FORT COLLINS, Colo. (CBS4) – A six-pack of Fat Tire costs $100 on Friday in selected areas. The reason behind the extremely high cost is to bring awareness to climate change. That’s according to Steve Fechheimer, New Belgium Brewing Company’s CEO, who said the special price is only for the day, which is also International Beer Day.

Fat Tire Beer

(credit: Brad Barket/Getty Images for Fast Company)

Fechheimer told CBS4 the $100 price tag reflects what beer could cost in 50 years if more isn’t done to combat climate change, specifically legislation and citizen action. Climate change already affecting the brewery in Fort Collins in many negative ways.

“The biggest issue is the consistent availability of those key products — we need clean water, it’s over 90% of beer that you purchase, but our access to hops and barley are critical, citrus fruits often as well are a big part of what ends up in our beers. And the climate crisis is changing the growing season, it’s changing the growing locations, frankly some of the massive storms we’ve seen and the flooding has changed the availability of these ingredients to us,” Fechheimer said.

The brewery says Fat Tire is the first certified carbon neutral beer and that they’ve been a leader in sustainability in the brewing scene since their founding.

New Belgium Brewing Company helped launch Colorado on the craft beer scene, thanks in a large part to the amber ale’s immense popularity. Last year the employee-owned Colorado company announced a plan to sell to Little Lion World Beverage, a global craft beverage company based in Australia.

Comments (7)
  1. TomTancredoFan says:

    The science is settled! Mars has been warming over the years, the Martian ice cap has receded. Are the little green men selling hundred dollar beer, too?

  2. Ric Codron says:

    If they are worried about climate change, they should shut down their business immediately.
    Shut down their factory, it is producing a ton of C02.
    These people are nothing but frauds.
    C02 is plant food.

    1. S Cissor says:

      Exactly right. Without CO2, there are no grains from which to make beer. In point of fact, crop yields are hitting record highs because of it.

  3. Mrs. Butterworth says:

    They’re bigger morons than I thought.

  4. Gary Arpon says:

    I know all about marxism without wasting $100.

  5. Jim Smith says:

    Re; “plants need CO2 and produce O2”

    And without plants producing O2 there wouldn’t be any animal life

  6. AS says:

    Certified Carbon neutral?? Who the heck was the certifier? Everything that goes into beer creates carbon. The farmers who till, plant, water and harvest the grains and hops. How about the truckers who haul it from the fields to the storage facilities and/or to the brewery.
    The water used in the process just doesn’t flow from the ground.
    The refrigeration units don’t run on magic.
    And how about the trucks that bring the beer to the stores.

    Carbon neutral, I think not.

    Plus did everyone forget 5th grade science….plants need CO2 and produce O2. Without CO2, there would be no plant life.

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