The latest Fat Tire contest promises a year off work to the lucky winner in the form of $100,000. And a year’s supply of beer, of course.
New Belgium Brewing’s Fat Tire
Ale was founded in 1985 by entrepreneurs Jeff Lebesch and Kim Jordan, after a Belgium biking trip inspired the duo to take the name from the “fat tires” often seen on bicycles in the area.
The new giveaway “reflects the spirit of [the] founders who embraced their passions and rejected convention… by offering the chance to ditch routine and reclaim the freedom to define
success on their terms, at their pace,” according to a press release.
Now until Sept. 30, customers can go to https://www.fattire.com/contests/take-the-year-off/ and answer the question, “If given a year off and $100,000, how would you flip
the script?" to enter. Submissions are encouraged to be “full of creativity, heart or just so bold they make the judges say, ‘hell yeah, give them the money.’”
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"More
and more consumers, especially Gen Z, aren't connecting with the rat race mentality," said New Belgium CMO Rebecca Dye Yonushonis in the announcement. "According to a report published by the Center
for Scholars & Storytellers at UCLA earlier this year, nearly 60% of Gen Z feel the ‘American Dream’ is out of reach due to economic barriers... Over 30 years ago, Fat Tire's founders
followed their passion for craft beer… their journey shows what's possible when we embrace what inspires us and stay curious about what's possible."
The winner receives the $100k and a
year’s worth of Fat Tire, while ten runners-up will also receive a year of beer. The winners will be announced on Oct. 31.
The brand is promoting the contest via its social media
platforms Instagram, Facebook, YouTube and X.