New Belgium Brewing Company is a regional brewery located in Fort Collins, Colorado. In 2006, it produced approximately 436,000 barrels of its various labels.Fat Tire, an Amber ale, is the company's flagship beer.

The brewery was founded by husband-and-wife team Jeff Lebesch and Kim Jordan in 1991 and emphasizes eco-friendly practices and employee ownership in its marketing materials. It is located in northeast Fort Collins near the Cache la Poudre River on the grounds of the former Great Western Sugar plant.

New Belgium Brewery has made it a goal to be entirely wind-powered. Rather than directly using wind-generated power, the brewery elects to pay an increased rate for their electrical energy, which is supplied by the City of Fort Collins Utilities in order to ensure it comes from the cleanest source possible. About 10% of the brewery's power comes from methane gas created as a byproduct of their on-site water treatment plant.

Tour de Fat
Tour de Fat is an annual pro-bike tour sponsored by New Belgium. The events, which take place in various large cities around the West, include music, New Belgium beer, circus-type performances, bicycle dance troupes, and the main event: a giant group bike ride/parade where everyone dresses up in costumes and rides through town. One huge part of the event is a bike trade, in which a local participant transfers the keys and title to their vehicle to New Belgium, in exchange for a new commuter bike and trailer in order to promote bike riding and sustainability.

Beers
The Fat Tire recipe originates from a co-founder's bicycle trip through Belgium from brewery to brewery. The company promotes its Fat Tire ale locally by the public placement of colorful vintage bicycles outside its brewery, which is located adjacent to the public bike path along the Cache La Poudre River.

In 2006 NBB changed its logo. They did so because the company realized that beer drinkers could identify the Fat Tire label, but "didn't recognize the brewery label, or make the connection that New Belgium brewed Fat Tire and other best-selling brands, such as Sunshine Wheat." The company's new logo "pays homage to the well-known Fat Tire brand bicycle" drawn by Anne Fitch.