Fat Tire’s ‘Drink Sustainably’ Effort Advertises Six-Packs for $100

Read the full story at Muse by Clio.

Do you want to live in a world where a six-pack of beer costs $100? Wild guess: You don’t. And yet, today, select retailers began advertising $100 as the price for sixes of New Belgium Brewing’s Fat Tire Amber Ale.

Is this any way to celebrate International Beer Day?

Of course, you won’t really have to pay $100. It’s all part of a broader campaign, “Drink Sustainably,” designed to raise environmental awareness and underscore Fat Tire’s status as America’s first certified carbon-neutral beer.

The phony price hike, we’re told, reflects the potential cost of beer in coming decades if climate change proceeds apace. Fat Tire contends that “the entire brewing industry, along with countless other industries, will suffer broken supply chains and rising costs as climate impacts escalate.”

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