New Belgium's Iconic Fat Tire Gets Full Makeover After Sales Tumble

Updated on their website:

"Craft beer has also come a long way since Fat Tire first helped put it on the map. Much like we have continued to advance our climate investments, we’ve evolved our iconic recipe to create the best Fat Tire we know how to make and mobilize a new generation to join us in a movement around climate action."



https://www.newbelgium.com/beer/fat-tire/

 

@gyorgymarlowe, thanks for posting that update above. It lists:

"MALT: Pale, C-80, Munich, Raw Barley"

No mention of maize (corn) as an ingredient.

Cheers!

@JZH1000

 

Is raw barley a common grain ingredient?

 

This is a sad day. I always really enjoyed fat tire on tap. Ambers losing more of a foothold is sad to me in general, but fat tire was one of those historical “I’d drink it anytime” favorites.

 

I'm really disappointed with the change; I guess I'm part of a really small minority that likes amber ales/more "balanced" beers. As far as Colorado-brewed beers in that style go, I still have 90 Shilling and Colorado Native Amber. (At least for now.)

 

And did a touch under $47M in retail sales over the last 52 weeks. If that's dead, arrange my funeral.

 

In today's market, growing retail distribution is difficult--even for the big brewers.

To grow retail distribution to the point of near ubiquity is nigh-impossible without a certified monster brand and to keep it long-term is a constant fight.

If they simply killed the brand and re-launched with a new name and a new recipe, they would have to build it from scratch. A reposition of Fat Tire maintains all of the retail placements with a switch overnight. Old Fat Tire was near ubiquitous and now new Fat Tire will be near ubiquitous without having to start from ground zero. This "new" brand will be nationally available--complete with major chain placement--with the flip of the proverbial switch.

Will there be some consumer confusion? Absolutely.

I'd bet the amount of drinkers lost due to consumer confusion would pale in comparison to the opportunity cost of starting over.

 

Bill,

Thanks for your industry insight here, I really appreciate it.

Cheers!

Jack

 

Yea but the 1554 under the Fat Tire is an excellent beer!

 

This is a classic example of the antics of Harvard MBAs, when they run what is actually a 'craft'. Anyone remember Anheuser-Busch's "Red Wolf" debacle?

 

I forgot Bell's also sold to Kirin Holdings. Enjoy your Two-Hearted while you still can.

 

I noticed at one of my local shops yesterday that they are attempting to make room. Out with the old, in with the new version. Old version available only, $2 off sixers and 12s.

 

But, how does it taste?

 

Man the original Mountain Standard was great too! The latter- meh, just ok.

Same thing Avery did with the Kaiser- used to be 10%+ abv and in bombers, now a "more approachable" 8%abv and not as interesting at all....

 

Did you read posts #63 and #75?

Cheers!

@JZH1000 @tolar111

 

Love both the OG and current Mountain Standard… didn’t realize Avery pulled that with the Kaiser though

 

It is interesting you posted this and @tolar111 mentioned the head retention/lacing. This came up recently, unrelated to Fat Tire. My brother in law worked at two well known breweries, he has since left the industry...I commented the other day about a local place that has excellent retention and lacing and his response was..

"I wonder if they use raw barley?"

I'm guessing that is the same as unmalted? He said the extra proteins can assist with head retention/lace.

 

That is correct, it is the same as unmalted barley. Unmalted barley also aids (i.e., increases) in mouthfeel.

Cheers!

 

This was my favorite beer at one point in my life, but I haven't bought it in years. I guess I'm part of the problem?

I'll probably try this, but I'm not looking forward to this change.