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New Belgium & Bell’s Brewery Join Forces

  • Ron 

Bell’s Brewery, maker of some of America’s highest-rated and most-loved beers announced their sale to international beverage giant Lion. Ripples went out through the craft beer community that another one of the greats had fallen – but of course, there was more to the story.

After 36 years of running the company and a couple of serious health crises, Bell’s founder Larry Bell felt that it was the right time to step away from the business. Part of the decision to sell to Lion was the opportunity to partner with New Belgium Brewing Company. And while it really is a sale to Lion, it is just as much a new partnership with New Belgium.

“This decision ultimately came down to two determining factors. First, the folks at New Belgium share our ironclad commitment to the craft of brewing and the community-first way we’ve built our business,” said Bell. “Second, this was the right time. I’ve been doing this for more than 36 years and recently battled some serious health issues. I want everyone who loves this company like I do to know we have found a partner that truly values our incredible beer, our culture, and the importance of our roots here in Michigan.

“I know the brewery is in good hands. Bell’s and New Belgium are very similar in a lot of ways. We share the same values and commitments to our people, to our communities, and to the quality of our beer. As hard as it is for me to let go, I know I have found in Lion and New Belgium true partners – and beer lovers – who value the Bell’s brand, employees, culture and places we call home.

“This was a tough decision to make and one that I did not decide on lightheartedly. During the past six months, I was reminded of all the hard times in our history – times when we were barely making payroll, fighting for distribution rights, passionately advocating for new laws and so forth. But I was also reminded of the memories that I will cherish forever: fans wanting Bell’s beer at their weddings and other once-in-a-lifetime milestones, the clink of the glasses in our pub when our craft brew is raised in celebration, and the love for this company and the team who are at the heart of it all. You wanted to have Oberon at midnight, so we started having release parties. When we brewed Eccentric Ale, you wanted to celebrate, and Eccentric Day was born. Beer needs people to drink it and Bell’s needs you.

“It is important to know that much will not change day-to-day for Bell’s. The company will continue to craft the beers you know and love, and our leadership team and staff will remain in place in Comstock/Kalamazoo. The same is true for Upper Hand in Escanaba. What I believe will change, however, is the impact Bell’s will be able to have on our local communities and causes, and our ability to introduce more fans to the ‘national’ beer of Michigan,” Bell concluded.

Bell’s decision to join New Belgium was based on trust in our steadfast commitment to the stewardship of Bell’s iconic beer brands, our commitment to Bell’s ongoing operations at their Kalamazoo and Upper Hand breweries, as well as Bell’s excitement around the opportunity further accelerate their own social and environmental impacts.

There were a lot of hurt feelings when New Belgium sold to Lion in 2019, leading some to abandon the brand altogether. Personally, I still think that they are making some great beers and they are very much still an involved part of their communities in Fort Collins and Asheville.

Scale does not mean a brewery loses part of its soul. It means that they are better able to consistently deliver beer in higher quantities and with better quality than a small brewery can deliver.

Bell’s 550 employees and 500,000 barrel brewery will take on New Belgium’s ‘human-powered’ business model and work quickly to adopt many hallmark human-powered business practices – including B-Corp status, carbon neutrality by 2030, $1 per barrel philanthropy and more.

“In Bell’s, we see a likeminded group of people dedicated to making the world’s best beer – and doing business in a way that improves the wellbeing of the people who power our business,” said New Belgium CEO Steve Fechheimer. “We couldn’t be happier to welcome the entire Bell’s team. Joining together will immediately strengthen our ability to serve and expand the craft community, deliver more value for our partners, and continue to redefine how business is done in a world facing historic economic, social, and environmental challenges. And, personally, I can’t wait to celebrate Oberon Day in 2022!”

 

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