Ottawa Citizen: Now the third largest craft brewery in America, the New Belgium Brewery is a magnet for tourists and locals.
Inside the brewery, thirsty patrons crowd the bar and pick up thematic souvenirs such as technical cycling jerseys and bottle openers made from recycled bike chains.
The secret ingredient in New Belgium’s recipe is a dash of activism. The brewery sponsors a number of bike-related causes and events, the largest of which is an annual multi-city bike festival call the Tour de Fat.
The purpose is to spread the word about the myriad positive effects of biking, which include protecting the environment, getting fitter and gaining admission to New Belgium’s other cool creation: a summer bike-in movie theatre in the parking lot.
A brewery that specializes in suds and cycling [Ottawa Citizen]
If biking became ubiquitous, the environment can gain immeasureably in the long run.