FORT COLLINS, Colo. — New Belgium Brewing is making a beer that promises to be both foul-tasting and expensive.
There's a reason the Fort Collins-based brewery is making a beer nobody will want, except maybe as a collector's item or a gag gift. It's called Torched Earth Ale, and it's made from the kinds of ingredients they say would be available in a climate-ravaged future.
They're making a point about what the future of beer could be if significant action isn't taken to fight climate change. To do that, they made Torched Earth from "less than ideal" ingredients: things like hop extracts and dandelions instead of fresh hops, malt extracts instead of malt and smoke-tainted water instead of purified water.
So, what can an adventurous beer lover brave enough to sample this offensive concoction expect? Well, New Belgium CEO Steve Fechheimer said it tastes like a Band-Aid. He also said it's priced for the future, adding that in a climate-ravaged world, a six-pack of their popular Fat Tire ale could one day cost $100.
New Belgium said on their website they brewed the beer "to inspire the 70% of Fortune 500 companies that don't have a real climate plan to make one now -- before it's too late."
An order of Torched Earth goes for $39.99 and includes two four-packs of 16-ounce cans.
Profits from the beer -- assuming they sell any -- will benefit Protect Our Winters (POW), a Colorado-based group devoted to fighting climate change.
RELATED: How will New Belgium's sale reverberate with employee-ownership movement, craft-beer sector?
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