New Belgium Brewing Company is one of the most popular breweries in the U.S.
You've probably seen their Fat Tire Amber Ale (gross) or Voodoo Ranger IPA (delicious) on the shelf at the grocery store or on draft at your local pub. The brewery now belongs to one of those sneaky beer giants (Kirin), but I don't really want to get into that.
What I do want to talk about is this:
Bro, you brewed a nasty, crap beer to make a point about climate change?
How much free time you got over there?
Oh yeah, I forgot. Today's world runs completely on fear.
Here's the fear for ya, via CBS:
The three main ingredients in beer are clean water, barley and hops. All of those ingredients are threatened by climate change. Weather extremes such as drought and flooding are ravaging crops across the country.
The main source of New Belgium's water is the Poudre River. Historic wildfires fueled by climate change have burned the forests in the canyon and polluted the river with ashen runoff — making the water supply at times unusable.
"We view climate change as an existential threat to New Belgium," [CEO Steve] Fechheimer said.
So hey, spoiled-rotten American, you better watch out, because if you do too much climate change stuff you'll ruin your chances at drinking delicious beer from Fort Collins, Colorado!
That's a great message right there!
Got me thinking about putting some beer in my bunker just in case.
If climate change is going to have any meaningful impact on my life it's going to be that I can't drink good beer.
Here's how New Belgium describes the beer on their weird global warming awareness page:
To show what the future of beer could look like if climate change continues unchecked, we brewed up Torched Earth Ale. This beer uses the kind of ingredients that would be available in a climate-ravaged future including: smoke-tainted water, drought-resistant grains, shelf-stable extracts and dandelion weeds. While it's technically beer, it's not great.
It's no wonder the beer taste like a…
Hold on, did the CEO really say this?
Fechheimer said the drink "tastes like eating a Band-Aid."
Okay, one more bit of fear for you here (sorry):
"What's a future six-pack if climate change runs rampant?" Tracy asked.
"We've talked about a six-pack of Fat Tire costing $100," Fechheimer replied.
$100 for a six-pack?!?!?
BE AFRAID, BEER DRINKER.