Press Releases

New Belgium Brewing Selects Backbone to Handle Media

Backbone Media LLC, of Carbondale, Colorado, has been selected to manage New Belgium Brewing's media planning and buying for 2009.

Backbone Media LLC, of Carbondale, Colorado, has been selected to manage New Belgium Brewing’s media planning and buying for 2009. Backbone will be the agency of record handling print, online and TV media and will work collaboratively with the talented and creative in-house team at New Belgium.

New Belgium Brewing is a perfect fit for Backbone Media, which prides itself on working for brands and promoting products that the team personally believes in. The commitments to corporate sustainability that New Belgium was founded upon also align with those of the Backbone team and the Backbone client roster.

“We chose Backbone because of their similar core values and beliefs,” Adrian Glasenapp, New Belgium Branding Activities Manager said, “Combine that with their thorough understanding of our markets, fresh creativity, and the ability to deliver a comprehensive media plan – and we’re expecting great things from our partnership.”

Backbone builds integrated media campaigns for Black Diamond, Gerber Legendary Blades, Brunton, Newton Running, Kaestle, and Cloudveil while also currently managing public relations for over 24 clients in the active lifestyle markets.

“Our public relations experience provides us a unique lens on the connection between media and brand image,” Backbone Media Director, Greg Williams states, “This allows us to create a cohesive marketing message and sets us apart from traditional media planning agencies.”

New Belgium’s steadfast dedication to doing good while making a great product will find common bedfellows in Backbone’s list of innovative clients including 1% For the Planet, InPower Systems, and Polartec.

Williams continues, “The New Belgium message is a fun one – folly, sustainability and great beer. We will leverage a mix of media to extend brand awareness as well as supporting distributors on a regional level. We will also build upon the success of New Belgium’s festival and event sponsorships, including the popular Tour de Fat and Team WonderBike as a way to spread the New Belgium message to a broader audience.”

New Belgium Brewing Company, makers of Fat Tire 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. 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.