Can a Total Rebrand Save This Iconic Colorado Beer?

Once upon a time, New Belgium Brewing ruled the craft brew scene in Colorado, and Fat Tire was its flagship beer. When the Fort Collins–based brewmasters debuted their signature amber ale in 1991, it inspired imitators, dominated shelves, and satisfied beer lovers for decades… until it didn’t. This week, New Belgium announced they were giving Fat Tire a whole new look and taste. Today on the show, host Bree Davies talks with Denver Post editor and unofficial Colorado Beer Man Jonathan Shikes about what it means for an old favorite to be reformulated, repackaged, and re-introduced to a new generation of craft beer drinkers Denver Post’s cannabis and beer reporter Tiney Ricciardi wrote about the big changes at New Belgium earlier this week. And Jonathan mentioned Axios reporter John Frank’s assessment of the new Fat Tire. For even more news from around the city, subscribe to our morning newsletter Hey Denver by texting “Denver” to 66866 Follow us on Twitter: @citycastdenver Chat with other listeners on reddit: r/CityCastDenver Leave us a voicemail with your name and neighborhood, and you might hear it on the show: (720) 500-5418‬ Learn more about the sponsor of this episode: How to Buy a Home Podcast Looking to advertise on City Cast Denver? Check out our options for podcast and newsletter ads at citycast.fm/advertise