Columbia Sportswear Invites You To Drink a Beer Made With Bear Poop

Published

February 19, 2026

Filed under

A can of Columbia and Breakside Brewing's 'Nature Calls' beer collab placed on the forest floor surrounded by bear droppings, with a misty background of tall trees.

Columbia Sportswear and Breakside Brewery launch “Nature Calls” beer as part of a viral “Engineered for Whatever” marketing stunt, with the two Pacific Northwest brands collaborating to create a novelty brew infused with actual bear poop, honey, and huckleberries.
Designed by agencies adam&eve and TBWA, this “unhinged” limited-edition beer, made especially for Super Bowl 2026, features a bold can design featuring a defecating bear logo.

Does a bear shit in the woods?

Well, yes, obviously. But sometimes, those same bears shit on trails in Montana, and someone gathers it all up to make beer.

Bill McCool

Bill McCool is an editor and writer based out of Los Angeles. Though new to the world of design, he has always been a storyteller by trade and he seeks to inspire and cultivate a sense of awe with the work and artists he profiles. When he’s not winning over his daughters with the art of the Dad joke, he is usually working on a pilot, watching the Phillies, or cooking an elaborate meal for his wife.