DETROIT (BRAIN) — Detroit Bikes has announced a deal with New Belgium Brewing to produce 2,415 bikes to promote the beer maker's Fat Tire Amber Ale.
Detroit Bikes will produce the custom-designed fat tire bikes at its 50,000 square-foot factory in Detroit. The company expects to add about ten workers to meet the increased demand and to begin shipping the Fat Tire bikes early next year.
The new bike will be awarded to New Belgium employees for their one-year anniversaries and used for fundraisers and other giveaways. The Fort Collins, Colo.-based brewer has had custom cruisers made in the past by Felt and Electra. While the company never sells the bikes, it gives away thousands of them to employees and as prizes.
"This order is a win-win," said Zak Pashak, Detroit Bikes' founder and president. "New Belgium Brewing gets a quality product that's made-in-the-USA, and Detroit Bikes is able to partner with an outstanding company that shares our vision of encouraging cycling."
"While there are quite a few small, custom bike builders in the U.S., there are very few options for larger volume, production bicycle manufacturers," said New Belgium Brewing's bike designer, Ryan McKee. "New Belgium is responsible for putting more than 2,000 bikes out into the world annually. To double down on such an awesome idea with bicycles made right in Detroit - it's twice as nice."
"Zak and his team at Detroit Bikes exemplify the cultural renaissance that is currently happening in Detroit," said McKee. "We appreciate Detroit Bike's love and respect for the bicycle as a sustainable vehicle for change."
