“Simcoe... Cascade... Chinook.”

No turning back with brand urbanization now, not when it hits the Rockies. But, compared to the Dr Pepper fiasco I just witnessed—Dre switching to Sprite as we speak—ranger posse is kind of cute. Sure they need to get a little more east, like, Brooklyn east, but at least they don’t try and do too much while keeping a stripped-down Beastie Boys License to Ill sound.* (Hula hoop background talent, represent!) New Belgium Ranger IPA has these beer rangers who will go out and convert the masses in a new campaign (from Cultivator in Denver). Yes, there’s the requisite face uploader thing, which, like aforementioned flashmob, is long overdue for an upgrade, so someone needs to do something new with it—and soon). Everything considered though, the overall look fits and the video highlights the brand’s eco vibe. (Employee-owned, wind powered, pro-bicycle, and recycles, reuses or composts 73% of its waste stream.) Because you needed to know that last part, you. just. did.

*Yo, that shit is 24 years old? DAMN.