Take a Ride Through New Belgium Brewing's New Virtual World

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Visit NewBelgium.com for a Whimsical Tour of Life at the Mothership : New Belgium Brewing invites the world to experience life at the brewery with the click of a mouse. Just log on to http://www.newbelgium.com, jump on the animated bike and take an interactive tour. The new website features a multi-sensory bike tour through a surrealist landscape filled with images, stories and videos highlighting everything from history and beers to philanthropy and bike advocacy.

New Belgium Brewing invites the world to experience life at the brewery with the click of a mouse. Just log on to http://www.newbelgium.com, jump on the animated bike and take an interactive tour.

The new website features a multi-sensory bike tour through a surrealist landscape filled with images, stories and videos highlighting everything from history and beers to philanthropy and bike advocacy.

"This site hopefully conveys the visceral vibe of walking through our front door," said spokesman Bryan Simpson. "Our web creative has built a place that - until now - did not exist anywhere in the universe - total mind candy that allows the audience to create a new experience with every visit."

Web Creative Aaron Reid and his team spent more than four months building the site from the ground up.

"With this site we wanted to integrate all of the imagery and ideas that pervade the culture here," Reid explained. "From the original watercolor artwork on our labels to three- dimensional pieces built by our friends Karen Mandery and John Johnston - and even an incredible hand-built, cardboard version of the brewery built by employee-owners Jodi Taylor and Todd Kundla - we had our work cut out for us."

The website (http://www.newbelgium.com), created by New Belgium's internal design team with the help of a few friends around town, was a collaboration of hearts and minds. Visitors to the site navigate by using bicycle handlebars while listening to birds chirping and beer brewing, allowing for a virtual taste of all things New Belgium.

"The most gratifying part of building the site," Reid added, "is watching people enjoy the end result."

Simpson agreed.

"For anyone who can't make it to the brewery or even taste our beer," Simpson said, "this is a great way to enjoy the flavor of New Belgium from the comfort of your computer."

About New Belgium Brewing Company
New Belgium Brewing Company, makers of Fat Amber Ale and other Belgian-inspired beers, began operations in a tiny Fort Collins basement in 1991. Today, the third largest craft brewer in the U.S., New Belgium produces seven year-round beers; Fat Tire Amber Ale, Sunshine Wheat, Blue Paddle Pilsner, 1554 Black Ale, Abbey, Mothership Wit and Trippel, as well as a host of seasonal releases. In addition to producing world-class beers, New Belgium takes pride in being a responsible corporate role model with progressive programs such as employee ownership, open book management and a commitment to environmental stewardship. For more information, visit http://www.newbelgium.com.

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ALICIA HASSINGER
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