New Belgium Brewing 2010 Clipbook


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

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New Belgium Brewing 2010 Clipbook

  1. 1. New Belgium Brewing Media Presence 2010
  2. 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
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  4. 4. Kim Jordan: Chief Executive Officer and Beer Lover | Patrick DoyleJanuary 1, 2010 page
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  6. 6. The Beer Can Revolution | Heather JohnJanuary 1, 2010 page
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  8. 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. 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. 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. 11. January 8, 2010Largest private solar array in Colorado installed at New Belgium Brewing Co. page 12
  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. 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. 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. 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. 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. 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. 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
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  20. 20. February 1, 201025 Best New Beers in America page 21
  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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 32. Hawaiian Transplant Earns Big Rack Order from Brewer | David YoungMarch 9, 2010 page 33
  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. 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. 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. 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. 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 MMs were eliminated in 1976 because of fears ofFDC Red #2. page 3
  38. 38. A new dessert trend is brewing | Joshua LurieMarch 25, 2010 page 3
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  40. 40. Bridge the seasons | Zak StamborMarch 28, 2010 page 1
  41. 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. 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 QA 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. 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. 45. The Wackier the Better | Julie KailusApril 1, 2010 page
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  47. 47. Going Green - and Flourishing | April WhiteApril 1, 2010 page
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  49. 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. 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. 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. 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. 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. 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. 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. 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. 58. May 1, 20108 Happy Hour Treats Under 80 Calories page
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  60. 60. May 1, 2010Will Work for Good The Information You Need About: Best Jobs page 1
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  62. 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. 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