From Clothes to Booze: Patagonia Steps into Beer Market with New Belgium Brewing


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.

“When my sister, Claire, had the idea of brewing a 40th anniversary beer, the folks at New Belgium immediately came to mind,” said Fletcher Chouinard. “Not only are they forward-thinking in their business and brewing practices, but their beers have been a go-to for our crew and customers around the country for a long time. They were great to work with and we couldn’t be more stoked about the project!”

California Route is 5.5% ABV and is available in 12-ounce cans. Pricing depends on location. Watch out for this new beer brand being sold in the following markets: Seattle, Portland, Chicago, Boulder, Denver, Boston, NYC, Santa Monica, San Francisco, Palo Alto, Cardiff and Ventura.

Visit for more information on California Route. This one-time, limited release will be available mid-November.


Author:  Roanne Vista

Having worked in the industry for around 7 years, I have a strong digital marketing experience in Search Engine Optimization, Search Engine Advertising, Web Copy Writing and Editing, Social Media Marketing, E-mail Marketing, and Web Analytics. I love good food, nice reads & interesting places.

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