New Belgium – A Bike a Day Keeps the Carbon Away
New Belgium Brewing Has Awarded More Than 25 Free Bikes so Far; More Than 45,000 Have Entered to Win
Fort Collins, CO – This summer, New Belgium Brewing wants Americans to start riding their bikes. If you don’t have one at the ready, the brewery is giving away more than 1,500 cruiser bikes as part of the campaign titled, “The Beer, The Bike and The Tour de Fat.”
The Fort Collins maker of Fat Tire Amber Ale is giving away the exclusive cruiser bikes, previously reserved for employees on their one-year anniversary, every day online at www.newbelgium.com/bbt between Memorial Day and Labor Day. In addition, bike drawings will take place throughout New Belgium’s areas of distribution. California is the only exception, as it is prohibited by state law.
“We wanted to spread the joy employees of New Belgium are gifted with their anniversary bikes. Many start commuting by bike as a result,” said New Belgium spokesperson Bryan Simpson. “While we have the Tour de Fat and Team Wonderbike to help people celebrate bikes they already have, this program actually provides the tool to change habits.”
The campaign page (www.newbelgium.com/bbt) witnessed triple the average daily traffic of www.newbelgium.com in the first week after launch and has stayed steady at high volume, increasing an additional 25 percent on certain days. As a result, New Belgium’s overall site traffic has also spiked to over double and sometimes triple its normal rate.
As part of its bicycle advocacy, New Belgium’s Tour de Fat is an eleven-city bike festival that has raised more than $1 million for bicycle non-profits since its inception in 2000. The 2009 Tour de Fat season kicks off in Chicago on July 11; visit www.newbelgium.com/tour-de-fat for more information. Team Wonderbike is a commuter advocacy program in which 16,000 cyclists have pledged to offset more than 15 million driver miles in the coming months. To take the pledge, visit www.newbelgium.com/team-wonderbike.
To enter to win a bike, visit www.newbelgium.com/bbt or watch for local promotions.
About New Belgium Brewing Company
New Belgium Brewing Company, makers of Fat Amber Ale and other Belgian-inspired beers, began operations in a tiny Fort Collins basement in 1991. Today, the third largest craft brewer in the U.S., New Belgium produces seven year-round beers; Fat Tire Amber Ale, Sunshine Wheat, Blue Paddle Pilsner, 1554 Black Ale, Abbey, Mothership Wit and Trippel, as well as a host of seasonal releases. In addition to producing world-class beers, New Belgium takes pride in being a responsible corporate role model with progressive programs such as employee ownership, open book management and a commitment to environmental stewardship. For more information, visit www.newbelgium.com.