Industry News
BEND, Ore., (February 9, 2024) – Pub Beer, the flagship brand of 10 Barrel Brewing, proudly announces its partnership with Natural Selection. As The Official Après Beer of Natural Selection Tour, Pub Beer adds its inaugural title sponsorship with snowboarding’s most progressive competition to a growing list of partners in the culture, including The Bomb Hole, Monster Children and Slush Magazine. Merging two pillars in the outdoor space, Pub Beer’s partnership with Natural Selection strengthens the core snowboarding community while bringing Cheap Fun to the après for competitors and fans alike.
Coming from Bend, Oregon, 10 Barrel is known for its ethos of “Drink Beer Outside,” and for innovating award-winning brews that defy convention. Once a radical concept for the craft beer brand, Pub Beer reinvented norms with an easy-drinking, economical lager that quickly became a mainstay. Paired with 10 Barrel’s roots in outdoor recreation, Pub Beer’s renegade approach mirrors both the progressiveness of Natural Selection and its mission to inspire people to get outside and forge a deeper connection with Mother Nature.
The brainchild of snowboarding icon, Travis Rice, Natural Selection Tour has risen to the pinnacle of snowboarding since its first event in 2008, changing the way the world views competitive riding. Its unprecedented contest format features the world’s most daring freeride athletes taking on natural and naturally enhanced obstacles in wildly dynamic terrain.
Among the riders, Pub Beer also backs veteran competitor, Ben Ferguson, a man who’s led the charge in progressive snowboarding for years. From athletes to media outlets, and now to its biggest backcountry event, Pub Beer’s supportive role in the community has become integral to the core culture of snowboarding.
“We’re thrilled to introduce Pub Beer as the Official Après Beer of Natural Selection Tour,” said 10 Barrel Brewing Marketing Director, Brian Hughes. “Our attitude at 10 Barrel is simple – Brew Beer. Drink Beer. Have fun doing it. This collaboration with Natural Selection Tour allows us to bring that vision to the world of backcountry snowboarding, amplifying the après- snowboarding experience and celebrating the spirit of adventure.”
As an optimistic renegade in the craft beer space, Pub Beer’s trailblazing spirit compliments Natural Selection Tour, challenging conventions and redefining expectations for an end-product in a league of its own. By locking arms with the most progressive competition in action sports, Pub Beer aims to help carry the torch of competitive snowboarding and its community into the brightest future possible.
For more information on Pub Beer and 10 Barrel Brewing, please visit https://www.10barrel.com/.
