Beer has seen better times, but drinkers are consumed with hard seltzers and RTD cocktails. Whatâs more, big beer is losing market share as spirits continue to dominate. And letâs not even get started on low and no-alcohol offerings amid peak Dry January narratives.
Colorado craft brewer New Belgium already has a winner in Voodoo IPA, but their once stately flagship beer Fat Tire Ale has fallen out of favor. According to Good Beer Hunting, the Colorado brewer has seen a national 52% decrease in chain retail, and when shit starts going south, itâs generally time to retool.
Though the beer went under a refresh in 2019, the brewery enlisted Austin-based studio LAND to help redesign Fat Tire Ale. But whatâs notable about this particular makeover is that itâs for an entirely new beer or, if weâre being generous, a tweaked recipe thatâs lighter, crisper, and clocking in at a lower ABV of 5%.
