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Flat tire beer1/3/2024 ![]() So while the brewery itself has benefitted from healthy market growth over the last six years, Fat Tire, which was once the clear flagship for New Belgium, has been supplanted by its hop-forward Voodoo Ranger series. But perhaps most indicative of the beer’s sudden decline is the fact that “total retail volumes for all New Belgium beers are +58% during that same period”. ![]() However, according to Kate Bernot of Good Beer Hunting, who first reported on the story last week, since that peak, “Fat Tire has lost -52.2% of its volume in chain retail nationally”. New Belgium Brewing has announced a complete overhaul of its iconic Fat Tire brand, which includes new packaging, branding, and more importantly, a new recipe.Īt its height in 2016, Fat Tire accounted for over 50% of New Belgium’s yearly production volume. One of craft beer’s most iconic brands is about to look and taste a lot different after 32 years. ![]()
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