broadcasts on January 13 on the Fox
Sports Network (at 9:30, 10:30 and 11 a.m.).
No video available.
The Most (and Least) Exciting Beers of 2011 | Evan S. Benn
January 19, 2011
What you can look forward to drinking in the new year, from regional craft ales to the first collaborative bottle
brewed entirely by women. And one dud you should absolutely avoid.
Number 3 of 7
New Belgium Le Terroir
The experimental Lips of Faith series from Colorado’s New
Belgium has produced some eyebrow-raising beers, like
Vrienden, brewed with hibiscus and sautéed endive. But
it’s also responsible for some true gems, like La Folie, a sour
brown ale. Le Terroir, which borrows a term from French wine
meaning “of the Earth,” promises to fit in the latter category.
A dry-hopped sour ale aged in wooden barrels, Le Terroir has
won over beer judges in the past, but until now it’s never been
released in bottles available to the general public. That will all
change sometime before March.
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11. The Most (and Least) Exciting Beers of 2011 | Zak Stambor
January 23, 2011
Few beers are a better match for the decadent, fatty foods we eat in winter than a Flanders red ale and its
close, often indistinguishable, cousin oud bruin (old brown).
That’s because the two styles are sour and acidic, with sharp, fruity notes that often bring to mind black
cherries, raisins and prunes, along with hints of oak and vanilla. The beers’ tartness complements the bold,
savory flavors of a dish like pork roulade or the richness of a flourless chocolate cake, says Lauren Salazar,
sensory specialist at New Belgium Brewing Co., which produces La Folie, a Flanders red that features cherry
and sour apple notes with earthy undertones.
“The beer’s acidity can cut through just about anything, and its complexity makes it work well with just about
anything rich,” she says.
The flavors of the two styles stem from the unusual bacteria used to produce the beers, such as Lactobacillus
(a species used to produce yogurt and cheese), Acetobacter (used to produce vinegar), and the wild yeast
strain Brettanomyces (which produces barnyard, horse blanket or spicelike notes).
Not surprisingly, the beers originate from Belgium’s Flanders region, which is in the country’s northern half.
Flanders red ales, which stem from West Flanders, are reddish-brown beers aged up to two years before being
bottled, usually after being blended with an unaged beer to balance the wood-aged brew’s dry, astringent
qualities. The rarer oud bruin style originated in East Flanders. The deep copper to brown beers often feature
vinegarlike notes. They also often are blended before bottling.
Because the beers are aged for years, they’re expensive to produce, says Salazar. That’s why New Belgium
named its beer La Folie, which translates to insanity or foolery.
“Making these beers is an exercise in foolishness,” she says. “But we don’t care.”
Try ‘em
The next bottling of La Folie will be released in a few weeks. Also, look for these Belgians:
Rodenbach Grand Cru: Dark red with an earthy, yet sweet, cherry candylike nose. The flavor melds tart cherry
flavors with sweet, balsamic vinegarlike notes and a hint of oak.
Verhaeghe Duchesse de Bourgogne: Mahogany-colored with an aroma reminiscent of dark fruits, along with
bread and caramel. Flavors of plums, cherries and figs, along with hints of caramel, vanilla and oak.
Van Steenberge Monk’s Cafe: A dark ruby-hued oud bruin with a tart, vinegarlike nose. Features hints of golden
raisins, sour cherries and vinegar.
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12. January 25, 2011
Lloyd Alter
Our Readers Respond: Beer In Cans Tastes Just Fine, Thanks To The BPA Coating |
My recent post Celebrating 76 Years of a Disposable
Culture and Lousy Beer sparked some debate, not
about the disposable can vs refillable bottle as I might
have hoped, but about whether beer in cans is lousy or
not.
Many readers thought that beer in cans tastes just fine,
and one pointed me to an article explaining why: the
cans are lined with epoxy made with Bisphenol A.
The article, in Chow.com, notes that micro-breweries
are beginning to can their beer, thanks to changes in
canning technology that make it affordable for smaller
breweries. And why doesn’t the beer have that metallic
taste?
That’s because aluminum beverage cans--whether Fat Tire, Budweiser, or Mountain Dew--are
lined with a thin, food-grade polymer coating, which means the beer never touches metal.
(The coating does contain BPA, but according to New Belgium’s Tinkerer blog the amount is
minuscule.)
Following that link, New Belgium claims:
According to the Society of the Plastics Industry, Inc., the amount of BPA migrating from can
coatings would result in the consumption of less than 0.105 micrograms (0.000105 milligrams)
per kilogram body weight per day. This level is more than 475 times lower than the maximum
acceptable or “reference” dose for BPA of 0.05 milligrams per kilogram body weight per day,
which was determined to be the safe life-time exposure dose by the USEPA in 1993.
So the world of the plastics industry and a 1993 standard are good enough for them. They also write:
We looked into the matter thoroughly. What became apparent is that there are no cans whose
lining does not contain BPA. The industry is actively looking for alternatives, but as yet, none
exist. We still believe the benefits of cans outweigh the potential risk of the liners because the
anxiety surrounding BPA seems to have far outstripped the science.
But there is an alternative: the refillable bottle.
The cans are made by the Ball Corporation, who also make canning products that have BPA epoxy in their lids,
and get away with it by saying:
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13. A small amount of Bisphenol A is present in the coating. The FDA does not limit Bisphenol A in
commercially packaged foods, and is aligned with the international scientific community’s position that
a small amount of Bisphenol A in contact with “canned foods” is not a health concern for the general
public.
The science on BPA is controversial, and research is ongoing. So I am not saying that some of the effects of
drinking beer, such as becoming stupid and depressed, or getting fat, or growing man boobs is due to the BPA
linings rather than the beer itself, but it surprises me that people who wouldn’t touch a polycarbonate bottle
would happily down a can of beer when there is a perfectly good alternative.
Other readers disagreed about whether you could refill bottles. Joe thought I was dreaming:
You are missing several key points. First, you cannot legally take a bottle and re-fill it. You
can’t take a bottle back to the brewery, sell it back, and get a fresh bottle. The glass has to be
recycled.
This is in fact not true; it is perfectly legal and is done in the states by some small breweries. According to the
Container Recycling Institute, they have 3% of the market. In Massachusetts, they have 16% of the market,
thanks to deposit legislation.
TreeHugger John Laumer notes that it is all about business:
Refilling makes economic and environmental sense when the brewery is withing 100 miles of it’s
market. Beyond that, the energy inputs from returning bottles to the bottling plant overcome
the savings from not having to melt new glass or even cull glass. Plastic and aluminum allowed
conglomerates to commoditize brands an optimise profits. Nothing to do with quality of the
brew.
And finally, Jon made a very good point:
It’s a lot more resource efficient to drink your beer as a draft, in a pub. More sociable too. And
they generally give it to you in a reusable glass.
It doesn’t make sense for anyone to take their drinking glasses or pots and pans and melt them down and
recast them after every use; we put them in the dishwasher. Neither does it make any sense to melt down
and recast a can or bottle every use, it is just trading energy for convenience. If we are ever going to be a zero
waste society, we are going to have to accept that little bit of inconvenience.
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14. Beer: Fat Tire finally rolls into D.C. market | Greg Kitsock
January 26, 2011
New Belgium Brewing Co. announced yesterday that its Fat Tire Amber Ale --
perhaps the most requested brand that’s not currently sold in D.C. -- will finally
become available in the District, Maryland and Virginia in September.
New Belgium -- the third largest craft brewer in the United States after Boston
Beer Co. and Sierra Nevada Brewing Co. -- has yet to determine who will
distribute its beer locally or what product mix will be shipped here. “The rumor
mill was cranking up, and we wanted to get something out,” said Bryan Simpson,
the company’s media relations director, of the announcement.
However, Simpson said that Fat Tire will most likely be available here in kegs and
bottles, though not in cans, at least not initially. “Ranger IPA will probably be in the mix,” he added, along with
a wheat beer (either Sunshine Wheat or Mothership Wit), possibly the 1554 Enlightened Black Ale and the fall
seasonal, Hoptober Golden Ale, a hoppy pale ale brewed with rye and oats.
New Belgium presently markets its beers in 26 states. In 2010, according to Simpson, the brewery produced “a
little over 660,000 barrels,” up around 12 percent over the previous year.
New Belgium and Outside Magazine use beer and social media to help dogs | Kyle
January 27, 2011
Garratt
New Belgium Brewing Co. is teaming up with Outside Magazine to take advantage of dog owners’ desires to
take pictures of their dogs and eagerly share them with anyone who’s alive. Coinciding with the release of
Mighty Arrow Pale Ale is a Facebook campaign through which friends of both the brewery and magazine can
enter photos of their dogs; each entry yields a $1 donation (up to $10,000) to the Humane Society.
“We started to think about unique ways we could leverage some of the organic engagement we had on
Facebook already,” says Adrian Glasenapp, brand activist at New Belgium. “A lot of people were posting images
of their pets and dogs. For them it seemed like drinking our beer with their best friend, their dog, was a pretty
common theme.”
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15. Friends of New Belgium and Outside can submit pictures
and videos of their dogs through Facebook. Each week
for the next six weeks, the dog owner who submits the
cutest or most entertaining photo or video will receive a
New Belgium hat, a recycled Frisbee, a dog collar made of
recycled tire tubes and a year’s subscription to Outside.
The Mighty Arrow Pale Ale is New Belgium’s spring
seasonal beer for the third year and a tribute to Arrow, an
Aussie/border collie mix that belonged to New Belgium’s
CEO Kim Jordan and used to roam the brewery. The
dog love doesn’t just come from the New Belgium side.
On the campaign’s Facebook page is a video of Outside
contributor Grayson Schaffer’s yellow lab fetching a
Mighty Arrow out of the vending machine.
“With the Mighty Arrow Social Campaign, we want to continue to tell the unique story of our brand and our
beer while engaging directly with consumers in a fun and dynamic way on the social web,” says Glasenapp.
“We also want to put the consumer at the center of our message and provide a way for them to tell their New
Belgium and/or Mighty Arrow story through the eyes of their best friend.”
The promotion started on Monday, and more than 2,000 entries have already rolled in. The donation limit of
$10,000 should come rather quickly; a Facebook fan base of around 270,000 has been subtly alerted that New
Belgium has a new beer for sale and that Outside subscriptions are still available.
“Marketing with meaning more and more has become a proven way to connect with people on a deeper level
and engage people,” says Glasenapp. “And where there is engagement, there are sales.”
The campaign is a perfect fit for New Belgium -- and not just because it helps the Humane Society and could
drive revenue. “Intrinsic to the beer and intrinsic to the message and story behind the beer is that connectivity
we have with dogs,” says Glasenapp. “With our culture being a humane and conscious culture, a lot of the pets
we have as a company are adopted dogs.”
page 1

