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New Belgium was releasing a long-awaited “session IPA”, that, unlike most IPA’s with heavyweight-level ABV percentages, ...
New Belgium was releasing a long-awaited “session IPA”, that, unlike most IPA’s with heavyweight-level ABV percentages, was one that you could sip on all day. We visited the Fort Collins, CO headquarters of the 100% employee owned company where we experienced first hand the importance of bike-riding as part of the company culture. After a careful look at the competitive landscape of session IPA names and through review of al internally generated names, an early contender, Slow Ride, speaking to the brand’s love of bicycles and the leisurely pace at which one would sip this brew, emerged as a clear winner.
