Friday Fun: A Ben & Jerry’s… Beer?

ameliatraynor |


The day has finally come. VT’s own Ben & Jerry’s and Colorado’s New Belgium Brewing Co. have teamed up to create an ice cream inspired brew – the “Salted Caramel Brownie” brown ale.

The beer, which won’t hit shelves until fall, will be “laden with chocolaty, salted-caramel, vanilla goodness, while helping Protect Our Winters combat climate change,” according to the packaging.

Protect Our Winters
POW’s mission is to unite and actively engage the global snow sports community to lead the fight against climate change

While a sixer of this may sound sickeningly sweet, there’s more to the story than ice cream beer. Both companies are “B-Corps” with strong histories of social activism, and Ben & Jerry’s Senior Global Marketing Manager Jay Curley promises their new campaign with POW will be “both delicious and impactful”.

“We’re big fans of New Belgium Brewery, their values, and their fun culture, and of course their beer,” he said. “We’re excited for the campaign we’ve developed together.”

Finally, a beer that’s good for you, and good for the planet.

The New Belgium Brewing Co. headquarters in Fort Collins, CO
The New Belgium Brewing Co. headquarters in Fort Collins, CO

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