Ben & Jerry’s and New Belgium Brewing Unveil Next Piece in Partnership
Beer and Ice Cream Focus on Climate Initiative to Benefit Protect Our Winters
Washington, DC. October 21, 2015 – Never before, has eating ice cream (or drinking beer for that matter), been an act of citizenship. Until now.
Protect Our Winters is excited to announce the next component in its partnership with Ben & Jerry’s and New Belgium Brewing, with the launch of the collaborative ice cream flavor Salted Caramel Brown-ie Ale. POW will be the proud benefactor of sales of this concoction, which will be available in Ben & Jerry’s Scoop Shops and pints across the country, and features New Belgium Brown Ale Ice Cream with Salted Caramel Swirls and Fudge Brownies.
The ice cream, arriving on shelves this month, was unveiled Wednesday evening at a Washington D.C. celebration and concert benefitting POW. Heralded as “a night of music, climate activism, beer, and ice cream”, patrons were entertained by musicians Galactic and Dr. Dog while mingling with POW Riders Alliance athletes in town to meet with the Environmental Protection Agency and various elected officials, urging their support of the Clean Power Plan. Attendees at the event were encouraged to write letters of their own requesting action in their home states to embrace the Plan in order to reduce carbon emissions.
In addition to the ice cream, Ben & Jerry’s and New Belgium combined forces on a Ben & Jerry’s-inspired beer – the delicious Salted Caramel Brownie Brown Ale – as earlier announced by the brewing company in April 2015, causing the highest ever social media traffic day for the brewery with its announcement. It has since been sampled at various New Belgium and Protect Our Winters events throughout the country and will hit shelves in early November. Learn more about how you can take action, where events are being hosted, and where you can find both the beer and ice cream by visiting: https://staging.protectourwinters.org/take-action/pints-for-pow/
New Belgium Brewing and Ben & Jerry’s, both socially responsible B Corp companies, jointly pursued a partnership with POW to bridge the gap between the winter sports community and the necessary action to address climate change. “We wanted to partner with a business that shared our progressive values, fun spirit, and desire to take action giving fans an opportunity to act on climate. New Belgium quickly became the perfect choice,” said Jay Curley, Senior Marketing Manager at Ben & Jerry’s. A portion of the proceeds from the ice cream and the beer will benefit Protect Our Winters.
“We are incredibly excited to be working with a like-minded business, creating top-notch flavor sensations and leveraging our collective efforts to bring awareness to B Corps and climate issues,” said Bryan Simpson, New Belgium’s PR Director. “Beer and ice cream are a beautiful pair and getting to turn folks onto the work of POW makes this collaboration that much more meaningful.”
Activism has never been so fun. Or delicious.
For more information about Protect Our Winters, visit www.protectourwint.wpengine.com.
For more information about New Belgium Brewery, visit www.newbelgium.com
For more information about Ben & Jerry’s, visit www.benjerry.com
Protect Our Winters (POW) was started in 2007 by pro snowboarder Jeremy Jones who witnessed first-hand the impact of climate change on our mountains. After having been turned away from areas that had once been ride-able and seeing resorts closed due to lack of snow, Jeremy saw a gap between the winter sports community and the action being taken by us all to address the problem. Snow-based recreation in the United States is estimated to contribute $62 billion annually to the US economy and supports over 940,000 jobs. So when we look at the cost of inaction, it’s serious business. We are the environmental voice of the global snow sports community, united towards a common goal of reducing climate change’s effects on our sports, our industry and local economies through education, advocacy and community-based activism. POW was founded on the idea that the collective power of the winter sports community is massive, and if we can all work together, the end result can be revolutionary. Together We Can Protect Our Winters. www.protectourwint.wpengine.com
ABOUT NEW BELGIUM BREWING
New Belgium Brewing, makers of Fat Tire Amber Ale and a host of Belgian-inspired beers, is recognized as one of Outside Magazine’s Best Places to Work and one of the Wall Street Journal’s Best Small Businesses. The 100% employee-owned brewery is a Platinum-level Bicycle Friendly Business as designated by the League of American Bicyclists, and one of World Blu’s most democratic U.S. businesses, and a Certified B Corp. In addition to Fat Tire, New Belgium brews ten year-round beers; Ranger IPA, Rampant Imperial IPA, Slow Ride Session IPA, Snapshot Wheat, Shift Pale Lager, Sunshine Wheat, 1554 Black Ale, Blue Paddle Pilsener, Abbey Belgian Ale and Trippel. Learn more at www.newbelgium.com.
ABOUT BEN & JERRY’S
As an aspiring social justice company, Ben & Jerry’s believes in a greater calling than simply making a profit for selling its goods. The company produces a wide variety of super-premium ice cream, yogurt and sorbet using high-quality ingredients. Ben & Jerry’s incorporates its vision of Linked Prosperity into its business practices in a number of ways including a focus on values-led sourcing. In 2014 the company plans to complete its transition to using entirely non-GMO (genetically modified organisms) ingredients by source as well as to fully Fairtrade-certified ingredients wherever possible, which benefits farmers in developing countries. Ben and Jerry’s products are distributed in 35 countries in supermarkets, grocery stores, convenience stores, franchise Ben & Jerry’s Scoop Shops, restaurants and other venues. Ben & Jerry’s, a Vermont corporation and wholly-owned subsidiary of Unilever, operates its business on a three-part Mission Statement emphasizing product quality, economic reward and a commitment to the community. Ben & Jerry’s became a certified B Corp (Benefit Corporation) in 2012. The Ben & Jerry’s Foundation’s employee-led grant programs totaled $2.5MM in 2014 to support economic and social justice, environmental restoration, and peace through understanding. For the inside scoop on Ben & Jerry’s visit www.benjerry.com.
