Deschutes Brewery partners with Oregon Manifest Bike Design Project on exclusive beers

Oregon Manifest and Deschutes Brewery have teamed up to bring the best of two worlds together: bikes and beer. Oregon Manifest, a nonprofit organization that recently launched with “The Bike Design Project”– a pioneering bike design competition which partners five high-level design firms with American bicycle craftsmen to create the Ultimate Urban Utility Bike—has partnered with Deschutes Brewery to create custom beers that pair with each respective bike design. The result? The ultimate marriage of our favorite mode of transportation and favorite beverage.

Shannon Holt, Oregon Manifest co-founder said, “Oregon Manifest and The Bike Design Project are rooted in the collaborative power of design, innovation and making. Partnering with a company that is equally passionate about craft and experimentation, like Deschutes Brewery, makes this year’s competition all the more exciting. Not only will we gain what we’re sure will be five remarkable bike designs, but we’ll have specialty craft beers to go with each of them.”

Teams for the competition originate from five cycle-centric cities including:

  • Chicago: MINIMAL x Method Bicycle
  • New York City: Pensa x Horse Cycles
  • Portland: INDUSTRY x Ti Cycles
  • San Francisco: Huge Design x 4130 Cycle Works
  • Seattle: TEAGUE x Sizemore Bicycles

Deschutes Brewery brewers worked closely with each team to create a unique beer style that they felt would best represent their respective bike designs and cities. Each small batch beer will be brewed at Deschutes Brewery’s brew pubs in Portland and Bend, Oregon, and will be served at the reveal events in each competing city on July 25. Captain Lawrence Brewery is brewing the beer for the New York City team, as Deschutes Brewery beers are not yet available in New York.

 “This was a really interesting and fun process to work with the design teams,” said Deschutes Brewery’s Portland-based assistant brewmaster, Ben Kehs. “They all had their own unique style and approach to the Oregon Manifest project. We asked questions like ‘if this bike were a beer, what style of beer would it be?’ all the way to requesting a list of specific adjectives that the teams would use to describe their design. We are excited to pour the beers and show everyone what we came up with.”

Along with their ultimate commuter bike design, each team developed a label for their own paired beer. Beers will be announced every two weeks starting June 3 on social media – @deschutesbeer and @oregonmanifest.

New Belgium’s summer “Fat Tire Experience” campaign celebrates unexpected pairings

New Belgium Brewing launches its 2014 ‘Pairs Well with People’ summer campaign this week, which highlights the Fat Tire Experience. The campaign has a mix of TV spots, digital videos, hidden talent discovery, story sharing and weekly prizes. The campaign runs now through Labor Day 2014.

The TV spots celebrate bicycling’s “underground” scenes from bike jousting to junkyard cyclocross racing and even Fat Tire-loving Chopaderos with surprises of their own. To see the spots visit NewBelgium.com/FatTireExperience.

“This year’s Pairs Well with People really showcases summertime communal fun and the bike communities who have long championed Fat Tire,” said Melyssa Mead, creative director at New Belgium Brewing. “They may live right at the edges of mainstream bike culture, but they’re also really innovative risk takers you’ll remember. Through our site and social channels we’re inviting everyone to experience unconventional bike tales, to meet up with us at summer events, and to take advantage of the many opportunities to win.”

Social Media and Website Elements
Discover Hidden Talents
By answering a few basic questions about (“I’m happiest with a _______ in my hand,” “My spirit animal is a __________” or “You’ll never catch me wearing ________”), New Belgium will pair you with a Fat Tire experience. Some examples include bike jousting, cyclocross or bike dancing.

Embrace a Round of Bike Jousting
The Fat Tire Experience brings bike jousting to mobile phones through a fast-paced, multiplayer game, which users can download for Android or iOS. The game puts players in the bike seat to play against friends.

Read Inside Stories from Outsiders
New Belgium will collect and share stories about groups of interesting people finding unconventional uses for the bike while following their passion.

Win the Fat Tire Experience
For those who want to win prizes, all they have to do is create or log into their existing New Belgium account and read, download or share Pairs Well with People content with their networks. Doing this will give them opportunities to win plenty of cool prizes from coolers and Hydro Flask growlers to the grand prize: a chance to ride with the Chopaderos and be a VIP at Tour de Fat 2014 in San Diego.

To check out the campaign, play some bike jousting and see first-hand what this year’s Pairs Well with People campaign is all about check outhttp://www.newbelgium.com/FatTireExperience.

Game of Thrones® fans select Valar Morghulis next in Brewery Ommegang and HBO® partnership

In the world of Westeros, Valar Morghulis means “all men must die.” Fans of the hit HBO show decided that “all men must drink” as well when they voted the foreboding phrase as the name of the newest beer in the Game of Thrones collaboration between HBO and Brewery Ommegang as part of a late December Facebook poll.

The voting also determined the style of the new beer – an Abbey Dubbel – which is perfectly represented by the “two-headed” coin which will adorn the labels.

