• 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.