New Belgium’s Digital Team Receives “Genius” Status from L2’s Beer Digital IQ Index


Ft. Collins, Colo. – New Belgium Brewing has received high praise for its digital team, which L2’s Beer Digital IQ Index® names “genius”. New Belgium is one of three beer brands, and the only craft beer company, to earn the “genius” badge. L2, a benchmarking and education firm, analyzed 67 beer companies for the study. L2 created the Index to serve as the global standard for determining a brand’s digital skills. New Belgium received the distinction for its innovations in e-commerce, social media, its Grand Cru loyalty program, content and paid media, and for creatively merging in-person events and digital activations.

“Although the term ‘genius’ feels a little lofty, we’ll gladly take the high compliment,” said Kevin Darst, digital manager at New Belgium. “The beer world is a crowded place where it can be difficult to stand out, so we try and always meet our fans and friends where they are in the digital world. One way is through incorporating personal experiences and giving fans plenty of ways to interact. It’s definitely a fun and ever evolving world, and I can’t say enough about our team here at New Belgium.”

The “genius” badge is only awarded to companies that score 140 points or more using L2’s methodology, which looks at the company’s site and e-commerce, digital marketing, social media and mobile strategies. Bud Light and Budweiser were the only other brands to receive “genius” status.

New Belgium’s Zealots of Zag Campaign is one example of a highly integrated digital campaign that highlights the brewery’s values and engages brand champions across multiple platforms. Fans are invited to join the digital banter for Zag On by tagging videos and photos, which showcase living in an unconventional but purposeful way, with the hashtag #zagging. There’s also a chance to win a trip to Belgium by creating a #zagging video with content from coworkers’ 5-year anniversary Belgium trip. All stories submitted may be featured on and the brewery’s Beer Mode App, as well as New Belgium’s social channels.

About New Belgium Brewing Company

New Belgium Brewing, makers of Fat Tire Amber Ale and a host of Belgian-inspired beers, is recognized as one of Outside Magazine’s Best Places to Work and one of the Wall Street Journal’s Best Small Businesses. The 100% employee-owned brewery is a Platinum-level Bicycle Friendly Business as designated by the League of American Bicyclists, one of World Blu’s Most Freedom-Centered Workplaces, and a Certified B Corp. In addition to Fat Tire, New Belgium brews ten year-round beers; Ranger IPA, Rampant Imperial IPA, Shift Pale Lager, Slow Ride Session IPA, Snapshot Wheat, Sunshine Wheat, 1554 Black Lager, Blue Paddle Pilsner, Abbey Belgian Ale and Trippel. Learn more at