Take the Year Off: New Belgium Fat Tire Wants to Fund a Full Year of Freedom

And Giving Away $100,000 to Make It Happen

FORT COLLINS, Colorado., Aug. 1, 2025 — Today, Fat Tire launched a bold new contest offering $100,000 to help one lucky dreamer chase their passion. From now until September 30, 2025, Fat Tire is asking one simple question, “If given a year off and $100,000, how would you flip the script?” The brand is calling for submissions full of creativity, heart, or just so bold they make the judges say, “hell yeah, give them the money.” One winner will receive the full $100,000 to realize their dream. Ten more will score a year’s supply of Fat Tire to fuel their own wild ride.
Known for its easy-drinking beer, Fat Tire reflects the spirit of its founders who embraced their passions and rejected convention. That same spirit drives this campaign by offering the chance to ditch routine and reclaim the freedom to define success on their terms, at their pace.

“More and more consumers, especially Gen Z, aren’t connecting with the rat race mentality,” said New Belgium CMO Rebecca Dye Yonushonis. “According to a report published by the Center for Scholars & Storytellers at UCLA earlier this year, nearly 60% of Gen Z feel the American Dream is out of reach due to economic barriers, and Fat Tire wants to change that. Over 30 years ago, Fat Tire’s founders followed their passion for craft beer, leaving a legacy of incredible beer and an even more incredible company. Their journey shows what’s possible when we embrace what inspires us and stay curious about what’s possible.”
Ready to take the year off?

Applications can be submitted at https://www.fattire.com/contests/take-the-year-off/. At the end of the entry period, a panel of Fat Tire-loving judges will choose one winner to receive the full $100,000 based on an original and compelling entry statement outlining how the money will be used and ten more will win Fat Tire for a year. The winners will be announced October 31 and notified directly.

Take the Year Off entry submissions and full giveaway rules can be found at https://www.fattire.com/contests/take-the-year-off/ . Join the conversation on social media to see how other Fat Tire dreamers are following their passions and share your own.

Fat Tire is available in 6 and 12- pack cans, 19.2 oz cans, and 12 pk bottles – find Fat Tire near you using the New Belgium beer finder. To learn more about Fat Tire, visit FatTire.com and follow on Instagram, Facebook, YouTube, and X.

About Fat Tire

Fat Tire is the high-quality, low-impact ale brewed to protect the only planet with beer. First introduced by New Belgium Brewing in 1991, Fat Tire quickly became one of its most beloved and enduring beers. Known for its easy-drinking nature, Fat Tire has earned its place as a pioneer not only in the craft beer movement but also in environmental stewardship.

A longtime advocate for environmental initiatives, Fat Tire become America’s first certified carbon-neutral beer in 2020. Fat Tire continues to make great beer and invest in customer education and advocacy, offering solutions to the climate crisis through its digital platform at www.fattire.com.

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About New Belgium Brewing:

New Belgium Brewing was founded in 1991 in Fort Collins, CO, by Kim Jordan, a social worker, who built her company the only way a social worker would: People first. Over the past three decades, New Belgium has turned that ethos into a unique Human Powered Business model through practices that foster a culture defined by individual empowerment and collaborative action that drives better business results in the long term. New Belgium expanded to Asheville, NC, in 2016 and Daleville, VA, in 2023, and in 2021 acquired Bell’s Brewery, based in Kalamazoo, MI. The business’ people-centric model has led New Belgium to become the most popular and fastest-growing American craft brewer today. New Belgium is famous for Fat Tire Ale and Voodoo Ranger IPA (America’s #1 IPA brand), along with year-round favorites like Dominga Mimosa Sour, La Folie Sour Brown Ale, an award-winning wood-aged sour program. To learn more about New Belgium, visit http://www.newbelgium.com.

New Belgium Brewing is a well-known craft brewery based in Fort Collins, Colorado. Founded in 1991 by Jeff Lebesch and Kim Jordan, New Belgium is recognized for its innovation in brewing and its commitment to sustainability. The brewery gained early recognition with its flagship beer, Fat Tire Amber Ale, which remains one of the most popular craft beers in the U.S.

Here are some key highlights about New Belgium Brewing:

Flagship Beers: Aside from Fat Tire, New Belgium produces a variety of other popular beers, such as Voodoo Ranger IPA, Citradelic Tangerine IPA, and La Folie Sour Brown Ale.

Innovative Brewing: New Belgium is known for pushing boundaries, often creating unique and experimental beers, including sours and barrel-aged brews. They were one of the early craft breweries to focus on sour beer production.

Sustainability: The brewery has a strong focus on sustainability and environmental responsibility. They were one of the first large-scale breweries to achieve carbon neutrality and use renewable energy sources in their operations. They also strive for zero-waste operations and focus on water conservation.

Ownership: In 2019, New Belgium Brewing was acquired by Lion Little World Beverages, a subsidiary of the Australian beverage company Lion, which is itself owned by Kirin Holdings. This move allowed New Belgium to expand its reach globally while retaining its independent craft brewery vibe.

Community and Culture: New Belgium is known for its vibrant company culture, which emphasizes employee ownership, social responsibility, and community engagement. The brewery has an employee stock ownership plan (ESOP), meaning many of its workers are also shareholders.

Brewery Tours and Location: New Belgium’s Fort Collins brewery offers tours to visitors, allowing beer lovers to learn about the brewing process, the company’s history, and the sustainability efforts they put in place. They also have a second location in Asheville, North Carolina, which further expanded their reach.