SOURCE: New Belgium Brewing

New Belgium Brewing

January 24, 2011 11:59 ET

New Belgium Brewing and Outside Magazine Team Up for Mighty Arrow Facebook Campaign

First Media Partnership of Its Kind to Raise Money for Humane Society of the United States

FT. COLLINS, CO--(Marketwire - January 24, 2011) - New Belgium Brewing today announced that it has partnered with Outside Magazine to present a unique social media experience for friends of the brewery and publication. In tandem with the release of Mighty Arrow, New Belgium's spring seasonal, the two companies have launched a Facebook application that offers dogs something to wag their tails about (http://www.facebook.com/newbelgium?v=app_120904631311748&ref=ts).

"Mighty Arrow Pale Ale has always paid respect to the deep friendship between people and dogs and this is an online celebration of that mutual love," said Bryan Simpson, New Belgium Spokesman. "Outside loves them up some dogs as well, so this collaboration brings together a few of our favorite things -- beer, dogs and philanthropy."

In this campaign, the quirkiest, most skilled and clever canines are destined for their fifteen minutes of fame, with New Belgium's overall Facebook base of more than 250,000 and Outside Magazine's base of nearly 19,000. Facebook friends and visitors can post pictures and videos of their pups with the opportunity to win great dog-centric incentives. Giveaways include recycled Frisbees, dog collars made from recycled tire tubes and a year subscription to Outside Magazine. One winner will be selected each week for six weeks starting Friday, January 28. Meanwhile, New Belgium Brewing and Outside Magazine will donate a dollar for every participant (up to $10,000) to the Humane Society of the United States.

"Promotion of New Belgium Brewing's spring seasonal Mighty Arrow was a natural partnership. The Outside audience is passionate about adventures with their dogs and enjoy celebrating after a great day in the outdoors," said Cici Shick, Associate Publisher of Outside. "This program reaches our dog lovers wherever they may be interacting with Outside -- in the magazine, on Facebook or on our iPad app."

Mighty Arrow Pale Ale is returning for its third year as the brewery's spring seasonal release beer. Created as a tribute to the beloved pet of New Belgium Brewing's CEO Kim Jordan, Arrow was an Aussie/Border Collie mix that literally "ran" New Belgium for 12 years.

Mighty Arrow cuts its own course through heightened hop aroma and flavor. The beer features Cascade and Amarillo hops with a medium malt base. Staying true to the American style of pale ale, Mighty Arrow has a clear golden color, six percent alcohol by volume and 35 IBUs.

Mighty Arrow retails for approximately $7.99 and will be available in most New Belgium markets.

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 seven year-round beers; Fat Tire Amber Ale, Sunshine Wheat, Blue Paddle Pilsner, 1554 Black Ale, Abbey, Mothership Wit 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 www.newbelgium.com.

About Outside Magazine
Outside is America's leading active lifestyle magazine with 2.5 million readers every month. For more than 30 years, the magazine's mission has been to inspire active participation through award-winning coverage of travel, sports, adventure, health & fitness, gear & apparel, personalities, the environment, and the style & culture of the world Outside. Along with receiving many other accolades, Outside is the only magazine to win three consecutive National Magazine Awards for General Excellence. Visit the magazine online at www.outsideonline.com.

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