They say inspiration is everywhere – but, for beer lovers, Belgium sure sounds like a good place to find it!
And that’s exactly what happened to New Belgium Brewing Company’s co-founder Jeff Lebesch on a bicycle tour through Europe in 1989.
He returned to Colorado with a taste for Belgian beers and a desire to brew them at home, and with the support of his co-founder, Kim Jordan, New Belgium was born.
Their Belgian-inspired Amber Ale, Fat Tire, brought flavors to the table that American beer drinkers weren’t yet used to – toasty, biscuit-like malt notes, a touch of sweetness, and a subtle hit of hops.
Named after the fat tire bicycle he rode through Belgium, this beer helped build New Belgium’s image as a brewery that reinvents and refreshes Belgian styles with an American approach.
The bicycle has also become the foundation of the brewery’s branding – from their logo, to their flagship beer’s name, to the gift employee’s receive upon their one-year anniversary of employment.
A little inspiration can go a long way!
… so, anyone up for a trip to Belgium? 😉