Valar Morghulis will be available at retail in fall of this year.

Valar Morghulis is a central thematic element in the critically acclaimed show’s fourth season, which recently debuted to record ratings. As Arya Stark continues her journey to track down what family she has left and to avenge those who have fallen, she adopts the High Valyrian phrase as a mantra against the people she wants dead.

As the name for the new beer, the phrase won out during the December poll over Seven Kingdoms (Tripel), Hand of the King (Quad) and Khal (Quad). Thousands of fans cast their votes during the contest, and Valar Morghulis was the clear favorite with almost half of the votes.

“The fan response to the beers has been so incredibly positive that we thought it would be a fun reward to ask them to play an active role in selecting the fourth beer,” said Bill Wetmore, Director of Marketing for Brewery Ommegang. “It’s not uncommon to hear “valar brewghulis” spoken in the halls of the brewhouse, so we were secretly hoping that Valar Morghulis would be the winner. Our brewers are also excited to brew a Dubbel, a classic Belgian beer style, and have some great ideas to make this release extra special.

Valar Morghulis follows Iron Throne Blonde Ale (spring 2013), Take the Black Stout (fall 2013), and Fire and Blood Red Ale (available now) in the hugely popular partnership between HBO and Brewery Ommegang. The limited runs of Iron Throne and Take the Black sold out in a few short weeks, and Fire and Blood Red Ale is also selling out quickly, despite being brewed at nearly double the volume of the first two beers.

“The fan base for Game of Thrones keeps growing larger as each new season debuts, and the popularity of the beers is growing right along with the show,” said Josh Goodstadt, Vice President of HBO Global Licensing. “For this fourth beer, we found the perfect opportunity to give those diehard fans the power to choose what beer they wanted to drink, and we can’t wait to share this special brew with them this fall.”

Valar Morghulis is brewed with pilsner and other specialty malts and hopped with Apollo and Hallertau Spalt Select hops. The hue is deep amber-brown with a persistent, creamy, off-white head. Aromas include caramel, toffee, ripe fruit, banana and slightly burnt sugar. The taste is well-balanced with rich malty sweetness, caramel and sugar, and just a touch of bitterness to balance. The finish is surprisingly dry and light on the tongue, belying the aroma and initial taste.

“The Dubbel is one of the most recognized beer styles in Belgium and this is a very tasty version of that style,” said Mike McManus, Ommegang Innovation Manager. “Valar Morghulis is a complex beer, much like the stories surrounding the phrase.”

The label art will feature the two-headed coin, given to Arya Stark by Jaqen H’ghar, one of the “Faceless Men of Braavos” – legendary assassins with the ability to change their appearance at will. Each cork will be fire-branded with “Valar Dohaeris,” which is the traditional response phrase to “Valar Morghulis” meaning “all men must serve.”

Valar Morghulis image_small

Valar Morghulis will be available nationally this fall (exact launch date still TBC) on draft (sixth-barrels) and in corked bottles (25.4 ounces). The recommended retail price is $8.50 per bottle.

New Belgium donates 100% of California Route’s profits

California Route, the collaboration organic lager between New Belgium Brewing and Patagonia Inc. raised $23,055. The money went to flood recovery efforts in Larimer County, Colo., which is home to New Belgium Brewing and where devastating floods caused extensive damage last September. One hundred percent of the special edition brew’s profits went to the United Way Long-Term Recovery Fund for Larimer County Floods.  
 
“So many of our neighbors are still suffering from the Larimer County flooding last fall, and this gift will go a long way to helping these families find stability again,” said Gordan Thibedeau, President & CEO of United Way of Larimer County. “The Long-Term Recovery Group is working with flood survivors every day to address their ongoing needs for rebuilding their homes and lives after this devastating disaster. This donation will make an incredible difference for these recovering Coloradoans.”
 
California Route was a great success, and sold a total of 7,937 cases across 17 states and the District of Columbia. Almost half of all sales came from Colorado (46%), with 23 percent of all cases sold in Fort Collins. The next two top-selling states were North Carolina and California, each with 640 sold cases, or 8 percent of all sales. With Colorado and Larimer County a clear recipient of most sales, the donation made sense to stay in New Belgium’s hometown.
 
“What’s incredible is how many people stepped up to help. With almost half of sales coming from Colorado this was a great case of neighbors helping neighbors in need,” said Bryan Simpson, New Belgium’s PR Director. “Many of us at the brewery were either personally affected by the flooding or knew people who were, so donating all the profits of California Route to help with the relief efforts just made sense.”
 
Patagonia approached New Belgium with the idea of a beer collaboration in order to celebrate its 40th anniversary, and played a key role throughout the development of the beer, which came out in November, 2013. California Route organic lager was canned for adventure and, consistent with Patagonia’s long-standing commitment to organics, the beer was brewed with certified organic ingredients.
 
For more information on New Belgium Brewing, visit www.newbelgium.com.