Our mission to help you navigate the new normal is fueled by subscribers. To enjoy unlimited access to our journalism, subscribe today.
Beer drinkers in Colorado and Minnesota may experience the biggest sticker shock of their life Friday, which also happens to be International Beer Day. In some stores, a six-pack of Fat Tire beer will ring up for a stunning $100, instead of the usual 12 bucks or so.
Thirsty shoppers don’t need to panic, at least not quite yet. The change is a temporary effort by Fat Tire’s creator, New Belgium Brewing, to highlight the impacts of climate change. The $100 price tag, the brewer says, is what a six-pack of beer could cost in 50 years if more decisive action isn’t taken against carbon emissions.
According to CEO Steve Fechheimer, New Belgium is already grappling with those impacts on a daily basis, and it’s far from alone.
“Frankly, our entire agricultural supply chain is already being pretty impacted by climate change,” Fechheimer tells Fortune. “In any given year, that’s drought or floods that wipe out part of our barley or hops crop, or … a freeze in Florida that means we can’t get access to the citrus fruits we had contracted for the year. They’re happening way more frequently and way more severely than in the past.”
A store display featuring Fat Tire beer’s new price: $100 per six-pack. The price change, limited to certain stores, is part of an effort to highlight the threat of climate change.New Belgium Brewing
New Belgium’s repricing stunt is also meant to draw attention to the recent certification of Fat Tire as a carbon-neutral product. The company says it’s the first nationally available beer to earn that distinction. The carbon-neutral certification is issued by SCS Global Services, which also oversees gluten-free and non-GMO certifications. Fechheimer says it’s an arduous process that involves measuring carbon outputs at every point of a product’s supply chain, buying credits to offset what can’t be eliminated quickly, and outlining a plan to get rid of the rest.
New Belgium’s efforts to combat climate change and earn that carbon-neutral certification have included powering its brewing plants with solar and other renewables, and working with suppliers—particularly bottle manufacturers—to reduce their impact.
When customers take a sixer of Fat Tire to the checkout at certain partner stores (New Belgium wouldn’t say how many), the beer will ring up at the climate change–inflated price. The customer will then get some marketing materials explaining the motive for the stunt, but, a spokesperson says, will ultimately be able to get his or her suds for the usual price.
“The point is to really highlight what all of us are feeling as brewers, and make it clear to consumers how severe this is,” Fechheimer says. “And maybe get them to think about the issue in a slightly different way.”
The U.S. has experienced a craft beer renaissance in recent decades, which New Belgium helped create since its founding in 1991. But Fechheimer warns that the smaller brewers his company paved the way for could be the most impacted by the costs of climate change.
“The small and medium-size [breweries] are the ones that get squeezed,” he says; bigger operations get better access to the shrunken output of disrupted harvests.
If Fechheimer wants to get consumers’ attention, that’s a scenario likely to do the trick. The post–climate change world won’t just mean grappling with constant natural disasters and mass forced migration: You might also be limited to drinking Coors.
Saucey / Beer, Cider & Hard Seltzers / Ales
22 oz Bottle
From $4.
29
4 Cans 16 oz
From $7.99
6 Bottles 12 oz
From $9.99
12 Bottles 12 oz
From $15.99
12 Cans 12 oz
From $17.49
24 Bottles 12 oz
From $44.99
Set delivery address to see local pricing
Fat Tire Amber is the easy-drinking Amber Ale born in Colorado from New Belgium Brewing Company, a certified B-Corp. After nearly three decades of striving to reduce our impact, we are proud to produce America's first certified carbon neutral beer. Learn more at www.DrinkFatTire.com
New Belgium Brewing
Fat Tire Amber Ale
12 Bottles 12 oz
New Belgium Brewing Belgian Collection
Trippel
6 Bottles 12 oz
New Belgium Brewing
Fat Tire Amber Ale
4 Cans 16 oz
New Belgium Brewing
Ranger IPA
12 oz Bottle
New Belgium
Fat Tire: Amber Ale
12 oz Bottle
New Belgium Brewing
Fat Tire Amber Ale
24 Bottles 12 oz
New Belgium Brewing
Ranger IPA
6 Bottles 12 oz
New Belgium Brewing Lips of Faith
La Folie Sour Brown Ale
22 oz Bottle
New Belgium Brewing Voodoo Ranger
Imperial IPA
6 Bottles 12 oz
New Belgium Brewing Voodoo Ranger
Imperial IPA
19.
