Go Back
  • Some things are happening soon, and other things are happening now.

    Here are the details...

    Soon: 

    The next and newest Beer Stream is this Wednesday. Matty and I will be talking all about the G. Love Collaboration- Peach Porch Lounger. The live tasting will go over the beer: raw materials, special processes, brewers anecdotes, etc... We'll talk about the history of the beer, the time I drank beer with G. Love, the art on the bottle, etc... And during all the talking we'll be drinking, sharing tasting notes, and generally be making pleasurable noises in regards to this beer. It will be really fun. If you follow the link above you can watch the last stream we did (or bookmark the page for Wednesday's tasting), so you can get the idea of what it is that we're doing (or get ready for the next one). This is going to be really fun, so please, join us.

    Now: 

    Shift Beer!


    We're running the Shift flag up the pole again. The website has some great stuff on it, you should check it out. We're hosting all the rest of our wonderful videos, like the sock puppets, and the Shift song, and some hot, hot Ping Pong action... There are a few food pairings to consider too, and you can read this blog (again). We're doing some other great stuff too, check it out.

    Also now:

    Getting ready for GABF! The Great American Beer Festival is coming next week, and I am taking today to gather all the details I need to share with you later this week.

    Hope you're well, and we'll talk again soon,

    Juicebox

    Full story

     

  • The Queen stage brought to you by New Belgium Brewing

    Did you know that the road from Gunnison to Aspen is really long? Today the racers strolled through 130 miles of major Colorado mountains, like Cottonwood and Independence passes, both in one day, and both above 12,000 feet (or, about 3,700 meters for the European readers). Today's distance was so big that, in fact, it was the Queen Stage. The "Queen Stage" is bicycle racer talk for the longest stage of the whole race. Today's Queen Stage was brought to you by New Belgium, very cool. We are sponsoring the whole Pro Challenge, but with our sponsorship package comes the chance host a stage, and we got this one. So long, so cool.

    Unlike yesterday, we did catch the start today in Gunnison. And then hustled the alternative route to Aspen, long roads, lots of team vehicles, and some dangerous passes (both in elevation and speed). But before we rip into the stage highlights, let's review our story arc: first comes the intro (you're reading it now), then Simposonic's video, then my (Juicebox's) awesome story and photos starting from last night's party and progressing until just after today's finish. So, without further ado...

    The Video!


    Now, The Story (and photos)!

    After the super awesome finish and stage recap yesterday, Simpsonic and I headed out into Crested Butte to get some pizza, a few great beers and give away another cruiser. The New Belgium Beer Rangers were already posted up (as the previous nights) at the Brick Oven in Crested Butted, drawing the crowd in to buy beers and raffle tickets. The 10 o'clock hour struck and it was time for some good ol' fashioned rock-paper-cruiser... Here is another glamor shot of Ranger Jeff with the big winner:

    She was pretty stoked to take that bike home, her grin was ear to ear on the way out of the bar.

    After the bike give away the owner (Brian) of the Brick Oven came to visit our table and he came bringing gifts (beers). Some aged sours from NBB, the Bruery, Lost Abbey, and a few Belgians that I can't pronounce (much less spell). It was super fun, and super nice of him to give us such red carpet treatment.

    Then, as the previous nights, it was time to head back to our accommodations and sleep. We needed to be ready for the long day coming.

    And then the alarm went off very early, 6:15am. Jeepers. But we had to hit it early today because the fine folks over at Team Optum offered up some meet and greet time. But to get to that meet and greet we had to be in Gunnison (45 minutes from CB) at 8:00am. We made it, under the gun and under caffeinated, but we made it. The Optum guys had just pulled in and they we chamios-ing up when we got to their RV. Mike Creed (with his wonderful hair) and Mike Friedman were gracious to spend some time with us (see the video). That was super nice of them and really fun. We got this opportunity because Optum's full name is Optum, presented by Kelly Benefits, and Kelly benefits just so happens to provide New Belgium's prescription plan benefits. Awesome, huh? A great connection and a wonderful group of people... I would show you some awesome pictures, but the video has all the gems, so go back up to the top of the page and watch that again.

    And then, as I was wandering around the start area I got a nice shot of Jens Voigt. He's my favorite: 

    What you can't see in this photo (because all the people standing in the way) is that Jens is standing there, talking to Barry Bonds. No kidding, Barry Bonds, who knew he was a cycling fan (and who knew Jens was a baseball fan)...

    After our time with the Optum fellas, and strolling around the start, Simpsonic and jumped back into the NBB team car and pushed to Aspen, the long way. The route we took brought us through the Black Canyon of Gunnison National Park (and lots of other places too). It was such beautiful scenery, just gorgeous. Though, while driving we kept running into team buses, they don't drive very fast. Here was my view of the Radioshack bus:

      

    All the more I have to say about this driving experience is that I hope the Radioshack riders are faster than their bus (holy smokes)...

    We were pressed for time today (as with everyday) so we had to make the most of our drive. Here is Simpsonic, editing video as I drive like a jerk through very twisty terrain (I'm surprised he didn't vomit):

    When we finally pulled into Aspen the race winner was only 2KM out and we were running, fighting crowds and trying to get a good picture. I failed, I got nothing from the finish line, and I am sorry (Simpsononic did get some video). But my good pal Foos captured this stunning shot of Tom Danielson (today's winner) as he was slapping hands and enjoying his win:

    Danielson put in an absolutely Herculean effort today, off the front, almost caught, but he never gave up. Hats off to him, it was the ride of a season (maybe a lifetime). And I hope to be described like that someday... 

