Beer soon, but first

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A smiling man presents the hang loose sign with thumb and pinky outstretched
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We knew the iconic New Belgium cruiser bike was missing something…turns out, it was a Bell.

Today, we're so excited to welcome Bell's Brewery to the New Belgium family!

This milestone represents the coming together of two craft leaders that share a commitment to world-class beer and a people-first approach to business. Bell’s decision to join New Belgium was based on trust in our steadfast commitment to the stewardship of Bell’s iconic beer brands, our commitment to Bell’s ongoing operations at their Kalamazoo and Upper Hand breweries, as well as Bell’s excitement around the opportunity further accelerate their own social and environmental impacts. Bell’s arrival expands our combined company’s extraordinary lineup of brands to include Voodoo Ranger, Fat Tire, Two Hearted Ale (voted the Best Beer in America four times running), and Oberon Ale, among other favorites.

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A word from Larry Bell

“This decision ultimately came down to two determining factors. First, the folks at New Belgium share our ironclad commitment to the craft of brewing and the community-first way we’ve built our business. Second, this was the right time. I’ve been doing this for more than 36 years and recently battled some serious health issues. I want everyone who loves this company like I do to know we have found a partner that truly values our incredible beer, our culture, and the importance of our roots here in Michigan.”

A Brief



Bell's Brewery, Inc. began in 1985 in Kalamazoo, Michigan, with Larry Bell, with a quest for better beer and a 15-gallon soup kettle. Since then, Bell's has grown into one of the largest craft breweries in America, distributing to 43 states, in addition to Puerto Rico and Washington DC. The dedication to brewing flavorful, unfiltered, quality craft beers that started when Larry was a homebrewer continues today with iconic brands such as Oberon Ale and Two Hearted Ale, as well as Light Hearted Ale and Official Hazy IPA. Bell's currently brews more than 20 beers for distribution out of its Comstock brewery as well as many small-batch beers that are served at the Eccentric Cafe in Kalamazoo. Over the years, Bell's has become an industry leader in safety, quality and human resources, and has paved the way for the hundreds of craft breweries across Michigan. Bell's ongoing goal is to brew thoughtful, creative, and artistic ales, and strives to make craft beer welcoming and open to all.

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And for our next trick...

Over our 30 years in business, New Belgium has pioneered a unique ‘human-powered’ business model grounded in the idea that putting coworkers, communities and customers first leads to the most successful and resilient business. That model will now grow to include Bell’s approximately 550 coworkers and 500,000-barrel brewery in Kalamazoo, Mich. But that's not all! By joining New Belgium, Bell's will expand on many of its own strong commitments to coworkers, communities, and customers by working quickly to adopt many hallmark human-powered business practices – including:

Seeking B Corporation certification
100% carbon neutrality by 2030
$1 per barrel philanthropy
100% score on the Human Rights Campaign Corporate Equality Index
...and many more!

Meanwhile, fans can expect the same deep involvement with the Michigan community, driven by events like Oberon Day and Kalamazoo Pride, that has been core to Bell’s business from the beginning.

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A Word from Steve Fechheimer

“In Bell's, we see a likeminded group of people dedicated to making the world’s best beer – and doing business in a way that improves the wellbeing of the people who power our business. We couldn’t be happier to welcome the entire Bell's team. Joining together will immediately strengthen our ability to serve and expand the craft community, deliver more value for our partners, and continue to redefine how business is done in a world facing historic economic, social, and environmental challenges. And, personally, I can’t wait to celebrate Oberon Day in 2022!”