16. January 27, 2011
Colorado Business
New Belgium Brewing of Fort Collins announced plans to expand its market territory to Virginia, Maryland and
Washington, D.C., in September.
P2 Energy Solutions awarded $578,000 of in-kind contributions to the business-administration program of
Western State College of Colorado in Gunnison. The contribution will be used to help students majoring in land
and resource management.
Chuck Don’s Pet Food Outlet, a Minnesota-based pet-food and -supply retailer, has opened its first Denver
location at 201 University Blvd. Several locations are planned for the Denver market.
Western Union Co. of Douglas County and InComm, a provider of gift and prepaid cards, announced that
they have agreed to offer Western Union General Purpose Reloadable prepaid cards. The Western Union
MoneyWise card will first be offered in the U.S. through InComm retail locations.
Shane Co., a Centennial-based privately held jeweler, has developed an online charm-jewelry customization
platform compatible with touch-screen devices, including the iPhone and iPad. Shane’s CharmBuilder allows
users to select a style of bracelet, pendant or earrings and then add and remove charms with a drag-and-drop
interface.
Whiting Petroleum Corp. declared a two-for-one split of its common stock. Stockholders of record at the close
of business Feb. 7 will be entitled to receive one additional share of Whiting common stock for each share
owned.
Level 3 Communications Inc. of Broomfield announced it has been selected to provide content-delivery-
network services to support live streaming of WealthTV’s lifestyle-channel content over the Internet.
Colorado Transportation Commission has awarded $15 million of FASTER (Funding Advancement for Surface
Transportation Economic Recovery) funds to governments and agencies statewide for local transit projects.
page 1

17. page 1

18. February 1, 2011
Super Bowl Party Upgrade: Barrel-Aged Beers
Super Bowl Party
Upgrade: Barrel-Aged
Beers
A handful of U.S. brewers
have adopted an old
European tradition of
aging beer in wood casks
- generally used bourbon or
zinfandel barrels - to impart
a richness of taste that
modern production can’t
touch. Here are the best.
Two Brothers Long Haul
The Chicago area’s Two
Brothers ages this 4.2
percent clean-finishing
“session ale” in foudres,
French oak casks, for a
month (twobrowsbrew.
com).
Full Sail Black Gold
Full Sail has been barrel
aging since 1997. Its latest,
a 10.5 percent stout, is
coffee-black with hints of
vanilla and dark chocolate (fullsailbrewing.com).
Firestone Walker Velvet Merlin
This chocolaty oatmeal stout is partially aged in bourbon barrels for half a year, which adds layers of mouth-
watering complexity (firestonewalker.com).
The Bruery Black Tuesday
The Bruery just dropped its second-annual 18-plus percent bomb of a stout, with toasted malt and notes of
molasses and espresso (thebruery.com).
Avery Depuceleuse
Fewer than 450 cases exist of this delicious, rare, and strong Colorado ale, brewed with sour cherries and wild
yeasts in zinfandel barrels (averybrewing.com).
New Belgium Eric’s Ale
Wood aging lighter styles like this 7 percent ale brings out sour flavors that can complement the decadence of
winter cooking incredibly well (newbelgium.com). page 1

