WHAT IS RESPONSIBLE CONSUMPTION?
Responsible consumption of alcohol is a commitment to prioritizing the health and safety of yourself and others when enjoying alcoholic beverages.
WHAT ARE NEW BELGIUM’S RESPONSIBLE CONSUMPTION PRIORITIES?
We believe that prevention is a key area of focus in ensuring the safe and responsible consumption of alcohol. Through our community investments, we encourage mindful drinking habits and prioritize prevention through research, education, and advocacy.
HOW DOES NEW BELGIUM ACTIONABLY PROMOTE RESPONSIBLE CONSUMPTION OF ALCOHOL?
New Belgium donates to responsibility-focused research and nonprofit organizations across the country and in our home states, such as Washington Regional Alcohol Program, North Carolina State University Prevention Services, and Colorado State University DAY Program. In 2024, we made more than $100,000 in community investment donations.
We’ve built a foundation of promoting safe and responsible consumption of alcohol, and helping our partners do the same. We have Responsible Alcohol Consumption (RAC) workstreams in place to continue building upon these efforts, with a particular focus on prevention.
ARE NEW BELGIUM EMPLOYEES TRAINED IN RESPONSIBLE ALCOHOL SERVICE?
Yes, all New Belgium coworkers are required to undergo a training that offers insights into how alcohol affects us and provides tools and resources to promote alcohol awareness and responsibility, and all customer-facing coworkers must maintain current certification of TIPS® (Training for Intervention Procedures).
Additionally, all coworkers are required to take a training that provides tools and resources to promote alcohol awareness, as well as offers insights into how alcohol affects us. The content is informed by a physician and based in medical research and best practices, and clearly defines the impacts of alcohol based on a myriad of specific factors, including body weight, gender, alcohol content, amounts of alcohol, and more.
HOW DOES NEW BELGIUM ADVERTISING ENCOURAGE RESPONSIBLE CONSUMPTION?
We take our responsibility as an alcohol supplier seriously, and we are intentional with the messaging on our labels, in our ads and other communications channels, as well as where we deploy these messages. Our total advertising impressions made on individuals at or above the legal drinking age exceeded 99% in 2023.
Internally, per New Belgium’s Code of Conduct, we practice honest, straightforward, and ethical marketing consistent with our commitment to safety and respect for one another, as well as all laws and regulations and alcohol responsibility guidelines set by the Beer Institute.
HOW CAN NEW BELGIUM PROMOTE RESPONSIBLE CONSUMPTION WHILE ALSO OFFERING DRINKS WITH HIGH ALCOHOL CONTENTS?
We have an obligation to our fans to listen to what they want, and increasingly beer drinkers are looking for high-flavor, high-ABV options, like our Voodoo Ranger Juice Force brand family, but we also have a role in promoting responsible consumption of those beverages.
Those drinking New Belgium beverages with a higher alcohol content should do so in greater moderation than they would a lower-ABV drink.
Specific to our Voodoo brand family, as part of our messaging, we’ve begun pairing the phrase “Please Drink Responsibly” with our popular Voodoo Ranger brand tagline, “Live Rangerously,” to emphasize responsible consumption.
We want our fans to enjoy our beverages, but to do so safely and responsibly.
WHERE CAN I FIND MORE INFORMATION ABOUT ALCOHOL AND ITS EFFECTS?
There are many very helpful resources online about alcohol, its effects, and enjoying alcohol responsibly. A great place to start would be www.Responsibility.org. And of course, please consult a medical professional for all individual circumstances.
HOW CAN I ENJOY NEW BELGIUM’S BEVERAGES RESPONSIBLY?
New Belgium beverages are best enjoyed responsibly, so be sure to know your limits and always drink in moderation. Pace yourself by spacing out your drinks, eat before and after, and drink plenty of water. Ensure the safety of yourself and others by planning ahead when drinking: Utilize public transportation, ride-sharing apps, or arrange a designated driver.
DOES NEW BELGIUM OFFER ANY LOWER-ALCOHOL OR NON-ALCOHOLIC OPTIONS?
Yes, New Belgium offers multiple lower-ABV options both via distribution and in our taprooms, including fan favorites like Fat Tire Ale (5.2% ABV), Mountain Time Premium Lager (4.4% ABV), and Fruit Smash Hard Seltzers (4.7% ABV).
While we don’t make any non-alcoholic beverages at this time, all of our taprooms offer non-alcoholic beverages such as non-alcoholic beers, seltzers, and sodas.