The One with the Bike on It

One of the best cap designs in
the beer world

Those of you who are plugged-in to the craft beer scene (or have spent any amount of time in the Western half of the US) have no doubt seen or heard about a lovely little beer called Fat Tire, which is one of the many offerings that are brought to us by the New Belgium Brewing Company in Fort Collins, Colorado. New Belgian beers are easy to spot because they have an unmistakable “old-timey” bicycle on the cap. Here is their story (in their own words)…

------

We'll set the scene. 1989. Belgium. Boy on bike. (Ok, make that a young man of 32).

As our aspiring young homebrewer rides his mountain bike with "fat tires" through European villages famous for beer, New Belgium Brewing Company was but a glimmer in his eye. Or basement. For Jeff Lebesch would return to Fort Collins with a handful of ingredients and an imagination full of recipes.

And then there was beer.

Jeff's first two basement-brewed creations? A brown dubbel with earthy undertones named Abbey and a remarkably well-balanced amber he named Fat Tire. To say the rest was history would be to overlook his wife's involvement. Kim Jordan was New Belgium's first bottler, sales rep, distributor, marketer and financial planner. And now, she's our CEO.

Electrical engineer meets social worker; ideals flourish

The other side of the New Belgium story isn't as romantic as bicycling through Europe, but it gives testament to our dedication and hard work. And it goes like this: Jeff, an electrical engineer by day and tinkerer by nature, builds a homebrewing kit in his basement out of repurposed dairy equipment. His Belgian inspired brews garnered enough praise from friends and neighbors that Jeff and Kim take their basement brewery commercial in 1991.

Kim, social worker by day and mother to two always, began the marketing process by knocking on their neighbor's door. Anne Fitch was that neighbor and her watercolors are the artwork we continue to use on our labels today. With labeled bottles and local encouragement, the first Belgian-style beers brewed in the United States were officially for sale.

Bringing Peter Bouckaert, a Belgian Brewmaster working at Rodenbach, on in 1996 helped influence our love of sour beers. Moving forward, Peter would take the brewing reins as Jeff began pursuing other interests. In 2009, Jeff moved on completely and we have continued to flourish with Kim, Peter, and a team of dedicated employee-owners at the helm.

What else continues today?

The Core Values and Beliefs that Kim and Jeff built New Belgium Brewing Company on. Before they ever sold a bottle of beer, they hiked into Rocky Mountain National Park with a jug of home brew in one hand and pen and pad in the other. Together, they wrote down what they wanted to instill into this business dream of theirs.

I wonder if they actually ride their bikes to work everyday, or if its only on picture day

New Belgium Brewing Purpose Statement: To operate a profitable brewery which makes our love and talent manifest.

Company Core Values and Beliefs

1. Remembering that we are incredibly lucky to create something fine that enhances people's lives while surpassing our consumers' expectations.

2. Producing world-class beers.

3. Promoting beer culture and the responsible enjoyment of beer.

4. Kindling social, environmental and cultural change as a business role model.

5. Environmental stewardship: Honoring nature at every turn of the business.

6. Cultivating potential through learning, high involvement culture, and the pursuit of opportunities.

7. Balancing the myriad needs of the company, our coworkers and their families.

8. Trusting each other and committing to authentic relationships and communications.

9. Continuous, innovative quality and efficiency improvements.

10. Having Fun.

Which brings us to ownership

As this tasty amber named Fat Tire grew in popularity, Jeff and Kim knew they’d need help. Enter Brian Callahan, an aspiring brewer and New Belgium’s first employee-owner. By giving Brian a vested interest in the company, Jeff and Kim did, “what seemed like the right thing to do.”

And all the employee owners today thank them for doing what came naturally.

Ownership is now awarded at one year of employment. And just when you think it can’t get any better, they roll in your very own one-year anniversary cruiser bike. It’s pure bliss.

It’s my company

If it were your company, what would you do? Look for ways to be less wasteful, be more efficient, recycle and reuse? Yep. It’s infectious. Once you start thinking of ways to make your company better, you can’t stop.

In 1998, a unanimous vote by employee owners switched New Belgium to wind power. The first wind powered brewery in the United States, thank you very much.

And, like all responsible business owners, it’s important to know your bottom-line, barrels, and books. Meet New Belgium’s practice of open-book management: a policy of fiscal transparency throughout the company that encourages a community of trust and mutual responsibility.

It’s something good. All agreed.

-------

Love the Fat Tire

I have managed to try only six of the twenty five different brews that New Belgium has to offer, but I loved all six of them. I developed a strange obsession with Fat Tire during my time out west many years ago because of its deep spicy flavor and beautiful amber color; it was one of the first craft beers I ever had and played a large role in my development as a craft beer enthusiast.

As the brewery’s name (and back story) would suggest, they are Belgian beer specialists, but have carved out their niche by applying American craftiness to classic Belgian styles. Their Ranger and BELGO IPAs are hoppy and delightful. Their 1554 is dark and mysterious – and delicious!!! And the Snow Day Winter Warmer is a holiday miracle.

The best news of all is that New Belgium has their eyes on expansion. News reports (http://www.businessweek.com/ap/2012-04/D9TVFQT80.htm) indicate that they are looking to open a new brewery somewhere on the east coast, which will make it easier for those of us on the eastern seaboard to find these wonderful beers.

Go to http://www.newbelgium.com/shift.aspx for more information, and go find a bottle of delicious beer with a bike on the cap. You won’t be sorry.

Here’s to craft-brewed happiness… Cheers!