19. February 3, 2011
Jeff Glor Becomes a Brew Master
Jeff Glor shadowed his Beer Shepherd brother Dave Glor, New Belgium, as he traveled from bar to bar
taste-testing draft beers. Jeff also tried his hand at brewing.
See flash drive for full video.
Blizzard doesn’t deter cyclist | Julie Deardorff
February 3, 2011
Chicago’s third snowiest blizzard in recorded history didn’t
stop Erick (Iggi) Ignaczak, who swapped his car for a hand-built
commuter bike over the summer and has committed to living car-
free for a year.
Iggi, an avid cyclist, is used to riding his bike year-round and braving
temperatures as low as minus-16 degrees Fahrenheit.
And though Tuesday was his first significant blizzard, he made it
home to the West Loop from his office in Wood Dale partially using
his bike, unlike the thousands of commuters stuck in their cars on
Lake Shore Drive.
Iggi’s work commute consists of six miles of bike riding each day, plus a 35-minute train ride. This morning,
with temperatures around 2 degrees Fahrenheit, Iggi wore a t-shirt, fleece shirt, fleece jacket, water/wind
proof outershell, base layer pants, fleece pants, cargo pants, ski pants, wool socks, waterproof boots, liner
gloves, lobster gloves, balaclava, neck gaiter, two hats, ski goggles, and a helmet.
He was sweaty by the time he got to Union Station and arrived at work on time. Then he waited half an hour
for his co-workers get there.
“I’m definitely still riding. I’m committed to doing so,” said Iggi, who recorded 254 miles on the bike for the
month of January. page 1

20. On Tuesday, after incessantly checking his weather app, Iggi left work a little early. He had no problem getting
to the train but when he got off, the snow was falling horizontally.
“The wind was not my friend and it felt like I was leaning to the side the whole time,” he said.
Still, he made it home, stopping at a Polish deli for some food. And though he did a test ride around the block
at night to possibly meet up with the ‘snow ride’ that meets up at the Corner Bar in Bucktown after any new
2-inch snowfall, “it just wasn’t happening,” he said. “I had to push the bike home.”
The car-for-bike swap is hosted by New Belgium Brewing’s Tour de Fat, a traveling bicycle carnival, which works
to get more cars off the road by giving volunteers around the country handmade commuter bikes if they agree
to give up their car.
The money for Iggi’s car went to West Town Bikes, New Belgium Brewing’s nonprofit partner, which promotes
bicycling in the city, educates youth with a focus on under-served populations, and fosters and serves Chicago’s
growing bicycling community. Overall, the Tour de Fat event, held over the summer, raised $14,000 to help
fund West Town Bikes.
February 3, 2011
Products That Should Never Merge
Jay shows you what would happen if common everyday products merged. Fat Tire is featured.
See flash drive for full video.
page 20

21. St. Louis teacher taps into brewing success | Evan Benn
February 10, 2011
Thanks to a little luck and a lot of beer know-how, a St. Louis-area
schoolteacher is taking an all-expenses-paid trip to Fort Collins, Colo., next
week to help brew a new beer at New Belgium Brewing Co.
Pamela Harris won the honor after pulling off an impressive feat at a New
Belgium-hosted event at Soulard Park last summer. She drank from a cup
containing a mystery blend of three New Belgium brews and then correctly
guessed not only the beers — Skinny Dip, Fat Tire and Trippel — but also
what percentage of each went into the concoction.
“I sort of did it by process of elimination,” says Harris, a high school English
teacher. “I figured if there was any Ranger IPA in there, I would be able to
taste it, and if there was any 1554, that would make the liquid darker than it
was. Besides, Skinny Dip has been one of my favorite summer beers for a while, and I’ve been drinking Fat Tire
since probably my junior year of college.”
The luck came in later, when New Belgium picked Harris out of a random drawing of people across the country
who had successfully identified the blended beers.
She found out in October that she’d be going to Colorado to collaborate on a beer for the brewery’s
experimental Lips of Faith series.
“It’s such a surreal feeling — I never win anything,” she says.
Harris will fly to Colorado on Feb. 18. The next day, she and New Belgium assistant brewmaster Grady Hull will
plot out their brewing plans, and then they’ll spend all of Feb. 21 making the beer.
A fan of American pale ales and India pale ales, Harris says she’s considering asking Hull to make a beer that’s
“hoppy but balanced, and maybe with something unique like lavender or grapefruit.”
Her other request: nothing with a crazy-high alcohol content.
“I want this to be a beer that you can have before dinner or while you eat dinner,” she says. “You should be
able to have two or three and not feel like it’s too sweet or too fruity or too much alcohol.”
Harris’ beer (doesn’t “Pamela’s Ale” have a nice ring to it?) is expected to be released in time for this summer’s
Clips of Faith tour, during which New Belgium screens short videos that its customers have made.
page 21

22. The tour will make a stop in St. Louis at 7:30 p.m. May 19 at Forest Park’s World’s Fair Pavilion, with beer
proceeds to benefit Trailnet.
Although the best way to taste the limited-release beer will be at one of the Clips of Faith events, St. Louis may
receive a few extra kegs to celebrate its hometown winner, says Michael Hogan, New Belgium’s area manager
here.
“We are pleased as punch to have a hometown girl make good,” Hogan says. “We are sure she will represent
the spirit and pride of a great beer town like St. Louis in the beer she helps brew.”
Although Harris has no homebrewing background, she says this experience might be the push she needs to get
started on that hobby.
“Part of me thinks, ‘Hmm, maybe this will be my summer project,’” she says. “I love beer, and I’m fascinated
with the brewing process. I think it’s amazing that you can take four simple ingredients and make so many
types of beer.”
This contest — guessing the three mystery beers and their proportions — has been going on in-house at
New Belgium for a few years and has resulted in Lips of Faith brews like Tom’s Beer, Adam’s Ale, Eric’s Ale and
Jessica’s Porter. Harris’ collaboration will mark the first time a non-New Belgium employee has been allowed to
help create a Lips of Faith beer.
“I’m really excited to be part of this,” says Harris, whose favorite Lips of Faith beer is Biere de Mars, made with
lemon peel and wild yeast. “It also means a lot to be working with a company that I have always respected for
everything they stand for — really, really good beer, employee-owned, and sustainable and green.”
MIT grad’s invention turns brewery waste to fuel | John Curran
February 13, 2011
Before he started “saving the earth, one beer at a time,” all inventor Eric Fitch knew about home brewing was
that it could make quite a mess.
Once, he accidentally backed up the plumbing in his apartment building by dumping into his garbage disposal
the spent grain left over from his India Pale Ale home brew. The oatmeal-looking gunk choked the pipes in his
Cambridge, Mass., building, flooding the basement.
These days, he’s doing something more constructive, fulfilling the dream of beer lovers everywhere by
recycling the stuff: The MIT-trained mechanical engineer has invented a patented device that turns brewery
waste into natural gas that’s used to fuel the brewing process.
The anaerobic methane digester, installed last year at Magic Hat Brewing Co. in Vermont, extracts energy from
the spent hops, barley and yeast left over from the brewing process -- and it processes the plant’s wastewater.
That saves the brewer on waste disposal and natural gas purchasing.
page 22

