Fat Tire Ale, the flagship brand of New Belgium Brewing, has announced the beginning of a wholesale reimagining when it comes to the beer’s branding and recipe. The company will alter the beer by giving it a crisper and brighter taste, and it will also debut an entirely new look for its packaging as well.
The impetus for this transformation was the company’s enduring commitment to environmental justice, a cause that Fat Tire has had in mind since its inception in 1991. Having the distinction of becoming the first certified carbon-neutral beer in the United States, Fat Tire’s rebrand doubles down on this message, as its new identity comes with the goal of inspiring the next generation of beer drinkers to join the growing movement around climate action.