Long considered a true spectator sport in Europe (akin to baseball or football in the US), pubs are packed with fans and fellow cyclists on race days (especially in cycling crazed Belgium). And with any spectator sport, beer is aplenty.
How many American pubs have a charactuer of their favorite cyclist on the side of their building?
As for the riders, beer (and wine) has historically been an integral part of even the grandest races.
This type of scene isn't part of today's modern world of professional cycling, as the increased accolades and prize money have driven the athletes to be more attentive to what they consume. Beer (or any alcoholic beverage) has been relegated for celebratory purposes and for relaxing on days off (let's face it, life is too precious and too short not to celebrate when the opportunity presents itself). But if you think it's not a part of the cycling culture anymore, it's been well chronicled that Lance Armstrong enjoyed a Shiner Bock or two in his day, and just look at how World Champion, Tom Boonen (Belgian, go figure) prepared for his last race (which he incidentally won!)
For the calorie conscious cyclist in us all, consider that for a 170lb. male, cycling for 10 minutes at a speed of 9.5mph burns approximately 76 calories (a 125lb. female will burn approximately 57 calories at the same time and speed). If you translate that to a 30 minute ride, then the average person can burn off a bottle of even the most heavily calorie laden beer. Honestly, have you ever seen a cycling enthusiast, or even a city bike messenger (people who use a bike a little more often than for a weekend ride) with a beer gut?
The New Belgium?
What would New York be without York, New Mexico without Mexico, or New Belgium without Belgium? Huh?... Well if your business is beer, then starting up a brewery named New Belgium (note: check out this great website which includes a great interface for watching their television spots) is a risky proposition (think New Coke and Coke.) But, the folks in Fort Collins, Colorado certainly have created something special and worthy of their namesake. Their bike related offering is called Fat Tire Amber Ale, so named from a bicycle trip the owner took through Belgium.
Fat Tire in Chicago
I was surprised as anyone to find Fat Tire Amber Ale on display at my local market. Up until now, only a limited number of Western States have been privy to its taste (sorry, they don't ship to individuals). A 22oz. bottle selling for a promotional price of $2.99 (regularly $3.99) wasn't too hard of a sale for me, given that the average pint of other domestic beers goes for as much at most local watering holes. From the website, Fat Tire Amber Ale is described as follows:
Like the ageless delight of pedaling a bicycle, Fat Tire Amber Ale’s appeal is in its feat of balance: Toasty malt flavors (sorta like biscuits just pulled from the oven) coasting in equilibrium with crisp hoppiness. Delicious stability - in the world of sometimes-precarious beer flavors – is perhaps what prompted one consumer who wrote us to say, “this beer just makes you smile."
And after trying it, smile I did. Called an "amber" for its hue, it definitely didn't have the harshness or after taste of other amber ales (a trait that I had grown accustom and one that I frankly disliked). New Belgium Brewery certainly knows "what their folly is...beer."
The Soft Goods
Like most of the beers we will cover from month to month, Fat Tire Amber Ale also has a variety of accompanying soft goods from hats to t-shirts, and yes a cycling jersey (also on the website is a long sleeved wool retro jersey).
Next Month: Bell's Oberon
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