Patagonia has recently generated some interest within the media with the unexpected announcement of their entry within the craft beer market. The organic beer, named California Route, will be in stores in several U.S cities in late November, and is being released in celebration of the company’s fortieth anniversary.

Patagonia addresses the outdoor desires of consumers with their lines of equipment and clothing, all while maintaining a reputation of being eco-friendly and sustainable, as shown by several tools located on their website, such as the Footprint Chronicle.  Utilizing the New Belgium Brewing Company as their key partner for this project is an extremely wise decision,as the Colorado brewing company also emphasizes the same environmental concerns and values. Together, the two companies will be able to address their Corporate Social Responsibilities while at the same time providing alcoholic desires to consumers.

While the eco-friendly pair will be excelling in terms of sustainability, the market they have entered is extremely competitive, with beers such as The Boston Beer Company’s Samuel Adams Lager already thriving. Patagonia’s market research will have to be accurate. I believe that the beer will be successful, as Patagonia has proven to dominate these types of tight-knit markets.

Article:http://www.forbes.com/sites/johnclarke/2013/11/12/patagonia-turns-40-and-joins-the-beer-business/

Picture: http://www.esquire.com/cm/esquire/images/x5/esq-california-route-111213-xlg.jpg