Hats off and beers up. California Route, the collaboration organic lager between New Belgium Brewing Co. and Patagonia Inc., has raised $23,055 for flood recovery efforts in Larimer County, Colo., which is home to New Belgium Brewing and where devastating floods caused extensive damage last September. One hundred percent of the special edition brew’s profits went to the United Way Long-Term Recovery Fund for Larimer County Floods. Cheers.
“So many of our neighbors are still suffering from the Larimer County flooding last fall, and this gift will go a long way to helping these families find stability again,” said Gordan Thibedeau, president and CEO of United Way of Larimer County. “The Long-Term Recovery Group is working with flood survivors every day to address their ongoing needs for rebuilding their homes and lives after this devastating disaster. This donation will make an incredible difference for these recovering Coloradoans.”
California Route was a great success and sold a total of 7,937 cases across 17 states and the District of Columbia. Almost half of all sales came from Colorado (46 percent), with 23 percent of all cases sold in Fort Collins. The next two top-selling states were North Carolina and California, each with 640 sold cases, or 8 percent of all sales. With Colorado and Larimer County a clear recipient of most sales, the donation made sense to stay in New Belgium’s hometown.
“What’s incredible is how many people stepped up to help. With almost half of sales coming from Colorado, this was a great case of neighbors helping neighbors in need,” said Bryan Simpson, New Belgium’s PR director. “Many of us at the brewery were either personally affected by the flooding or knew people who were, so donating all the profits of California Route to help with the relief efforts just made sense.”
Patagonia approached New Belgium with the idea of a beer collaboration in order to celebrate its 40th anniversary and played a key role throughout the development of the beer, which came out in November 2013. California Route organic lager was canned for adventure and, consistent with Patagonia’s long-standing commitment to organics, the beer was brewed with certified organic ingredients.