Breaking News - New Belgium Worthy Glass Crusade
March 13, 2000 -- The right glass can improve your beer drinking experience
FORT COLLINS, CO: From one of Europe's most respected glass purveyors, New Belgium Brewing Company has received their first shipment of glasses designed to match the icon of their company logo. The highly distinctive glass is stemmed to keep the partaker's hand from warming the beer and has a voluptuous globe shape that captures and directs the beer's aromas toward the nose. The narrow opening encourages foam, which, beyond the visual appeal, enhances the beer's bouquet.
Starting February 1 and continuing through April, New Belgium Brewing Company and their retailers will be offering consumers the opportunity to obtain these glasses via 1) coupons on case displays, 2) attending a Worthy Glass Night promotion at a local establishment or 3) by being a guest at a beer dinner honoring the new glasses. As well, folks can order the beer globes from the brewery's web site, www.newbelgium.com. The special price during this crusade is 4 glasses for $12 (a $28 value) which includes shipping and handling.
Jeff Lebesch, co-CEO of New Belgium Brewing Company, was the instigator of the Worthy Glass Crusade. In Belgium proper, the inhabitants have embraced beer to the cultural degree their French neighbors hug wine. The focal point of all this Belgian beer hubbub is the highly stylized glass. Just about anywhere you order a beer in Belgium you can expect the beverage to be served in its own brewery-personalized glass. Jeff, in his many travels to Belgium, would partake of the local ales and longingly wish he could enjoy his own American creations in such wonderful glasses: beer vessels that recognized the significance of the craft and love that went into their liquid contents. Jeff, deservedly, wanted better for his beers than the American pint glass.
Over a year ago, he challenged the NBB marketing crew to not only find a glass worthy of New Belgium's highly distinctive stable of beers but also to develop an educational campaign to explain to their consumers the benefits of using such a glass. This crusade is, hopefully, the rise to Jeff's challenge.
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