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Terms of Use and Privacy Policy
Terms of Use
This website is maintained by New Belgium Brewing Company, Inc. and Bell’s Brewery (a division of New Belgium and together “New Belgium” or “we” or “us”). To ensure a safe and enjoyable experience for all of our visitors and users, we have established these Terms of Use. By accessing newbelgium.com; bellsbeer.com; voodooranger.com; fattire.com; and kirinusa.com (together, the “Websites”), you agree to be legally bound and to abide by the terms set forth below. Please exit the Websites if you do not agree to the Terms of Use, are not at least 21 years old, or live in a country where consumption of alcoholic beverages is not permitted.
Links
Please note that links to and from the Websites are provided for your convenience. The websites that you may link to through the Websites are not part of New Belgium. Should you leave the Websites via a link contained herein, the content that you view therein is not provided by New Belgium. Accordingly, New Belgium is not responsible for the content on those linked websites. New Belgium makes no guarantees, representations, or warranties as to, and shall have no liability for, any content delivered on any third-party website, including, without limitation, the accuracy, subject matter, quality, or timeliness of such content. The fact that New Belgium may be linked to other websites does not constitute an endorsement or recommendation of those websites, the views expressed on the websites, or the products or services offered on the websites.
Disclaimers
You expressly agree that your use of the Websites is at your sole risk. Every effort has been made to ensure the accuracy of the information on the Websites and New Belgium intends to take reasonable steps to prevent the introduction of viruses or other harmful components on the Websites. However, New Belgium does not warrant that any of the information, materials, or content on the Websites or functions of the Websites are accurate, complete, error free, free of any virus or other harmful components, or that use of the Websites will be uninterrupted. New Belgium shall not be liable for any damages arising from any defect in the accuracy, quality, completeness, or timeliness of the data, information, or content of the Websites or for harm caused by a virus or other harmful component on or downloaded from the Websites.
The Websites, including all content, software, functions, materials, and information, is provided by New Belgium on an “as is” basis. New Belgium makes no representations, express or implied, as to the operation of the Websites or its content, software, functions, materials, and information. To the maximum extent permissible by applicable law, New Belgium disclaims all warranties, express or implied, including, but not limited to, implied warranties of merchantability, fitness for a particular purpose, non-infringement of intellectual property, or other violation of rights. New Belgium shall under no circumstances be liable to any users or third party for any damages of any kind arising from the use of the Websites, including, but not limited to, direct, indirect, special, punitive, or consequential damages even if New Belgium has been advised of the possibility of such damages.
Privacy Policy
New Belgium respects your privacy and permits you to control the treatment of your personal information. A complete statement of New Belgium’s Privacy Policy can be found below. New Belgium’s privacy policy is expressly incorporated into the Terms of Use by this reference. We encourage you to carefully read our Privacy Policy. By accessing the Websites, you agree to be bound by the terms of the Privacy Policy and acknowledge that while New Belgium will take reasonable security precautions concerning electronic data and communications, it is not responsible for any harm caused by interception of such data and communications.
User Contributions
Users who send electronic mail or other input to New Belgium through the Websites acknowledge that such electronic mail or other input can be used by New Belgium for any purpose without compensation to the user. In order to prevent any misunderstandings regarding the origin of ideas or concepts, New Belgium cannot accept any ideas or suggestions for its products, merchandise, promotions, advertising, names, designs, artwork, slogans, or any other trademarks. Further, you agree that any ideas, concepts, techniques, or other materials that you send to New Belgium may be used by us for whatever reason without compensation or attribution.
Termination
New Belgium may terminate or suspend your access to all or part of the Websites, without notice, for any conduct that New Belgium, in its sole discretion, believes is in violation of any applicable law or is harmful to the interests of New Belgium, another user, a third-party provider, merchant, sponsor or service provider.
Governing Law
The Websites are created and controlled by New Belgium and shall be governed by the laws of the State of Colorado. As such, any claim relating to the Websites, the services provided through the Websites, or to these Terms of Use shall be governed by the substantive laws of the State of Colorado, without giving effect to any principles of conflicts of law.