23. The 42-foot tall structure, which cost about $4 million to build, sits in the back parking lot of Magic Hat’s
brewery, where it came online last summer.
Fitch, 37, is CEO of PurposeEnergy, Inc., of Waltham, Mass., a renewable energy startup company whose lone
product is the biphase orbicular bioreactor, which is 50 feet in diameter, holds 490,000 gallons of slurry and
produces 200 cubic feet of biogas per minute.
Brewers big and small have wrestled with waste issues since the dawn of beer-making. In recent years, they’ve
turned to recycling -- both as a cost-saver and for environmental reasons.
Anheuser-Busch, which makes Budweiser, uses a bio-energy recovery system in 10 of its 12 U.S. breweries to
convert wastewater into natural gas that’s then used to fuel the brewing process.
New Belgium Brewing Co., in Fort Collins, Colo., captures excess heat from cooling wort and funnels it beneath
its loading dock so it doesn’t ice up in wintertime. The wort, the liquid made with malt and hot water, is
fermented to make beer or ale.
Coors’ breweries sell ethanol from their brewing process to refineries in Colorado. Some European breweries
dry their spent grain and then burn it, using the heat and energy in their manufacturing process.
Most operations dispose of their spent grain by selling it -- or giving it away -- to farmers, for use as cattle or
animal feed.
But PurposeEnergy says its digester is the first in the world to extract energy from the spent grain and then re-
use it in the brewery, and all in one place. At Magic Hat, the big brown silo is located about 100 feet from the
main complex.
“Feeding it to cattle is pretty direct recycling, especially if you get steak back out of it,” said Julie Johnson,
editor of All About Beer magazine. “Carting it off as animal feed is pretty common. In this case, by closing the
loop at the brewery, this is turning it into savings quite directly for Magic Hat.”
After getting the idea in 2007, Fitch pilot tested it in Florida, taking spent grain from a Yuengling Son brewery
in Tampa, Fla., trucking it to a farm and putting it through a 400-gallon methane digester. That helped refine
the design of the facility. Then he scouted New England breweries that might agree to a pilot project and got a
bite from Magic Hat, which had been looking for ways to reduce its wastewater treatment bill.
“Over the years, we looked at ways of reducing it, and the strain on South Burlington’s system, and we came
up with ideas ranging from using women’s pantyhose to filter solids while flushing the brew kettle to having
the spent grains hauled off to a local farm to be used for feed,” said Steve Hill, social networking manager for
North American Breweries, which owns Magic Hat.
“They (PurposeEnergy) laid out what we could save . and how the digester could benefit things from a ‘green’
standpoint, and it was too good to pass up,” Hill said in an e-mail.
Other than the plume of flame that rose up off the top of the silo -- triggering a few panicky calls by neighbors
to the fire department -- it has succeeded.
“There’s a lot of money to be saved, there’s a lot of strain to be taken off local wastewater systems,” according
to Hill. “The carbon footprint of a brewery is lessened a great deal when there’s a power company in their
backyard.” page 2

24. Others are taking notice.
“It’s something that’s definitely exciting for breweries to look at,” said Mark Wilson, brew master at Abita
Brewing Co., in Abita Springs, La., who is at work on a handbook outlining environmentally friendly brewing
operations for the Master Brewers Association of the Americas.
Fitch, whose company’s slogan is “Saving the earth, one beer at a time,” has helped develop iPhone
applications that allow him to control pumps and other operations within the digester. He says it can save
brewers up to $2 per barrel in costs, a considerable savings for even a medium-sized operation like Magic Hat,
which produces about 154,000 barrels of beer a year.
“I hope to be in large breweries throughout the world,” he said.
MIT grad’s invention turns brewery waste to fuel | John Curran
February 13, 2011
Before he started “saving the earth, one beer at a time,” all inventor Eric Fitch knew about home brewing was
that it could make quite a mess.
Once, he accidentally backed up the plumbing in his apartment building by dumping into his garbage disposal
the spent grain left over from his India Pale Ale home brew. The oatmeal-looking gunk choked the pipes in his
Cambridge, Mass., building, flooding the basement.
These days, he’s doing something more constructive, fulfilling the dream of beer lovers everywhere by
recycling the stuff: The MIT-trained mechanical engineer has invented a patented device that turns brewery
waste into natural gas that’s used to fuel the brewing process.
The anaerobic methane digester, installed last year at Magic Hat Brewing Co. in Vermont, extracts energy from
the spent hops, barley and yeast left over from the brewing process -- and it processes the plant’s wastewater.
That saves the brewer on waste disposal and natural gas purchasing.
The 42-foot tall structure, which cost about $4 million to build, sits in the back parking lot of Magic Hat’s
brewery, where it came online last summer.
Fitch, 37, is CEO of PurposeEnergy, Inc., of Waltham, Mass., a renewable energy startup company whose lone
product is the biphase orbicular bioreactor, which is 50 feet in diameter, holds 490,000 gallons of slurry and
produces 200 cubic feet of biogas per minute.
Brewers big and small have wrestled with waste issues since the dawn of beer-making. In recent years, they’ve
turned to recycling -- both as a cost-saver and for environmental reasons.
page 2

25. Anheuser-Busch, which makes Budweiser, uses a bio-energy recovery system in 10 of its 12 U.S. breweries to
convert wastewater into natural gas that’s then used to fuel the brewing process.
New Belgium Brewing Co., in Fort Collins, Colo., captures excess heat from cooling wort and funnels it beneath
its loading dock so it doesn’t ice up in wintertime. The wort, the liquid made with malt and hot water, is
fermented to make beer or ale.
Coors’ breweries sell ethanol from their brewing process to refineries in Colorado. Some European breweries
dry their spent grain and then burn it, using the heat and energy in their manufacturing process.
Most operations dispose of their spent grain by selling it -- or giving it away -- to farmers, for use as cattle or
animal feed.
But PurposeEnergy says its digester is the first in the world to extract energy from the spent grain and then re-
use it in the brewery, and all in one place. At Magic Hat, the big brown silo is located about 100 feet from the
main complex.
“Feeding it to cattle is pretty direct recycling, especially if you get steak back out of it,” said Julie Johnson,
editor of All About Beer magazine. “Carting it off as animal feed is pretty common. In this case, by closing the
loop at the brewery, this is turning it into savings quite directly for Magic Hat.”
After getting the idea in 2007, Fitch pilot tested it in Florida, taking spent grain from a Yuengling Son brewery
in Tampa, Fla., trucking it to a farm and putting it through a 400-gallon methane digester. That helped refine
the design of the facility. Then he scouted New England breweries that might agree to a pilot project and got a
bite from Magic Hat, which had been looking for ways to reduce its wastewater treatment bill.
“Over the years, we looked at ways of reducing it, and the strain on South Burlington’s system, and we came
up with ideas ranging from using women’s pantyhose to filter solids while flushing the brew kettle to having
the spent grains hauled off to a local farm to be used for feed,” said Steve Hill, social networking manager for
North American Breweries, which owns Magic Hat.
“They (PurposeEnergy) laid out what we could save . and how the digester could benefit things from a ‘green’
standpoint, and it was too good to pass up,” Hill said in an e-mail.
Other than the plume of flame that rose up off the top of the silo -- triggering a few panicky calls by neighbors
to the fire department -- it has succeeded.
“There’s a lot of money to be saved, there’s a lot of strain to be taken off local wastewater systems,” according
to Hill. “The carbon footprint of a brewery is lessened a great deal when there’s a power company in their
backyard.”
Others are taking notice.
“It’s something that’s definitely exciting for breweries to look at,” said Mark Wilson, brew master at Abita
Brewing Co., in Abita Springs, La., who is at work on a handbook outlining environmentally friendly brewing
operations for the Master Brewers Association of the Americas.
Fitch, whose company’s slogan is “Saving the earth, one beer at a time,” has helped develop iPhone
applications that allow him to control pumps and other operations within the digester. He says it can save
brewers up to $2 per barrel in costs, a considerable savings for even a medium-sized operation like Magic Hat,
which produces about 154,000 barrels of beer a year.
“I hope to be in large breweries throughout the world,” he said. page 2

