Anne Fitch

Anne Fitch is the watercolorist behind the labels of New Belgium Brewery beers. In 2006, New Belgium Breweries, the United States's third largest craft brewer, changed its logo. They did so because the company realized that beer drinkers could identify the Fat Tire label, but "didn't recognize the brewery label, or make the connection that New Belgium brewed Fat Tire and other best-selling brands, such as Sunshine Wheat." [http://www.bizjournals.com/denver/stories/2006/07/10/story10.html New Belgium Brewing rolls out icon tied to Fat Tire beer] "Denver Business Journal". Amy Bryer. July 7, 2006. Accessed Mar 21, 2008] The company's a new logo "pays homage to the well-known Fat Tire brand bicycle" drawn by Anne Fitch. The "Fat Tire" bike is so strongly associated with New Belgium Breweries that employees of the brewery are given a 'cruiser bike' "like the one pictured on its Fat Tire Amber Ale label" on their one -year anniversary with the company. [ [http://www.e-businessethics.com/NewBelgiumCases/NBB-BreweryFun.pdf "Brewing up Fun in the Workplace".] Accessed 21 March 2008]

The company's flagship label, "Fat Tire is one of the hottest beer brands in the country," said Paul Gatza, director of the Brewers Association, "and has assumed cult status in some places." The beer is "semi-famous for its label with a watercolor depiction of a 1950s cruiser." [ [http://www.realbeer.com/search/eventscalendar/index.php?month=9&year=2000&cat=fest&cont=NAM Realbeer.com "Tour De Fat"] Accessed March 21, 2008] Kim Jordan, the President of New Belgium Brewery, credits the success of New Belgium Brewery in part on Anne's artwork, "Our beers were good, our labels were interesting to people, and we pretty quickly had a fairly robust following." [ [http://beerscribe.com/jordan.html Interview with Kim Jordan] Beerscribe.com Accessed 3/21/08] In 2006, her artwork appeared on each of the over 125 million bottles sold by New Belgium; [ [http://www.loe.org/shows/segments.htm?programID=06-P13-00039&segmentID=6 Living on Earth: Green Brewery] Accessed March 21, 2008] the company's new brewery will allow the company to double production. [http://www.denverpost.com/business/ci_6180853 New Belgium Brewing's new plant adds capacity] Denverpost.com Tom McGhee. 06/19/2007. Accessed March 21, 2008]

Anne was the neighbor of the founder of New Belgium, Jeff Lebesch, in Fort Collins, Colorado, when Jeff decided to turn his home brewing hobby into a business in 1991. [ [http://www.newbelgium.com/whatcanido.php New Belgium Brewing - The Ride] Accessed 21 March 2008.] Anne initially provided labels for Lebesch's home brew beer "Fat Tire" as a birthday present. When Lebesch decided to sell his beer, he asked Fitch if he could use her label on his beer. She agreed, and has been the exclusive artist for New Belgian beer labels ever since.

Anne was also one of two artists to paint the altar at Our Lady of Mount Carmel Latin Mass Community Church in Littleton, Colorado.Fact|date=March 2008

While awards are not presented for beer labels, many laud the artwork on New Belgium beers. Hoosierbeergeek.com "I'd also like to say that if I was picking beer on label alone, New Belgium would be tops. Their artwork is beautiful." [ [http://hoosierbeergeek.blogspot.com/2007/07/new-belgium.html Hoosierbeergeek.com's review of New Belgium Beers.] Accessed March 21, 2008.] Macraubrau Brew Journal, "I really love the presentation with the intricate label artwork and custom embossed bottles. Clearly, the New Belgium Brewing Co. is trying to sell more than beer, but a lifestyle." [ [http://marcobrau.blogspot.com/2007/10/beating-heat-with-new-belgium-brews.html "Beating the heat with New Belgium brews"] October 8, 2007 Accessed March 21, 2008]

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