Acknowledgement and Changes
These Terms of Use represent the entire understanding between you and New Belgium regarding your relationship with New Belgium and the Websites and supersedes any prior statements or representations. In the event that any provision of these Terms of Use, or portion thereof, is determined to be unenforceable, that provision shall be enforced to the maximum extent permissible so as to give effect the intent of the Terms of Use and the remainder of the Terms of Use shall continue in full force and effect. By accessing the Websites, YOU AGREE TO BE BOUND BY THESE TERMS OF USE. We reserve the right to change the Terms of Use at any time. If we make any change to the Terms of Use, we will post those changes on this page and they will become effective upon posting.
Privacy Policy
Introduction
New Belgium Brewing Company, Inc., and Bell’s Brewery (a division of New Belgium Brewing Company, Inc.) (together “New Belgium” or “we” or “us”) respect your privacy and are committed to protecting it through our compliance with this policy. This policy describes how we collect, process, retain, and disclose personal data about you when providing services to you through our websites (newbelgium.com; bellsbeer.com; voodooranger.com; fattire.com; drinklightstrike.com; and kirinusa.com (collectively, the “Websites”)), applications, products, and services that link to this policy (our “Services”) and our practices for using, maintaining, protecting, and disclosing that information.
This policy applies to information we collect:
- Through the Services;
- In communications, including e-mail, text, chat, and other electronic messages between you and the Services.
- When you interact with our advertising and applications (including mobile apps) on third-party websites and services, if those applications or advertising include links to this policy.
It does not apply to information collected by:
- Us through any other means, including on any other website operated by any third party (including our affiliates) that does not link to this policy; or
- Any third party (including our affiliates), including through any application or content (including advertising) that may link to or be accessible from or through the Services.
We may provide additional or different privacy policies that are specific to certain features, services, or activities.
Please read this policy carefully to understand our policies and practices regarding your information and how we will treat it. By interacting with our Services or providing us with your information, you agree to the collection, use, and sharing of your information as described in this privacy policy. This policy may change from time to time (see Changes to Our Privacy Policy). Your continued use of the Services after we make changes is deemed to be acceptance of those changes, so please check the policy periodically for updates.
Individuals under the Age of 21
Our Services are not intended for, and we do not knowingly collect any personal data from, anyone under 21 years of age. If we learn we have collected or received personal data from anyone under 21, we will delete that information. If you believe we might have any information from or about anyone under 21, please contact us at contact@newbelgium.com.
Personal Data We Collect or Process
“Personal data” is information that identifies, relates to, or describes, directly or indirectly, you as an individual, such as your name, email address, telephone number, home address, payment information, or any other identifier we may use to contact you online or offline.
The types and categories of personal data we collect or process include:
- Account and contact information, including name, address, email address, phone number, username, and other contact information you provide us.
- Information obtained from you in connection with an SMS (Short Message Service) short code service to contact you and provide the Services, including mobile phone number, carrier’s name, the date, time, and content of messages.
- Payment information, including credit card or debit card information and information about the payment methods and services (such as PayPal or Venmo) you use in connection with the Services.
- Account history, including information about you and your subscriptions, account, transactions, purchases, order history, or discounts.
- Demographic information, including your age, gender, or other information.
- Location information, including general location information such as country, state or province, city, or geolocation data.
- Device information, including your IP address, device identifiers, operating system and version, preferred language, hardware identifiers, browser type and settings, and other device information.
- Content and information you elect to provide, including content included in any reviews you make through the Services or emails, chats, or other communications sent to us.
- Images, voice recordings, and videos collected or stored in connection with the Services.
- Identity documentation information, such as Social Security and driver’s license numbers.
If you are a California resident, see our supplemental California privacy statement at New Belgium’s Privacy Notice for California Residents.
Some of the information identified above, including identification document information and precise geolocation information, may be considered sensitive data under certain laws. If required under applicable law, we will collect and process sensitive personal data only with your consent. If you choose not to provide or allow us to collect some information, we may not be able to provide you with requested features, services, or information.
We also collect:
- Statistics or aggregated information. Statistical and aggregated data does not directly identify a specific person, but we may derive non-personal statistical or aggregated data from personal data. For example, we may aggregate personal data to calculate the percentage of users accessing a specific Service feature.
