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Columbia Sportswear Unveils Super Bowl Beer with Bear Poop

1/30/2026

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Summary

Story summary

Columbia Sportswear is launching a limited-edition beer named Nature Calls for the Super Bowl, in collaboration with Breakside Brewery.
The beer includes bear poop as an ingredient.
It is brewed with Bull Run River water from Oregon and malted grains from the Pacific Northwest, plus honey and huckleberry.
The beer will debut on February 8 at the Super Bowl Players Tailgate in Santa Clara, California.

History

Historical Context

The American craft beer movement gained momentum in 1978 with the founding of the American Homebrewers Association, following earlier revivals like Fritz Maytag's acquisition of Anchor Brewing in 1965. By 2020, over 8,000 craft breweries operated in the U.S., reflecting a shift towards innovative brewing techniques and local ingredients, as seen in collaborations like Columbia Sportswear's Nature Calls beer with Breakside Brewery.

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Story summary

Columbia Sportswear is launching a limited-edition beer named Nature Calls for the Super Bowl, in collaboration with Breakside Brewery.
The beer includes bear poop as an ingredient.
It is brewed with Bull Run River water from Oregon and malted grains from the Pacific Northwest, plus honey and huckleberry.
The beer will debut on February 8 at the Super Bowl Players Tailgate in Santa Clara, California.

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