In June, 1991, Jordan and Lebesch began test brews of two beers: an amber ale named Fat Tire and a Belgian-style dubbel called Abbey. Fat Tire was named after the bike Lebesch had toured Belgium on and quickly became New Belgium’s flagship beer. The ale was an instant hit; it was so popular that it helped establish the brewery as a serious player in the craft beer industry. Today, Fat Tire is still one of the most popular craft beers in the United States!

New Belgium also has a Voodoo Rangers line, which includes a variety of IPA styles and the infamous Voodoo Ranger mascot on every can. The mascot features a very fashionable skeleton - very apt for how bold and rebellious Voodoo Ranger brews are - whose sense of style changes with every packaging. The Voodoo Ranger line is known and absolutely desired for its strong and hoppy flavours, with the Voodoo Ranger IPA being America's best-selling IPA today!

Besides its environmental efforts, New Belgium Brewing is also dedicated to social responsibility. In 2000, New Belgium introduced its employee ownership program and developed a very quirky corporate culture, putting them in lists of 'Most Audacious Companies' and 'Best Places to Work'. New Belgium is 100% employee-owned, and its worker-focused policies have earned it recognition as a top workplace.

In addition, New Belgium is a certified B Corporation, which means that it meets rigorous standards for social and environmental performance, accountability, and transparency. New Belgium also has a tradition of awarding co-workers with a bike on their anniversary since 1999!