- Technical Information. Technical information includes information about your internet connection and usage details about your interactions with the Services, such as clickstream information to, though, and from our Services (including date and time), products that you view or search for; page response times, download errors, length of your visits to certain pages, page interaction information (such as scrolling, clicks, and mouse-overs), or methods used to browse away from a page.
If we combine or connect non-personal statistical or technical data with personal data so that it directly or indirectly identifies an individual, we treat the combined information as personal information.
How We Collect Your Personal and Other Data
You Provide Information to Us
We collect information about you when you interact with our Services, for example, by creating or updating an account, placing an order, subscribing, making a purchase or reservation, submitting a request, participating in surveys, contests, or promotions, or by posting content such as reviews, photos, videos, or audio recordings..
Automatically Through Our Services
As you navigate through and interact with our Services, we may use automatic data collection technologies to collect certain information that may include personal data. Information collected automatically may include usage details, IP addresses, operating system, and browser type, and information collected through cookies, web beacons, and other tracking technologies including details of your interactions with our Services, such as traffic data, location data, logs, and other communication data, and which resources and Services features that you access and use.
We may use these automatic collection technologies to collect information about your online activities over time and across third-party sites or other online services (behavioral tracking).
Using automatic collection technologies helps us to improve our Services and to deliver a better and more personalized experience.
The technologies we use for this automatic data collection may include:
- Cookies. A cookie is a small file placed on your device when you interact with the Services. You may refuse to accept or disable cookies by activating the appropriate setting on your browser or device. However, if you select this setting, you may be unable to access certain features of the Services.
- Web Beacons. Some parts of the Services and our emails may contain small electronic files known as web beacons (also referred to as clear gifs, pixel tags, and single-pixel gifs) that permit us, for example, to count users who have visited those parts or opened an email and for other related statistics (for example, recording the popularity of certain content and verifying system and server integrity).
To the extent any of these automated technologies are considered a personal data sale, targeted advertising, or profiling, under applicable laws, depending on where you live, you may opt out from use of these automated technologies for such uses by submitting a Request Form. Please note that some Services features may be unavailable as a result.
When you interact with the Services, there are third parties that may use automatic collection technologies to collect information about you or your device. These third parties may include:
- Advertisers, ad networks, and ad servers.
- Analytics companies.
- Your device manufacturer.
- Your internet or mobile service provider.
These third parties may use tracking technologies to collect information about you when you use the Services. The information they collect may be associated with your personal data or they may collect information, including personal data, about your online activities over time and across different websites, apps, platforms, and other online services. They may use this information to provide you with interest-based (behavioral) advertising or other targeted content.
We do not control these third parties’ tracking technologies or how they may be used. If you have any questions about an advertisement or other targeted content, you should contact the responsible provider directly.
From Business Partners and Service Providers
We may receive personal data about you from other sources and combine that with information we collect directly from you. For example, we may obtain information about you from service providers that we engage to perform services on our behalf, such as email platform providers, content delivery services, payment processors, promotions services, analytics, security and anti-fraud services, and data brokers. We also may receive personal data from business partners that we engage to share consumer information with us, including your personal preferences and demographic information so that we can better provide you with a personalized experience, including personalized content, offers, and services.
From Mobile Alerts /Automated Texts (SMS)
You may be asked to provide information, including personal data, to participate in our promotions, including text-to-win promotions entered by sending a keyword to a phone number or SMS (Short Message Service) short code, and we may text you concerning the promotions you enter into. You may also subscribe to New Belgium mobile alerts to receive periodic automated promotional messages, such as product updates, exclusive offers, or event announcements via text messages. By subscribing to New Belgium mobile alerts, you consent/opt-in to receive automated, periodic (the frequency of messages varies) promotional messages via text messages. Consent is not a requirement for product purchases, product service experiences, or other transactions. All costs associated with receiving a text message are your responsibility. There is no fee imposed by New Belgium to receive text messages; however, your mobile services carrier may charge you message and data rates – if you have questions about your text or data plan, please check with your mobile service provider
If you are experiencing issues with the messaging program or have any questions about messages received, text HELP to the number you received a text message from or contact us at contact@newbelgium.com. You may opt out of receiving SMS messages at any time. To stop receiving messages reply STOP to the number you received a text message from.
