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These New Belgium Greater Lengths Employee Stories are poignant and smart

August 29, 2017Keith Gribbins

Even as the eighth biggest brewery in America, New Belgium Brewing Co. still makes great people products. Its size hasn’t gotten in the way of that culture. The Fort Collins, Colo.-based brand has been completely employee owned since 2013, and it’s constantly grabbing awards for being one of the best places to work in the country. Co-founder Kim Jordan even hand-makes “mojo” celebratory bracelets for employees on their year anniversaries; they also get a free, fat-tired bike.

Just like its beer selection, the people behind New Belgium are big characters. Just check out these excellent videos from the company’s Greater Lengths Employee Stories. Beautifully shot and directed, four different mini movies tell the tales of four New Belgium co-workers (from a collectibles-obsessed VIP ambassador to a mountain man packaging technician). These people just look like fun folks to work with, and that’s the point. These are the owners, and this is who you support by buying New Belgium products.

Some classic lines:

  • It’s the best thing in the world to have your hands smell like donkey in the morning.
  • When people come over to have a beer, hangout or play a board game, the general reaction is, oh, you collect spoons … sometimes I blame my wife.

Enjoy!

Every picture tells a story, but what about every spoon? Or national park badge? Or crushed penny? If you’re New Belgium co-worker Michael Craft (aka Crafty) then, yeah, all of those items have the potential to carry the significant weight of a memory, a journey, an anecdote.

At the end of a long day, how do you unwind? A Netflix marathon? A trip to the gym? Drinks with friends or family? New Belgium co-worker Cassie may have a drink in hand while relaxing after a hard day, and she’s certainly among family, but it’s not quite what you think.
Part photographer, part mountain adventurer, Aaron is exactly what every transplant to Colorado dreams of becoming: A true back country mountain explorer.
Aimee moved to Los Angeles 11 years ago as a transplant from Boston, determined to explore on a bike seat a vast city built for cars. More than a decade later, she’s the founder of the L.A. Explorers Club, a group of local cyclists with a similar thirst for discovering the overlooked, colorful treasures of the city; places tourists would never venture, nor your average local.
Watch: Kim Jordan hammer a bourbon barrel, talk limited collab Oakspire
I would like to play these New Belgium Brewing 8-bit Voodoo Ranger videogames
BUNNY The Hemperor HPA from New Belgium Brewing YouTube
All hail the Hemperor! New Belgium Brewing’s hemp-bearded mascot comes alive in these excellent video ads
Watch: We go inside New Belgium’s East Coast brewery to discuss launching the location, how to differentiate

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