26. America’s Best Beer Cities 2011 | Evan S. Benn
February 16, 2011
Denver (2 of 7)
There’s a reason that brewers and beer fanatics descend upon
Denver each year for the Great American Beer Festival: It’s smack-
dab in the center of craft-beer country. Despite being in Coors’s back
yard, brewpubs and beer bars here often pour the very best Colorado
has to offer, from New Belgium in Fort Collins to Ska and Steamworks
in Durango. Wynkoop Brewing Co. operates Denver’s oldest
brewpub, established in 1988, which has beers and food to make
anyone happy. If you like it hot, try Wynkoop’s house-brewed Patty’s
Chile Beer, a light German-style beer made with Anaheim chiles and
smoked Ancho peppers. You also can’t go wrong at the Falling Rock
Taphouse, located half a block from Coors Field. With more than 75
beers on tap and scores more in bottles, drinking locally isn’t the
challenge — it’s getting through everything that you’ll have trouble
with.
Fat Tire Ale Ad Format Makes Like ‘Mad’ Magazine | Karelene Lukovitz
February 17, 2011
In the highly commoditized beer business, differentiating the brand is often the core marketing challenge.
Not so for New Belgium Brewing, which has attracted a substantial and fast-growing fan base with its
distinctive and quirkily named craft beers (Fat Tire Amber Ale, Ranger India Pale Ale, Blue Paddle, Mothership
Wit, etc.) and an un-corporate culture expressed in its official “ideals” of “sustainability, balance and folly.”
For the Fort Collins, Colo.-based brewery, the challenges lie more in managing to keep surprising fans and
potential converts with new marketing/advertising twists, on budgets that still fall somewhat shy of InBev
levels.
page 2

27. But hey, in the immortal words of Mad magazine
mascot Alfred E. Neuman, “What, me worry?” In
fact, in a perhaps-inevitable development, this year,
New Belgium and agency Cultivator Advertising
Design have pulled inspiration right out of the pages
of Mad. The idea: Adopt Mad’s iconic, irreverent
fold-in spread feature format for a new campaign for
flagship brew Fat Tire (named to commemorate the
Belgian bike trip that led Jeff Lebesch to co-found
New Belgium in 1991).
The spread is unusual for its required mid-book placement -- Fat tire usually runs ads on magazine back covers
-- as well as its ambitious (costly) physical format.
The creative concept: Folded closed, the viewer sees a Fat Tire bottle (with its signature image of a fat tire bike
on the label), with copy labeling the ale “New Belgium’s Joy Ride.” Folded open, the spread shows caricatures
of New Belgium brewer Peter Boukaert (claiming that he’s “always hated Fat Tire” because “it’s the hardest
beer for us to make”) and company co-founder/CEO Kim Jordan (countering that she’s “always loved Fat
Tire” for its balance and bicycle-culture origins/ethos). The retro design look is consistent with New Belgium
campaigns as a whole, as well as past Fat Tire creative.
The print component is being run in Outside, Rolling Stone, Men’s Journal, Wired, Dwell and 40-plus additional
alternative, outdoor and brew-related niche publications. In addition, the format has been adapted to recreate
the folding process/effect in 2-D for electronic versions running online and in Wired magazine’s iPad version.
The creative isn’t the only novel element. On a bigger-picture level, New Belgium’s marketing strategy this year
calls for dedicating more than half of its 2011 advertising budget to Fat Tire -- the largest percentage spent on
the brand in the past five years, according to the company, which produces more than 30 craft beers all told.
That strategy reflects both Fat Tire’s status as the flagship of a company that’s this year celebrating two
decades in business and a planned market expansion for the brand, says Matt Neren, principal in the Cultivator
agency and co-account director for New Belgium. “This was the perfect time to use Fat Tire as a focal point
to celebrate 20 years of colorful history,” he notes. (No specifics yet available on the FT market expansion.
New Belgium’s current overall distribution territory spans nearly all states west of the Mississippi and seven
Midwestern and Southern states.)
Fat Tire continues to be New Belgium’s largest-selling brand, although its Ranger IPA, launched a year ago, is
now its second best-seller and currently its fastest-growing. The launch of Ranger (named after the brewer’s
“Beer Rangers,” a/k/a sales force) was of course a major marketing focus last year.
According to New Belgium, it sold more than 661,000 barrels across its brands last year, a 13% increase over
2009.
page 2

28. “I’ve Always Hated Fat Tire…” New Belgium brewmaster admits!!! | Lew Bryson
February 22, 2011
Got your attention? Well, it’s just for fun...mostly. It’s all part of New Belgium’s
celebration of their 20th year of brewing, and an anticipation of their
celebratory Super Cru, a ‘re-imagining’ of Fat Tire. I got the press release today,
and that headline was just too good to pass up. Here’s the story.
New Belgium brewmaster Peter Bouckaert did say “I’ve always hated Fat Tire…”
about the brewery’s near-iconic Belgian-type pale ale, but he’s talking about
brewing it, not drinking it. “It’s the hardest beer for us to make,” he said. “The
hop/malt balance required makes me pull out what little hair I have left… [but]
the Belgian inspiration, the elegance – it’s worth every ounce of frustration.”
(For the record? I enjoy drinking a fresh Fat Tire, but like Anchor Steam, it’s
really at it’s best when snapping fresh. My favorite New Belgium beers are probably Blue Paddle Pilsner and
1554 Black.)
So, about that Super Cru...they’re talking about a June release. What is the Super Cru? They don’t know yet;
it’s “a riff on the classic Fat Tire that is still in development.” Bouckaert spoke to that: “Do we go big and
hoppy? Maybe sour? Add fruit? I do not know yet. It will be something memorable and probably it will make
us crazy getting there.” So...completely bald by June.
Interesting to compare this to Victory’s Headwaters Pale Ale anniversary beer. Super Cru sounds like a one-
shot (although, to be fair, so did La Folie when it first came out, so you never know), and something ...a bit
*extreme*, while Victory deliberately skirted that with Headwaters, choosing instead to make a beer perhaps
more like Fat Tire, a popular, accessible, “shareable” beer that would become a regular year-round offering.
Which is better? Does one have to be better? More beers, more choice: that’s better.
And more 20th anniversaries for craft brewers: that’s great! Congratulations to all at New Belgium, particularly
to co-founders Kim Jordan and Jeff Lebesch, brewmaster Bouckaert, and to the current owners of the brewery:
everyone who’s worked there for at least a year, which is one of the completely awesome things about New
Belgium...but only one of them. It’s a pretty amazing company. Cheers!
page 2

