Why Did New Belgium Charge $100 for Fat Tire Six-Packs on International Beer Day?
By The Denver Egotist / /
As the first nationally distributed beer to earn carbon neutral certification in the U.S., Fat Tire Amber Ale — the flagship beer for New Belgium Brewing — wants us all to know the true cost of beer if we don’t do anything about climate change. Beer, which is made of water, hops, yeast and barley, is threatened by a warmer climate, which makes the ingredients scarce and harder to grow.
To drive action and raise awareness, Fat Tire worked with a few like-minded retailers in several markets to voluntarily hike the price of Fat Tire six-packs to $100 on August 7, International Beer Day.
Fat Tire’s ten-fold price increase is designed to spark customer attention around the growing agricultural disruptions caused by climate change, which will drive the prices of staple beer-making ingredients to unaffordable levels. The price change reflects the potential true cost of beer in the coming decades if climate change isn’t addressed immediately.
“The True Cost of Beer” is part of a new and larger sustainability initiative called “Drink Sustainably.” A new website, DrinkSustainably.com, will be a hub for Fat Tire to share best practices and become an open-source platform for carbon neutrality in the beer industry. Fat Tire hopes to inspire consumers to vote with their dollars and lower their carbon footprint to create a more sustainable future.
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