New Belgium Saying Goodbye to Free Samples

It looks like New Belgium Brewing Company is doing away with one of one of its most popular practices.  Starting October 4th, New Belgium will no longer offer free beer samples on its tours nor in its tasting room, according to coloradoan.com.

The popular Fort Collins brewery will, however, be offering full-sized 12- and-16-ounce pours for purchase in their tasting room, something that New Belgium fans have wanted for a long time.

"We've been hearing for years that folks would love to be able to come in, sample a beer and then explore a little further with the ones they like," said Bryan Simpson, media relations director for New Belgium. "This will allow people to relax and have a deeper experience."

[via coloradoan.com]

New Belgium insists that doing away with free samples is not indicative of any sort of competition from the ever-increasing number of local breweries in the area, nor is the decision profit-focused.  To that end, the brewery will still offer its trademark 4-ounce samplers for between $1.50 and $2, all profits from which will go to local non-profit organizations.

A 16-ounce pour of New Belgium standards like Fat Tire and Sunshine Wheat will cost $4.  Specialty brews, like the Lips of Faith series, will sell at $5 for 12 ounces.

Personally, I'd call these prices reasonable, especially compared with the restaurants and bars around town.  What do you think?