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The brewery is still in the original location behind my house. The commute is fantastic. The Brewery is a 1 bbl hot side and 2 bbl cold side system with four fermenters and one bright tank. It’s a small operation but it does the trick.
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If Fat Tire were an actual bicycle, most people would put it on Craigslist and call it a day. But New Belgium can’t toss its former glory on the junk heap just yet. Even as younger drinkers gravitate toward the Voodoo Ranger clan’s bolder flavors and packaging, there are plenty of Gen Xers and Millennials with plenty of money for whom Fat Tire represents the golden era of early 21st-century American craft brewing. People still drink it! And despite its diminished stature, Fat Tire is still a top-20 craft brand overall. So New Belgium went for an overhaul instead, reformulating a “crisper, brighter” liquid and giving it a slick new package that calls attention to its eco-friendly credentials and omits its middling 5 percent ABV and outmoded style. “There’s a challenge to recharge heritage brands,” New Belgium vice president of marketing Kyle Bradshaw told Brewbound earlier this month, adding that the move “feels like a big risk” given Fat Tire’s outsized legacy.
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“Our understanding of the impact of picking windows and growing conditions on flavour has increased dramatically over the years,” Pete (Gillespie) continues. “The hops have changed the character of that beer, and I believe personally that they’ve kept it tasting contemporary. By picking later, we’re seeing more tropical fruit—richer passionfruit and mango, plus more dank, weedy notes in the later pick versus the cleaner, flintier Sav Blanc grape notes.”
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A solo drinker asked the barman-waiter to mind his spot while he went to the toilet. The barman-waiter refused, then reluctantly agreed, then immediately gave the table away to someone once the man had gone inside to piss. Good natured deadpan pranksterism, we think… Either that or they really do hate their customers, even the regulars, as their unsmiling faces suggest.
Without apologies, a link from what I wrote for All About Beer magazine in 2001.
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“People wanted to go to a place where they felt like they were with family,” said Daryl Woodson, who has been running the appropriately named The Sanctuary in Iowa City, Iowa, for 27 years. “They didn’t say that, but people who come in normally at 10 were in at 8.”