Patagonia Inc., the outdoor apparel company, and New Belgium Brewing are introducing California Route, a limited-release organic lager.
For 40 years, Patagonia has been known for its outdoor gear and in environmental responsibility. To toast the company's accomplishments, New Belgium partnered with Patagonia to create California Route, an organic California common-style beer. Consistent with Patagonia's long-standing commitment to organics, the beer is brewed with certified organic ingredients.
“New Belgium has long admired Patagonia and it is an honor they thought of us for this collaboration,” says Bryan Simpson, New Belgium’s media relations director. “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 key role throughout the development of the beer, and when it came time to name the beer, California Route was at the top of the list. The name of the beer pays homage to the California Route on Patagonia's Mount Fitz Roy. First climbed in 1968 by Yvon Chouinard, Doug Tompkins, Dick Dorworth, Lito Tejada-Flores and Chris Jones, the California Route is considered a Patagonia classic, with good rock and fun free-climbing in a wildly beautiful setting.
"When my sister, Claire, had the idea of brewing a 40th anniversary beer, the folks at New Belgium immediately came to mind," notes 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 percent ABV and sold in 12-ounce cans. Pricing varies by location. California Route will be sold in the following markets: Seattle, Portland, Chicago, Boulder, Denver, Boston, NYC, Santa Monica, San Francisco, Palo Alto, Cardiff and Ventura.