Axios reports that “Fat Tire Ale, the iconic craft brew that inspired a generation of independent beer fans, is getting a new recipe and a new look meant to attract climate-conscious consumers … The prior easy-drinking amber is now a crisper golden ale meant to appeal to the tailgate crowd — but the brewer says longtime fans will notice original flavor threads.”
At the same time, ” Fat Tire maker New Belgium Brewing Co. introduced a new tagline and packaging Tuesday, reading ‘high quality, low impact’ – a reference to the beer’s zero-emissions production process.”
“The move is aimed at ‘the current generation of new craft drinkers,’ New Belgium CEO Steve Fechheimer tells Axios. The younger generation ‘is a group that really cares about the brands they purchase’.”
KC’s View:
I’m all in favor of being carbon neutral, but I must admit to being a little concerned by Fat Tire changing the recipe for its flagship brand. I’m a big Fat Tire fan, and worry a little bit that this could be a New Coke deal … how long before New Belgium introduced Fat Tire Classic?
(That said, I haven’t tasted the new version. But I will. Soon.)
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