• Posted Dec 19, 2019

Make a point to patronize BIKEIOWA sponsors and thank them for making BIKEIOWA possible!

Miller Lite has been a long time sponsor of BIKEIOWA. Miller Lite is distributed by Iowa Beverage Systems, and they are the ONE-AND-ONLY "Powered By" sponsor for We are not kidding when we say "Powered By" - their partnership enables us to pay for site costs, insurance, provide prizes and swag for many events and host some really cool events too!

Our partnership started in 2006 with Iowa Beverage (IBEV) right as Fat Tire Amber Ale became available in Iowa. Fat Tire is brewed in Fort Collins, CO by New Belgium Brewing.

Fat Tire Amber Ale Like the ageless delight of pedaling a bicycle, was a beer that Iowans were infatuated with.It was like the forbidden fruit - we couldn't get it in Iowa at that time. Shortly after the Fat Tire debut, a special Iowa label that reads ‘FIGBRAI,’ or Fat Inau-gural Great Bicycle Ride Across Iowa, was made. The label gave a nod to RAGBRAI, or the Registers Annual Great Bicycle Ride Across Iowa.

With the buzz of Fat Tire beer, came the buzz of the Fat Tire Fun Rides which BIKEIOWA partnered with el Bait Shop and Iowa Beverage to host monthly rides starting from el Bait shop to some other establishments and ending back at el Bait Shop for beer specials, swag
and prizes. the more rides you attended the more tickets you received and on the last Fat Tire Ride of the season, a New Belgium Bike was given away to a luck soul in the crowd!

Partnerships continued with several focused events like Fat Tire Saturday Series, New Belgium Urban Assault Rides, Capital City Cross, Oakley "Night Cap" Cross,Follow Your Folly - Cruiser 100, RAGBRAI Team Beeer Sponsorships as well as many establishment-specific rides and meet-ups.

In addition to New Belgium and Miller Lite, we've also promoted the Oscar Blues Brewery brands.

About Miller Lite

Miller Lite is the original light beer. Introduced in 1975, Miller Lite was brewed to be a great tasting beer that just happened to be light, not some lesser version of a full-calorie beer. While many other light beers have been developed over the years, Miller Lite remains the original, always upholding Miller’s commitment to “quality uncompromising and unchanging.” The Miller Lite recipe uses a unique blend of choice Saaz and Pacific Northwest hops and a significant amount of caramel malt. In addition, we are still proud to use the same strain of brewer’s yeast that Frederick Miller brought with him from Germany in the 1850’s. Our beer continues to be purposefully brewed for more taste, aroma and golden color than other light beers, with just 96 calories. (source)

About Iowa Beverage

Iowa Beverage Systems (IBEV) was formed in 1992 by Mike Brewington. IBEV sells MillerCoors and other products to over 4,000 retail customers, employ 300 employees from 3 distributorships located in Des Moines, Cedar Rapids and Eldridge.

Iowa Beverage is an award winning beverage distributor. They ensure product quality, provide accurate, timely deliveries and merchandising services to their 4000+ customers. IBEV provides high paying, rewarding jobs and invest in our employees and the community.
IBEV's territory covers 39 counties in Iowa. Mostly the central and SE sides of Iowa.

Their beer portfolio contains 50 brands!

About New Belgium Brewing

New Belgium Brewing Company is a nationally distributed brewery recognized as a leader in sustainability and social responsibility. Founded in 1991 in Fort Collins, Colorado, the company expanded to Asheville, North Carolina, in 2016 and Denver, Colorado, in 2018, and is now the fourth largest craft brewery in the U.S. Dedicated to proving that business can be a force for good, New Belgium is a Certified B-Corp and was the first brewery to join 1% for the Planet. The brewery has donated over $26 million to charitable causes since 1991. New Belgium is famous for its flagship beer, Fat Tire Amber Ale.

In 2006 NBB changed its logo because they 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. The company's new logo "pays homage to the well-known Fat Tire brand bicycle" drawn by Anne Fitch.

January 1999 - New Belgium starts off the new year with a new tradition: New Belgium-branded anniversary bikes, beginning with a 1999 Electra cruiser. The tradition of awarding co-workers with a cruiser on their one-year anniversary continues today.

About Oscar Blues

Disrupting The Status Quo Since 2002 - In 2002, in the funky little town of Lyons, Colorado, Oskar Blues Brewery shattered craft beer convention by stuffing our voluminously hopped mutha of a brew, Dale’s Pale Ale, into a portable, crushable, infinitely recyclable can. Craft beer in a can stays fresher for longer, and it’s easy to pack in (and pack out) on any soul-saving adventure. We now operate breweries in Colorado, North Carolina and Texas to provide craft beer in a can to all 50 states, Washington, D.C. and 17 other countries.(source)

Distributors deliver more than beer

Beer distributors don’t only deliver your favorite drinks — they deliver a huge economic impact to your community. In fact, the total economic impact accounts for over $579 million!
Beer distributors have invested more than $1.7 million in their communities and pay more than $104.4 million in federal, state, and local taxes that contributes to the safety and wellness of all of Iowa. (source) <--- Very interesting!

Iowa Beverage sponsored events

Hinterland Music Festival
80/35 music festival
Iowa State Fair
Downtown Block Party Iowa City
Uptown Friday Nights
Great Jones County Fair
Big Country Bash
Nitefall on the River
Iowa’s Latino Heritage Festival
Italian American Heritage Festival of Iowa
Des Moines Oktoberfest
Iowa Speedway
Iowa Barnstormers
Solon Beef Days
Corridor Running Club
Cedar Rapids BBQ Round Up
New Bo Market Friday Concert Series
Cedar Rapids Kernels
Cedar Rapids Rough Riders
Iowa Cubs
Iowa Wild

How can you patronize Iowa Beverage?

Choose IBEV's brands when you are out and about. IBEV's portfolio contains 50 brands and choose from. Please drink responsibly.


We thank Iowa Beverage for years of promoting fun. IBEV was an early adopter sponsor of BIKEIOWA and we appreciate their partnership which enabled to grow, become more sustainable, dependable and allowed us to help other events become successful.


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