REI’s Opt Outside Campaign Collides with Colorado Craft Beer

Nov 17, 2015 | Member News

When REI CEO, Jerry Stritzke, announced REI’s Opt Outside campaign, Tina Peters, Co-Owner and General Manager of FCB: Fort Collins Brewery, immediately applauded the notion and wanted to support REI and their inspirational move to Opt Outside this Black Friday.

Jerry Stritzke wrote an open letter to announce the Opt Outside campaign by stating that, “For 76 years, our co-op has been dedicated to one thing and one thing only: a life outdoors. We believe that being outside makes our lives better. And Black Friday is the perfect time to remind ourselves of this essential truth.” Craft beer is an equally passionate industry about quality of life and a belief in doing what you love both professionally and personally. With these two core principles in mind, FCB extended a promotion valid to all local Colorado REI co-ops to enhance any REI employee’s Black Friday spent outside, not in the aisles of department and retail stores alike.

Any REI employee presenting their employee card at FCB Modern Tavern on Black Friday will receive a FREE growler fill of any FCB craft beer or housemade root beer in one of FCB’s plastic, recyclable and portable growlers. Word quickly spread of this promotion at the local Fort Collins REI co-op, with general manager Jason Orr and National CEO Jerry Stritzke coming to the brewery to present FCB with a thank you plaque.  “REI’s Opt Outside campaign struck a cord with us and we wanted to contribute by offering the opportunity for REI staff members to receive some complimentary FCB craft beer or root beer to pair with their outdoor activities for the day” stated FCB Co-Owner and General Manager Tina Peters.

It is the hope of both REI and FCB that the Opt Outside campaign strikes a chord with not only other business, but also individuals to get outside and give thanks for the great gift of exploring the outdoors – leaving the lines for another day.

Fort Collins Brewery & Tavern is a family-owned, handcrafted microbrewery and full service tavern in Northern Colorado, established in 2003. FCB offers an outstanding line up of 50 ales and lagers that can be found on tap as well as in bottles throughout the U.S. To find the closest FCB brew near you,   For more information, visit or call 970-472-1499.  Brewery tours run Monday – Saturday from 1-4p.m.