29. February 24, 2011
Jeremiah McWilliams
New Belgium Brewing, maker of Fat Tire, plans to expand along eastern seaboard |
New Belgium Brewing, maker of Fat Tire Amber Ale and other beers, plans to expand its market territory along
the eastern seaboard. The Colorado brewer wants to begin selling in Virginia, Maryland and Washington, D.C.
in September. If all goes according to plan, the added territory will bring the nation’s third-largest craft brewer
to 29 states. New Belgium’s beers are already available in Georgia.
“We had significant expansion in 2009 when we added five states,” said sales director Joe Menetre. “We
wanted to make sure we had the capacity to keep up with that demand.”
The company said no decisions have been made regarding distributor partners, brands or package for the new
markets.
February 26, 2011
open books | Lynn Hicks
Brewing firm’s recipe for a great place to work includes free beer, free bikes and
That’s just part of Colorado-based New Belgium Brewing Co.’s recipe for creating a great place to work. It takes
more than a menu of generous benefits.
“One thing I hear more than anything that makes us special is, ‘I get to come to work and be myself,’ “ Kim
Jordan, CEO of the craft brewer that makes Fat Tire Amber Ale, said in an interview last week. “It’s OK to ask
questions. It’s OK to suggest hare-brained ideas and not get a demerit.”
Jordan spoke at Iowa State University last week, and I asked her advice on creating a unique culture. Her Fort
Collins, Colo., company has been named a top place to work by the Wall Street Journal, Outside magazine and
WorldBlu, which measures the most democratic workplaces.
The Register this year will recognize Iowa’s top workplaces for the first time. About 3,800 employees have been
surveyed so far, and we’re hearing why they love their jobs.
“We are listened to and made to feel we are part of something bigger,” said one Iowa employee. The employer
is confidential - we’ll reveal our list of top workplaces this fall.
page 2

30. At New Belgium, doing business is about something bigger. Its
purpose statement: “To operate a profitable brewery which
makes our love and talent manifest.”
Jordan, a former social worker, founded the company in
1991 with her then-husband. They started brewing in their
basement, and the company grew quickly. It’s the third-largest
craft brewer in the United States, with more than $100 million
in sales a year.
New Belgium has sold its beer in Iowa for three years, and it
has become one of the top three best sellers of craft beer in
central Iowa, said Mike Brewington, president of Iowa Beverage
Systems in Des Moines.
New Belgium advertises more than Fat Tire, however. The
company’s mission includes being a business role model for its
triple bottom-line approach: people, planet and profits.
“We spend a lot of time in this endeavor called work. If it doesn’t touch you in your soul, then it’s not a good
investment of time,” Jordan said.
Jordan offered her advice with a caution: If you want to emulate New Belgium’s practices, you must pursue
your business passionately, not simply because you think it will give you a competitive advantage.
“For me, doing this halfheartedly or haphazardly, and some point saying, ‘Eh, this is too much work,’ is the
worst outcome. It may be worse than not trying at all,” she said.
Here are some of Jordan’s tips:
Give great perks: Every employee gets two six-packs a week. After working at New Belgium for a year, all
employees get ownership in the company, plus a free cruiser bike. After five years, they get a trip to Belgium.
But Jordan said it’s important to know when to say no to requests, as she did when employees sought a six-
month sabbatical program. “I have a responsibility to make sure the company is financially sound. Co-workers
need to feel that same pinch.”
Be transparent: Jordan practices open-book management. The company is privately held, but managers share
financial performance with employees. She decided to do this in 1995, when she asked employees to estimate
how much the company spent on raw materials, labor and other expenses, and how much was left over for
profit. Employees figured the company was making 60 percent margins.
“We looked at the answers and laughed,” she said. “If people are making up these stories about where the
money goes, then this is an opportunity for transparency.” As a first step, she recommends providing financial
literacy training to employees.
Live your principles: From the beginning, the company has focused on environmental stewardship. The
company measures the carbon footprint of a six-pack of Fat Tire, it diverts about 97 percent of its waste from
the landfill and it has the largest privately owned solar array in Colorado, among other sustainability efforts.
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31. Create a high involvement culture: Every August, all 385 New Belgium employees gather for a staff retreat
outside in the foothills of the Rockies. In small groups, workers offer ideas for the company’s one- and three-
year strategic plans, as well as their personal work objectives. “It’s an incredibly powerful engine for us,”
Jordan said.
Trust each other and commit to authentic communication: This core principle is one of the hardest for the
company, she said. One of its strengths is also its weakness: “We’re friends with another, and emotionally
close,” she said. That makes it hard to have difficult conversations. “People pass on that more than it’s good
for us,” she said. The company uses the Crucial Conversations and Crucial Confrontations training program to
overcome that.
Be clear who’s in charge: Sometimes, it’s right to give employees decision-making power. In 1998, management
told co-workers: We want to switch to wind power, but that would reduce your profit-sharing checks, so we’re
taking this to a vote. It was unanimously supported.
Other times, leaders should get feedback but be clear about who will make the decision. “There are times
leadership requires tough decisions,” she said, while the group might choose the path that hurts the least
number of feelings.
Plan for the future: In the rapidly consolidating beer industry, New Belgium gets offers to sell about every
week, Jordan said. She tells suitors the answer is no while she forms a “perpetuation, liquidity and succession”
plan.
How would she ensure New Belgium’s culture thrived under a new owner?
“I wish I could tell you I had the answer, but I don’t. We’re working on it.”
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32. page 2

33. Beyond the Bottom Line | Eric Peterson
March 1, 2011
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34. page

35. page

36. The Greenest Beer in the U.S.A. | Charles Bevier
March 1, 2011
The next time you crack open
a Fat Tire beer you should
congratulate yourself. Not only
are you quaffing a delicious
amber ale, you’re supporting
a company that has one of the
most cutting-edge, sustainable
business strategies in America.
Founded in 1991, New Belgium
has grown considerable since
its humble beginnings in a
Fort Collins basement. Fat Tire
remains the flagship brand for
the company, but a half dozen
of its other brews are proving
popular with customers in more
and more markets.
Today the privately held company
is one of the fastest-growing
breweries in the country. With
370 employees, it is the third-
largest craft brewer in the nation
with the seventh-largest sales volume. The company’s recipes have earned more than 90 awards.
Environmental Accolades
Journey an hour north from Denver to tour the brewery, and you’ll discover the company’s sustainable stance
when you enter the parking lot. It’s divided by vehicle mpg. If you drive a hybrid, you get to park next to the
building. If you drive a gas guzzler, you’re going to get some exercise.
What’s happening inside the brewery has earned the company awards from more than 35 environmental
organizations, including the Environmental Hero Award from the Environmental Defense Council, the
Conservation Hero Award from the Colorado Environmental Coalition, and an environmental and safety
excellence award from Managing Automation Magazine — an that’s just in 2010. In 2009, the company earned
the Best Green brewery ward from Tree Hugger and four of a possible four green leafs from Greentopia, both
online directories of eco-friendly businesses.
To encourage bicycling to work, employees are rewarded with a custom cruiser on their first anniversary of
employment. They have access to bike lockers, covered bike parking, and locker rooms that would be the envy
of many spas. New Belgium was named one of the only two platinum-level Bicycle-Friendly Businesses in the
nation by the League of American Bicyclists. As of 2010, the company’s multicity Tour de Fat bike festival has
raised more than $1.5 million for bike-related causes. It also sponsors “bike-in” outdoor movies at the brewery,
and proceeds from beer sales are donated to local non profits.
The company has a green team called “The Sustainables,” but everyone can contribute ideas says Jenn
Orgolini, sustainability director. page

