One link, one paragraph #37

The link. The paragraph: If Fat Tire were an actual bicycle, most people would put it on Craigslist and call it a day. But New Belgium can’t toss its former glory on the junk heap just yet. Even as younger drinkers gravitate toward the Voodoo Ranger clan’s bolder flavors and packaging, there are plenty of Gen Xers and Millennials with plenty of money for whom Fat Tire represents the golden era of early 21st-century American craft brewing. People still drink it! And despite its diminished stature, Fat Tire is still a top-20 craft brand overall. So New Belgium went for an overhaul instead, reformulating a “crisper, brighter” liquid and giving it a slick new package that calls attention to its eco-friendly credentials and omits its middling 5 percent ABV and outmoded style. “There’s a challenge to recharge heritage brands,” New Belgium vice president of marketing Kyle Bradshaw told Brewbound earlier this month, adding that the move “feels like a big risk” given Fat Tire’s outsized legacy.