New Belgium Brewing Co. becomes a .beer pioneer

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By: Eric Strader
ericstrader69@gmail.com

Eric Strader

New Belgium Brewing Co will be one of the first breweries to use and promote .beer domains on the internet.

New Belgium, the third-largest craft brewer and eighth-largest overall brewery in the U.S., was recently nominated the third most influential beer website in the world by beerbloggersconference.org.

The brewery joined the Minds + Machines Pioneer Program to utilize this new marketing tool. It has already secured 29 .beer domain names including newbelgium.beer, nbb.beer, find.beer, fattire.beer, ranger.beer, 1554.beer and shift.beer. New Belgium’s famous sour beer program has a new online home as well — sour.beer.

As of Monday morning, Dec. 8, the .beer top level domain had 4,966 registrations, mostly from independent craft breweries in the U.S. The extension just became available in September 2014. The Brewers of Indiana Guild is another early adopter, with its new drinkin.beer site.

New Belgium’s find.beer domain will link New Belgium customers to a beer-finder service, enabling them to easily find where to buy the brewery’s range of beers from anywhere in the U.S.

The brewery will also be integrating each individual .beer brand site into its marketing and social media campaigns over the coming months.

Kevin Darst, digital marketing director for New Belgium, said, “We love the fact that beer now has its own domain on the internet and we’re excited to be part of that right from the beginning. Specific .beer websites allow us the freedom to create new ways for customers to interact with us, through easier search, exclusive promotions and sneak previews of the many new exciting innovations coming from New Belgium over the next year.”

Many New Belgium brands are available in bottles and draft throughout Michiana including Fat Tire (Amber Ale, 5.2% ABV, IBUs 22), Accumulation (white IPA, (6.2% ABV, IBUs 70), La Folie (sour brown ale, 7% ABV, IBUs 18), 1554 (black lager, 5.6% ABV, IBUs 21), among others.

 

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