Alerts sent via SMS may not be delivered if the mobile phone is not in range of a transmission site, or if sufficient network capacity is not available at a particular time. Even within a coverage area, factors beyond the control of the wireless operator may interfere with message delivery, including your equipment, terrain, proximity to buildings, foliage, and weather. Wireless operators do not guarantee message delivery and will not be held liable for delayed or undelivered messages. We will not be liable for any delayed or undelivered messages as delivery is subject to effective transmission from your network operator.
How We Use Your Information
We use information that we collect about you or that you provide to us, including any personal data, to:
- Provide you with the Services and any contents, features, information, products, or services that we make available through the Services.
- Fulfill and manage subscriptions, purchases, orders, deliveries, payments, returns, and exchanges.
- Fulfill any other purpose for which you provide it.
- Improve our Services, including by analyzing your information and creating aggregated data derived from your information) to develop, maintain, analyze, improve, optimize, measure, and report on our Services and their features and how users interact with them. Our analysis may include the use of technology like machine learning and large language models, which may include training these models or sharing with third parties for model training.
- Promote our Services, business, and offerings by publishing advertising on our own Services and by placing ads on third parties’ services. We may use your information to model, segment, target, offer, market, and advertise our Services.
- Carry out our obligations and enforce our rights arising from any contracts entered into between you and us, including for billing and collection.
- Notify you when Services updates are available and about changes to any products or services we offer or provide though them.
- In any other way we may describe when you provide the information.
- For any other purpose with your consent.
The usage information we collect, whether connected to your personal data or not, helps us improve our Services and deliver a better and more personalized experience by enabling us to:
- Estimate our audience sizes and usage patterns.
- Store information about your preferences, allowing us to customize the Services according to your individual needs and interests.
- Speed up your searches.
- Recognize you when you return to our Services.
We may also use your information to contact you about goods and services that may be of interest to you. If you do not want us to use your information in this way, please ensure you elect to opt-out. For more information, see Your Rights and Choices About Your Information.
Disclosure of Your Information
We may disclose aggregated information about our users, and information that does not identify any individual, without restriction.
We may disclose personal data that we collect, or you provide as described in this privacy policy:
- To our affiliates.
- To contractors, service providers, and other third parties we use to support our business and who are bound by contractual obligations to keep personal data confidential and use it only for the purposes for which we disclose it to them.
- To a buyer or other successor in the event of a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of New Belgium’s assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which personal data held by New Belgium is among the assets transferred.
- To third parties to market their products or services to you if you have not opted out of these disclosures. For more information, see Your Rights and Choices About Your Information.
- To fulfill the purpose for which you provide it.
- For any other purpose disclosed by us when you provide the information.
- With your consent.
We may also disclose your personal data:
- To comply with any court order, law, or legal process, including to respond to any government or regulatory request.
- To enforce or apply our terms of use and other agreements, including the App End User License Agreement (“EULA”), and for billing and collection purposes.
- If we believe disclosure is necessary or appropriate to protect the rights, property, or safety of New Belgium, our customers, or others. This includes exchanging information with other companies and organizations for the purposes of fraud protection and credit risk reduction.
The categories of personal data we may disclose include:
- Account and contact information.
- Payment information.
- Account history, including information about your subscription, account, transactions, purchases, order history, or discounts.
- Demographic information.
- Location information.
- Device information.
- Content and information you elect to provide to us.
- Images, voice recordings, and videos collected or stored in connection with the Services.
- Identity document information.
Your Rights and Choices About Your Information
This section describes mechanisms you can use to control certain uses and disclosures of your information and rights you may have under state law, depending on where you live.
Advertising, marketing, cookies, and other tracking technologies choices:
- Cookies and Other Tracking Technologies. You can set your browser to refuse all or some browser cookies or other tracking technology files, or to alert you when these files are being sent. If you disable or refuse cookies or similar tracking files, some Services features may be inaccessible or not function properly.
- Promotions by New Belgium. If you do not wish us to use your information to promote our own or third parties’ products or services, you can opt out by sending us an email stating your request to contact@newbelgium.com. If we have sent you a promotional email or text, you may click UNSUBSCRIBE at the bottom of the email to be omitted from future email distributions or text STOP to the number you received a text message from. Opt-out does not apply to information provided to us as a result of a product purchase, product service experience, or other transaction.