37. “Most breweries are taking steps toward conservation. We try to be a market leader.”
In 1998, New Belgium was the first brewery in America to purchase wind energy from a local utility instead
of coal-fired plants. It coasts a third more, but the employes — who own 43 percent of the company — voted
for the switch, even though the difference comes out of their bonuses. (The company practices open-book
management regarding operating costs.)
Using Department of Energy grants, New Belgium recently installed the largest private collection of solar
panels in Colorado, a 200kW array atop the packing hall. The renewable electricity source is projected to
replace almost 264,000kW of coal-powered electricity each year.
The brewery produces an additional 15 percent of its electricity by harvesting methane from its on-site
water treatment facility. Microbes are used to clean the production wastewater through a serious of aerobic
basins. The methane gas, a by-product of this process is piped back to the brewery, where it powers a 292kW
combined heat and power engine. The company also has one of the lowest water-to-beer production rates
in the nation. Most breweries use about 6 barrels of water (at 31 gallons each) to make a barrel of beer. New
Belgium uses 3.93 barrels (with a goal of 3.50 by 2015).
In 2009, the company achieved its highest landfill diversion rate of 99.9 percent, meaning less than .1 percent
of the company’s waste ends up in landfills. Spent grain is sent to a local cattle farm for feed. Sustainability
even extends to the transportation efforts, including 29 hybrid vehicles and two company bicycles for its
distribution staff, who are know as Beer Rangers.
Outside Magazine voted New Belgium the No. 1 Best Place to Work in the country, and The Wall Street Journal
named it a Top Small Workplace. Orgolini is herself a testament to New Belgium’s appeal. A 17-year veteran of
the company, she’s served as CFO and COO.
In the Beginning...
In the late 1980s in Belgium, Jeff Lebesch was riding one of the first mountain bikes with “fat tires” through
European villages, sampling beers. An engineer who enjoyed tinkering, he went home to Fort Collins and
repurposed diary equipment in his basement to make beer. Friends and neighbors gave it glowing reviews and
a business was born.
But before Jeff and his wife, Kim Jordan, a social worker, even sold a bottle of beer, they hiked into Rocky
Mountain National Park with a jug of their home brew and they wrote down what they wanted in their
company. Their musings were the basis for today’s “high involvement culture” with a focus on a triple bottom
line involved in the planet, profit, and people. Employees actively participate in the reduced usage of natural
resources and the increase in efficiency, all while having fun and feeling empowered.
Kim Jordan is now CEO, and that vision is still the company’s guiding strategy. The company recently purchased
its first crop of Colorado-grown, organic hops, and it removed cardboard dividers from its 12 packs, saving
paper and money. New Belgium gives 1 percent of revenue to environmental nonprofits. In 2011, that will
amount to $660,000.
Most recently, New Belgium has joined the Business for Innovative Climate Energy Policy coalition, a group
of major American businesses pushing for the passage of comprehensive energy and climate legislation.
“We’ve long strived to be a sustainable business role model, but we also recognize that legislative advocacy is
vital to creating the conditions for widespread sustainable business practices,” says Orgolini. We can all drink to
that.
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38. March 2, 2011
New Belgium celebrates 20th anniversary
New Belgium Brewing Co. will celebrate its 20th anniversary
of brewing beer with a nearly yearlong celebration called
the Joy Ride campaign and includes a June release of a New
Belgium Super Cru - a new twist on the company’s Fat Tire
beer.
The brewery will celebrate its two decades in business by
paying homage to its signature beer Fat Tire with long-time
employees posting some of their fondest memories about
their time at the brewery on the company’s website.
The brewery also will invite fans of its beer to post photos
and videos on the site starting around Memorial Day weekend.
In one of the first videos posted on the website as part of the Joy Ride campaign, New Belgium CEO and co-
founder Kim Jordan comments on Fat Tire and her work cultivating the company’s brand.
There will be a yet-to-be determined celebration on the anniversary June 26 at the brewery, said New Belgium
Brewing Co. spokesman Bryan Simpson, along with other events throughout the year. The brewery also plans
to give away more than 3,000 of its signature cruiser bicycles this summer.
In June, the brewery will unveil a new beer that is currently in the production process, Simpson said.
The beer will be a limited release, like the brewery’s Lips of Faith series, in 22-ounce bombers and on draft.
Simpson said they are looking to take their classic beer Fat Tire in a new direction.
“Getting to re-imagine Fat Tire is an exciting opportunity,” said Peter Bouckaert, New Belgium brewmaster, in a
prepared statement. ‘’Do we go big and hoppy? Maybe sour? Add fruit? I do not know yet. It will be something
memorable, and probably it will make us crazy getting there.”
In the past 20 years, the company has grown from two employees to 380 and expanded from selling 60 cases a
week to being on tap at bars across the country.
“This business couldn’t have happened without the city of Fort Collins,” Simpson said. “Front Range drinkers
and craft drinkers helped grow this business.”
And the company continues to expand this year as it moves into the Washington, D.C., Maryland and Virginia
markets.
Simpson also said that in the next 12 months, New Belgium will open a new facility somewhere in the country.
At this time, they are still trying to decide where.
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39. March 3, 2011
Beer Madness: The panelists
As always, we received hundreds of responses to our call for applications to our Beer Madness tasting panel,
and we looked for a diverse range of readers in filling it out. We asked for a sentence summing up each
applicant’s beer-tasting qualifications (the wittier, the better), and this year we also asked for a list of each
one’s five favorite domestic craft beers. The five reader-panelists and their answers are:
Justin Garcia, 26
Centreville
Lockheed Martin analyst
“Over the last couple of years I have sampled beers from many different countries with friends and family,
forsaking my liver and wallet . . . and have discovered that my favorite beers tend to be domestic craft brews,
which made picking only five extremely difficult.”
Favorite beers: Troegs Rugged Trail Nut Brown Ale, Lagunitas Censored (AKA the Kronik) Rich Copper Ale,
Founders Breakfast Stout, Samuel Adams Imperial White, Dogfish Head 75 Minute IPA (60 Minute + 90 Minute
blend on tap).
Hiromi Kowaguchi, 48
Arlington
Host at Best Buns Bread Co.
“I also like my husband.”
Favorite beers: Mad Fox American Pale Ale, Flying Dog Raging Bitch, Victory HopDevil, Samuel Adams Summer
Ale, Sierra Nevada Torpedo.
Whitney Meager, 31
Capitol Hill
Nonprofit project manager
“When my parents come to stay with me, in my studio apartment, for sometimes up to a month, I always
feel fully ‘reimbursed’ for my hospitality when I see their trunk, which has been well stocked with a variety of
Boulevard beers — one of the greatest Kansas City exports.”
Favorite beers: Boulevard Tank 7 Farmhouse Ale, New Belgium Trippel Belgian Style Ale, Bell’s Oberon Ale,
Rogue Hazelnut Brown Nectar, Sierra Nevada Kellerweis.
Duff Gillespie, 68
Kensington
Johns Hopkins School of Public Health professor
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40. “Jerry Bailey and I started home-brewing in the 1980s, after which he soared to craft beer greatness by
founding the acclaimed Dominion Brewery, while I slipped anonymously into academia; now it’s my chance to
rise phoenix-like on a sea of suds.”
Favorite beers: Dogfish Head 90 Minute IPA, Duff Beer, Flying Dog Gonzo Imperial Porter, Ommegang Abbey
Ale, Four Peaks Kilt Lifter.
Christina Hoffman, 23
Arlington
Consultant
“I might look like I should hold a cosmo, but the way to my heart is with a
beer so dark I can’t see through it.”
Favorite beers: Bluegrass Bourbon Barrel Stout, Hook Ladder Backdraft Brown, anything from Brooklyn
Brewery, Victory HopDevil, and the yet-to-be-named beer she made with her father last Father’s Day.
Among our other shakeups in Beer Madness this year, we decided to open up spots on our tasting panel for
professionals: people who taste for a living. We didn’t want just beer aficionados, though, but instead sought
out a range of related experiences. So joining the group of five reader-panelists are:
1. Greg Engert, 31, beer director at ChurchKey and our host for Beer Madness.
2. Kat Bangs, age 27, sommelier at Komi restaurant in Dupont Circle.
3. JP Caceres, 29, mixologist at Bourbon Steak in Georgetown.
4. Brian Robinson, 42, executive chef at Restaurant Three in Arlington.
5. Ellie and Bob Tupper, 60 and 64, respectively, contract brewers of Tuppers’ beers. (Ellie tasted all 64
beers for Round 1 on our first night of tasting, and Bob stepped in to take her place because of illness
for the remaining rounds on the second night of tasting.)
Airports embrace local design, dining and retail | Roger Yu
March 3, 2011
Ever get off a flight, walk into a terminal, look around and wonder where you are?
Many airports have a sameness to them. Concourse designs, signs for chain restaurants and rows of familiar-
looking plastic seats say: I could be anywhere in the USA.
That’s changing. Airports in many parts of the country are incorporating local history, themes and images to
reflect the region they’re in. They’re doing it architecturally as they construct or rebuild terminals.
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41. They’re adding local flavor by signing deals with local restaurants and retailers to take dining and shopping
beyond the standard menus and wares of national chains.
Their goal is not only to reflect a unique local feel, but to distinguish themselves amid intense competition for
air service and a need for more revenue. And, some say, it’s paying off.
“The airport needs to serve as the mouthpiece or showcase for tourism and business within the city and the
region,” says Mark Gale, CEO of Philadelphia International Airport. “It’s the old cliché: It’s the first and last
thing (a traveler sees). And sometimes, it’s the only thing. It’s important to make a statement.”
Many airports, such as Raleigh-Durham International, are making such statements — in overarching ways.
Raleigh-Durham’s new Terminal 2, which was completed in January, is a sloping stainless steel structure
designed by North Carolina-born architect Curtis Fentress to evoke the low, rolling hills of the Piedmont
mountains that wind through much of the state.
The terminal’s wooden ceiling beams are a tribute to the area’s legacy of furniture manufacturing. Stainless
steel and large windows are meant to reflect progress and the Research Triangle’s technology orientation.
“Passengers tend to get a picture fairly quickly that there’s a story being told,” says John Brantley, the airport’s
director. “Folks have associated us with The Andy Griffith (show) for so many years. We’re no longer Mayberry.
This terminal reflects that the region has grown up.”
Other airports, such as Los Angeles International, are going very local with food and retail stores that give
travelers a taste of regional cuisine and indigenous or locally produced goods.
When the airport approved new concession contracts for Terminals 4, 5, 7 and 8 in October, airport officials
announced “almost all” of the stores and restaurants would be based on concepts and brands that have
Southern California roots.
“I thought it was very important to reflect flavors of L.A.,” says Gina Marie Lindsey, executive director of Los
Angeles World Airports, a city agency that runs the airport. “There is a tremendous amount of diversity in L.A.”
Examples: Lemonade, a Los Angeles-based restaurant created by chef Alan Jackson to serve simple American
cuisine, will open there later this year. Engine Co. No. 28, an upscale restaurant created by local chef Kenneth
McCaskill after restoring a firehouse in downtown Los Angeles, will also locate there.
A bigger local role
Efforts by airports in the past to reflect their locale have largely been easy, cosmetic ones, such as rotating
public art exhibits and making the ads of local events and institutions prominent.
Now, they’ve widened their creative scope as they wrest more control of terminals from financially struggling
airlines that have always objected to large airport spending, which is passed on to them and their customers.
Airports’ increasing reliance on non-aviation revenue — food and beverage, retail shops and parking — to
make up for shrinking airline rent and landing fees has also stirred their creative urge, rooted in the belief that
more diverse, local offerings will drive travelers to spend more.
“There is more of an approach to make (airports) a visitor center,” says Bill Hooper of Gensler, an airport
architecture firm. “If you can make terminals feel more comfortable and interesting, people do (account for
that) in making decisions on what airport they want to fly to.” page 1

