WASHINGTON – A popular beer maker is asking drivers to give up their ride for a shiny new bike.
New Belgium Brewing company, well-known for its Fat Tire beer and its sponsorship of national cycling events, is bringing the Tour De Fat challenge to D.C.
The company is asking bikers, commuters and beer drinkers to submit a two-minute video as to why they deserve to win a brand new bike.
But this isn’t just any bike. The New Belgium bike is a fully loaded, hand- crafted commuter bike built in Fort Collins, Colo. It will be specially customized for its winning rider.
The company’s goal is to wean consumers off petroleum to become better, more environmentally conscious consumers. The winner will have to commit for a full year to a car-free, peddle-powered lifestyle.
The contest is coming to D.C. on June 16. There’s even a Pandora “shift beer” station created by the beer maker to fuel the momentum beyond its two-wheeled effort.