- Disclosure of Your Information for Third-Party Advertising. If you do not want us to share your personal data with unaffiliated or non-agent third parties for advertising and marketing purposes, you can send us an email stating your request to contact@newbelgium.com. We do not control third parties’ collection or use of your information to serve interest-based advertising. However, these third parties may provide you with ways to choose not to have your information collected or used in this way. You can opt out of receiving targeted ads from members of the Network Advertising Initiative (“NAI”) on the NAI’s website.
Location data choices:
- Location Data. You can choose whether or not to allow the Services to collect and use real-time information about your device’s location through the device’s privacy settings. If you block the use of location information, some Services features may become inaccessible or not function properly.
Residents of certain states may have additional personal information rights and choices. Please see Your State Privacy Rights for more information.
Your State Privacy Rights
Depending on your state of residency, you may have certain rights related to your personal data, including:
- Access and Data Portability. You may confirm whether we process your personal data and access a copy of the personal data we process. To the extent feasible and required by state law, depending on your state, data will be provided in a portable format. Depending on your state, you may have the right to receive additional information, and it will be included in the response to your access request.
- Correction. You may request that we correct inaccuracies in your personal data that we maintain, taking into account the information’s nature and processing purpose.
- Deletion. You may request that we delete personal data about you that we maintain, subject to certain exceptions under applicable law.
- Opt Out of Using Personal Data for Targeted Advertising, Profiling, and Sales. You may request that we do not use your personal data for these purposes. Please know we do not currently sell data
Important: The exact scope of these rights vary by state. There are also several exceptions where we may not have an obligation to fulfill your request.
To exercise any of these rights, please submit a Request Form or email CCPACompliance@newbelgium.com.
Some browsers and browser extensions support the Global Privacy Control (“GPC”) that can send a signal to process your request to opt out from certain types of data processing, including data “sales” as defined under certain laws. When we detect such a signal, we will make reasonable efforts to respect your choices indicated by a GPC setting as required by applicable law.
If you are a Nevada resident, the state provides its residents with a limited right to opt-out of certain personal information sales. However, please know we do not currently sell data triggering the state opt-out requirements.
If you are a California resident, additional information applies to you. To access our supplemental California privacy statement and learn more about California residents’ privacy rights, visit New Belgium’s Privacy Notice for California Residents.
How We Protect Your Data
We use commercially reasonable administrative, physical, and technical measures designed to protect your personal data from accidental loss or destruction and from unauthorized access, use, alteration, and disclosure. However, no website, mobile application, system, electronic storage, or online service is completely secure, and we cannot guarantee the security of your personal data transmitted to, through, using, or in connection with the Services. In particular, email, texts, and chats sent to or from the Services may not be secure, and you should carefully decide what information you send to us via such communications channels. Any transmission of personal data is at your own risk.
The safety and security of your information also depends on you. You are responsible for taking steps to protect your personal data against unauthorized use, disclosure, and access.
How We Retain Your Data
We keep the categories of personal data described in this policy for as long as reasonably necessary to fulfill the purposes described or for as otherwise legally permitted or required, such as maintaining the Services, operating our organization, complying with our legal obligations, resolving disputes, and for safety, security, and fraud prevention. This means that we consider our legal and business obligations, potential risks of harm, and nature of the information when deciding how long to retain personal data. At the end of the retention period, personal data will be deleted, destroyed, or deidentified.
If you are a California resident, visit New Belgium’s Privacy Notice for California Residents for more information about the retention periods that apply to the personal data categories we collect.
Changes to Our Privacy Policy
We may update this policy from time to time, and we will provide notice of any such changes to the policy as required by law. The date the privacy policy was last updated is identified at the bottom of the page. We will notify you of changes to this policy by updating the “last updated” date and posting the updated policy on the Services. We may email or otherwise communicate reminders about this policy, but you should check our Services periodically to see the current policy and any changes we have made to it.
Contact Information
To ask questions or comment about this privacy policy and our privacy practices, or if you need to access this policy in an alternative format due to having a disability, contact us at contact@newbelgium.com or call our main line, (970) 221-0524.
Revised: 12/2019, 01/2021, 12/2022, 12/2023; 10/2024; 8/2025