2 oz Can
New Belgium Brewing Voodoo Ranger
IPA
6 Bottles 12 oz
New Belgium Brewing Voodoo Ranger
IPA
12 Cans 12 oz
New Belgium Brewing Voodoo Ranger
Juicy Haze IPA
6 Cans 12 oz
New Belgium Brewing Voodoo Ranger
Imperial IPA
12 Bottles 12 oz
New Belgium Brewing Voodoo Ranger
Captain Dynamite IPA
6 Cans 12 oz
New Belgium Brewing Voodoo Ranger
Higher Plane Imperial IPA
6 Cans 12 oz
New Belgium Brewing
The Purist Clean Lager
6 Cans 12 oz
New Belgium Brewing Voodoo Ranger
Atomic Pumpkin Ale
6 Cans 12 oz
New Belgium Brewing
Citradelic Tangerine IPA
6 Bottles 12 oz
New Belgium Brewing
Fat Tire Belgian White Wheat Ale
6 Bottles 12 oz
New Belgium Brewing
Sour IPA
6 Cans 12 oz
New Belgium Brewing Voodoo Ranger
1985 IPA
6 Cans 12 oz
New Belgium Brewing Voodoo Ranger
American Haze IPA
6 Cans 12 oz
New Belgium Brewing
The Hemperor HPA Ale
6 Bottles 12 oz
New Belgium Brewing Voodoo Ranger
Juicy Haze IPA
6 Bottles 12 oz
New Belgium Brewing
Fat Tire Belgian White Wheat Ale
6 Bottles 12 oz
New Belgium Brewing Lips of Faith
Le Terroir Sour Ale
22 oz Bottle
New Belgium Brewing
Folly Variety Pack
12 Bottles 12 oz
New Belgium Brewing
Rampant Imperial IPA
6 Bottles 12 oz
New Belgium Brewing
Hop Kitchen Botanical Imperial IPA
22 oz Bottle
New Belgium Brewing
Fat Tire Amber Ale
12 Cans 12 oz
New Belgium Brewing
Fat Tire Amber Ale
22 oz Bottle
New Belgium Brewing Belgian Collection
1554 Enlightened Dark Ale
6 Bottles 12 oz
Anchor Brewing
Anchor Steam Beer
6 Bottles
Kona Brewing
Big Wave Golden Ale
6 Bottles
Smirnoff
Classic Vodka
1.
