New Belgium Brewing unveiled a new label for Fat Tire Amber Ale. The new bottle and can designs feature a bold blue-on-red graphic look that celebrates many of the original label’s classic elements.
Evoking the 100% employee-owned brewery’s Colorado roots, the phrases “independent” and “employee-owned” are called out within a stylized medallion of the brand’s famed red cruiser bike. The phrase “Est. Colorado, U.S.A. 1991” reminds beer drinkers of New Belgium’s mountain origins and the lettering on the Fat Tire mark evokes the original label font. Fat Tire Amber Ale’s sister brand Fat Tire Belgian White is receiving a similar label treatment.
“We’re excited about Fat Tire’s new look,” said New Belgium’s Director of Brands, Kyle Bradshaw. “It’s a great blend of contemporary and classic design elements that we believe our loyal drinkers will appreciate, and it gives us a platform to introduce our brand to a new generation of beer loving, outdoor enthusiasts.”
In addition to the new look, bottled Fat Tire is now receiving the same live yeast dosing as the original homebrew version. Adding live yeast to the bottle will greatly extend Fat Tire’s freshness, ensuring that beer drinkers from coast to coast experience the beer at peak flavor, the company said.