- New Belgium Brewing will launch a new organic lager in partnership with the outdoor clothing brand Patagonia to celebrate the shorts-maker's 40th anniversary.
- Patagonia announced via Google+ that the limited-release "California Route" beer would 5.5% ABV, sold in 12-ounce cans and sold in 12 markets, including Seattle, Portland, Chicago, Boulder, Denver, Boston, NYC, Santa Monica, San Francisco, Palo Alto, Cardiff and Ventura.
- The beer is named for the climbing route that Yvon Chouinard, Patagonia's founder, took up South America's Mount Fitz Roy in 1968.
In a year that has already seen Fifty Shades of Grey wine and Game of Thrones beer, California Route may be one of the most natural brand fits we've seen among alcoholic beverages for 2013. And you know what? That "aromatic blast of citrusy Cascade hops" that Patagonia describes in its announcement doesn't sound half bad.