75 l
Allagash Brewing
White Wheat Beer
4 Bottles 12 oz
Sierra Nevada
Pale Ale
6 Bottles
Kona Brewing
Longboard Island Lager
6 Bottles
Firestone Walker Brewing
805
6 Bottles 12 oz
New Belgium Brewing
Fat Tire Amber Ale
12 Bottles 12 oz
Sapporo Premium
Lager
6 Bottles
Stone Brewing
IPA
6 Bottles 12 oz
Goose Island Beer
IPA
6 Bottles 12 oz
Einstök
Icelandic White Ale
6 Bottles
Hoegaarden
Belgium Wheat Beer
6 Bottles
Lagunitas Brewing
Little Sumpin' Ale
6 Bottles 12 oz
North Coast Brewing
Scrimshaw Pilsner
6 Bottles
Modelo Negra
Dark Lager
6 Bottles 12 oz
Lagunitas Brewing
IPA
6 Bottles 12 oz
Blue Moon Brewing
Belgian White Wheat Ale
6 Bottles
Golden Road Brewing
Hefeweizen
6 Cans 12 oz
Golden Road Brewing
Point the Way IPA
6 Cans 12 oz
Stella Artois
Belgian Pilsner
6 Bottles
Guinness
Draught Stout
6 Bottles 11.
2 oz
Pacifico
Clara Pilsner
6 Bottles
Golden Road Brewing
329 Days of Sun Lager
6 Cans 12 oz
Oskar Blues Brewery
Dale's Pale Ale
6 Cans 12 oz
Don Julio
1942 Añejo Tequila
750 ml
Ketel One
Dutch Vodka
750 ml
Hennessy
VS Cognac
750 ml
Don Julio
Blanco Tequila
750 ml
14 Year Single Malt Scotch
750 ml
Tanqueray
London Dry Gin
750 ml
Aperol
Aperitif
750 ml
Johnnie Walker
12 Year Black Label Blended Scotch
1.75 l
Baileys
The Original Irish Cream Liqueur
1.75 l
Smirnoff Ice
Party Pack with Original, Screwdriver, Green Apple, Peach Bellini
12 Bottles 11.2 oz
Guinness
Blonde American Lager
6 Bottles 11.2 oz
Firestone Walker Brewing
805
6 Bottles 12 oz
Kona Brewing
Longboard Island Lager
6 Bottles
Sapporo Premium
Lager
6 Bottles
Kona Brewing
Big Wave Golden Ale
6 Bottles
Anchor Brewing
Anchor Steam Beer
6 Bottles
Stone Brewing
IPA
6 Bottles 12 oz
Goose Island Beer
IPA
6 Bottles 12 oz
Shiner
Bock
6 Bottles
Santitas Tortilla Chips
Mexican Tortilla Chips
11 oz
Lagunitas Brewing
IPA
12 Bottles 12 oz
Guinness
Extra Stout
6 bottles 11.
2 oz
Sierra Nevada
Pale Ale
6 Bottles
Guinness
Draught Stout
6 Bottles 11.2 oz
Michelob Ultra
Light Lager
6 bottles 12 oz
Arizona
Raspberry Tea
23.5 oz
Hoegaarden
Belgium Wheat Beer
6 Bottles
Allagash Brewing
White Wheat Beer
4 Bottles 12 oz
Einstök
Icelandic White Ale
6 Bottles
Lagunitas Brewing
Little Sumpin' Ale
6 Bottles 12 oz
Josh Cellars
Sauvignon Blanc
750 ml
Cheetos
Crunchy
3.25 oz
Yellow Tail
Chardonnay
750 ml
Fort Point
KSA: Kolsch Style Ale
6 Cans
Ratings overview
2 Reviews
FAQ
Terms of Service
Privacy Policy
Returns & Refunds
Careers
Blog
Terms of Service
Privacy Policy
Returns & Refunds
Corporate Accounts
Retail Partners
Become an Affiliate
Louis5 stars 4 stars 3 stars 2 stars 1 star
Pros
Removes fat in the kitchen in one or two! Very economical, one bottle "worked" for two years. I have a black matte hob (almost a soft touch), plus a snow-white tile around the stove. On such a surface, grease and streaks are very visible. Grass cleanses instantly and the cleanliness effect lasts quite a long time. But wash only with gloves! nine0003
Disadvantages
no
Advantages
Excellent product I take not for the first time
Advantages
Effortlessly washed the oven, stove, toaster to a new condition. I just sprayed it, all the fat was stacked, I collected it with a sponge and fortunately there is no limit)
Disadvantages
Be careful with kitchen facades, it corrodes the coating.
Comment
The first bottle (which washed everything) ran out, bought a new one in Castorama: it washes no better than ordinary dish detergent, even the smell is not so pungent… either it's a fake, or the composition has changed, which is very upsetting
Benefits
Removes grease from any surface, effective, gentle care.
