A lot of people know that all New Belgium Brewery employees are actually owners of the company. What you may not know is that ownership is inaugurated at the end of year one of service—at which time you are awarded your own personal, custom New Belgium-branded cruiser bike. Add to that the fact that the very concept of New Belgium was conceived on a bicycle seat, its acclaim as the first wind-powered brewery in the United States, and a policy of fiscal transparency within the company, and you’ve got yourself a pretty damn good place to work.
Bikes are awarded with ownership at the company’s monthly all-staff meeting, at which point the proud new owners (of bike and beer) make a short speech in front of the other 320 some employees—definitely a day to remember.
The tradition started in the early 1990’s, and the brewery bikes have been custom branded since 1992. New Belgium has worked with several manufacturers including Schwinn, Electra, and currently Felt Bicycles. But these are not off-the-shelf cruisers. This year’s model by Felt—based on the Magno cruiser—includes a custom chain ring, custom graphics, and custom handlebars built by Black Sheep Bikes.
This year, the bikes are also coming with front racks created by Orlando Baker of Carver Surf Racks. In this way they have also created a  phenomenon so that you know what year people were inaugurated by which bike they have.
According to New Belgium’s Bryan Simpson, it’s a way for the company to continue to connect with people in a tangible manner that mirrors the foundation of the company’s values. “We’re just very fortunate to be able to live that lifestyle, that dream, for the last 18 years.”