Tag Archives: Patagonia

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.

New Belgium and Patagonia partner to create California Route Organic Lager

Patagonia Inc., the outdoor apparel company, and New Belgium Brewing are excited to announce California Route, a limited-release organic lager.

For 40 years, Patagonia has led the way in developing innovative outdoor gear and in environmental responsibility. To toast the company’s accomplishments, New Belgium partnered with Patagonia to create California Route, an organic California common-style beer. Boasting California lager yeast with subtle fruity esters and a refreshing light lager finish, California Route organic lager is canned for adventure. The beer has an aromatic blast of citrusy Cascade hops and a heavy dose of noble hallertau. The addition of organic Munich specialty malt builds complexity with hints of freshly baked bread. Consistent with Patagonia’s long-standing commitment to organics, the beer is brewed with certified organic ingredients.

“New Belgium has long admired Patagonia and it is an honor they thought of us for this collaboration,” said Bryan Simpson, New Belgium’s media relations director. “We’ve exchanged ideas and best practices over the years and most recently collaborated on the Save the Colorado campaign. Having an organic beer to celebrate four decades of Patagonia’s good work is very gratifying.”

Patagonia played a key role throughout the development of the beer, and when it came time to name the beer, California Route was at the top of the list. The name of the beer pays homage to the California Route on Patagonia’s Mount Fitz Roy. First climbed in 1968 by Yvon Chouinard, Doug Tompkins, Dick Dorworth, Lito Tejada-Flores and Chris Jones, the California Route is considered a Patagonia classic, with good rock and fun free-climbing in a wildly beautiful setting.

“When my sister, Claire, had the idea of brewing a 40th anniversary beer, the folks at New Belgium immediately came to mind,” notes Fletcher Chouinard. “Not only are they forward-thinking in their business and brewing practices, but their beers have been a go-to for our crew and customers around the country for a long time. They were great to work with and we couldn’t be more stoked about the project!”

California Route is 5.5% ABV and sold in 12-ounce cans. Pricing varies by location. California Route will be sold in the following markets: Seattle, Portland, Chicago, Boulder, Denver, Boston, NYC, Santa Monica, San Francisco, Palo Alto, Cardiff and Ventura. For more information on the beer, click here: patagonia.com/beer. This one-time, limited release will be available mid-November.