TV ad: Fat Tire Ale: Chopaderos

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The Cultivator USA campaign marries the brand’s year-old "Pairs well with people" tag with its long-time bike-friendly positioning.New Belgium sponsors the 12-city, multi-day Tour de Fat bike extravaganza, now in its 15th year; its flagship brew is Fat Tire Ale; employees are actively encouraged to bike to, and in some cases, even at work.