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Press Releases

New Belgium Brewing Taps Backbone Media as Media Buying and PR Agency of Record

For Immediate Release

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CARBONDALE, Colo. – Jan. 16, 2018 

New Belgium Brewing logo

New Belgium Brewing Company, one of the country’s leading craft breweries and maker of the popular Fat Tire Belgian Style Ale, has named Backbone Media as its media buying and public relations agency of record.

“We’re excited to reunite with New Belgium Brewing, a brand that was integral to the growth of our agency’s media planning and buying services nearly a decade ago,” said Greg Williams, partner and media director of Backbone Media. “Now, nearly seven years later, and with a changing media landscape, brands like New Belgium are benefitting from the synergy that results from integrated marketing efforts. Our strategy across paid and earned media will reinforce New Belgium’s position as an industry leader in craft brewing and in sustainable business practices.”

New Belgium Brewing is a 100 percent employee-owned craft brewery founded in 1991 and headquartered in Fort Collins, Colorado. As of 2016, New Belgium Brewing is the fourth-largest craft brewery in the U.S. The company opened a second brewery in Asheville, North Carolina, in 2016, and its beers are sold in all 50 states. The brewery has earned a reputation for empowering its owner-employees and putting a premium on environmental sustainability.

“We have found that Backbone’s capabilities and suite of services makes the agency uniquely qualified to take our message to a broader audience,” said Bryan Simpson, Communications Director at New Belgium Brewing. “Backbone understands our history, our innovations in sustainability, and our commitment to brewing world-class, high-quality beers. Moreover, they have a command of the active lifestyle market and they know how to combine our paid and earned media marketing to efficiently tell the New Belgium story.”

This news follows the announcement from November 2017 that Backbone also won media buying services for YETI, a longtime public relations client of the agency. Today, Backbone employees more than 50 full-time associates, who serve more than 60 brands in the outdoor and active lifestyle markets.

About Backbone Media

Backbone Media targets, engages and inspires the active lifestyle market through public relations, social media, media planning and buying. For more than 20 years, Backbone has worked with leading outdoor gear, apparel, technology, and food and beverage brands, as well as tourism destinations around the world. Backbone has offices in Carbondale and Denver, Colorado, and has been named Outside magazine’s “Best Places to Work.” For more about Backbone Media, visit


Bryson Ross