Does this officially make beer the drink of outdoorsmen and women? “Hasn’t beer always been outdoorsy?!! Especially when in cans!” said Patagonia spokeswoman Jess Clayton in an e-mail. “The Patagonia family loves beer, especially New Belgium, so the collaboration made good sense,” he adds. “This is just a promotional, one-time special collaboration. Patagonia is not getting into the beer-business in a permanent way.”
For New Belgium, biking in particular is part of the brand’s identity: The company legend depicts founder Jeff Lebesch becoming inspired to make his own Belgian beer after a bike tour in Europe, and the company logo is a bicycle.
The new Patagonia brew is described as “an organic California common-style beer” (it’s a lager) that’s “canned for adventure.” Just don’t turn up at your local Patagonia outlet looking for a six-pack. The 12-ounce cans will be sold at liquor stores in Seattle, Portland (Ore.), Chicago, Boulder (Colo.), Denver, and—in California—Santa Monica, San Francisco, Palo Alto, Cardiff-by-the-Sea, and Ventura.