From Clothes to Booze: Patagonia Steps into Beer Market
on 25/11/13 at 9:40 amBeer
With its outdoor apparel business spanning for more than four decades, Patagonia enters the beer business working with Colorado’s New Belgium Brewing. Both companies are happy to announce the forthcoming launch of California Route, a limited edition organic lager later this month.
Patagonia has long been developing innovative environment-friendly outdoor apparel. Partnering with New Belgium has given birth into California Route. Sizzle up guzzling this organic California common-style beer made of certified organic ingredients such as lager yeast with subtle fruity esters giving you an invigorating light lager finish. The beer boasts inviting, aromatic flavors of citrusy Cascade hops and a heavy dose of noble hallertau.
“New Belgium has long admired Patagonia and it is an honor they thought of us for this collaboration,” claimed New Belgium media relations director Bryan Simpson. “We’ve exchanged ideas and best practices over the years and most recently collaborated on the Save the Colorado campaign. Having an organic beer to celebrate four decades of Patagonia’s good work is very gratifying.”
Patagonia played a major role throughout the development stage of this newfangled lager. The beer’s name pays homage to the California Route on Patagonia’s Mount Fitz Roy, which is first climbed in 1968 by Patagonia founder Yvon Chouinard with friends namely Doug Tompkins, Dick Dorworth, Lito Tejada-Flores and Chris Jones. California route is considered a Patagonia classic boasting its picturesque setting and fun-filled outdoor activities that come with it.