Disadvantages
There are none
Comment
I was very pleased with this tool. Thanks to the developers who created this formula.
Benefits
Cleans fast. Does the job well.
Disadvantages
Very pungent odor, terrible stench. I ventilated the kitchen for a very long time. Work only in a mask and gloves!!!
Features
Excellent grease remover
Advantages
Removes grease very well. Straightaway.
Disadvantages
No
Comment
I will still order
Poles
perfectly delete fat, even the most complex pollution, acceptable price
Disocations
No
Comment
I have been using the Anti-Fir Azelit tool for more and other products of your company.
For me, this tool is a favorite among other tools in the kitchen. It does its job very well. Removes even the most stubborn fat in a short time. Anti-grease is well and quickly washed off surfaces without leaving streaks. The tool is multifunctional. The bottle itself is easy to use. This result speaks volumes about a job well done! I remembered the words from the biblical book of Proverbs: "Any hard work is beneficial." nine0075 We wish you success in production and new useful developments! Recommend!
Advantages
Not found
Disadvantages
I do not share the rave reviews at all.
Comment
Doesn’t clean((What washes off this useless product, ordinary water would wash away. He coped with a bang, after a short exposure to the surface, all 9 were washed off0003
Disadvantages
Odor during exposure to contaminated surface vigorous
It dries quickly on the surface, you have to either wash it quickly or add
Advantages
Works perfectly, we only buy it, I recommend it!
Disadvantages
None
Comment
Just don't degrade the quality Grass
Advantages
Frying pans like new after cleaning, super tool
Disadvantages
Strong Nar no longer takes
Comment
Very cool tool
Poles
Effect, Price
Disocations
No
Comment
To say that I am in shock, this is not to say anything !!!
How much money I used to spend on all these conditionally cleaning products!!!
Everything is empty!! I was even ready to replace the hob.
..
Until I accidentally bought this remedy out of desperation !! nine0075 It's kind of fantastic!!!
There is no trace of old fat left!!! I applied it and after a short time I wiped everything with a clean cloth and voila !!!
The kitchen is sparkling!!
Thanks to everyone who took part in the development of the formula of this tool !!!
I'm happy!!
Advantages
I liked the fact that dirt is cleaned very well and quickly. And an acceptable price.
Disadvantages
None
It is not uncommon for consumers to avoid fairly harmless products that are actually harmless to health. We have already said that you should not be afraid of spreads or food flavors. However, trans fats are a different story. With the help of experts, we understand what they are and why you should not get involved in fast food, cookies or butter.
Trans-fatty acids are fats with a modified chemical formula.
In this form, they are less absorbed by the body and can lead to cardiovascular diseases. How are trans fats formed? Trans fats are formed as a result of heating, the process of hydrogenation, and are also found naturally in meat and dairy products. nine0003
Vladimir Bessonov
Doctor of Biological Sciences, Head of the Laboratory of Food Chemistry FSBSI "Federal Research Center for Nutrition and Biotechnology"
- If you delve into the differences between the types of fat, that is, saturated, there is unsaturated, and there is trans fat. The first type consists of chains of carbon and hydrogen atoms, in the case of the second, hydrogen may be absent in some sections of a similar bond - then the chain breaks and becomes more plastic. This determines the fluid consistency of unsaturated oils such as sunflower. Partial or full hydrogenation involves filling these gaps with hydrogen - the chain is straightened, and the fat becomes harder. In this form, it is convenient for making cakes, cookies and other products.
Thus, hydrogenation is the process of converting unsaturated fats into saturated ones. However, a side effect of this process may be the formation of trans-isomers - an alternative formula in a configuration that is difficult for the body to digest. nine0003
But hydrogenation isn't the only cause of trans fats.
- Due to the peculiarities of the structure of the gastrointestinal tract, some animals (cows, goats, rams and other artiodactyls) can form trans-isomers in fat - they pass into meat or milk, - says Vladimir Bessonov .
