27 December 2011
You may say no, but a group local beer lovers in Muskegon MI walked into Lake Michigan in 38-degree water temperatures in an effort to lure New Belgium Brewery into considering Muskegon for their upcoming east coast facility. Apparently this idea pays homage to a “Save the Colorado” water sustainability campaign recently appearing on the New Belgium website (see below). While you have to give the guys credit for wading out in 18-degree wind-chill, I think they may have missed a few key elements (including gender) in their efforts. No word on whether the photo influenced New Belgium’s decision, but the group does think that even if NB does not opt in, the effort may attract other potential breweries to the Muskegon area. If it works, I’ll personally be organizing the effort to stand in the Susquehanna River with our signs in Feb 2012.