New Belgium Brewing’s “Glass That Gives” program is underway and the sound of blissful clinking can be heard around the country. So far, more than 12,100 glasses have been shipped to beer lovers through online purchases and on-premise promotions, and more than $7,000 has been raised for four nonprofit organizations. The campaign runs through January 31, but time is running out for delivery before Christmas.
Each winterized gift pack box is available for only $8.99 (including shipping), with $1.00 from each purchase going to one of four participating beneficiaries. Visitors to www.newbelgium.com can select “The Glass That Gives” to purchase glassware and designate which organization they would like to support.
Built from stem to lip to enhance the beer tasting experience, the globe shape captures and directs the beer’s aromas toward the nose, while a narrow opening benefits the foam; the logo etching on the bottom of the glass provides nucleation, designed to refresh and release flavors and create a continuous stream of bubbles; and it is all balanced atop a sturdy stem to keep hands from warming the beer and to allow for unobstructed viewing pleasure.
The classic globes (16 ounces to the line, 18 ounces to the top) and new, smaller glasses (12 ounces to the line, 14 ounces to the top) are both available for the same price.
New Belgium would also love to see pictures of people with the glassware. Just upload an image of yourself with the New Belgium glassware to New Belgium’s Facebook page (www.facebook.com/newbelgium) and for every photo uploaded, New Belgium will donate $1.00 to one of the selected nonprofits. In addition, every time it snows in Ft. Collins, New Belgium handpicks a few fans who have uploaded photos to receive their own glassware.
The nonprofits benefitting from “The Glass That Gives” program include:
• Water Keeper Alliance (www.waterkeeper.org), whose mission is to provide a way for communities to stand up for their right to clean water and for the wise and equitable use of water resources, both locally and globally.
• People for Bikes (www.peopleforbikes.org), whose mission is to make bicycling safer, more convenient, and appealing to everyone.
• Organic Farming Research Foundation (www.ofrf.org), whose mission is to foster the improvement and widespread adoption of organic farming systems.
• Save the Colorado Foundation (www.savethecolorado.org), which is focused on supporting environmental organizations working to protect and restore the endangered Colorado River.
Visit New Belgium’s holiday party at www.newbelgium.com to buy globes and other groovy goodies.
About New Belgium Brewing Company
New Belgium Brewing Company, makers of Fat Tire Amber Ale and a host of Belgian-inspired beers, began operations in a tiny Fort Collins basement in 1991. Today, the third largest craft brewer in the U.S., New Belgium produces nine year-round beers; Fat Tire Amber Ale, Sunshine Wheat, Blue Paddle Pilsner, 1554 Black Ale, Abbey, Mothership Wit, Ranger IPA, Belgo IPA and Trippel, as well as a host of seasonal releases. In addition to producing world-class beers, New Belgium takes pride in being a responsible corporate role model with progressive programs such as employee ownership, open book management and a commitment to environmental stewardship. For more information, visit www.newbelgium.com.