New Belgium ditches iconic Fat Tire recipe to attract younger drinkers

As breweries across the nation experience a changing market, New Belgium decided in late 2020 that the beer that made their company a household name for many consumers needed to adapt to the current market.

[@lapdog4135]

It was my go to beer. I've been buying 6th barrels for the last 3 years and I just notice something was off on my most recent keg. This will be a disaster for them, how stupid can you be to ditch the beer that made you who you are!

[@mehgusta]

its not even amber anymore lol.

[@Matt007Damon]

No kidding… why not just call it a light version and keep the old…these guys are idiots…

[@robertcloutier7502]

Big mistake. It's not Fat Tire anymore. If you change the recipe, change the name too.

[@matthewscott3689]

100%!

[@obxarms7685]

It's extra carbon neutral, super gay inclusivey with a hint of They/Them sauce!!!

[@e-gen7008]

GOOD

[@obxarms7685]

@@e-gen7008 and guess what else!!?? It identifies as a girl but tastes like a men's bathroom!! Woot! Woot!!! Break'in all the rules yo!!

[@MarxAviano]

Why not just release a new beer and leave Fat Tire alone?

[@thepatchooleyexperiment3193]

Complete idiocy - millennial marketers who never heard of new coke

[@paramedic135]

New Coke anyone?

[@matthewscott3689]

You have a new recipe, cool give it a new name. Don’t put a Fat Tire label on it. The new packaging looks like shit and it’s definitely not Fat Tire. You thought people wouldn’t notice or care right? I know it may not mean much, but I’ll never buy another NB product again.

[@jackalopasaurus]

Hey new Belgium, swing and a miss the new stuff sucks.

[@tick_magnetedschaper5611]

Fat Tire was my favorite beer. I just picker up a 12 pack of the new recipe and I am very disappointed. Will not be buying any more of that.

[@carterrouch3917]

Ruined my favorite beer. Great job. Tastes like a crappy pale ale.

[@joelbrew75]

That’s what you get when you sell to a foreign company

[@TomLloyd-18]

H U G E Mistake! This is just another shitty lager now. There is no similarity AT ALL

[@jackgarland8433]

Old generation want be drinking your new Fat Tire, dang

[@EyemSoreel]

They ruined the design

[@MichaelWalters-q7k]

Politics aside, it's a great brew, past recipe, and drinking a new recipe now. It's smooth drinking.

[@calidecali]

Just bought it with the new look and its very watered down lol

[@NFLJimmy90]

Why...

[@nathanscarlett4772]

Exactly

[@dessertlocust]

watered downed

[@RealMTBAddict]

So?

[@HexInfinity]

It's awesome to be carbon neutral, can't wait to try out the new recipe!