New
Belgium Brewing and Outside Magazine
New Belgium Brewing
today announced that it has partnered with Outside Magazine to present a
unique social media experience for friends of the brewery and publication.
In tandem with the release of Mighty Arrow, New Belgium’s spring seasonal,
the two companies have launched a Facebook application that offers dogs
something to wag their tails about (http://www.facebook.com/newbelgium?v=app_120904631311748&ref=ts).
“Mighty Arrow Pale Ale has always paid respect to the deep friendship
between people and dogs and this is an online celebration of that mutual
love,” said Bryan Simpson, New Belgium Spokesman. “Outside loves them up
some dogs as well, so this collaboration brings together a few of our
favorite things - beer, dogs and philanthropy.”
In this campaign, the quirkiest, most skilled and clever canines are
destined for their fifteen minutes of fame, with New Belgium’s overall
Facebook base of more than 250,000 and Outside Magazine’s base of nearly
19,000. Facebook friends and visitors can post pictures and videos of their
pups with the opportunity to win great dog-centric incentives. Giveaways
include recycled Frisbees, dog collars made from recycled tire tubes and a
year subscription to Outside Magazine. One winner will be selected each week
for six weeks starting Friday, January 28. Meanwhile, New Belgium Brewing
and Outside Magazine will donate a dollar for every participant (up to
$10,000) to the Humane Society of the United States. dollars, and later purchased the
brewery outright.
“Promotion of New Belgium Brewing’s spring seasonal Mighty Arrow was a
natural partnership. The Outside audience is passionate about adventures
with their dogs and enjoy celebrating after a great day in the outdoors,"
said Cici Shick, Associate Publisher of Outside. "This program reaches our
dog lovers wherever they may be interacting with Outside - in the magazine,
on Facebook or on our iPad app.”
Mighty Arrow Pale Ale is returning for its third year as the brewery’s
spring seasonal release beer. Created as a tribute to the beloved pet of New
Belgium Brewing’s CEO Kim Jordan, Arrow was an Aussie/Border Collie mix that
literally “ran” New Belgium for 12 years.
Mighty Arrow cuts its own course through heightened hop aroma and flavor.
The beer features Cascade and Amarillo hops with a medium malt base. Staying
true to the American style of pale ale, Mighty Arrow has a clear golden
color, six percent alcohol by volume and 35 IBUs.
Mighty Arrow retails for approximately $7.99 and will be available in most
New Belgium markets.
About New Belgium Brewing Company
New Belgium Brewing Company, makers of Fat Tire Amber Ale and a host of
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.
About Outside Magazine
Outside is America’s leading active lifestyle magazine with 2.5 million
readers every month. For more than 30 years, the magazine’s mission has been
to inspire active participation through award-winning coverage of travel,
sports, adventure, health & fitness, gear & apparel, personalities, the
environment, and the style & culture of the world Outside. Along with
receiving many other accolades, Outside is the only magazine to win three
consecutive National Magazine Awards for General Excellence. Visit the
magazine online at www.outsideonline.com.
