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Colo. Brewery Uses Billboards To Promote Biking

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Jun 27, 2009 3:57 pm US/Mountain

Colo. Brewery Uses Billboards To Promote Biking

FORT COLLINS, Colo. (CBS4) ― Many people in Colorado left their cars at home this week and showed up to work on their bike instead of driving.

While the statewide effort has been a huge success, there is a local brewing company that is taking the cycling movement one step further.

More than 16,000 people across the United States have signed up and taken the Team Wonderbike pledge to bike more and drive less, hoping to offset more than 15 million driver miles in the coming months.

When New Belgium Brewing Co. in Fort Collins was offered a package of urban Denver billboards, pro bono, for a pro-biking ad campaign, it quickly accepted.

"It's often been said by our CEO and a number of folks at New Belgium if it was just about the beer, after a while that would lose some meaning, so we are always looking for ways to be a better environmental steward if we can," New Belgium employee Bryan Simpson said.

The headline, "Work to Bike More," was inspired by the priorities of several New Belgium employees who may well be more passionate about cycling than about gainful employment.

The billboard promotes New Belgium's Team Wonderbike with the motto, "Bike More. Drive Less," which encourages both New Belgium employees and the general public to trade in their cars for a bike.

The vinyl on which the billboard is printed will be repurposed by Ecologic of Boulder into bike messenger bags, which will be offered to Team Wonderbike members.

"They are very unique because you have color and graphics that we are taking out of a large picture and are made into smaller products," Davidson Lewis with Ecologic said.

It's a product that New Belgium is excited to offer to folks who have made a commitment to bike whenever they can.

(© MMIX CBS Television Stations, Inc. All Rights Reserved. This material may not be published, broadcast, rewritten, or redistributed.)

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