New Belgium Brewing celebrated one of our favorite bike riding customers at the Tour de Fat!  Jessica Alexander handed over title to her 93 Cavalier at this weekends Tour de Fat Bike Parade sponsored by Fort Collin’s New Belgium Brewery.

New Belgium recognized Jessica’s commitment by rewarding her with a custom built road bike!  Her new Black Sheep custom-built bike is based on a design that retails for several thousand dollars. Sweet!!!

New Belgium is best known for it’s Fat Tire Ale ... a brew inspired by the company’s original co-founder’s biking trip through Europe.  Tour de Fat is in its 12th year nationally and Los Angeles hosted the ride for the second time, this year at the Los Angeles Historic State Park.  Proceeds from the event benefits the Bicycle Kitchen, Cyclists Inciting Change through Live Exchange (C.I.C.L.E.) and the Los Angeles County Bicycle Coalition.

Jessica posted on Facebook this morning: “Woohoo! It’s not every weekend that you become a “Car-Free 3rd time Marathoner”. Yes, I survived all the events of the weekend! Traded my car for a bike on Saturday at the Tour de Fat in LA, finished the Long Beach Marathon in the heat on Sunday and they came and took my car away yesterday. Biked to work today (get use to hearing that).  I’ll post photos soon and will be starting a blog so you can follow my car-free adventures.”

Jessica, everyone here at The Factory is very proud of you and can’t wait to follow your blog! We are excited to have you show off your brand spankin’ new bike at The Factory!!!  I’m thinking this is a good reason to have an event ... New Belgium beers, bikes and our very own celebrity Jessica Alexander!!!

Check out this video of Jessica turning over her car:

http://www.youtube.com/watch?v=zJQgiBPind4&feature=player_embedded

Jessica’s blog:

http://ofbikesandbeers.tumblr.com/