    And then New Belgium's own CEO, Kim Jordan (as per our Queen Stage hosting) got award Mr. Danielson his winning gifts today. It was a great moment:

    And after all the jerseys were distributed, and all hands were shook, another winner emerged, Shift Pale Lager:

    And then the stage and festival drew to a close, it was another awesome day. But before I leave you I would like to present some more photos that need no description:

    And from there, we're out. See you tomorrow from atop Independence Pass (those poor riders have to race that again (bummer for them, awesome for us...)!

    Juicebox/Simpsonic

    Full story

     

  • Clock out, it's finally time for a SHIFT BEER!

    16oz cans of Shift Beer are taking over the world! Or, at least, I hope they do, because this beer is awesome. April 2 is the official release of Shift (that's today!!!!!), it's packaged in 16oz cans only, and should be available through our entire distribution area as of right now. This is a pale lager, light bodied, but full flavored, 5% ABV. Shift is a session beer, lightly hopped with Nelson Sauvins from New Zealand, and while being a hop forward lager, this beer is very drinkable, no matter your tastes in beer. 

    I have been talking a little about Shift in recent weeks, here on the blog, and on the ol' Facebook, you know, building a buzz, getting the facts out to you as they become available. And finally, today, I can tell you that Shift is on your shelves and ready for the drinking. But before you head out into this wide, wide world looking for it, let me give you the full run down for Shift. I want to give you all the information you need to successfully find these big cans of beer and enjoy them to their fullest potential.

    First, lets talk about the can, it's 16oz's– a tall boy, pounder, pint can, el gigante, or, as I like to call it –> the perfect sized beer. Fat Tire, in 12oz cans, has been around since the summer of '08, and we have added Sunshine and Ranger IPA since, and craft beer cans (generally) have been around even longer. Our can production has been blowing up since we started offering them, and in just four years we outgrew the capacity of our original line. We started looking for a shiny new line last year. The new one we decided on fills lots of 12oz cans per minute, way more than the old line, but we found out pretty quickly that it also filled 16oz cans. So we did what anyone in this position would do, we decided to put beer into those bigger cans. And then we took it one step further, we decided to brew a beer that would fit so well into that bigger sized package it would be exclusive to it. Hence... Shift Beer in 16oz cans only! Boom! The big cans are great for more than just increasing your drinking efficiency, they also make your hands look dainty and cute, and who doesn't need a little of that in their life?

    And then on to the total package. This is a canned-up, crazy, craft world we live in and there are some folks still having a difficult time deciding which package is best for their beer: cans, kegs, or bottles. Decisions are hard, but the good news is that this decision has no "wrong" answer. All beer packages are good, and none is really better than another. Some folks (like me) prefer their beer in cans, which makes this Shift release all the sweeter, some don't. We created a decision map full of information relavant to your beer package choices. I hope it helps guide your decision: 

    But wait, there's more! In conjunction with Shift's release we have created a new mobile app for your smart phone! This is exciting on several fronts. First, the highlights of the New Belgium/Shift App: You can set your clock-out alarm as a "work is done" reminder and then the post-shift Shift drinking can begin. You can use the New Belgium/Shift app to share photos of you and your cohorts enjoying some cans of Shift. And you can share a Shift with your pals on the social networks.  You can even use the app to locate a can of Shift. This last one is super terrific. The app reads your location (via your phone's GPS), and then reads our Beer Finder data, and then gives you a lead on your closest package stores and bars serving up these tall cans of awesome! Geo-locating... Who would've thought it would help you find beer? Am I right? The other awesome part of this app is that it auto-updates. So when new parts of the app or totally new and awesome things for the app are released in the future, say a new Ranger campaign, the app updates and morphs into the new app without you having to go back into the app store and download a different app. Oh, and it's free! So that's great too. We have made this app for iPhones and for Androids, so head on into your respective app getting places and download the fun.

    And then there's this, which is awesome too.

    That is the ad, featured in magazines on every level of the news stand's shelf. And like all of our advertisements it is, in fact, a 3-D thing. That time clock, and typewriter (and everything else) are screwed directly to the giant green board. It stands 6 feet (at least) with a 4 foot breadth, it's gigantic. I bet the Shift piece is the biggest shadow box, 3-D advertisement we've built to date. The other awesome thing about the ad is the hidden hashtag. I am a Twitter nerd, I love hashtags. If you don't know what a hashtag is ask one of your friends that's into Twitter, they'll tell you. But find the hidden hashtag and then jump in on this #ShiftBeer conversation. It will be a hoot!

    And then finally, Pandora. Who doesn't listen to Pandora? I listen mostly at work. Now there is a Shift Beer station for work, here's the link ––> Shift Work-Time Radio. The Shift Work station is full of tunes to keep you working and accomplishing during your clocked in time.

    But after work you want party music. So we made an after work station for Shift listening too. Here is that link ––> Shift Party-Time Radio. This post work, party time Shift station will keep the fun turned to 11. So tune in and don't forget to turn it up, like real loud...

    And that is everything you should need to Shift it up. Get after it, make good turns and good luck.

    XOXO,

    Juicebox

    Full story