42. Know where you are
Airports’ ambitions to stamp a location on themselves are reflected most conspicuously in their approach to
design.
Providing “geographical context” is a new, common goal in designing new terminals, architect Fentress says.
“For a long period of time, airports were treated as big blank boxes,” he says. “Buildings are picture postcards
and are important in marking a place.”
An early Fentress project — the white fabric tops of Denver International that are suggestive of the snow-
capped Rocky Mountains — broke new ground and won global acclaim.
Fentress applied a similar approach at Seattle-Tacoma, where he designed terminals with an airy, open feel
to let in the bright Northwest light. Its Pacific Marketplace, a food and retail center of the airport, was built to
recall Seattle’s bustling Pike Place Market downtown.
Other terminal projects are taking a similar approach. The exterior of San Jose International’s Terminal B in
California, completed in 2009 at a cost of $1.5 billion, shows “the unraveling of a coaxial cable,” with the
billowy steel structure “establishing the airport’s relationship with Silicon Valley,” says airport spokesman David
Vossbrink.
“The irony is coaxial is old technology, and we laugh about that,” he says. “But Silicon Valley is an attitude.
You’ll see an airport that is high quality, efficient and uses technology.”
The design of Los Angeles’ Bradley Terminal, currently under extensive renovation, features wavy roof panels
that resemble waves coming in from the Pacific Ocean, Lindsey says.
Their construction projects aren’t cheap and travelers usually pay for the bulk of the costs. For instance, Los
Angeles, Raleigh-Durham and San Jose all charge $4.50 per each leg of the trip for travelers, collected to pay
off their bonds for years after the projects are completed. Airports continue to lobby to increase the so-called
“passenger facility charge” to up to $7.00.
Not just for bigger airports
Smaller airports are also using the strategy.
The stonework-patterned exterior of Will Rogers World Airport in Oklahoma City is a tribute to the quarries of
Oklahoma’s Sandstone Hills region. The wooden beams supporting the canopy and windows of Jackson Hole
Airport’s main terminal give it a lodge-atmosphere that evokes the wild west of Wyoming.
“To have (the features) show up there, it just feels right,” says Hooper of Gensler, which worked on the
projects.
When it was commissioned to redesign the boxy buildings of the Long Island MacArthur Airport in New York,
Gensler installed terrazzo floors using local seashells to signify its proximity to beaches.
“They were interested in ways to say, ‘We’re out in Long Island. It’s a gateway to beaches,’ “ Hooper says.
Indoors, airports typically hire master developers every few years to run shops and restaurants. In their bid
requests for contracts, more airports are giving preference to those that emphasize local flavors, says Terry
Mahlum of Delaware North, a concessions developer.
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