New Belgium no longer “Micro”; takes Green Beer big-time.

Via Waylon Lewis
on Mar 26, 2010
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New Belgium goes Big-time: no Longer “just” a Local Brew.

I drank New Belgium when.

I knew New Belgium when they were just an upstart green-minded wind-powered bike-loving local microbrew.

Last week, I was in a shi-shi bar in Venice, California, and their Fat Tire was behind the bar. In fact, this Rocky Mountain brew was all over Lalaland.

And now I notice they’ve taken another back cover of Rolling Stone. Gorgeous, cool, detailed arty ad.

While it’s hard not to feel jealous—what they spent on that back cover would pay for elephant to grow to 2 million unique visitors this year, with zero other advertisers, to focus on editorial and growing the good word beyond our core or choire…well, I’ll spend my last few bucks on a Ranger beer, and, in a (brief) good warm fuzzy mood, I’ll toast ’em.

Here’s to you, NB: I knew you when.



About Waylon Lewis

Waylon Lewis, founder of elephant magazine, now & host of Walk the Talk Show with Waylon Lewis, is a 1st generation American Buddhist “Dharma Brat." Voted #1 in U.S. on twitter for #green two years running, Changemaker & Eco Ambassador by Treehugger, Green Hero by Discovery’s Planet Green, Best (!) Shameless Self-Promoter at Westword's Web Awards, Prominent Buddhist by Shambhala Sun, & 100 Most Influential People in Health & Fitness 2011 by "Greatist", Waylon is a mediocre climber, lazy yogi, 365-day bicycle commuter & best friend to Redford (his rescue hound). His aim: to bring the good news re: "the mindful life" beyond the choir & to all those who didn't know they gave a care. | His first book, Things I would like to do with You, is now available.


2 Responses to “New Belgium no longer “Micro”; takes Green Beer big-time.”

  1. Jordan says:

    Fat Tire has been widely-avalible all over Texas for a long time (arguably one of the most popular non-Texas beers in Austin), and practically every variety they put out has been in Supermarkets here for a while so I figured they weren't that Micro anymore. I've seen full-page ads in Wired too.

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