Can a Total Rebrand Save This Iconic Colorado Beer?

Once upon a time, New Belgium Brewing ruled the craft brew scene in Colorado, and Fat Tire was its flagship beer. When the Fort Collins–based brewmasters debuted their signature amber ale in 1991, it inspired imitators, dominated shelves, and satisfied beer lovers for decades… until it didn’t. This week, New Belgium announced they were giving Fat Tire a whole new look and taste. Today on the show, host Bree Davies talks with Denver Post editor and unofficial Colorado Beer Man Jonathan Shikes about what it means for an old favorite to be reformulated, repackaged, and re-introduced to a new generation of craft beer drinkers

Denver Post’s cannabis and beer reporter Tiney Ricciardi wrote about the big changes at New Belgium earlier this week. 

And Jonathan mentioned Axios reporter John Frank’s assessment of the new Fat Tire.

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