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

For Immediate Release
Author:
Publish date:

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 www.backbonemedia.net.



BYLINE:

Bryson Ross

Related

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 will be the agency of record handling print, online and TV media and will work collaboratively with the talented and creative in-house team ...read more

Brands like Stanley and Joshua Tree say their partnerships with Cairn have yielded unparalleled consumer feedback. Photo courtesy of Cairn.

Cairn Names Backbone Media PR Agency of Record

BEND, ORE. - April 10, 2018  Cairn, the leading outdoor gear subscription box company, has hired Backbone Media to manage its communications strategy and public relations. Founded by former aerospace engineer Rob Little, and Apple veteran, Jared Peterson, Cairn was born out of ...read more

Upslope Brewing Taps Verde PR as Public Relations Agency of Record

Media Contact: Lauren Fallert Verde PR lfallert@verdepr.com 303-955-2357 Boulder, Colo. – Upslope Brewing Company, hand-crafters of premium, filtered ale made with all natural ingredients, has tapped Verde PR & Consulting as their official agency of record. “Upslope is growing ...read more

PrimaLoft_Primary_Logo_CMYK_4_22_2019_11_01_11_AM

PrimaLoft Selects Backbone Media as PR Agency of Record

LATHAM, N.Y. (Sept. 12, 2019) – PrimaLoft, Inc., the world leader in advanced material technology, has named Backbone Media as its public relations agency of record for North America. Backbone will lead PrimaLoft’s earned media strategy, targeting both business-to- business and ...read more

Boulder Boat Works logo

Boulder Boat Works Hires Backbone Media as PR Agency of Record

CARBONDALE, Colo. - February 15, 2018  Boulder Boat Works, a leading manufacturer of hand-crafted premium drift boats, today announced Backbone Media as its communications agency of record. The Colorado-based agency will partner with Boulder Boat Works for public relations and ...read more

Vert-Med-4x4

Pat’s Backcountry Beverages Taps Backbone Media for PR

Wheat Ridge, Colo. (July 16, 2014) – Pat’s Backcountry Beverages, leaders in environmentally-responsible craft beer and natural soda concentrates, has named active lifestyle agency Backbone Media to manage its public relations as the brand continues its rapid growth into new ...read more

Wheel Pros Selects Backbone Media as PR Agency of Record

DENVER, Colo. (November 19, 2020) – Wheel Pros, the leading designer, marketer, and distributor of branded aftermarket wheels and distributor of performance tires and accessories, has named Backbone Media as its public relations agency of record. The Colorado-based agency ...read more

Midland Radio Partners with Backbone Media as Public Relations Agency

KANSAS CITY, Mo. (Sept. 8, 2016 ) - Leading two-way communications and weather radio manufacturer, Midland Radio Corporation, has selected Backbone Media to drive public relations efforts across North America. Midland Radio chose Backbone Media to help build awareness and ...read more

New Belgium Brewing Joins One Percent For The Planet

Ft. Collins, CO – January 28, 2008 – New Belgium Brewing, makers of Fat Tire Amber Ale and other Belgian-inspired beers, today joined One Percent for the Planet (1% FTP), turning a portion of its sales into a pledge to help the planet The nation's first brewery to incorporate ...read more