Colorado’s New Belgium Brewing has inked another local partnership, this time with Denver Arts & Venues, the city agency responsible for operating the iconic Red Rocks Amphitheatre.
As part of a 3-year deal, the Fort Collins-headquartered New Belgium will become “the official craft brewer of Red Rocks Amphitheatre,” and have an increased presence at the Colorado Convention Center, the Denver Performing Arts Complex and the Bellco Theatre.
Specific financial terms of the partnership were not disclosed, but New Belgium spokesman Jesse Claeys confirmed to Brewbound that it is valued at less than $1 million annually.
New Belgium has also agreed to create Stage Rock Colorado Ale, a 4.7 percent ABV Kolsch-style beer that will be sold at Red Rocks and other City of Denver venues. A portion of sales proceeds will be donated to Preserve the Rocks, a fund “dedicated to education, restoration and preservation in and around Red Rocks Amphitheatre,” a press releases noted.
“This is a world class brewery taking the time to make a beer specifically for enjoyment by music fans visiting our world-class performance venue,” Brian Kitts, the director of marketing and business development for Denver Arts and Venues, said via a press release.
Claeys added that New Belgium is also considering additional on- and off-premise retail placements for Stage Rock Colorado Ale, which will be packaged in 19.2 oz. cans and in kegs, but that those would be “geo-specific” to the Denver area.
The sponsorship gives New Belgium greater visibility at Red Rocks, via signage throughout the venue and an increased availability of different beers.
“It deepens both our portfolio presence as well as the awareness that people have of our brands,” Claeys said.
New Belgium is also planning a series of “brand activations” at Red Rocks, which has a capacity of about 9,500. Those initiatives will include sampling opportunities, “swag” giveaways and a possible “sour saison” pop-up bar.
New Belgium’s deal with Denver Arts & Venues builds on another local partnership with Colorado State University. In 2016, the craft brewery agreed to donate $4.3 million in exchange for naming and branding rights to a bar, dubbed the “New Belgium Porch” inside the university’s new football stadium.
The company is also planning to open a 10-barrel brewery and restaurant at The Source Hotel, located in Denver’s River North Art District (RiNo).
A press release with additional details about New Belgium’s latest partnership is included below.
New Belgium Brewing Named “The Official Craft Brewer of Red Rocks”
(FORT COLLINS) New Belgium Brewing today proudly announces it has been named “the official craft brewer of Red Rocks Amphitheatre,” bringing together two celebrated Colorado icons.
In 1991, New Belgium’s founders turned a second mortgage and a basement homebrew dream into a Fort Collins brewery, launching what today has become the nation’s largest 100% employee-owned craft brewery. In those early days, a family station wagon loaded with Fat Tire Amber Ale traveled up and down Colorado’s Front Range introducing bartenders to this new beer that would eventually become as synonymous with Colorado as Red Rocks Amphitheatre.
“This is such a perfect fit,” said New Belgium spokesperson, Jesse Claeys. “When you think of Colorado and live music, Red Rocks instantly comes to mind and when you think of craft beer in Colorado – New Belgium is right there at the top of the list.”
This multi-year partnership will come to life over the course of the 2018 concert season. Details include:
- Ticket giveaways via New Belgium’s Grand Cru rewards program, social media feeds and at retail outlets carrying New Belgium products.
- Special brand activations throughout the concert season.
- An increase in the amount of craft beers available for music lovers, including the Red Rocks exclusive Stage Rock Colorado Ale.
- As the official craft brewer of Red Rocks, New Belgium will also have opportunities to partner across other Denver Arts & Venues facilities such as the Denver Performing Arts Complex, Colorado Convention Center and Bellco Theatre.
“This entire partnership is very exciting, but the big ‘wow’ piece has to be Stage Rock Colorado Ale,” said Brian Kitts, director of marketing and business development for Denver Arts & Venues, the City agency responsible for operating the venues. “This is a world class brewery taking the time to make a beer specifically for enjoyment by music fans visiting our world class performance venue. Best of all, this is a beer that will give back.”
New Belgium’s Stage Rock Colorado Ale, named after one of the three rock formations surrounding the venue, is a 4.7% ABV Kolsch style beer. A percentage of the sales of this sessionable beer will be donated to Preserve the Rocks, a fund dedicated to education, restoration and preservation in and around Red Rocks Amphitheatre. The City of Denver’s venues will be among the few places to try Stage Rock Colorado Ale, where it will be available on draft and in 19.2 ounce cans.
New Belgium is the first independent craft brewer to enter into this type of partnership with Red Rocks and Denver Arts & Venues. New Belgium, a 100% employee-owned brewery, has donated over $14 million in philanthropic giving to date. Since opening its first brewery, New Belgium’s employee owners have donated beer, volunteer hours and funds to support hundreds of local, regional and national charities as part of its commitment to use business as a force for good.
For more information about New Belgium or any of its beers, visit www.newbelgium.com.
About New Belgium Brewing
New Belgium Brewing, makers of Fat Tire Amber Ale and a host of Belgian-inspired beers, is recognized as one of Outside Magazine’s Best Places to Work, one of the Wall Street Journal’s Best Small Businesses and tops Bicycling Magazine’s Best Companies for Cyclists. The 100% employee-owned brewery is a Platinum-level Bicycle Friendly Business as designated by the League of American Bicyclists, one of World Blu’s most democratic U.S. businesses, and a Certified B Corp. In addition to Fat Tire Amber Ale, New Belgium brews sixteen year-round beers: Citradelic Tangerine IPA, Fat Tire Belgian White, The Hemperor HPA, Voodoo Ranger IPA, Voodoo Ranger Imperial IPA, Voodoo Ranger 8 Hop Pale Ale, Voodoo Ranger Juicy Haze IPA, Sour Saison, Honey Orange Tripel, Dayblazer Easygoing Ale, Tartastic Fruit Beer Series, 1554 Black Lager, Bohemian Pilsner, Abbey Belgian Style Ale, Trippel and a gluten-reduced beer, Glutiny Pale Ale. To learn more, visit NewBelgium.com and follow the brewery on Facebook, Twitter or Instagram.
About Red Rocks Park & Amphitheatre
Red Rocks Park & Amphitheatre may have been home to the dinosaurs 160 million years ago, but for the last century, it has been home to modern people’s obsession with music and performance. May 10, 2011, marked the 100-year anniversary of concerts being played at the world’s most incredible outdoor venue. Red Rocks was destined to be a place of greatness and musical power and plays host to thousands of the world’s most talented singers and musicians, not to mention countless Easter Sunrise Services, musical, and ballets, graduations, weddings, movie screenings or a daily workout. For more information, visit Rocks Amphitheatre’s official website.