“Hydrogenation has been used for over a hundred years, meaning three or four generations have grown up on foods that contain trans fats. And only about ten years ago, the first data were obtained that their use increases the risk of developing cardiovascular diseases, the scientist continues. nine0003
It has been proven that saturated fatty acids and trans fats practically do not participate in human metabolism, disrupt the lipid profile and can lead to cardiovascular diseases.
Arkady Kuramshin
Associate Professor of the Department of Macromolecular and Organoelement Compounds of the Chemical Institute. A. M. Butlerov Kazan Federal University, Candidate of Chemical Sciences
- Trans fats appear when heated - for example, they appear in vegetable oil when frying. Therefore, it is important to change it and any other after two or three uses. Today, for products, the upper limit of the permissible content of trans fats (which arose as a result of hydrogenation) is set - up to 2%. It is worth noting that this restriction does not apply when it comes to natural trans fats - they cannot be regulated, and meanwhile, in ordinary butter, their amount can reach up to 8%. nine0003
According to the US Centers for Disease Control and Prevention (CDC), fast food (especially hamburgers, cheeseburgers, and so on) remains the leader in the content of trans fats and saturated fatty acids.
Natural cow and goat milk (and other dairy products), meat of artiodactyl animals cannot do without trans fats, they are often found in confectionery products (for which oil is hydrogenated), snacks.
nine0003
However, Vladimir Bessonov explains that the content and amount of trans fats and saturated fatty acids in the listed products may vary. For example, the presence of trans fats in chips depends on the quality of the cooking oil.
Previously, the upper threshold for the permissible content of trans fats was 20%, then it decreased to 8%, since January 2018, a standard came into force limiting the permissible amount of trans fats to two percent, the specialist explained. Thus, in fatty products produced before 2018, the content of trans fats in a concentration of more than 2% is acceptable, and after - no. nine0003
Vladimir Bessonov calculated that we used to eat 3-3.5 grams of trans-fatty acids, provided that their content in products varied from 8 to 20%. After lowering the bar to 2%, we, taking into account natural trans fats, eat about 2.5 grams per day - this corresponds to the WHO prescription. So you don’t need to give up milk and other products that contain trans fats, but you shouldn’t lean on them either.
Ekaterina Nesterova
Executive Director of the Association of Producers and Consumers of Oil and Fat Products
- The technical regulation limiting the content of trans fats to 2% was adopted back in 2011. At the same time, a transition period was established, because the food industry needed time to adapt to new technologies for production. Reconstruction and modernization of equipment was required. The introduced rate of 2% is harmonized with the recommendations of the World Health Organization, which calls on the food industry around the world to limit the use of trans-fatty acids as much as possible. According to scientists, trans fats not only negatively affect the cardiovascular system, but also increase the risk of obesity, the development of metabolic syndrome and diabetes, and contribute to systemic inflammation. According to WHO recommendations, trans fats should not exceed 1% of total calories. nine0003
The content of trans fats in products is usually indicated in the composition.
Should be written "vegetable fat", "cooking oil", "partially hydrogenated vegetable fat" or "partially hydrogenated fatty acids". Vladimir Bessonov explains that with complete hydrogenation, trans-isomers just do not form, but the very consistency of the oil becomes hard as a candle and unsuitable for confectionery purposes. In the composition, trans fats are indicated as a percentage (that is, it is indicated how much they take from the total amount of fat contained in the product). nine0003
The course to reduce trans fats in Europe
Manufacturers in developed countries are making every effort to reduce the content of trans-fatty acids in products. Denmark was the first country to pass a trans-isomer restriction law in 2003. Gradually, other states joined it - Sweden, Switzerland, Hungary, Norway, etc. In Germany, the restriction is advisory in nature.
Vladimir Bessonov also says that technologies are already emerging that allow products to be produced without trans fatty acids.
