New Belgium & Subpar Parks Launch Subpar Pale Ale

Through its three decades of brewing, New Belgium Brewing has held a deep connection with the environment. The brewer has met the demands and requirements of maintaining its Certified B Corp status as it brews some of the most recognized beers in America.

To honor Earth Day this year, New Belgium Brewing has partnered with the satirical Instagram account @Subpar Parks on the release of Subpar Pale Ale. This limited release beer features floral, citrus, and pine resin notes reminiscent of the “heavy-handed number of trees” you’ll find in our national parks.

Subpar Parks is an illustration project from artist Amber Share that juxtaposes natural wonders around the world and the one-star reviews people have left online for them, has become a beloved following with more than 400,000 followers.

With the Instagram caption: “real bad reviews of parks: apparently America’s best idea wasn’t that great,” Amber created Subpar Parks in 2019 to poke fun at the idea that some people just miss the point when it comes to appreciating Earth’s natural wonders. New Belgium, knowing the same can be said for even its most beloved craft beers, saw an opportunity to collaborate with Subpar Parks on a special release that celebrates Earth Day by throwing shade at nature – and in turn, reminding consumers of the importance of standing up for our planet against threats from climate change.

In the lead up to Earth Day, New Belgium and @SubparParks will encourage fans to get out and review their favorite local outdoor hangs – drawing on their most brutal critiques, of course. The partnership also includes a giveaway of a public lands pass, custom New Belgium bicycle, signed copy of Amber’s book, and additional @SubparParks and New Belgium swag.

“Our passion for brewing world class beer is equal to our dedication to inspiring environmental stewardship,” said Shaun Belongie, Chief Marketing Officer at New Belgium, in a press release. “Collaborating with Subpar Parks for this year’s Earth Day release was a natural fit to promote the enjoyment of two National wonders, parks, and beer.  We hope this collaboration reminds consumers, through a lens of irony, to pause and remember why we celebrate Earth Day.”

New Belgium is no stranger to celebrating Earth Day as the company’s commitment to environmental accountability starts at the foundation of their corporate structure. Prior to even brewing their first beer, New Belgium’s Co-Founders took a hike in Rocky Mountain National Park back in 1991 to determine a set of core values that the company would adhere to. Born that day was a key core value honoring Earth’s natural resources – used not only to brew beer, but to power us as humans – “we inspire environmental change.”

In the 32 years since that famous hike, New Belgium has done just that. A certified B Corporation since 2012, New Belgium was the 1st wind powered brewery in the United Sates, developed the 1st carbon neutral footprint study for beer, released the country’s first certified carbon neutral beer, and remain vocal advocates for policy change in the arena of climate action. Brewery employees even receive Earth Day off each year as a paid holiday and are encouraged to get outside and enjoy the many natural resources available to them.

New Belgium will donate $1 for every Subpar Pale Ale sold to benefit environmental organizations in New Belgium’s home states of Colorado and North Carolina through Rocky Mountain Conservancy and Friends of the Smokies. Fans will also get the chance to meet Amber Share at New Belgium’s Fort Collins Liquid Center on April 22nd as well as in the Asheville Liquid Center, on April 29th, where she will be signing copies of Subpar Pale Ale posters as well as her book, Subpar Parks, which will be available for purchase on site.

Subpar Pale Ale will be available for online orders through direct-to-consumer shipping in applicable states beginning on Thursday, April 20th. Retail purchases will also be available on April 20th at New Belgium’s liquid centers in in Fort Collins, CO, Asheville, NC, and San Francisco, CA. For more information about Subpar Pale Ale, visit newbelgium.com.