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Monday, 12 October 2015 13:05

Sponsored Content: New Belgium Brewing teams with Ben and Jerry’s for specialty beer, philanthropic endeavor

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New Belgium Brewing Company and Ben & Jerry's Ice Cream are proving that philanthropic collaborations can be both impactful and delicious.

During the spring of this year, the two companies announced that they would partner together to develop a specialty beer. The project would double as a philanthropic effort to benefit an organization that shared their passion of minimizing carbon pollution, supporting sustainable agriculture and other missions to preserve the environment.

“Although our TTB filing for the beer is now public, specifics around the campaign are still in development,” New Belgium’s director of sustainability Jenn Vervier said at the time of the announcement. “At this time, I can confirm that Ben & Jerry’s and New Belgium are collaborating to raise awareness around issues we are passionate about, and that the results will be delicious.”

Now, beer fans can test that statement out for themselves.

This specialty brew has now come to fruition in the form of Salted Caramel Brownie Brown Ale, which has begun to hit markets throughout the country. The brown ale provides drinkers with hints of chocolate, salted caramel and vanilla, dubbed by many as a more-than-suitable winter beer.

Pacific Palisades Calif.-based nonprofit organization Protect Our Winters was named as the beneficiary of the philanthropic efforts tied to the specialty release. Protect Our Winters was founded by professional snowboarder Jeremy Jones in 2007 and has mobilized the snow sports community, which has been effected by increasing temperatures that are beginning to decimate snow activities in locations throughout the country in addition to making winters shorter.

Protect Our Winters serves as an advocate for winter tourism, which creates 900,000 jobs and creates an estimated $66 million in economic revenue.

Proceeds from Salted Caramel Brownie Brown Ale go to support Protect Our Winters, and the specialty brew is already being paraded around the country with availability at POW events.

“We’re big fans of New Belgium Brewery, their values, and their fun culture, and of course their beer” said Jay Curley, Senior Global Marketing Manager of Ben & Jerry’s. “We’re excited for the campaign we’ve developed together. When two B Corps collaborate, our fans can expect something both delicious and impactful.”

The partnership between New Belgium and Ben and Jerry’s was a relatively natural fit considering the fact that they are both benefit corporations with a similar vision. In addition to serving their clients, the companies also claim to have an obligation to preserve the earth and environment and spark social change within the communities they serve.

The Colorado-based craft brewer and famed ice cream maker are both registered B Corporations. B Corps are held to performance standards that are comprehensive and transparent, measuring a company’s impact on workers, suppliers, communities and the environment. Both organizations have been looking for ways to partner on a project that’s both tasty and meaningful.

Outside of the specialty brew, New Belgium is known for its 10 year-round beers including Ranger IPA and Slow Ride Session IPA. Many West Michigan craft beer fans might know them best for their Fat Tire Amber Ale.

New Belgium is 100 percent employee-owned and is designated as a Bicycle Friendly Business as named by the League of American Bicyclists.

In regards to philanthropic efforts, the Vermont-based Ben and Jerry’s is also active. The Ben & Jerry’s Foundation’s employee-led grant programs totaled $2.5 million in 2013 supporting everything from economic and social justice to environmental restoration.

Read 3260 times Last modified on Thursday, 23 March 2017 13:33

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