Kim Jordan, President of New Belgium Brewery, began the marketing process by knocking on the door of neigbor Anne Fitch. Anne painted the scene for the Fat Tire label, and her watercolors have graced the New Belgium beer labels ever since.
Kim does not overlook the artwork’s place in the brewery’s success:
Our beers were good, our labels were interesting to people, and we pretty quickly had a fairly robust following.
“Fat Tire” is a nickname for a mountain bike, which pays homage to the history of the brewery’s founding. (As touched upon in a previous post.)