Head for the mountains of … Patagonia beer?
Patagonia, a company known for its fishing, snow, surf and other outdoor sports gear, is partnering with craft brewer New Belgium Brewing on a limited-edition beer called California Route aimed at celebrating Patagonia's 40th anniversary.
The beer, which is packed in blue cans resembling Patagonia's logo, is brewed by New Belgium. But Patagonia played a "key role throughout the development," according to a statement from New Belgium, whose other beers include Fat Tire.
Just don't look for Patagonia to make beer a permanent play. New Belgium has the rights to the profits from the brew, said Patagonia spokeswoman Jess Clayton. "It's just a fun, unique way to celebrate [the company's 40th," she said. "And we like New Belgium's beer. We've been drinking it here at parties for a long time."
A New Belgium spokeswoman said the company will donate profits from sales of the beer to the United Way of Larimer County's Long Term Flood Recovery fund. New Belgium is in Larimer County, Colo., which was hit with severe flooding in September.
The Patagonia brew is described as an "organic California common-style beer" made from lager yeast that has an "aromatic blast of citrusy Cascade hops." It will be sold in in limited quantities in 12 markets including New York City, Chicago, Boston, Seattle, Portland, Denver, San Francisco and Patagonia's home base of Ventura, Calif., according to Patagonia.
The name comes from the so-called California Route, taken by the first climbers of Mount Fitz Roy in 1968, including Patagonia founder Yvon Chouinard. The mountain, which is in the Patagonia region of Argentina, is the inspiration for the company's logo.
"When my sister, Claire, had the idea of brewing a 40th anniversary beer, the folks at New Belgium immediately came to mind," Fletcher Chouinard, the son of Yvon Chouinard, said in a statement. "Not only are they forward-thinking in their business and brewing practices, but their beers have been a go-to for our crew and customers around the country for a long time."
The brew is another example of the creative thinking and partnerships that have helped propel the craft beer industry to growth despite relatively little traditional advertising.
This article has been updated to include comments by a spokeswoman for New Belgium.