Friday, August 17, 2012

Ride Along with New Belgium on the USA Pro Cycling Challenge

New Belgium - USA Pro ChallengeMany Ways to Participate as New Belgium Reports from the Road

[PRESS RELEASE] Ft. Collins, CO, August 17, 2012 – In just three days, the second annual USA Pro Cycling Challenge kicks off and New Belgium, the event’s official beer sponsor, is ready to add colorful commentary and bike love along the 600-mile journey. New Belgium will be Tweeting (@NBBProChallenge and @NewBelgium), blogging, and sharing videos and pictures (Instagram handle: @NBBProChallenge) from the route; visit to learn more.

As world-class cyclists race across Colorado, some New Belgium co-workers will ride along for all seven stages of the USA Pro Cycling Challenge, interviewing bicycle advocacy groups, sharing race updates, highlighting Colorado towns and keeping up with the after-race parties. The tour starts in Durango on August 20 and finishes in downtown Denver on August 26.

“New Belgium’s passion for bikes is deeply ingrained in everything we do and we’re excited to play such a big part in this year’s tour,” said Bryan Simpson, New Belgium’s spokesman. “We look forward to showcasing Colorado to an international audience and if we can get more people excited about life on two wheels, then we’ve all won.”

New Belgium will host beer gardens and partner with nonprofits along the route. Viewing parties will be held in communities across the country where New Belgium is served, and all proceeds from glassware sales will benefit local nonprofits. To follow along with all the happenings and to plug yourself into the conversation, use these hash tags on social networking sites: #Prochallenge, #NBBProchallenge, #USAPRO, #BikesAndBeer, #EnjoyTheRide. To see a “sizzle clip” for the tour, visit the official YouTube clip.

See you on the road!

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, Ranger IPA, Belgo IPA, Shift Pale Lager, Blue Paddle Pilsner, 1554 Black Ale, Abbey 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


New Belgium - USA Pro Challenge

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