June 17th, 2010
Denver B-cycle . New Belgium Brewing Company
New Belgium Partners with Denver B-cycle to Start a Two-wheel Revolution
New Belgium Partners with Denver B-cycle to Start a Two-wheel Revolution
Denver B-cycle label on approximately 16,000 cases of 12oz Fat Tire
bottles in celebration of Colorado Bike Month
DENVER – June 2010 – New Belgium Brewing has partnered with Denver B-cycle to help support the first large-scale, citywide bike sharing program in the U.S. For the month of June, New Belgium will promote Denver B-cycle and encourage people to bike more with custom back label messaging on 16,000 cases of 12oz Fat Tire bottles.
“New Belgium was born on a bike so it was only natural that we joined forces and support Denver B-cycle and their two-wheel revolution in the Mile High City,” said New Belgium spokesman, Bryan Simpson. “Not only are bikes fun, but they help stave off some of our most wicked ills – traffic, laziness, and pollution. Kicking off this partnership with Denver B-cycle on our Fat Tire bottles is a perfect way to celebrate Colorado Bike Month.”
The 16,000 cases of 12oz Fat Tire bottles with a B-cycle back label will be distributed in Denver and the surrounding areas during the month of June. New Belgium Brewing logos will adorn 10 cherry red Denver B-cycle bikes and the Fort Collins brewer will be listed as a program sponsor on the Denver B-cycle website. New Belgium beverages will also be served at Denver B-cycle events.
“Denver B-cycle is honored to be partnering with New Belgium, one of Colorado’s most respected, award-winning, sustainable corporate leaders,” said Parry Burnap, executive director of Denver Bike Sharing. Denver Bike Sharing is the non-profit that owns and operates the Denver B-cycle system. “New Belgium factors in the three sustainability pillars of environment, economics and community into all of their business decisions, and their ongoing support of bicycles, like the Tour de Fat ride and Team Wonderbike, is an extension of that ethic.”
Currently at approximately 400 B-cycles at 42 stations, Denver B-cycle offers residents and tourists a green, healthy and affordable way to get around town. Users can sign up for 7-day ($20), 30-day ($30) or annual memberships ($65) online. Users can also purchase the $5 24-hour membership at any B-cycle station with a credit card. Once registered in the system as a member, there is no charge for the first 30 minutes of every ride checkout. Nominal usage fees apply for longer rides. Simply check out a bike from one of the many Denver B-stations and return it to a B-station near your final destination. From running errands to commuting to work, Denver B-cycle is a quick, easy and healthy way to get around the city.
For more information, updates and to register for Denver B-cycle visit http://denver.bcycle.com. For more information on New Belgium Brewing Company, visit http://www.newbelgium.com.
PHOTO CAPTION: New Belgium Brewing Company placed Denver B-cycle promotional labels on approximately 16,000 cases worth of 12oz Fat Tire bottles for June, in conjunction with Colorado’s Bike to Work Month.
About Denver Bike Sharing
Denver B-cycle, presented by Kaiser Permanente in association with a variety of community sponsors, is owned and operated by Denver Bike Sharing, a Colorado charitable, 501(c)(3) non-profit organization. Denver Bike Sharing exists to promote health, quality of life and preservation of the environment in Denver expand by building and operating a comprehensive, city-wide bike-sharing system, Denver Bike Sharing is offering residents and visitors an alternative form of public transportation, which is both environmentally friendly and affordable. It complements and integrates into the city’s overall transportation system and helps to implement the Greenprint Denver’s Climate Action Plan. www.denver.bcycle.com.
About New Belgium Brewing Company
New Belgium Brewing Company, makers of Fat Tire Amber Ale and a host of Belgian-inspired beers, began operations in a tiny Fort Collins basement in 1991. Today, the third largest craft brewer in the U.S., New Belgium produces eight year-round beers; Fat Tire Amber Ale, Ranger IPA, Sunshine Wheat, Blue Paddle Pilsner, 1554 Black Ale, Abbey, Mothership Wit and Trippel, as well as a host of seasonal releases. In addition to producing world-class beers, New Belgium takes pride in being a responsible corporate role model with progressive programs such as employee ownership, open book management and a commitment to environmental stewardship. For more information, visit www.newbelgium.com.